How to Produce Content More Efficiently (Our Best Tips)

By Stewart Gandolf, Chief Executive Officer

The healthcare industry is under immense pressure to produce content quickly.

Generative AI might seem like a quick fix, but the industry’s specific challenges often get in the way.

Learn how to streamline your content creation process without sacrificing quality or compliance.

Here are our best tips:

Prioritize Performance Analytics

Determining the effectiveness of content quickly and accurately is challenging, so it’s important to build the right team or partner with the right agency.

Track content performance metrics to identify what works and what doesn't. This way, you can use data insights to refine content strategies and improve future content.

Develop Custom Workflows

Define clear roles and responsibilities for content creation, review, and approval. Then, establish a custom workflow that makes sense for your agency partnership or in-house team. This helps align expectations, streamline work, increase efficiency, and reduce errors so you can manage tasks more efficiently (helping you save time).

Be sure to include all necessary steps in the review and approval process, which may include:

Internal review
Regulatory and legal review
Editorial review and fact-checking
Stakeholder review
Final revisions, proofreading, and approvals
Content deployment and distribution across planned channels and formats
Performance monitoring
Ongoing review and refinement to optimize performance

Time-Saving Tips from the Front Lines

Don’t invite more chefs into the kitchen! (Keep your team streamlined and nimble for speed and efficiency.)Request all feedback at the same time to minimize revisions.

Provide Content Briefs

Speeding up content creation often comes at the expense of quality, which can damage brand reputation. Instead, develop detailed content briefs to provide clear direction to writers and medical experts and ensure alignment with strategic goals and your target audience.

Establish Clear Guidelines

Create and share clear guidelines for writing, SEO copywriting best practices, brand messaging, and proofreading to minimize back-and-forth, leading to a more efficient workflow and higher-quality output.

Develop Content Templates

Create standardized templates for different content formats (e.g., blog posts, social media posts, press releases, etc.) to streamline the writing process, maintain consistency, and ensure all necessary information and elements are included.

Collaborate With the Right Subject Matter Experts

Creating high-quality healthcare content often necessitates collaboration with medical experts, which can introduce bottlenecks. Create a knowledge base of medical information and train content creators on key topics.

Repurpose Content

Leverage existing content to create new formats (e.g., turn blog posts into social media graphics, webinars into blog articles, etc.). Repurposing content helps your organization get more value from your existing assets, reach different audience segments, and maintain a cohesive brand message across channels and platforms.

Defining a clear distribution strategy also helps maximize reach and engagement.

Get Organized

Create a central repository of medical information and guidelines for easy access. You’ll also want a process for organizing your assets (such as images, videos, logos, etc.).

Creating a well-organized library of digital assets is another way to increase efficiencies and save time. Placing pre-approved materials (e.g., icons, photography, stock images, videos, logos, typefaces, etc.) into a centralized location streamlines design creation—and approvals.

This strategy can also be used to keep a centralized list of patient testimonials, stories, accolades, awards, and more to further enrich your content!

Develop a Crisis Management Plan

A healthcare crisis can develop quickly and take on a life of its own online overnight. Protect your brand reputation and get ahead of problems quickly by creating a crisis communication strategy to effectively navigate proactive and reactive crisis situations. This may include pre-approved messaging and distribution channels.

Want more? Watch our free webinar, Healthcare Content Marketing Best Practices, to discover the secrets to long-term content marketing success.