How Storytelling Can Power Your Content Marketing

posted by Pivotal Health Solutions on Friday, May 15, 2015

"Content marketing" is a popular buzzword these days, and the easiest and best way to handle this is by doing something that comes naturally to most of us: storytelling. 

University health systems are doing a particularly good job of this, and two that stand out are the University of Pittsburgh Medical Center and the University of California-Los Angeles. UPMC focuses on consistent storytelling, posting at least one article a day via its blog channel that can help solve problems. Articles are all written by the subject matter experts themselves, and the key is to offer useful health information before someone is in need of health care. On the other hand, UCLA's focus is to help drive students to its medical college, and to that end, it has launched "Day in the Life," stories that showcase what it's like to work in a specific medical specialty. 

Any practice can benefit from these tactics by identifying the audience it is trying to reach and determining stories that will appeal and be helpful to them in their daily lives. 

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Everybody loves a great story, whether it’s an old high school #ThrowbackThursday photo on Instagram, breaking news from CNN, or tips on how to stay healthy when balancing work, family, and social life.

University health systems understand this, and they’ve recently begun using stories to reach potential patients and students. In doing so, they’ve also developed an effective, scalable approach to healthcare content marketing.

There are two university health systems leading the industry when it comes to storytelling via content marketing. Here, we’ll explore these programs and why they’re a cut above the rest.

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This article excerpt, by Christopher Annese of Skyword, originally appeared here: www.skyword.com/contentstandard/enterprise-marketing/how-storytelling-can-power-a-university-health-systems-content-marketing.