How to cook up a content buffet to launch a social media marketing program

Healthcare Content Marketing Content Buffet

Image Credit: wikimedia, Spencer195, used under Creative Commons License

Watch people in a buffet line. Some like the shrimp, others, not so much. Some prefer those little chicken things and the soup; others, not so much.

Content Consumption is Personal

It’s the same for the way we – and your patients – like to consume our information. Content consumption is a personal thing.

Some people are “aural” and want their content in audible form; think podcast. They have learned through life that they learn best by hearing information. Some people are strictly visual. Even those can be sub-categorized into visual learners who prefer text – they want to consume their information by reading. Other visual learners prefer pictures. Some of them prefer video.


The point?

The point is that in order for you to truly connect with your community, with your audience, you must provide content in the form that they prefer to consume. What if you don’t know exactly what form your community prefers? In that case (most common), you must provide a buffet of content in a variety of formats.

How to Present Delicous Content?

The most focused, targeted, direct method is to understand the demographic profile of your audience. Based on the profile of patients who are looking for the information that you are expert in, you may be able to provide precisely the form of content that they prefer.

Even after extensive research, even after developing detailed and insightful personas, you still may not have a handle on this question: “What form of content does my audience prefer?”

What to do? How to Develop My Content Buffet?

A less focused approach is to provide the same content in a variety of formats.

Doing that may actually be less resource-intensive than you might expect:

  1. For example, record short video clips of your experts — your physicians — speaking about trendy healthcare topics, or on areas of their expertise. Post those videos on YouTube, and embed them on your site.
  2. Next, simply post the audio track of those videos. Voila, instant podcast; make those podcasts down-loadable for members of your audience who prefer listening to their content.
  3. Then, have the soundtrack transcribed to text. Use that text to build the description box on the YouTube posting for that video. It will be chocked full of keywords. Those keywords will help your videos to be found by search. After all, YouTube is the second largest search engine in the world.
  4. Finally, use that transcribed text to develop a blog post. Drop in still images from the video, perhaps embellish with a few additional images to help illustrate the major points, and voila – you have a highly informative blog post.

And, with minimal investment by your physicians  — always the rate-limiting step in doc-centric content creation — you have generated a veritable buffet of interlinked healthcare content. All of it packed with keywords that will help your patient community find you and your content.

You have successfully leveraged minimal doc-investment to maximal presence in the digital world.


You just launched your successful Social Media Content Marketing Program!

Which of these approaches are you using to optimize your connection with your patient community? What has worked best for you?

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Russell Faust

Dr. Faust is a physician executive who interprets technology and social media to a variety of audiences through keynotes, blog posts, articles, retreats, and workshops. He has been a medical school professor, an endowed chairman, chief medical officer, and president and EO of several organizations. He is CEO and Chief Troublemaker at Anicca Media, where they leverage digital and social media to create better connected, more responsive, and trusted healthcare brands. More posts by Author

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