Healthcare content marketing explained

Create human connections through content

Healthcare content marketing describes the strategic use of online content – like websites, blogs and social media posts – to engage your audience. Every piece of content has a strategic purpose and plays a role in their journey. This could be information about a new treatment for patients, explaining to clinicians how a new healthcare app works or informing stakeholders about the impact of a new service. 

Healthcare content marketing is complex, with controls and regulations around communicating health-related information. Content must be simple, clear and consistent – helping all users to understand what your business, brand or organisation does and the positive impact you can have on patient lives.

If you’re wondering how to create a healthcare content marketing strategy that cuts through the noise and connects with your core audience, we’re here to help. We break down the steps to create a healthcare content marketing campaign that’s driven by your audience. 

Section 1: Understanding healthcare content marketing

So, what is healthcare content marketing? 

Simply put,  healthcare content marketing is about educating your audience and providing valuable information that builds trust. Your healthcare organisation is likely to have several audiences you want to engage, including:

Content marketing describes the strategic use of several channels to engage these audiences. It encompasses everything from blog posts, articles, and videos to infographics and social media content. 

Every piece of content plays a purpose, working towards a strategic goal. This could be raising awareness before a service launch, inspiring new sign-ups to an app or promoting the launch of a new clinic or hospital. 

Underpinning your content programme must be a solid strategy that’s driven by your audience. You need to ensure that you’re creating content that answers their questions, interests and engages them and is accessible through their choice of content channels. Healthcare content must cut through the noise, competing with the millions of pages of commercial content on the internet. (A mountain of content which is being added to every day.)

Why is creating healthcare content a challenge?

Creating healthcare content is more complex than other commercial or charity content creation. Why? Because it must be accurate, with authority and comply with regulations. 

Every claim, fact or figure must be referenced and meticulously researched. In most cases, healthcare content will be checked by a series of experts (including clinical and legal teams).

You have an ethical responsibility not to mislead or misinform your audience. This could easily damage your credibility and destroy trust – which could fatally harm your credibility and brand.

These are some of the reasons why you should always work with a specialist healthcare content agency like 42group. (We’ll explain why later in this blog…)

Section 2: Setting your goals and defining your audience

We keep saying it, but every effective healthcare content marketing campaign is based on solid audience knowledge and insights. Here’s our simple-to-follow, step-by-step guide to setting your content goals and defining your audience.

Section 3: Selecting content channels for your healthcare marketing campaign

You’ve defined your audience and set your goals and now you need to find the right mix of content to engage them. Here are some of the content channels to consider for your healthcare marketing campaigns.

Is this every content channel? No. There are 

Section 4: Creating engaging healthcare content

We don’t have the space to provide a writing guide on healthcare content. There are some key principles of what makes great content, but you need experience and insight that only come from practice. 

It’s impossible for us at 42group to distil almost a century of combined writing expertise into a few lines, but we’ve tried here… (If you want a more detailed blog, read our healthcare copywriting guide.)

5: SEO strategies for healthcare content

Search online for SEO and you’ll get hundreds or even thousands of guides that all tell you the same things: identify keywords, optimise content and secure backlinks to build authority. 

Is it good advice? Yes, it is – but doing the same things everyone else does won’t secure you the top spots in Google. 

As you can imagine, we’ve written about healthcare SEO (and why you should work with a specialist agency).

Instead of focusing on ranking with your content and trying to game the algorithm, focus on the audience first. Producing content for people is likely to deliver you a bigger SEO boost than producing dull and derivative content that your competitors already do. 

We know (and so do SEO agencies) that it’s hard – and in some cases impossible – to usurp pages with history, hundreds of backlinks and a high DA – so don’t try. Do something new, original and engaging and you’ll find the results come.

Section 6: Adaptation & optimisation

Content marketing is tough for several reasons. Increased competition for attention means we have to work harder than ever before. Algorithmic changes mean that we must always be on our toes. Audience preferences, too, play their part. (Does anyone actually use Facebook anymore?)

The key to an effective content strategy is the ability and willingness to adapt. If you follow our guide and the steps we’ve outlined, you’ll have a great chance of connecting with your audience. But what works today won’t necessarily work tomorrow – and you need to be prepared to shift. 

This doesn’t mean ripping up what you have, but might mean investing more in channels that deliver success or focusing attention on specific social channels.

Optimisation, too, is key to maintaining and improving your online presence and position. As well as creating new content, you should use analytics and insights to identify core pieces of content and ensure they remain relevant and authoritative.

We do this in a structured way. As part of our analysis and reporting, we can identify high-performing and low-performing content on every channel. We use this information to help us decide what new content to produce based on direct audience feedback. By spotting content that doesn’t work, we can edit and improve it – and ensure we don’t create new content that may also fail to connect.

Create, adapt, optimise – that’s the process we follow. How about you?

Connect with a healthcare content marketer

Need content marketing strategy and support for your project? We’re here to help. Contact 42group today and connect with a healthcare content marketer.

Get in touch

Healthcare content marketing questions

Here are some of the common questions we’re asked about healthcare content marketing. (Don’t worry, we’ve included the answers, too.)

What’s the difference between content marketing and healthcare copywriting?

Copywriting is about creating the words that grab attention on your website, landing page, ads and more. It’s about attention. Content is about engagement – providing value to your audiences to build trust, increase awareness and drive action. 

In the real world, things can become blurred with copywriting and content writers often crossing over between disciplines. Does it really matter? No.

Should I work with a specialist healthcare content marketing agency?

Obviously, yes. The healthcare sector is complex and you’ll want to work with a specialist that understands the challenges and opportunities of engaging with patients, clinicians, providers and other stakeholders. The more skilled and experienced the content partner, the higher quality work you’ll receive and the fewer edits you’ll need to make. Beyond that, they’ll help you build connections with your core audiences, helping you get closer to achieving your goals.

What should I look for in a content marketing partner?

It depends on your organisation, experience with content marketing and confidence to manage them. At 42group, for example, we work with clients of all sizes to provide a solution that’s tailored to them. That could be as small as a single piece of content or a year-long, multi-channel and multi-audience content strategy.

Alongside the ability to build a bespoke solution, you’ll want a partner with experience of working with healthcare clients and a powerful portfolio. You’ll also want to work with a team that’s fun, friendly and fantastically professional. 

These are the core things you should look for in a healthcare content marketing partner.

Do content marketing agencies manage SEO?

Some do, others don’t. At 42group, we offer content-based SEO support. This includes managing and optimising the behind the scenes stuff like tags, titles and meta descriptions as well as creating a comprehensive keyword-driven content strategy (and then writing all the content).

We don’t manage the technical aspects, like website optimisation, page speed improvements and backlink building. For this, you should work with a specialist agency with the right qualifications and connections. 

Be wary about content agencies that claim they can also manage all aspects of SEO.

How much will content marketing cost?

Every project will need to be costed independently. At 42group, we work on a flat rate of £500 per day. 

When will I see results from my content marketing campaigns?

This is a hard one. Most people consider the impact of content marketing on their search engine ranking. There are many factors that can influence the speed of ranking, but we’d expect your content to start moving the dial within 3-6 months. However, it can often be much quicker. 

On other metrics, like social media engagement for example, you can have an almost instant impact.

Can I get AI to create healthcare content marketing strategies and outputs?

There are two questions here. Can you do it? Absolutely. Should you? No. 

Digital health copywriting is a core part of a complete digital health marketing solution. Digital health copywriters promote healthcare innovations, including new digital tools and technologies, healthcare apps, AI and more. 

Specialist health copywriters develop the tone of voice and messaging frameworks before creating copy and content that creates connections with your core audience. The best digital health copywriters work across multiple channels, including web content, online advertising, SEO, ads, and more – using creative copy to increase awareness, capture attention and build your audience.

Digital health copywriters, like the 42group team, combine persuasive writing expertise with deep industry knowledge to create copy that educates, engages and inspires audiences for those in the health and wellbeing sectors.

In this detailed article, we’re going to explain what digital healthcare copywriters and content experts do and why they’re critical to the success of your healthcare innovation. 

What is digital healthcare?

Digital healthcare is a catch-all term for a wide variety of tools, technologies and solutions. Digital health solutions can include:

Some digital health solutions can combine several of these elements into one system. Digital pathology, for example, combines advanced software, hardware and AI algorithms into one system. Tech-solutions like Zoe provide a complete system combining hardware, software and apps.

Digital health solutions use new technologies to improve healthcare delivery and patient outcomes. New solutions can optimise workflows, helping clinicians do more with limited resources. AI and machine learning could transform healthcare, powering a new revolution in personalised medicine. Apps can provide people with accurate information in real time, enabling them to make the best choices for their health and well-being.

Alongside opportunities, digital healthcare demands changes in behaviours, culture and systems. Individuals and organisations must adapt to embrace opportunities and embed change.

Digital transformation isn’t easy, but it is worth it…

What does a digital health copywriter do?

Communicating around digital health is more than describing new technologies or innovations. Marketing digital health is about providing a picture of a future for patients, clinicians, providers and stakeholders – acting as a bridge between medical innovations (and innovators) and consumer understanding. 

They (or rather, we) are responsible for crafting clear and compelling content that demystifies complex health concepts and makes them accessible to a broader audience. 

This can include writing for websites, blogs, product descriptions, patient education materials, advertising campaigns, films and animations and more.

The ultimate goal? To raise awareness and inspire actions that enhance health outcomes. (And to make your company sound cool, obviously.)

How to create engaging digital health content

Engagement is key in digital health content and copywriting, whether you’re writing for patients, clinicians, commissioners or other key people.

We know that audiences want informative content that’s relatable, compelling and written with authority. It should be functional and focused, but where appropriate, to be personal and relatable. We want people to understand what you, believe in you and – critical in healthcare – to trust you. 

Healthcare copywriters are experts at translating dense and complex medical terminology and jargon into content that resonates with people’s lives and experiences. The core copywriting challenge lies in maintaining accuracy while ensuring the content is digestible and engaging.

Healthcare copywriters can help you tackle a range of tasks, including:

How does the copywriting process work?

For example, let’s consider the task involved in launching a new medical app. A copywriter can help your company to:

These are just a few things a digital health copywriter can support you with. You’ll likely have several other specific requirements a copywriter can help with. Adaptability is all part of the package, with the writer becoming part of your team (at least for the duration of the project or until you stop paying them).

Each piece of content must be meticulously crafted to align with your goals, whether it’s raising awareness, educating the audience or driving sales. 

The quality of any copywriter’s work is based on the understanding between them and the client, which is why we invest significantly in building the foundations of a partnership which is codified through tone of voice documentation, briefs and planning documents. It’s a lot of effort, but the outcome is much higher quality content that creates connections. 

At 42group, we have a structured process including on-boarding and immersion phases where we don’t pick up a pen or touch a key but learn about you and your solution. We ask questions, probe for answers and point out issues to bring clarity to the copywriting challenge. At this point, we kick into the briefing and commissioning process (and yes, we talk about money, too), sharing the price you’ll need to pay for a total copywriting package. 

What can’t digital health copywriters do?

Digital healthcare copywriters typically aren’t medical professionals, which means they can’t help you with clinical documentation, technical information and patient journey information. These require the input of clinicians and healthcare experts. Don’t worry, if this is part of your project we can point you in the direction of several partners who could help.

Where this gets a little confusing is research and academic writing. At 42group, we can provide academic content writing and editing services, but only where we (or our extended team) have expertise and can offer value.

The impact of quality content on healthcare marketing

Quality content is critical to effective healthcare marketing. Your copywriter (or copywriting team) will define your tone of voice and bring it to life across all customer or clinical touchpoints. As well as content that’s precise and full of personality, it’s consistent, which ensures there are no breaks in the chain from awareness, interest and action. 

Great copywriting has the power to educate, persuade and inform your audience, turning even casual visitors into trusted customers. In healthcare, where trust is paramount, high-quality, well-researched content can significantly impact your brand’s reputation and boost your bottom line.

SEO strategies for health websites

SEO is a core part of the copywriter’s job. The copywriter works with technical experts to implement search engine strategies tailored to health websites. Healthcare SEO is vital for improving content visibility and ensuring your content reaches the right audience at the right time. 

Creating optimised content involves keyword research, understanding search intent, and optimizing content to rank higher on search engine results pages. 

A well-executed SEO plan attracts more visitors, establishes your site as a credible source of health information and increases trust in your product, service, or solution. 

It’s a huge topic area and something we cover in detail in our healthcare SEO guide (so start there digital marketers…).

Finding the right health and wellness copywritng partner

Each client has their own set of requirements for every project. Ultimately, every healthcare copywriter should be judged on their ability to understand and articulate complex health topics in a way that resonates with their target audience. 

Of course, experience in the health sector demonstrated through a strong portfolio and a keen understanding of content marketing strategies are key indicators of a capable copywriter.

Beyond that, you’ll want to work with an agency that can understand your service, product, or solution. They’ll need to capture its essence and communicate its impact. 

At 42group, we’ve worked with a wide range of digital healthcare clients, including the NHS, private providers, medical app companies, medical device companies and app developers. We’ve created content and written copy for all types of digital health companies and at all stages of their journeys – from start-ups to implementation at a national scale. Work with us and you’ll benefit from our insights, processes and unrivalled professional knowledge. 

We’re also nice people to work with.

Why work with a specialist digital health copywriter?

High-quality digital health copywriting is vital to ensuring that your product, service, solution, or innovation has a positive impact on patient outcomes. 

Agencies like 42group can find the right blend of industry knowledge, writing skills and marketing expertise to ensure every piece of content plays a role in powering change. While other agencies may profess to have the knowledge, it’s unlikely they’ll have developed the deep insights into the NHS that are generated through the experience that we do. 

It’s your brand, business and future, so be confident you’re making the best choice. 

Connect with a digital health copywriter

Take the first step towards more engaging, informative, and impactful health communication by contacting 42group.

Get in touch

Digital health copywriting questions

Is this a shameless attempt to use questions to improve SEO? Perhaps, but you may have also wondered about these questions, so let us furnish you with some answers.

What is health copywriting?

“Healthcare copywriting describes the process of creating content for healthcare organisations, including web copywriting, advertising copy, product descriptions, and social media posts.”

That’s how we start our healthcare copywriting guide and that’s probably the best place on the internet to start.

What does a digital copywriter do?

Digital copywriters primarily work online, creating content for websites, apps, social media platforms and ads. The skills they need are about building connections with online audiences – which demands a slightly different approach to off-line copywriting. A core part of the digital copywriter’s job is an understanding of SEO. 

What’s a digital health copywriter?

When we use the phrase ‘digital health copywiter’, we mean a person that is writing about digital health innovations. This could be online of offline. Innovations include new digital tools and technologies, healthcare apps, AI and more.

What is wellness copywriting?

The wellness industry is growing faster than ever and includes a broad range of treatments, activities and approaches that aim to improve health and wellbeing (including mental health). Wellness copywriters use their skills to create 

What qualifications do you need to be a digital copywriter?

There are no qualifications you need to be a digital healthcare copywriter, but a way with words is pretty important. All joking aside, digital health copywriters must understand how the health sector works, including the complex relationships between partners (clincians to patients; providers to clinicians; providers to stakeholders; investors to operators, etc.) It also helps if they’ve worked with a wide variety of healthcare companies at each stage of the innovation process. A great portfolio of work and solid references are essential, too. Do you know what, we’ve just described 42group – so message us.

What does healthcare copywriting cost?

Good question. Copywriting companies are normally pretty coy about their charges (and why shouldn’t they?). Expect to pay around £500 per day for a capable copywriter. You’ll need to pay more if you’re creating medical content or want specialist input. 

Can I get AI to create health content and copywriting?

We get asked this all the time and the answer is: yes! (If you want to destroy your business, brand, relationships and future.)

AI content isn’t the future, it’s the past. Why? Because AI writing tools regurgitate existing content into new forms to try and win ranking positions. It’s low-cost, low-quality and highly derivative. 

It’s also easy to spot. 

Algorithms can identify AI content easily enough, and so can your audience. 

If you use AI to create content for your healthcare brand, be sure to keep our details on hand, as we’re almost certain you’ll need the help of a human healthcare copywriter soon enough.

The internet is for everyone, but poor quality charity copywriting, content and an awful user experience can create barriers for those with some requirements. Online accessibility is important, enabling everyone who visits your website to be able to access, understand and enjoy your content. Accessible web content is a combination of clear content, copywriting and behind-the-scenes technical improvements to 

Why bother with accessibility? The more inclusive and accessible your content, the bigger your audience and the larger your impact. Maximising content accessibility isn’t just common sense; it’s a legal requirement. We could provide a stat here showing that millions of people with impairments and disabilities access the internet, but you should already know that.

Nobody should need to force you to do the right thing. The good news is that creating accessible copy and content is simple, effective and will improve impact. How? Here’s 42group’s guide to creating accessible charity content.

Understanding web accessibility

Let’s start with a brief description of web accessibility. To us, web accessibility is about ensuring there are no barriers to accessing, experiencing, and enjoying your content. 

The technical standards are set out in the Web Content Accessibility Guidelines (WCAG). This is a lengthy – and vital – document that explains your responsibilities for making content and sites accessible. 

If you haven’t read this, it’s an important place to start.

The document can be complex, but you’re not alone. You’ll find that there are hundreds of organisations that can help you audit your website and identify areas where you need to make improvements. Much of this focuses on technical aspects and user experience – but content plays a role, too.

Charities are bound by the Equality Act 2010, like the rest of the UK’s businesses and organisations. This landmark piece of legislation sets out the responsibilities of all organisations to ensure equity of access.

It’s a lot to take in, but the way to approach these guidelines and legislation is a way to optimise your websites and improve the user experience. 

For example, websites should be accessible to those with sight impairments. The Royal National Institute of Blind People (RNIB) has produced a toolkit to help content designers and website builders test the accessibility of sites and identify areas for improvement.

Why accessible content is vital for charities

The WCAG outlines best practices and the Equalities Act 2010 provides the legal context, but there is arguably an even stronger moral case for web accessibility for charities.

Charities exist to change and improve the world for the benefit of all. If your content is inaccessible, it’s fundamentally excluding one (or more) audience. This limits your engagement, influence, and impact – and in a world where charity competition is growing and fundraising is more challenging, this matters.

One great example of a charity website that gets it right is the disability charity Scope. The website exemplifies everything we’re talking about here. The content is clear, the site accessible and all technical elements have been tackled (image text, simple and accessible navigation, clear headings, etc.).

The Scope website is accessible and clear while being contemporary. The accessibility of the website doesn’t inhibit creativity or make the website clunky – it actually improves the user experience for everyone and it’s not the only benefit…

Why an accessible website boosts SEO

Accessible websites are better for SEO. Why? Because you’re sending the strongest signal to Google that you care about your audience and understand their requirements. 

The technical elements are important but matter less to your ranking than the clarity and simplicity of content. When you write for accessibility and put the user experience at the front of your thinking, you’re naturally (and in some cases, unintentionally) optimising your site.

We’re not going to go too deep into charity SEO here, but clear headings, logical content flow, a fast and functional site and easy-to-understand CTAs are all strong signals to Google. 

An accessible website removes impediments to your audience and also to Google’s algorithm. Accessible charity websites rank better. 

Key areas for improving web accessibility

We’ve explained the legal, technical and moral reasons why you should ensure website accessibility – now here’s how to do it. To illustrate what we mean, we’ve provided some examples from several UK charities so you can see the principles put into practice.

Alt text for images

Screen readers offer those with visual impairments the chance to understand and experience your site. They read the text and provide descriptions of images and other elements (like buttons), enabling those who can’t see your website clearly to use it.

Screen readers use image Alt Text to help readers understand what an image is and what it signifies. When you upload a photo to your site, you add a short description to the alt text, which sits behind the page (it isn’t visible). As the reader scrolls down the page, it reads your alt text. 

Good quality alt text = a more accessible website.

One of our favourites is the British Heart Foundation. They use descriptive alt text for images to enhance understanding and provide vital context for visually impaired users. Alt Text doesn’t have to be creative or complicated (in fact, it shouldn’t be). Keep Alt Text descriptions simple and 

Accessible navigation

Website navigation – effectively the flow of the user through the site and their ease of access to important information – is vital. Poor navigation can be frustrating for any user, but for those with disabilities or those with neurodiversity, it can prove to be an impenetrable barrier.

User experience experts can help you create a logical flow through your site. This specialist task is based on user feedback, testing, and insights. 

Even if you don’t have the money or time to do this, you can improve the navigation of an existing site using clear headings, a consistent layout, simple calls to action and contact touchpoints.

Cancer Research UK provides an excellent example of these principles. The website is designed to be straightforward and accessible, with clear headings and a consistent layout that make it easy to find the content you need. 

Keyboard navigation

Can you navigate through your website using the keyboard alone? You may not have tried – but you should. (Here’s a useful guide on how to access a website using a keyboard.) While we may scroll through sites using a mouse, trackpad or finger (on a mobile or tablet) but not everyone can do this. 

The National Trust’s website is a fantastic example of a website that can be navigated solely using your keyboard. The National Trust sites enable users to scroll, click, read and register – all without a mouse click or finger tap.

Captioning and transcripts for audio and video content

When you watch a video on social media, you’ll often see they’re captioned or with subtitles. It’s because people watch them without the sound on – but it’s also about accessibility. So much of web accessibility is about challenging assumptions. 

Go through your site and provide captions and transcripts for all multimedia content.

The Royal National Institute for Deaf People (RNID) ensures all its video content is captioned, making it accessible to individuals who are deaf or hard of hearing. It’s a simple but highly effective way to improve accessibility.

Inclusive language

Every website should use clear, accessible, inclusive, and jargon-free language. Modern website users are solution-oriented visitors, and we don’t want to have to wait or wade through irrelevant, unnecessary, or unclear content to get the answers we want.

(We go into greater detail below on creating accessible content, so don’t worry you haven’t wasted your time.)

There are so many great examples of clear charity content, but Mind stands out to us. The mental health charity really embodies great content, using clear, simple, and inclusive language to make its online content accessible to the widest possible audience.

Accessible copywriting tips

Accessible copywriting is about finding the clearest way to convey your message. It sounds counterintuitive, but writing in this way can be a challenge for many people. Why? Because you’re creating content, then 

How to improve accessible content: Audit, edit and improve

We know charities are under pressure to do more with fewer resources. While you may not have the resources to commission new content, you can improve existing content with our three-step process. 

  1. Audit – Start by understanding where your site is failing in terms of accessibility standards. Technical elements can be checked using a free website accessibility checker. We don’t want to criticise professionals, but for charities with limited budgets, a lot of UX and content accessibility is common sense. Approach your site as a new user and ask yourself relevant questions. Is it clear? Do I know what to do? Can I find the information I need? Can I connect with the people I need to? This audit can identify areas for improvement which should be prioritised. Start with the biggest impact changes and work from there…
  2. Edit – Every charity would probably love a new website, but before spending tens of thousands, explore the improvements you can make to your existing site. Editing content, improving technical accessibility, and refining the navigation are all achievable within your existing site. At 42group, we regularly work with clients to support this process, providing cost-effective and rapid improvements to their sites.
  3. Improve—The process of improvement is continuous. You need to ensure that you have the ability and confidence to edit, update, and improve your site as you add content, new sections, products, services, or customer touchpoints. As previously mentioned, we encourage the creation of toolkits, guides, and other internal resources that internalise knowledge and share accessibility best practices.

We use this simple, three-step process when engaging with clients. It’s about embedding best practices and providing organisations with the capability and confidence to take charge of their content and accessibility.

Wrapping up…

It’s a no-brainer that charities should ensure their websites and content are accessible, but so many don’t. Accessibility isn’t a one-off activity but a continual process that involves assessing what works, refining things and looking to the future. 

Ensuring your charity website is accessible is a legal requirement. More importantly, you have a moral duty to the people you represent. Accessible websites have more impact and influence – inspiring visitors. This can increase awareness and drive donations.

Searching for a charity content partner?

At 42group, we provide people-first content, copywriting and web editing to help you create human connections.

Get in touch if you’d like to know more about what we do and how we can help you…

Get in touch

Search engine optimization can be described as the science of search, but incorporating some psychology can take it to the next level. The technical aspects of SEO – like page speed, performance, titles, and more – are vital, but to genuinely create human connections with your audience, you need to understand what influences them to search, motivates them to click, and inspires them to learn more. 

Even a basic understanding of human psychology and consumer behaviour can significantly enhance your SEO strategies and influence the type of content you create. The result is higher-quality content that connects directly with your audience.

The psychology of search queries

Every search reveals something about the person. Studies have shown generational differences in the language we use when searching

“For baby boomers, it was “favourite” (26%), while Gen Xers’ was “best” (33%). Millennials wanted to know “how to” (33%), while Gen Zers were more interested in “when” (23%)” Frontier Survey, 2022.

Let’s take a product search, for example. Some people search for the “best (product),” others for “cheapest (product)” and others for “where can I buy (product)”. 

Every search has a goal, what we call the intent. We can split search intent into four broad categories: 

The key to effective SEO and content is understanding how to align content with user intent and psychological needs. Search isn’t just about the keywords used, it’s about the rational, technical and emotional reasons why they’re searching, as well as recognising the generational differences in how people 

Google has become the preeminent search engine because of the quality of its results and the deep understanding it has developed for users. Copywriters and content professionals need to be able to translate search into engaging copy that answers audience questions. This is a skill that’s going to become more in demand as we increasingly see voice search and AI integrated into our lives.

Emotional connections through SEO content

The purchase process isn’t rational or technical but emotional, experts say. The desire to connect with customers’ emotions is at the heart of the current investment in brand building that some of the world’s biggest companies have committed to.

Take AirBnB. Everyone knows what the company does, so investing in awareness is pointless. Instead, the company has invested millions in building a brand that connects emotionally with current and potential customers. 

All content created by AirBnB is about influencing the emotions of consumers to influence their decision-making processes. When you want to book a holiday, price isn’t the priority – it’s about new experiences.

What can we learn from this and apply it to content?

Successful content (and copywriters) identify and exploit emotional triggers to improve content engagement. Content that engenders an emotional response is more likely to be read, understood and (vital in the social media age) shared.

We also know that content has to build an emotional connection quickly. This fascinating (and free) podcast from Gloria Mark, PhD explains why our attention spans are getting shorter. (TLDR: it’s spending so much time online and using social media.)  

Charities and charity copywriters are experts at applying pressure to our emotional triggers, but the concept can be applied to any commercial organisation’s content. The critical factor here is to understand the emotional relationship your customers or clients have with your product or service. We’re going back to marketing basics here, but the best SEO content is simple, clear and compelling. 

Establishing an emotional connection is as the core of content – and is only possible if you have a deep understanding of your audience. You can’t get this from search data or keywords – you need to invest time developing detailed customer personas that are supported by real-life insights. Yes, you have to speak to people…

Building trust and credibility through content

In a world where trust is at an all-time low, the psychological importance of trust and credibility in online interactions is more important than ever. Corporations are happy to lie to us (if it makes them a profit), and it almost always does.

Content writers should never assume anyone cares about your content, business or brand. In fact, you should believe – rightly – that they don’t trust you and that you need to earn it.

How can you achieve this through content? Content must be all these things:

Ultimately, SEO is about improving website performance. Too often, this comes at the expense of high-quality content. In a desire to game the algorithm, content writers churn out derivative copy to conform to a template provided by their customer, agency or (in the worst case) an SEO writing assistant.

Don’t do this. It will destroy trust, credibility and confidence in your brand faster than you think. In the long-term, it’ll also result in an SEO drop. (The drop will be precipitous if you use AI to create content for your site…)

One of the most powerful weapons an SEO copywriter has is leveraging the impact of social proof. Social proof comes in many forms, including reviews, testimonials, and social media engagement. Individually and collectively they establish trust and influence action. 

Why? Because our actions are directly influenced by those of others. (This may be a case of psychologists stating the obvious, but we’ll reiterate the point.)

Incorporating social proof into content is vital. This could be as transparent as incorporating a customer or client review, or in the case of articles such as this one, we back up points with links to relevant and trusted sources. 

User experience (UX) and psychological comfort

SEO experts and content writers may not be experts in psychology, but your UX team often will be. The connection between UX design and psychological comfort is clear and critical. Visitors to your site will be influenced by several factors, including ease of navigation, site speed, and mobile responsiveness. These can have a direct and dramatic impact on user satisfaction and SEO success. 

They’re also out of the hands of your average (and above average) SEO writer. 

But, SEO writers can use the principles of good UX in content. They can make content clear and accessible, with a logical flow, simple headings, the integration of media, incorporation of social proof and providing direct answers to explicit and implied questions. 

Understanding search intent and establishing an emotional connection early are also important in building trust and confidence among your audience.

Personalisation and user engagement

Personalisation remains a major buzzword for brands – and an effective tool for engagement. People will spend more with brands that personalise experiences (and content). They’re also more likely to trust them, too. 

Personalisation builds on the previous point about establishing an emotional connection. We’re talking about SEO, so personalised content is primarily web pages (including landing pages) that are shaped around an individual’s preferences, behaviours and pain points.

Of course, it’s impossible to personalise content to each individual (beyond using their first name, account details and so on), but you can use available information to support you.

The psychology behind personalised content and its effect on user engagement is complex, but you can learn a lot from data. You can (and should) use:

Of course, there are ethical considerations and privacy concerns when you get into higher levels of personalisation, but that shouldn’t deter content creators from using data to create connections. 

So, how can you do it? We’re not going through a blog on personalisation, but here’s a basic outline:

This is about driving traffic, increasing shares, and boosting SEO. Personalised content is much more likely to be clicked on, read, shared and linked to – which are all strong signals to Google.

This is a really basic outline of how personalisation can be used as part of a strategic SEO campaign. It’s important to consider personalisation alongside the other strategies here. It’s a part of a targeted content campaign that incorporates all these elements to improve SEO.

Using fear and the FOMO Effect

Ever used Temu? The now ubiquitous app uses FOMO to dramatic effect in encouraging us to act to avoid missing out on their unique cut-price deals. (The platform also uses a range of other psychological techniques to encourage us to buy, like gamification, but its shareability and FOMO is arguably the strongest.)

FOMO is one of the strongest psychological triggers and it can be used to improve content. The idea is to create peril to increase engagement. 

How does this work?

Temu does this by limiting both the time deals are available for and providing details on the number of people who have bought a product. It’s the oldest sales trick in the book: “When it’s gone, it’s gone” (It’ll be on sale again next week, but naturally, they don’t mention that).

You use psychological triggers that highlight FOMO and introduce urgency into content. Content approaches can include:

These are basic ideas (as we’re getting a bit tired of all the typing), but if you pay us we can come up with better ones. (That’s how the relationship works.)

Overcoming analysis paralysis

Ever wondered why you can’t find anything to watch on Netflix, even though there are thousands of films and TV series? It’s the phenomenon of analysis paralysis where you (and we!) struggle to make a decision because we’re faced with too many choices. 

If you want another example, stick a kid in a sweet shop with £1 and see what happens…

Too much online content (like this blog?) is packed full of information which presents the reader with lots of information, but little guidance. This can frustrate them, which can lead them to switch off. The impact on SEO is obvious, with bounce time a key indicator of how many visitors leave a web page without doing anything (you know all this, but we’re including this anyway).

Content writers should understand strategies for simplifying user decisions to improve website engagement and conversion rates. Content should educate readers, involving them in a conversation with a clear purpose. 

Take an education blog like this one. Readers want to feel comforted that they’re being addressed by someone who understands their problems (pain point, if we’re getting all marketing about it). They also want to know that the time they invest in the content created will deliver a value that’s greater. That could be a key insight that inspires their content creation plans or the opportunity to connect with an agency that uses sophisticated techniques to create effective SEO content.

Analysis paralysis can be simplified into one phrase: Do your readers know what you want them to do (and will they do it)?

If the answer is yes, you’ll increase engagement and boost SEO. That’s because the Google algorithm is, like your reader, searching and sifting for content that’s informative and has authority. Get that right and you’ll secure strong rankings whatever your subject matter or specialism.

Is your content connecting?

At 42group, we use all these techniques – combined with unrivalled experience and a dash of common sense – to create SEO content that builds human connections.

If you’d like to chat about an SEO content project or requirement, get in touch today.

Get in touch

So, you want your website to rank in Google search and understand you need to start optimising content for SEO. But are you sat their scratching your head and wondering what to do? We’re going to break down the process of how to write SEO content, provide examples of excellent content that’s been optimised for SEO and give you tips in each section to write more effectively.

Writing SEO content isn’t about stuffing keywords or adhering to an automatically generated template from an AI programme.

We’re not going to do what every other guide does and take you through how you identify an audience, target keywords and develop content themes because we’re going to assume you know that stuff already. Instead, we’re going to walk you through how we write content when we have all that information in hand. Some of this might seem strange and against conventional wisdom, but it’s our approach – it may not work for you.

Like Dua Lipa, we’ve got some rules and we’re going to count them… (There are 5)

Rule #1: Look forward, not back

SEO writing tools analyse the most successful pages currently displayed for your search term. The logic here is that by copying them, you’ll be able to rank somewhere close and secure some of that traffic.


This assumes that what people are searching for tomorrow will be the same as today – and it won’t.

When identifying content ideas, content themes and creating your SEO content strategy think about what your audience will want to read tomorrow, not today.

Some of the best performing posts of today will disappear tomorrow. Instead of following others, aim to lead. This is about solving your audience’s problems – something at the core of effective SEO content. 

By considering, asking and answering their questions through your content, you’ll be able to establish a position of leadership through content.

Rule #2: Don’t let keywords kill creativity

The first rule for writing for SEO is not to let keywords kill creativity.

You must have read a blog or guide that’s stuck as many keywords in as possible to the H1, intro copy, body copy and more. If you’ve ever received a brief from an SEO agency, you’ll know what we mean.

SEO writing assistants like SEMRush go one step further and provide you with a huge list of keywords and associated words and phrases, including the number of times you should aim to use them.

If you are simply following an SEO writing assistant you’re going to produce the one thing the internet doesn’t need more of: generic and derivative content.

If you’re writing for your own brand, think big. If you’re writing for a client, explain that value comes through validation – and knowing that you’re answering customer questions.

Rule #3: Think audience, not algorithm when creating content

So many SEO writing guides try and second guess how the Google algorithm works. The truth is, we don’t know – but it doesn’t matter.

Google itself says that content written for the algorithm rather than the audience is pointless. Simply put, the most successful SEO content is based on a deep understanding of the audience and can be done without any consideration of the algorithm at all.

Close down the writing assistant, grab a cup of copy and think about your customers.

If you can use this checklist for your content and answer yes to everything, it stands a great chance of ranking. There’s no need for it to be 2000 words, contain 3 external links and 4 key phrase variations in the headings.

Answer the question your audience is asking.

Rule #4: Start simple, get more sophistcated

The pyramid principle (where you start with the most important point first and then add layers of complexity) is at the core of the best SEO content writing.

Your content is battling for time in an attention economy and if you’re not clear about who the content is for, the question you’re answering and what yur audience can get from it, you’ll lose them. Grabbing their attention and keeping it sends a strong signal that your content has value. They’re also more likely to share it too.

By writing for your audience this way, you’re also going to ensure your content works better for the Google algorithm. Why? Because it too favours content that’s clear, well structured, logical and progressively more complex.

(OK, so we told you not to write for the Google algorithm but by writing content for your audience, you’ll be feeding it what it wants so we’re OK with this recommendation.)

A good way to consider this is to view each heading as a question. (It doesn’t need to be written that way, but you’re looking for the logical flow of how the majority of humans would approach a problem.)

Let’s take SEO content writing for example. Someone new to SEO might want to know:

This isn’t a comprehensive list, but you can see how content gets progressively deeper into the subject matter. Were we writing this for a client, we’d ensure the first sentence under each heading clearly asked the explicitly asked question (or the implied one).

SEO isn’t about being smart, clever, or crazy – it’s about clarity, simplicity and logic.

Rule #5: Avoid AI for anything (apart from editing, referencing and basic planning)

Google won’t stand for AI-generated SEO content. You can see the latest algorithm update – and the stiff penalties dished out to AI content sites that it considers no better than spam.

AI is going to transform copywriting or say the new apostles of the AI writing revolution. The problem is that this is not true. This isn’t our belief or hope, it’s the reality.

Think about it this way. Google’s entire reputation is built on its ability to sift through billions of results and display those that are most meaningful and relevant. If the almighty algorithm can be usurped by an SEO nerd with a Chat GPT subscription, it’s hardly worth almost a trillion dollars is it.

If the power of the Google algorithm fails, so does its revenue stream. (And we’re talking about $237bn in 2023.) It will do all it can to ensure that this doesn’t happen – and that means penalising poor-quality AI-generated content.

Any company or content agency that uses AI software to generate AI content risks damaging your reputation and fatally harming your website ranking. You can use tools like Originality AI to check content for machine-generated content, but most capable writers will be able to tell.

Ultimately, using AI to generate content illustrates how little respect you have for your readers (and your clients and customers).

Where AI can help is in helping to build briefs, provide insights into personas and do some of the time-consuming and joyless admin out of the writing process. 

But, if you’re using AI to get creative, your content will never deliver a sustainable SEO impact. That’s the truth.

Create SEO content at-scale with 42group

It doesn’t matter if you want one post, or a hundred, we can deliver for you. By following these clear SEO content rules, we create blogs and articles with personality and purpose – providing a sustainable boost to your search engine performance.

Got a project you want to discuss? Get in touch today.

Get in touch

Charity copywriting includes writing website content, blogs, case studies, impact reports, social media posts and adverts, direct response promo copy, PPC ads and more. 

The best charity copywriters channel a detailed understanding of their audience into words that ignite change, inspire action, and transform lives. Successful and impactful charity copywriting engages readers’ hearts, evoking empathy and compelling them to act, whether that’s driving traffic to your site or making a donation. 

At 42group, we work with a huge range of charities, helping them build human connections – increasing engagement, raising donations, driving traffic and delivering impact. 

This charity copywriting ticklist provides a breakdown of all the stages we go through when creating content for our clients. We’re giving it to you for free. Work through each stage, and learn what effective copywriting is and how an agency works.

Do you understand your audience?

To create effective charity copywriting, you need to know about your audience. Work through the list here and fill in the gaps. You may not have all the information, but anything you can provide or put together will help you to build a better picture of your audience.

We start with the demographics:

Then, explore what motivates them:

Next, try to describe behaviours:

This help sus to understand your audience. Now, we can look at the successes (or struggles) of previous campaigns to engage them:

We use this information to build a picture of your audience. Some charities create personas. Are they worth it? Personas are fictional characters that represent segments of your target audience. They can help some people visualise your audience’s needs, challenges, and how they might interact with your content. 

Personas are, by their nature, reductive. They can help some people but shouldn’t limit your activities or define your approach. Why? Because personas are often pen portraits of previous audience sectors with whom you’ve successfully engaged. 

Charities are in a constant battle for relevance and must appeal to new and emerging audiences to ensure a constant stream of new donations. Limiting yourself to personas of previously engaged audiences can cause a dangerous blindspot.

So, while personas are useful, don’t be limited by them. 

Analyse current content

Understanding why your audience seeks out your content is key and can help you know whether the content you have is delivering what they want.

If you have access to analytics, we’d look it:

This provides a clear understanding of how your current audience is engaging with your material. 

Of course, analytics like this only works for online projects where we can access the data, but we can apply an equally forensic approach to online and offline content.

Some agencies love a content audit, where every web page or piece of content is analysed, appraised, recorded and graded. A content audit is a big undertaking, but you don’t need to go through all that effort to identify content that works. Instead, you can take an alternative approach. A gap analysis involves us analysing your website (or other content) through the perspective of your key audience(s). 

We’ll ask:

The principle here is that by aligning your content with your audience’s intent, you can create more meaningful and engaging copy that drives action. 

Content strategy & briefing

We’re copywriters and content professionals who love working with words, but every successful project is driven by a content strategy that drives production. 

We work with clients to develop an overarching copywriting and content strategy that we translate into individual briefs for every copywriting component. 

You can find a detailed blog (and a free template) on how to write a content marketing brief here, but the principle is the same for all types of content. 

Before writing, we have a ticklist of basic things we need to know:

Getting the answers to these questions is part of the briefing process. We won’t start writing until we’re clear about everything. 


This is the simple bit, right? We have a writing checklist, too, which helps us ensure that copy and content are delivered to the right person in the correct format on time.

Before starting, we clarify:

Editing for impact

At 42group, every piece of content is edited by someone other than the writer to ensure it’s right for the client. We can broadly break this down into four editorial elements for charities: 

  1. Clarity of message: The heart of charity copywriting lies in its ability to convey messages that are simple, clear and compelling. Does the content achieve this? (If not, how could it be improved?)
  2. Emotional appeal: Humans are driven by emotions – and charities need to tap into this. Does the copy tap into the emotional triggers that motivate your audience? Validation is vital, so we look for evidence through impact statements, testimonials, and vivid imagery – alongside solid facts and figures.
  3. Conciseness: Charities need to be direct and straightforward. Does the copy contain jargon or complex language that could confuse (or bore) your audience? Can we say things more confidently and in fewer words?
  4. Crafting a charity call to action (CTA): Every piece of copy should have a clear CTA that inspires the reader. Is it clear what we want the audience to do (and will they do it)? 

These four elements are the fundamentals of great charity copywriting. Of course, each editor will bring in the critical elements for each client, but these four elements – and how well your content satisfies them – is a useful and effective approach.

Technical checks (charity SEO)

In simple terms, SEO (Search Engine Optimisation) ensures that those looking for the information find your content. We regularly work with charities to edit and improve existing content for search engines and ensure it’s a core part of any new copy we create. 

We look at the following fundamentals:

This is a really basic approach to editing for SEO, but it’s a core part of what we do and our offer to charity clients.

Review and refine

When we work with clients, we know we won’t get it right the first time, but by working closely with charities, we can understand what needs to change – and put it into practice. 

We typically work on a ‘test and learn’ basis, starting each project by providing a short sample. In a web project, for example, this could be a single page or several different types of pages (case study, blog, etc.). Once these have been shared with the client, we chat them through and analyse what works and what doesn’t. 

This helps us create our final checklist: 

This final checklist aims to improve our relationship and make the content production process as simple and smooth as possible. 

Why is your copywriting process so complicated? (TLDR: it isn’t)

Our copywriting process isn’t complicated; it’s comprehensive. The reason is that we’ve seen the outcome of projects where agencies and individuals (often inexperienced freelance charity copywriters) don’t have the resources or insights to do things correctly. 

The process isn’t rapid. As you can see, it’s methodical and meticulous, but it results in the best charity copywriting and content.  

Effective copywriting is an investment as important as design, SEO, and a CRM system. Arguably, it’s more important than all three (but don’t tell them that.) 

Work with a charity copywriting agency

42group is a leading charity copywriting agency with over a decade of experience crafting copy and content to the highest standards. We’re here for you whether you need to refresh or rewrite your website, capture impact in a case study or report, or need social ads that cut through the noise.


Get in touch

Charity case studies are an effective and essential part of the charity copywriter’s job. A well-written and impact charity case study explains the life-changing impact that your charity has, which can inspire others to give, get involved and support you. 

Search online and you’ll be able to find thousands of charity case studies, so what sets out the best from the rest? A compelling case study not only captures the impact of your charity’s work but also connects on a human level, establishing an emotional connection with your audience. At 42group, we call this building human connections – and it’s at the core of great charity copywriting, content and case studies. 

In this blog post, we’re going to explore what makes a great charity case study, look at some of our favourites and provide a basic checklist of everything you need to include in a case study for your charity. 

Why write charity case studies?

Charity case studies capture the core of what you do and establish a strong connection with your audience on many levels. Here are some reasons why charity case studies are effective and a core part of every charity marketing strategy.

Create an emotional connection

Demonstrate impact

Build trust

Creating urgency

The building blocks of a charity case study

Charity case studies are more than narrative accounts, they’re strategic tools to express impact. It’s a critical difference that the best charity copywriters understand.

