Feeding the content beast is no small feat. Content marketing programs and blogs, in particular, are constantly calling for fresh content. When your target audiences are hungry for more education and insights, you need to be strategic, creative and focus on generating content that people want to not only read, but share. Here are 20 tried and true topics your healthcare technology firm can blog about.
1 – A Recent News Story
Did you read a great article in an industry trade publication? Was there a story on the evening news that impacts your clients and customers? Offering expert commentary on a timely news story makes for a great blog post and can often inspire conversation in the way of comments.
2 – Legislation
Is there pending healthcare legislation that your company supports or opposes? Is it important for your readers to understand how this legislation could impact them? Yes, legislation is something to blog about.
3 – Regulatory changes
Regulations change often, particularly in the healthcare field. Showing online audiences that you are on top of these changes and providing expert analysis can only enhance the value of your blog.
4 – Data
Did the FDA release a new study? Is there new data available that shows the prevalence of a disease or epidemic in one of the geographic or demographic markets you serve? New data and compelling statistics make for not only great blog posts but shareable social media marketing updates.
5 – Case studies
Make it personal. Showcasing how your product, service or solution improves the lives of your clients and customers helps people to deepen their connection to your company. It also adds third-party perspective to your healthcare marketing and enhances brand credibility.
6 – Frequently asked questions (FAQs)
The questions you often field from prospective clients make for great blog posts. And, as Google’s algorithm becomes increasingly aligned with speech pattern recognition in response to talk-to-text capabilities on smartphone devices, there is a growing opportunity for FAQ blog posts to be returned as matching results in online searches.
7 – Conferences and tradeshows
Whether you are exhibiting or attending, conferences and tradeshows provide great fodder for blog posts. If you attend a workshop, take down top takeaways to share in a future blog post. If you’re giving a workshop, consider posting your presentation on SlideShare and embedding it in a blog post. (Both of which you will share on social media, of course.) From the American Society of Healthcare Engineers (ASHE) to the American Hospital Association to coalitions and healthcare nonprofits, there is no lack of industry events from which to glean blog-worthy insights.
8 – Milestones
Whether the milestone is specific to historical legislation, an industry milestone or a groundbreaking innovation, it makes for an interesting blog post. Think about the first robotics-assisted surgery, a ban on a particular legislation and other groundbreaking events to draw some inspiration.
9 – Accolades and awards
While company recognition most often belongs in your website’s newsroom, tying achievements to your brand’s story can lead to a unique and engaging blog post. If your healthcare technology product receives a patent or endorsement, take the time to blog about it.
10 – Community relations initiatives
Showing your company isn’t just focused on technology is important. This is where community relations programs come in. Whether you’re launching a partner program, engaging in a day of service or making a charitable donation, it’s something worth blogging about.
11 – Industry trends
A healthcare technology blog is a great avenue for showcasing thought leadership. By showing you are in-tune with timely trends, you can enhance your company’s perception as the industry “go-to.”
12 – Roundups
Aggregating a series of blog posts or media coverage from other sources can bring diverse perspectives to your blog. For healthcare technology companies, in particular, this is also a great opportunity to demonstrate the prevalence of the issues/challenges your company seeks to address.
13 – Pros and cons
It’s time to play devil’s advocate. Whether you are analyzing proposed legislation, a regulatory change or a shift in the industry, offering a fair and balanced perspective can help to build trust in your firm.
14 – Tips
While every company isn’t in the position to author a “how to” tutorial, offering tips on how to vet a healthcare technology provider, what to look for in a product, etc. can help inspire new content for your blog.
15 – Predictions and projections
What is the future of healthcare technology? What is driving the industry in this direction? What forces of disruption stand to throw its trajectory off track? Seize the opportunity to wrap your team’s insights – and those of other industry experts – into a blog post on the topic.
16 – Lists
Whether compiling go-to sources, top trends for the year or innovators in the field, lists make for great blog posts. (Bonus: your top five can be a blog post and you can add 15 counterparts to create a whitepaper featuring a top 20.)
17 – Current events
What is happening in the world around you and how does it impact your clients and prospects? Tying your healthcare technology product or service to current events increases relevance and provides added context for your online audiences.
18 – Guest posts
Do you have a network of investors and strategic partners who can offer valuable insights to your readers? Invite them to author a guest post on your blog. And, to expand your own audience, seek opportunities for your thought leaders to do the same.
19 – Myths
Myths and misconceptions make for great blog posts. They are ready-made educational opportunities and content that is inherently shareworthy.
20 – The impact of social media
This sounds like the hook for a marketing post, right? Not exactly. Nearly every industry is being impacted by social media and healthcare technology is no exception.
A content-rich blog can be among a company’s most valuable online marketing assets. Whether you are a healthcare technology startup or a dominant and well-established force in the industry, you have something worth blogging about.
