Content marketing for medical practices is essential, and creating and publishing it can take several forms:
- A blog on your practice’s website
- Social media posts and interactions
- Articles you write for other providers or publications
Regardless of where you do so, consistently publishing quality content that leads back to or fuels your practice’s website will improve your search engine optimization (SEO).
Why does current content matter?
You may wonder why you can’t publish a small series of relevant content one time and then simply wait until it finds its audience in the form of more hits and traffic.
Unfortunately, it’s not that clear cut. The answer is partly related to technology and partly related to human behavior.
The technology of content marketing
When a search engine like Google instructs its robots (bots) to crawl a website, it considers — among other factors — how fresh or up to date the content is. This is a critical part of the search engine’s process of determining how relevant that content will be to users. For a search engine to consider a site relevant, it must have recent changes or significant updates — which is where regularly posting quality content comes in.
Ultimately, the more frequently you can provide new, quality content, the better.
But current content isn’t just a way to improve your SEO. It also:
- Establishes trust and builds credibility with your existing and potential patients
- Informs and educates about timely and relevant topics
- Demonstrates your thought leadership and professional expertise in the medical industry