Case studies can be written in several ways:

Whatever style you want to us for your case study, here are some of the core components you must include.

Will following these rule help you write a great case study? Yes – but you should alos trust your instincts and insights into your audience. The best – and highest performing – case studies have personality and are written with a direct purpose. Here are some examples that we like…

Our favourite UK charity case studies

Here are some of our favourite charity case studies that encompass the elements that we’ve outlined above. These charity copywriters here have found a unique and compelling way to communicate their stories.

We’ve included these here to showcase great practice and provide inspiration.

The British Heart Foundation’s Personal Stories

The British Heart Foundation effectively uses personal stories to highlight the impact of their research and support for patients with heart problems. 

They know that these case studies create an emotional connection with readers, highlighting the life changing work of the charityand the impact of donations. 

Key Takeaway: The BHF does an incredible job of personalising the impact of donation. Using real stories is always the best way to do this – as the BHF example shows.

Oxfam’s Impact Reports

Oxfam is a globally recognised charity that has established a unique tone of voice and communications approach. It’s impact reports provide detail about their work backed up by robust data and interspersed with personal stories. Oxfam’s impact reports provide information non its impact and a compelling reason for donations. 

Key Takeaway: Data matters to donators. Incorporating data and personal stories is powerful, as Ofam show.

The Royal British Legion’s Remembrance Campaigns

The Royal British Legion uses case studies to create emotional connections with veterans and their families. Every year the Royal British Legion adds new stories and personal refelctions on what remembrance means, which ensures the charity remains relevant.

Key Takeaway: The Royal British Legion create connections with donors by reflection on history and ensuring its modern-day relevance. 

Crafting Your Charity Case Study: A Step-by-Step Guide

OK, so you want to create a case study (or series of case studies) but don’t know where to start? We’re going to walk you through how 42group approaches every charity case study project. We don’t sit down and start writing, but spend a large amount of time on research, planning and reflection to ensure it’s going to deliver the outcomes you want. 

Here’s 42group’s step-by-step guide to creating a charity case study:

Create a case study strategy

A case study is one part of a wider communications and engagement strategy. Before we write, we understand what part the case study will play in your plan and where in the giving funnel it’s going to land. 

Are your readers aware of what the charity does? What are they looking for in a case study? What’s motivated previous donors? What campaigns have been successful? What are similar charities doing? What’s sector best practice?

There are lots of questions but the process can be completed quickly. The idea is to help us build a picture of your audience and understand the kind of content that will be effective.

Identify your story

You’ll need to choose a story that exemplifies your charity’s mission and impact. If we work with you, we’re going to look for narratives that have a strong emotional core and clear outcomes. We’ll want to ensure that sources are able to speak to us and that we can share both the personal story and quantify the impact (ideally through data).

Gather information

Before we begin to write, we gather information. This could include directly conducting interviews or identifying suitable secondary sources. The idea is to understand your case study from as many perspectives as possible – which enables us to communicate its impact. At 42group, we record all interviews and transcribe them, which ensures we’re able to capture the case study with clarity and also avoid any misunderstandings or issues.

Dig into data

Interviews and personal perspectives are essential, but we really want data too. We’ll work with you to identify several sources of data (which enables us to validate it), and analyse it to pull out the relevant facts and figures to support the claims that we make in your case study. All sources must be referenced and validated before we’re confident using them in a public case study.

Build a strong structure

We’re going to start writing now, right? Not quite. We don’t write complete case studies until we’ve developed a structure and an approach and had this agreed. We’ll sketch out the skeleton structure of the case, dropping in stats and stories in the outline. In some cases, we’ll even write the intro to provide a sample of how the case study will be. 

This part of the process is critical as it ensures the case study will deliver the impact and outcomes that you want. Not every agency does this and this can result in unfocused on unclear case studies that don’t deliver impact.

Write with empathy and insight

Case studies can sometimes feel a little mechanical, especially if they’re created to conform to a template. This is where the art of a charity copywriter comes in. At 42group, we specialise in using empathetic language to tell your story. This isn’t about being emotionally manipulative, but treating everyone involved with dignity and respect – as well as communicating with clarity the outcomes and impact.

Incorporate media

Case studies are words on a page (or a screen) but the best incorporate medica. We always recommend that you enhance your case study with photos, videos and infographics where possible to make it more engaging and accessible.

Review and revise

Once written, your case study should be reviewed by all relevant stakeholders, including those involved in the process. In most cases, this is up to you to manage. We recommend one round of edits before producing the final case study (but in the real world, this can often become multiple rounds of amends…). 

However long it takes, the aim is to create a case study that’s both accurate and engaging. There’s a tension sometimes for stakeholders to dull content, removing personality to kep it plan – but we’ll always fight the corner for content that’s going to inform, inspire and create human connections.

Analyse, review and refine

When they’re completed case studies are done, right? We always recommend reviewing and updating case studies basedon feedback. This could be stats generated by web analytics or data on donations. As an agency, we’ll work with you to review and refine your case studies to ensure they remain relevant.

Create great charity case studies with 42group

We know creating charity case studies is hard, but we do it anyway because we love it. Contact us today and we’ll work with you to create unique case studies with personality that get results.

What are you waiting for?

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Website content editing involves taking pre-existing copy and content and refining it. Expert web copywriters like the team at 42group can transform tired copy, unfocused messaging and outdated content, creating messages that build human connections.

In the science, technology, and engineering sectors, the quality and clarity of your website copy and content directly impact your success. The precision of your message can make or break your online presence. At 42group, we understand the critical role that web content editing plays in shaping the narrative for organisations – and can help you do it better.

We explore the basics of web content editing and why 42group’s web copy editing and rewriting service is tailored for innovators and disruptors in science, tech, and engineering.

Web content: Building human connections

Your website is often the first point of contact between your organisation, brand or business and potential clients or collaborators. 

This initial touchpoint should tell them everything they need to know about your business, with key brand messages communicated in seconds.

For sectors driven by precision, like science, tech, and engineering, the margin for error in messaging is minimal. 

This is where web content editing transcends its traditional role. It’s more than a mere phase in content creation. It is a critical part of packaging up your proposition. 

So, what do web copy editors actually do? Web copy editors take the existing content you’ve created and review, refresh and refine it. It’s about improving your messaging, sharpening the focus on your audience, and maximising impact.

We call it building human connections – and it’s about cutting through the noise to convey your message.

Before we look in detail at how website copy editors work, it’s worth exploring what makes great website copy.

What makes great website copy?

We’re all individuals with our own ideas about what constitutes great website copy and content, but there are some fundamental principles for the perfect website:

When you’re dealing with sectors where complex ideas, concepts and terminology are normal, it’s easy to slide into industry-speak. But you must avoid this at all costs.

Clarity above all

When all your competitors are focusing on complexity, clarity becomes your most potent tool. 

Editing a website for clarity involves distilling complex concepts into digestible, engaging content without diluting the message’s essence. It’s a delicate balance between accuracy and accessibility. We need to stay true to what you do (integrity) while making it accessible and providing value.

The purpose is to ensure that your audience – regardless of their expertise level – has a clear understanding of your message and purpose. 

Don’t worry about losing your audience. You can increase complexity as visitors dig deeper into the site.

Consistency is key

Whether it’s the use of technical terms, the voice and tone of your content, or the formatting of your documents, consistency helps in building trust and credibility. Web editors can take copy that’s been created by multiple authors through several revisions and ensure it all speaks with one voice. 

A well-edited website should read as though it’s been crafted by a single, knowledgeable entity, even if multiple contributors have worked on it behind the scenes.

SEO: Amplifying reach, engaging your audience

Search engine optimisation (SEO) amplifies your voice and ensures it’s heard by those seeking your expertise. 

Editing content with SEO in mind involves analysing and refocusing it around specific search terms. In the wrong hands, this can read like it’s written by a computer. But, when done by experts like the 42group team, SEO optimisation is a seamless part of the content editing process. 

Our web editors spend time on your keywords, meta descriptions, and titles to boost your visibility on search engine results pages (SERPs). The key to effective web content is subtlety. Your content should still read naturally to your human audience as well as making the purpose clear to search engines.

Engagement through storytelling

Your website should have a narrative, even if the content is short. You’re taking your visitors on a journey of discovery. 

We’ve seen that editing content to weave a narrative can transform a dry presentation of facts into a compelling story. This approach not only makes your content more memorable but also helps to engender a more effective response among your audience. 

It’s important that storytelling is used intelligently and sparingly. We’ve also found that the approach suits some sectors (healthcare, for example) more than others (scientific supply organisations).

Storytelling is an important and impactful content editing strategy when used sparingly.

Accuracy and Credibility

Factual accuracy and credibility are non-negotiable elements of web content. 

Content editing in these fields involves rigorous fact-checking and the correct citation of sources. Editors here are doing the typical editorial job of ensuring accuracy, keeping a keen eye on the details and ensuring that they don’t undermine your credibility.

User experience (UX) considerations

The best content is not just informative but also easy to understand. Visitors to your website should quickly understand exactly what you do and what you want them to do. Content can help funnel users to the most important parts of your site. 

Editing with UX in mind involves structuring your content for easy scanning, using headers, bullet points, and images to break up text and guide the reader through your narrative seamlessly.

It’s a challenging process that involves the combination of UX and audience insights in combination with website design and flow.

42group’s approach to web content editing 

At 42group, we don’t just edit content; we explore it from all angles to create content that works for audiences and algorithms. 

Our approach is holistic, combining the rigour of scientific editing with the flair of storytelling. We understand that in specialist fields like science, tech, and engineering, the copy needs clarity and impact.

We don’t start tearing up your content but work through a transformation process that ensures your completed website copy delivers in every aspect we explored above.

Here’s 42group’s 5-step process for web copy editing:

  1. Tailored content strategy: We begin by understanding your unique voice, your audience and what you want to say. By analysing your current site, including its performance, UX and content, we can develop a gap analysis to identify what needs to change and why. This comprehensive and structured approach to editing ensures that the content we create aligns with your brand’s identity and strategic goals.
  2. Collaborative editing process: Our editing process is collaborative and transparent. We work closely with our clients, incorporating their feedback and insights to ensure the final content not only meets but exceeds their expectations. Behind every project is a set of collaborative documents where we can work with key stakeholders to share ideas and develop content approaches that fit your audience. We know that we won’t get it right the first time, which is why communication and collaboration are critical.
  3. Expertise in science, tech, and engineering: We’ve got expert editors with backgrounds in science, technology, and engineering. This gives us an advantage over generalist agencies and ensures that your edited and updated website content is not only well-written but also technically sound.
  4. SEO and UX integration: your audience is foremost in our editors’ minds ,but we never ignore the fundamental importance of incorporating SEO and UX best practices into our editing process. The result is refreshed content that’s engaging and inspiring and performs well on all relevant search engine queries. We can’t guarantee a #1 potion or a snippet text, but it’s what we aim for.
  5. Continuous learning and adaptation: We know from over two decades of experience that science, tech, and engineering are ever-evolving, and so are we. We’re dedicated to staying in touch with the latest developments to keep your content fresh, modern and relevant. We’re members of the ABSW and work with subject matter experts when required. 

Work with an expert web copy editor

Web content editing is much more than a final polish; it’s a critical component of effective digital communication – especially in science, tech, and engineering.

If you’re searching for a specialist copy and content editor for your website or online project, then get in touch today.

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Charity copywriting is powerful and can profoundly impact the success of any non-profit organisation. Charity copywriters carefully craft messages and create content that resonates with any audience to inspire action, drive donations, and create lasting change. That’s the theory, anyway.

Unfortunately, many charities struggle with poor-quality content that fails to convey the life-changing work they do and the incredible impact they have. At 42group, we don’t like this – and we’re on a mission to help you change and improve.

In this monster article, we will explore the importance of charity copywriting, the key elements of genuinely great charity copy, and provide some proven techniques for crafting messages that connect with the people you want to connect with. This is all based on our experience of writing charity copy for some of the UK’s largest, smallest, and best charities (as well as a whole host of other big-name brands you’ll know).

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What is charity copywriting? 

Commercial copywriting is about trying to get you to buy. Charity copywriting, on the other hand, is there to grab you. In most cases, charity copywriting is attention-grabbing, informative, inspirational, and speaks to the heart of social issues. 

Charity copywriters often like to talk about charity copywriting as ‘telling stories that inspire action’. That’s true whether you’re creating content for healthcare providers like the NHS, non-profits, or third-sector organisations. 

But charities also have a commercial imperative to increase donations and are increasingly using tactics used by the biggest and best brands to drive action. The world is full of great examples of charity copywriting. (Greenpeace are one of our faves, but opinions differ.) 

Charity copywriters are responsible for creating content that spans various formats. It can include web copywriting, donor appeals, direct response marketing (emails, landing pages), social media copy, ads, animations and videos. You’ll also find copywriters creating what digital marketers call ‘content’ – blogs, opinion pieces, whitepapers, and social media copy. 

Charity copywriters (and charity copywriting agencies like 42group) play a vital role in the success of a charity, its brand, and its positioning. 

At 42group, we dispense with all the industry chatter and focus on the core of great copywriting: building human connections. This encapsulates everything that a great charity copywriter can achieve.

What does a charity copywriter do?

At 42group, our charity copywriters provide a comprehensive copy and content service that covers a huge range of activities and outputs. 

We know charities don’t have huge budgets and want a team that can deliver quality copy at the right time and for a reasonable cost.

If you’re searching for a charity copywriter, here are some of the skills they should have:

Why great charity copywriting is critical

Charities have a social conscience but must act like commercial organisations. What do we mean by that? 

There are approximately 166,000 charities in the UK covering pretty much anything you can think of. We’re pretty generous in the UK at funding charities, but the cost-of-living crisis means we’re giving less, focusing donations on the causes that matter most to us, official figures show.

Charities must make a compelling case, and a large part of that comes down to copywriting, content, and branding. 

We don’t want to overstate the importance, but it communicates the mission, values, and impact of the organisation. 

Viewed this way, charity copywriters do more than simply convey information – they create human connections. 

OK, so that’s a lofty ambition for a single social media post (we get that). 

Copywriting might seem like a solitary profession, and many writers prefer to work alone, but they collaborate closely with other teams and individuals involved in marketing, fundraising, branding and strategic management. 

You may also find that copywriters are called to work alongside others, including designers, photographers, animators, and videographers, to combine content and visuals. 

How effective copywriting influences donor behaviour

Charities need people to connect emotionally with a cause. Over half (56%) of givers say they’re motivated to donate to causes that they believe in.

Establishing this emotional connection is the role of a great charity copywriter. Using a range of techniques, including storytelling, case studies, impact reporting and more, they create a sense of urgency and empathy.

The WWF, for example, provides donors with a range of donation options. While every penny goes towards their environmental work, donors get the choice (or perhaps, the perception of choice) in where the money is donated and how it is used.

By using this sophisticated approach to personalisation, donors can visualise the impact of their contribution. Through ongoing engagement, they can imagine the lives they are changing, the communities they are supporting, and the positive impact of their contribution.

This emotional connection motivates them to take action – and that’s what charity copywriting is all about. 

Charity copywriters (the effective ones, at least) understand that the right combination of words can inspire donors to act immediately. They establish a relationship with a brand and invest in a cause that means something, and they have a stake in it. 

The ultimate aim is to cultivate long-term relationships with donors. A single donation can be turned into a regular giving through effective copywriting, engagement, and marketing. As well as generating returns, this approach ensures that donors feel appreciated and connected with the cause, encouraging them to continue their support and promote your charity. 

If your charity struggles to generate donations and engage with your audience, look at your copywriting and content.

Language and tone in charity copywriting

The language and tone used in charity copywriting can greatly impact its effectiveness. Let’s look at some of the ways that copywriters can use language in effective charity copywriting.

Charity copywriting skills

To truly engage donors, copywriters must understand their audience and tailor messages specifically to them.

Charity SEO

In 2024, search engine optimisation (SEO) is a core part of the content producer and copywriter’s job. Simply put, SEO is about helping your website to improve its position in search engine rankings.

SEO is a complex process that includes making improvements to the technical aspects of your website (increasing speed, ensuring accessibility, and optimising the user experience). Fundamental to the success of your site and its performance in search engines is the copy and content you have on the site (as well as in things like the titles, meta tags, and other hidden elements, like image tags, etc.).

While charity copywriters are unlikely to be SEO experts, they need to understand the fundamentals of what SEO is and the importance of clear copy and content in the process. 

We’re going to write a detailed blog post on what charity SEO is, the importance of copy and content in the ranking process, and how you can work with a copywriter to boost the performance of your website.

Why work with a specialist charity copywriter? 

Choosing a specialist agency like 42group for your charity copywriting needs ensures:

Charity copywriting: Building human connections

Charity copywriters can play a key role in the success of your charity. By crafting messages that resonate, copywriters can inspire action, drive donations, and create lasting change for any charity.

Using the techniques we’ve described here, copywriters can combine empathy, emotion, and persuasive techniques to increase donations and maximise the impact of your charity. 

The copy and content on your website capture your charity’s brand, so never settle for second best.

42group: Expert charity copywriters

Searching for a charity copywriter? We’re here to help.

At 42group, we’ve worked with charities of all sizes and in all sectors, helping them to community clearly with their audience and build human connections.

If you’ve got a project to discuss, get in touch.

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Charity copywriting questions

What are the key elements of effective charity copywriting?

Effective charity copywriting at 42group involves creating a powerful narrative that resonates emotionally with the audience. 

At 42group, we focus on storytelling that highlights the impact of your charity. We’ll use persuasive and clear language to inspire action and influence your audience. Effective copywriting can be used to convey the mission and values of your charity authentically and transparently. In our view, copy and content should be used strategically – to help your charity achieve your core aims (whether that’s increasing donations, driving traffic to your site, explaining your impact, or all three).

How can copywriting boost fundraising efforts for nonprofits?

At 42group, we understand that compelling copywriting is crucial for fundraising and charity income generation. 

Copywriting can’t do everything, but crafting messages that connect emotionally with potential donors and explain the impact donations can have is most effective.

Our charity copywriters aim to tell stories that motivate your audience to act – and explain what the impact of those donations will be.

Copywriters can’t force people to donate, and we know in the cost-of-living crisis, it’s a lot harder. But copywriting can present the best case for donations.

What strategies should be used for writing engaging charity campaigns?

We’ve outlined all this above in extensive detail, but writing engaging charity campaigns involves several strategies.

Firstly, you need to understand your target audience and tailor all messages to their values, interests, and emotions. At 42group, we try to use emotive storytelling to create a connection, using individual stories to humanise the charity and explain its impact.

The best copywriting – in the commercial world and the non-profit sector – uses clear, concise, and persuasive language combined with a compelling call to action. Achieve that, and you’ll do your best for your charity.

How does storytelling in charity copywriting influence donor engagement?

Storytelling is a powerful tool that charity copywriters use to create a personal connection with the audience. At 42group, we use storytelling to evoke empathy and emotional responses in your audience. This makes your charity and the case you’re focused on relatable and compelling. By telling real-life stories, we help potential donors (and existing givers) understand the tangible impact of their contributions. This boosts engagement, support and (hopefully) charitable giving.

What are the best practices for SEO in charity copywriting?

This could be a long list, but here we go…

We focus on integrating relevant keywords naturally into the content. This ensures the website is structured and tagged correctly for search engines, ensuring every page can be ranked by Google. 

As well as optimising existing pages, we can create valuable and shareable content that addresses common questions related to the charity sector. This, too, can improve search rankings and visibility for your charity.

How do we measure the success of copywriting in nonprofit marketing?

Every copywriting project should have clear and measurable objectives. What these are is up to you, but most of our clients use metrics like website traffic, engagement rates, conversion rates, and fundraising totals. 

We can help you to track these metrics, enabling you to evaluate the effectiveness of the copy. If something isn’t working, we can use these data and insights to adjust our strategies accordingly. 

What are common mistakes to avoid in charity copywriting?

Again, this could be a long list, but common charity copywriting mistakes include using jargon or overly complex language, failing to tell a compelling story, neglecting the call-to-action, and not focusing on the donor’s impact. 

Do we do this? No! At 42group, our in-house editors ensure that all copy is clear, relatable, and focused on your audience before we send it to you. It’s also checked for AI and plagiarism to give you total confidence in its quality.

How do you tailor charity copywriting for different audiences?

Good question. Tailoring charity copy involves understanding the different segments of your audience. By understanding their interests, demographics, and motivations, we can personalise messages that resonate with each group. We can use language and develop stories that align with their values, experiences, and interests.

Searching for a science writer or science writing agency? We’re here to help. At 42group, we provide science writing support for organisations in all sectors, from academic institutions to start-up businesses. We’ve gone through some of the most frequently asked science writing questions and answered them. 

If you’ve got any more questions, contact us directly and we’ll be happy to help you. 

Ready to have your science writing content questions answered? Let’s begin…

Can you provide examples of successful science writing projects?

Absolutely! You can find case studies and examples of our work in our archive. These represent some of our content production work to give you a flavour of what 42group does, the clients we work with, and the content that we produce. 

How do you measure the success of your science content in terms of SEO?

SEO is all about ranking, so we’ll set clear benchmarks and KPIs for all our content. We’ll establish a baseline for your content, assessing your current content, website strengths, and ranking positions. This provides us with the basis to create an SEO-led content strategy that can help you achieve your online aims. 

We’ve created a series of detailed blogs on how to increase your search engine performance. You can start with 20 pro SEO copywriting tips.

What is the turnaround time for creating science content?

We’re often asked to create content quickly, but like all things, it’s critical that we’re given the time to do the best possible job. Scientific content can be challenging, with our writers having to spend time understanding your research, exploring your update, and speaking with your researchers and experts.

However, if you have an urgent content request, we’re always ready and waiting to help you. We have access to a range of content writers, using our extended network and our access to the Association of British Science Writers (ABSW) to create a virtual team to deliver your project.

How does a science writing agency ensure content originality and avoid plagiarism?

We’re conscious of the risks of plagiarism, especially as people use online content generators and AI. As an agency, we have a zero-tolerance approach for AI content, and every piece of content goes through a comprehensive checking process that includes the following steps:

  1. Internal review
  2. Client review
  3. AI check (with Originality AI)
  4. Plagiarism check
  5. External proofread

We provide clients with details of each check and ensure they’re 100% happy with all content. This process can be time-consuming but is critical to ensuring the highest possible standards.

Can a science writing agency assist with grant writing or scientific proposals?

Science writers specialise in creating content, a skill that’s different to writing science writing grants and proposals. At 42group, we recommend that you work with a specialist grant writer or proposal writer with a history of securing finance and support. 

We have worked with several businesses (including Bitbloom) to edit, update, and improve applications. Reassuringly, they’ve been successful, so we must have done something right…

What is your revision and feedback policy for science content?

Many organisations are reticent to outsource content production to an agency as they’re concerned about the revision process. We have an established client engagement process that begins with the brief stage and continues all the way through to the delivery of the final content. 

The steps include:

We use several systems (including Google Docs and Google Drive) to provide clients with 24/7 access to all content throughout the process. 

How do you integrate scientific data and research findings into content?

Science data on its own is meaningless. It needs to be used in context, and as content experts, that’s what we do. We’ll incorporate tables, illustrations, graphs, and more in content where it adds to the overall experience.

When we use data, it will be accurate and in context. We work with all clients to use data responsibly, understanding what it means and representing it transparently and accurately.

What types of clients does your science writing agency typically work with?

At 42group, we work with clients in all sectors of science, research, and innovation. You can see from our work the type of client we work with. 

We are a content partner to leading academic institutions, research organisations, and some of the world’s biggest brands. Every client benefits from our expertise, insight, and approach to content production.

What makes your science writing agency unique in the market?

Science content can be complex, but it shouldn’t be. At 42group, we’re focused on creating human connections – finding the most effective ways to use content to communicate your research findings, innovation, or insight. 

Our team is made up of former journalists and content specialists who have worked with some of the world’s biggest brands, most exciting innovators, and disruptive start-ups.

Of course, all agencies will promise the same, so we endeavour to provide a personal and professional service. We’re lucky that we’re a small agency and can choose the clients we work with. This ensures we don’t take on too much and fail to deliver. Your project will be our focus – and we’ll work with you until it’s completed to your satisfaction.

How does your agency handle complex scientific terminologies for SEO?

SEO is all about boosting your website in search engines, and that means creating content with authority. As experienced science writers, we find the balance between scientifically accurate content and the level of understanding your audience may have. (In SEO, our audience is the Google algorithm.)

We aim to simplify your content without it becoming simplistic. In practice, this means finding effective ways to communicate your research and findings with the public. We can use accessible content as a gateway, providing links to more in-depth and scientifically rigorous research.

When we work on an SEO project, we’ll explore the keywords that matter to your audience – and agree upon a strategy to target them. 

Can you help publish and distribute science content?

42group is a content agency. We’re not content publishers or PR professionals. To get your research published, you’ll have to go through the process of submitting articles to journals. This isn’t something we can support you with, but can provide recommendations if required. 

What is your approach to keyword research for science-based topics?

Keywords are the core of any SEO strategy. Unlike other science writing agencies, we have an in-house SEO expert who leads keyword work. We’re a Google Partner, which provides us with access to the latest tools, technologies, and tactics to identify keywords. 

To start, we’ll sit down and discuss your SEO aims. We’ll benchmark your current position and identify a strategy to boost your ranking. Alongside high-value/high-competition keywords, we can also explore long-tail searches that can deliver visitors at volume with little competition. This is a key tactic of any successful SEO campaign and one that can deliver the biggest impact with limited resources.

How do you ensure compliance with ethics in science writing?

We respect the need for science writing to be accurate as well as engaging. Trust and transparency are more important to us than anything else. 

As journalists, we avoid superlatives and sensationalism and maintain the integrity of scientific facts. We’re a trusted partner to your organisation, helping you to find your authentic voice and communicate with authority and honesty.

What formats of science writing does your agency offer?

We offer science copywriting and science content production services to clients. Our service includes everything you’d expect, including blogs, whitepapers, websites, reports, and case studies. We also offer an editing service, where we will update and optimise your content.

This is a big list, but it captures what we do:

We also offer SEO services to science organisations, taking a content-led approach to ranking improvements. 

What strategies do you use to engage readers in science content?

Science content and writing should never be boring, but in the wrong hands, it can be. 

We love new discoveries, are excited by research, and are inspired by new ideas. We use various strategies to ensure that we can capture the core of your message. Many agencies use storytelling techniques to impose a narrative on your work. That can be effective, but as journalists, we know we can’t veer too far away from the facts.

Our approach combines academic rigour with journalistic integrity and a storytelling style to create content that builds human connections.

Why work with a specialist science writing agency like 42group?

Generalist content agencies don’t have the skills, capability, or confidence to communicate scientific discoveries accurately and with authority. In fact, it’s unfair to ask them (although that doesn’t stop many organisations from engaging with unsuitable content partners).

A specialist science writing content agency like 42group can give you the confidence that your work will be communicated accurately and with authority. That’s what we do best.

Searching for a science writer?

By now, you should understand the value a science writing agency like 42group can provide you. If you want to experience it for yourself, get in touch today.

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Healthcare copywriting is a specialist field that uses the power of words to create connections with patients, key stakeholders, and the public. Expert healthcare copywriters can translate complex information – such as patient pathways, scientific research, and organisational developments – into easy-to-understand and accessible content. Content can be used to create connections between organisations and individuals, support the patient journey, and increase visibility in search engines. 

42group is a leading healthcare copywriting and content marketing agency based in Bristol. We’ve engaged our clients and scoured the search engines to identify the most frequently asked questions about healthcare copywriting and answered them. 

Here are your healthcare copywriting questions answered. 

What is healthcare copywriting?

Healthcare copywriters specifically create content specifically for organisations in the healthcare sector.

Health copywriters (or specialist healthcare copywriting agencies, like 42group) communicate complex healthcare and scientific information in a way that is accessible and engaging to the target audience. We focus on translating complex information to create human connections. We do this for clients in all healthcare sectors, including the NHS, private healthcare providers, pharmaceutical companies, third-sector organisations, and medical device manufacturers.

For example, healthcare copywriters may be asked to translate a detailed research paper on heart health into a blog post for patients, pulling out the relevant information and recommendations. In another example, 42group’s healthcare copywriters might work with a client to rewrite a website to make it more patient-friendly, optimise it for search engines, and improve its ranking.

What does a healthcare copywriter do?

Healthcare copywriters work with clients to produce a huge range of content for organisations, including:

Healthcare copywriters also play a key role in SEO and the process of boosting your website’s search engine ranking. 

At 42group, we’re copywriters but act as a strategic partner – working with organisations to develop a plan for using content to deliver business objectives.

Healthcare copywriters are non-medical specialists. This means they don’t create medical information for patients (such as patient instruction, medical training courses, and clinical guides). For those tasks, you should work with a medical writer or specialist medical copywriting agency. 

How does healthcare copywriting differ from general copywriting?

Simply put, general copywriting focuses on persuading or informing a broad audience to buy a product or service. Healthcare copywriting requires a specialised understanding of the healthcare sector, scientific and medical terminology, and patient experience. They use language that complies with regulations and is accessible and clear for patients, healthcare professionals, and the general public.

While healthcare copywriters should have a clear commercial understanding, this isn’t the driving force for their work. At 42group, for example, we focus on creating personal connections. This strong sense of purpose drives our copywriters to create person-focused content in a language and tone that’s open, accessible, and with authority.

Why is SEO Important in healthcare copywriting?

An understanding of SEO is vital for healthcare copywriters. Why? Because if users can’t find your content, then they won’t read it. SEO will help to ensure that the content you commission or create reaches its intended audience online. 

Healthcare SEO is a complex topic (and something we’ve addressed in detail here). Copywriters must be confident using specific keywords, structuring content for readability, and optimising it for search engines.

SEO is crucial for a range of healthcare topics, including public health campaigns or patient education, where accessibility of information can impact health outcomes. Copywriters play a key role in the SEO process, but there’s much more going on than content creation and optimisation. That’s why you should always work with a specialist healthcare SEO agency.

What skills are essential for a healthcare copywriter?

Healthcare copywriter needs to understand the healthcare sector and the needs of patients and have the ability to write clearly, confidently, and with authority. Ultimately, the best writers create human connections.

They must have the skills to understand complex healthcare concepts and translate them into clear, engaging content for various audiences. They must have the skills to interpret healthcare studies, process and analyse data, and understand the essential core information to convey to readers. Every writer must have a deep knowledge of the audience that they are writing for.

As well as strong writing skills, copywriters must understand the basics of digital marketing and the importance of SEO. 

Having all these skills doesn’t automatically make you a great writer. The best healthcare copywriters are also inspired to create work that speaks to every patient and person reading it.

How does healthcare copywriting support healthcare marketing?

Healthcare copywriters effectively bridge the gap between healthcare organisations and their audiences. If we strip it back, copywriters create persuasive, informative, and professional content that highlights the benefits of healthcare products or services. 

In-house marketing teams and even some specialist healthcare marketing agencies require the services of healthcare copywriters like 42group to help clarify a proposition, market a product or service, or optimise existing content. The outcome is better branding, patient engagement, and impact.

What are the ethical considerations in healthcare copywriting?

Healthcare is a complex and challenging area to work in. Copywriters must understand the importance of accuracy, transparency, and patient welfare. 

Health and medical copywriters must ensure content is factual, does not mislead, and is properly referenced. For example, when writing about a new medical product, it’s essential to present both its benefits and side effects openly. This ethical approach builds trust and credibility – which is critical in healthcare marketing.

What makes healthcare copywriting engaging for patients? 

Engaging healthcare content is clear, concise, and tailored to the audience. Copywriters are experts at taking complex information and translating it into compelling copy, but only if they can pinpoint their audience. 

The best content includes real-life examples, uses storytelling as a narrative device, and incorporates data and visual aids to make complex topics understandable and relatable.

Every patient is different, and so copywriters will work to develop a tone of voice, style, and approach that resonates with your audience. For example, a mobility aid targeted at the over 70s will be marketed in a very different way than a product aimed at children.

How can healthcare copywriting improve patient education?

Healthcare copywriters can help your organisation connect directly with patients. The best healthcare content (and the best copywriters) empowers patients with knowledge about their conditions, treatment options, and health maintenance strategies. 

For example, a well-written article on diabetes management can guide patients through diet changes, medication adherence, and symptom monitoring. Content can help these patients improve their ability to manage their condition effectively. Used this week, content can improve individual experiences and outcomes, as well as contribute to broader public health goals that benefit us all.  

What are the latest trends in healthcare copywriting?

Healthcare copywriting – like copywriting in all fields – is constantly evolving. Current and emerging trends focus on the importance of digital content, personalised medicine, and the importance of developing what we call patient-centric narratives. Alongside creating clear copy, writers must tailor them for different mediums, including interactive tools, apps, and, increasingly, voice search and AI.

Copywriting used to be about passive content. Today, healthcare websites frequently incorporate video explainers, infographics, and interactive Q&A sections that help to make complex healthcare information and advice accessible to everyone. Copywriters need to be able to work across multiple platforms and mediums, finding ways to connect with patients.

How do you optimise healthcare content for search engines?

Search engine optimisation is a critical job for copywriters. Optimising healthcare content involves using relevant keywords, structuring articles for readability, and ensuring it’s mobile-friendly.

How does that work? Let’s take a healthcare blog post about heart health. A copywriter might use keywords and phrases like “heart disease prevention” and “healthy heart tips” and feature subheadings for easy navigation. They’ll also include links to high-authority healthcare sources. 

Does it work? Absolutely, but SEO is more than content. You’ll also need to ensure the technical aspects of your website are working flawlessly. Learn more in our guide to healthcare SEO.

What are the key challenges facing healthcare copywriters? 

On the surface of, healthcare copywriters face challenges such as conveying complex healthcare information in simple and accessible terms. They also must stay in touch with the latest developments in research, regulation and patient engagement.

But more important than all that, copywriters must build human connections. The core of the role involves finding ways to engage directly with patients and other key stakeholders, providing them with the right information at the right time and in whatever medium they choose.

How to choose the right healthcare copywriting agency?

Choosing the right healthcare copywriting agency involves evaluating their healthcare expertise, client list, and credentials. You’ll want to ensure they (like 42group) have a track record of creating accurate, engaging content for the audience you want to target.

It’s vital that you view their portfolio for diversity and quality of work. Ask for examples of work that the agency is more proud of, and check with clients to see if they agree.

Many copywriting agencies and copywriters claim to understand healthcare, but it always pays to work with a specialist healthcare copywriting agency. If you’re searching for more advice, here’s 42group’s guide on how to select the best healthcare digital marketing agency.

What is the relationship between healthcare copywriting and digital marketing?

Copywriting and digital marketing are critical partners. Digital marketing refers to a range of channels – including your website, social media, paid-for adverts, and more – that you can use to target, engage, and influence audiences. Digital marketers still need content – and that’s where copywriters can help.

Specialist healthcare copywriters work with digital marketing agencies, social media strategists, and other online experts to create content that establishes those connections.

It’s a hugely important area that we’ve written about before. Check out our in-depth article on digital marketing in healthcare and how to create a health digital marketing strategy.

How do healthcare copywriters stay updated with healthcare developments? 

Healthcarere copywriters stay updated by regularly reviewing healthcare journals, attending healthcare conferences, and participating in relevant online forums and webinars. They also collaborate with healthcare professionals and subject matter experts. For example, a copywriter specialisingng in oncology might subscribe to the latest cancer research publications and attend annual oncology conferences to stay abreast of new treatments and emerging trends in cancer care.

What impact does healthcare copywriting have on patient decision-making?

Healthcare copywriters are specialists, and it’s their job to stay up to date with the latest advancements in health, medicine, and science.  Within healthcare copywriting and content, you’ll find specialists who work with primary care, secondary care, pharmacies, mental health, and the third sector. They develop in-depth knowledge that a generalist can never hope to match.

The result of all this research should be well-written healthcare content that enables patients to understand their conditions, treatment options, and the benefits and risks associated with each choice. 

Hoareis tone and language managed in healthcare copywriting?

The tone and language in healthcare copywriting and medical copywriting are carefully managed (and edited) to ensure that they are empathetic, respectful, and accessible while being 100% accurate.

The most effective and in-demand healthcare copywriters take a patient-centric approach, avoiding jargon and using language that resonates with the target audience. When we explore tone of voice with each client, we start by understanding the audience. This is a critical step that takes time, but we make no assumptions when understanding your audience. These insights into language, tone, channels, and preferences influence every piece of content that we create.

How does healthcare copywriting address the needs of diverse audiences?

Diversity and accessibility are key to copywriting for all audiences. Healthcare copywriters can address diverse audience needs by customising content for specific groups, such as patients, caregivers, healthcare professionals, or the general public. Within this, copywriters can focus on core groups, tailoring content to their specific requirements.

Shaping content involves adjusting the complexity of the information, the tone, and the format to suit each audience. 

A simple example could be information on a new healthcare service. Patient education materials will be simple, clear and reassuring, whereas content for clinicians will be more detailed and technical.

As well as the public/professional barrier, copywriters can ensure that content is accessible to everyone. Using direct language, writing in the active voice, and keeping things clear means content can easily be understood, shared, and even translated. 

The best healthcare copywriting agencies, like 42group, make simplifying and streamlining patient content a priority.

How does healthcare copywriting contribute to health literacy?

As we’ve explained before, healthcare copywriting enhances health literacy by making complex healthcare information understandable and actionable for a wide audience. 

It’s clear that effective healthcare content simplifies jargon, uses relatable examples, and focuses on the core of every message. Accessible content (that can be understood by your audience) ensures our patient cohort, clinicians, or stakeholders have everything they need to make informed choices.

What is the process for creating evidence-based healthcare content?

Evidence-based healthcare content involves thorough research, referencing reputable healthcare sources, and often collaborating with healthcare experts. This kind of content veers into the territory of medical copywriting (a specialist area), but it’s in the skillset of a health copywriter.

The copywriting process begins by identifying reliable data, such as peer-reviewed studies or clinical trial results. Then, the information is processed into a reader-friendly format while maintaining scientific accuracy and keeping all references intact.

How can healthcare copywriting be tailored for online audiences?

We’ve touched on the importance of SEO, but when we talk about tailoring content for online audiences, we’re focused on the ability of copywriters to create content for multiple platforms.

The majority of web searches are from mobile devices. As a basic principle, content can’t be presented in big blocks. Instead, copywriters should use subheadings, bullet points and incorporate engaging visuals to make it readable on smartphones. Content that’s accessible is more likely to be shared on social media platforms.

Copywriters are skilled at writing content that is short, scannable, and optimised for mobile devices. As we move into the future and increasingly use voice search, this will influence how healthcare copywriters work.

How do healthcare copywriters ensure content is patient-centric?

Creating patient-centric content is the driving principle for every health copywriter (or should be, in our opinion). Healthcare copywriters must focus on the patient’s perspective, addressing their concerns, and providing value through the information. 

How? It’s complex, but in simple terms, it involves using empathetic language, including patient stories and testimonials, and offering practical advice.

Everything is driven by an understanding of the audience. 

What is the importance of storytelling in healthcare copywriting?

Storytelling in healthcare copywriting is a useful technique that can make complex healthcare information relatable and memorable for patients. 

By incorporating healthcare information and advice into a broader narrative, copywriters can emotionally engage readers, creating a personal connection with content.

Case studies are perhaps the best illustration of using a storytelling narrative. Compare the effectiveness of a patient success story in an article about a new cancer treatment with a basic description of what it is and how it works. Which approach do you think would be more effective?

Can a healthcare copywriting agency help with branding and marketing strategies?

Yes! Healthcare copywriting agencies and health copywriters can significantly contribute to branding and marketing strategies. They can create content that aligns with the brand’s voice and messaging, ensuring consistency across all materials – and helping to boost the brand across all touchpoints.

Copywriters can become involved in all aspects of the brand. This can include developing promotional materials, informational brochures, and digital content. 

Learn more about the powerful relationship between healthcare content, copywriting and brand.

What makes 42group a good choice for a healthcare copywriting agency?

42group is one of the UK’s leading health copywriting agencies. Why? Because we’re 100% focused on building human connections. 

We have a detailed understanding of the healthcare sector, earned from over two decades. We’re journalists at heart, but we combine this rigour with a strategic approach to SEO and digital marketing.

Alongside working with some of the UK and Europe’s leading healthcare providers, pharmaceutical businesses, medical device manufacturers, and disruptive start-ups, we work with a whole host of blue-chip brands (Google, Halfords, Deloitte, etc.) to help them communicate more effectively.

Contact a healthcare copywriter…

If you’re searching for a healthcare copywriting and content partner, the answer is 42. We’re ready to chat about a copywriting or content project, so get in touch today.

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Medical content marketing is a core part of every effective digital marketing strategy in healthcare. Medical companies use content to educate and engage patients, support them through the patient journey, and personalise their experiences. In 2024, healthcare content will be much broader than a blog, covering all digital touchpoints. It’s an ongoing optimisation process, using data to drive better content and improve the user experience. 

In this comprehensive guide, we explore the latest trends that are shaping medical content marketing in 2024. We provide examples from healthcare and other sectors to illustrate our points – and explain how you can use these insights to create a content strategy that secures your place ahead of the competition.

Trend #1: Personalised Content

Personalisation has become a marketing buzzword – but it works. McKinsey found companies that personalised interactions saw a 15% uplift in profit. ,

The rise of big data and advanced analytics means medical content can now be tailored to individual patient needs and preferences. 

Personalisation can mean many things. At the most basic level, it can mean addressing a person using their name at the top of a generic newsletter. But it can go much further than that. AI-driven content platforms, for example, can now analyse patient user behaviour to suggest relevant articles, services, and products. This can enhance every patient’s journey through the healthcare system. 

New tools mean that personalisation can be delivered at scale across a large patient group through personalised email and health newsletters. Powered by patient data, they can provide the health information patients need at every stage of their treatment journey.

The benefits for brands of personalisation are massive, boosting brand loyalty and authority. Our advice for 2024: Make personalisation a priority.

Trend #2: Video Content Expansion

Video content, including films and animations, effectively conveys medical information to patients, stakeholders, and other key audiences. Hubspot found that 92% of marketers said they got a good ROI from video – an all-time high.

Healthcare organisations can use video content in sophisticated ways. Many now routinely offer virtual tours to patients and their families, providing a preview of the experience. 

Pharmaceutical brands like Pfizer are highly sophisticated, using video to improve the patient experience and brand perception. Patient testimonials are a powerful tool for organisations to humanise their brand, showcasing success stories that build trust with audiences. 

At 42group, we love words, but we recognise that video content is critical to brands who want to maximise engagement in their marketing campaigns.

Trend #3 Interactive content

Medical companies are using content to build connections with patients and the public – and having some fun in the process. Interactivity keeps audiences involved and informed – making them part of the process. 

Interactive content can encompass anything from an infographic to a simple symptom checker to a game or an app. Instead of a one-way ‘broadcast” approach, you’re engaging your audience in a dialogue and process of discovery. This can be incredibly powerful at increasing engagement but also for patient education. 

Interactive content should be a cornerstone of your 2024 strategy. 

Trend #4: Investing in authority building

Medical misinformation on social media, websites, and forums is a growing issue – and it could impact care and affect outcomes. Doctors are encouraged to take a proactive stance in challenging it – and so are brands.

Content can help healthcare organisations establish a strong sense of authority, shaping the narrative around many issues. Using a combination of in-depth research articles, opinion pieces from experts, and patient-focussed materials like FAQs, how-to guides, and more, medical companies can use content to take charge of conversations. 

Underpinning every authority-building campaign is a clear understanding of what the audience is searching for. At a macro level, we can use keywords and sentiment analysis, but the most effective strategies incorporate qualitative analysis, too.

In 2024, medical companies need to understand the conversations taking place, and position themselves as leading them.

