Content, content, content. Lately, it is ALL about content! Branding with quality content is what takes one website well above the next. Anyone, with experience, in marketing and website development will tell you relevant and keyword related content is critical. Particularly, for capturing the attention of those searching for information on your niche topics. Quality content results in increased website traffic and improved SEO (Search Engine Optimization).
Unique, relevant and quality content will provide the medical and healthcare related business a competitive edge.
Building Your Brand with Niche Content
One of the most important aspects to consider when creating a website is the website’s content. Generally speaking, website content is the information you offer on your website. Certainly, web content is utilized in numerous ways, such as providing articles, blogs, and resources. In addition, press releases, news, videos, or various links to your niche. Content needs to be of interest to specific to visitors of your website. Ultimately, if it is not, you will lose website visitors quickly.
Whether you’re a physician, or other healthcare provider, medical product manufacturer, or an independent healthcare consultant – unique, relevant and keyword-focused content is a critical element to add to your website.
A Case study on MedCepts by a WKU Graduate student attending as an Intern at MedCepts presented final conclusions of their extensive case study on MedCepts. The case study reflects: “MedCepts is top in their field, when compared nationally and globally among millions of websites…” “Their social capital including networks of organizations and organizations strengthen their ties through use of social media and website traffic increasing their prestige within the field…”
Website content will provide some of the best results when you provide relative content of interest to your readers. How many websites do you open up 31 pages and spend over 30 minutes on? That’s the result of over 3,000 daily visitors to MedCepts back in 2013, and we’re growing while also being challenged by the ever-changing landscape of the world wide web. (see image below)
Branding Your Company through the distribution of your content on Social Media Sites
Content is not only important for the image of your website but it can also be utilized for additional marketing avenues. As an example, your marketing team will push out an article written on your website through various social networks. For example, your company page on LinkedIn, your Facebook page, your Twitter account or other social sites you may have established a presence. Furthermore, the distribution of your content through social sites ultimately provides your content more exposure. When distributing content, it should include links to your website where the specific content is posted. In addition, you may also want to promote and brand your website directly. You can also do this by sharing links to pages with interesting content. There are many tools to monitor the results of your efforts. There are some obvious ways, likes, retweets, etc. Many of the social sites offer their own analytics. You can explore more about Analytics of Social Media – LinkedIn Company Page as an example of one of our social pages.
Branding your website
In addition to branding your website with unique, relevant and quality content, you can also distribute information focused on #keywords of your website. This is shown in the image above. Keywords are often utilized to brand your website based on the topic focus for your website. In the example image above from one of our Twitter accounts, you will see we are promoting our website. We are utilizing targeted keywords (#hashtags) available on Twitter rather than promoting specific content. Tying in your keywords to your website across the internet can be powerful. Additionally, by promoting the domain we are realizing another huge value for website ranking (PR). We will reserve more discussion on this topic at another time. Be sure to notice the retweets and number of favorites of a single tweet.
Push vs. Pull Marketing – Provide Quality content and watch the “pull” from your ‘push’
Providing quality niche content and sharing it through social networking is considered a form of “Push Marketing” – quality content can lead to an interest in sharing by your social network followers and can help you to “Pull” in new customers, followers, etc. Pull Marketing is when you ‘pull’ in customers or followers interested in your offering.
Retweets and favorites are real-time affirmation of someone else’s interest in your post. Retweets provide additional exposure of your post to all followers for each party re-tweeting your post.
Let’s take a look at the value of ONE tweet on Twitter.
The image above reflects nearly 3,000 retweets and favorites from a single post (tweet) we did on January 20, 2015. The image to the right provides a value to those retweets of our one tweets. Retweet reach of over 114,000 beyond our own account followers. Now that’s the power of networking and social media combined. All in under 140 spaces. How difficult would it be for your marketing department or a member of your team to post 140 characters?!
Take a look at the potential results and decide if investing a few keystrokes is worth the effort.
Be sure to recognize there can be additional residual after the initial tweet. Retweets and mentions can go on for days and even weeks. As this carries on, it provides your company more exposure. Beyond the potential of retweets, there is also a value if another subscriber “mentions” your tweet. (see image below.)
Branding with Niche Content
Let’s say your website has several divisions or perhaps you offer multiple services or products. Your main objective may be to promote your flagship product or service. Certainly, your focus on content needs to be centered primarily on your strongest area of business. However, if you offer multiple products or services you will then want content to focus on all those areas important to your business, with keywords and content very specific for each. Additionally, your content should focus on the keywords specific for your unique niche as a whole. Preparing your content can often be easier if you establish a basic webpage template for content.
Objective of Unique and Quality Content
A main objective of your unique content is to bring in traffic (website visitors). Website visitors come because of interest in the content shared. As a result, they find your web site. This provides the visitor an opportunity to learn more about your company, services and other offerings. Retweets, shares, likes, or link to the content shared across social sites. Ultimately, your content goes viral. The beauty of marketing on the internet. Google looks for that. Marketing team members strive for that. All websites should want that.
Pulling traffic to your website from content is actually providing strong SEO. An intern at MedCepts identified search engine optimization (SEO) as The New Social Capital of Internet Businesses. That’s just the beginning of utilizing content on a website. You should make every effort to have unique and quality content. Voluminous quality of content to keep visitors on your website.