New technologies Internet intranet
  1. Homepage LMU Hospital
  2. New Technologies Internet Intranet
  3. Online marketing
  4. Content Marketing
  5. Content strategy

Content strategy

Define your goals

The content strategy is crucial for your content marketing and can support various objectives:

  • Public relations measures (PR measures)
    Would you like to draw attention to services and products with your content?
  • Brand awareness
    Do you want your LMU Klinikum brand to become better known through your content?
  • Generate initial contacts (leads)
    Do you want to attract new patients/interested parties through the distribution of your content?
  • Increase sales/utilization
    Do you want your content to increase the number of appointments for your services?
  • Develop authority
    Do you want to be recognized as an opinion leader and authority in the industry thanks to your content?
  • Strengthen your website
    Do you want your website to rank higher in search results through links and social signals?
  • Retain patients/prospects
    Do you want to build trust with customers by sharing your expertise?

You can achieve all of these goals with content marketing. Clearly define the goal you want to achieve before starting the campaign. This is particularly important so that you can later evaluate whether the campaign was successful or not useful for the set goal.

Dartpfeil steckt im Bullseye

Define a content strategy/overall strategy

Three of the most common overall strategies could also be important for you:

  • Channeling traffic
    Should visitors come to your website from social networks and be directed to your services from there?
  • Attract customers
    Should free content and valuable information on all channels lead to registration in order to view the rest of the content or receive other added value?
  • Focus on services/products
    Should all content focus on your service or product and promote sales or increase capacity utilization?

Further procedure for the content strategy

By narrowing down to one subject area, you have already laid the foundation for defining the niche.

Here is an example

If your subject area is "Surgery", this is very comprehensive. There are dozens of other possible sub-subjects. Try to find a niche topic! Concentrate on trauma surgery, for example. You can get even more granular by focusing on a treatment specialty, such as foot and ankle surgery.

Make sure that the niche doesn't become too specific. Your target group must remain large enough and your content must be in demand to ensure that content marketing pays off and that your brand becomes better known and your sales and utilization can be increased.

Get an overview of your target group by:

  • searching for other sites with the same topic
  • checking whether there are active communities on the topic
  • analyzing whether your product is even suitable for this niche

For a good content strategy and to win the competition, you first need to find out who your competitors are. To do this, use the research from the "Finding the right niche" section above, in which you identified sites and communities with similar topics. Examine which sites are being discussed and how and whether these sites carry out content marketing. This will give you an idea of which measures should be tested and which channels your competitors are using, such as social media, blogs, etc.

Important: Don't copy your competitors' measures, but make a note of the frequency with which your competitor posts the various types of content and analyze (together with us if necessary) how the competitor has integrated user interaction on the website. This will give you a starting point for developing your own plan.

Collecting ideas for good and captivating content can sometimes take a lot of energy, sometimes inspiration needs a little help.

For this reason, you should:

  • Monitor your niche closely by keeping an eye on the aforementioned communities and competing sites
  • set up a feed reader or Google Alert
  • Be active in social networks and forums

On the one hand, this has the advantage that you are always up to date, and on the other hand, it generates new ideas. A blog post can lead to you gaining a new perspective on the topic and then processing it yourself. An infographic from a competitor can also be an incentive to take a closer look at a particular aspect and discuss it in detail.

Make a plan for content creation. To do this, you should create a publication plan for your content so that you can enter it into the hospital's WCMS in advance and schedule it. Pay attention to whether your content is geared towards special events and must be published in advance.

However, the topic of the content itself is also crucial for the content plan. The five W-questions can be used classically for this: Who, How, Where, What, Why? This provides several levels of consideration in the first step, but is of course quite general. It makes more sense to select more specific levels of consideration and link these to the topic. Using a matrix, we can create levels of consideration such as "preliminary information", "aftercare", "hopes" or similar. In this way, content ideas for your own service can grow from different perspectives.