If your healthcare organization has an existing newsletter or other print publication, the hard work is already done. But you’re selling this quality content short by featuring it in print only.
To get the most out of the publications you produce, you can repurpose the stories and turn them into digital content that can then drive traffic to your website. Once those stories are digital, you can share them with your network via email and social media. Establishing an efficient process that reuses content in a variety of formats is what makes it multichannel.
How to organize a printed publication for multiple platforms
When developing your multichannel content plan, make sure you also include a systematic way to measure and track your results. In our experience, a well-laid plan–from content creation to publication to optimization–is critical. It can help extend the life of the printed publication’s content, and ultimately, make less work for healthcare marketers.
Werremeyer Creative has helped a wide variety of health and wellness clients make the most of their content.
If your brand doesn’t currently have a print publication (or you’re looking to elevate what you do have), check out Curiosus and see the potential of world-class print.
So what have we learned that we can share?
We’ve assembled a quick primer of best practices and helpful “things to remember” to assure your multichannel efforts will have the best chance for success!
1. Develop a blog hub for content on your organization’s website and use it to host the digital articles from your print publication
Blog content is an amazing and simple way to drive traffic to your website and boost your SEO. The more you create quality content, the more the search engines have to crawl and index. This means they recognize that your site is a consistent resource of quality information that people want and need.
- Add a meta description to the page. These are important because they tell the search engine what the page is about.
- Include links to additional pages on your website or to your other blogs. This creates a path and ultimately keeps users on your site.
- Make sure your website is mobile-friendly. The majority of website traffic comes from mobile devices–over 68% and growing.
2. Before posting content, ensure that it has the best opportunity to connect and engage by asking yourself the following:
- Where is your audience spending most of their time: LinkedIn? Facebook? TikTok?
- What is the purpose of your post, and what social media channels are most appropriate for the content in question?
- Why is your content more interesting than what your competitors are posting? What makes it unique and valuable?
3. Target readers directly via email and drive them to your content
People check their emails more often than their favorite social networks. Remember: not everyone has every social media app, but everyone has an email.
- Develop an in-house, segmented email list or you can purchase a targeted list for new prospects.
- Send readers to a specific page on your site or develop a landing page that offers more substance.
- Include a call to action. By giving visitors a specific action, you can measure how often they accomplish it.
- Once a baseline of data has been established, you can conduct A/B testing to determine the success rate of additional approaches.
If you’d like to talk further about answering these questions–and how Werremeyer Creative can make sure you get everything you can out of your printed publication–let’s talk.
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