Keeping it Fresh: the importance of content audits for healthcare communications professionals

By: Chris Thompson on November 15, 2017 Categories: Content Marketing, Healthcare
keeping fresh content

Healthcare is changing. Beyond the politics that drive industry decisions, advances in science and technology keep the medical field progressing forward.
This provides healthcare communications professionals with a wealth of interesting content. Having a content bank or asset library is essential for healthcare marketers because it helps ensure that all of your assets are organized and up to date.

Keep it in the bank

Mintent has an asset library where you can store all of your press releases, ‘Ask the Expert’ interviews, blog posts, columns, articles, etc. for future use. This is an important feature to have because when, for example, Stroke Awareness or Heart Care Month rolls around, you will be readily able to access to your documents so you can re-use and repurpose when relevant, or confirm that you are not repeating ideas.

Within Mintent’s asset library you can:

  • Label your content with strategic metadata
  • Pull up what you need using keyword search
  • Preview your content
  • Download it when you need it

Don’t forget about it

Now that your asset library is chock-full of engaging content, don’t let it become “out of sight, out of mind”. Performing an annual or quarterly audit of the content that you already have will ensure that the content is accurate and that nothing goes overlooked. When used in conjunction with the calendar, you will have a birds-eye view of what was published in the past, or what is going to be published in the future, to ensure that your team doesn’t publish any untimely posts that could lead to a PR disaster (click here for a good example of that.)

When checking for accuracy, some questions to ask yourself include:

  • When is the last time this was reviewed by a nurse, doctor or other healthcare professional to verify that it still reflects current standards?
  • Are there new SEO terms that needed to be added to blog or web content?
  • Is the expert quoted in the content still employed or associated with your organization? If not, where on your website or blog do changes need to be made?
  • If the expert is gone – can this content be repurposed and a new expert quoted, or does the whole piece need to be removed?
  • How successful was this piece? Can we use something similar in our upcoming editorial calendar planning?
  • If a patient is quoted in this piece, do we have their privacy waiver on file?

Using Mintent’s tool, you can send drafts of the content online and give access to your experts to review and make changes. You can set up notifications to let you know when they are complete and ready for you to either save or publish again.

Reuse, recycle and… relax!

Reusing your content helps you get the most out of every piece written, along with relieving some of your workload.

Just because you’ve used your content for a blog post, doesn’t mean you need to never see it again. These can be repurposed into press releases, web content and more. Media pitches can be stored for later use as a social media or blog post. Can a Facebook video be made with the facts? How about an infographic for social media? The possibilities are endless.

When repurposing content:

  • First, verify the last time the piece was edited or reviewed
  • Identify when it was originally used. Has enough time gone by that this would qualify as fresh content to a new audience?
  • Determine what changes are required in order to make it fresh
  • Are there events or campaigns in your editorial calendar that could benefit?
  • Brainstorm with your team to develop some alternate ways to use the content

Mintent has several tools that can help you determine if a piece might be worth a second glance in the future.

With the campaign tracking tool, you can measure the success of your content. If your audience responds to a certain type of post, you can make note of it and store it in the Idea Bank tool for future consideration.

In the editorial calendar, you can view what type content may be needed later in the year. When adding events to the calendar, you can make notes to your team about what content is already available and can be used as a starting point to create more.

In the content planning tool, you can evaluate your existing content and measure how it stands up against any patient personas that you may be trying to target.

Having an efficient content management system not only helps you create and organize messaging for your audience, but its tools can help ensure that your sites and posts remain fresh. Keeping your asset library full and fresh will provide you with the knowledge that your well-crafted words will never go out of style!