How Do I Best Create Valuable Website Content?

April 1, 2013

Ask The Expert with Ben Dillon

Content management is one of the most difficult – and most overlooked – pieces of Web development. The average hospital website comprises more than 1,500 pages of unique content. Creating and maintaining all that content requires more work than most administrators can easily manage, especially if they lack full-time employees dedicated to the task.

Fortunately, a few content sourcing options exist. Many healthcare organizations purchase a license to use another’s party content on their website. Other organizations write the content or work with professional writers to create custom content for their sites.

As you evaluate the content you need and the sourcing options available, consider the role content plays on your site.

Content is a valuable working asset

Your content is one of the most important aspects in the success of your website. Effective content helps you:

Acquire new site visitors.
Educate your community about medical conditions, medications, and treatments.
Persuade visitors to seek your services rather than the services of your competitor.

Acquire

Web content helps build awareness of your organization. Health consumers turn to the Web to research health topics, symptoms, conditions, and treatments. When they search for a topic, you want them to find your site. Adding content that covers a variety of topics and has been optimized for search engines helps improve your rankings and attracts more consumers to your site.