Content Marketing For Healthcare:


A Growth-focused Approach
I approach content marketing differently than most agencies.

First, I prefer to be thought of as a content marketing agency -- not a content creation agency.

This means that my focus isn't on churning out a lot of content and hoping things work. While other agencies follow a "blog and pray" strategy, (publishing blog articles and hoping someone finds them), we know this doesn't work.


Healthcare companies need, actually require a proven strategy for predictable, sustainable growth.

Strategy First.

Content Next.

I start every client engagement with a call so that I can understand your business, your pain points, and your goals. This is to determine how I can best achieve results.


Strategy should be carefully considered and prescribed, not dictated.


My approach is to assess the unique needs of your organization, determine the right mix of content assets, execute the strategy, measure results, learn and adjust as driven by the data.


Although the tools may be similar, the results and strategy are not universal.


It all starts with a good understanding of your pain points and kick-ass content, but it doesn't stop there.

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Typical Content Lifecycle.
By carrying each piece of content from planning, ideation, stage through to creation, and onto outreach, promotion, and distribution.  I can also work with your internal team to do additional distribution.

Everything Has A Purpose

I believe in maximizing the value of every piece of content that we create.

Once I understand your goals and pain points, I go to work to create a strategic plan and the required content pieces to deliver the goals and objectives set.


Each piece of content created is specifically engineered to drive the strategy and deliver on the goals and objectives.
Keyword research should come before blog design.

Winning blog designs incorporate the features of common keyword types for your business.


This increases perceived quality and allow for scalable content creation at a lower cost. No framework should be built without intention.

1. Every post will have an exact keyword match in the:


- Slug: site(.)com/exact-keyword
- Headline coded as an <h1>- Two subheadings: <h2> and <h3>- First ~200 words of <p> copy- Three times in the rest- Page title and meta description

My Process

2. Where it helps the overall content, I'll interview subject-matter experts, or clients; or building content around some existing piece of your content.


- This will include gated guides- Courses- Videos (Repurpose posts as videos on YouTube)- Internal PDFs- Twitter threads- etc.

3. I'll ensure that “heading” instructions and that the published content are coded correctly.


View page source > Ctrl + f to check …

- Only one <h1>- Multiple <h2> – <h4>- Clean <p> text

4. Ensuring that every piece of content has:


- A “content upgrade”: a tool, presentation, or PDF of the article that requires an email opt-in to get

- Or, 2-3 contextual CTAs to your primary landers — sign-up, get-started, hire-us — or product page(s) Contextual means a custom written different slightly each time, body-copy or image-caption, the anchor-text link that bridges the content’s topic with the linked page.

Why? Content must serve the funnel and drive either leads or revenue.

- descriptive “alt text” for every image + at least two that include exact keyword matching (particularly, the featured image).

5. Ensure that every piece of content has:


- A “content upgrade”: a tool, presentation, or PDF of the article that requires an email opt-in to get

- Or, 2-3 contextual CTAs to your primary landers — sign-up, get-started, hire-us — or product page(s)

- descriptive “alt text” for every image + at least two that include exact keyword matching (particularly, the featured image).

6. I'll ask for access to your analytics to measure page traffic at 1 mo, 3 mo, and 6 mo intervals.


- I provide you with ~ 5 related keyword phrases (topic and content cluster) for each article prioritized by:

- CPC: $ of Google ads
- Volume: # of mo searches >50

- 5 interlinks to existing, high-value pages in every new article or page. with a strong request to remove all 301 SEO cannibals as you publish new content.

  {Google “site:domain(.)com keywords” to find your cannibals — pages that Google thinks are competing with each other for the same keywords.}

Let's Grow together

Content and content strategy doesn't mean months of planning or complicated matrices or charts.


It does require a simple foundation, a place for your execution to rest, to strengthen, and to grow.


I'm no expert in puzzle making, but I do know a puzzle maker doesn't start by simply crafting pieces.


You need a vision, an image first, and then have to determine the elements like size, color, and materials.

1. Book a call, we'll spend about 30 minutes discussing your goals, current strategy, and project details.


2. I'll send you a project proposal, execute the contract and proposal for me to get started.


3. You'll assign us a topic and fill out my writing brief that will guide my outline.


4. I'll build out the outline based on these details and request a 50% deposit based on the estimated word count of the piece. I'll complete and send over the outline once that is paid.


5. You'll hop into Google Docs and make any notes/comments before I dive into writing.


6. I'll write a first draft (~7 business days turnaround time on average) and send it to you for review.


7. You'll leave edits in the draft, and I'll come back and make those edits within 1-2 business days.


8. I'll sign off on final approval and we'll send over the invoice for the remaining 50% balance to be paid, Net0.


I never want you to have to “check up on me.” My goal is to keep you informed of where we are at every three days with a status report. For smaller projects, I’ll often be finished before you can even think to ask how things are going.


Once the final product is delivered, I'll ask you to complete a five-question exit survey.

What You Can Expect From Me In Addition To Topical, Relevant, and Quality Content:
Great Content is the Table Stakes

I know that even if you create the greatest content in the world, it ultimately doesn't matter unless it's seen by the right people. It needs to serve a purpose -- to drive search traffic, generate social buzz, or raise your site's domain authority.


So I will help develop outreach and promotion strategies for every piece of content I create to make sure to works as hard as possible.