Content marketing is all about giving your customer something without directly
asking for anything in return. It allows you to add value to their lives in a way that convinces them of your value, creating a connection and building trust, which is incredibly important when it comes to increasing brand equity.
Content can come in many forms such as imagery, videos, slide shows and more, but we are going to be focusing on written content, which can be a very powerful form of content. Not only does written content give you the chance to demonstrate your expertise and help or entertain your customers, but it is also beneficial in terms of search engine optimisation, an area of digital marketing dedicated to increasing website rankings on search engines to bring in more visitors (see our medical device SEO guide to learn more).
We're going to delve into how you can write high quality content that will not only create a great experience for your reader, but will also help
you to rank higher on search engines.
Know your reader
When it comes to medical device marketing, knowing your audience is the first and arguably the most important step. If you don’t know who your audience is, how they think and what their challenges are, how can you be the solution that they are looking for.
The likelihood is that you already have a very good idea of what content is required based on intuition alone, but keyword research is critical to help you translate this intuition into data, and discover what your audience is really searching for online. Keyword research can be used to create targeted content that will bring your audience to your site.
You can then direct them to view your product pages, or other articles that expand their understanding of a therapy area or new treatment solutions. A very valuable marketing tool, but it takes work.
So, how do you do this? Well, quite simply you can use your keyword research to compile a list of keywords that you want to rank for and then start writing content based on this. Make sure you take note of keyword difficulty (KD) score for each keyword as the higher it is, the harder it will be to rank for it. If you want to learn more about how to complete keyword research, we’ve created a keyword research guide.
Write for your reader
When it comes to writing content for SEO, MedTech companies often focus on creating content that ranks, forgetting about the user. This may provide impressions, but as the impressions are not with your target audience, it is ultimately a pointless and costly activity.
Additionally, other practices such as keyword stuffing can be detrimental for SEO. Not only is it penalised by Google but it also makes your content less readable. Keyword stuffing is when writers try to fit a targeted keyword in every possible location. The disruption this causes to your article’s readability is primarily why Google frowns on such practices.
Whilst you will need to keep Search Engines (SE’s) in mind whilst writing, the priority should always be the reader. First and foremost, SE’s are looking for content that is going to be the most valuable to readers. They are extremely sophisticated and they are able to detect when someone is trying to ‘cheat the system’ and rank, without putting the hard work in.
The bottom line is you need to create original content that is of value to your intended audience.
Create a consistent tone
The tone of your content will be predetermined in your brand guidelines and is there to ensure consistency throughout your website and other materials, but when it comes to writing articles you may need to adapt it slightly. Copy for articles is not like traditional website or social media copy, it doesn’t need to be condensed down and so closely focused on your messaging (although of course your messaging should guide it). Instead, you can expand upon subjects and go into more detail.
The tone and writing style in articles should be determined by who you’re writing for. For instance, if you’re writing an article aimed at engaging healthcare professionals, you should use more technical language which will not need so much explanation, but if you are trying to target patients, you may need to take on a more reassuring tone and explain more complex concepts.
Do comprehensive research
The content of your articles will always be better when it is thoroughly researched. Before you can even think about writing, you should make sure you’ve gathered all the research necessary and take note of the references you need. Ensure that you have read up on relevant studies and clinical papers around your topic as these provide a reliable source that will add
credibility to your article.
Keep your writing engaging
It goes without saying that your articles need to be well-written and engaging, if not, you will not only struggle to rank on SE’s, but your readers will click away with a bad impression of your company. So, how do you ensure that your article is well-written?
Working out the structure of your article before you start writing is a great place to start as it helps you to determine the overall takeaway of your article, which will provide clarity and conciseness to your writing.
In terms of technicalities, there are some things to look out for.
You should vary sentence length, with some long and some short. Too many long sentences can become wordy and hard to read, but too many short sentences may end up seeming almost monosyllabic.
Where possible, you should use the simplest word choice. Even if you’re writing for HCPs with a formal tone, SE’s reward articles that are not too convoluted, as not all readers possess the same depth of vocabulary as you. This doesn’t mean you shouldn’t use technical language when needed.
Typos and spelling errors
We all do it, but multiple proofs from multiple people can help you to avoid them being published online for all to see.
Make sure you take your time to fully grasp difficult concepts as this will help you to explain them better. Einstein once said ‘If you can’t explain it to a 6-year-old, you don’t understand it yourself’. This is something we live by at Podymos, as it is so true!
Try to avoid using unnecessary words. For instance, the word ‘very’ is often overused when it doesn’t really add anything to your writing. Other phrases like ‘in order to’ and ‘all of’ can often be left as ‘to’ and ‘all’ without changing the meaning.
Unfortunately, despite all your hard work, readers are unlikely to read every single word that you’ve painstakingly crafted. Internet users typically scan copy to save time and find exactly what they are looking for, which is why main page copy needs to be so concise. Having descriptive headings throughout your article will help readers find what they need, making your content much more useful.
Often when writing for medical device marketing, there are a lot of long words and phrases that can be abbreviated. It is okay to do this, but ensure that the word or phrase is written in full, with the abbreviation after in brackets the first time it appears. That way, readers know exactly what to expect.
Content needs to be trustworthy
When it comes to making decisions, the most important aspect to help your audience decide whether they do or don’t want to work with you is trust. Your articles can help to convey trust by demonstrating how knowledgeable you are.
To help with this, you should use references or external links to show that you have read around the subject. When writing about medical devices in particular, references must be included with every claim, see our guide to the EU MDR for further details.
References and links also signal to SE’s that your article will be of more value to readers as it indicates that it is well researched. So, whilst it is regulation to include references, it is also beneficial for SEO purposes.
Useful tools for writing high quality content
We find that a lot of work needs to go into writing content in medical device marketing, but there are a few tools that we use to make it more efficient.
Coggle: A mind-mapping tool, to help you get all your thoughts down and structure your article.
SemRush: Can be used for keyword research and creating content templates based on keywords. This has paid features, but the free version can add a lot of insights into your audience. Additionally, if you want to branch out with the paid version it will analyse each of your articles and provide you with an SEO score and guidance on areas to improve.
Grammarly: You can use this once your article is written to check for spelling and grammar errors. This is also great to gauge the reading age of your article.
Zotero: This will help you to keep track of your claims and references. Something we use a Podymos a lot!
Get started with your own content!
As you can see, there is a lot of work that goes into creating high quality content. It can be time-consuming, but it is so worth it. Not only will you be able to use blogs and articles to bring people to your website through search engines, you can also distribute the content across social media and email. That is the wonder of content marketing.
If you would like anymore more help with your content marketing strategy, or writing great blogs and articles, take a look at our medical device digital marketing services to see how we could help you.
About Podymos Podymos is a dedicated medical device marketing agency. We are passionate about sharing relevant knowledge to expand our clients’ capabilities. If you would like to find out more about what we do, you can visit our services page, or get in contact with us.
Podymos is a dedicated medical device marketing agency. We are passionate about sharing relevant knowledge to expand our clients’ capabilities. If you would like to find out more about what we do, you can visit our services page, or get in contact with us.
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