In this post, you’ll learn about some effective ways to discover the content your audience is looking for so you can create that content for them.
Creating healthcare content your audience will want to read is an ongoing challenge. I want to help you solve that challenge by sharing with you 7 different ways you can uncover the content your audience is looking for so you can create that content for them.
Let’s dive in.
1. Look To Your Analytics
Analyzing your website and social media analytics is a great starting point when creating healthcare content for your audience. Use Google Analytics to track top-performing content on your website, and the native analytics tools of each of the social networks you use to discover the type of posts that get the most engagement (shares, comments, likes, click-through rates, etc.) By identifying your most successful content, you can replicate and build upon it in future content creation efforts.
2. Ask Your Audience
Go right to your audience and ask them what kind of content they’d like to see from you. You can conduct surveys through email, social media, or on your website. When creating a survey, make sure to ask specific questions that will help you better understand your audience’s needs, such as what health-related topics they are most interested in, what challenges they are facing, and what types of content they prefer (e.g. articles, videos, podcasts). You can use the information gathered from surveys to tailor your content strategy and create more relevant and engaging healthcare content for your audience.
Tip: You can also create quick polls on Facebook, Twitter, and Instagram and post a question such as “What content do you want to see more of?”
3. Monitor Social Media
Social media platforms like Twitter, Facebook, LinkedIn, and Instagram can provide valuable insights into the conversations your audience is having and the topics they are discussing. By monitoring social media, you can identify trending topics, common questions, and challenges that your audience may be facing. You can also track engagement metrics such as likes, comments, and shares to see which types of content are resonating with your audience. To make the most of social media monitoring, it’s important to stay active on these platforms, engage with your audience, and participate in relevant conversations. This can help you build a stronger connection with your audience and better understand their needs and interests.
4. Check Out Competitor/Peer Websites
Keeping an eye on your competitors’ (or peers’) websites can provide valuable insights into what healthcare topics and content formats are resonating with your audience. By reviewing their websites, you can identify gaps in their content and potential opportunities for your own content. For example, if they’re not covering a certain healthcare topic that your audience may be interested in, you can create content on that topic to fill the gap. Additionally, reviewing their content can help you identify new angles and perspectives on healthcare topics that you may not have considered before. However, it’s important to keep in mind that while competitor/peer analysis can be helpful, you should focus on creating unique and valuable content that sets you apart from your competitors.
4. Ask Questions on Quora
Quora is a question-and-answer platform where you can either ask a question about your topic or simply do a search using your topic keyword to find what people are asking about that topic. It’s a great platform for healthcare professionals to engage with their audience and learn about their interests and concerns. By answering questions related to healthcare topics on Quora, you can establish yourself as an expert in your field and build trust with your audience.
Additionally, Quora can be a valuable source of inspiration for creating new healthcare content. By monitoring the questions being asked on Quora, you can identify trends and topics that are of interest to your audience. You can also use Quora to ask your own questions and gather insights and feedback from other healthcare professionals and consumers. When using Quora, it’s important to provide high-quality and informative answers to questions, and to engage with other users in a respectful and professional manner. This can help you build a positive reputation on the platform and attract a larger audience.
Yahoo Answers and Reddit are also good places to do market research online.
5. Conduct Keyword Research
Conducting keyword research can be a valuable tool for creating healthcare content that is optimized for search engines and meets the needs of your audience. By using keyword research tools, you can identify the specific words and phrases that your audience is using when searching for healthcare information online. This information can help you create content that addresses their specific needs and concerns. Additionally, by optimizing your content for relevant keywords, you can improve your search engine rankings and increase your visibility to your target audience. When conducting keyword research, it’s important to focus on long-tail keywords that are more specific and less competitive, as these can be easier to rank for and are more likely to attract high-quality traffic to your website.
6. Use Google Related Searches
Google’s “related search” feature can be a helpful resource for generating ideas for healthcare content. When you enter a search query into Google, the search engine will display related searches at the bottom of the search results page. These related searches are based on user interest and contextual words and can provide valuable insights into what topics are related to your search query. By reviewing the related search results, you can identify new angles and perspectives on healthcare topics that you may not have considered before. Additionally, the related search results can provide inspiration for creating new healthcare content that is relevant and useful to your audience. When using the related search feature, it’s important to focus on topics that are both relevant to your audience and aligned with your brand’s messaging and values. This can help ensure that your content is both engaging and valuable to your audience.
6. Find Inspiration at Conferences and Events
By attending industry events, you can hear from experts, participate in discussions, and network with other healthcare professionals. This can help you identify emerging trends and issues that you may not have been aware of before, and can provide valuable inspiration for creating new healthcare content. Additionally, attending events can help you establish yourself as an expert in your field and build relationships with other professionals in your industry.
Crafting healthcare content that connects with your audience can be challenging. However, by following the proven strategies outlined in this post, you can generate content that is both informative and captivating. By aligning your content with the needs and interests of your audience, you can establish yourself as a trusted and authoritative source of healthcare information, and nurture a following of engaged readers who will return to your content time and time again.
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