Trend #5 Voice search optimisation

The increasing popularity of smart speakers and virtual assistants means that optimising content for voice search must be a priority. 

Instead of the formal voice traditionally associated with medical content, the created content adopts a more conversational tone to match the natural language patterns used in voice queries. 

We’ve found that FAQs (or Q&As) are highly effective in this, as they directly answer questions that people are searching for and do so in a clear and to-the-point way.

The trend toward voice search means healthcare organisations must ensure their content is accessible and optimised. This can involve editing and updating existing content and applying a more conversational tone of voice across new content.

Trend #6 Mobile-first content and experiences

Most web searches are now done on a mobile device. It’s critical that healthcare organisations create content that can be easily accessed on a mobile device. 

How? Of course, you should ensure that responsive design is applied to all digital assets and that websites and apps adapt to various screen sizes and resolutions. But you should be doing that anyway (as it’s part of SEO). 

Beyond creating content (and websites) that are optimised for mobile, many healthcare companies are investing in apps that provide a direct connection with patients. Over a quarter (27%) of all US adults check a medical app multiple times a day. These can transform the way patients experience healthcare and engage with your brand. 

Are you investing enough in mobile?

Trend #7 Ephemeral Content

Ephemeral content — available only for a short duration — is a core part of the online experience 2024. Platforms like Instagram and Snapchat are valuable channels for sharing health information, making flash announcements (for health screenings) and providing users with behind-the-scenes looks at healthcare facilities. 

Social media platforms are also increasingly being used by brands to host limited-time health webinars or Q&A sessions with medical professionals. By limiting access, brands can draw in audiences who are seeking the latest health information and help to build a stronger community.

Trend #8 Data-Driven Content Creation

Medical marketers already rely heavily on metrics and analytics to inform strategies – and this will only increase in 2024. 

Data is undeniably at the heart of effective healthcare content marketing, from tracking content performance across multiple platforms to utilising predictive analytics and AI to anticipate future trends. 

Organisations need to invest in analytics to understand the success and impact of different types of content. This enables businesses and brands to optimise resources and develop strategies that deliver maximum impact.

Trend #9 Community Building and User-Generated Content

Healthcare organisations recognise the power of community building and user-generated content, and it will only become more important in 2024.

Online communities provide safe spaces where patients and healthcare professionals can exchange information, support, and experiences. 

For example, patient forums have become a valuable resource for sharing personal stories and advice. Hashtag-driven campaigns on social media can increase health awareness and encourage a broader conversation about important health topics. These tools and techniques are being used by healthcare providers, third-sector organisations, and brands of all sizes. 

Creating communities encourages brand interaction, and it encourages users to create content. This can strengthen the relationship between healthcare providers and their audience and provide valuable – and, in some cases, unique – insights into patients that can drive content production. Simply put, online communities can bring you closer to your audience.

Trend #10 Sustainability and health: Standing for something

2024 is the year that brands need to take a stand and demonstrate their commitment to sustainability and creating a safer planet. We want to work and engage with brands that stand for something. And, more importantly, act according to these principles.

How? Organisations can showcase what they’re doing to protect the planet through sustainable initiatives and practices. They can also create content for patients, including educational materials that illustrate how our individual health choices can impact environmental sustainability. Such activities fulfil a dual role of promoting health awareness and ecological responsibility. 

The importance of healthcare content in 2024

Digital marketing is undergoing a massive transformation as brands become aware of the potential for boosting engagement through content. You may notice an omission on this list: artificial intelligence (AI). For a content agency like us, AI could pose an existential threat – but the reality is that AI simply can’t create healthcare and medical content as accurately, effectively, and engaging as a professional. At least, not yet.

By embracing these trends – and avoiding or deferring content creation to AI – healthcare organisations can provide meaningful, engaging, and valuable content to every patient in 2024 and beyond.

Want a medical content partner for 2024?

42group is a leading content agency working with healthcare providers, pharmaceutical companies, and medical device manufacturers creating content that builds human connections. If you’re searching for a content partner for 2024, get in touch.

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Healthcare digital marketing uses a range of online tools, technologies, and strategies to engage patients, stakeholders, and other core audiences. Digital marketing encompasses a huge range of channels, including your website, social media, digital advertising (PPC), website optimisation (SEO), and more. Healthcare organisations increasingly combine digital marketing with traditional marketing when promoting digital services. 

In this guide, 42group’s expert healthcare digital marketing team have shared their insights into how to build a digital marketing campaign, the channels you can use, the power of content, and why you shouldn’t ignore traditional marketing. Let’s start at the very beginning by defining what digital marketing is…

(Before you start reading, this is a basic guide to healthcare digital marketing. If you’re an expert and want detailed insights, check out our Answers page as you’ll probably already know all this.)

What is digital marketing in healthcare?

Traditional marketing is based on eliciting an action. For example, you see an advert for a product, and go out and you buy it. The relationship between advertising (and investment) is linear.

Digital marketing is all about building relationships.

Let’s illustrate this with an example. A recent Drum article (the bible for marketers) explains how Airbnb has ditched its direct approach to selling breaks and instead focused on brand building. At the core of this shift is an understanding that we, as consumers, don’t want to be sold to – we want to build relationships with businesses, brands, and organisations. 

All sounds good. But does it work? The new approach saw Airbnb increase revenue by 24% in a cutthroat market.

The lesson from Airbnb is that brand-building with your audience is highly effective. The brand used multiple channels to improve brand perception, providing valuable content and building a favourable impression of the brand through its advertising. 

Healthcare organisations aren’t selling holidays, but they are focused on improving health – and for that, you need to build relationships. 

Digital marketing uses online channels, including your website, social media platforms, digital advertising, and more, to build what 42group calls “human connections”.

When we talk to clients and customers about digital marketing, we’re not talking about a single channel or one-off activity but a comprehensive and integrated range of online activities.

Traditional marketing impact is calculated using basic metrics like sales and profit. Digital marketing channels, in contrast, produce a huge amount of data – on customer preferences, campaign success, actions, and impact – that can be used to optimise campaigns. 

Digital marketing is much more responsive, enabling marketers (and their clients) to analyse the impact of campaigns (sometimes in real-time) and optimise them. Over time, this means your digital marketing efforts are more effective at building relationships and driving action.

Technology has enabled more sophisticated marketing strategies that deliver personalisation and efficiency. CRM systems, for example, can help in managing patient relationships more effectively. Combining that with data provided by digital platforms can provide insights into patient behaviours and preferences. Marketers can create content and craft messages that create personal connections. It’s the ultimate aim of all marketing. 

We’re 100% convinced that every healthcare organisation can benefit from digital marketing to boost their business and brand. But they must approach it strategically, analysing their audience, identifying the best channels, creating content, publishing it, analysing impact, and optimising the campaign.

This is a really basic explainer about what digital marketing is and how it works. Don’t worry if you have questions; we’re going to answer those below… 

The patient journey in the digital age

Most healthcare organisations, pharmaceutical businesses, and medical device companies aren’t motivated to sell to patients (at least in the UK). Instead, they want to build relationships with patients that last.

The digital revolution has transformed the patient journey. The modern patient journey isn’t linear but is a multi-channel experience. Patients engage with healthcare providers, pharma companies and medical brands through a variety of touchpoints, including online, through social media interactions, and digital health tools.

We can see from our own experience that digital technologies have transformed patient engagement, expectations, and awareness. Healthcare information is more accessible than ever. 

Studies have found that 58% of us will Google our symptoms before an appointment, and 62% of us will check after. The same study found that users found it hard to discern between trustworthy information and sources of misinformation.

On the one hand, access to information enables patients to make informed decisions about their care. However, there’s a growing risk of misinformation online, the dangers of self-diagnosis, and the risk of patients becoming overwhelmed.

Patients expect healthcare providers and medical organisations to have a presence across various digital touchpoints. The most successful are proactive, developing materials and campaigns, and accessing channels to meet patients where they are. This can include educational blog posts, apps, social media platforms, and even online patient portals.

Healthcare organisations need to adopt a multi-channel marketing approach, ensuring that patients receive consistent messaging and support throughout their healthcare journey. By using different channels, healthcare providers can cater to the preferences of a diverse patient population. It’s true that the more channels you use the more choice you offer patients. 

Brands that want to connect with patients must build a digital marketing strategy. Here are some of the things you should consider when creating yours:

Don’t want to go it alone? 42group is a specialist digital marketing agency that works with healthcare companies like yours. Learn here why you should work with a dedicated healthcare digital marketing agency (and get in touch!)

Content marketing – educating, engaging & inspiring

Content marketing in healthcare isn’t about promoting your product or service it’s primarily used as a tool to educate patients and build trust. When done well, content marketing can establish your business, band, or organisation as the leading voice or authority in any area. How? Through high-quality content that’s 100% focussed on your audience and their needs. 

Healthcare content can take many forms. Educational content, for example, can range from blog posts explaining health conditions to videos demonstrating medical procedures. Medical device companies producing content that directly answers patient questions can reduce the burden on customer service teams. Healthcare providers offering advice on available services and how to access them can ensure patients access the right treatment at the right time. Healthtech companies that gamify the experience of learning how to use an app can reduce the number of users that drop out.

In all these examples, content is being used to support individuals through their healthcare journey. It can ensure your product is used correctly and safely. It can establish service expectations and help patients understand outcomes. 

Most importantly, it builds a human connection between the person and your brand.

Lesson #1: Understand your audience

Content marketing only works if you understand your audience. 

We’re not going to go into detail here, but you need to invest time and resource into building a pictureof the people you want to communicate with. This can include creating patient personas, mapping the patient journey, social listening, keyword analysis, and quantitative research.

The purpose of this is to ensure you are developing content that addresses the concerns and questions of each persona – and using the channels they use.

Healthcare content can take many forms, but we primarily focus on:

Driving everything should be your healthcare content marketing strategy. Read more in our guide to writing a healthcare content marketing strategy.

Creating great content is the beginning, but you must ensure it reaches your audience. This involves SEO, sharing content across social media platforms, and using direct channels to engage patients. (We cover all this and more below…)

In addition to channels you own, you should also consider working with healthcare partners, collaborating with influencers, and investing in good old-fashioned healthcare PR to extend your reach and amplify your impact

Want to know more? Read our detailed guide to healthcare content marketing.

Building communities with healthcare social media

Social media is a powerful platform for every healthcare organisation to build communities, share information, and directly engage patients. By actively participating – and in some cases, leading discussions on social platforms, healthcare providers can support patients, answer their questions, and increase brand awareness and perception. support, 

Social media can also be a valuable source of emotional support for patients. Brands can create social media campaigns that become an opportunity to share experiences and build empathy.

Crafting a social media strategy 

Social media marketing is complex and can cover multiple channels, including:

Each channel has a specific audience and its strengths and weaknesses. At 42group, we regularly create content for social media, but we’re not social media strategists – that’s a job for a specialist. 

Social media strategists will take information about your audience (demographics, behaviour, preferences, etc) and select a mixture of appropriate channels to target them. They’ll work with you (or with us) to create a social media campaign that helps you build an online presence, establish a community, and create connections. 

Social media can be highly powerful and effective, but too many healthcare businesses make common mistakes. We’ve created a detailed guide packed full of examples of successful healthcare social media campaigns to illustrate what works and why. 

As with all digital marketing campaigns, you’ll be able to track the success of campaigns through data. You can analyse various metrics, such as engagement rates, follower growth, and the sentiment of the discussions. You don’t need to do this alone; agencies like 42group have access to advanced tools and analytics platforms to provide these insights. When you have them, you can use this information to refine strategies to deliver successful campaigns.

Note: Does 42group provide social media strategies?

Social media marketing is an increasingly important part of every patient engagement and healthcare marketing strategy. At 42group, we’re primarily focused on creating content. We work with expert social strategists (either freelancers or agencies) to create a campaign structure that’s effective for the long term and built around your audience. 

Why? Social media is a rapidly changing sector and demands specialist skills that we don’t have in-house. Recognising our skillset and partnering with others gives us scale and enables us to do more for our clients. 

The full-service agency model is dead. Instead, marketers and leaders should create a blended team of agencies and in-house specialists to deliver all projects. 

Healthcare SEO: Smashing search engine results

Creating healthcare content is critical, but without an audience, it’s a wasted effort. Search engine optimisation (SEO) is critical for healthcare providers to ensure content, products, services, and solutions are visible to patients when they search for them. 

If we experience a healthcare problem, many of us will type the symptoms into Google before calling a medical professional. (For some people, this can become a compulsion, causing a condition termed cyberchondria.) 

Simply put, appearing on page #1 of Google is critical for directing traffic to your website, and SEO is how you achieve it.

SEO best practices for healthcare websites

Healthcare SEO involves improving both the on-page and off-page experience. What does that mean in terms that we can all understand?

On-page improvements are things you can do to improve your website (making it run faster, improving accessibility, publishing quality content, etc). Off-page improvements include link building, content sharing, and social media promotion to improve the visibility of your site and boost its external validation.  

Let’s start with the basics. Google is trying to show users the best result for any search. It analyses your website and grades it according to its speed, accessibility, and the overall quality of your content. It uses various signals (both on your website and off it) when deciding how relevant it is to a search. 

At 42group, we take a content-first approach to SEO. We use various tools to understand the keywords you want to target (delving deep into the data to identify opportunities to grab audience share). Once we’ve identified relevant keywords, we’ll optimise existing content, updating meta tags and descriptions and rewriting content. 

Google – and your audience – wants a steady stream of content that provides value and answers questions. We develop a schedule to regularly publish high-quality content that’s focused on your audience. 

Of course, the quality of your content is irrelevant if your website user experience is poor. Technical SEO includes ensuring the site functions correctly, it’s fast and is easy to navigate. Your site must function flawlessly on mobile (and yes, Google checks this!). Behind the scenes, technical SEO experts will work through any problems (dead links, 404s, etc) to ensure Google builds the best picture of your site.

SEO is a full-time job, and is a vital part of any digital marketing strategy for any healthcare organisation.

Search engine algorithms are constantly changing, and it’s critical that you – or your agency partner –  stay aware of any updates to safeguard your position. Algorithm changes can have a huge impact on ranking like the most recent update did in October 2023.

Email Marketing – Personalising the patient experience

Direct marketing is dead, right? Wrong. Healthcare providers engage with an audience for whom direct marketing remains an effective channel. We know that email marketing is a powerful tool for personalising the experience and maintaining ongoing patient relationships. Email marketing can include personalised and targeted emails throughout the patient journey, sharing relevant content through newsletters, building an online community – or all three.

Pay-per-click and paid-for social campaigns

Pay-per-click and paid-for social campaigns are a vital marketing channel to engage patients and the public. Google’s pay-per-click solution enables you to secure a position for your website at the top of every relevant search (if you’ve got the budget to pay for it). 

Google Shopping will provide a link to buy in a carousel when customers search for yours (or a competitors) product. 

Facebook, Instagram, X, and TikTok all have powerful advertising platforms that enable you to create campaigns to achieve your marketing objectives.

Add to that the power of retargeting (were ads effectively follow your audience across channels and platforms), and it becomes clear why PPC is so powerful.

PPC campaigns work on a simple concept: you pay for every time an interested customer clicks on your advert. Social media companies provide you with a price to target a specified number of people with specific demographics, characteristics, or behaviour (which you define).

The world of PPC and paid-for social advertising is complex, but it’s an essential marketing tool for healthcare organisations. 

PPC and paid-for social campaigns can be used for any purpose, including:

One of the key strengths of PPC and paid social campaigns is the powerful systems that enable marketers to pinpoint with precision their audiences. Want to speak to 40 year old woman in Manchester? Google and Facebook can do that in about 8 clicks. 

There’s so much more we could (and will) write about PPC and paid-social campaigns, but if you’re not using them, you’re going to get left behind.

Analytics and Data-Driven Decision Making

Digital marketing creates data, and marketers must have the ability to use this to improve decision making and optimise campaign performance. As well as improving the day-to-daye performance of campaigns, it’s powerful in predicting future marketing trends and patient behaviours.

We don’t have the space or time to provide a step-by-step guide on using analytics, but here are the basics:

Marketing is about creativity, but it’s increasingly being driven by data – and that’s a good thing. Data doesn’t lie, and provides a transparent analysis of the impact and effectiveness of every investment. As an agency partner to healthcare businesses, we welcome the scrutiny.

The future of healthcare digital marketing

We’re optimistic about the future for healthcare digital marketing and see an  increase in personalisation, data-driven decision-making, and patient-centric strategies. Digital marketing can increase patient education, engagement, and power personalised healthcare. 

Healthcare marketers need to adapt to understand the power and potential of digital marketing. By using the tools, techniques, and approached outlines in this guide, healthcare marketers can crea stronger connections with patients and professionals. The result is better health outcomes and a boost to the bottom line.

42group: Healthcare digital marketing expertise

Healthcare digital marketing is a rapidly changing, but highly rewarding area – and it’s something we love. If you’re searching for a digital marketing partner for 2024, then get in touch with us today.

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Healthcare brands can use content marketing techniques, tools, and channels to create connections with patients, customers, service users, and stakeholders. Successful healthcare brands develop content marketing and digital marketing strategies that are engaging and informative and answer their questions. They use content to create human connections, boosting their brand.

In this guide, 42group’s experts will explain the links between healthcare content and branding and why they’re a match made in marketing heaven…

The power of healthcare branding

Healthcare branding is big business, with agencies worldwide specialising in creating brands that resonate with patients, the public, clinicians, stakeholders, and other core audiences.

Typically, when we think about healthcare branding, we think about the logo, font, colour palette, and design elements that form a brand’s visual identity.

But in 2024, branding is so much more.

We can use the NHS as a case study of the power of branding. The NHS logo is arguably the UK’s most recognised, respected, and loved brand. We all have a personal connection to the NHS with our own experiences.

But the NHS is much more than a blue lozenge logo and the Frutiger font. People have developed an emotional relationship with the NHS that’s wrapped up the core brand attributes.

Today, our perception of a brand – like the NHS or any other healthcare organisation, commercial business or charity – is constructed from all our interactions. They’re not one-offs; it’s a constant exchange between the brand and the individual. 

Healthcare organisations must invest in brand building to establish a clear and individual identity. Whether marketing directly to patients, influencing stakeholders, or engaging in B2B sales, a strong brand will set you apart.

Effective content can shape every healthcare brand in the eyes of its core group of consumers. It goes beyond mere advertising and visual branding; it educates, informs, and personally connects with patients and key people. We call it building human connections – a core part of what we do as a business.

Content marketing not only raises brand awareness and builds brand currency but also establishes you as a trusted authority and respected voice in your field.

How do you build your brand using content marketing? We’re going to take you through all the stages, including:

Each element positions your brand, boosts brand perception, and increases engagement. 

Crafting a brand narrative

The narrative of a healthcare brand is the story that encapsulates its mission, values, and vision. You can call it your brand story, and it’s a powerful device in marketing.

Think about the brands in your life that you have a relationship with. At 42group, we love walking and being outdoors and have a cupboard full of North Face gear. The brand story of this iconic US company encapsulates everything the brand exemplifies: rugged, adventurous, progressive, and fun.

Read the North Face story here.

A brand story humanises every business, making it relatable to people (or, in the healthcare field, to patients). 

Content plays a powerful role in the brand storytelling process, helping to establish a narrative that patients and people they want to influence can understand. The result of this effort is to make the brand more relatable and trustworthy.

Stories can be – and often are – created by businesses for brands. Educated consumers (like you and I) can see through this for what it is: a crass attempt to misguide or mislead us. The best brand stories are clear, simple, relatable and honest.

Case Study: Mayo Clinic’s patient-centred content

Ask Dr Google a question about pretty much any healthcare-related issue you’re having, and you’ll see a result from the Mayo Clinic. The Mayo Clinic has established a strong brand narrative centred around the patient experience. 

How? By investing in a wide range of content, from patient stories to well-researched and highly informative articles. They would tell you that this reflects their commitment to patient care and medical excellence, but it’s also a commercial move to capture clicks and increase patient numbers. 

Mayo Clinic’s content strategy builds the perception of its brand as one that truly cares for its patients’ well-being – and that’s powerful in a healthcare system where the patient is managing the payments.

Educational content as a brand pillar

For healthcare brands, providing educational content is crucial. Content empowers patients by providing the information and knowledge they need to make the best choices for their health and wellbeing. 

Branded content is a powerful marketing channel, but it’s not about selling. Educational content in healthcare involves addressing health concerns and answering the questions that patients and stakeholders may have. 

Think about a pharmaceutical brand about to launch a new treatment for a common condition like atrial fibrillation, for example. The business can (and did) use content shared through a microsite and social media to educate the audience and encourage them to make the lifestyle changes they need to improve healthcare outcomes. The content was 100% sponsored, but there was no mention of the product and minimal brand positioning. The power was in using content to get patients to think differently – driving demand for the new treatment.

Healthcare content creates value for patients outside of direct medical services. This enhances the brand’s reputation and patients’ trust.

Want to know more about content marketing in healthcare? Check out our healthcare content marketing guide that covers the fundamentals.

Example: NHS website

The NHS website is an impressive example of educational content done right. OK, so it’s not created for a commercial purpose, but it illustrates how clear content can improve patient outcomes and boost brand positioning. 

The high-quality and accurate content attracts a vast readership and reinforces the NHS brand as a leading source of reliable health information. In a world where misinformation online is growing, the NHS’ commitment to education in content marketing establishes the NHS as a trusted source of public healthcare information.  

Building trust through transparency

Commercial brands employ all sorts of tricks and strategies to openness, which is critical for building trust – a fundamental component of a strong healthcare brand.

Healthcare providers, medical device companies, and pharmaceutical businesses must be open and honest with topics like treatment risks, success rates, access, and pricing. Doing so can significantly improve the brand’s perception. 

Why? Because patients, the public, and consumers in all sectors trust businesses and brands that are open and honest with their audiences. Of course, when communicating with the public, there are advertising standards and strong legal protections that you must adhere to, but we’re talking about going beyond that.

Example: Fertility Mapper

Let’s take the example of a private healthcare provider, like a fertility clinic, that publishes detailed content explaining the costs of its services and their likely success rates. In the UK, we often shy away from conversations like this – which provides an opportunity for brands that are willing to be bold and brave. 

Talking of those, we recently chatted about a project with the team at Fertility Mapper, a website that’s doing exactly what we talked about above. (We didn’t get the job, but that’s OK – we still love what they’re doing.)

The level of transparency here – through the content they’re producing – sets this start-up healthcare brand apart, demonstrating a clear commitment to patient advocacy and openness.

Engagement and community building

Content as part of the branding process isn’t about promotion. When we work with clients, we advise that our focus isn’t on broadcasting content; it’s about creating a two-way conversation that builds a community around the brand.

Content creates engagement and supports community building. Your website, microsite, or even social media channels can establish you as the most trustworthy and authentic voice in your area. This strategy is particularly effective for third-sector organisations, including charities.

You can also use content to bring positivity to your audience engagement. Interactive content like quizzes, health calculators, and live Q&A sessions on social media channels can significantly boost engagement. Instead of content as a passive medium, they’re active, encouraging interaction with content and the brand. This can create a deeper connection and a more personalised experience, as our example below demonstrates.

Example: Macmillan’s Online Community

Cancer affects us all in one way or another, leaving many of us with questions we need answers to. We also want to share our worries, concerns, experiences, and successes with others in a similar position. That’s the thinking behind Macmillan’s Online Community, an incredible free resource of information, advice, and support from this life-changing charity. 

The simple and easy-to-use website provides  

Healthcare content consistency and brand recognition

Consistency in messaging and content style is key to building a recognisable and trusted healthcare brand. 

A consistent brand identity works across every channel, piece of content, and customer touchpoint. This consistency is a core part of the relationship, establishing audience expectations, whether it’s the tone of voice, the type of information provided, and core values.

Content marketing relies on consistency. Every healthcare brand should have a clear and consistent voice across all content platforms, whether it’s on their website, social media, or printed materials. 

The brand voice should reflect the organisation’s values and mission. This is especially important if a brand has a large in-house team that operates internationally and with multiple providers. Strong and rigorously enforced content guidelines are essential to meeting patient expectations and delivering content-driven marketing campaigns with impact.

Example: Pfizer’s brand consistency

Wherever you are in the world, the Pfizer brand is consistently applied across all touchpoints. How? Through their strong, clear, and consistently applied brand guidelines (of course).

Unfortunately, unless you work with them, you can’t access their guidelines. But a quick visit to the professional healthcare branding website demonstrates the investment– and importance – Pfizer places on branding.

Want more information on healthcare content?

We’re always publishing new and detailed guides on how to improve your healthcare content marketing. If you’re interested in improving your healthcare content, patient engagement, and search engine performance, then start here: Answers.

Healthcare branding and content: Mutually beneficial 

In a digital world, content shapes every healthcare brand’s perception among patients, the public, and other key audiences. 

By adopting a strategic approach to creating a brand narrative, providing educational content, embracing transparency, building virtual communities, and ensuring consistency in tone and branding, healthcare organisations can create human connections with their core audiences.

We’re sorry that content marketing isn’t a quick way to boost your brand. However, investing in and committing to an ongoing value-driven content strategy will increase brand awareness, reach, and influence across multiple channels.

Boost your brand with 42group

Content marketing and branding are perfect partners, working together to create stronger connections with the people that matter.

We’re always here to chat about healthcare content marketing, branding, copywriting, and more. Get in touch today.

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Content marketing partners work closely with digital marketing specialists to create content for various channels, including websites, social media, direct marketing, and paid-for adverts. Content is used to help boost brands, create connections through social media, and improve search engine ranking (SEO). The key is to partner with a content agency that you can trust to deliver high-quality, original content with authority.

In this article, we will explore the role a content marketing agency can play in your digital marketing strategy. We’ll look at some of the ways you can assess your content partner and ensure that the content created will boost your brand and not damage it. We’ll also look at the reasons why you should work with a specialist content agency rather than a cut-price content agency, freelancer, or AI content producer.

What is digital marketing?

Before we explore what a content marketing agency can do for you, it’s important to understand what digital marketing is.

Digital marketing is a catch-all term covering a range of online channels, including websites, social media platforms, search engines, and email. Digital marketing is used to promote products or services and is a core part of marketing and brand building in every sector.

The goal of digital marketing is to reach the target audience, engage them, and ultimately drive them to do something you want – like making a purchase, filling out a form, or downloading a piece of content. 

Digital marketing is driven by data. Agencies understand the audience, explore consumer behaviour, analyse data, and use these insights to create compelling content that resonates with the target audience.

Digital marketing activities

The simplest way to define digital marketing is a strategy that uses digital channels to connect with your core audience and boost your brand online.

Digital marketing involves a combination of channels, including search engine optimisation (SEO), content marketing, social media marketing, email marketing, and paid advertising.

The key is to combine these channels to create a campaign and strategy that resonates with your target audience, establishes authority, and provides value.

What do content agencies do?

Digital marketing is driven by content. SEO, social media engagement, paid-for marketing and online promotion all require professionally written content.

Content agencies work closely with businesses to understand their target audience, brand voice, and goals. This information is used to create content that resonates with your audience and helps to create connections with your core audience.

Content agencies play a key role in delivering your overall content strategy, providing the ongoing content that you need for your campaigns. Content agencies work strategically, helping clients to develop a content strategy that combines the best range of channels to connect with their audience.

Driving every content strategy is a series of processes, procedures, tools, and technologies that agencies use to deliver content when it’s needed and to the highest standards. 

Content agencies will ensure every piece is accurate and demonstrates authority. It will be proofread and edited to ensure it captures your tone of voice and brand style. 

Once the content is released into the real world, content agencies will work with you to analyse its impact, optimising future content to deliver the best campaigns.

How to select a content agency partner

Search online for content agencies and you’ll find hundreds of results. They all basically say the same things (look out for those who say they’re ‘passionate about words’ – it’s a warning sign). But how can you determine if the content agency you’re looking at will deliver the content you want for your business?

Here are 10 ways to assess a content agency. It’s not foolproof, but it’s a useful list for narrowing down content partners to a selection that you engage with directly.  

  1. Expertise and industry knowledge: It’s critical that you work with a content agency with experience in your industry or sector. Specialist content and copywriting agencies should (but not always) understand your target audience and be able to create relevant and engaging content without having to spend a long time getting up to speed.
  2. Portfolio and track record: Case studies and work examples can help you learn about their capabilities and their experience (see above). When reviewing case studies, unpick what the agency did and look for tangible achievements and impact. 
  3. Collaboration and communication: A strong partnership with any content agency is based on effective communication and collaboration. Ask your content agency how they work with partners, including the mechanisms they use to collaborate. Do they use any online software to collaborate? What workflow platform do they use? How do they schedule work? (There are lots more questions, but this is a good start.)
  4. Services offered: Review the Understand the range of services the agency provides. Do they offer all the services you need? Some copywriting and content agencies only provide blogs, whereas others (like 42group) can support your entire digital marketing strategy. 
  5. Pricing and budget: It (almost) always comes down to price. Can the agency partner you’ve selected deliver what you need for your budget? Some agencies can be difficult about the fee, but our recommendation is to be upfront. Tell them your budget for the project and agree on a fixed fee, or ask for a rate card and a breakdown of the work plan. In the UK, we’re often afraid of chatting about money, but doing so openly is the best way to build a relationship.
  6. Client testimonials: Does the agency have any on their site? If not, ask them to put you in touch with current or former clients. Any agency operating should be happy to do this. In fact, we did it today.
  7. Customer reviews: Has the content agency got any online reviews? Online reviews (good and bad) can tell you a lot about a business, including the type of clients it works with and how it treats them.
  8. LinkedIn profile: You can check LinkedIn to see if the company has a profile and the content they’re sharing. Content agencies should have a LinkedIn page (we do), and while we’re not always that quick to update it, we try and share our latest news and updates. 
  9. Speak in person: Too many business relationships are conducted online without people ever meeting and interacting. Taking the time to speak to your agency and building a personal and professional relationship is a great way to understand if they’ll fit with your organisational culture. We’re not suggesting you become best friends, but this process can help you understand if they’ll fit or not.
  10. Test-and-learn: Don’t commit to a big project with a new partner. We always recommend companies operate on a test-and-learn basis. This means starting off with a small project and establishing the relationship on solid foundations before starting any big projects.

Can I use AI to create content?

Artificial intelligence is going to change the world, right? In time, it may do, but at the moment, it’s absolutely useless. 

Don’t believe us? Try it yourself.

The content created is poorly written, inaccurate, and absolutely unsuitable for use on any professional website. But that’s not stopping some agencies from using AI and passing it off as their own. It’s why every piece of content we produce for our clients is accompanied by a plagiarism check and AI check. 

When working with external writers, we use OriginalityAI to scan all content and check for plagiarism and AI content creation. It’s not foolproof, but when accompanied by our in-person checks and professional editing stage, it will help us identify poor-quality content that could damage your brand. 

Is your content agency performing these checks? If not, then ask them why…

Searching for a content agency partner?

42group is here to hep. We work with leaders across a range of industries, helping them to use content to communicate more effectively with their audiences. If you’re looking for a content partner, get in touch.

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Healthcare copywriting describes the process of creating content for healthcare organisations, including web copywriting, advertising copy, product descriptions, and social media posts. Healthcare copywriters are non-medical experts who can communicate complex information clearly, concisely, and empathetically. Healthcare copywriters bridge the gap between healthcare providers, patients, and the general public.

42group is one of the UK’s leading healthcare copywriting agencies, with experience working with the NHS, medical device companies, service providers, and pharmaceutical companies. We’ve established a reputation for high-quality healthcare copywriting and content that builds human connections. 

In this article, we will explain what healthcare copywriting is, what a healthcare copywriter does, and why you should hire a specialist healthcare copywriting agency. 

Connect with an expert healthcare copywriter

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What is healthcare copywriting?

We’ve provided a comprehensive description of what a healthcare copywriter does above, but we can explore this further. Healthcare copywriting involves creating informative and persuasive content for the healthcare industry. This can include healthcare providers like NHS, private sector, or third sector. Pharmaceutical businesses, medical device companies, medtech businesses and others involved in healthcare may require copywriting. 

Healthcare copywriting is a catch-all term that can include a vast range of activities. From patient brochures and website content to promotional materials for healthcare services and products, healthcare copywriters have a broad range of skills. 

The main challenge of healthcare copywriting lies in making complex healthcare information accessible and engaging to diverse audiences, including patients, healthcare professionals, and the general public.

Healthcare copywriters aren’t trained clinicians or medical experts. 

What does a healthcare copywriter do?

At 42group, every day starts the same – with a big cup of coffee. As healthcare copywriters, we can find ourselves called on to create a huge range of content for our clients. 

Healthcare copywriters will regularly find themselves involved in the following activities:

Healthcare copywriting examples

If you’re involved in marketing, copywriting, or digital marketing, the information above should all make sense. If not, we can illustrate the importance of healthcare copywriting and specialist healthcare copywriters with the following examples:

These are just some examples to illustrate the breadth of healthcare copywriting and content. What it does represent is that healthcare copywriters have a broad range of experience that can be applied to a large variety of situations and contexts.

10 reasons why healthcare copywriting is critical to brand building

Healthcare companies are involved in the brand-building business – and copywriting and content are crucial. While it can be tempting to pick up a pen and create content yourself, a professional copywriter can transform your brand. 

Here are 10 reasons why professional healthcare copywriting is critical to brand building, product promotion, and digital marketing:

  1. Establishes credibility: Well-crafted content can establish your healthcare brand as a credible and authoritative source in the industry. This can help you win new customers, engage and inspire patients, and more/
  2. Enhances visibility: Google is now the go-to source for healthcare information. SEO-optimised healthcare content improves online visibility, attracting more traffic to your brand’s website and social media platforms. This is critical for healthcare providers, commercial companies, and third-sector organisations. 
  3. Builds patient trust: Clear, accurate, and empathetic communication builds trust with patients, clinicians, and other stakeholders. When they visit your site or engage with your brand, they will appreciate and benefit from your clarity and candour (if your copy is good enough).
  4. Differentiates your healthcare brand: Everyone is fighting for a position in a challenging market. We believe that unique and engaging content can help determine your healthcare brand from competitors. Content marketing can play a key role in engaging and educating patients, clients, users, and potential customers.
  5. Educates the audience: Informative content educates the audience about health issues, treatments, and services. As well as demonstrating your expertise, your brand can position itself as a trusted source of information – a powerful position for pharma companies and other providers. 
  6. Supports marketing strategies: Copywriting plays a vital role in supporting broader marketing goals, such as lead generation and conversion. Crisp, clear copy is always effective at attracting clicks and customers. 
  7. Encourages patient engagement: Companies often find that engaging health care content encourages patients to interact with the brand. This can build trust and establish a sense of community.
  8. Reflects brand values: Copywriting and copywriters can help shape the brand in your audiences’ eyes. The best copywriting conveys the brand’s values and mission and aligns this with patient expectations and preferences.
  9. Influences decision-making: While much of the brand-building process is based on education, persuasive copywriting can influence patient decisions, guiding them towards services and products.
  10. Adapts to market changes: Your brand must adapt to changing circumstances – copywriting is key. A skilled copywriting agency can quickly adapt to market changes, keeping your brand relevant and responsive.

Best practices in healthcare copywriting

We’ve explained what healthcare copywriting is and the sort of activities that a copywriter does. We can now look at some of the critical skills and best practices of the best healthcare copywriters. 

While most copywriting agencies will claim they can create copy for any audience, healthcare is a specific niche area with its own requirements. This list is what a specialist healthcare copywriting agency like 42group can do for you:

Audience insights

The UK healthcare sector is incredibly diverse. The NHS is at the heart of healthcare, but alongside it are a growing number of private providers who work with the NHS, third-sector organisations (including charities) and a massive range of suppliers who provide life-changing treatments, devices, and products.

Healthcare copywriters must understand the audience they’re writing for – which can be challenging. Audiences can range from patients with various medical conditions and varying levels of health literacy to healthcare professionals seeking detailed, technical information. Each segment requires a different approach, emphasising the need for tailored, audience-specific healthcare copywriting that creates connections. 

Before writing, every copywriter will seek to understand the person they are writing for. The purpose of each piece of copy or content should be captured in a clear and concise brief (that has ideally been agreed by all parties before a word is written).

Clear, accurate, and engaging 

At the heart of healthcare copywriting is the need for clarity and accuracy – but this can’t be at the expense of copy that’s engaging.

Accuracy is critical. Misinformation can have serious consequences in healthcare – impacting patients’ lives. It’s crucial that copywriters present information that is easy to understand and medically accurate. 

Healthcare copywriters operate in a world that’s full of acronyms, archaic terminology, and phrases that are meaningless to those outside. The best healthcare copywriters can avoid industry jargon and use clear and relatable language that’s engaging. There are some classic tactics that healthcare copywriters can use, but the overall principle is to ensure content is accessible and engaging for the audience (whoever the audience is).

Empathy and sensitivity

Healthcare copywriters often deal with sensitive subjects and must approach every task with empathy. By understanding the emotional context and experiences of their audience, they can deliver content and copy that’s clear, accurate, and engaging.

This sensitivity in copywriting builds trust and ensures that the content cuts through the noise and creates human connections.

Written for humans

Too many copywriters use cliched phrases and terms or pack copy with stale metaphors or similies that can obscure meaning. At 42group, we’re pioneers of people-first content. We’re copywriters willing to battle against boring content to create words and work that creates human connections. 

As expert copywriters, we’re happy to push back with clients and produce work that informs, inspires, and answers the questions your audience wants answered. Copy is structured in a logical and accessible way that provides the rational, technical, and emotional trigger points.

Optimised for algorithms

Copywriters can’t overlook the importance of SEO and the Google algorithm. Content must be written in a way that’s clear and accessibile for your core audience and algorithms. It’s a complex area, but one we’ve written about extensively in our guide to healthcare SEO and why you should work with a specialist agency.

Compliance with Regulations

The UK has strict regulations governing healthcare communication, including guidelines set by the Advertising Standards Authority (ASA) and the Medicines and Healthcare Products Regulatory Agency (MHRA). Navigating these regulations is crucial for healthcare copywriters to ensure that their content is not only effective but also compliant.

There are literally thousands of copywriting agencies out there, and all will be vying for your business. But do they deserve it?

10 reasons why you should work with a specialist healthcare copywriter

Specialist healthcare copywriting agencies like 42group have spent years developing the skills, experience, and insights to help your health brand. Even if it’s not going to be 42group, here are 10 reasons why you should work with a specialist healthcare copywriter:

  1. Specialised knowledge: Healthcare copywriters have developed specialised knowledge of medical terminology and concepts. This means you can engage with a healthcare copywriter with the confidence they’ll understand what you’re talking about. You can have faith that they’ll translate this into accurate and credible content.
  2. Effective communication: Expdcert healthcare copywriters can quickly translate complex medical information into clear, understandable content targeting your audience.
  3. Regulatory compliance: Professional healthcare copywriters understand and comply with all legal and ethical standards covering healthcare and healthcare marketing. 
  4. Digital marketing expertise: Healthcare copywriters understand the principles of digital marketing and can optimise content for search engines in a sensitive way without impacting or affecting its meaning. This can improve online visibility and increase patient reach.
  5. Brand consistency: Your brand is critical to your business, and a professional healthcare copywriter can help provide your brand voice. They become custodians of your brand, ensuring messaging consistency across all platforms, which is essential for building trust and recognition.
  6. Target audience focus: Copywriters in health should have a deeper understanding of patients’ needs and concerns. The best healthcare copywriters craft content that resonates with and engages the target audience.
  7. Time and resource efficiency: Outsourcing to a specialised copywriter saves time and resources from your in-house team that can be invested elsewhere. Working with a specialist means less time taken explaining the fundamentals of your product, service, or the intricacies of the healthcare sector.
  8. Content quality and variety: The best healthcare copywriters can produce a wide range of content types – from blog posts and articles to brochures and patient education materials, all with a fresh perspective targeted at paitents.
  9. Adaptability: The healthcare sector is constantly changing. Healthcare copywriters have the knowledge of the sector and the skills to adapt to change.
  10. Staying abreast of trends and developments: Healthcare copywriters invest time in staying abreast of the latest healthcare trends and news. This ensures that content is relevant and up-to-date and reflects the latest developments.

Connect with a healthcare copywriter…

42group is one of the UK’s leading healhcare copywriting and content agencies with a growing global client base. If you’ve got a copywriting or content project you would like to discuss, get in touch today.

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What is a healthcare copywriter?

Healthcare copywriters specialise in creating content that persuades readers to take action. This can range from helping a person learn more about a healthcare provider to purchasing health-related products or services​​. Healthcare copywriters work across a wide variety of channels, including web copywriting, brand messaging, product copy, blogs, case studies, and more. 

Can a medical copywriter help my practice’s website rank higher on Google?

A skilled and experienced healthcare copywriter with SEO knowledge can create content that improves a website’s ranking on Google. Content is just one part of a comprehensive digital marketing strategy that optimises all aspects of your online presence.

What are the typical services offered by healthcare copywriters?

Healthcare copywriters offer various services including content strategy development, targeted message writing, medical editing, and editorial management for healthcare clients. 

What does the process of working with a healthcare copywriter involve?

Each healthcare copywriter or agency has their own process, but typically, it begins with an initial discussion to understand the project’s scope, followed by a proposal, agreement on pricing (hourly, daily, or fixed project rate), and then the actual content creation and revisions​​.

The best healthcare copywriters develop a relationship with their clients. Over time, this knowledge, insight, and understanding translate into better copywriting and content.

Do healthcare copywriters work on a retainer basis?

Some do! Many healthcare copywriters offer retainer agreements, which can be a cost-effective way to secure regular content creation at a lower per-project cost. eRetainers also ensure priority treatment for the client’s projects​​.

Are free samples available when choosing a healthcare copywriter?

Professional healthcare copywriters do not provide free samples. At 42group, we’re confident that our portfolio and past work are enough for you to gauge our expertise and style​​.

Can healthcare copywriters work with international clients?

Yes, healthcare copywriting agencies work with clients globally. At 42group, we have clients in the UK, Europe, the USA, and the Middle East. We write in UK English but can adapt to different English language variations and colloquialisms based on the client’s location​​.

Should I work with a freelance writer or a healthcare copywriting agency?

Freelance healthcare copywriters can provide an excellent service, with many having highly developed specialist skills. However, a single freelancer can never deliver the breadth of skills and scale that you can get working with an agency like 42group. 

Science writers play a critical role in translating scientific discoveries, research, and innovations into accessible and engaging content that can be understood by a general audience. The most successful science writers – or science writing agencies like 42group – can work across multiple content channels, finding the most effective way to convey complex ideas and information simply and clearly. In 2024, science writers must be confident working on digital channels, including blogs, articles, social media, and web copy, as well as traditional print media and other channels.

We’re experiencing an age of unparalleled innovation, research, and discovery – as we are facing existential challenges to our very existence. Science writers play a crucial role in educating and informing the public about scientific advancements, environmental issues, health developments, and technological innovations. In an age where misinformation can spread rapidly, skilled science writers can provide accurate content with authority. 

Alongside the professional skills, science writers must also understand their roles and responsibilities as part of a digital marketing team. Content must be clear, consistent, and creative as well as complying with SEO best practices. We know this because we do it every day in our science writing agency.

We’re seeing global growth for high-quality science writers in 2024. Here is the role of a science writer in 2024, including the key tasks and skills. 

Core skills for all science writers in 2024

A science writer in 2024 must have a broad range of skills, including the ability to understand complex information, a mastery traditional writing skills, and an understanding of modent content creation and digital marketing skills to be successful. 

We’ve grouped the key science writing skills under five headings:

We’re going to go through each section explaining what the core skills are, and why they’re essential for every successful science writer in 2024.

Scientific knowledge and understanding

You don’t have to be a qualified scientist to be a great science writer, but a robust foundation in scientific knowledge and a keen understanding of scientific methodologiesis important. You’ll need to understand how the research and publication process works and how to read, analyse, and assess papers. 

