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What is Content Marketing for Nurse Entrepreneurs?

Entrepreneurs Article   (832 Views | 8 Replies | 879 Words)

Elizabeth Hanes has 12 years experience as a BSN, RN and specializes in Freelance Writer, 'the nurse who knows content'.

6 Followers; 10 Articles; 9,070 Profile Views; 275 Posts

How can you leverage content marketing for your business?

You've heard the buzzphrase, now find out what content marketing really is - and how it can help you market your business on the cheap.

What is Content Marketing for Nurse Entrepreneurs?

Because I work as a content marketer, I often forget that other nurse entrepreneurs might only know the term “content marketing” as a buzzphrase. That’s unfortunate, because content marketing represents the easiest, least expensive way any nurse can promote her business. In fact, if you possess the writing chops, you even can produce your own content marketing assets and save the cost of a writer (like me)!

What is Content Marketing?

The Content Marketing Institute defines content marketing this way:

Quote

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Sounds pretty. But what does it really mean?

Simply put, content marketing consists of various assets (blog posts, white papers, web page copy) that provide your prospective clients with information that’s valuable to their situation, relevant to the problems they face, and that positions you (or your product/service) as the best solution to their issues – which leads them to become your client.

If that still sounds convoluted, let’s use blogging to illustrate how content marketing works.

Perhaps the best recognized example of content marketing is the humble blog. I don’t want to imply that every nurse entrepreneur should run out and start a blog. That’s not the case. Your marketing should be driven by strategy, and if a blog doesn’t fit within your strategy, then you shouldn’t waste time pursuing it.

But for the purposes of illustration, I’ll use blogging because it epitomizes the definition of content marketing. A blog can provide prospective clients with:

  • Valuable information that is…
  • Relevant to their situation and the problem(s) they’re facing, and…
  • Positions you (or your product/service) as an authority on the subject who can best solve their problem(s) for them.

For example, let’s say you’ve decided to set up shop as a geriatric care manager (GCM). Who is your ideal client? Possibly a daughter who lives distant from her elderly mother, who has multiple health issues. Your blog can provide regularly published posts for that daughter that cover topics that help her better care for her mother, like:

  • How to evaluate an elderly parent’s cognition over the phone
  • What to do if your parent falls repeatedly
  • The importance of family caregiver support systems – and how to create one
  • How to obtain a medical power of attorney

You get the idea.

The daughter subscribes to your blog and regularly reads your helpful posts. Eventually, it becomes clear to her that her mother can no longer live independently, but arranging for consistent care from a distance is hard for the daughter, so she turns to…you. After reading your blog for several months, she’s convinced you really know what you’re talking about and clearly are the best choice to help her manage her mother’s care from afar. You wind up engaging her as a client.

In this case, content marketing via blogging led a prospective client down the sales funnel to your door and helped convert the prospect into an actual client.

What Content Marketing is Not

I think it’s important to note that content marketing should not be highly self-promotional. Using the example above, the geriatric care manager’s blog should not include (many) posts like:

  • How a GCM solves your care management problems
  • Why you should not necessarily choose the cheapest GCM
  • Why you should always engage a GCM and never try to care for your elderly parents on your own

These types of self-serving posts fail the “valuable” and “relevant” criteria for effective content marketing. An occasional post about a topic like “what do GCMs do” would be all right, but mainly your blog posts should confer direct value to the reader.

Types of Content Marketing Assets

I could go on for a long time in making a list of content marketing assets, but I’ll limit myself to the most popular ones any nurse entrepreneur could commission or produce herself:

  • Blog posts
  • Social media sharing (such as relevant news)
  • Infographics
  • Podcast
  • Video channel
  • Ebooks
  • White papers
  • Case studies
  • Resource pages on your website

Best of all, many types of content assets can be repurposed into other assets, giving you a lot of bang for your marketing buck. For example, a podcast episode could be repurposed into multiple blog posts, an ebook, a resource page or an infographic.

Bottom line: content marketing represents a very cost-effective way for any nurse entrepreneur to build her business, no matter what type of business she’s in!

How do you (or might you) leverage content marketing to promote your business? Please share your ideas and success stories in the comments!

Elizabeth Hanes BSN RN is 'the nurse who knows content.' For a decade she has helped major healthcare brands communicate with their target audiences to build relationships and drive business results. Learn more about Elizabeth at RN2Writer.

6 Followers; 10 Articles; 9,070 Profile Views; 275 Posts

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2 Articles; 43 Posts; 301 Profile Views

This is a great guide for me who is trying to build my brand. I am "the nurse who informs." 🙂 

Since I want to become a nurse writer, I plan to use blog posts to showcase what I can do. Post on topic involving patient teachings, various disease processes, use of complementary therapies and when I eventually get into a graduate nurse program (hopefully soon), I will include topics from the area I would be working in. 

