Healthcare leaders need to know that their investment in content marketing is working for them. That’s especially true in a post-COVID world, where healthcare organizations face significant financial challenges. It’s crucial for marketers to create meaningful and measurable healthcare content for their consumers. Take advantage of these five tips for leveraging data to create stronger content.

1. Which service lines does your content program impact most?

Use dedicated URLs and a dedicated call center number—attributed specifically to your content program—to determine which service lines your content is driving traffic and inquiries to. This data is a clear indicator of the topics your audience is craving and where your content efforts are most effective. You can use free URL generators, like Bitly, or find them in some marketing automation tools.

2. What healthcare content topics are trending?

Online tools like AnswerThePublic.com and Google Trends can identify popular and on-the-rise questions, phrases and topics that can inform your content. If you are looking to create content to support your osteoporosis services, for example, AnswerThePublic, can provide commonly searched keyword phrases or questions, such as “Can osteoporosis be reversed?” and “Are osteoporosis and osteoarthritis the same thing?” Google Trends, on the other hand, could tell you which search term is trending higher: “osteoporosis” or “osteoarthritis.”

3. What content type is most effective?

Test out your various content types—patient story vs. checklist vs. infographic vs. video, for example—in email, on social media and in other promotion channels. Leverage click-through rate, time on page, bounce rate, exit rate and conversion rate data to understand the content type(s) that resonate most with your audience.

4. Which doctors in your hospital or system need a boost?

Find out which doctors are either new or need to grow their patient base. These doctors can serve as experts featured in your content, which can give them the added visibility they need to attract new patient interest.

5. Who’s viewing your healthcare content?

Leverage data from Google Analytics and reader surveys to get a crystal-clear picture of your audience, with a keen eye toward life stage and age. This data will help you narrow down what topics would benefit them. You might find your print audience is generally made up of the 55+ crowd while your online audience skews younger. In that case, content on heart disease screening or joint replacement would be more appropriate in print, while content on parenting or sports injuries may perform best online.

How well is your healthcare content performing? Don’t know? Learn how to conduct a competitive content analysis with our FREE guide.