Understand the basic principles of all scientific fields

A well-rounded science writer is knowledgeable in the basic principles of various scientific disciplines, including biology, chemistry, physics, and environmental science. 

Having a broad understanding of a range of scientific disciplines enables them to cover a wide range of topics with confidence and accuracy. While specialisation in a particular field is beneficial – particularly when dealing with complex topics at the forefront of scientific discovery – all science writers should have a general grasp of multiple areas of science. As well as enabling them to rapidly understand scientific research, it allows for greater flexibility in writing assignments and topics.

Staying up-to-date with scientific developments

Science is constantly evolving, with new papers and research published every day that can fundamentally change our understanding of a subject. 

A successful science writer in 2024 must stay in touch with the latest developments in various field. While it’s impossible to read every paper, every science writer should check out a range of sources, including newspapers, general science website and magazines, alongside specialist titles and sites relevant to their specialism. 

Most science writers build reading time into their working day. While it can be enjoyable to learn about new developments, staying up to date wish the latest research is part of your job – so invest time in doing it.

An awareness and an understanding of contemporary research, discoveries, and innovations will shine through in your content.

Understand scientific methodologies

An in-depth understanding of scientific methodologies is essential, as it enables any science writer to critically evaluate research findings, understand the significance of experimental results, and explain the processes behind scientific discoveries. 

Not every scientific research paper is equal. In an environment where the validity of scientific research is often under scrutiny, the ability to assess and – more importantly – communicate the strength of scientific evidence is highly valuable.

For science writers in 2024, a solid foundation in scientific knowledge and methodologies is not just about understanding the science; it’s about building credibility and trust with their audience. The ability to accurately and effectively communicate scientific concepts hinges on the writer’s understanding of the subject matter.

Research skills for science writers in 2024

Every science writer should have basic research skills as part of their writer’s toolkit. The ability to source, evaluate, and fact-check content is a core skill you’ll need.

Sourcing and evaluating scientific information

Science writers must have the skills for sourcing information from credible and authoritative sources. This includes academic journals, scientific databases, and interviews with experts in the field. 

As we’ve explained, science research papers are of varying quality – something some science writers aren’t quick to pick up. In our view, the ability to evaluate the credibility of sources, understand the context of research findings, and discern between solid science and pseudoscience is essential. Clients will value a science writer with the ability to provide transparent and honest feedback to their clients.

Conducting interviews and investigations

Secondary sources like reseacrh papers are obviously important, but interviews with scientists, researchers, and experts are a key aspect of a science writer’s research process. 

Inveterviews not only provide depth to the story but also offer insights and perspectives directly from experts that are not available in published papers. Interviews can be used to generate quotes, create case studies, inform scripts, or provide the basis for podcasts (or all these things).

Science writers must have the confidence to pick up the phone or speak in-person to highly qualified scientists. They’ll need to be able to ask questions tracking the development of a scientific project or probing into a scientific controversy. The skills of a great adds a layer of depth and originality to the writer’s work.

Fact-checking and referencing

Fact-checking is an unavoidable and important part of every science writer’s job. As well as checking every claim, it also involves meticulous referencing. This not only gives credit to original sources but also allows readers to explore the topic further. Whether you’re Harvard, APA, chicago, or MLA – referencing is non-negotiable.

Fact checking is about protecting your integrity as a science writer, your client, and doing justice to the original research.

Traditional writing skills

Science writing is a discipline that demands strong writing skills. Effective science writers are economical with language, but highly creative too, finding real-life ways to relate new discoveries to the public. Storytelling and narrative development help contextualise content, and it’s all wrapped up in writing that’s gramatically correct and with perfect punctuation. 

This is a basic guide. You can read more in our guide on how to improve your scientific writing.

Clear and concise writing

The ability to write clearly and concisely is a core part of the role of a ceicne writer. Science writers must distil complex scientific ideas into accessible language without oversimplifying the content. It’s simple, but not simplistic.

The ability to be able to condense content and make connections can be a challenge for writers, as well as scientists and researchers. The focus must always be on the reader, and the requirement to convey all the information they need and omit what they don’t. This often means science writers must also act as editors, cutting out superfluous sentences to get to whare truly matters.

These skills demand a detailed understanding of the subject matter and the ability to translate it into relatable terms. Science writers need to cross thor bridge confidently, ensuring that the essence of the scientific concept is not lost in translation.

Storytelling and narrative development

Engaging storytelling is at the heart of compelling science writing. A good science writer crafts narratives that not only inform but also captivate the reader, using traditional storytelling techniques to increase engagement and generate excitement.

This involves structuring articles or stories in a way that builds interest, maintains engagement, and guides the reader through the scientific journey. In most cases, you set out the problem and create a barrier. You then explain how the new discovery/research paper/innovation helps us cross that bridge. Then you follow up with the impact this will have.

The best science writers mix anecdotes, metaphors, and vivid imagery to make their content more relatable and memorable.

Technical writing proficiency

Apart from general writing skills, a science writer must be proficient in technical writing. This includes the ability to write scientific reports, research papers, and grant proposals. 

Technical writing in science demands accuracy, clarity, and the ability to stick to specific formats and style guides. It goes without saying (but we will anyway), that scientific writers need to understand the basics of grammar and punctuation and be familiar with a spellcheck programme. In a world where AI is increasingly being used in content production, science writers should have the ability to appraise their work and edit it. Never rely on machines to do a job that a human can do better. Once you’ve lost these skills, it’s hard to get them back.

Digital marketing and modern content creation techniques

Science writers need to be capable and confident in creating content for modern channels, including social media and digital distribution platforms. Alongside this, they must understand the fundamentals of digital marketing, including search engine optimisation, to ensure content is accessible to the Google algorithms that seemingly rule the (online) world in 2024.

Utilizing Digital Platforms for Publication

Science writers must be adept at writing for digital platforms. This can include website blogs, articles, whitepapers, and social media. 

Each platform has its own style and audience. Skilled science writers know how to tailor their content accordingly, bringing out the benefits of each channel. 

As well as the ability to shape content, science writers must understand the digital publishing process, including content formatting, web design, and content management systems. Writers who understand these things are much more likely to create content that’s already formatted and ready to go, reducing the time it takes to process and post content, reducing pressure on digital marketing teams.

Multimedia storytelling

As well as the ability to write short-form and long-form content, science writers should be skilled in creating content for interactive formats, including podcasts, videos, animations, and infographics. 

Multimedia storytelling can make scientific content more accessible and engaging. It’s especially effective for audiences who prefer these formats over traditional text-based content. Visual content is also highly shareable on social media and, when used intelligently, can massively boost your reach.

Search engine optimisation (SEO)

Understanding and applying SEO strategies is essential for science writers, especially for those publishing online. 

Science writers need an in-depth knowledge of keywords, meta descriptions, and how search engine algorithms work. This can help when optimising content for better visibility and ranking on search engine results pages. 

SEO for science writers is a complex area and will form the basis of a new blog post in 2024. So stay tuned to our answers page.

Ethical and legal considerations for science writers in 2024

Science writers have a duty – ethically and legally – to ensure all content is accurate, truthful, and trustworthy. Misinformation can lead to the loss of life, but it’s happening all around us. The anti-vaccination movement is seeing previously under-control childhood diseases appearing in the UK again, with disastrous results.

Ensuring accuracy and avoiding misinformation

One of the primary ethical responsibilities of a science writer is to ensure the accuracy of their content. 

As we’ve explained above, this involves diligent fact-checking, understanding the context of scientific findings, and avoiding sensationalism. This is an area where referencing is critical too. References effectively demonstrate your working out, and enable others to scrutinise and challenge your work.

In a world where misinformation and misrepresentation can have significant impacts on people’s lives, the role of the science writer in conveying truthful and precise information is crucial.

Understanding intellectual property laws

Science writers must be well-versed in intellectual property laws, especially when dealing with research findings, scientific papers, and other forms of published work that may or may not be in the public domain.

We’re not going to provide a primer on the nuances of copyright law, fair use, and plagiarism – but you should ensure your science writer or agency partners know what they’re doing. Respecting these laws not only maintains legal integrity but also upholds the respect and recognition due to original researchers and authors.

Continuous learning for science writers in 2024

A commitment to continuous learning is key for every successsful science writer in 2024. They must continue to develop the skills needed for content production across platforms, contribute to digital marketing KPIs, and create human connections. New tools and technologies like artificial intelligence (AI) are also changing expectations – and science writers must adapt.

Ability to adopt new technologies and platforms

Science writers must be adaptable, willing to learn, and quick to embrace new tools, tactics, and technologies. Whether it’s the latest social media platform, a new content management system, or evolving multimedia formats, the best science content writers and communicators are always learning. 

Science writers should learn to adopt new developments from the commercial world, using successful content strategies and digital marketing approaches that brands are using to create connections. Professional networks like LinkedIn are great places to crowdsource ideas and stay up-to-date with the latest innovations in marketing, content, and promotion.

Networking and community engagement

Building a network with other professionals in the field of science communication and engaging with the community is important. 

Of course, networking can lead to collaborations, new jobs, and mentorship opportunities. It can also help to create a deeper understanding of the science community’s needs and perspectives. 

Active engagement in science communication forums, both online and offline, is important for every writer. Sign up to social media groups, engage on LinkedIn, and join the Association of British Science Writers for a start.

Science writing in 2024 

Science writers have an incredibly important role in our society. They’re not just there to report and inform, but to question, enlighten, and engage. 

The skills of a science writer will continue to evolve as we move into 2024, but the essence of the role remains the same as it has always been: to bridge the gap between science and society and make the complex world of science accessible and understandable to all.

Searching for a skilled science writer?

At 42group, we provide science content writing, copywriting, editing and digital marketing services to leading organisations in the UK, Europe, and USA.

If you’re searching for a skilled science writer, then get in touch today.

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Should I work with a freelance science writer or science writing agency?

It’s an age-old question that many organisations, brands, and businesses struggle to answer. 42group is a science writing and content agency, so naturally, we’d tell you to work with us? Not always. If you’re searching for a science writer with a specific area of expertise or niche, then you’ll likely get better value with a freelance writer.

If you’re searching for a much broader skill set and capabilities, as well as the scale to deliver large projects and partner with you over the long-term, then you should work with a science writing agency like 42group. In fact, you should work with 42group. Get in touch today.

Patient engagement is critical in improving health outcomes, healthcare service design, and ensuring patient satisfaction. Patient engagement content marketing involves using your digital channels to engage patients, inspire them, and empower them to share their views and take charge of their care. In 2024, patient engagement marketing harnesses the power of multiple digital marketing channels to create connections. 

We know engaged patients are more likely to participate in their treatment, understand their health conditions, and make lifestyle changes needed for better outcomes. Faced with this challenge, healthcare organisations and providers like the NHS can use content marketing to identify, inform, and connect with their patients in previously impossible ways.

Content marketing isn’t a one-off activity but represents a commitment to providing patients with value through informative, relevant, and compelling content targeted at them. Do it correctly, and healthcare providers, medical device companies, MedTech leaders, and pharmaceutical businesses can build trust, demystify complex health information, and create communities of informed and engaged patients.

In this blog post, we will explore innovative content marketing strategies that you can use to enhance patient engagement. It should help you to learn the power and potential of patient engagement content marketing – and how you can adopt it for your organisation. 

Understanding patient engagement in 2024

It’s acknowledged and accepted by all healthcare organisations that the patient voice is vital in designing, delivering, and improving healthcare services.

Patient engagement is a broad term that describes the ongoing collaboration between patients and healthcare providers to improve health outcomes. At its heart, patient engagement is about empowering patients with the knowledge, skills, opportunities, and motivation to make informed decisions about their health.

Engaged patients typically experience better health outcomes. They demonstrate higher levels of satisfaction with their care. Patients are more likely to adhere to treatments and are more confident in managing their conditions. Engaged patients are also less likely to be readmitted to hospital.

There is also evidence that patient engagement is effective in improving organisational governance, which is critical for public organisations like the NHS.

Patient engagement is a core part of the NHS and forms a core part of the Long-Term Plan. Patient involvement is essential to create and maintain a modern healthcare system – and its importance is growing. 

We’re entering an era of personalised medicine, where medications and treatments can be tailored to us. Patient engagement will enable the NHS, lawmakers, and other bodies to unlock the potential of personalisation while establishing boundaries.

Patient engagement is also a core part of the marketing strategies of pharmaceutical companies, medical device manufacturers, healthtech businesses, and anyone with a direct relationship with patients and the public.

Why content marketing is a critical tool for patient engagement

Patient engagement is about creating connections – and content is an incredibly powerful tool. Content can’t – and shouldn’t – replace face-to-face patient engagement, but if used intelligently and strategically, it can play a role at every stage of the patient pathway. 

By providing targeted, relevant, and accessible content, healthcare providers can educate and empower patients, making them feel they’re in control. 

Expertly produced content can simplify complex information, like a patient pathway, for example. The team at Cancer Research UK have mastered this with their infographics, providing patients with information on cancer diagnosis, treatment, and prognosis. These infographics make it easier for patients to understand their health conditions and the care process, and that’s the priority.

Patient engagement content

Patient engagement has one clear rule: give patients what they want, where they want it. For example, expecting people over 80 to be avid social media users is not good. Instead, you must learn about your audience, content preferences, and communications priorities. 

Once you’ve built a profile (or profiles) of your audience, you can begin to explore content channels. The types of content that can be used to drive patient engagement vary widely. Healthcare content marketing can include:

We’re seeing greater use of social media to drive engagement, including online community building through Facebook and X. Some progressive healthcare companies use Instagram, TikTok and other social channels to engage their audience.

Before considering what content you want to produce, you must understand who your audience is – which involves lots of research, social listening, and direct engagement. 

The key to effective digital marketing is to create content that is engaging, educational, and empathetic to the needs and concerns of patients and the people you want to connect with.

If you want to learn more, you can read our healthcare content guide.

Strategies for effective patient content marketing

Want to build an effective healthcare content marketing strategy? Start by reading our guide. 

We won’t go over the fundamentals again, as we’ve already described how to create a content marketing strategy in detail. The principles of content marketing for healthcare products and services and patient engagement are broadly similar. However, we recommend a much greater focus on personalisation in patient engagement campaigns. 

Personalisation is the basis of the best and most engaging content marketing. Healthcare providers should aim to deliver content that addresses individual patient needs, concerns, and interests. As well as information, content should be presented and written in a compelling, engaging, and authentic way. 

Let’s say you’ve developed your healthcare content marketing campaign. Here are some strategies for effective patient content marketing:

  1. Focus 100% on your audience: Tailor all content to meet the needs and interests of your specific patient demographic. Use surveys, social media interactions, and patient feedback to understand their concerns, questions, and interests and reflect these in your content. This will have the dual benefit of driving better engagement and improving SEO. 
  2. Explore educational content: It’s essential that you create educational material that answers the genuine questions of patients (not what you think they want to know). This could be content that explains health conditions, treatments, or offers wellness tips in easy-to-understand ways. We’re huge fans of investing in social listening (through engaging in online communities and conversations) and asking patients directly through focus groups, interviews, and questionnaires. The more data you collect, the better your content will be.
  3. Use patient testimonials and stories: We’ve talked above about the power of real patient insights. You should ensure you share real-life stories and patient testimonials, providing a transparent and honest account of their experiences (good, bad, and indifferent). Doing so builds trust and engages patients personally, which is impossible in other ways.
  4. Intelligently select content channels: The content channels you use through your campaign should be selected for their effectiveness in engaging your core patient groups. Avoid pressure from stakeholders, managers, or even patients for channels and be guided by data and insight. Use multiple channels and create a detailed and accurate content plan to drive engagement.
  5. Don’t ignore the importance of SEO optimisation: If you’re investing in online content like blogs, articles, and more, you should optimise content for search engines. Using keywords effectively can improve visibility in search results. A comprehensive SEO process and strategy from a healthcare SEO agency like 42group will also provide sentiment analysis, search intent, and specific keywords that bring you closer to your core audience. 
  6. Prioritise interactive content: The digital world is all about the moving image (even if we’re a content agency). We recommend investing in interactive content like videos, animations, quizzes, polls, and webinars. If you’ve got the budget and the timeframe, you can consider investing in an app for the ultimate in creating patient connections. Interactive content and tools are all about personalisation and connecting your brand with patients. 
  7. Schedule regular updates: Keep content fresh and up-to-date by regularly reviewing, refining, and refreshing it. Work with your agency partner or in-house team to explore what’s working and why and what isn’t. Ask questions, push for answers, and constantly improve.
  8. Ensure compliance, accessibility, and accuracy: Ensure all content complies with healthcare regulations and is accurate. Content is accessible to every patient. Push for 100% accuracy in everything that you do. Mistakes are hard to rectify, and their impact can resonate.
  9. Incorporate feedback and analytics: Regularly analyse the performance of your content marketing activities against your KPIs. Balance numbers with feedback from real people and patients.
  10. Be bold, not boring: Patient engagement campaigns should use the best commercial tactics. Learn lessons from the world’s biggest brands and never, ever be boring .

Bringing content to life

Video content has become increasingly important in digital marketing strategies, including those targeted at patients. Videos and animations can demonstrate procedures, showcase patient testimonials, or provide educational material in a compelling way. In fact, videos and animations are particularly effective for explaining complex medical information, like patient pathways, in a simple and visually appealing way. 

Across the world, 91% of big businesses use visual content, according to digital marketers Hubspot. Are you using it? Professional videos can come with a hefty price tag that can be as low as £1000 for a basic piece-to-camera to £20,000 (or more) for a professional quality corporate video. 

Animations are increasingly popular. You can use long-form animations (a minute or more) or short “stings” – animations that last just a few seconds to grab the attention. It’s easy to get carried away with the creative, but in patient engagement,  it’s important to focus on the content that’s going to work for your patient cohort.

You can find some incredible examples of great healthcare content we’ve collated here. But don’t limit yourself to healthcare content; you can gain inspiration about great content from anywhere. In fact, the best digital marketers and healthcare promotions experts will gain inspiration from the best commercial campaigns and use the same tactics and techniques to engage their audiences. 

Healthcare providers should also consider investing in interactive tools like health calculators, symptom checkers, and personalised health assessments. While costly, these are the definition of personalisation and can provide huge amounts of value for businesses and patients. 

For example, studies have shown that mobile apps that track health metrics, provide medication reminders, and offer direct communication with healthcare providers can significantly increase engagement and empower patients to take charge of their health. As we move toward a future that’s defined by personalisation, we’re likely to see medtech emerge as driving a revolution in care. 

Measuring patient engagement content success

Patient engagement campaigns will have specific KPIs that define success. Many of these will include analysis of patient behaviours, adherence, brand perception, and more. We’re not going to consider those here. If you’re investing in content marketing as part of your patient engagement campaigns, you should consider setting out some clear patient engagement content KPIs.

We can split these into 5 categories;

  1. Traffic metrics
  2. Engagement metrics
  3. Conversion metrics
  4. SEO metrics
  5. Revenue metrics

We’re not going to go into this in detail because we’ve already done so in our healthcare content marketing KPIs guide.

Measuring KPIs is essential, and so is acting upon it. Data and insights gathered from analytics should inform your content marketing strategy and activities. Fundamentally, by analysing which types of content perform best, healthcare providers can adjust their strategies to produce more of what their audience engages with. This ensures a more effective and efficient approach to patient engagement that will deliver the best results for your budget.

Why better content drives better patient engagement

Effective healthcare content is an effective tool for healthcare providers, medical device manufacturers, and pharmaceutical companies to connect with patients on a deeper level. 

Successful content marketing campaigns begin by understanding patient needs, overcoming engagement barriers, and using an intelligently selected choice of content channels to engage patients.

Digital marketing is fast-moving, and patient engagement campaigns should be flexible and adaptable. By following trends and advancements in digital marketing, healthcare providers can anticipate the needs of their patients and continue to provide them with the valuable, personalised, and powerful content they need to make informed health decisions.

The future of healthcare is collaborative, and it’s driven by content. The best investment you can make for your business or brand? Content that builds human connections. 

Key Performance Indicators (KPIs) are crucial for any content marketing strategy, enabling you to measure progress, quantify impact, and calculate ROI. A clear and measurable set of KPIs enables you to gauge the effectiveness of your content, refine your strategy, and achieve your marketing goals. But how do you measure content marketing results effectively? 

At 42group, every campaign is underpinned by clear metrics we agree on, share, and monitor with our clients.

In this comprehensive guide to healthcare KPIs, we will identify some key metrics we recommend you use. If you have the time, budget, and expertise, you should measure as much as possible. The information you collect can help you make better decisions informed by data. Sound good? Then read on…

What are content marketing KPIs? 

Let’s start with a definition: Content Marketing KPIs are measurable values that help marketers evaluate the success and efficiency of content marketing strategies. 

In the real world, these are tangible things you can track. Like that?

KPIs can include SERP performance, audience engagement measures, tracking lead generation, and analysing sales conversions. 

So, what KPIs should you choose? This is 42group’s tick list to help us when we’re selecting KPIs with our clients:

Some companies will produce 

By measuring meaningful and relevant KPIs, marketing teams – and their clients and customers – can clearly understand what activities and approaches are working and what aren’t. Regularly monitoring healthcare content KPIs enables teams to act, adjust their strategies, and invest in activities that deliver impact and outcomes. Which is what we all want, isn’t it?

You’ll often hear digital marketers talk about “data-driven strategies” – and that’s what this is.

However, not all KPIs are equal, and you’ll often find digital marketing agencies reporting vanity metrics. They’re measurable but don’t matter. 

Before we get too far into that, let’s provide details on some common healthcare content and digital marketing KPIs.

How do you measure content marketing results? 

Measuring content marketing results involves looking at various metrics that assess different aspects of your content’s performance. Not all of these metrics will be relevant to your organisation or campaign, so pick and choose from these to build a KPI dashboard:

We can break KPIs down into five categories:

  1. Traffic metrics
  2. Engagement metrics
  3. Conversion metrics
  4. SEO metrics
  5. Revenue metrics

Let’s go through these different metrics and highlight some of the key ones you might want to consider for your digital marketing campaigns.

  1. Traffic metrics:
  1. Engagement metrics:
  1. Conversion metrics:
  1. SEO Metrics:
  1. Revenue metrics:

How to track and report content marketing KPIs

KPIs are only useful if they’re effectively monitored and reviewed. We suggest monthly meetings, but the frequency is up to you. Bear in mind that content marketing won’t always move the dial quickly and can take months (or even years) for your organisation to feel the full impact and benefit.

Here are some basic tips to help you with your KPI monitoring:

Collating the figures is a big job, but your responsibilities don’t stop there – now you need to process it and put it into a dashboard.

We’ve seen some incredible KPI dashboards incorporating data visualisations and more. But you don’t need to do that (unless you want to). 

You should be able to present your core KPIs on a single page. If you’re not a professional designer, use one of these free dashboard templates.

We won’t go into why data dashboards are the best way to display KPIs, track progress, and drive improvement. But they are. Always put aside some time (or budget) to build a dashboard that’s easy to understand, clear, and accessible.

10 Reasons why healthcare content marketers should measure KPIs:

The best digital marketers, marketing managers, and content pros know that KPIs are vital to any project. But, if you still need some convincing, here are 10 reasons healthcare content marketers must measure KPIs.

  1. Align content goals with business strategy: KPIs align your content strategy with your overall business objectives. You must demonstrate the impact content can have on the shared goals of the business. 
  2. Performance tracking: Regular monitoring of KPIs enables you to track the performance of your content. You’ll learn what’s working (and do more) and what’s not (stop). Identifying what works and what doesn’t – and acting on it is only possible if you’re tracking KPIs.
  3. Calculate ROI: While we’re not huge fans of this metric, KPIs enable you to calculate the return on investment (ROI) of your content marketing campaigns. This can provide a powerful illustration of the impact of digital marketing on your business.
  4. Learn more about your audience: KPIs can provide valuable insights into your audience’s preferences and needs. Using standard tools, you can learn about the demographics, preferences, and priorities of your target personas. The more information you have, the better your campaign will be.
  5. Optimise content: We’ve said it before, but measuring KPIs provides data on the most effective content types. This powerful information can help you optimise your future content, driving better engagement and results.
  6. Allocate resources: KPIs enable you to make better decisions on where to allocate the budget. In an environment where digital marketing and content marketing budgets are under pressure, spending money wisely is essential. 
  7. Improved decision-making: Armed with mountains of data (all captured in your dashboard) you can make better-informed decisions on strategy, tactics, and budgeting. 
  8. See how you stack up: KPIs allow you to benchmark your performance against competitors, understanding where you stand in the market against the companies that matter most.
  9. Identify trends early: Tracking KPIs over time helps you to identify trends and patterns in audience behaviour, content preferences, and more. You (or your content agency partner) can use this information to improve your campaigns. 
  10. Increased accountability: Measuring KPIs makes marketing teams, content producers, and partners accountable for their performance. 

Build a healthcare content marketing strategy on KPIs

Content marketing isn’t just about creating and distributing content. Content must have a strategic purpose and push the business towards its key objectives. KPIs provide structure, strategic focus, and clarity for in-house teams and agencies. It’s a circular process based on measurement, analysis, and continual optimisation.

Organisations that use KPIs are more likely to be successful than those that don’t. T

Marketing teams often struggle to capture the value of their work as they don’t apply a rigorous way of measuring it. KPIs, presented in a dashboard, can be shared with everyone and display the impact of your content with total clarity.

Content that builds healthcare brands and creates connections

42group is one of the UK’s leading content marketing and digital marketing agencies. We’re committed to creating incerdible content for the businesses and brands we work with. Everything we do is based on data, and targeted 100% on your audience.

If this sounds like the kind of agency you’d like to work with, then get in touch.

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Promoting a healthcare company combines a wide range of activities that include content marketing, digital marketing, and community engagement alongside traditional marketing channels to build human connections. In this article, we will explore the challenges involved in promoting a healthcare business and opportunities to use marketing techniques to deliver a competitive advantage.

In this guide to promoting healthcare companies, we will work through the stages you need to create a strategy. We’ll also link to some core resources available on the 42group website. 

In this guide to promoting a healthcare company, we focus on commercial companies involved in promoting services, products, treatments, or solutions to healthcare providers or directly to patients. It all begins with a deep understanding of your core audience, so that’s where we’ll start.

Understanding your audience

The key to successful healthcare marketing is understanding who your audience is. Audience identification involves a deep dive into demographics, psychographics, and the specific healthcare needs of the people you want to connect with.

Here are some of the things to consider when building audience insights:

Identifying your audience is a critical part of every strategy and essential to an effective campaign. We’d go as far as saying that the more comprehensive your audience identification and targeting, the more impact your campaign will have. The audience information you have will influence every aspect of your marketing strategy, including healthcare content creation, community engagement activity, and partnership development.

Key takeaways: Understanding Your Audience

Building your strategy: Channel selection

Once you’ve developed your personas, you can begin the process of channel selection. This is a strategic way to identify the channels you use to connect with your core audience. 

Each healthcare company must match the channels with their audience. For example, investing in digital marketing makes sense for a medtech startup, but will be less of a priority for a community organisation targeting older people who need their services.

We’ve split the marketing information into the following categories:

Digital marketing 

Digital marketing is a core part of every healthcare company’s promotional plan. Healthcare digital marketing combines a range of activities, including optimising your website, search engine optimisation, and social media engagement.

Key takeaways: Digital marketing strategies

Content Marketing

Healthcare content marketing isn’t just about promoting services; it’s about providing value through information and education. Effective content marketing uses a variety of channels to educate and inform your core audience with valuable information that improves how they work and live.

Healthcare content marketing can also have a positive impact on SEO, and social media engagement – delivering significant benefits for your overall business.

Here are some of the content marketing activities you should consider when promoting a healthcare company:

At 42group, it’s our job to develop creative content ideas. It takes creativity, an understanding of your audience, and a journalistic eye for a story. It’s taken us years to develop these skills, but we’ve pretty much given it all away for free in this blog post on coming up with creative healthcare content ideas

Content creation is a way to engage your audience and build trust in your business, brand, service, or product. The benefits of content marketing can take time to realise, but the investment you make in content will pay you back (if you’re doing the right things!).

Key takeaways: Healthcare content marketing

Community engagement and outreach

Building a strong presence in your local community is essential for healthcare companies of all sizes and in all sectors. Of course, it’s particularly important to doctors and dentists, but medical device companies, pharmaceutical businesses, and medtech should all invest in community engagement and outreach. 

Key takeaways: Community engagement and outreach

Partnerships and networking

Building strategic partnerships and networks is a pivotal aspect of healthcare marketing. You’ll want to identify key partners and influencers and approach them with an appealing offer to get involved with your healthcare company. 

Partnerships and collaborations aren’t always free, particularly with money-motivated influencers, but if it gets you closer to your core audience, it’s an investment worth making. 

Key takeaways: Partnerships and networking

Using patient testimonials and case studies

This won’t work for start-ups, but established healthcare companies should make full use of patient testimonials and case studies. These are powerful tools in healthcare marketing, providing real-life examples of the effectiveness of your product, services, or solution. 

Whenever you’re dealing directly with patients, there are ethical considerations. You must always obtain consent from patients before sharing their stories and be mindful of patient privacy laws. Always anonymise personal information to maintain confidentiality and protect data.

Key takeaways: Using patient testimonials and case studies

Traditional marketing channels

We’ve focused heavily on digital marketing for healthcare companies, but you should never forget the tried and tested traditional marketing channels. Traditional marketing channels still hold significant value, especially in reaching certain demographics. Advertising providers are able to give all clients a detailed breakdown of key metrics and target demographics;

Traditional media advertising requires specialist expertise. We recommend that all our clients work with a media buying specialist to work out the most effective advertising mix for each campaign. This can actually save you significant amounts of money as they can negotiate better deals and larger discounts.

Key takeaways: Traditional marketing channels

Evaluating marketing strategies 

A core part of your strategy should include details on how yuo will measure campaign impact (KPIs) and calculate ROI. The best healthcare marketers (or healthcare marketing agencies, like 42group) continuously evaluate and refine marketing strategies to ensure campaigns will connect with your core audience.

Key takeaways: Evaluating marketing strategies

Promote your healthcare company: Wrap up

Successful healthcare marketing campaigns are all about building trust, educating your audience, and providing value. It’s about promotion, but you can achieve more through healthcare digital and content marketing and traditional advertising approaches. 

By creating a strategy that’s 100% focused on your audience, healthcare companies like yours can enhance visibility and significantly improve customer engagement and satisfaction.

The core of healthcare marketing is about connecting with people – understanding their needs, and providing solutions that improve their health and well-being. Achieve that, and you’ll be successful in promoting your healthcare company.

Social media is a core part of every healthcare digital marketing strategy. Organisations can use social media platforms – including Facebook, X (formerly Twitter), Instagram, TikTok and LinkedIn – to share content, build communities, and promote campaigns. Successful healthcare social media builds meaningful engagement with your audience – whoever they are.

In this article, we explore what social media is (don’t worry, we already know that you know). Then, we’ll provide 10 evidence-based tips from the 42group healthcare content team, with some of our favourite examples of industry best practice.

What is healthcare social media?

Everyone knows what social media is, right? Healthcare providers, NHS trusts, medical device manufacturers, and pharmaceutical companies all use social media to engage patients, inform stakeholders, and build audiences. (They don’t all do it well, but that’s something we’ll tackle later.)

In the past, social media was often used as a synonym for Facebook and Twitter, but today it’s much broader. Social media can include:

Social media is hugely powerful with incredible potential. It can provide healthcare companies of all sizes with a direct connection to patients, the public, healthcare professionals, and key stakeholders – all for free!

That’s the theory, at least. However, too many healthcare organisations use social media in an unfocused and unstrategic way – which can cause resources to be spread too thinly. The result is a lack of structure and strategy that can also severely impact the effectiveness of campaigns. 

More worryingly, healthcare organisations must have strong rules around how they use social media to avoid breaches of confidentiality. Improper or careless use of social media can lead to a negative impact on your brand’s reputation.

A recent paper (Multifaceted Role of Social Media in Healthcare: Opportunities, Challenges, and the Need for Quality Control) illustrates how social media can create human connections for healthcare organisations – but also exposes them to significant risks. Instead of giving your marketing team free rein with your social media accounts, you should exercise strict quality control to protect patients, data, and brand reputation.

10 healthcare social media marketing tips

These healthcare social media marketing tips are based on our work with several of the world’s largest healthcare organisations, pharmaceutical companies, and medical device manufacturers to create human connections. 

1. Let the audience influence your platform selections

Effective healthcare social media marketing requires a detailed understanding of your audience. Learning about their demographics, interests, and healthcare concerns allows you to select the best platform and create content that builds connections. 

While your young and ambitious social media exec may want to invest in a TikTok channel, if you’re targeting the over 60s, then it’s Facebook all the way. It’s a complex area, but thankfully, the team at Sprout Social have done the work for you (and us) with their guide to social media demographics

2. Share reliable and accurate information:

Social media content is often conversational, but you can never compromise on accuracy. 

You’ll need a process to ensure that all the information shared on your social media platforms is accurate, evidence-based, and complies with healthcare regulations. Most companies have a legal check, which is a critical part of the process – but it can take some time. That’s why we recommend running your social media calendar as far in advance as possible.

By sharing reliable and accurate content, you’ll build trust and establish your brand as a credible source of healthcare information.

Share Reliable and Accurate Information: Case study:

3. Engage with Empathy:

Healthcare is a sensitive and personal subject and one that demands care, ethics, and empathy. 

When engaging with your audience on social media, do so with empathy and understanding. Aim to personalise your interactions and show genuine concern for patient wellbeing. 

As well as posting regularly, you should focus on engagement. This can include responding to comments, addressing concerns, and sharing stories that resonate with your audiences’ experiences.

Engage with Empathy: Case study

4. Create visual content

Visual content – including infographics, videos, animations, and images – is highly effective in healthcare social media marketing. Visual content is especially effective when communicating complex information, like how a patient pathway works, how a new treatment impacts the body, or how healthy eating can improve overall health.

Oh, and visual content is 40 times more likely to be shared on social media than text posts. 

Visual content: Case study

5. Encourage community building

Social media provides a unique opportunity to build communities of like-minded individuals. Sure, you may capture the zeitgeist and “go viral”, but creating a community is much more effective in the long term than a single post that gains many likes, shares, or impressions.

Use social media to create spaces where patients can share their experiences, ask questions, and support each other. For example, you can do this through Facebook groups, Twitter chats, or Instagram Live sessions. You can also use hashtags as a way to create a community and encourage sharing.

A strong online community increases engagement and establishes a powerful, two-way relationship between a healthcare organisation and its audience.

6. Highlight patient stories and testimonials

Sharing patient stories and testimonials, with consent, is a powerful way to build trust, whatever your audience. If told authentically, patient stories are an incredible way to capture complex information and demonstrate impact. Many healthcare organisations use YouTube to host videos that can be shared across social media.

Testimonials are mini case studies but can be used in a slightly different way. For example, we gathered several one-sentence patient testimonials, transforming them into images to accompany ads. Testimonials helped to personalise the product, and focusing on real patient benefits helped to grow the audience.

Patient stories and testimonials: case study

7. Post consistent and regular:

Social media success and engagement is based on consistency. Too many healthcare organisations burn hot and cold, publishing lots during projects and then dropping off when the project ends. Our advice is to post consistently and regularly (which takes planning and preparation!).

You should maintain a regular posting schedule to keep your audience engaged and informed. However, never compromise the quality of your posts and content to satisfy your ideal posting schedule. 

8. Monitor and adapt to feedback:

Social media is a two-way communication channel, giving you incredible access to your audience. Don’t ignore them; embrace their feedback and update and amend your campaigns to reflect this.

Both positive and negative feedback can be used to adapt and improve your social media strategy. Using analytics inside social platforms, you can see the kind of posts that are successfully driving clicks and those that are being ignored. Over time, you’ll be able to refine your posts, improving engagement and growing your audience by delivering the content and posts that they want.

9. Promote health awareness campaigns:

Social media can be an afterthought for some marketers, but platforms are great for being the engine room of health awareness campaigns. You can educate the public and position your brand as being active in promoting community health.

Healthcare brands can use social media-led health awareness campaigns to gain an entry point to their audience without overt or aggressive branding.

Promote health awareness: Case study

10. Be bold with social media trends

The best social media professionals stay updated with the latest social media trends and tools. We’re not going to lie, it’s a fast-moving world. But remember tip #1 – focus on the platforms your audience is using, not chasing the latest trend. 

Whether you’re exploring a new feature on Instagram or a trending hashtag on X, tapping into new trends can help keep your content fresh and engaging.

Finally, we recommend that healthcare companies be bold. While you’re likely to be guided by in-house guidance, brand tone of voice, and legal constraints, push these as far as possible. Brands that are brave and not boring are the ones most likely to succeed on every social media platform.

Healthcare social media that builds human connections

It can be challenging to master social media marketing. But when you strip things back, the focus is on one thing: building human connections. 

Your social media posts should be original, authentic, and focused 100% on your audience. Trust us, if you get that right, you’ll smash all your social media targets!

Work with a content-first healthcare marketing agency

42group is a content-first content marketing agency that’s 100% committed to boosting your business online, creating conections with people and patients.

If you’re looking for a fresh perspective on social media, contact us today.

Contact us today

A healthcare content marketing strategy is a comprehensive plan which sets out your target audience, content marketing activities, and KPIs. In your content marketing plan for healthcare, you should provide clarity for internal stakeholders and any creative agencies you may work with. Your healthcare content plan offers a single source of truth that will help you work together to 

This guide to healthcare content marketing strategy is a rapid walkthrough of how to create one. Throughout the article, we will link to other resources on the 42group site that you can use. 

Critical steps to creating your healthcare content strategy

There are some critical steps that you must go through to build a comprehensive and patient-centred content strategy. These steps are:

In this guide, we will walk you through each of these steps, helping you to understand what they involve, why they’re essential, and how to incorporate them into creating a content strategy. If you’re not interested in reading the text, we’ve provided takeaways for each section with the important things to remember.

Understanding your audience

A deep understanding of your audience is the foundation of any successful healthcare content marketing strategy. 

Too many health campaigns don’t develop detailed audience personas or insights that can drive truly patient-centred content campaigns. The better your audience segmentation and insights, the more effective your campaign will be.

What makes it challenging is the sheer diversity of the audience. Healthcare campaigns can have multiple audiences, including patients and their families, clinicians, and key stakeholders.

Each segment seeks different types of information and uses other content channels. While social media may be effective at reaching younger people, older people may prefer more traditional and direct content and communications. 

We recommend that all clients build a series of personas for each campaign. These are often crude pen portraits of groups and are necessarily reductive, but they are a powerful way for your content team (including external providers) to understand who you want to communicate with. 

Audience insights should include details on content preferences and content channels, the type of information required, and the outcomes you want from each group. While you’ll likely have a clear picture of your audience in mind, you should support this with research. Ideally, you’d undertake primary research, but secondary research, social listening, and keyword research can help you build a fairly accurate understanding.

Remember, the greater the investment in audience research, the more targeted and effective your campaign will be.  

Key takeaways: Understanding your audience

Setting Clear Objectives

You should now know who your audience is, but what do you want to achieve with your healthcare content marketing campaign?

The objectives of a healthcare content marketing strategy should be aligned with the broader goals of the organisation. In this article, we’ve outlined some reasons you might be developing healthcare content marketing campaigns

Campaigns can be used to raise awareness of services, promote healthtech products, enhance brand visibility, improve patient engagement, establish thought leadership, and drive conversions.

Whatever you want to achieve, you need to set clear and measurable goals. This clarity enables you to create focused content and establish relevant key performance indicators (KPIs). These will be highly specific to your campaign but can include website traffic, SERP performance, engagement, lead generation, and conversion rates.

Key takeaways: Setting Clear Objectives

Developing a healthcare content plan

Successful content marketing in healthcare is simple: you create content that provides value for your audiences and is shared on the channels they use. By understanding your audience and the content they want and need, you’ll be able to begin developing a healthcare content plan.

Your plan is a critical document which provides a snapshot of all the content you are producing, the audience, type, key message, and outcome. As well as the content you’re producing, it also details the promotion strategy to ensure it’s visible and accessible and delivers an ROI.

This involves a careful selection of content types—ranging from educational blogs and in-depth research articles to interactive infographics and compelling videos.

Some common healthcare content channels include:

Your content plan can be a Google Sheet, spreadsheet, or (if you’re like us) on a dedicated workflow platform like Asana or Monday. We’ve written a guide on how to create an effective content calendar here.

Key takeaways: Developing a healthcare content plan

Content distribution and promotion

A multi-channel approach is vital in ensuring that your content reaches its intended audience. We recommend developing a comprehensive content plan that harnesses the benefits of all platforms, including your website and social media platforms. 

Depending on the purpose of your campaign and audience, you should consider email campaigns and collaborations with other healthcare providers. 

One of the benefits of developing a calendar is you can see the cadence of your content planning. It’s easy to identify priority channels and ensure there’s a consistent flow of content. You can also plan around priorities, including key dates, events, or even seasons.

At 42group, we automate as much as possible. That means pre-loading content to be published on sites, social posts, and any other content you have going out. This ensures content consistency, avoids errors, and ensures that we’re able to respond rapidly to any emerging issues – and with healthcare, there’s always something.

Key takeaways: Healthcare content distribution and promotion

Engaging with your audience

Too many healthcare campaigns are passive, with organisations pushing information. But content works best when it stimulates a conversation. To be most effective, you should consider content as stimulating a two-way communication process, where feedback is actively sought and responded to. 

How? This engagement can be enhanced by building a community around the brand through forums, webinars, and Q&A sessions. You can use your social media presence to engage your audience, ask questions, and provide answers. 

One of the main benefits of community building and engagement is deepening your understanding of your core audience. This can help you refine your content, ensure you’re responding directly to their questions, and build trust. A positive byproduct is your content will resonate with your audience and deliver more clicks, which can boost SEO. 

Don’t forget our first lesson: The better you know your audience, the more effective your content campaigns will be. 

Key takeaways: Engaging with your audience

Measuring success and adjusting strategy

You should regularly monitor the impact and effectiveness of your healthcare content marketing strategy. If you’ve followed our advice, you’ll have a clear set of KPIs with regular reporting that’s collated in a dashboard.

Content campaigns are hard, and you may not see immediate results. If you’ve done the hard work, you should have faith that it will deliver results – but the data doesn’t lie. 

We recommend scheduling regular catch-ups to review data and explore any issues and areas for improvement. Content strategy shouldn’t exist in a vacuum, either. You (or your healthcare content marketing agency partner) should respond to any changes quickly and decisively. 

As well as unexpected issues that emerge, keeping up with healthcare trends and evolving audience needs is also crucial for maintaining the relevance and effectiveness of your content. Here are our healthcare trends to watch for 2024.

Key takeaways: Measuring Success and Making Adjustments

Ensuring accessibility and compliance

Healthcare organisations have a duty to ensure their content is accessible, open, and relevant to all audiences. NHS organisations, in particular, have a legal duty and responsibility to ensure content is accessible. 

It also makes common sense to ensure the largest possible audience can view your content. 

Accessibility and legal compliance are core requirements within your content production. You should also regularly perform checks and ensure that content is clear, accessible, and relevant to all your audiences.

Key takeaways: Ensure accessibility and compliance

Build a better healthcare content strategy

This guide provides a basic outline of how to create a healthcare content strategy, but we can do much more than this. If you want to create a healthcare content strategy that builds human connections with your key audiences, get in touch.

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Local SEO is critical for doctors who want to ensure their practice is visible and accessible to patients online. Local SEO isn’t a single activity but an ongoing process of ensuring that your website is easy to find, accessible, and delivers a positive user experience. We’re going to break down the fundamentals of local SEO for GPs and provide you with a step-by-step guide to get you started

Basics of local SEO

You probably already know this, but we’ll go right back to basics and build from there.

