When healthcare organizations want to redesign or launch a site, they often call a web design firm first. But that's kind of like buying a gift, starting with the gift box. Here's why a content strategy should be step one.
2. A marketing team goes into a room with a web design
ïŹrm. Months later, they come out with a site.
Website designers donât:
âDevelop or edit content
âFigure out your organizationâs goals
âKnow your target audience
âLike tons of major revisions
Hereâs the problemâŠ
Unless they
can charge
Monday, October 7, 2013
3. Calling the web designer ïŹrst is like
building a house with an interior
designer instead of an architect
You need something to design ïŹrst,
the content
Monday, October 7, 2013
4. âBut we already have contentâ
: S T A R T W I T H A C O N T E N T S T R A T E G Y
Is the current web content still relevant?
Did you talk with any patients or other members of your
target audience to develop this content?
Does the still content drive traïŹc and inïŹuence target
audience to act?
Do the main landing pages rank high on search engines
for relevant key terms?
Okay. Consider these questions:
Monday, October 7, 2013
5. If the answer to all of these questions is
yes, then call the web design ïŹrm.
If the answer is no,
Here are 5 reasons why your
healthcare organization
needs a content strategy ïŹrst:
Monday, October 7, 2013
6. 1) To avoid guessing
Know exactly what information your
patients need and how to give it to
them in 3 clicks or less
: S T A R T W I T H A C O N T E N T S T R A T E G Y
Monday, October 7, 2013
7. 2) To prioritize
Itâs easy to say, âWe want this⊠and thisâŠand that on the website.â
But...
That rules out obese websites with unnecessary content.
A content strategy focuses on the healthcare organizationâs
goals and the patientsâ needs. Thatâs it. Â
52%
of smartphone owners use their
phones for health information
: S T A R T W I T H A C O N T E N T S T R A T E G Y
Monday, October 7, 2013
8. 3) To get patient and
stakeholder input
The best way to know what patients and
stakeholders expect on the website:
Research it before launch
: S T A R T W I T H A C O N T E N T S T R A T E G Y
Monday, October 7, 2013
9. 4) To determine how
the site should function
Such as...
How will people
ïŹnd the key
landing pages?
Scroll, hover,
click or slide to
navigate?
How should the
site work on
mobile devices?
What about
graphics, photos,
and videos?
Who will
manage the site?
What should the
SEO tags and
key terms be?
: S T A R T W I T H A C O N T E N T S T R A T E G Y
Monday, October 7, 2013
10. 5) To save time, money
and stress
Content strategies help healthcare
organizations avoid building ineïŹective
sites and then backtracking to ïŹx them.
And paying
for it by
the hour
: S T A R T W I T H A C O N T E N T S T R A T E G Y
Monday, October 7, 2013
11. When your healthcare organization...
â Has a thorough content strategy
â And awesome, engaging, near-
ïŹnal drafts of content
THEN, call the web design ïŹrm
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12. Thanks!
C a r e C o n t e n t . c o m
Monday, October 7, 2013