Content Marketing

Understanding Content

Unlike ad copy, which is designed to sell a product or service, content is essentially information marketers put out there to be consumed by internet users.
Content can take many forms, and encompasses the written word as well as designed visual elements. Here are just some of the forms of content we create, curate, and promote as part of our clients’ strategic marketing:

• Website content
• Blog posts
• Social media promotions
• Articles
• Press releases
• Newsletters
• E-books
• Infographics
• Reviews/testimonials

What Is Content Marketing?

Content marketing is a term that has gained a lot of buzz in recent years, but it’s important to understand what it is, and what it isn’t (or shouldn’t be). We try to bring uncommon quality to everything we do, and with content marketing that means creating content your patients and prospects will find valuable and relevant and ensuring the consistency that ultimately drives profitable customer action.

What so many other agencies get wrong in their approach to content marketing is that they churn out content quickly and consistently, but with little regard for quality, relevance, and value to the target audience. It’s fine to get a new blog post published every week, but what’s the point if no one wants to read it, or it is written so poorly that it reflects badly on your business?

At Etna, we know that when it comes to content, more isn’t always better; we believe better content is better.

Our Strategic, Integrated Approach

Our experienced, award-winning medical web content writers and designers work with you and your Etna strategy team to produce high-quality, targeted content that captures the voice, tone, and feel of your brand. This content answers customers’ needs, and helps you achieve your business goals. Those goals may include:

• Acquiring new customers or attracting repeat business
• Achieving higher search engine rankings (SEO)
• Increasing visibility and brand awareness
• Building a robust social network of brand advocates
• Cultivating a solid reputation online

In developing your content strategy, we get to know you, your business, your competition, and your ideal customer. With accuracy, value, and relevance as our guideposts, we craft content that differentiates your brand and consistently engages customers.

When it comes to content marketing, we’re playing the long game. In addition to making sure that your brand is regularly generating fresh content, we also consistently monitor the performance of existing content, and implement strategic updates and modifications aligned with our best practices and your business goals.

The Benefits of Well-Executed Content Marketing

Consistent production of relevant, quality content is arguably one of the best ways to build your brand and grow your business. Great content, marketed strategically, will improve rankings and drive traffic to your site. Once there, potential customers will find more great content – crafted by experts who understand your business – that answers their questions and convinces them of your unique value. This translates to increased leads for your practice.