SEO stands for search engine optimisation. It’s a set of strategies, tools, and techniques aimed at improving your website’s visibility on search engines like Google. 

Google is the world’s most popular search engine, handling billions of daily requests. When someone types a query into a search engine (what is local SEO for doctors?), it sits through the billions of webpages to identify what it considers the best and most appropriate result.

SEO is a strategy to ensure your website ranks as highly as possible in search engine results. To get you there, SEO agencies and professionals use a range of strategies and approaches, including technical improvements to your site, keyword optimisation, link-building, and content creation to boost your running.

When searching for healthcare services, Google will use your location as part of its assessment for search results. When it filters through webpages, it will identify local GP surgeries and display results. As well as details of the GP practices that are local to your area, it will also display a map with places.

Local SEO ensures that your local practice appears prominently in Google search results.

Why Local SEO Matters for Doctors

SEO for doctors isn’t about advertising services but accessibility and visibility. Here are some of the reasons why doctors like you may want to invest in local SEO:

In each of these situations, SEO is going to have a positive impact on your practice.

By optimising your online presence locally, you ensure that your practice shows up in these critical searches, connecting you with potential patients in your area.

Key components of local SEO for doctors

SEO for doctors is a huge area that incorporates a large range of technical improvements, website optimisation, and more. We’re going to focus on the elements of local SEO.

Common local SEO mistakes to avoid

Local SEO for doctors isn’t hard, but it does take an investment of time and resource. You can’t simply create connections like Google My Business and ignore them. 

Measuring Your SEO Success

Measuring SEO impact and assessing success is technical, but the easiest way to do so is to simply type your keywords into Google and see where you rank. 

If you’re looking for more technical analysis of performance, use tools like Google Analytics and Search Console to track your website’s performance. You’ll want to look for changes (and hopefully, improvements), in website traffic, search rankings, and engagement rates.

Want to supercharge your SEO?

At 42group, we work with healthcare providers to boost their SEO using sustainable techniques. There are no shortcuts, or dubious practices, just good, old fashioned hard work.

If you’d like to chat to us, get in touch today.

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Local SEO FAQs

How long does it take to see results from SEO?

SEO deosn’t work overnight (or at least, in most cases it won’t), but you should begin to se an impact quickly. We recommend investing in SEO for 3-6 months to see a demonstrable change in traffic and improvements in ranking, but it can happen much quicker.

Can I do SEO on my own, or should I hire a professional healthcare SEO agency?

IF you’re confident working with the tools here and have access to the internet, there’s no reason why you can’t attempt many of these SEO activities yourself. Of course, working with an agency like 42group will make the process easier, faster, and more effective. 

How often should I update my website content?

If you’re serious about boosting SEO for your GP practice, then you should review all content on your website regularly and update it. You should also invest in regularly posting high quality new content. There is no hard and fast rule about this, but we recommend a post or two a week is effective for most practices and will soon have an impact. 

Healthcare organisations looking to create content that connects with their audiences must understand the healthcare content trends that will define 2024. We believe that healthcare content in 2024 will focus on innovation, access, quality, and data security – and their impact on patient diagnosis, treatment, and outcomes.

In this article, we will explore some of the key content trends healthcare marketers should know about for 2024. The ability to identify trends is critical to creating content your audiences want to read and share.

Here are 42group’s healthcare content predictions for 2024.

Medtech, digital health, and AI innovation

Medtech, digital health, and AI innovation are key themes that will dominate content in 2024. Patients 

Cutting-edge developments like Artificial Intelligence (AI), telemedicine, and wearable health devices are redefining care and ushering in an era of personalisation.

Healthcare access and quality

Tech advances are a key trend, but for many, access remains the biggest barrier to healthcare. In 2024, we’re likely to see this become a much bigger issue as we enter into an election year and the NHS becomes a key battleground for parties. 

Mental health awareness and resources

The importance of mental health is widely understood, with high-profile public campaigns highlighting the impact on individuals and populations. Positively, the stigma surrounding mental health is gradually being challenged by brave people and organisations –  leading to more open discussions and resource allocation.

Mental health services suffer from the same access issues identified above, so we’re not going to focus on that here. Instead, here are the defining content trends for mental health in 2024:

Global health challenges

Global health challenges like pandemics and climate change-related health issues are a massive issue for healthcare. We can’t predict the emergence of a new pandemic (nor would we want to), but digital marketers should be aware of the global context in healthcare content marketing.

Data protection and security

Government policies and regulations play a pivotal role in shaping healthcare systems. From funding and legislation to regulatory oversight, policy decisions have far-reaching consequences.

Translating trends into healthcare content

These trends are what we at 42group believe will define conversations around healthcare in 2024. 

Why does this matter?

Understanding and mapping the issues impacting healthcare in the UK, Europe, and globally enables us to develop content strategies that ensure our clients have something to say on the defining issues of the day.

If your agency isn’t working with you to map out the healthcare content trends for 2024 and develop a strategy, are you sure they’re the right partner?

The right healthcare content marketing partner

Want to work with an agency that’s always looking ot the future of healthcare and digital content markeitng? 42group works with leaders in healthcare to provide cuting-edge digital marekting services that help them grow .

Got a project you want to discuss? Get in touch!

From the whole team at 42group, wish you a happy, safe, and prosperous 2024.

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Healthcare digital marketing is complex, with companies navigating an ever-changing world of changing legislation, patient preferences, and digital devices. It’s easy to make mistakes in your digital marketing campaigns for healthcare that can limit their effectiveness and blunt their impact.

From regulatory compliance issues to a lack of personalisation, here are eight digital healthcare marketing mistakes we commonly see businesses making.

Understanding – and avoiding – these eight common mistakes is crucial for any healthcare organisation looking to run effective digital marketing campaigns.

1. Ignoring patient privacy and compliance regulations

One of the most significant challenges in healthcare marketing is protecting patients and adhering to all regulations and legal controls.

It’s vital for healthcare marketers to understand all requirements and ensure that all marketing efforts are compliant. The Government has created a guide for those advertising medicines, which is accessible here.

There are also rules on managing and controlling patient data. It’s vital for healthcare organisations to have robust cybersecurity measures to protect patient information.

Failing to protect patient data can land you in legal problems. It can also quickly destroy trust in your organisation and marketing campaign messaging.

2. Digital marketing without strategy

A common mistake in healthcare digital marketing we often see made by non-specialist agencies is adopting a one-size-fits-all approach. It should be clear to everyone, but our healthcare needs are highly personal, and marketing efforts need to reflect this individuality.

Segmenting your audience based on factors like age, location, and specific health interests is essential for creating relevant and engaging content. The better your audience insights, the more effective and powerful your campaigns will be.

How can you avoid making this mistake? Developing detailed patient personas can significantly improve any digital marketing campaign. Personas help your marketing team and creatives understand the specific needs, behaviours, and concerns of different patient groups. The result is more effective, targeted, and meaningful marketing campaigns.

3. Failing to invest in high-quality content

In the rush to maintain an online presence, healthcare organisations focus on content quantity rather than quality. Of course, as a healthcare content agency, we’d tell you to invest in high-quality, informative, and engaging content – but it’s essential. Focus on publishing and promoting well-researched articles, informative videos, and insightful blog posts that offer value to your audience.

As healthcare organisations, patients will have questions – so answer them! The more effective healthcare content is patient-centred, addressing the issues and questions that matter most to patients, the public, and key stakeholders.

4. Ignoring local SEO

Search Engine Optimisation (SEO) is a core part of digital marketing and content marketing. Ignoring local SEO can impact search engine rankings. Local SEO is vital for service providers, including NHS trusts, doctors, and dentists – but the principles apply to all healthcare providers.

You can learn more in our guide on SEO for doctors.

5. Overlooking mobile optimisation

More and more users prefer mobile browsing, but too many medical websites aren’t optimised for phones and tablets. A website that isn’t optimised for mobile will deliver a poor user experience, which can impact users and SEO.

Ensuring your website performs on mobile is more than responsive design. You need to consider the overall mobile user experience, including navigation, fast loading times, and accessibility. Ensuring every person and patient can access information is critical and part of your legal requirement if you’re an NHS organisation.

6. Failing to use social media effectively

An inconsistent or sporadic social media presence can impact digital marketing engagement and effectiveness. Most healthcare organisations have social profiles but don’t always post regular content that their audience wants to read and respond to.

Healthcare organisations may also be missing out on connecting with all audiences. Different social media platforms cater to different demographics and require unique approaches. For example, a strategy that works on LinkedIn might not be effective on Instagram. We always recommend that clients work to understand the nuances of each platform, developing a targeted approach for each channel.

7. Not tracking metrics or ROI

A campaign with KPIs is a campaign without a purpose.  One of the biggest mistakes we see in healthcare digital marketing is failing to set and track campaign performance.

It’s crazy, because easily accessible analytics tools can help you monitor key metrics like website traffic, conversion rates, and engagement levels. These are essential to measuring the effectiveness of marketing efforts and making data-driven decisions.

As well as missing out KPIs, too many digital marketing campaigns (and agencies) don’t aim to measure ROI. This is a tricky issue, but your KPIs will provide an illustration of impact and a way to establish value.

8. Failing to capture stories

Patient experiences, stories and testimonials are powerful tools in healthcare marketing. Or, if you’re a medical device manufacturer, clinician case studies provide what we in marketing call social proof. It’s the most powerful marketing tool out there as it’s authentic.

We recommend clients capture information, feedback, and insights at every stage of their campaigns. You can engage people directly through social media, surveys, or identifying key stakeholders who can support you.

It’s easier to capture information as you progress through a programme rather than at the end.

We also find that too many healthcare organisations don’t respond to negative feedback.  Ignoring negative reviews can harm the organisation’s image and patient trust, damaging your business more than a single bad review ever could. Reply with honesty and integrity and publicly welcome all types of feedback (good and bad).

Drive improvement in your healthcare digital marketing

Digital marketing isn’t easy, but by recognising and avoiding these common mistakes, you can have an impact.

There’s a tension between compliance and innovation and quality and quantity. Whatever decisions you make should be driven by a strategy that puts people first and is analysed using clear KPIs. Campaigns should be reviewed, refined, and optimised to deliver the best results.

Do all that, and you’ll deliver a digital marketing campaign that drives change.

Healthcare digital marketing with impact

Want to make no mistakes with your healthcare digital marketing and content? Then contact 42group. We’re a team of healthcare specialists ready and waiting to help you with your projects.

Get in touch today.

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Generating healthcare content ideas is a systematic approach that uses tips, tricks, and techniques of journalists and expert content writers to identify key themes. Content ideas for healthcare can come from a massive range of sources, including service changes, medical research, health and wellness advice, and diversity issues – but everything should be focused on your audience.

In this article, the healthcare content experts at 42group have created a foolproof guide to help you develop better ideas. These ideas can be used as the basis for generating content, including blogs, web pages, whitepapers, case studies, social media content, infographics, animations, and films. The result is content that builds human connections. 

Healthcare content – what are you communicating about?

The best content has a clear purpose, so before we begin exploring how to generate healthcare ideas, we need to understand the purpose of your content and the people you’re writing for (your audience).

Content marketing is a way to engage your audience with information that they’ll find valuable. In the commercial world, it’s used for brand building (as well as SEO), but for healthcare organisations, there are several reasons why you might want to use content, including;

Understanding what you’re communicating is essential at the next stage: audience identification.

If you’re working with a healthcare content agency (like 42group), the ability to articulate clearly the purpose of your content marketing project will have a significant impact on its chances of success. 

Identifying Your Audience

Understanding your audience is essential when generating content ideas. It enables creatives to develop ideas that resonate with this group, adopt an appropriate tone of voice, and structure the information.

Audience identification is also critical to SEO, enabling us to develop a strong keyword strategy to ensure your content ranks well in search engines. 

Some of the core healthcare content audiences include:

These are very general categories, and it’s unlikely that this list will provide any writer or content strategist with the information and insights that they need to generate ideas. While you may have a clear idea of your audience, we always encourage healthcare clients to create personas in as much detail as possible. This isn’t something we can go into here, but we’re going to be making a range of new blogs digging into the details of how to create personas (so watch our Answers page for, well, answers).

Generating healthcare content ideas like a pro

In this section, we will take you through generating healthcare content ideas like a pro. We’re going to assume you’ve identified what the content will achieve and the audience you’re communicating with. Here’s how to generate healthcare content ideas like the pros at 42group do.

Tapping into current healthcare trends and needs

Healthcare, med-tech, digital health – call it what you want, but the world of healthcare is transforming faster than it ever has. While we can welcome innovative new technologies, personalised treatments, and the emergence of AI, we’re seeing the healthcare service struggle to deal with a funding crisis, staffing shortages, and increased demand.

As well as domestic healthcare challenges, the NHS exists as part of a global healthcare system, with ideas for new content coming from anywhere.

The best and most engaging content strategists are keen readers and will scour the press for stories that inspire new content. The press also acts as a critical indicator of public opinion and political priorities, so identifying themes and responding rapidly to emerging issues shows clear content (and organisational) leadership.

Here are some ways you can use current healthcare trends in the media to generate ideas:

Utilising SEO and social media insights to create content ideas

The press and media are great indicators of significant trends, but you can – and should – try to establish connections with your audience. How? SEO, social media, and surveys can provide you with insights that you can use to generate content ideas. 

Here is how 42group uses audience information to create content ideas. 

Bridging gaps in information

Childhood vaccinations are an emotive topic for parents and a big problem for the health service, with previously under control conditions like measles affecting a growing number of children. The NHS has done an incredible job of challenging perceptions and correcting misinformation in a positive and supportive way. 

Basically, they’re bridging information gaps – and it’s a powerful approach to generating content. 

Collaborating with Experts

Google – and your audience – wants content with authority. It wants healthcare content written by experts with the latest information – you can provide it. 

Experts within your organisation can provide a valuable source of content ideas, but they also get involved in the content production process. At 42group, we regularly work with healthcare leaders, with our editors and content writers supporting them to create content that captures everything they want to say.

Generate healthcare content ideas like a pro

By looking for ideas and inspiration in a wide variety of places, you can ensure your blog and online content remain relevant, engaging, and informative. Remember to identify your audiences and their preferred content channels before generating ideas.

Use every one of these tools and techniques to generate content ideas, and your content calendar will fill up faster than ever before.

The easiest way to generate healthcare content?

Work with 42group. We’re creative healthcare content leaders who can help you to generate content ideas for every audience and every channel.

Want to chat about a healthcare content marketing project? Get in touch.

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Healthcare organisations should use commercial content marketing techniques to inform, engage, and inspire their audiences. It’s part of an integrated approach to marketing digital health and can help the NHS, private healthcare providers, pharmaceutical companies, and medical device manufacturers to build human connections.

The key to engaging your audience is to develop creative healthcare content ideas that are shaped around your audience. Instead of relying on tried and tested techniques, healthcare organisations should get a bit bolder and use content like commercial businesses do.

Instead of always selling, they focus on brand building, helping their customers and core audiences to understand what their brand stands for. They can also educate their customers, helping them to learn how to use their products and services most effectively.

We’re going to provide several creative healthcare content ideas that illustrate the power and potential of content marketing. You can use these examples as inspiration for developing your campaigns, or get in touch to work with our expert healthcare marketing team. 

What is healthcare content?

Healthcare content marketing uses a range of channels to speak directly to key audiences. In many cases, the audience will be patients, but it could be broader, including clinicians, other service providers, key stakeholders, and the general public.

All content campaigns are driven by a purpose. Some of the reasons you may want to invest in content marketing include:

When we talk about content marketing, we mean these digital marketing channels:

Content marketing involves a deep understanding of your audience and an insight into their content preferences and the channels that they are using.

We’ve covered the basics of what healthcare content marketing is, the channels you can use, and the impact it can have in our guide.  

To bring this to life, here are some healthcare content examples, including patient education content, service change messages, and health campaigns.

Creative healthcare content ideas

Here are 11 creative healthcare content ideas to break you out of your content production rut. You can use these independently or combine them as part of a healthcare digital marketing campaign.

Building a patient microsite

On the surface of it, this isn’t creative – but it’s all in the execution. Patient microsites and portals are a pretty standard way to share health information and advice, but using commercial tactics and approaches can be highly effective. 

In one example, we built a patient-focused website that integrated with social media channels (primarily Facebook) as a repository for information on atrial fibrillation. There was a mechanism for people to share questions through social media, with the team producing content in direct response to these requirements. 

While NHS organisations have strict controls over the brand, there are still ways to be creative within this – if you know how far you can push the creative.

Storytelling through patient journeys

We’re used to reading case studies, but they don’t always capture the complexity of the patient experience. Instead of starting at the end, why not follow patients as they interact with your service? You can build specific patient journey stories that are tailored to each of your digital marketing personas.

Storytelling works when you can build them around real people. At 42group, we encourage all our clients to use every opportunity to capture content at every stage of the process. 

For example, if you’re planning the promotional launch of a new hospital, you could follow several patients through the process. You can capture the excitement of a new hospital build through videos, written content, and photography. Following patients through a process (receiving a new treatment, for example) enables people to build a relationship with your content.

Interactive service finder

Some of the team at 42group were involved in building the NHS’s first ever interactive service finder app all the way back in 2013. The principle of the app was a mechanism to connect people with the most appropriate services, raising awareness of alternatives to A&E. The app was highly successful, and the concept now a part of the NHS digital marketing approach. 

Why are we telling you this? The NHS service finder app worked as it provided health infomation that people want when they want it. While much of the health information people need is online, it’s often hard to unpick it. Ask a non-NHS person if they know the difference between an A&E, urgent-care-centre, or minor injuries unit, for an illustration of how confusing the health system can be.

Service finders are effective at helping patients to understand the different health services avaialble. This could be the NHS, but it could also be part of a private healthcare providers digital marketing approach. 

Service finders can work visually (as infographics), as animations, as online click-through websites, or as apps. The fundamental principle is about making it as easy as possible for people to find the services they need.

Creating an online community

A lot of healthcare digital marketing campaigns are passive, with organisations broadcasting content, but not necessarily engaging communities. Creating online communities is a highly effective and valuable marketing strategy, particularly for new healthcare launches, treatments, or medical devices.

We have supported online community creation projects on social media, with groups created on Facebook and Twitter (now X). Online communities can take significant effort to create, but once established, grow rapidly and often become self-regulating. 

Online communities are powerful, and provide a direct connection between an organisation and its audience. It’s a resource-intensive marketing strategy, but it’s highly effective.

User-generated content campaigns:

User-generated content is what social media is all about. Engaging patients, stakeholders, and other audiences in creating content is powerful. 

You can connect user-generated content to storytelling. You can encourage (and incentivise) patients to to share their own content, such as photos or stories, using your products or services over social media, for example.

When creating content campaigns, we go through a process of social listening, where we investigate what your audience is interested in. We aim to capture key questions, pain points, and motivators. In some cases, we create a campaign to generate content from your audience, which can influence our social media, digital marketing, and SEO campaigns.

Interactive infographics and data visualisations:

As a content-focused SEO agency, we’re all about the words – but we understand the value of turning complex information, data and concepts into engaging and interactive infographics, animations, or films. 

We know that people won’t always read or engage with written content, and many prefer interactive content like infographics and animations. We’ve worked with a large range of healthcare clients, incldugin Alder Hey Hospital, and Haven’s Hospices, to create this type of material for websites, social media, presentations, and other collateral their organsiations need. 

Data visualisations are an incredibly powerful tool for bringing patient pathways to life. You can highlight the way that 

Behind-the-scenes content

Give your audience a peek behind the curtain of your business. This could include day-in-the-life videos of employees, following patients, or explaining the story or your organisation.

We’re all searching for authenticity from the brands we buy from and the organisatons we work with. Being open, honest, and transparent is very powerful and effective. 

For instance, we’ve worked with pharmaceutical companies developing smokefree products. Despite the efficacy of these products, they’re not always effective – with smokers needing several attempts to kick the habit. Taking people behind the scenes and helping the understand the complexity of an addiction like smoking creates much more meaningful content than simply stating brand messages.

E-books and guides:

When promoting a new product, drug, or treatment we know people want the detail. We recommend brands invest in createing comprehensive guides and e-books directly focused on the common questions, concerns, and interests of your audience. 

Too much information is kept behind walls (or shared as PDFs), which we don’t always agree with. People and patients shouldn’t be held to ransom and forced to offer their email address to get a download. We recommend that all whitepaper content is hosted on your site and accessible by all. Not only does this give everyone access to all the information they need, it can have a significant and positive impact on SEO.

Direct marketing (email and letters)

Someitmes we have to look back to look forward. Direct mail is epxenvie and unfocused, but it can still be highly effective. 

Commercial organisations can use customer data to create highly personalised email content. Powered by your website, you can share content you’ve created directly with people it’s for. Email content can also help you build a community and help you with your user-generated content 

In the UK, we’ve got a rapidly ageinc population that may not have access online, or confidence in engaging this way. While there’s a huge push to go online, traditional direct marketing through mail drops can still get incredible results in improving awareness, providing patient education, and increasing engagement.

Gamify services with interactive quizzes and assessments

Interactive quizzes and assessments are not only enjoyable but also highly educational. By incorporating gamification elements into your healthcare content, you can encourage patients to engage with your organisation or brand withouth being given the hard sell. 

Fore example, imagine a healthcare website that offers an interactive quiz to help individuals assess their stress levels. The quiz could consist of a series of questions that prompt users to reflect on their daily routines, emotions, and coping mechanisms. Based on their responses, the quiz could provide personalised recommendations for stress management techniques, such as deep breathing exercises or mindfulness practices.

This approach makes learning new techniques enjoyable, with much higher engagement than passive content. For many commercial businesses, this approach is part of a brand building strategy – building a positive image of you, your brand, and business.

Personalised health tips and advice

Personalisation is key to engaging your audience (and the future of medicine, but that’s another blog post altogether). By providing tailored health tips and advice based on individual needs, you can establish a stronger connection with the people you want to connect with. 

Personalisation works for whatever area of healthcare you’re working in. Whether it’s giving fitness routines, healthy recipes, or stress management techniques, personalisation should be a priority in your content. 

For example, imagine a healthcare blog that offers personalised fitness routines based on the reader’s specific goals and fitness level. The blog could provide detailed workout plans, complete with instructional videos and expert tips. As well as exercise, there could be nutrition tips, and advice on living a healthy lifestyle. 

It it hard? Not really. While everyone wants to feel unique, we can all be categorised pretty easily enabling us to create bespoke content that appears personalised, but is actually fairly generic.

Healthcare marketers should be bold(er)

Healthcare marketers have traditionally been conservative in their approach, but they need to become more commercial. Of course, there are strict rules and regulations about what’s appropriate and allowed, but we urge the industry to start being more creative – and we can help.

Want creative healthcare content ideas?

At 42group, we’re a healthcare content marketing agency that’s all about creativity. We work with leading healthcare brands, pharma businesses, charities, and the NHS to create campaigns that cut through the noise, and help build human connections.

If you have a project you want to discuss or just want to learn more about us, then get in touch.


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SEO for dentists uses various strategies, including on-site improvements, content, and off-site connections, to boost your practice in search engine results. Specialist dental SEO agencies like 42group work methodically, using proven tools, techniques, and technologies to deliver long-lasting ranking improvements.

Search Engine Optimization (SEO) is a vital part of the digital marketing toolkit, but do you really know how it works? There’s a lot of smoke and mirrors when it comes to SEO, but we will outline how you can boost your practice online, boosting your public profile and ensuring a steady flow of patients. 

SEO isn’t a single activity but incorporates a range of activities, including establishing a local presence, improving the website user experience, including keywords, and creating engaging content. 

At 42group, we specialise in SEO for dentists, SEO for doctors, and other healthcare providers. We’re happy to share our expertise to help you boost your dental practice online. 

What is dental SEO?

When someone enters a query in a search engine like Google, it sifts through countless web pages to present what it thinks the best result is. People will search for a range of things, like:

Simply put, SEO ensures your dental practice is one of the top search results. 

Google’s ranking algorithms are complex, and it’s impossible for us to know how it grades webpages, but there are known effective strategies – and that’s what we do at 42group.

Effective dental SEO ensures that your website is functioning smoothly, is user-friendly, is universally accessible, and demonstrates authority.  

Successful SEO for dentists ensures that your clinic is easily discoverable by local patients. As well as increasing visibility, it helps patients access your services and get all the information they need, including operating hours, contact details, and services offered.

Finally, your website can have an educational role in engaging patients. It can help them learn about tooth care, dental services, and any cosmetic treatments you offer.

Why might your dental practice need SEO?

Dental clinics provide a vital healthcare service to the public. It’s essential that patients can access your service, and SEO is critical to that. 

Bu dental practices are businesses competing with others for market share. SEO can help your dental practice to rise through the rankings, becoming the practice of choice for local patients. This ensures all your capacity is utilised, maximising your profit.

Dental practices often offer additional services, including cosmetic dentistry, that can prove highly profitable. SEO can help you engage your audience and successfully market your services more cost-effectively than paid-for advertising and promotion.  

Reasons to consider SEO for your dental clinic may include:

Benefits of SEO for dental clinics

Dentists are business owners with a financial interest in making their practice as popular as possible. More patients means more profit. Even those that offer a proportion of NHS dentistry will want to ensure that patients understand how to register, access services, and have total transparency over costs.

The benefits of SEO can be massive for dental practices that offer cosmetic dentistry. As well as competing with local dental practices, you’re increasingly battling low-cost clinics abroad. Successful dental SEO can help to deliver new patients, increase engagement among existing patients, satisfy critical stakeholders, and ultimately increase practice profits.

Investing in SEO for your dental clinic can deliver significant advantages, including:

Barriers to high search engine rankings

NHS organisations generally perform well in search rankings due to Google’s trust in the brand. However, private dental clinics often need to invest more in their websites and SEO optimisation to boost their search engine rankings:

Some of the common obstacles to high search engine rankings for dental clinics include:

As a specialist healthcare and dental SEO agency, we understand how these issues can impact your dental practice ranking performance and how we can solve them. 

Breaking down dental SEO: The basics

Let’s break down the basics of an SEO strategy for dentists. The fundamental parts of any successful health promotion SEO strategy include: 

Each section that follows provides a straightforward explanation of the necessary steps, complete with key terms used by agencies. This isn’t a “how to” guide, and much of this work (like improving website speed, for example) will need to be completed by specialists. But this guide will help any dentist understand what SEO is and what you’re being sold.

Before diving into dental SEO tactics, it’s vital to understand which keywords to target. Don’t try and compete at a national level. Instead, aim for high-intent searches, such as specific dental service queries or localised searches like “dentist near me.” We also recommend that your dental practice gets hyper-local, targeting the areas around your practice with highly relevant content powered by insights only a local would know. This is one of the (not so) secret tools of effective local SEO.

You can probably sit down with a scrap of paper and a pen and identify the core keywords related to your dental practice. But if you’re unsure about keywords, tools like SEMRush, Ahrefs, Google Keyword Planner, and even ChatGPT can assist in pinpointing the most relevant terms. 

Keyword selection is much more important if you want to promote commercial treatments and cosmetic dentistry across a wider geographic area. In these situations, keyword analysis and selection are critical to success (so work with an expert team).

Don’t be afraid of the keyword identification process. 42group’s in-house experts are here to guide you. Contact us for a commitment-free consultation to discover how we can target your core audience and pinpoint high-value keywords.

Once we’ve got them agreed, we can get to work improving your search engine ranking. How? Let’s get into the details….

Local SEO for dentists

Local SEO involves techniques to ensure your dental practice appears in local listings, directories, and local Google searches. Local SEO techniques for dentists include;

On-page SEO for dentists

On-page SEO involves refining your website, improving speed, and optimising the user experience. Unless you’re an expert, you may require a specialist for technical aspects. If you do engage a specialist dental SEO agency, here are some of the things they’ll focus on improving:

Off-page SEO for dentists

Off-page SEO refers to external activities that can enhance your search ranking. These are things that you, or a digital marketing partner, can do to increase the visibility of your site, drive organic traffic, build links, and demonstrate relevance;

Content creation for dental clinics

We’re a content-driven SEO agency, so of course, we’re going to say that quality healthcare content is key to search engine success. And it’s true. 

Every business – including dental practices – should ensure that existing content is optimised, accessible and demonstrates authority. In addition, you should plan out a strategy to post regular content that boosts your business in search engines. How? By focusing on your audience.

Here are some SEO content strategies for dentists:

How long should a blog post or piece of content be? To be effective, we recommend that every blog post is over 1,000 words and, ideally, it should be around 2,500. 

However, don’t be tempted to pad out your work. As long as your page or blog directly answers the question your audience has asked, it’s doing its job effectively.

Measuring SEO Success

Whether you manage SEO activities yourself or partner with an agency, it’s important to understand the impact of your SEO efforts. You’ll need to ensure that you have set up analytics and have access to tools like Google Search Console.

Some of the key SEO metrics you should check include:

We’ll create a detailed post on how to measure the success of your dental practice SEO soon. You can check our answers page for the latest in SEO updates, content strategy, and tips to build a successful business. 

SEO for Dentists: Let’s Get Started

By now, you should understand what SEO for dentists is and why it’s vital to improve your search engine ranking.

We’ve explored the fundamentals here, but the real magic happens when we work in partnership with dental practices to identify those insights that can unlock ranking opportunities.

Want to know know more? Get in touch.

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Snippets are often the first interaction potential visitors have with your website on search engine results pages (SERPs). Securing a snippet can significantly impact your click-through rates and overall online visibility. Healthcare organisations, pharmaceutical companies, and medical device manufacturers should focus on capturing a snippet to drive website clicks, improve engagement, and patient education.

This blog post delves into the importance of snippet text for healthcare SEO and provides practical tips to help you secure a snippet. This part of a series of articles on how to improve SEO, content, and digital marketing for healthcare leaders. Everything is written by specialist healthcare SEO experts at 42group.

What is healthcare snippet text?

Snippet text is the brief description or preview of a webpage that appears under the page title in search engine results.

As well as snippet text, you may also have seen content under the People also ask buttons. These are snippets too.

You can see an example of snippet text in this image.  

The snippet is used to help time-poor searchers to narrow down their results. It provides a snapshot of what the content is about and can play an important role in whether someone clicks open a page or not.

Snippet text is also much easier for mobile users to read. The small pulldown text boxes providing a limited amount of text for every question.

We can see snippet text as a precursor to AI search where you’re not delivered a range of choices, but a single site (or answer) that Google thinks is most relevant. We’re not going to go into that here, but it’s one of the defining trends in our industry…

How does Google create snippet text?

Google uses analyses several different factors to automatically determine the best snippet for each search term. These factors include the descriptive information in the meta description tag for each page, the content on the page, and user behaviour.

You can read what Google says here in their developer guide to snippet text.

While we can take an educated guess at the factors Google uses to assess content and identify an appropriate healthcare snippet, we don’t know how they’re weighted.

Is this a problem?

Actually, no. Instead of attempting to second guess how the Google algorithm works, it’s much better to focus on improving the readability, authority, and quality of your content. This is much more likely to get you a coveted snippet spot.

The importance of snippet text for healthcare SEO:

Healthcare organisations, medical device companies, pharmaceutical businesses and third-sector organisations are always searching for snippet text opportunities.

Here are 6 reasons why healthcare snippet texts are critical:

  1. First impressions matter: Snippets are often the first thing a user sees related to your content, product, service, healthcare condition, or service. A well-crafted snippet can make your content stand out and encourage clicks.
  2. Snippets improve Click-Through Rates (CTR): A compelling snippet can significantly increase your page’s CTR, which basically means more website visitors.
  3. Demonstrates authority: A snippet demonstrates to users that Google classifies your content as the best and most relevant. This is an important trust signal for patients, clinicians, and the public.
  4. Reflects content relevance: Search engines use snippets to gauge the relevance of your content to the search query. A relevant, keyword-rich healthcare snippet can improve your rankings.
  5. Enhances user experience: Good snippets provide clear, concise information – which can help your audience quickly get to the content that they need.
  6. Avoid misinformation: Patients and the public deserve accurate information on healthcare services, medical devices, and treatments. Capturing a snippet means they’re getting the best advice (and not being misinformed or misled.)

How to Optimise Snippet Text for SEO:

Capturing a featured snippet text in search engine results is a coveted goal for healthcare organisations. As we’ve seen above, it can significantly increase visibility and click-through rates.

Here are some best practices for SEO to help you (hopefully) secure a healthcare snippet in Google:

Does it matter if I don’t get a snippet?

Snippet text is a powerful but often overlooked element of healthcare SEO – but it can bring many benefits.

While getting a snippet (or multiple snippets) is a great result, your aim should be to improve the experience for users. Look at snippets as a reward for your hard work.

The best way to secure a snippet text is to work with a specialist healthcare SEO agency like 42group.

Want some expert healthcare SEO support?

42group is a specialist healthcare digital marketing company with experience of optimising content and (yes) capturing snippets!

We’re happy to share our knowledge of healthcare SEO best practices, but for the real gold, get in touch today.

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Search engine optimisation (SEO) is a critical digital marketing activity that aims to improve the ranking of your practice or service provider in search engines. SEO for doctors involves making improvements to the way websites function, as well as their content to optimise the user-experience. This can help patients identify and access the most appropriate services and ensure GP practices are accessible to all.

SEO for doctors involves all aspects of search engine activity, including building a local profile, optimising the user experience of a website, identifying keywords, and creating new content.

At 42group, we provide SEO and content services for healthcare organisations and have developed a deep understanding of industry best practices. We’re happy to share our insights with you.

What is SEO for doctors?

When you type a search into the Google bar, it scours through billions of webpages to bring you what it considers the most relevant pages. Healthcare providers, including doctors, will want to ensure that their practice or healthcare service is ranked at the top.

Google is secretive about the way it ranks pages, but we know some strategies that work. Essentially, SEO is about ensuring your website functions effectively, is easy to use, contains content that demonstrates authority, and is accessible to everyone.

The most important part of SEO for doctors is ensuring GP practices are accessible to local patients. You will want to ensure that your practice website provides all the essential information patients will need (opening hours, contact number, GPs on site, etc.).

As well as providing a way for patients to engage with services, websites can also play a role in educating patients too – helping them to understand what services are available and when to access them.

Why might a doctor need SEO?

GP practices play a critical role for commercial businesses, but healthcare organisations can – and should – use the same tactics to connect with their key audiences.

Some of the reasons you may want to consider SEO for your GP practice include:

Benefits of SEO for GPs

Why bother with SEO for your GP practice? Here are some of the reasons why SEO is important for doctors:

Barriers to a high search engine ranking

NHS organisations do well in search engines as Google trusts the brand (like pretty much everyone else in the UK). That makes our job easier, but there’s still work to do. We often find that many GP practices aren’t investing in their sites, which can leave them performing poorly in search engine results.

Some of the main reasons why GP practices aren’t ranking highly in Google include:

Breaking it down: The basics of SEO for doctors

We’ve explained the benefits of healthcare SEO, and some of the reasons you’re your GP practice may not be ranking as highly as possible We’re going to break SEO for healthcare organisations down into sections, illustrating the essential parts of a comprehensive SEO programme.

We’re going to include:

Each section provides a clear and easy to understand explanation of what to do, including key terms.

Before we get into the techniques, you’ll want to understand what keywords to target. We recommend that you focus on high intent searches, like practice or doctor name searches, or longer searches like “GP surgery near me”.

Don’t worry if you’ve not got these to hand. You can use a range of tools, including

SEMRush, Ahrefs, Google Keyword Planner (part of Google Ads) and even ChatGPT to identify relevant keywords.

Don’t worry if this sounds complicated, 42group’s in-house team can help. Get in touch to book a no obligation call and see how we can focus on your core audience and identify those high-value keywords.

Whether you’ve done it yourself, or worked with 42group, once you have your keywords it time to get started.

Local SEO techniques for doctors

Local SEO is about using channels to ensure your GP practice appears in local listings (like Google My Business), local directories, and other NHS partners. It’s also about

On-page SEO techniques:

On-page SEO is about making changes and improvements to your GP practice website. There are lots of technical issues that can impact your website performance, which only a specialist can identify and fix.

At 42group, we use Ahrefs to helps us identify any issues with the sites that we are working on – and you can too. While we pay for the comprehensive package, the free version provides a lot of value and can help guide your on-site improvements.

Even without the detailed analytics, here are some things you can do to boost your GP practice SEO ranking:

While you can make many of these changes yourself (if you have access to the content management system), bogger changes will require a specialist. One of the most important focus areas is on ensuring your site is easy to use on a mobile phone. Most users will access your site this way, and if it’s not easy to use, it’s not going to rank as highly as it could.

Off-page SEO techniques

Off-page SEO techniques are things that you can do away from your website that can boost your search engine ranking.  These are some of the cost-effective and easy ways that you can help boost your search engine ranking.

Content creation

We can state with confidence that a fast website that’s easy to use and targeted to your local population is going to be successful in search engines. Content plays a role in establishing the relevance of your site in search engines, as well as boosting your profile. Content that directly answers your audience’s questions will boost your ranking.

It can seem like a big responsibility to create content for your GP practice, but you don’t need to spend lots of time (or money) generating it. In fact, a few blogs each week can work wonders to improve your Google ranking.

At 42group, we support GP practices to understand what their audiences are searching for and develop a content strategy that directly engages them. We work with budgets of all sizes, building a content strategy that’s focused on search engine performance but delivers value for every patient or person who reads it.

Measuring SEO strategy success

If you’re working with an agency, you’ll need to have a clear understanding of how to measure your SEO performance and the impact your investment is having. At 42group, we create a dashboard for every customer, which enables them to see what’s working at a glance. Your agency should be able to do this for you (if not, get in touch with us).

Here are some of the ways that you can measure your GP practice website performance:

SEO for doctors: We’re here to help

This guide provides a basic guide to SEO for doctors and should help you to manage the fundamentals yourself – if you want to. If you want to work with a team of healthcare SEO specialists, then contact 42group today.


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The opening of a new hospital is an incredibly exciting day, but the marketing effort starts years before the first patient receives treatment. At 42group, we’ve been involved in several NHS hospital launch marketing campaigns – and are happy to share our insights, approach, and strategies that can help you.

As a marketer, you’ll want to get involved immediately. Content and creative campaign ideas can be generated at every stage of the process. From the first announcement of funding to welcoming the first patients, you need to capture everything and use it to your advantage in promoting your hospital.

Who is this guide on launching a new hospital aimed at?

This guide on promoting the launch of a new hospital can be used by those within the NHS launching a new hospital, urgent-care centre, walk-in centre and other facilities. While the principles of launching a hospital and a GP surgery are similar, we’re working on a guide on promoting the launch of a new GP surgery separately.

This approach outlined in this guide is also relevant to other healthcare providers, including the private sector, who want to launch a new clinic, hospital, or healthcare service.

At 42group, we work with both the NHS and private healthcare providers, helping them to connect with patients, the public, and key stakeholders.

10 steps to promoting your new hospital launch

In this guide, we’re going to work our way through 10 steps to launching your new hospital. These steps are a logical way to identify, engage, and inform your audience. 

We’ve made some assumptions here (that you have the skills to engage the media and the budget to pay for adverts), but you don’t need to do every activity here. In fact, you should only do the activities that will benefit your audience. 

Here are 10 steps to launching your new hospital:

  1. Identifying your audience
  2. Build a launch brand
  3. Creating a content calendar
  4. Mobilising the NHS network 
  5. Internal comms
  6. PR 
  7. Paid-for advertising
  8. Digital marketing
  9. SEO
  10. Managing ongoing engagement

This guide uses resources from across the 42group site, with links to in-depth guides on things like the basics of digital marketing for health and healthcare SEO. You can find more articles, information, and insights about healthcare content and marketing here.  

Identifying your audience

Every successful marketing campaign begins with a clear understanding of your target audiences. It’s easy to assume a hospital launch is relevant to everyone in an area, but that won’t help your campaign strategy.

When developing campaigns with limited resources, you’ll want to be as targeted as possible with your communications – which means understanding your audience.

You will want to work with internal stakeholders, patient engagement leads, and digital marketing experts like 42group to help drill down into your audience. 

We can classify your audiences into some of the following basic categories:

Identifying the audiences you need to communicate with is the first stage. You’ll need to understand the best channels to connect with them. One effective strategy is to create a series of personas that cover the main audience groups you want to target. This could include:

We don’t have the space to describe the process of creating personas, but we will do so in a future blog post (which we’ll link here when it’s created).

Build a launch brand

The NHS has one of the world’s strongest and most recognisable brands. If you’re part of the NHS, you’ll have to adhere to the NHS Brand Guidelines (as well as internal guidelines) that dictate what you can and can’t do. This doesn’t need to constrict your freedom to develop creative ideas; it simply contains it. 

Every hospital launch should have its own brand. That can include unique creatives, a strong strapline, and a compelling messaging framework. Developing these communications pillars ensures that all communication is clear, branded, and always on message. 

The creative choices are yours, and we urge you to work with a specialist healthcare branding agency (if you have the budget for it). Your messaging framework uses your audience personas and develops messages for each that address their concerns (in marketing speak, their pain points), requirements, and motivations to develop messages that will resonate with them. 

The messaging framework can – and should – be reviewed, refined, and updated at each stage of the process. The messages you want to share when the decision is made to build a hospital are different from those you’ll need to share on the first day it launches, for example.

Building a launch brand is a critical part of the process that you can’t overlook. While the NHS has incredible strengths, you adopt a commercial marketing approach to engaging your audiences.

Creating a content calendar 

Content calendars are a place for your whole marketing team to sketch out your launch activity schedule. Using an online tool like Asana, Monday, or Trello is a much more sophisticated and effective approach than using a Word template or Excel sheet.

A content calendar provides a visual breakdown of all activities – including PR, internal comms, social media, and digital marketing – in one place. Digital content calendars are accessible and flexible, enabling entire teams to contribute and collaborate.

Want to know more about content calendars? You should check out our content marketing calendar guide.

Mobilising the NHS network

The NHS network includes a huge range of providers (GP surgeries, hospitals, some dental practices, walk-in care providers, hospitals, and more) and a whole range of third-sector organisations, patient groups, and private providers. 

Launching a new hospital should involve every part of the health service, planning the promotion of any new facility and exploring how you can mobilise the NHS network (and wider groups) to engage your audience.

We recommend exploring how you can access existing communications networks and content promotion channels. This can include all the channels we mention below (so read on!).

Internal comms

Internal comms are critical to any effective communications campaign in the health service. You’ll want to spend time identifying key channels that you own or have access to, as well as those you can share messages with that are managed by partner organisations. 

Examples can include:

It’s easy to forget stakeholders like GPs and other clinicians in this process, but they’re a core audience – especially if they’re referring patients to the new service. While they’ll receive referral information from service leads, it’s essential to keep them up-to-date with progress. As well as personal interest in the new facility, GPs and other clinicians are also likely to be asked questions by the public. Keeping them informed through regular internal comms updates will ensure they always have the answers they need.


Public relations (PR) is essential to your new hospital launch promotional plan. You can – and should – involve the media at each stage of the process. Of course, you’ll want to create regular press updates, but this isn’t enough. You’ll want your media team to get proactive and engage local journalists with news stories and opportunities for them to get involved. 

At 42group, the team is packed full of current and former journalists, and we understand what makes the media take notice. We can help you create press releases, media statements, and updates that engage your audience, generating coverage in print, online, and on TV and radio.

Paid-for advertising

We’re not a specialist paid-for media agency, but we have experience in the field. Some of the advertising channels you may want to consider are:

We have insight and experience in creating, managing, and analysing pay-per-click advertising campaigns for the NHS, health providers, pharma companies, and third-sector organisations. 

There are incredible opportunities to use PPC to target your key audiences through advertising on websites, Google searches, and social media platforms (including Facebook and LinkedIn). 

One of the benefits of paid-for-advertising like PPC is the ability to directly target your core audiences. We can use your personas to create campaigns that are laser-focused on your key groups. We can use the built-in tools to target individuals and groups based on their locations, demographics, or other key characteristics. 

