River diversion is a HUGE topic where I live.
The Everglades is the slowest moving river in the world and home to the previously-endangered reptile above. Over the years, both have been victims to an incredible number of short-sighted and ill-planned diversions. We’re gradually turning things around, but it’s been messy.
I don’t want to see you go through the same diversion issues with your healthcare tech content. (If you’ve never watched a time-lapse of a river diversion, now’s your chance!)
Did you notice anything? If you look at the steps in the process itself, you’ll see that the engineers created somewhere for the water to go before they opened a path from the original flow of water.
Sometimes, I see great healthcare tech companies getting this backward.
I love blogs just as much as anyone else. I started my journey in content as a martial arts blogger myself — but that’s exactly why I know they have their place.
Yes, blogs are great tools at the early awareness stage, but when we’re constructing a content ecosystem, just like in the river example, they should be one of your last concerns.
This is because, as they should, your readers have incredibly high expectations.
They want to know that you’re competent, connected, and most importantly, that you understand the unique and complex problems that healthcare tech stakeholders face on a daily basis.
This translates to pieces like product descriptions, buying guides, case studies, and white papers — meatier pieces of content that require more effort, but that serve as the foundation of your content relationship.
Moral of the story: Keep blogging! You probably don’t want to post more than once a week, but they’re still useful in building awareness and getting attention — just make sure your readers have somewhere to flow afterward.
Megan
Want to keep track in case you need me in the future? Keep me (semi) top of mind with quick thoughts on B2B healthcare tech content strategy, no more than once a month, here.