Should Healthcare Companies Have Their Subject Matter Experts Blog?
Corporate brands are starting to see the light when it comes to the benefits of content marketing. To that end, many are enlisting the help of their subject matter experts to create all types of content - from blogs to podcasts and social media content. What could possibly go wrong with that?
As it turns out, there are both pros and cons to consider if you have subject matter experts involved with the content production process. The most obvious advantage, of course, is that all this blog content is a great way to demonstrate thought leadership to the public. Ask any digital marketer, and they'll tell you that subject matter experts can build credibility with an audience, especially if they are sharing first-hand stories and expert knowledge that can't be found anywhere else.
Does It Really Matter?
However, the biggest challenge is that this might not be the best way for subject matter experts to their spend time. In the healthcare industry, for example, the subject matter experts who might be expected to create blog content on a regular basis are exactly the same people on the front lines of the healthcare industry, helping to save lives. Would you want your doctor staying up late writing a blog post, or staying ahead of the latest trends in the industry?
Moreover, some medical practice practitioners might not understand the true value of content marketing, and why their content matters. If they don't buy in to the overall idea, you might have a difficult time engaging them in producing relevant content.
How To Make Content Development Easier
The compromise solution, of course, is to make it easy for the subject matter expert to create this content, such as by having a blog template and topics ready to go. The marketing team can let them know they will be supported and their schedule protected. And, of course, the marketing team can offer support with editing, publishing the content or tracking down any images or videos for a blog post. This frees up doctors and physicians to do what they do best.
In the healthcare industry, reputation and honesty matter, so it's important to engage subject matter experts in your healthcare marketing efforts. They can help to build the reputation of your company and demonstrate that you are offering real expertise to the patient community. And they can help to breathe new life into outdated content.
Consider the example of Google search results. If you claim to be a leading healthcare company, but none of your content is appearing on the first page or two of Google search results, then there is an obvious disconnect. Showing up on the first page of Google search results is not a guarantee of quality, but it helps to support your overall marketing message. If you claim to be offering "world-class healthcare solutions," then you need to have the proof. If there is nothing online to back up that statement -- not a blog post, previous speaking engagement or tweet that speaks to such.... red flags are raised. Please note, social media sites are also indexable. This is super awesome! This great news means there is also a chance to come up in the search by means of an article on your Facebook Page or LinkedIn profile. Here is a specific post about making your Facebook comments searchable.
If you want healthcare practitioners to value your work, and if you want to build trust and credibility with prospective healthcare consumers, it's important to have a voice online. And the best way to do that is by having your subject matter experts blog. It will help to make your content easy to discover and will encourage people to take a closer look at what you have to say on important healthcare issues.
What did I miss? Tell me more about how you feed your content engine. How are subject matter experts supporting your content goals?