By using the power of retargeting, we can maximise the impact of your advertising, pushing your budget as far as possible to create connections. As a trusted Google Partner, we may be able to support your new hospital launch with a Google grant to provide free advertising across its platforms. (If you want to start this process now, get in touch!). 

Digital marketing & Content

Digital marketing encompasses a wide range of online activities to promote your hospital launch. We’ve written a guide on the basics of digital marketing for health and encourage you to start there. Digital marketing includes PPC, SEO, and content to educate, inform, and inspire your core audiences. 

When we talk about healthcare content, we mean a broad range of communication materials for patients, clinicians, partners, and key stakeholders, including:

At 42group, we specialise in managing content creation and content management for health service partners. We approach each project with a fresh perspective and a whole host of processes to help us. Working together, we can develop a content strategy with your audience at its centre. 

When promoting the launch of a new hospital, for example, we would recommend creating a broad range of content assets to support you, including:

You can read more about some healthcare content marketing examples here.

These are some ways we can use your content to increase engagement, generate excitement, and ensure everyone understands the positive impact of your new hospital on the local healthcare system. The key is to ensure that every piece of content has a strategic purpose – which is why you should work with a dedicated healthcare content marketing agency like 42group.

You can read more about healthcare content marketing and how it works in our healthcare content marketing guide.


Search engine optimisation (SEO) for healthcare uses commercial techniques to improve your ranking on search engines. The positive thing is that, unlike competing with other businesses, you should find your site (or microsite) ranks well for key search terms – especially if you’re using an NHS domain. 

You can read about the fundamentals of healthcare SEO in this guide.

As well as ensuring your site appears prominently in search engines, SEO best practices can also improve the user experience and accessibility of your site. SEO experts will assess your site and make changes, like adding tags, including better imagery, ensuring content is clear, and maximising performance and speed, making it easier for users. 

Many in-house NHS marketers don’t consider the impact and benefits of SEO for healthcare organisations, but it’s a critical part of promoting a new hospital launch.

It’s important that you work with a specialist healthcare SEO agency like 42group that can work within the legal requirements and accessibility demands – all while putting patients first.

Managing ongoing engagement

Every campaign should be managed, monitored, analysed and improved. Of course, the tools you use and the metrics you manage are dictated by the channels you use, the strategy you’re following, and the suppliers and partners you’re working with. 

When we work with any client (from any sector), we create a dashboard with all the key metrics identified. Together, we agree on some key targets, ensuring they’re all realistic and achievable (while stretching us to do our best). 

This is captured in a dashboard that’s updated regularly and forms part of our regular review process. We’ll mention hard stats (like website visits and PPC clicks) but also include sentiment analysis to ensure we’re reaching your audience with content that resonates with them.

Developing a measurement plan for all activities is vital to capturing the impact you’re having. By measuring engagement and accessing the tools available, you can identify audience gaps – and target them. This gap analysis ensures that nobody gets left behind. 

Once the campaign has been completed and patients are being treated in the new facility, you can wrap up the project and produce a lessons-learned document – driven by data – that captures this critical organisational learning to improve future promotional projects and activities.

Promote your hospital launch with 42group

Planning a new hospital launch (or other healthcare service)? We’re here to help. At 42group, we’ve worked with the NHS and other health providers to create marketing plans that engage, inform, and inspire patients, clinicians and the public.

If you’re looking for an experienced agency partner to work with you, the answer is 42.

Get in touch

Digital health is transforming patient treatment and outcomes. A new range of tools, technologies, and treatments have incredible potential – and people need to know about them. The team at leading healthcare agency 42group have created this guide on marketing digital health.

The health sector is adopting commercial marketing techniques and adopting commercial tactics to promote new products, services, and treatments. Here’s how you can use these tactics to market your digital health product, service, or solution.

Marketing digital health: The basics

Digital health is booming, with the global market forecast to grow an incredible 14% in 2024. The NHS, to its credit, has published a plan to adopt innovations – and is making good progress. (If you have the time, read the plan for digital health and social care here.)

When we talk about digital health, we’re talking about a range of innovations, including:

Digital health is powering a shift towards personalised medicine, where we can benefit from early diagnosis and targeted treatments that are shaped around our bodies and healthcare problems.

As well as patient-facing innovations, digital health is also at work behind the scenes. We can see incredible innovations in diagnostic texting, for example, where it is being used to spot cancer. The NHS is also edging ever closer to a comprehensive EPR that can give clinicians access to the information they need when needed.

While there is incredible potential for digital technologies to support all patients and optimise workflows for clinicians, there are challenges. Influential think-tank The King’s Fund states, “The NHS has a poor track record when it comes to adopting digital technologies at scale.” Other systems have a better history of adopting innovations – but the roadmap can be long and highly challenging, which is why marketing digital health is critical.

Marketing digital health is a strategic process that utilises commercial marketing techniques to connect with your audience. This can include patients, clinicians, and other key stakeholders. As well as traditional channels (like PR and paid-for advertising), when marketing digital health innovations, agencies like 42group use content marketing, social media, SEO, and PPC to support projects, promote innovations, and educate patients and clinicians.

The most successful digital healthcare marketing campaigns are driven by a solid strategy. We’re going to cover how to write a digital marketing strategy for healthcare in a future post, but we can break down the process into these steps:

We will walk you through each step, explaining why they matter. In the future, we’ll create individual pages that go into greater detail on each section.

Identifying your audience

Digital health marketing succeeds or fails on how well you know your audience. In the past, marketers would struggle to identify the patients and people they need to communicate with – but today, it’s very different. We have access to a massive range of tools, data points, and systems that enable us to build accurate personas.

The more specific you can be about your audience, the more effectively you can target them – and the more effective your campaign will be.

Let’s imagine we’re promoting a new telehealth service to patients with diabetes for a health trust. We can build our picture of the group we want to communicate with by chatting with project stakeholders. We can define:

We’re providing some of the characteristics; now we need to understand who these people are, where they spend time online, and what information they’re searching for.

For example, we can use Keyword Planner (as part of Google Ads) to explore the kind of questions they’re asking. We can do what’s called “social listening”, where we monitor social platforms like Facebook to see the conversations that are taking place and the influencers in the space. We can use Google Forms to run a quick survey with clinicians to learn what they think patients need to know. We can search LinkedIn to identify professional networks and key figures we want to engage.

These are just a few ways we (and you!) can build a rounded picture of the type of person (or persons) you want to engage. You can create patient (or clinician) personas to bring these people to life.

These paper-based exercises are essential –but your knowledge about your audience will change and improve as you begin to run campaigns. As a result, you should constantly be refining and improving your audience knowledge, as this will optimise your campaigns.

Selecting the right channels

When discussing channels, we mean the mechanisms you use to engage your audience. The digital health marketing mix covers traditional channels that every marketer will be familiar with, including:

We can also add tools and techniques from the content marketing and online advertising sectors to build a comprehensive plan to engage your core audience, including:

Too many marketers jump into channel selection (“Let’s do a series of TikTok videos!!!”), rather than considering the most appropriate channel mix for their core audience.

Experienced healthcare marketing agencies like 42group work with our clients to develop a phased and comprehensive channel strategy that engages, informs, and inspires your audience. Instead of commissioning work for each channel, the power of marketing comes when they are combined (integrated) and work towards a single goal.

In our diabetes example, we’d work in phases. The first phase is about providing information and engaging our patient cohort. We’d use cost-effective and highly targeted PPC and social media advertising to drill down to the population while at the same time using content to raise awareness and build excitement among your stakeholders.

As we onboard patients, they’d move into an engagement cycle where they’d be provided with regular information on the project, their role, and the potential outcome. Stakeholders would be kept up to date with progress through regular content updates until programme completion.

This is a snapshot of the sort of work we do, but everything is driven by the audience, their preference, priorities, and channels.

We’re assuming that you know what PR and traditional marketing are and that you already have a strong internal communications strategy, so we’re going to explore some of the digital health marketing channels you may want to use.

Content marketing for digital health

Content marketing is about engaging, informing, and inspiring people by providing them with content of value. When marketing digital health products, services, and solutions, content marketing can play a crucial in educating your audience. Instead of directly promoting or selling a product or service, you provide information that stimulates interest and drives engagement.

Content marketing is a crucial way to build your brand and increase visibility in a world that lives primarily online. Of course, content marketing – when done correctly and strategically – will drive engagement, create new prospects, and help you to boost your presence online.

Content marketing covers a broad range of activities, including:

This isn’t an exhaustive list, but an idea of the broad range of content marketing outlets you could use.

Of course, you could use every channel, but the most effective content marketing strategies match the preferences of the audience you want to engage. Let’s take our diabetes example.

In most digital campaigns, your website is the engine room for content marketing. We’d build a dedicated landing page or microsite within your site to host all information. This would be packed full of information, answering all questions your cohort may have. This site would host a regular flow of new content, including articles, FAQs, Q&As, and progress updates. As well as written content, we’d work with partners to create engaging content like infographics, animations, and films to simplify complex concepts for everyone.

You can read more about content marketing examples for healthcare organisations.

This is a basic introduction to content marketing for digital healthcare, but fear not! You can learn more about the power of content marketing for digital health in our detailed guide.

Social media for digital health

Social media is a significant part of any digital marketing campaign for healthcare companies. It’s a cost-effective channel for directly engaging your audience – whether that’s patients, professionals, or the public.

A regular flow of engaging social media content is an integral part of any digital health marketing strategy. The channels you use and the approach you take must be dictated by your audience and limited by the economic reality of your budget.

You can (and should) regularly post content to all relevant social channels. In our diabetes example, we’re focusing on Facebook, that big daddy (or outdated monster, depending on your view) of social channels. Why? Because Facebook is overwhelmingly the platform that they use.

Social media platforms like Facebook and LinkedIn enable the precision targeting of your audience. Want your advert to be seen by people aged 60+ in Gloucester? We can do that in a few minutes. Do you want your whitepaper to engage UK-based healthcare CIOs? Snap.

Social media advertising is now an integral part of digital marketing campaigns for health. As well as identifying the channels and specifying the audience, it’s essential that you work with a healthcare specialist agency to develop compelling campaign creatives – including a wide range of titles, body copy text, images, infographics, animations, and videos.

SEO for digital health

Ho, did you find this web page? It’s almost 100% certain that you came here through a search engine. Google processes about 3.5 billion searches every day. If your healthcare website isn’t ranking on Google, it’s irrelevant.

When we work with digital health providers, we always explore the benefits of SEO. In the past, SEO may have had a bad name as the dark art of digital marketing, but it’s basically a strategic approach to improve your website ranking online. That’s it.

How? It’s a combination of optimising your website (improving the user experience), building backlinks to send the right signals to Google (OK and Bing), updating your current content and creating new content targeted to your audience, and ensuring all tags, titles, and technical aspects are all 100%.

You can work with a generalist SEO agency, but for sustainable gains, here is why you should work with a healthcare SEO agency.

Digital health PPC

Pay-per-click advertising has revolutionised the way we promote healthcare products, services, and solutions online. While SEO can help you rise organically through the ranks, a targeted PPC campaign can get you there in seconds – for a price.

In basic terms, PPC advertising works this way. You identify your key search terms (let’s say, diabetes treatments), create a range of advertising copy, set your budget per click, set it live and off you go. Whenever anyone searches for ‘diabetes treatments’, they’ll see your ad. That’s’ the theory, at least, but you’ll need to ensure your budget is high enough to capture the top spot. For the most competitive search terms, the cost-per-click can be very high.

This is a very basic explanation of what PPC is, but even from this, its potential is clear. It’s easy to set up a PPC campaign and just as easy to run up a massive bill without having any impact. Healthcare PPC specialists like the Google Partner team at 42group can create compelling campaigns that are built around your audience, hyper-targeted, and cost-efficient.

Emails, newsletter, and automated comms

When marketing digital health products, services, and solutions, there’s a tendency to forget traditional and direct marketing channels, but that’s a mistake. Emails, newsletters, and other automated comms (a structured onboarding process, for example) can play a huge role in a successful campaign.

Today, there is a massive range of tools that enable us to create branded newsletters and emails cheaply and quickly. These direct channels are great for community building, information sharing, and ongoing engagement. They’re also a vital channel for distributing and sharing the content that you’ve created.

How would we use this for our diabetes campaign? We’d ensure that all patients and stakeholders (clinicians, family members, etc.) are all signed up for a regular branded email newsletter that’s packed full of information and content. Alongside a regular newsletter, we’d provide individually tailored comms through emails with information that’s personalised to each patient (or person).

When marketing your digital health product or service, don’t forget to use tried and tested marketing methods.

Digital health marketing: The answer is 42group

We hope you’ve enjoyed this short introduction to digital health marketing. It’s a brief run-through of how to create a successful integrated campaign. If you’d like more information on building a content-driven campaign, get in touch.

We’re ready and waiting to discuss your healthcare marketing project!

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We talk a lot about what healthcare content is and why it’s critical. But we’ve not provided any healthcare content marketing examples – until now. Here, we will explore some of the different types of NHS marketing strategies and some healthcare content marketing examples to illustrate what we mean.

Healthcare content marketing campaigns can, and are, used by the NHS and other healthcare providers to engage patients, inform them, educate them, and engage them.

We can broadly categorise healthcare content marketing campaigns into the following groups:

These are loose terms, and you may find your content marketing activity covers several of these areas (behaviour change campaigns, for example, involve patient education as well). Ultimately, it doesn’t really matter – as long as your healthcare content campaign is built around your audience and provides them with the information they need.

When discussing integrated healthcare campaigns, we’re talking about strategically led activities across multiple channels. The most successful healthcare content marketing campaigns use the channels that your target audience is using. This requires a detailed understanding of who your audience is, what information they need, and where best to deliver it.

Here are some examples of different healthcare content marketing campaigns from the experts at 42group.

Patient engagement campaign

Patients are at the heart of the NHS, and their voices are vital to shaping services.

Patient engagement content marketing campaigns inform patients about opportunities to get involved in shaping the future of the NHS. They use a range of digital marketing channels to identify patients and target them with personalised messaging. This happens at both a national and local level.

In September 2023, the NHS announced £2m in funding for a patient engagement campaign to explore how patients feel about their data being used and shared.

The information the NHS captures about patients has enormous value, particularly for pharmaceutical companies and other researchers who can access detailed data that (in the words of NHS Data) can “improve healthcare outcomes, the efficiency of services and the impact of research.”

The new patient engagement campaign will gather patients’ views over the next two years, with the feedback informing the limits of what’s permissible with patient data.

At a local level, patient engagement campaigns are crucial in shaping services. Patient voices are instrumental in service design and evaluation. It’s also important to listen to patients when deciding where to locate new services or closing existing facilities.

Digital marketers can use all channels, including blogs and online articles, targeted PPC adverts, social media posting and more to reach their audience.

Here’s a video that shows the power of patient engagement.

Behaviour change campaign

Can you remember the 80s when people smoked in pubs, drove home after having a drink, and never bothered with a seatbelt? All three behaviours were targeted with highly effective behaviour change campaigns that have literally changed how we live.

Behaviour change content marketing campaigns use a range of channels to target their core audience with strong, simple, and clear messaging. Stub it out. Buckle up. Don’t drink and drive.

The NHS is perpetually in crisis, but we can all agree that things get worse in winter. (If you don’t believe us, check out the NHS Winter Plan for 2023/24.) Over recent years, the NHS has transformed its approach to healthcare content marketing and now manages an effective, integrated, and engaging campaign that uses commercial tactics to engage patients. In 2023, NHS England is running a trial to see if AI can play a role in targeting patients who are at risk of ending up in A&E.

This year, like in the past, there will be a national campaign. (You can already download resources from Healthwatch.) These were previously called ” awareness-raising campaigns, ” but we can classify them as behaviour-change campaigns. Why? Because the NHS wants people to consider their choices, learn about the NHS and the pressure it’s under, and make better (or at least more informed) choices of where and when to access care.

Patient education campaign

Cancer kills millions each year, but early diagnosis can lead to better outcomes. Simply put, the earlier you diagnose cancer, the more likely you are to live.

The NHS has spent millions raising awareness of the common signs and symptoms of cancer – and it’s working. Spotted blood in your poo? Get tested.

Patient education content marketing campaigns use a variety of channels to directly target an audience segment with clear messaging. The channels you use are crucial to the success of the campaign.

Take the bowel cancer home testing kit campaign. A TikTok video may generate some serious engagement, but will it reach those aged 60-74? No – which is why the NHS focuses on traditional advertising, targeted online ads, PR and website content. They raise awareness through memorable and funny online ads and then use their website to provide serious information for this patient cohort.

Patient education campaigns succeed or fail based on how well you know your audience and where they access information.

New hospital or GP surgery opening campaign

It’s a wonderful day when a new hospital or GP surgery opens (and a sad day when one closes). Content marketing can play a major role in informing patients about the new facility, the services available, opening times and (of course) how to register!

Take the new hospital centre opening around two miles from our office at Southmead Hospital. Content marketing will play a key role in promoting the new hospital and providing patients insight into the investment.

Here’s a great video on naming the new Royal Sussex County Hospital building.

Content marketing can play a role at every stage of the process, from the commissioning of the new facility and the spade in the ground to the completion of the building and the first patient to walk through the door.

Every step in the journey is an opportunity to create content – so don’t waste it!

Choosing the best healthcare content marketing channels

In the past, we’d call this your digital marketing mix, but the world has moved on – now we call them content channels. Unless you’ve got an unlimited budget (rare in the world of healthcare), you’ll need to narrow down the channels you use to find the optimum mix.

When we talk about content channels, we mean the ways you can publish and share content, including:

Before you begin to piece together your digital marketing strategy, you need to build a deep understanding of your audience.

Too many marketing campaigns we’ve been involved in haven’t got a clearly defined audience. The best commercial campaigns are hyper-targeted, with precise demographics, characteristics, and preferences. Simply saying you want to target all patients won’t work in the personalised and preference-driven world of digital marketing.

Positively, specialist healthcare content marketing agencies like 42group have access to a vast range of tools that can help us build this patient profile. When working with partners, we can drill down deeply into the data to build detailed and accurate patient personas.

This audience information includes the channels they use – the same ones we recommend you use.

Connecting with patients isn’t easy, but it is critical. We’ll focus on this in future articles.

Want to learn about the power of healthcare content marketing?

Healthcare content marketing is critical to engaging patients, changing behaviour, and improving outcomes. At 42group, we work with all healthcare organisations, including the NHS, private providers, medical device companies, and pharma businesses. We help them to create human connections with the people that matter – and we can help you.

Contact us to chat about your healthcare content marketing project.

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At 42group, our content editors are responsible for refining and enhancing written content. It might be content we’ve written, words from other writers, or existing content on websites or in reports. 

Whatever the content we edit, it’s our job to make it stronger – ensuring the message is clear, consistent, and compelling. (We also eliminate spelling errors, grammar gremlins, and anything else that could obscure its meaning or upset pedants.)

SEO content editing is an involved and important job. We’re going to start with the basics of what content editing for SEO is and how you can optimise all types of content to increase SERPs.

The basics of SEO content editing

Content editing for SEO involves reviewing a piece of writing for clarity, coherence, consistency, and accuracy. 

It’s a more time-consuming (and expensive) process than proofreading. As well as checking for accuracy, content editing for SEO involves improving the overall structure and flow of the content to increase its visibility in search engines. 

An experienced content editor (like those sitting near me as I write this article) examines the language and grammar used and ensures that the tone of voice is appropriate for the audience. They’ll also edit with keywords in mind, incorporating them throughout the content in the most intelligent and effective ways. They’ll ensure the structure is appropriate and that keywords appear in H1s, H2s, and H3s. A good SEO content editor will support you by suggesting compelling page titles and meta tags. 

It’s a total service to supercharge your SEO!

Content editing for SEO is a crucial part of the digital marketing process. Content editing can refine and polish written material to enhance its quality and effectiveness and boost its search engine impact.

Why SEO editing is critical to digital marketing

The Google algorithm is constantly changing – and improving – to deliver search results that are accurate, relevant, and valuable to readers. Is yours?

SEO content editors perform two crucial functions for your website:

  1. They will ensure any new content is optimised, relevant, and demonstrates authority – critical to boosting your search engine ranking.
  2. They can review, refine, and optimise existing content – ensuring any website achieves its search potential.

Digital marketing experts understand the importance of keeping content fresh, relevant and optimised. We’re glad they do, as it keeps us in business!

We don’t just rewrite every page but work through a content audit process to identify content that can be optimised and improved. This helps us to identify those pages that could benefit from a rewrite, grading them according to the priority and potential impact.

Alongside the content editing process, we also recommend updating and improving page titles and tags. Our process will be the basis of a future blog post, so keep checking our Answers page.

How does the content editing process work?

Each editor has their approach to SEO content editing. Some work through each piece line-by-line and fix errors, incorporate keywords, improve the flow of content, and engage the audience. Others approach each task individually (identifying errors the first time and incorporating keywords the second, for example.)

Here’s how we would approach the process:

During the content editing process, a content editor examines the structure and organisation of the piece. They will analyse the logical flow of ideas, ensuring that each paragraph and section transitions smoothly into the next. It’s about helping your audience find the answer they want.

So, you want to be an SEO content editor? 

Now that we’ve established the importance of content editing let’s discuss the essential skills that all good SEO content editors have. (Some of the average ones have them, too.)

Understanding of SEO

Most people understand SEO, but do you stay current with the latest industry trends? Do you scour Google’s updates to understand what these could mean for the content you’re creating? Do you work closely with a group of SEO experts who can provide in-depth insights into what’s working and what isn’t in the real world?

The best SEO writers and editors deeply understand the technical aspects of SEO. At 42group, we’re a Google Partner, which provides insight into how the world’s leading search provider works. We also balance this with real-life feedback from our clients, analysing the impact of the content we produce and identifying ways to improve it.

The power of the process 

Content editing demands a process. As an agency, we’ve developed some effective and efficient processes that ensure we deliver a comprehensive and complete edit for our SEO clients. 

Every piece of content gets logged, analysed, optimised, and returned to each client in a format they can use. This enables us to work on large-scale rewriting projects involving hundreds (or even thousands) of pages. 

The best SEO content editors love working on a page of writing as much as they do managing a process. This is a key skill in SEO optimisation and not one you shouldn’t overlook.

Mastery of language and grammar

It’s pretty obvious, but a solid grasp of language and grammar is crucial for content editors. They must understand – and be able to apply- best practices in spelling, grammar, and punctuation to create high-quality content. 

This includes understanding the proper use of verb tenses, subject-verb agreement, and sentence structure. Content editors also need to be able to manage the appropriate placement of commas, semicolons, and other punctuation marks. The judicious use of punctuation can improve readability, but removing excessive punctuation can work wonders in other cases.

A mastery of language isn’t essential. Why? Because SEO is about simplicity, clarity, and consistency. You don’t need to be a walking dictionary – many of the best editors aren’t – but you need to know how to use language to convey a point without diluting or impacting meaning. The key is to make concepts simple but not overly simplistic. 

It sounds easy, but it really isn’t. 

Confidence with different writing styles

SEO content editors should be familiar confident at editing various styles of writing. The ability to adapt editing techniques is vital. Whether you’re working with formal or informal writing, academic or creative, understanding different styles enables experienced content editors to do the best job.

For instance, editing an academic research paper into accessible, SEO-optimised content requires a different approach compared to editing a blog post. The academic paper will need to be edited and analysed, with the editor shortening and simplifying it to pull out the key messages.  On the other hand, editing a blog post may involve making the writing more conversational, engaging, and suitable for online readers – while maintaining a professional tone of voice that protects the brand. 

Editors walk a fine line, and it’s not always easy.

Attention to detail

It sounds stupid to say it, but attention to detail is an essential trait of a successful content editor. Of course, they must have a keen eye for spotting inconsistencies, inaccuracies, and other errors that may go unnoticed by mere mortals. They also need to ensure the highest standards are adhered to all working day, which demands near superhuman skills of concentration.

Basically, content editing for SEO isn’t a job for the easily distracted.

Will accept feedback (and not take it personally)

Content editors are often in the firing line as they’re responsible for making changes to other people’s work – and sometimes, these changes don’t go down well. E SEO editors that work with specialist content (like scientific papers, research, etc.) will be editing text that needs to be reviewed by a subject matter expert, and that can lead to criticism.

The best SEO content editors will accept feedback and not take it personally. At 42group, most of us are current or former journalists who have worked with editors who spare little thought for your feelings. It’s not always pleasant, but by working together with specialists, SEO experts, and (of course) our clients, we can make a positive impact on all content.

Write for real people: Techniques for effective SEO content editing

Now that we’ve explored the skills required, let’s delve into some techniques for successful content editing. The first – and more critical – lesson is to write for real people. 

Too much SEO content is written for algorithms and not an audience of real people.

Whenever you start working on editing a document, think about what the reader wants from it. Understanding the search intent is clearly the most important thing. Explore the questions they’ll be asking, and ensure your content provides clear answers. Does your content flow logically? Is it simple enough to understand but comprehensive enough to add value?

Ultimately, you should aim for your content to be the definitive content online. Sure, it’s a lofty ambition, but it’s achievable – if you do the work.

Balancing creativity and conformity in SEO editing

While content editing involves refining and polishing, it’s important to strike a balance between creativity and conformity. Content editors should respect the original writer’s style and voice while also ensuring that the content meets the necessary standards. By maintaining this delicate equilibrium, editors can enhance the writing without stifling the writer’s creativity.

Incorporate keywords like a pro

We’re not going to go over old ground, but here’s our guide on incorporating SEO keywords into your content like a pro. The basic principle is to use keywords where they add value. Simply listing your key phrase hundreds of times isn’t going to help improve your rankings, and in fact, it could affect them.

Instead, focus on offering your readers value – and then ensure Google has all the signals it needs to assess the relevance of your page and how it relates to the original search query.

Basically, check out our guide above to see how to incorporate SEO keywords like the professional editors at 42group.

Need an expert SEO copy editor or proofreader?

Content editing is a vital aspect of the digital marketing process. Even the best writers – and most successful websites – can do more to improve and optimise their content, and we can help.

At 42group, we use our essential skills, effective techniques, and advanced SEO strategies to create content that soars in search engines.

Sound good? Then get in touch today.

Email an editor

Traditional advertising doesn’t work as well as it used to. Why? Because your audience doesn’t read the paper or watch the TV anymore, they have a multiplicity of interests and engagements, and you need to ensure you’re targeting them where they are, not where you want them to be.

The rapid shift from traditional marketing methods to digital platforms gives companies that invest a unique opportunity to stay ahead of the competition and connect with their customers in more meaningful ways. How can they achieve this? We’re going to walk you through the basic principles of digital marketing and how it can benefit your business.

Why healthcare organisations need to get serious about digital marketing

The healthcare sector industry has undergone a significant transformation in recent years, and one of the key factors driving this change is the shift from traditional marketing to digital marketing. Gone are the days when healthcare organisations solely relied on traditional marketing channels such as PR, print ads and TV commercials to promote their products to patients, clinicians, and stakeholders.

Today, we’re using our smartphones, tablets, laptops and computers to access the internet, which has fragmented the audience. Digitally connected audiences want hyper-personalised content tailored to them, their personalities, and preferences. 

The shift from traditional marketing to digital marketing

Traditional marketing methods have long been the go-to strategy for healthcare organisations. Print ads in the press, billboards, and TV commercials were once the primary means of reaching healthcare professionals and patients, but not anymore.

Why? Because they don’t work. Traditional print ads get 50% less interaction and engagement than well-targeted digital ads, stats show.

Today, digital marketing – including SEO, PPC, and social media engagement – has emerged as a powerful tool for any business to connect with its audience. Healthcare providers and pharma companies can now engage with their target market in a more personalised and interactive way, giving patients the power to learn more about new treatments and medical devices – but only if they understand the power of digital marketing and tailor messages to each medium.

The role of digital marketing in reaching patients

We’re entering an age of personalised medicine, where the patient and their needs are recognised and targeted. Digital marketing enables businesses to get granular about their core audience, digging deeper into demographics and targeting them directly.

Digital marketing is crucial in driving engagement, increasing sales and boosting brand awareness. By combining digital marketing channels, companies can effectively reach their core audience, including patients, clinicians, and key stakeholders. The best engagement happens when organisations partner work with leading digital marketing agencies like 42group to provide relevant and educational content that informs and inspires readers.

How do we identify your audience? We’re a Google Partner, and our experts can use a range of data analytics approaches and online tracking tools to identify and segment your audience based on various factors, including demographics, interests, and behaviours. This allows us to tailor and target marketing messages and campaigns to specific groups, ensuring that content is relevant and engaging. We’re supported in this by leading platforms, including Google, Bing, Facebook, Twitter, and LinkedIn (for campaigns targeting professionals). They give digital marketers and online advertisers access to tools that can help us target audiences to an incredibly precise level of detail. 

Campaigns are always being improved. Experienced healthcare digital marketing agencies like 42group can optimise and personalise marketing campaigns. Through A/B testing, we can experiment with different marketing strategies, tactics, and creative approaches to determine which ones yield the best results. This data-driven approach allows companies to make informed decisions and allocate their marketing budget more effectively. It’s a cost-effective way to reach the largest possible audience.

Creating healthcare content for your audience

Digital marketing puts less focus on promotion and more on engagement. Yes, we can help you sell more of your products, treatments, or medical devices – but we can also educate and inspire your core audience through engaging and personalised content.

Digital marketing enables healthcare leaders to provide educational content directly tailored to any audience. Through blog posts, articles, and videos, companies can educate healthcare professionals, patients, and the general public about the benefits and uses of their products. As well as information for your core audience, content plays a key role in brand building. 

Digital marketing supports greater customer engagement and interaction than traditional passive media. Organisations can engage with their audience in real-time through social media platforms, responding to their queries and concerns. This all contributes to successfully building a community around your brand. This level of engagement helps foster customer loyalty and provides valuable insights and feedback that can be used to improve products and services. As well as engaging with online communities, we can listen to them – improving our understanding of your core audience and optimising our content to engage them. 

Does digital marketing work? We won’t overload you with stats, but the answer is 100% yes. Digital marketing has become an essential tool for the healthare sector to connect with customers, boost sales, and build a bigger brand. 

Digital marketing enables every business the chance to reach a much wider audience, deliver personalised and educational content, and ultimately drive sales. As the digital marketing industry continues to evolve and change, it is crucial to work with a specialist agency that can support their online engagement and growth.

Want to know more? You can read about our guide to effective healthcare digital content marketing here.

Key digital marketing strategies for healthcare organisations

Healthcare companies should work with an agency to build an integrated digital marketing strategy that’s focused on their audiences. When it comes to selecting channels, you need to understand who you are speaking with and how they consume information. 

In marketing terms, the differences between Boomers and Gen Z mean that no single marketing strategy can engage them both. Taking a strategic approach to digital marketing is the single biggest step toward online success. An uncoordinated and unconnected campaign will damage your brand.

Here are some proven approaches that healthcare organisations can use to effectively engage with their audiences and build human connections.

Getting social – engaging your audience through social media channels

Social media has become an integral part of people’s lives, and healtchare leaders can leverage this platform to engage with their audience where they feel comfortable. By creating compelling and informative content, companies can build a community of followers, increase brand visibility, and establish trust and credibility.

Social media is all about sharing. So, instead of shouting about your product, service, or solution, healthcare companies should focus on sharing educational content about various health conditions, treatment options, and the importance of medication adherence. By providing valuable information, you can position your organisation as a trusted source of healthcare knowledge. It’s a longer sell than a product advert, but it builds a better picture in the mind of every patient.

Social media platforms provide valuable insights and feedback that we can use to target and tailor your messaging. Through analysing engagement metrics such as likes, comments, and shares, we can gain a deeper understanding of your audience’s preferences and interests. It’s a process of continual improvement, enabling us to refine content strategies to deliver more relevant and engaging posts.

Supercharging SEO to boost your business

Search Engine Optimization (SEO) is essential for any business that wants to engage customers. We work with pharmaceutical companies and healthcare providers to help them improve their online visibility and organic search rankings. Simply put, we can help you achieve a higher position in Google.

By identifying keywords and opportunities, we can optimise your website content, generate high-quality backlinks, and enhance the user experience. 

How? Pharmaceutical companies and healthcare organisations can create informative blog posts and articles that address common health concerns and provide valuable insights. Written in a modern, relaxed, and engaged way, we can reach your audience wherever they are. By incorporating relevant keywords naturally into content and improving its readability, we can improve their website’s visibility in search engine results pages. As well as creating new content, we can edit and improve existing content, helping to give your website a boost in search engine rankings. 

As well as an overarching strategy, we can focus on the areas that matter. Local SEO strategies, for example, can help healthcare providers s target specific geographical areas and connect with patients locally in a highly authentic way. This is particularly important during drug trials and discovery activities. We can also support the local roll-out of new services, treatments, and access to services in a way that was previously impossible. 

Read how effective and targeted healthcare SEO can boost your organisation online. 

Email marketing and automation

Email marketing remains a powerful tool for pharmaceutical companies to nurture leads, promote products, and maintain customer relationships. By segmenting their email list based on demographics, interests, or previous interactions, we can deliver personalised and targeted content to all your subscribers.

We have helped healthcare companies send tailored emails to patients who have expressed interest in a particular medication. We can provide them with additional information, discounts, or reminders about refills. By delivering relevant content directly to their inbox, we can directly increase engagement and drive conversions.

Measuring the Impact of Digital Marketing Efforts

Does digital marketing work? Absolutely! To demonstrate this, we develop a range of tools to measure your key performance indicators and assess your digital success.

We know that measuring the success of digital marketing efforts is essential for every organisation. It can help you to establish impact, optimise strategies and allocate resources effectively – as well as engage internal stakeholders in a meaningful way. 

As a trusted partner, we work with all customers to define the metrics that matter. We design a dashboard incorporating Key Performance Indicators (KPIs) that matter to you, including website traffic, conversion rates, and customer engagement.

Regularly monitoring KPIs enables us to evaluate the effectiveness of marketing campaigns, identify areas for improvement, and adjust tactics accordingly. It’s a constant process of communication, investigation, and improvement.

Why work with a specialist healthcare digital marketing agency?

Digital marketing offers incredible opportunities for healthcare organisations to connect with their audience, drive sales, and maximise their impact. By understanding the importance of digital marketing, implementing key strategies, overcoming regulatory challenges and measuring the impact of efforts, you can engage your audience more effectively than ever before.

42group is one of the UK’s leading healthcare content agencies and digital marketing partners.

Contact us to discuss how digital marketing can benefit you today.

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What is science writing?

We’ll start by defining what science writing is and isn’t to provide context for this article. When discussing science writing, we focus on translating scientific research, ideas, data, and discoveries into accessible content. That includes press releases, case studies, funding proposals, annual reports, REF submissions, animations, videos, Q&As, and more. 

We’re not talking about the process of writing, editing, and amending academic papers.

What’s the difference? Science writers, like the 42group team, are experts at translating complex information into accessible narratives. We’re not (and don’t pretend to be) subject matter experts of highly qualified scientists, although we do have access to them in the wider team and can add them to your project. 

The science writing tips and techniques here are for those writers who want to improve how they communicate complex concepts with clarity. 

Make sense? Let’s explain why accurate science writing is more important than ever before.

Understanding the Importance of Scientific Writing

Scientific writing serves as the backbone of the research process. It allows researchers to document their methods, results, and conclusions systematically, ensuring that their work is reproducible and transparent. But it doesn’t relate these discoveries to the real world. 

Through scientific papers, researchers share their findings with the scientific community and the wider public. This academic information sharing not only promotes scientific progress. 

Science writing is about crossing the bridge from cutting-edge research to creating human connections. Science writing is about demonstrating how society can benefit from the latest advancements in various fields. It’s also critical to engage with stakeholders, funders, and the public.

One of the most essential skills of a science writer is to be able to convey information and communicate impact accurately. One of the biggest issues facing science writers – and anyone involved in content production – is trust. We can see that almost 40% of internet users don’t believe the information they read online, a situation exacerbated by social media misinformation amplified during the pandemic.

Science writers have an essential role in providing the public with accurate and honest information to help educate, inform, and inspire the public. When you put it that way, it’s a role with huge responsibility.

The role of scientific writing in sharing research

Scientific writing is an essential component of the research process. The dissemination of research findings means the work of scientists and researchers can be understood and evaluated by others, including key stakeholders and the general public. The Government invests around £15bn each year into research, so it’s something that we all have a stake in.

High-quality scientific writing helps to establish the credibility of research and establishes the UK at the forefront of innovation. Take AI, for example. The UK, through organisations like the Alan Turing Institute, is leading the way in establishing the potential of AI, as well as establishing controls.

Science writers work to disseminate the findings of cutting-edge research, ensuring the discoveries are shared with the biggest possible audience. Sometimes, stories are so important they can spread across the world.

Communicating complex ideas effectively

Science and research encompasses complex ideas and concepts that may be difficult for a general audience to grasp. Scientific writing requires the ability to break down these complexities into understandable and relatable content. The ability to make scientific knowledge accessible to a wider audience is the core skill of a great science writer. 

One of the key aspects of effective scientific writing is the use of clear, concise, and accurate language. Researchers use specialist terms to convey their ideas, especially when communicating with other professionals in journals and published research. Science writers process this information and use language accessible to a broader audience.

While clarity is critical, scientific writers use various skills to provide appropriate explanations for technical terms and concepts. As current and former journalists, 42group’s team uses these skills to explain key terms and find interesting and engaging ways to explain the relevance of research findings. We do this by working with researchers, academics, and other key stakeholders to provide a clear, accurate, and engaging narrative around your research. 

It’s a cliche, but the best science writers are storytellers. They understand that humans connect with narratives, with established characters, problems, and solutions. It’s a bit old hat now, and there are better resources for experienced writers, but Building a storybrand is a great place to start. Yes, the book is focused on commercial companies looking to sell products or services, but it captures the power of storytelling and provides some useful techniques for all types of writers, including science specialists. 

Tackling the technical aspects of scientific writing

Of course, every writer knows that scientific writing is a specialised form of communication that requires attention to detail and precision. It is crucial to use proper terminology, and that only comes through understanding. Instead of simply copying information from academic papers, science writers seek to understand it – and then find ways to relate it to the real world.

It’s obvious, but when using scientific terminology, it is important to define and explain the terms within their proper context. This means that readers, who may not be familiar with the specific terminology can understand the concepts being discussed. By providing clear definitions and explanations, you can maintain clarity, avoid confusion, and ensure the integrity of your content. 

Words are (surprisingly) important to science writers, but we’re big fans of using other ways to convey messages. Figures, tables, and other visual aids are valuable tools in scientific writing. One vital aspect is their ability to communicate complex data, trends, and relationships more effectively than lengthy explanations. We work with several design agencies and often use graphs, illustrations, and infographics to support our content. This is especially important in long-form content like whitepapers or reports. 

As a science writer, when developing content, take notes of any ideas you have to visually represent the content you’re writing about. Infographics, illustrations, figures, and tables should be used to complement the text and provide additional clarity or insight. They should not be used as a substitute for clear and concise written explanations but rather as a supplement to enhance the reader’s understanding.

Referencing and citing in scientific writing

Science is based on the accumulation of knowledge, and fundamental to that is referencing. Read any academic paper, and you’ll be struck by the number of references (in some cases, hundreds) that provide the evidence base for their work. 

Citations and references not only support your claims but also allow readers to explore related literature, further expanding their knowledge on the topic. 

We recognise the contribution of all researchers and will always reference all sources used according to the style and preference of the client. To make things a little easier, we use the Cite this for me reference generator. It’s not 100% foolproof (and, like all such tools, needs to be checked), but it can help save time.

AI and scientific writing: Our view

AI is going to change how we work and live, and there’s no profession that’s more at risk than writers. The art of writing has been debased through cheap content mills that will knock out 1,000 words for $5. Now, cut-price agencies can dispense with the human-in-the-loop and pay AI to do it for them. 

So, will AI replace science writers?

In the short term, no. AI can – and will – replace the bulk of boring content creation. We’re talking social posts for double-glazing firms, processing a lengthy report into a bullet point list, and pulling out a few juicy quotes for a story. 

What it can’t do (again, at least for now) is to replace the skill, insight, experience, and integrity of a science writer. 

Do we use AI tools? Absolutely. At 42group, we use several AI tools, including Grammarly and ChatGP, as part of our process. We also run all content through an AI checker (Origanility.AI) to ensure it’s not going to upset any algorithms or impact your website. 

We’re excited by the potential of AI and will always test and iterate to understand how it can augment our content creation processes. But replace them? That’s not going to happen anytime soon.

10 tips for becoming a better science writer

  1. Research before writing: Scientific writing is a unique form of communication that requires clarity and precision. It is not enough to simply convey information; you have to do it accurately and with integrity. If you’re dealing directly with researchers or writing about an unfamiliar subject, spend time researching to give yourself at least a basic grounding in the fundamentals. Not only will this make interviews and conversations with specialists easier, it demonstrates respect. Even if you’re sent a paper, you’ll want to understand the research in a historical context.
  2. Start with the impact: When communicating about scientific discoveries, start with an eye-catching headline that captures the impact. This is the single biggest difference between a skilled science writer and a non-specialist. Your first paragraph should follow the headline, providing some context for the reader and restating the impact.
  3. Be precise with language: One way to achieve clarity in scientific writing is by using precise language. Precision in scientific language helps eliminate any room for misinterpretation. By choosing the right words and phrases, science writers can convey their ideas accurately and effectively.
  4. Credit every source: Academics and researchers spend years building a reputation, and you need to respect that. Be sure you credit every academic. While you may not be able to speak to each academic, you can always share content with them to check accuracy and ensure they feel involved in the process.  
  5. Be concise: Clarity and precision are essential, but so is being concise. It’s crucial to convey information concisely to maintain the reader’s interest and make content easily digestible. Grab a pen and trim unnecessary words and phrases. Focus on the key points you want to convey and remove unnecessary information from your content. If you are finding this a struggle, share it with a trusted colleague, friend, or family member and ask them their opinion. 
  6. Create a logical flow: An effective scientific paper follows a logical sequence of ideas and arguments. You don’t (and shouldn’t) follow this structure, but you will want to ensure that readers feel comfortable that they’re going to get all the information required. 
  7. Show your workings: Science is all about evidence, so always be open and honest about what researchers have done, including limitations. Too many press releases go big on a headline but don’t necessarily reflect the realities of the stage of research. A classic example is a new treatment that shows promise in animal models represented as a potential new drug for use in humans. While making an exciting story, it fails to reflect the time, investment, and risk involved and can give readers false hope.
  8. Tell the story of scientific discovery: Science is exciting, but so much science writing is drab, dull, and formulaic. Why? Because science writers can sometimes be lazy. In a world where millions of pages of content and thousands of press releases are sent out each day, you need your content to stand out. When communicating with stakeholders, you need to focus on the impact and the outcomes (while being conscious to show your workings).
  9. Find engaging ways to make concepts relatable: We call this the nurse scale. Every expenditure in the health service is related back to the cost of nurses. A new HR director? That could pay for two nurses, etc. This works because it grounds it in a measurement we can all understand. This is basic journalism, but many science writers have taken a different route to the role and haven’t experienced an editor shouting at them. Find real-world parallels and use them. It’s a simple, easy, and effective science writing technique.
  10. Edit, review, and refine: Don’t ever send off the first draft without checking with a subject matter expert, editor, and proofreader. This sounds like a lot of checks, but in many cases, this can be one person fulfilling these roles. Spend time analysing great science content, and apply this learning to your own writing. Always build in time to edit, review, and refine – your clients will thank you.

Searching for a science writing agency?

At 42group, we work with leading research organisations, academic institutions, and disruptive start-ups. Our experienced science writers use all these techniques and more, to build human connections.

Want to chat about a project? Get in touch today.

