When you see an article about public health that says one thing, you’re likely to see three more that say the opposite. With so much content available at the touch of a button, it’s easy for misinformation to slip through the cracks, or even become a widespread belief. But the good news is that content marketing and search engine optimization can help prevent that.
Public health refers to the sector that works on promoting and improving the overall health of communities, both physically and mentally. While public health should always be a priority, misinformation and a lack of preventive awareness are just a couple of roadblocks that can interfere with the impact of those efforts. But with high-quality, credible content marketing and effective SEO, you can help empower people to live their healthiest lives.
We’ll discuss the challenges that come from working in public health before diving into how content marketing and SEO can help you navigate them. Then we’ll dive into how the team of experts at BURG+CO. can get you the growth that you’re looking for.
3 public health sector challenges (and how SEO & content marketing can help)
-
Misinformation & public distrust
There’s no such thing as being “too informed.” However, it’s possible for a person to become misinformed if they go down the wrong avenues in their research. Social media can be a culprit of widespread health misinformation. A person can pick up a piece of information, with little to no data to back it up, and it’ll be viewed hundreds, if not thousands, of times in a matter of hours.
The problem of misinformation has led to mistrust of the public health sector. While we saw this problem cause significant issues and concerns during the COVID-19 pandemic, the skepticism of public health professionals is relevant to every type of health-related topic, such as vaccines and mental health concerns.
Here are a few ways you can use content marketing and SEO to help reduce misinformation:
-
Search-first content strategy
Think about the exact keywords that people are searching for and how you can incorporate them into your content. For example, people might be searching, “Are vaccines actually effective?” or “Is depression a disease?”
You can use SEO-optimized content to target what people are actually looking up as a way to rank above the unreliable sources. The algorithm prioritizes credible and quality sources that provide value to the search.
-
Authoritative thought leadership
Misinformation tends to be traced back to unreliable sources. This can mean anything from having poorly-made websites to a lack of citations. That’s why it’s important that your credibility is showcased throughout your content. You can post interviews with experts as well as write content that indicates to the reader that it has been medically reviewed.
-
Content amplification
You always want to make sure that your informed content is being seen by as many people as possible. That’s why you should promote it across multiple trustworthy platforms. Not only will it increase your click-through rate, engagement and authority and improve your search engine performance, but you’ll also be drowning out some of the misinformation that’s trying to break through.
-
Health equity and access disparities
Health is a pivotal part of a person’s overall quality of life, and no one should be barred from information that can help improve their wellness. There are underserved communities that don’t always have access to the healthcare they need. They also aren’t always considered when it comes to public health messaging.
Challenges like language barriers, cultural disconnects, and lack of visible resources play a role in health inequity that can impact the perception of the public health sector. These disparities can lead to people feeling like their concerns aren’t valid.
Here’s how you can use content marketing and SEO to help reduce health disparities:
-
Localized SEO
Health resources and facilities are an essential piece to the puzzle of a community. That’s why you should be targeting your content toward the local areas your brand is seeking to serve. Local SEO refers to helping your business be listed high on SERPs for locally relevant keywords and Maps searches.
You can optimize your content with geo-targeted keywords and local search phrases, such as “free health clinics near me.” This is a way to increase visibility for vulnerable communities who are trying to find services in their area.
-
Culturally and ability inclusive content
Accessibility means taking different languages and abilities into account when creating your content. Try to make multilingual materials and community-informed campaigns that speak to a specific population’s needs and concerns. You can also make the formats accessible for people with reading and visual disabilities by incorporating videos and infographics.
-
Chronic disease and preventive health awareness
The key to health and wellness is being proactive, not reactive. That’s how the public health sector’s messaging should be as well. Unfortunately, chronic conditions like diabetes, high blood pressure and obesity are on the rise due to the lack of preventive health awareness.
By using your digital marketing to help raise awareness about preventive care for chronic diseases, you can help people learn to advocate for their own wellness.
Here are a few ways you can use content marketing and SEO to help drive awareness for preventive health for chronic diseases:
-
Evergreen content marketing
Preventive health content is always relevant. The key is to make sure that your content isn’t ever outdated. Your content marketing strategy should incorporate blog posts, infographics and videos that will always provide value, no matter how long it’s been since they were created. For example, you can create an infographic called “10 warning signs of diabetes.”
-
Seasonal campaigns
While evergreen content has its place, so does seasonality. You can create content campaigns that show relevance for a particular timely health observance, such as creating content for Diabetes Awareness Month that is posted in November. It can boost visibility while also showcasing how you stay updated on current health concerns.
-
Behavior-driven CTAs
When it comes to preventive health, the goal is to keep people vigilant about their health. You can use your calls to action as a way to encourage conversions while also allowing the user to take note of preventive measures they can take at the moment. For example, at the end of a blog post about blood pressure, you can have a CTA like, “Click here to schedule your next appointment for a blood pressure test.”
Want to attract new patients to your public health sector website? BURG+CO. can help
The importance of public health can’t be overstated, but that doesn’t mean that it doesn’t come with its own challenges. But the good news is that incorporating effective SEO and content marketing strategies into your digital marketing can help you overcome those challenges and get people to engage with your vital services.
At BURG+CO., we know how to use digital marketing services, such as SEO, content marketing, and conversion strategy, to get the messaging of your public health business in front of as many people as possible. Not only do we specialize in healthcare marketing, but we also understand how to balance the goals of your brand with the goals of the patient.
Our team has years of experience in helping healthcare brands improve their digital presence to attract new patients and retain existing ones. If you’re looking to perform better in search engine results and attract more potential patients to your site, we’re ready to talk to you to see how we can help.
Want expert support with your digital marketing? Connect with BURG+CO. today to explore how we can help your public health brand reach a wider audience.