How Do I Best Create Valuable Website Content?

April 1, 2013

Ask The Expert with Ben Dillon

Ben DillonContent 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.


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.

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