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Ever wondered what a science writing agency is and what they do? Let us at 42group guide you through what science writing is and why it’s essential to work with experts to connect with your audience. If you’re searching for a specialist science writing agency, you’ve just found it.

What does a science writing agency do?

Let’s start, as all good stories do, at the beginning. Science writers (and science writing agencies) effectively work as translators between those making the discoveries and those impacted by them. You can see it as crossing the bridge between research and real-life impact. Or you can simply call it knowledge transfer like we used to.

By distilling complex ideas into clear and concise language – and applying it creatively – science writing agencies can boost your public profile. Great science writers can engage your audience and provide consumable content for algorithms, which can boost your online presence. 

Creating human connections: Bridging the gap between scientific research and real people

A science writing agency acts as a bridge, bringing scientific discoveries and research in a way that real people can relate to. Obviously, scientists and researchers are real people (most of them, at least), but they often communicate in a language that’s only accessible by fellow professionals. 

Science writers and science writing agencies can take this information (from an academic research paper, presentation, talk transcript, or any other form of content you create), and pull out the key messages that 

Let’s use a real-life example of the work we do to illustrate the points. Imagine an academic at your organisation has published a groundbreaking study that reveals a potential cure for a life-threatening disease. The scientific community and fellow experts may understand the significance of this discovery, but the general public may struggle to grasp its implications, with the message lost among thousands of words of inaccessible content. 

Science writing agencies like 42group can help here. We can take the content you have and pick out the key themes and messages, but more than that, we can identify the impact. This is the potential of the discovery to impact real people and their lives. 

We’re a science writing agency that employs qualified scientists, so we will never misrepresent the research findings. Instead, we work closely with academics and in-house experts to find the balance between creating a story or content that grabs attention but is 100% accurate. 

Through engaging narratives and compelling storytelling, we ensure that the public not only understands the importance of the research but also feels a personal connection to it. We call this “building human connections” – and it’s what 42group is all about.

As well as informing the public and key stakeholders, we’re educating and inspiring them, too. Great content helps to foster a sense of curiosity and wonder among the public and professionals who are inspired by your work. It’s what we have done for almost 20 years.

The art of translating complex concepts into clear and compelling narratives

One of the key challenges facing every science writer is how to translate technical terms and complicated scientific discoveries into easily understandable language. At 42group, we’re a team of ex-journalists and use our noses for a story to help shape the narratives. Writing for some of the UK and Europe’s leading publications, our team has both scientific knowledge and exceptional writing skills. When presented with a challenge, the team has a proven ability to distil complex concepts into clear and concise prose, making scientific information accessible to everyone.

For instance, imagine a study that delves into the intricacies of quantum mechanics. The average person may find the subject matter overwhelming and intimidating. However, a skilled science writer f can break down the fundamental principles of quantum mechanics in a way that is relatable and engaging. 

Like all journalists, they’ll find ways to make complex concepts accessible. They may use everyday examples, such as explaining how a smartphone’s GPS relies on the principles of quantum mechanics, to help readers grasp the concept more easily. (Does this work? This is a live example, and the client was and is very happy.)

Science writers don’t just simplify complex concepts,they also use their skills to maintain the accuracy and integrity of scientific information. They thoroughly research the topic, consult reputable sources (interviewing members of the team involved) and, in some cases, other scientific experts to ensure that the information they present is up-to-date and reliable. This attention to detail and academic rigour is critical in a world where misinformation can spread faster than the truth. 

The job of a scene writer is to give researchers the confidence that the information will be fairly and accurately represented. This can boost their public profile (and that of the organisations and funders) without compromising their integrity and credibility. It’s a fine line to walk, and we’ve seen many examples where individuals and agencies have let down researchers and made leaps of faith with research, data, and discoveries that have caused issues for individuals and organisations.

Science writing: The art of scientific storytelling

Storytelling is a powerful tool that helps captivate and engage readers, using a narrative approach that’s easy for us all to understand. You establish a problem (a medical condition, for example) and the desired outcome (treatment, naturally). You introduce peril (the impact of inaction) and how the new discovery will solve this problem and benefit us all. 

At 42group, are trained and experienced science writers who know how to weave a narrative that not only educates but also entertains, making complex scientific information more relatable and memorable. The art of storytelling provides a simple and effective narrative device that’s perfect for press releases where you have to capture attention quickly. 

The language we use is always carefully considered, as terms have specific meanings that must be used currently and in the correct context. Clarity and precision are of utmost importance, as scientific concepts can often be convoluted and intricate. A science writing agency like 42group understands the significance of employing words that leave no room for ambiguity or misinterpretation, ensuring that the message is communicated effectively to the readers. And if we don’t know the answer, we’ll ask (as all good journalists should).

The way we write matters. Clear and precise language is vital to effective and accurate science communication. A skilled science writer knows how to simplify complex ideas without oversimplifying or distorting crucial information. A generalist won’t. 

Scientific papers are often long and verbose, the opposite of accessible content. As a result, using concise language and avoiding unnecessary jargon are important skills. Science writers must use all their skills to help readers grasp scientific theories and concepts more easily. By doing so, we’re not misrepresenting your work or affecting your integrity but opening up your advancements to a much broader audience.

What services do science writing agencies provide?

A top science writing agency like 42 group provides a range of essential services that can help your organisation to extend its reach, including:

Research and content development

We invest significant time and effort in conducting in-depth research to stay up to date with the latest scientific discoveries and advancements. This research forms the foundation for the creation of compelling and informative content that accurately represents your research and discoveries.

We don’t do this in isolation. We collaborate with scientists, internal stakeholders, partners, and independent subject matter experts to ensure that all content is backed by thorough research and meets the highest standards of accuracy and credibility.

Our science writing services include creating press releases, detailed summaries, and short summaries, social media content and more. We can create content that’s optimised for every channel that your audience uses.

Web copywriting

One of our most popular services (and our favourite jobs to do!) is web copywriting and editing for science clients. We’ve created content for entire websites from scratch, and worked with leading organisations like CGTC to edit, update, and improve existing content – focusing it 100% on their core audience, service users, and stakeholders.

We’ve established a clear process for managing all website projects, with process documents, templates, and software solutions to keep our clients in control.

As a member of the Association of British Science Writers (ABSW), we augment our in-house team with subject matter experts from the UK and Europe’s science writing community. Whatever subject matter and scientific area of expertise, our web copywriting team can help you create content that cuts through the noise.

Content editing and proofreading

Even the most talented science writers can benefit from a second pair of eyes to review and refine their work. As a leading science writing agency, we understand the importance of meticulous editing and proofreading to ensure that the final content is error-free, coherent, and engaging. 

If you’ve created content, in-house, but want the confidence that comes with an expert edit, get in touch. We have a team of skilled editors and proofreaders that can strengthen your message, remove errors, and enhance the overall quality of every piece of content before it reaches the audience.

Case studies, whitepapers, reports, and REF submissions

One of our core services is creating expert case studies ,whitepapers, and reports. Whether you need a short and snappy 50-word summary for a stakeholder, or a 100-page book to celebrate your 25th anniversary, we can help you.

We approach each project with enthusiasm and an established and proven process that provides us with a clear route to producing the content that you need. Before we pick up a pen (or punch a key), we’ll work with you to understand your audience, communications channels, and desired outcomes. It’s our job to create content that connects you with your audience.


Search engine optimisation (SEO) is a critical part of every digital marketing strategy, and something that science organisations of all sizes and in all specialties should consider. 42group is a Google Partner, with decades of experience in on-site and off-site optimisation. It all starts with a deep understanding of your audience and the keywords they use to search for scientific information. 

Unlike other SEO agencies, we don’t start charging you from day one, instead we analyse your site and identify SEO successes and areas of improvement. This information and insight provides us with the basis for developing a strategy to push your science, research, and innovation organisation forward.

Our input can help your organisation to improve its search engine ranking, and connect directly with the people that matter. Learn more about our SEO and PPC services here, or contact us for a chat about your specific requirements.

Getting creating: The science content creation process

So, how do we work? Let’s take you inside the content creation process (albeit briefly!).

It starts with a deep understanding of what you do, why, and for whom .Creating engaging science content requires a thorough understanding of the target audience, the content you want to create, and the channels you will use to share and promote it.. A science writing agency like 42group has established a meticulous process that can be applied and customised for each project .The result is content that’s clear, compelling, and pitched just right for your target audience.

Understanding the audience

Central to the success of any science writing project is understanding the needs and expectations of the target audience. We’ll begin each project by asking questions (and listening to the answers).

Once we’ve got the basics, we’ll conduct our own research and to gain insights into the readers’ level of scientific knowledge, interests, and preferred means of consuming information. 

Armed with this knowledge, we can create ,edit, and refine content to meet the audience’s needs, ensuring maximum engagement and total comprehension.

Incorporating visual elements into science communciation

We’re experts with words, but we know that modern consumers want content with visual appeal. 

We recognise the power of visual aids in science communication and how they can complement written content. We work with several agency partners to provide us with well-designed illustrations, graphs, charts, and images that can help us convey your information most effectively.

These visual elements not only enhance the overall aesthetic appeal but can also play a crucial role in conveying complex scientific data, concepts, and discoveries in the most effective way.

Still searching for a specialist science writing agency?

Specialist science writing agencies like 42group can unleash the power of words, making your data and discoveries accessible and engaging for all.

Got a project you want to chat about or want to chat about how we can support your content creation, web copywriting, or SEO strategy? Get in touch today.

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Healthcare organisations, the third sector, and charities need to take a more commercial approach to SEO. We’ve written a lot about the technical aspects of SEO (including how to structure content, commission content, and edit existing content), but in this blog, we’re going back to basics to explain what a healthcare SEO agency can do for you.

What is SEO in healthcare, and why does it matter?

SEO, or search engine optimisation to give it its full title, is a catch-all term that describes a huge range of activities. SEO for healthcare organisations includes creating and optimising content, improving site performance and user experience, building links (and more).

So, why do healthcare organisations need SEO? 

Patients and the public (and you and I) rely heavily on search engines to find healthcare services, research medical conditions, and make informed decisions about their healthcare needs. This phenomenon isn’t always positive, with some researchers coining the term “Dr Google” to describe patients who self-diagnose themselves. Like it or not, search engines are an integral part of how we search for information (that’s before we get to the growing trend of voice search, something we’ll focus on in future posts).

Put simply, by implementing effective SEO strategies you can ensure that your website appears at the top (or at least on page 1) of search results. This makes it easier for potential patients to find you.

Page one is about building trust. It’s obvious that patients want to feel confident in their choice of healthcare provider and one way they establish that trust is through establishing a strong online presence. A strong ranking is an important signal that a business, brand, or service provider will deliver on promises. 

We can illustrate this with an example. Let’s imagine a patient searching for a local dentist who specialises in dental implants. Without a well-optimised website, the dental practice won’t appear in search engine results. A potential customer won’t learn about the business, its services, and positive outcomes. The winner in this scenario will be a dental practice that’s serious about SEO, with a well-optimised and easy-to-use website, a Google My Business page (to capture local search traffic), and a regular stream of positive reviews sourced from real patients. 

The result of this investment in SEO is greater visibility, which translates to more patients and more profit. Sound good? That’s SEO in a nutshell.

Why your healthcare organisation needs to get serious about SEO

We can provide you with mountains of stats and data about the macro impact of search and the importance of SEO, but let’s flip it around. Think about how you use search engines.

When was the last time you searched for information on a healthcare provider, Googled a drug that you (or a family member) had been prescribed, or advice on how to use a medical device? Chances are it wasn’t too long ago. 

When you’d typed in your query (or asked your virtual assistant), did you go through the pages of potentially millions of pages to find your answer, or did you click on the first few search results and trust the algorithm got it right? 

We’re guessing it’s the second option here (because that’s what we do).

If your website doesn’t appear in their search results, you’re not capturing clicks. There are two key reasons why every healthcare organisation needs to get serious about SEO. 

Firstly, if you’re not on the first page for every search query, you’ll miss out. Research suggests between 70-90% of searchers won’t go further than page 1

Secondly,  the risk of patient and public misinformation is high. Patients rely on Google to deliver the truth, but some nefarious providers can game the system. We can clearly see this with pharma companies who rage an ongoing war against generic drug manufacturers that use dodgy SEO tactics to capture users. 

What can SEO achieve? A well-executed and audience-driven SEO strategy can secure you a high ranking, drive organic traffic to your website, and establish your brand as a credible and trustworthy source of healthcare information. If patients and the public see your website consistently appearing at the top of search results, they’ll have confidence in your brand, business, and service.

Investing in SEO isn’t a one-off spend, but an ongoing process that must be driven by strategy.  Search engine algorithms are constantly evolving, and staying up-to-date with the latest SEO trends and best practices is crucial to staying high in SERPS. 

Despite the importance of SEO in healthcare, many don’t have a dedicated team or department – which is a risk. The solution?vBy partnering with a reputable healthcare SEO agency, you can optimise your site and ensure it delivers the best information for patients and the public, today and tomorrow.

Does the NHS need SEO?

The NHS is arguably the world’s most trusted brand, and it’s certainly the UK’s most trusted brand. This works in the favour of the NHS in search results, as you have a natural advantage over commercial businesses. This works for existing Trusts or organsiations with an established profile and digital presence, but new healthcare services (a new GP surgery, dental practice, pharmacy, walk-in centre, urgent care centre, or hospital) should consider SEO when creating websites and optimising existing ones.

We’ve written a detailed post about winter pressures and one of the ways the local NHS can support its population is in signposting where patients can access care at the right time and right place. Optimising new and existing website content is a critical activity to ensure patients receive the best information about where to access healthcare, appropriate local services, and 

If you’re looking for an incredible example of how SEO and great content work together, check out the NHS website. Its simple and clear UX is perfect for all patients. It’s fast and easy to navigate, and the information is well-structured and clearly written. It’s perfect for patients and search engines. 

We’re not going to labour the point, but if you want to learn more about the power of content read our healthcare content marketing guide

Key factors to consider when working with a healthcare SEO agency

Can you do SEO on your own? Absolutely. You’ll find the NHS and healthcare organisations have access to skilled and experienced digital marketers who can do a lot of this work themselves. 

But do they want to?

Resources are righter than ever for any business, and while you can get your in-house team to take on some of the digital marketing load, it’s easier to work with a specialist healthcare SEO agency like 42group.

We’re going to help you in your search. When choosing a healthcare SEO agency, there are several key factors you should consider:

Check out the agency’s healthcare sector experience

Healthcare is unlike any other sector in the UK. The challenges of working for and with the NHS are massive – and you’ll need an agency that can navigate this complexity. SEO strategies vary across different industries, and a healthcare-specific agency will have a deep understanding of the unique challenges and regulations that healthcare businesses face. Look for an agency that has a proven track record of success in working with healthcare clients and delivering measurable results – and ask them to share these with you.

One of the key challenges for SEO is developing a picture of your audience. Specialist healthcare agencies like 42group can create SEO strategies that target relevant keywords, optimising your website in a way that resonates with patients and complies with all regulations regarding pharma products, medical advice and more.

Another benefit of working with an agency that has worked with healthcare clients is access to a network of industry contacts and resources that can be leveraged to benefit your business. This is important in the link building process that can help boost your website online. 

Range of SEO Services Offered

SEO isn’t one activity but an integrated plan of action to boost your website online and increase your digital presence. You’ll need an agency that can support you with keyword research, website optimisation, content creation, and link building. As a Google Partner, we do all this with a deep knowledge of how the search engine giant works, which means all work we do protects your business and its reputation.  

Content creation is a crucial aspect of SEO. An experienced healthcare SEO agency like 42group can create engaging and informative content that not only attracts search engine traffic but also resonates with your target audience. Trust us, this isn’t quick or easy. It takes a deep understand of the pain points and motivations of your audience, and involves just as much listening as writing.

Ethical link building is an essential component of any SEO strategy. A healthcare SEO agencylike 42group has the knowledge and resources to build high-quality backlinks from reputable healthcare websites, directories, and other sites that will boost your ranking. Generating backlinks in a positive and ethical way is key to boosting your ranking, but you’ll want to work with an ethical agency like 42group that doesn’t buy links from the black market. Doing so can have a negative impact on your website, including Google penalties which can hit your ranking position.

How does the agency approach SEO Strategy

Every SEO agency has its own approach to strategy development and implementation – the key is to find one that suits your organisation. We’ll be honest and say that SEO agencies haven’t always had the best reputation, and that’s fair – but not all companies use dodgy tactics to help you grow online. 

If you’re working with a partner, it’s crucial to choose an agency that aligns with your business goals and values. Look for a partner that takes a data-driven and patient-centric approach to SEO, delivering content and making changes that improve the experience. The results can take time to come through, but investing in a long-term strategy is what successful SEO looks like.

We talk a lot about being “data-driven” – but what does that mean? A data-driven approach means we use analytics and metrics to make informed decisions about your SEO strategy and changes we can make to improve it. 

For the partners we work with, we regularly monitor and analyse website performance, making adjustments as needed to improve its visibility and drive more organic traffic. This influences the type of content we produce, including length, style, and tone of voice. We (and Google) prioritise content that addresses the needs and concerns of potential patients, positioning your healthcare organisation as a trusted source of information.

You’ll want to know your investment is getting results, so take the time to understand the agency’s SEO metrics and reporting. A good SEO agency will provide regular reports detailing the progress of campaigns with reports covering key metrics such as website traffic, keyword rankings, and conversion rates. This information should be provided regularly (monthly is reasonable) and should be accessible by anyone, regardless of their knowledge or experience with SEO.

Choosing a suitable healthcare SEO Agency

At 42group, we are healthcare specialists with over 20 years’ experience working with healthcare orgaisations including the NHS, pharma, academic and research, and medical device manufacturers. We’ve built our reputation on delivering strategic SEO activities that deliver lasting impact and ranking improvements. We’re happy to tackle the technical, but we’re all about building human connections. 

Want to chat with a specialist healthcare SEO agency? We’re here when you need us

In this article, we’ve pulled together 50 ways that NHS organisations can improve their communications, content, and website performance this winter. OK, so you’re likely to be doing a lot of this already, but if at least one of these campaign ideas helps you, then it’s worth the time you’ll spend reading this blog. 

Where have these ideas come from? At 42group, we’re healthcare digital marketing experts with over 20 years’ of experience working with the NHS, third sector, healthcare providers, and pharma companies. While we’re not going to give away all our secrets, here are 50 ways you can improve your communications and campaigns this winter.

Winter pressures campaign ideas

We know (from experience) that there’s likely to be a national NHS campaign with shared resources, messages, and creatives. That’s overwhelmingly positive, and every comms manager should stick to the brand guidelines, but you’ll also have the freedom to work with your own population and patient groups to create a campaign with impact. 

Here are (checks notes) 24 NHS winter pressures campaign ideas to help you connect with your audience:

  1. Build social media campaigns around a hashtag with meaning: Launch a hashtag campaign (e.g., #WinterWellness) to share tips on staying healthy and avoiding unnecessary ED visits. 
  2. Bring content to life using Canva: Use Canva to create infographics and short videos to explain when to use ED/A&E compared to other services like urgent care or GP out-of-hours. Be creative and develop materials that support national marketing materials.
  3. Build your email newsletter: Send out regular newsletters to patients with updates on service availability, wait times, and alternative options for non-emergency care. You can work with third-sector organisations to share information and extend your reach. Base content around your hashtag and campaign.
  4. Create an educational video series: If you’ve got an iPhone or modern Android phone, you’ve got a TV studio in your pocket. Why not produce a series of videos featuring healthcare professionals discussing how to manage common winter ailments at home? Host them on YouTube and share on social media to increase your reach.
  5. Website updates: Have a dedicated winter care section on your NHS website with live updates, advice, and FAQs. Update this every day with status information and advice for patients and people visiting healthcare settings.
  6. Host virtual Q&A sessions: Host live webinars or Q&A sessions with doctors and nurses to answer common concerns and educate on appropriate ED use. This can all be done with free software and a mobile phone mount. 
  7. Push to the third sector: Collaborate with local charities, faith groups, community centres, and pharmacies to distribute flyers and posters with information on accessing healthcare services during winter. While most will be mandated to do this, engaging them personally is a great way to make a positive impact.
  8. Engage in-app notifications: For those registered with NHS apps, send push notifications with tips on staying healthy and updates on service pressures. Work with GPs to see if they can share crucial messages with their patients if/when winter pressures escalate.
  9. Establish local radio and newspaper partnerships: The death of local media has been overstated! If you’ve got great content, establish partnerships with local media to broadcast, publish, and promote messages about ED usage and alternative healthcare options during peak times. Don’t just send a press release; be sure to hit the phones and connect with journalists. Share case studies and patient stories to get the biggest impact.
  10. Interactive online tools: This will require some investment, but you can create an online symptom checker to guide patients to the most appropriate service for their needs. Alternatively, you can promote existing resources that patients might find useful. In Bristol, that’s the amazing HANDI app, which you can download here.
  11. Text messaging partnerships: Use SMS updates to inform patients about peak times, vaccine reminders, and tips for self-care during the winter months. While most of us are using Whatsapp and other messaging platforms, some of your core audience prefer traditional channels, so use them.
  12. Influencer partnerships: Engage local celebrities or influencers to spread awareness about the appropriate use of ED services during winter. When we talk about celebrities, we’re not talking about Kardashian-level influencers, but the cast of your local panto, sports teams, or radio and TV presenters can help boost your messaging.
  13. Patient advocacy collaboration: Work with patient advocacy groups to co-create materials that speak directly to patient experiences and concerns. Using genuine patient voices can amplify every campaign and bring it to life in a way that creatives generated by an agency just can’t.
  14. Staff training: Ensure all staff are trained to provide consistent messaging about winter pressures and service options. Provide staff with some key messages about how to talk about winter pressures where people can access information and support.
  15. Social media waiting room boards: Use social media channels to show real-time information about wait times and alternative care options. This has long been the dream for NHS comms, and while it can’t be entirely accurate, you can provide people with a feel for how the A&E department is functioning.
  16. Interactive workshops: Get out there and meet the people! Hold workshops in community centres teaching practical health skills, like basic first aid and when to seek medical help. There’s an investment here, but you can use the opportunity to capture social content, create videos, and capture case studies.
  17. School programmes: Access the incredible potential of pester power! Partner with schools to educate children and parents on winter health risks and the correct use of healthcare services. You can supply information to schools about how to keep safe and how and when to access emergency services.
  18. Public transport advertising: You’re going to need some cash for this (and it may already be part of the overall marketing plan for your area), but placing informative ads on buses, trains, and in stations about accessing the right care at the right time can have a real impact. Make ads simple with a single message and CTA. Don’t overcomplicate things. 
  19. Encourage employee advocacy: Support staff to share accurate information within their social circles, both online and in person. The reach of this can be massive, with many of us in social groups that cover cities and towns.
  20. Create local healthcare service maps: We always assume people know where to go for treatment, but tourists, travellers, and those new to a city (like students) may not and defer to A&E. Distribute maps that show the locations of alternative services to the ED, like walk-in centres and urgent care clinics.
  21. Build partnerships with local businesses: Work with local businesses to include health service information in their establishments and on shopping bags, receipts, etc.
  22. Engage high-risk groups: Develop targeted messages for elderly or at-risk populations, possibly in collaboration with organisations and charities that serve them.
  23. Frequent myth-busting posts: Address common misconceptions about the ED and healthcare services during winter on all communication channels. Use your blog or news section to host posts and promote them across all your social channels to maximise reach. Be sure to recycle posts regularly to give them the best chance of reaching patients and local people.
  24. Create multi-language materials: Ensure all materials are available in the languages most commonly spoken in the community. Work with faith groups, local leaders, and other influential figures in local communities to build relationships and share messaging.

Website optimisation & SEO for winter pressure campaigns

The NHS hasn’t always been the best at maximising its assets and extending its reach to the population through SEO. But things are changing, and that’s highly positive. Here are 14 ways you can improve your processes to engage patients and local people from the Google Partner team at 42group.

  1. Build a dedicated winter health hub: Create a specific section or microsite focused on winter health advice, which can be frequently updated to stay relevant and authoritative in search engines. Make it hyper-local to avoid clashing with existing national resources or materials. Be sure to link this to your social campaign and hashtags.
  2. Create regular seasonal blog posts: Publish regular blog content addressing common winter health concerns, offering prevention tips, and information on when to seek medical help. Use relevant keywords to improve search rankings. Aim to write posts with authority, of around 2000 words or more. Focus on specific advice, mention local services, and help people make the best choices.
  3. Local SEO optimisation: Ensure local listings are updated with winter service hours and information so patients can find the correct information quickly via local search. You can post blogs on Google My Business, too, which can increase search relevance and engage those people searching for your services.
  4. Landing pages: Develop landing pages for common winter conditions, such as flu or colds, optimised for keywords related to symptoms and treatments. These can be very specific (Where to get treated for a cold in Bristol, etc.). Need some inspiration? Use Google Keyword Planner to identify common search terms, or crowdsource through social media (or do both).
  5. Build an FAQ section for winter ailments: A comprehensive FAQ section addressing common winter concerns can capture a lot of long-tail search queries. It’s also great for your readers too.
  6. Invest in video content: OK, we mentioned this above, but creating informative videos on winter health tips and embed them on your site. Videos appear in search results and can drive traffic, as well as being easier to engage with and understand for some than long-form written content.
  7. Schema markup for events: This is a technical thing, but using schema markup for any winter-related healthcare events or clinics enables search engines to display this information directly in search results. Here’s a helpful guide on how to do this from Google
  8. Voice search optimisation: In 2023 and 2024 you need to optimise content for voice search. How?By including conversational keywords and phrases that people may use when speaking to digital assistants. This is a massive growth area and something you should consider throughout your digital channels.
  9. Service area pages: Create pages that specifically target the regions your healthcare organisation serves, focusing on how your services can address winter pressures in those areas. These could be hyper-local landing pages for specific geographic areas (in Bristol, for example, we could group Clifton and Redland together and create a healthcare guide for local residents).
  10. Build links with local organisations: Collaborate with local health advocacy groups, businesses, and educational institutions to build backlinks to your winter health hub. This is all about improving SEO and building local search volume.
  11. Encourage user-generated content: Source reviews and testimonials from patients about their winter healthcare experiences to create unique, relevant content for your site. Get users to post across social channels and link to your content, landing pages, and health hub.
  12. Embrace analytics and adjustments: Use web analytics to understand how users are interacting with your winter-related content and make continual improvements to optimise the user experience and search visibility. You can check out the pages and content that’s succeeding in search engines and connecting with your audience and produce more of it.
  13. Use PPC to connect with patients: Google Ads (and Facebook Ads) are an effective tool to get your message out to the local population. It costs a fortune, right? Non-profit organisations can access a grant that makes advertising free. Contact us to learn more.

NHS PR campaign ideas for winter

We’ve focused on campaign ideas and SEO optimisation, but traditional PR is still effective in reaching your audience. In fact, during the cold winter nights, most of us are wrapped up under a blanket reading our phones, listening to the radio, or watching TV. Traditional press releases can still work, but you need to get proactive and a little pushy to engage journalists. Here are some proven PR ideas you can use.

  1. Winter preparedness series: Partner with local news outlets for a series of informational segments on preparing for winter health-wise, including how to manage chronic conditions and prevent common illnesses. This is a hard sell, but if you can provide them with content – and connect them with case studies and clinicians – it can work really well.
  2. Celebrity endorsement: Engage a well-known public figure to help communicate the importance of using NHS services wisely during winter. Like we’ve mentioned before, you’re not going to get A-list support, but local press consumes content like this. Sports teams are always open to ideas. Don’t just get a quote and add it to a press release, get your celebrities to share their experiences or to do something quirky or original.
  3. Community healthcare forums: Host educational events in the community discussing health issues prevalent in winter and the appropriate NHS services to use. Bringing local groups together is a great way to generate content and get some press interest.
  4. Healthcare worker profiles: Showcase stories and daily challenges of NHS staff during winter to build empathy and understanding about the pressures on the system. Find staff at all levels who are happy to share their stories about the challenges they face working over winter.
  5. Strategic partnerships: Collaborate with local gyms, supermarkets, and community centres and leverage their reach to extend yours. Find innovative ways to engage local businesses to build a combined campaign that has the power of two press offices.
  6. Social media takeovers: Have healthcare professionals take over your organisation’s social media accounts to share tips and advice on managing health during winter. You can do this as a Q&A or just give them the keys and let them get on with it.
  7. “Myth-busting” campaign: Address common myths around hospital services during winter, such as wait times and availability, with factual information. This is a great way to challenge local media, and get them to share your messages.
  8. School engagement programmes: Develop informational programs for schools to educate children on when to use NHS services and basic winter health tips. This can form the basis of a great media package. Everyone loves seeing kids at Christmas, right?
  9. Corporate wellness partnerships: Work with large employers to share information and resources that can help keep their workforce healthy and reduce the strain on NHS services. How can this work for local media? Why not target big employers or key workers like those at the Post Office or Council? This can double the interest of media organisations who love this sort of thing.
  10. Healthcare professional op-eds: Write opinion pieces from the perspective of NHS staff for local newspapers or health blogs, outlining the importance of responsible service use. We’ve had success in the past with a regular column in a paper where a healthcare professional (in this case, a nurse) provided a weekly column. As well as in print, it appeared online, where it helped to educate and inform all readers.
  11. Winter health challenge: Start a community health challenge focused on preventive measures, like maintaining an active lifestyle and proper nutrition during winter. You could identify a core group and track their progress, providing ongoing interest for the media and your core audience.
  12. Interactive online Q&A sessions: Organise live Q&A sessions with healthcare professionals on social media to answer questions about winter health concerns. This won’t work for TV, but you can ask local radio to feature it or even invite your guests into the studio for a discussion. If there’s one thing local radio loves, it’s an expert Q&A.

42group: Your agency partner for winter pressure campaigns

At 42group, we’ve worked with NHS organisations across the UK, as well as leading charities and third-sector organisations, to help them educate and inform patients and the local population. Our final tip for 2023 is to contact us if you want help with your content, SEO, PPC, or PR. 

Get in touch today, we’re here to help.

 At 42group, we’re experimenting with AI and exploring how it can help us become better marketers and deliver more for our clients and the people they work with. In this blog, we’re going to illustrate some of the ways we’re currently using AI and how it could be applied to your healthcare organisation (or any other organisation with a societal purpose).

1. Create content ideas

Content is king for every business, but it’s even more critical in healthcare, where information can play a critical role in patient decisions. 

AI can only help in creating personalised and relevant content. You can use tools like ChatGPT and select from the plugins on a marketplace AIPRM to help you bulk-create content ideas. You can use the software to identify keywords, key themes, and even suggest article titles. 

The current crop of AI solutions works on a historical data set, so it’s not up to date (although this is changing). It’s also fully automated, so the results are pretty average, but every now and then it’ll find an angle you’ve not considered or explored before. And that’s often where the gold is in content generation,

Let’s take the example of a pharma company launching a new drug. We can use AI to analyse the millions of pages online to identify the key questions patients want answered. As long as we consider 

You’ll see some organisations using AI to generate educational materials, write blog posts, and craft social media updates. Personally, we believe this is a job that’s best left with the professionals, but it’s an option if your only goal is boosting your SEO.

2. Optimising user experience with chatbots and virtual assistants

At 42group, we’re not website builders but we’ve seen some incredible applications of AI-powered chatbots and virtual assistants. They’re simple to integrate and easy to use and can provide users with rapid access to answers to their questions. 

Chatbots won’t replace human interactions, but they can help deal with some resource-intensive, but easy-to-solve queries that can upset or frustrate users. 

You can check out this list of the best chatbots for 2024 here

3. Building campaign posts

Let’s say your business has just written and published a 5,000-word whitepaper, and you’re searching for content ideas. You can now use AI to analyse a document and identify key themes to build social posts. 

Social media is transactional and posts are ephemeral, which marks them perfect for AI. Tools like adcreative.ai enable you to create entire social posts for every campaign across all social channels, including Facebook, X (formerly Twitter), Instagram, and LinkedIn. 

We’ve tried and tested these tools, and the results are great around 50% of the time. Is it worth it? Every organisation should consider trialling AI to see if it can bring benefits but always keep humans in the loop at every stage.

4. Creating customer personas

Personas are the basis of any great marketing campaign, but who has the time to scour through millions of pages of online content to find the insights you need? AI, that’s who.

Tools like UXPressia and Delve will take some basic details about your core audience and use AI to generate personas. You’ll learn who these people are, what motivates them, and their paint points. It will even generate a photo. All the custom fields can be edited and updated to reflect your reality, not that of the AI world.

Our rules on how to use AI to improve digital marketing

Ai has huge potential to make simple tasks easier. But, rather like a powerful drill or other piece of heavy machinery, a lack of care can cause massive damage to you, your business, and your reputation.

So, how does 42group do it?

When we use AI we do so within strict parameters, and it’s always with a human in the loop. We don’t take anything AI says as accurate but check every post, persona, keyword idea, or content suggestion. 

We use AI as a way to support our content and digital marketing experts rather than replace them. That’s the most appropriate and (at least for now) realistic way to use AI. 

When will AI deliver results for digital marketers?

The opportunities AI presents in healthcare digital marketing are massive, but today, the tools are in their infancy and aren’t always accurate. If we use AI tools, we do so consciously with an understanding that all outputs will require the insight and expertise of a human. Machines won’t be replacing high-quality digital marketers like the 42group team anytime soon, but they can help us achieve more for every one of our clients – and that’s something we 100% support. 

All industry experts will tell you that content marketing has become an essential strategy for businesses of all sizes and industries. Why? Because a steady stream of content engages your audience, satisfies algorithms, and boosts your brand. 

Content is one of the most important digital marketing tools, and when used well, can deliver a clear ROI.S 

What is content marketing (and why does it matter)?

Let’s start with the basics. Content marketing describes the process of creating and distributing valuable and relevant content to attract and engage a clearly defined target audience. 

Unlike advertising, content marketing aims to educate, entertain, or provide value to consumers instead of directly promoting a product or service. It’s less about the hard sell – and more about information, education, and engagement. 

Of course, with search engines so important to the world, content marketing plays a pivotal role in establishing a strong online presence and effectively reaching and connecting with potential customers. As consumers become increasingly savvy, traditional advertising methods are losing their effectiveness. Content marketing fills the void and enables your business to engage customers in a more authentic and meaningful way.

But it only works if the content you create adds value. Publishing yet more junk content won’t work. 

Content marketing isn’t just about creating random pieces of content; it requires a strategic approach that’s built around your audience. Every piece of content should have a purpose, and align with your target audience’s interests, needs, and preferences.

We call this building human connections, and it’s critical to great content. 

One of the key benefits of content marketing is its ability to build trust and credibility. When businesses consistently provide valuable and informative content, they position themselves as industry experts and thought leaders. This builds trust with your audience, making them more likely to engage with the brand and consider its products or services. Even if they don’t buy a product, fill out a form, or engage in your service today, they’re more likely to do so when they need it (or that’s the theory, anyway).

This blog, for instance, is an asset that we (at 42group) hope will generate value over time. The content we create (and give away for free), like our comprehensive guides or informative articles, generates organic traffic and provides value to readers for months or even years after its initial publication. This is an asset for our business and our existing and future customers.

Want even more benefits? Content marketing can also help build a sense of community and encourage audience interaction. How? By doing something different with content. Businesses need to develop content that’s original and showcases their brand’s unique personality and values. It’s something we help clients of all sizes to achieve, you can see the results here.

Is content marketing worth the investment?

Content marketing can be a cost-effective strategy compared to traditional advertising. While traditional advertising often requires significant financial investment in ad creatives and placements, content marketing can be done with a smaller budget. 

By focusing on creating high-quality and engaging content, businesses can achieve a higher return on investment and reach a wider audience without breaking the bank.

Sound good? That’s not the only benefit….

The Benefits of Content Marketing

Content marketing is a strategic approach that businesses use to increase brand visibility and awareness. By creating and sharing valuable content across various online platforms, businesses can effectively reach their target audience and establish themselves as industry experts.

Increasing Brand Visibility and Awareness

One of the key benefits of content marketing is its ability to increase brand visibility and awareness. When businesses consistently provide quality content that addresses their target audience’s pain points and interests, they position themselves as trusted sources of information. This not only helps attract a larger audience but also builds credibility and trust with potential customers.

Does it work? Check out how we helped Flowrite boost its reach online and secure millions in funding.

By leveraging content across multiple platforms and channels like social media, blogs, and industry forums, businesses can reach a wider audience and expand their brand’s reach. Through strategic content distribution and promotion, businesses can ensure that their message reaches the right people at the right time.

You can achieve this alone, but it’s often more effective working with a digital marketing agency like 42group.

Building trust and credibility with your audience

Trust is the foundation of any successful business relationship, and it’s often hard to achieve. The good news is that content marketing enables businesses to build trust with their audience by delivering valuable, informative, and unbiased content. 

By consistently providing valuable insights and solutions to their audience’s problems, businesses establish themselves as trusted authorities in their industry.

When businesses create content that educates, informs, and entertains their audience, they are more likely to gain their trust and loyalty. By addressing your audience’s pain points and providing practical solutions, businesses can position themselves as problem solvers and experts in their field.

Sound good? It’s only the start of the benefits of content marketing.

Driving traffic and conversions

Content marketing is a powerful tool for driving traffic to your business website and converting visitors into customers. How? When businesses create high-quality content, they increase their chances of ranking higher in search engine results, attracting organic traffic. (That’s SEO to you and me.)

By optimising content for relevant keywords and incorporating effective SEO strategies, businesses can improve their website’s visibility in search engine results pages. This, in turn, leads to increased organic traffic and a higher likelihood of attracting potential customers. 

The benefits don’t end when your customers are on your site. Content marketing also plays a crucial role in converting visitors into customers. By providing valuable resources and compelling calls to action within their content, you can guide visitors towards making a purchase, getting in contact, or clicking to learn more.

While we’re primarily talking about blog posts, engaging videos and interactive infographics are always effective ways that businesses can leverage content marketing to nurture leads and move them further down the sales funnel. 

Ultimately, by delivering valuable content that addresses their audience’s needs and desires, businesses can increase their conversion rates and drive revenue. 

The return on investment of content marketing

Content marketing has become an essential strategy for businesses that want to establish a strong online presence and engage with their target audience. However, determining the return on investment (ROI) of content marketing efforts is crucial to assess the effectiveness of the strategy. 

Tracking key performance indicators such as website traffic, conversion rates, social media engagement, and lead generation allows businesses to measure the impact of their content marketing initiatives and make data-driven decisions.

Website traffic is one of the most important metrics to consider when evaluating the ROI of content marketing. By analysing the number of visitors to a website and the pages they visit, you can establish the effectiveness of their content in attracting and engaging their target audience. Over time you should be able to see the content is resonating with the audience and driving interest in your brand, product, or service.

Conversion rates are another crucial factor in measuring the ROI of content marketing. A high conversion rate indicates that the content is not only attracting visitors but also persuading them to do what you want them to do – like making a purchase or filling out a form. 

Depending on what you’re using content for, lead generation is another key indicator of the ROI of content marketing. By analysing the number of leads generated through content marketing efforts, businesses can determine the effectiveness of their content in capturing the attention and interest of potential customers. 

Long-term benefits of consistent content marketing

Consistent content marketing goes beyond just measuring the ROI. It creates a lasting – and positive – impact on your online presence and overall success. By regularly producing helpful and relevant content, you can establish your business as an industry thought leader and earn the loyalty and trust of your audience.

Over time, consistent content marketing can lead to a continuous stream of organic traffic. When businesses consistently provide valuable content, search engines recognise their authority and relevance, resulting in higher search rankings. This increased visibility drives more organic traffic to the website, allowing businesses to reach a wider audience and attract potential customers. It’s a win, win situation. 

Repeat business is another long-term benefit of consistent content marketing. By consistently delivering valuable content to their audience, businesses can build a loyal customer base. When customers find value in the content provided by a business, they are more likely to return for future purchases or engage with the brand on an ongoing basis. This repeat business not only increases revenue but also strengthens the relationship between the business and its customers.

None of this happens in the dark. Measuring the ROI of content marketing is essential for businesses to evaluate the effectiveness of their strategies. Tracking key performance indicators such as website traffic, conversion rates, social media engagement, and lead generation provides valuable insights into the impact of your content marketing strategy. It all adds up to long-term success.

How to strategically invest in content marketing

To be successful, content marketing must be strategic. We’ve written a lot about this topic before, but here are some content marketing strategies for success.

Setting goals for your content marketing strategy

Before investing in content marketing, you have to define your goals and objectives. Setting specific, measurable, attainable, relevant, and time-bound (SMART) goals ensures that the content marketing strategy aligns with overall business objectives and enables effective tracking and evaluation of results.

Allocating budget for content creation and promotion

Creating high-quality content requires time, effort, and resources. It is essential for businesses to allocate a budget for content creation, ensuring that they have the necessary resources to consistently produce valuable content. Additionally, businesses should also dedicate a portion of their budget to content promotion to reach a wider audience and maximise the return on investment.

Our advice is to work with an agency rather than trying to do this yourself.

Evaluating and adjusting your content marketing strategy

Lastly, it is vital for businesses to regularly evaluate and adjust their content marketing strategy. Monitoring key performance metrics and analysing the effectiveness of different content types and distribution channels helps businesses identify areas for improvement and optimise their content marketing efforts for better results.

Why aren’t you investing in content marketing?

Content marketing offers numerous benefits to businesses, including increased brand visibility, trust-building with the audience, and driving traffic and conversions. 

By understanding the basics, measuring ROI, and strategically investing in content marketing, businesses can establish a strong online presence and stay ahead of the competition in 2024.

Do you ever struggle to find content ideas to power your SEO? You’re not alone. Even the more experienced writers can lack inspiration. The solution? A strategically-led SEO content calendar created in partnership with your digital marketing team.

In this article, we will guide you through creating an awesome content calendar that will drive results for your business and power your SEO efforts.

Why you need a content calendar

We’re writers and love words, but a bold and colourful content calendar is beautiful. A content calendar provides a clear overview of your content schedule. It provides a snapshot of all planned activities across all content channels (your blog, social channels, and external publications). 

A social calendar enables you to plan and use content strategically. You can ensure a broad range of content aligned with your digital marketing objectives. A content calendar can also give critical stakeholders oversight, giving them a clear picture of all content activity.

Creating a content calendar also helps every team to stay organised. Large teams will find that a content calendar can save time and ensure you don’t miss any important dates or events relevant to your business. 

The content calendars we will discuss later in this article all have a visual interface, making it easy to see a snapshot of all content activity. This can increase collaboration among team members and facilitate closer working between your content production team and SEO experts. As well as being highly visible, the best content calendars are accessible, enabling anyone in the digital marketing team to add content ideas and update on progress on a computer, tablet, or phone.

Ten reasons why your business needs a content calendar

If you already have a content calendar in your business, move on to the next section. If you’re still not convinced about having a content calendar (or have to convince internal stakeholders why you need one), here are ten reasons.

  1. A content calendar can help you stay organised and maintain consistency in your content marketing approach.
  2. You can plan your content, giving your content team enough time to research, create, and promote all content.
  3. Visually laying out content helps you strategically use content and ensure that it aligns with your content marketing objectives and target audience.
  4. You can spot gaps in content and channel opportunities much more manageable when things are planned on a visual grid.
  5. Content calendars can be incorporated into your analytics process, enabling you to track the performance of your content and make more informed and data-driven decisions.
  6. Over time, you can build a content library that can be repurposed, reused, and refined for future use.
  7. Collaborate more effectively with your team members and stakeholders;
  8. Content calendars are an easy-to-use and simple-to-understand way to capture your digital marketing activity. It can be shared with key stakeholders, who will appreciate its simplicity.
  9. If you use content calendar software (like Asana or Monday, for example), your digital marketing team can access it 24/7, powering greater communication and collaboration.
  10. Content calendars can make your digital marketing team and content producers work more efficiently, saving time and money – big selling points as budgets get tighter.