I believe this will set me in the right direction to showcase my writing abilities and one day I might just be writing for WebMD, ANA and others. Thanks. Your articles have been very helpful and I am making baby steps. 🙂

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Elizabeth Hanes has 12 years experience as a BSN, RN and specializes in Freelance Writer, 'the nurse who knows content'.

6 Followers; 10 Articles; 275 Posts; 9,070 Profile Views

Hi, RNat55! It sounds like you're off to a great start - and I love your tagline! Glad you've found this post useful. I hope you'll consider submitting articles to allnurses.com as a way to get excellent, credible work samples for yourself!

Beth

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Sean Kennard is a BSN, RN and specializes in Behavioral Health | Nurse Educator.

1 Article; 3 Posts; 83 Profile Views

Thank you, Elizabeth!

This is a wonderful breakdown of how to understand content marketing and apply it as a nurse entrepreneur.  

As I read through this article, I couldn't help but notice that I am already implementing many of these strategies.  However, I would not have correlated them to 'promoting my business' until I saw how you explained that it is indeed just that.

I will now explore additional means of providing value to my audience (relevant to their needs) and begin to further establish myself as an authoritative subject matter expert on my topic of passion.

I really appreciate your content laying-of-the-framework to help nurses like myself and others optimize our promotion efforts.  This article helps greatly!  

Thank you!

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Elizabeth Hanes has 12 years experience as a BSN, RN and specializes in Freelance Writer, 'the nurse who knows content'.

6 Followers; 10 Articles; 275 Posts; 9,070 Profile Views

Hi Sean! Thank you for your kind words.

You're clearly an intuitive marketer, since you have been doing many of these things but didn't view them as marketing initiatives. That's fabulous!

What is your business? Are you self-employed? I'd love to hear more!

Beth

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2 Articles; 43 Posts; 301 Profile Views

Thanks Beth! I am learning from the best!

 Yes, allnurses.com is number one on my list.

 

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Sean Kennard is a BSN, RN and specializes in Behavioral Health | Nurse Educator.

1 Article; 3 Posts; 83 Profile Views

Hi Elizabeth!  You're most welcome!

Thank you for your kind words as well.  Yes, I'm learning more and more on a daily basis about how just helping people solve their problems on the public domain is, in itself, marketing.

I'm learning that my business is to help nurses understand the structure in which the NCLEX is written and delivered.  I haven't monetized my services as of yet at least, but it's becoming apparent that the framework I'm providing on multiple group forums is catching attention and people want to know more about it.

The validation from this is humbling and truly motivating.  I've since contacted my local SCORE office for assistance getting set up as a business as outreach for my consultation grows.  I want you to know that I've printed your article and used it as a template for understanding and differentiating my sources of content.  Your article spoke to my soul at the right time in my life and I can't thank you enough for sharing your view in such a digestible format.

I look forward to your posts!

:happy:

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Elizabeth Hanes has 12 years experience as a BSN, RN and specializes in Freelance Writer, 'the nurse who knows content'.

6 Followers; 10 Articles; 275 Posts; 9,070 Profile Views

16 hours ago, Sean Kennard said:

Hi Elizabeth!  You're most welcome!

Thank you for your kind words as well.  Yes, I'm learning more and more on a daily basis about how just helping people solve their problems on the public domain is, in itself, marketing.

I'm learning that my business is to help nurses understand the structure in which the NCLEX is written and delivered.  I haven't monetized my services as of yet at least, but it's becoming apparent that the framework I'm providing on multiple group forums is catching attention and people want to know more about it.

The validation from this is humbling and truly motivating.  I've since contacted my local SCORE office for assistance getting set up as a business as outreach for my consultation grows.  I want you to know that I've printed your article and used it as a template for understanding and differentiating my sources of content.  Your article spoke to my soul at the right time in my life and I can't thank you enough for sharing your view in such a digestible format.

I look forward to your posts!

:happy:

Oh, that sounds like a fantastic business opportunity! Well done. I'm so happy you found the article valuable. That's music to my ears.

Wishing you much success!

Beth

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Sean Kennard is a BSN, RN and specializes in Behavioral Health | Nurse Educator.

1 Article; 3 Posts; 83 Profile Views

4 hours ago, Elizabeth Hanes said:

Oh, that sounds like a fantastic business opportunity! Well done. I'm so happy you found the article valuable. That's music to my ears.

Wishing you much success!

Beth

You are most welcome!  I appreciate your support!  

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