A content calendar isn’t just a calendar; it can become a vital resource that powers your entire digital marketing strategy. Bold claims, but a good content calendar can boost your business and bring clarity to SEO efforts. How? Let’s take a deeper look into the role of a calendar in content marketing and SEO.

The role of a calendar in content marketing and SEO

A content calendar is a vital tool for marketers to plan, execute, analyse and refine all content activity. 

Most people think of a content calendar as a list of blogs, but it should incorporate much more information than that. At 42group, our content calendar includes details of all content we publish on behalf of our clients, including online articles, social posts, content on external sites (to generate backlinks) and (if it’s part of our offer) press releases and PR activity.

Try collating all that on paper, and you’ll quickly encounter problems. Instead, we use software to help us manage it (something we’ll explore later in this blog).

Here are some of the benefits that the team at 42group get from using a content calendar:

Choosing the right content calendar

Search online, and you’ll see a huge range of digital calendars available. Do you have time to assess each one? No – so we’ve done it for you. 

Our advice is to sit down with your team and sketch out the functionalities that you feel are most important. It’s also worth crowdsourcing opinions from the team on content calendars they’ve used before and are familiar with. If there’s a tool most of you are familiar with, it can 

These are just a few of the hundreds (thousands?) of content calendars available. Check out the market, read some reviews, talk to colleagues and friends, or take advantage of the free trial offers and give it a go yourself!

How do I create a content calendar in Excel?

We work with several external clients who cannot use the software above, but we need a shared content calendar. We have used Excel and Google Sheets to create content calendars that provide a visual breakdown of activity. OK, so it’s not as effective or easy-to-use as the content calendars above, but it works.

We’re going to create a blog on how to create an Excel content calendar with a free template, which we’ll link to here. (So watch this space!)

SEO content with impact

That’s what we do – and it’s all powered from our SEO content calendar. We hope this article has helped you understand the impact that an SEO calendar can have on your business and your search engine performance.  Want more SEO tips? Check out our answers page.

Searching for an SEO content agency? Get in touch today. The answer is 42.

Get in touch

Specialist healthcare digital marketing agencies like 42group have the knowledge and experience to help healthcare businesses thrive online. We’ve worked with healthcare leaders in the UK, Europe and the USA – and have learned lessons that can support your procurement processes and agency selection.

Let’s assume you’re a healthcare business searching for an agency. Just how do you find the right agency for your specific needs? In this article, we will explore the key factors to consider when selecting a healthcare digital marketing agency – with a helpful tracklist to support your selection process.

Understanding the importance of digital marketing in Healthcare

Before diving into the process of choosing a healthcare digital marketing agency, it’s important to understand what digital marketing is and why it’s essential for healthcare businesses. 

In today’s highly connected world, patients are turning to the internet to find healthcare providers, research medical conditions, and seek advice. This means that having a strong online presence is no longer optional – it’s a necessity. Businesses that invest in building an online presence are more successful at engaging new customers, retaining existing clients, and satisfying audiences.

When we talk about digital marketing, we’re using a broad term that encompasses a range of strategies and tactics that can help healthcare businesses reach their target audience, build brand awareness, and drive patient engagement. 

Digital marketing covers a huge range of activities, from search engine optimization (SEO) to social media marketing and content creation. Healthcare organisations need to develop an integrated digital marketing strategy that combines activities across all channels to drive impact.  Digital marketing offers numerous opportunities for healthcare professionals to connect with patients and establish themselves as the trusted source of information, advice, guidance, and support for every audience.

The role of digital marketing in the modern healthcare system

Digital marketing has revolutionised the way healthcare businesses and systems operate. The internet and social media enable organisations to reach a wider audience and engage with patients in new and meaningful ways. By leveraging online platforms and technologies, healthcare companies and providers can communicate directly with patients, provide educational resources, and promote their services.

What can this achieve? It can help to educate patients on where to go for treatment, reducing the pressure on the NHS. It can help build online communities to support the launch of a new medical device or drug. It can help build a case for change and support transformation within the NHS and outside it.

Digital marketing channels like websites, social media, and advertising (PPC) healthcare businesses collect valuable data and insights about their target audience. By analysing this data, healthcare professionals can tailor their marketing efforts to better meet the needs and preferences of their patients, ultimately improving patient satisfaction and outcomes.

Key benefits of digital marketing for healthcare businesses

Digital marketing isn’t a one-off activity but an ongoing process that’s driven by a shared and targeted strategy. This strategy defines your audiences, identifies the key channels, provides a calendar of activities and defines the analytics that will measure your impact and success.

There are several key benefits that healthcare businesses can enjoy by implementing an effective digital marketing strategy. First and foremost, digital marketing allows healthcare professionals to reach a larger audience than traditional marketing methods. With billions of people using the internet daily, the potential reach and exposure of online marketing far surpasses that of traditional methods such as print ads or billboards. 

Digital marketing allows for more targeted and personalised messaging. By utilising data and analytics, healthcare businesses can segment their audience and deliver tailored content that’s based on their experiences, demographics, location, and other key characteristics. NHS organisations, for example, can use digital marketing techniques to directly target their local population with messages about services, helping them to make better-informed choices of where they go for care. This level of personalization not only enhances the patient experience but also improves the effectiveness of marketing campaigns.

Digital marketing also offers a higher return on investment (ROI) compared to traditional marketing methods. With digital marketing, businesses have the ability to track and measure the success of their campaigns in real-time, Campaigns can be adjusted and optimised, ensuring they’re always delivering a return. This level of transparency and accountability ensures that marketing budgets are being spent wisely and generating tangible results for all stakeholders.

Essential qualities to look for in a healthcare digital marketing agency

Now that we’ve explored the critical importance of digital marketing in modern healthcare let’s explore the key qualities to look for when choosing a healthcare digital marketing agency. Assessing each agency against these qualities will ensure that you find a partner that understands your specific needs and can deliver the results you’re looking for.

Expertise in the healthcare sector

Start by assessing just how confident and capable your agency partner is in healthcare. Do they have examples of work? What campaigns have they worked on, and with? Can they demonstrate results and impact?

When selecting a healthcare digital marketing agency, it’s crucial to find one that has expertise and experience in the healthcare industry. The healthcare sector is unique with its own set of regulations, ethical considerations, and patient expectations. An agency like 42group that specialises in healthcare marketing will be familiar with these nuances and be able to navigate them effectively, ensuring compliance and building trust with patients.

Ask potential agencies about their experience working with healthcare clients and inquire about any specific success stories or case studies they can share. This will give you a sense of their industry knowledge and their ability to deliver results in the healthcare space.

Proven track record in digital marketing

While industry expertise is important, it’s equally crucial to find a healthcare digital marketing agency with a proven track record in digital marketing. Look for an agency that can demonstrate its ability to drive results and deliver on its promises.

Ask for references and testimonials from past and current clients. Reach out to these references and inquire about their experience working with the agency. Did they see a significant improvement in their online visibility and patient engagement? Was the agency responsive and proactive in its approach? These testimonials will provide valuable insights into the agency’s capabilities and credibility.

Understanding your specific business needs

Every healthcare business is unique, with its own set of goals, target audience, and competitive landscape. It’s essential to choose a healthcare digital marketing agency that takes the time to understand your specific business needs and tailor their strategies accordingly.

During the selection process, look for agencies that ask in-depth questions about your business objectives, target audience, and current marketing efforts. This demonstrates their commitment to crafting a customised strategy that aligns with your goals and maximise your return on investment.

Evaluating the services offered by digital marketing agencies

Once you have narrowed down your options to a few healthcare digital marketing agencies that meet the above criteria, it’s time to evaluate the specific services they offer. While every agency will differ in the exact services they provide, there are a few key offerings that you should look out for.

Website optimisation

A well-designed and user-friendly website is the cornerstone of any successful digital marketing strategy. Look for an agency that specialises in healthcare website optimisation and can provide feedback on improvements you can make. They should have experience creating websites that are easy to navigate, and optimised for search engines.

Search engine optimization (SEO)

Search engine optimization (SEO) is essential for increasing your website’s visibility and driving organic traffic. SEO encompasses strategies such as keyword research, on-page optimization, and link building, among others.

Ask the agency about their approach to SEO and inquire about any past successes they have had in improving search engine rankings. Look for agencies that stay up-to-date with the latest SEO trends and best practices, as search engine algorithms are constantly evolving.

Social media marketing

Social media platforms have become powerful tools for healthcare businesses to connect with patients and showcase their expertise. Look for an agency that can help you create and manage social media accounts on platforms such as Facebook, Instagram, X (formerly Twitter). Depending on your audiences and project, you should also consider LinkedIn advertising. This is a crucial channel for engaging with business professionals and other thought leaders in the industry.

In addition to creating engaging social media content, the agency should also have a deep understanding of healthcare compliance and privacy laws. This ensures that your social media campaigns adhere to industry regulations and maintain patient confidentiality (if they’re targeted at patients).

Content Marketing and Blogging

Content marketing is a key strategy for healthcare businesses looking to engage their audience. Content marketing can achieve multiple objectives. You can use content to educate our audience (patients and stakeholders), establish your business as a thought leader, showcase the benefits of a new medical device or treatment, or more. Look for an agency that can create high-quality, informative content such as blog posts, articles, and ebooks. Content should be created in line with your strategic objectives, including SEO.

Ask potential agencies about their approach to content marketing and inquire about any specific content creation projects they have undertaken for healthcare clients. A strong content marketing strategy should include keyword research, content promotion, and measurement of key performance indicators (KPIs) such as website traffic and engagement.

Making the final decision: Choosing your digital marketing partner

After thoroughly evaluating the services and qualifications of each healthcare digital marketing agency on your shortlist, it’s time to make the final decision. However, this decision should not be based solely on cost or the agency’s portfolio. It’s important to consider several other factors to ensure a successful and long-lasting partnership.

Comparing costs and value for money

While cost is undoubtedly an important factor, it should not be the sole deciding factor. A healthcare digital marketing agency that offers the cheapest rates may not necessarily deliver the best value for money. Consider the agency’s expertise, experience, and the breadth and depth of services they offer when comparing costs. Remember, investing in a reputable and effective agency is an investment in the long-term success of your business.

Assessing the agency’s communication and support

Effective communication is crucial in any business relationship, and the partnership between a healthcare business and its digital marketing agency is no exception. Look for an agency that maintains open lines of communication, is responsive to your inquiries, and provides regular progress updates.

During the evaluation process, take note of how each agency communicates with you. Are they proactive in addressing your concerns and answering your questions? Do they take the time to explain their strategies and provide transparent reporting? A digital marketing agency that prioritises clear and effective communication will be a valuable partner in achieving your business goals.

Considering the agency’s culture and values

Finally, consider the culture and values of the healthcare digital marketing agencies you are considering. Building a successful partnership requires alignment not only in terms of expertise and services but also in terms of values and working styles.

Take the time to understand each agency’s culture, mission, and values. Do they align with your own values and aspirations? Are they a good fit for your organisation’s culture? These considerations may seem intangible, but they play an important role in creating a harmonious and productive partnership.

Why finding a digital marketing partner is a priority

Choosing the right healthcare digital marketing agency can be a daunting task, but it’s a decision that can have a significant impact on the success of your business. By understanding the importance of digital marketing in healthcare, identifying the essential qualities to look for in an agency, and evaluating the services offered, you can find a partner that will help you navigate the complex world of online marketing and grow your business.

Remember to consider factors beyond cost, such as communication and support, as well as the culture and values of the agency. A well-rounded evaluation process will ensure that you make an informed decision and select an agency that is the right fit for your specific needs and goals. With the right healthcare digital marketing agency by your side, you can take your business to new heights and reach more patients than ever before.

Want to work with a healthcare digital marketing agency that can help you engage your audiences? Contact 42group today. 

Amateur SEO writers try all manner of tactics in an attempt to game the Google algorithm – including keyword loading, but it won’t work. Why? Because they’re fundamentally missing a key principle of great SEO content:

Don’t think about keyword placement, think about solving problems.

Don’t worry; we’ll explain what this means in this article – including how you can update and improve your content for SEO. Let’s start with some basics…

Why are keywords important for SEO?

Google is a highly sophisticated software company that uses multiple strategies to assess the relevance of your text and how it relates to a search question. That’s true. No matter how advanced the algorithm, it analyses the text to “understand” what it’s about and the questions that it answers.

Critical to that are keywords.

Keywords are so important to Google. It’s the name of its blog (which you can read here). We don’t know precisely how the Google algorithm works, but it analyses content in the content of EEAT. It’s searching for content that demonstrates experience, expertise, authoritativeness, and trustworthiness.

Viewed in this context, it’s obvious that simply loading a piece of content with keywords won’t boost your ranking unless your content demonstrates strong EEAT credentials.

Basically, keyword optimisation won’t work if your content is junk.

The real power comes when you use keywords intelligently, in various permutations, throughout a well-written, 100% original, and insightful post that delivers value to the reader.

That’s the gold standard of SEO content right there.

Want to know more about keywords? Check out these articles:

What are my keywords?

You tell us!

Let’s use an example of a content agency that wants to sell SEO content services to clients. (Never met one of those, they sound dodgy…) 

Now, we could create hundreds of blog posts about our company, but unless we look at what users are searching for, we’ll never reach them. Google’s Keyword Planner – part of the Google Ads suite – is our preferred tool for getting the job done (but there are others, like Ahrefs, that do the same).

Add your search query (in this case, SEO content agency), and you’ll see the search traffic for your keyword (or key phrase), as well as a lot of associated keywords. 

Basically, that’s it…

But, of course, it’s more complicated than that. SEO content agency is a highly competitive keyword, which means it will take time, expertise, and investment to rank. It’s possible – and you should always try – but you can often reach customers targeting niche search terms. 

When we say “niche”, we’re not talking about anything rude or dodgy – but more specific terms that people may use. Terms that more closely match the search intent. 

Would anyone interested in engaging an SEO content agency simply type that into Google? No. But they may type:

…and so on.

When thinking about your keywords, don’t make the mistake of thinking about your product or service and promoting it. Think about the problems your readers are experiencing – and how you can solve them.  

Can you explain primary and secondary keywords?

Primary keywords are the single words or phrases that each piece of content is focused on. Secondary keywords are supporting keywords that can add content to the article, and match the search intent.

Each piece should have one primary keyword that is its sole focus. This is the keyword you want to flag to Google, and as such appears in the title, meta, H1, H2s, intro, conclusion and throughout your content. 

Experts recommend between 3-8 secondary or supporting keywords. To us, that seems like a lot. Having too many secondary keywords can leave your content feeling confused. While it’s great to consider other keywords, save your SEO efforts for just one.

Can’t AI create optimised SEO content?

AI companies are selling the dream of 100% original and optimised content, but it’s a lie. How can we tell? Because we’ve tried almost all of the systems out there and they all fail to create content that’s any better than a basic content mill charging $5 for 1000 words.

Let’s put it to the test. We asked ChatGPT (GPT4, obviously) what SEO optimised content is, and this was its reply:

SEO (Search Engine Optimization) optimized content refers to content created with the intent of attracting search engine traffic. It’s designed to rank higher in search engine results for specific keywords so that more people can find, read, and engage with your content.

Let’s look at why this is junk. Firstly, it’s almost indistinguishable from the first responses on Page 1 of Google. Great, you may be thinking – but it’s a big problem. The content is derivative and designed simply to try and rank. It’s not original, innovative, or demonstrates any authority. It’s one more page of junk content, and that will harm its ranking chances.

The first sentence is clumsy. Optimization and optimized are used side-by-side, which scans poorly. It also fundamentally misrepresents what SEO is (or should be), about delivering the best and most accurate result for a search query. 

The second sentence sounds interesting, but it’s a word soup that contains little substance (a bone broth, I guess). SEO content isn’t “designed” – it can be written, edited, or (at a push), engineered, but not designed.

We’re not going to go on, because the whole article is like this: junk.

If you want to optimise your content, website, and customer engagement strategy use professional writers – not AI programmes.

Aren’t SEO content writing assistants effective?

We love a good content writing assistant, and have invested hours in SEMRush and the rest of them, and can see the value – but we have concerns. And it all relates to how they work.

Take SEMRush, for example. The programme works by analysing the top results in Google to provide ideas of core keywords, supplementary keywords, titles, structure, and more. 

These tools make it easy to create content, but the content you create will inevitably be similar to, or the same, as the existing content. That’s the same for you as it is your customers. The ubiquity of these programmes mean that content is churned out to a formula that won’t pass the Google EEAT test. More fundamentally, it’s designed to rank, not solve customer problems. 

Basically, using SEO writing tools means sacrificing creativity to create content that has no value. 

It’s soulless, pointless, and in most cases, won’t deliver the benefits you want…

Can you *please* just tell me how to optimise my content for SEO

We’re getting to that now. At this stage, you should know what your keywords are and have confidence in creating content yourself (not using some AI writing assistant or SEO programme).

We’re going to start with some SEO content keyword basics:

Content writing for SEO: Keyword basics

This is a simple tick list to work through. If you’re an SEO content writer, you’ll already be doing this, so skip to the next bit.

These are the real basics of keywords. Now let’s look at how we can take that a step further, and understand SEO keywords in the context of search intent. 

Content writing for SEO: Understanding search intent

Keywords tell you one thing: what the person is searching for. Search intent is the “why”. Understanding search intent is critical to creating content with value. You don’t need to do research here, you simply need to switch thinking about people and their problems.

Nobody wants to work with an SEO content agency if they can afford not to, so they’re experiencing a problem, searching for an answer, or wanting a solution. The best SEO content writers use this as a mechanism to incorporate keywords throughout their text. 

When it comes to the search term “SEO content agency”, you can easily check out the “People also ask” section to see the questions that users are asking Google. 

This intelligence can help you understand the core search query, and the supplementary questions that they might have. When searching for an SEO content agency, for example, people may want to know:

…and so on.

In fact, by understanding the search intent, you can build a fairly accurate outline of who your reader is – and what they want.

Keywords are superficial, search intent is all about value, and in SEO, that’s what matters.

Content writing for SEO: Conversational content

Content online has changed. We no longer want to be lectured, spoken down to, or be stifled by excessive formality. Instead, the key to incorporating keywords is about creating conversational content that’s readable, relatable and authentic. 

Content writing for SEO: Section structure

The key to SEO content is to answer questions and deliver value. When creating content, build up in layers of complexity. This seems counterintuitive to some, but it’s how Google wants you to create content. We can see that from the success of the snippet text. These are short (2 sentences typically), that answer a question.

Grabbing a coveted snippet text slot is great, but even if you don’t, following this approach can help you improve your SEO content writing skills. Here’s how:

When we explain this approach to people, we use the phrase “write like a reader”. It sounds stupid, but too many writers try to overcomplicate things and that can lead to confused messaging. 

When we engage content online, we do so in a different way than we do on a page of printed material. Most of us don’t read in a linear fashion from top to bottom, we skip to the information we need on how to fit a set of wiper blades, install an app, or find our favourite TV channel on our new digital TV box. If you leave information scattered all over your article, it’s impossible for people to piece it together without reading from top to bottom. The result is, you’ll lose them.

Content writing for SEO: Work with a technical expert

The quality of your SEO content is an essential part of an integrated SEO strategy. Keywords, of course, play a part in this but there are also some serious technical aspects that you need to tackle – and for that you’ll need a technical expert.

At 42group, we don’t do technical SEO (but we know agencies that do), but we do understand enough to know you need to speak to someone who does. 

You can learn more about technical SEO in a great guide by SEMRush.

Can you refresh old content with keywords?

This is a question we’re asked all too often, and the answer is yes. Updating and optimising existing content is an essential part of any content strategy. Expert writers (like 42group) can take any piece of content and use the skills described here and improve its search engine ranking. 

How? Here’s our blog on how to optimise existing content like an SEO pro.

Need some help with your SEO keywords and content?

Integrating SEO keywords into your content is critical, but we know it’s not always easy. Expert writers can naturally weave keywords into content without impacting its readability. The result is a blog or content piece that delivers value for readers and meets the vital EEAT requirements.


The answer is 42.

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Digital technologies have transformed how we use healthcare services. The way we interact with healthcare providers has changed, with digital-first solutions a priority for the NHS. 

As well as being able to access services online, we expect our healthcare providers to have a strong digital presence. They should provide advice, guidance, and information that can help us make the best – and most informed – healthcare services.

Healthcare content is critical to the patient journey. It informs and guides clinicians, patients, and the public through the journey – using information to improve outcomes at every stage.

Healthcare content marketing includes healthcare blogging, but it’s more than that. Successful healthcare content strategies include all touchpoints, including your website, social channels, printed materials, and even PR.

Having a strong healthcare content marketing strategy is critical for every healthcare provider. In this guide, we explain what healthcare content marketing is and what it isn’t. We look at the fundamental building blocks of an effective healthcare content strategy, explain the importance of digital marketing for healthcare, and answer your FAQs.

What is healthcare content marketing?

Healthcare content marketing is the strategic use of content channels (including your website, social channels, and physical media) to engage your audience. It’s a structured way to share information about your services. It can inform them about changes, help increase access, ensure you’re reaching everyone in your area, and

Organisations are adopting digital marketing strategies used by some of the world’s leading businesses to improve the user- journey. Giving people access to the information they need can have a positive impact on service delivery through:

Content marketing is a critical way for healthcare organisations to create connections with their audience. Some of the organisations that can benefit from a specialist content marketing strategy include:

To connect with your audience, you must develop a detailed picture of who they are. In an effort to make it as simple as possible, we can split the audience into three core groups:

This is a basic way for us to segment your audience. You’ll likely have a much more sophisticated way of breaking down your audience. In the commercial world, before creating content, we develop personas. These are pen portraits of your consumer or user groups to help bring them to life.

Examples of healthcare content can include:

As well as content outputs, like these, specialist healthcare content agencies like 42group can also help you to improve content production processes and internal capabilities through:

What healthcare content marketing isn’t

It’s important to draw a distinction between healthcare content and medical copywriting.

Healthcare content is information, advice, and guidance about healthcare services. It can also cover certain conditions, but in a general way.

Medical copywriting, in contrast, is an expert service provided by specialist agencies that goes into details about specific conditions and treatments. Medical copywriters are typically qualified medical professionals and/or scientists with a background in clinical research.

At 42group, we don’t provide medical copywriting services. We do provide healthcare copywriting services.

If you’ve got a brief and you want to chat about it, contact us. If we can help, we will. If you need a medical copywriter, we’ll put you in touch with some of the UK’s leading freelancers and agencies.

Principles of great healthcare content

We’ve worked with the NHS for over a decade, producing patient-first content. We’re highly familiar with the NHS Content Style Guide, which provides a clear and consistent instructions for producing exceptional quality content.

You’re probably familiar with them too, so we won’t go over them again, but what we can do is provide some principles of great healthcare content that we’ve learned from over a decade in the healthcare content business:

Tip #1          Put people first in your content

It sounds obvious, but too many organisations go into broadcast mode when creating content. By pushing their priorities, they’re failing to put people first.

You’ll have seen content like this yourself. It usually includes the words: we and our a lot. This makes a lot of assumptions. Are you sure that your priorities the same as the people you’re writing for?

Go back to your audience, and place them at the centre of your content production. People-first content (or patient-first content, if you like), is about structuring your content on what’s important to the person.

These are just some of the questions to ask, and there will likely be more specific ones, depending on your healthcare product or service.

Tip #2          Treat your audience as customers

Treating readers as customers is concept is widely used already, and it’s effective. You can learn from the content marketing skills of commercial businesses, using the same tricks and techniques as commercial businesses.

To achieve this, you have to understand your audience’s pain points. These are the triggers that will get them

For patients, this could literally be a pain that they need to ease. For clinicians, this could be a problematic process or 

Finding out what’s causing frustration can help you structure your content, engaging your readers in a dialogue as you work toward a conclusion. For more on that, read below.

Tip #3          Layer complexity into content

Too much healthcare content is complex and confusing. While details are critical, the best content builds things in layers. Start with a simple explanation and build from there.

This is a hard concept to convey without a live example, but if you can imagine a pyramid that can help. Your first sentence conveys everything you want the reader to know. Underneath that, you layer complexity, stratifying messages in order of importance.

The pyramid principle is well known in commercial content production, but it’s not universally applied in

Tip #4          Make content conversational

The core strength of any healthcare organisation isn’t its facilities, tools, or technologies – it’s the people who work there.

When we speak to a doctor, for example, we’re engaged in an explorative conversation as both sides learn more and more about a symptom or problem, to identify a cause and a solution.

This process of shared learning and exploration can be applied to content – and it’s highly effective.

Take the NHS’s Health A to Z as a shining example. When we look at conditions such as cancer,  it builds layers of complexity (see above) and works in the same way as a consultation would.

It’s also beautifully written in a conversational tone of voice that’s crystal clear, but easy to understand. If you can apply these principles to your content, you’ll have an impact.

Tip #5          Answer questions

When searching about our health (and pretty much everything else) we use questions. “Where is this hospital?” or “How long will it take to get an appointment” or “What the hell is this spot on my leg?”

The best content understands what SEO experts call the search intent to create content.

Answering questions is a really effective way of ensuring your content delivers value for the reader and leaves them better informed after engaging with your content. Ultimately, that’s what it’s all about.

You’ll also find that content that answers specific questions ranks better than bland and unfocused copy that satisfies nobody.

Tip #6          Edit and optimise content

Content production is all about writing, of course, but there’s another (arguably more important) stage of the process: editing and optimisation.

Editing is self-explanatory and something you’ll do as part of the process (if not, let’s chat).

Optimisation is an ongoing process of improving the quality, relevance, and quality of content. Optimisation includes the following steps:

Make content accessible to everyone

Healthcare content must be accessible, engaging, and open to everyone. When creating content, we must consider that anyone could read it – and write accordingly. Of course, if you’re creating a technical whitepaper this is less relevant, but the principles of content accessibility can benefit all readers.

This isn’t about dumbing down content but about ensuring equitable access. The strategies above (using the content pyramid, layering complexity, and judicious editing) are all ways to simplify content without making it simplistic. The challenge is to ensure that the meaning of your content and the messages you want to convey is achieved as quickly and efficiently as possible.

One of the main purposes for creating accessible healthcare content is that doing so increases engagement with you and your organisation. If you’re promoting a service, it can increase uptake. If you’re providing patient information, it can increase adherence.

The growth in translation software and its use by people who speak other languages means your content must be accessible. To achieve this, you should use short sentences with a single point you want to convey. Avoid complex sentences with multiple clauses, as these can be hard for translators. One great trick is to read your content aloud. If the sentences flow naturally as you read them, you’re doing the right thing. If you find yourself struggling with the syntax, then it’s time to edit.

Beyond these technical considerations, there’s a moral one too. If you’re providing care services, you have a duty to engage everyone from any background. Ensuring your content is accessible can help you engage the widest possible audience and deliver the biggest impact.

The power of healthcare blogging

For most people, content marketing is all about blogging. In 2023, are blogs still relevant? The answer is yes. In fact, they’re probably more important than ever.

Blogs provide a connection between your organisation and the people you want to speak to. Shouldn’t your website do that job? Yes, but bogs work in a slightly different way.

Blogs enable you to delve into detail on subjects that matter. Every new piece of content helps to boost your organisation and brand with your readers. The best blogs are professionally written pieces that answer the questions your patients or stakeholders may have.

In addition to answering questions, your blog can also function as an extension of your customer support team, helping to connect people with the answers they need.

We work with several healthcare SaaS providers. When one customer experiences a problem (an inability to login on a legacy device, for example), they assume that others may experience this issue to, and use this as the basis for a blog. When users search online for this issue (which they inevitably do), the first search result they see is a solution provided by the company. This strengthens the brand perception and provides a speedy solution.

That’s the power of a blog – and the impact of a strategic approach to content.

Too many healthcare organisations use their blogs to broadcast content. Consider whether your latest award win or team away day means anything to your readers. (It doesn’t.)

An integrated healthcare content strategy uses every channel to engage your audience and provide answers t their questions. The by-product of this process is a boost in your brand among your key audience and stakeholders.

To be successful, your content strategy must put patients and people first.

Why is SEO critical for healthcare organisations?

Search engine optimisation (SEO) is the process of improving the ranking position of your website (or specific pages on your site) in Google and other search engines. The principles of great SEO aren’t dark arts or dodgy tactics, it’s ensuring that the content you produce is the best source of information about the subject.

Take cancer, for example. Type the term into Google, and the top search result is the NHS and not one of the many millions of other websites, treatment providers, patient blogs, or unproven testing technologies.

This, in a nutshell, is great SEO. How does this happen? Google doesn’t tell anyone (even Google Partners like us) how it works – but we know that the search engine giant goes through a complex process analysing the quality of content, alongside a range of other factors, including website speed, domain authority, age, and links.

When it comes to cancer, the NHS is going to come top of every one of these.

Healthcare SEO does two things: it promotes your organisation, and it provides people with the information they need from a source that they can trust.

We’ve written some fascinating guides on what SEO content is, why your content may not be ranking, and how you can use it to improve connections – so start there.

Optimising your content is essential in delivering the information that your readers want and need, from a source that they can trust: you.

Healthcare PPC and paid-for advertising

Healthcare organisations, including software providers and private businesses may consider paid-for advertising, including Google pay-per-click advertising, Facebook ads, Twitter ads and others.

Do they work? Absolutely. The algorithms that power search and social media advertising platforms enable you t pinpoint your customers with complete accuracy. Want to advertise a clinic to women over 50 in Cheltenham? It’ll take you (well, us) about 10 clicks and 10 minutes to set this up.

PPC doesn’t’ normally come under content marketing, but the content does. Digital marketing agencies may be experienced at creating and managing campaigns, but they’re rarely (if ever) able to create compelling ads and strong CTAs.

At 42group, we consider PPC ads and social media ads to be part of the content marketing process, and a service that we offer our clients.

A healthcare content that builds human connections

How do you find a healthcare content agency that can deliver an integrated and person-first content strategy? 42group is a leading healthcare content agency that works with clients in the UK, Europe, and the rest of the world.

We’re here to help your healthcare organisation build human connections through targeted content.


Get in touch

Your healthcare content marketing FAQs

OK, so we won’t be able to answer all of your healthcare content marketing questions, but we’ll answer as many as we can before we need a coffee.

What’s best practice in healthcare content?

The NHS shines out as a beacon of best practice in the healthcare content world. Specifically, the NHS.uk site exemplifies much of the advice and guidance in this healthcare content marketing outline. If you want to write like this, then follow the NHS style guidelines.  Even if you’re a private business or third-sector organisation, the style guide is a simple to follow set of rules for creating great content.

Does the NHS always follow its own style guide? You’d hope so, but it’s not always the case. In fact ,we’ve worked with several NHS organisations who had strayed away from the crystal clear content approach. Thankfully, we were able to get things back on track with some expert editing, rewriting, and optimisation.

Why is healthcare blogging important?

Healthcare blogs are a way that you can engage your audience directly. Your website is all about promoting a product or service, a blog enables you to dele into the details. The more specific you can be, the better the SEO impact. As we’ve explained earlier in this guide, your blog is a great mechanism to deal with customer questions, concerns, and problems – which can reduce pressure on your customer contact team.

But don’t blog for the sake of it, only create content if you have something to say…

How to create a healthcare content strategy?

We’re 3,000 words intis this guide to healthcare content marketing, and we’re not sure we have another 3,000 words in us. Briefly, a healthcare content marketing strategy is a document that pulls together all your content channels (website, social media, ads, etc.), your key messages, and content outputs.

The purpose of a content strategy is to ensure that your content marketing activities (whatever they are) contribute to the business’s overall objectives. It ensures that every piece of content or post has a defined audience, message, outcome, metric, and purpose.

Should I work with a healthcare digital marketing agency?

After reading this healthcare marketing guide, do you believe that you have the capabilities and capacity in-house to achieve your aims? If the answer is yes, then you don’t need an agency. If it’s no, then you should contact a healthcare content marketing agency – and there’s no better out there than 42group. We can support you to achieve your aims, working with you to develop a content marketing strategy that put your people and patients first. The answer is 42.

One day, we wanted to test our skills and build a hyper-local digital marketing business, so we did. It’s called Copywriting Bristol, and it’s now recognised as the best low-cost, high-quality content and copywriting agency in the best city in the world (Bristol, obviously).

Why did you create a local copywriting agency?

42group is a leading content agency that delivers exceptional work for clients – and that costs money. We found that many potential customers were put off contacting us because they thought we’d be too expensive. In fact, the prices are broadly the same.

So why did we create Copywriting Bristol?

We wanted the challenge of building a hyperlocal digital marketing agency that’s targeted to a single customer segment. The results were better than we ever could have expected…

We’re going to walk you through the process of how we

Step #1        Identify your customers

42group is a highly successful content agency working with some of the world’s biggest brands. But we also love working with SMEs, start-ups, and other Bristol-based businesses that need copywriting and content support.

The problem was that we weren’t getting the enquiries – so we asked why.

The perception was that 42group was too expensive. That we wouldn’t want to work with local businesses and that we wouldn’t deliver value for money. They were also worried about the costs of working with an agency and wanted transparency on pricing.

There was no way for us to re-brand the 42group business to appeal to this client group, so we needed a new solution: Copywriting Bristol.

Alongside qualitative research into our customer base, we used keyword analysis to ensure there was enough search intent to run a business.

Our customer target group were:

Understanding our customers enables us to build a picture of who they are, what they want, and

It also enabled us to identify a key gap in the market. Content agencies and copywriting businesses can be exclusive with the terminology creating a barrier between customers and companies. We needed to avoid that, engaging customers on their own terms – so that’s what we did.

Pro tip: Everything starts and ends with your customers. Understanding their wants, needs, and paint points is critical to building any hyper-local businesses. Focus less on you and more on them.

Step #2        Choose a meaningful name

42group is a great name, but it takes some explaining. Hyper-local businesses benefit from a clear and simple name.

The solution: Copywriting Bristol

While Google may say that domain name has little impact on rankings, it’s simply not true.

Plus, our service offer is primarily focused on small businesses that want a simple solution – and so the name fits.

Pro tip: Hyper-local businesses need an easy-to-understand name. Don’t’ try to be too creative or esoteric, just be as simple and clear as possible.

Step #3        Develop a simple service offer

A list of services isn’t a service offer. A digital marketing service offer is what marks you out as different in the market.

We’re Google Partners, but that’s not enough. We’re hyper-local, which is unique, but it’s not enough. We create great quality work, but all agencies say that.

In the end, our USP was about price. We spoke with several small businesses, and they were all worried about prices. They considered that digital marketing, copywriting, and content would all cost too much – and we recognised that removing this barrier would help the business.

So, our service offer was built around total transparency on costs.

Instead of an opaque pricing structure, we offer all services at a fixed rate, and the response has been fantastic.

Are we losing out by doing so? In the end, our services are priced fairly for what we do.

Pro tip:           Even in a saturated market, try to offer something unique. Work with your customers to identify opportunities.

Step #4        Shape your UX

Every digital marketing agency should ensure their website exemplifies everything that’s great about your brand – which was our aim with Copywriting Bristol.

We created a site that was simple, bold, and easy to navigate. Page titles are easy to understand, with customer touchpoints at every step of the journey.

Testing and iterations helped us to build a UX that’s quick and easy, which is what time-poor business owners want.

Customers can submit an enquiry or give us a call in just two clicks.

Pro tip:           Hyper local customers want solutions, and they want them quickly – so ensure your UX is streamlined. One or two clicks from the homepage to an enquiry is ideal.

Step #5        Craft your copy

We’re a copywriting agency, so the words matter. We started by outlining our services and writing a lengthy description and then cut it back. And then cut some more. And cut even more…

We start with a question to put the reader at the heart of the experience. We know that visitors are goal-orientated and want a simple solution – and that’s what we do best.

We explain what we do and then push our service offer. Excellent copywriting at an affordable price.

Pro tip:           Make your content shaped around your customers. Create a conversation (or work with an agency like us to write it for you).

Step #6        Test, iterate, and refine your CTAs (and ads)

When we launched Copywriting Bristol, we created a series of Google Ads and tested CTAs. The ones that worked to drag customers through were then used on the website.

One issue we did have was that our initial ideas of creative CTAs almost always failed. In the end, sticking to simple, pain point-based CTAs were the most successful.

We optimised our CTAs so they were highly successful and then ran into a problem: our competitors began copying us.

So we went back to the drawing board and recreated everything. Even if you know you’re the originator of an idea, your potential customers won’t – so if it happens to you, then react immediately.

Pro tip:           Never rest with your CTAs. Always review success and optimise every idea.

Step #7        Build validation

Sitting at the top of the search engine results is critical (and we do), but hyper local customers want validation – and that’s based on Google Reviews.

OK, so we don’t have hundreds (yet) but in the beginning, this proved to be a huge boost for our business and improves our search engine performance. 

Pro tip:           Find the sources of information and influence that your customers trust and target them. Building validation is vital in boosting your business.

Step #8        Invest for the long-term

We created Copywriting Bristol in less than a month, all while running a successful small business. The process was quick, efficient, and fun – but we also invested in the long term.

Any online business takes time to establish itself. While we were already picking up customers a few weeks after pushing the site live (thanks PPC!), we’ve built up relationships with clients of all sizes and in a range of sectors.

Over time, we’ve refined our offer and targeted it more towards smaller businesses, charities, and third-sector businesses. We regularly work through content, editing and updating it as we’re going.

Does the website bring in enough enquiries to justify the investment? Absolutely – but it requires consistent work to maintain it.

Pro tip:           Starting any business is tough and it takes time to turn it into a success. Invest for the long term, do the basics right, and have faith!

Step #9        Offer clients the gold-standard service

Copywriting Bristol customers are paying the same price as 42group customers, and they deserve the same quality of outcomes.

That means expert writers delivering superior content that’s 100% bespoke (no AI here).

Whether you come through the 42group door or Copywriting Bristol, it’s the same team, the same approach, and the same outcome – customer-first content.

How to create a copywriting agency

We’ve walked you through the basic steps in creating your own copywriting agency. But this is our journey, you’re on your own.

In a world full of fake news, AI-generated content, and online junk, does the world need another copywriting agency that does the same stuff? No. So don’t follow our rules, rip them up and do something original – the market will thank you for it.

We regularly work with clients who ask us to help review, refresh, and revitalise their content. We’re going to walk you through our editorial process and explain how we (and how you) can improve your existing content for SEO.

The art of content optimisation

The job of a writer is to create content from scratch. But behind every great writer is often and even better editor.

Editors (or in this case, content optimisers) work with the raw materials provided by the writer and shape it to deliver SEO success. Some writers are SEO experts and will incorporate all elements of SEO best practices, but many don’t.

Also, content remains static while the world changes. A great example is the shift to Google Analytics 4. If you’re working with an SEO business that’s still talking about Universal Analytics in its copy and content, would you trust them?

The rule is, however old the content is on your website, it should be accurate, relevant, and reflect current best practices.

If it’s not, you’re letting your readers down.

And Google will penalise you for it. The search engine beast is as clear as possible about its content requirements. You should be publishing 100% original content that EEAT. Don’t know what that is? Read our guide

What can you do? Commit to reviewing, refreshing, and optimising your content regularly. How? Here’s how 42group would improve your existing content for SEO in a set of simple steps:

Read the content (like a reader)

The best content optimisation comes from an understanding of what you’re trying to communicate. Instead of immediately editing, read each piece of content from top to bottom, and take notes as you do.

Think about what the readers wants from an article. Here are some questions to ask:

This stage is essential in helping you to assess the piece as a whole, not as a collection of individual sentences. This is the critical difference between a human editor and a machine – and it’s why you’ll always have a job if you’re an expert optimiser.

Extract it and analyse it

Editing in a CMS is madness, so we always extract content and cleanse It of all formatting, before building a brand-new document to work from.

While doing this, we may run it through a content analyser. We use SEMRush which is the industry-standard piece of software for SEO content optimisation. But if you don’t have the budget, you can use Google’s free GDoc SEO assistant. It’s not the best tool of its type, but it’s a useful add-on.

If you want to, you can also run your content through Grammarly or Hemmingway to identify errors or elements that could be improved.

Identify the focus keyword & understand the search intent

Clients will often send us a string of keywords they want to rank for, but that’s a bad approach.

Our view is that the best content has a single target keyword or keyphrase.

Yes, you can use this in different variations (and you should), but trying to rank for more than one key phrase can leave your content confused.

The title should incorporate this key phrase as closely as possible, it should be in your intro, outro and in an H2 if possible.

You should have a pretty good idea at what your audience is searching for, but it’s always a good idea to understand why they want the information (the search in

Search intent is the reason why the person is typing their query into a search engine. You could describe it as their paint point.

This post is a great example of understanding search intent. We know that businesses, writers and even other agencies want to know the process to optimise their content. It’s an ongoing battle to stay relevant and boost rankings, and everyone is searching for an edge. This guide gives away some (but not all) of our SEO content optimisation skills. We’re hoping you’ll contact us if you want to work with an agency that understands you.

Have we got the search intent right?

Analyse best performers (Google page #1)

If you want to rank, you need to know which are the best performing posts for your keyword or key phrase. Type your keyword or keyphrase into Google (or the writing assistant you’re using) and see what comes up…

Firstly, you need to understand that these are the posts Google classifies as delivering the best and most authoritative content. As well as the structure, source, keywords, and quality, it will also assess external factors including links. Some of these things you can influence, others you can’t – but it’s still essential to learn what the best performers are doing.

Google is clear that it values original content. That means while you can take inspiration from high-ranking posts, copying titles, headings and structures is a very bad idea. You’ll always lag behind the original post, so don’t try and compete. Instead, use these posts as the basis for generating ideas – and identifying gaps. If you can create better, more engaging, and more relevant content, you’ll win the battle for rankings.

Do the basics first (title, meta, etc.)

Before updating the body copy, work your optimisation magic on the page title, meta tag, and headings throughout the article. While keyword stuffing is a no, it’s important (no, essential) that your keyphrase is used in the title, meta tag, first 100 words and final 100 words of the article. Doing that should send the right signals to Google.

Another useful optimisation tactic is to use Google snippets to see the frequently asked questions about any subject. You’ll see these in a concertina at the top under “People also ask”.

These are gold for SEO optimisation. Refelcting these questions in a natural way through your content send the right signals to Google.

If you’re using a tool like SEMRush, it will provide a suggested title and article structure. This is based on a crude analysis of the highest performing posts, and while useful, it can lead to derivative content. If your customers are using the same software (and hey probably are), you’re going to produce identical content which lacks originality.

Streamline the structure

The structure of your piece matters. Instead of thinking solely about SEO impact and ranking, think like a reader.

In this post, we’ve cut down on the intro and got straight into the info that we know you’re searching for. The search intent is for answers, not an explanation of the basic terms that we assume you’ll already know.

The structure here matches the search intent. Sketch out a logical flow of information that will work for your readers and you’ll improve your ranking.

Instead of lecturing (or boring) your readers, you’ll want to engage them in a dialogue. This piece is purposefully written in a conversational way to show you how that’s possible. Put these lessons into practice, and you’ll be fine.

Go line-by-line

The best optimisation is done line-by-line and performed by a real person. You can get AI to try and do this for you, but (so far, at least) the results we’ve seen are average and easy to detect.

So you’ve got to go old school.

Work through every piece line by line, and paragraph by paragraph, building a strong narrative, improving readability, and adding keywords.

How long should it take? It can take anything from half an hour to a whoel day to edit a blog. It depends on the length of the content, the quality, and its age. Long posts with broken links and outdated information may need to be almost rewritten entirely.

Answer questions

We ask search engines questions, and they love providing us with answers. While FAQs and How-to guides are being downgraded in search results, you can still incorporate questions and provide answers in your content.


By doing what we’ve just done there…

Target snippet text

Type: “What is SEO content?” into Google, and it selects one snippet from the 1 billion (yes, 1 billion) pages that it considers relevant to the search query.

This is a snippet text.

Now, it’s unlikely that you (or we) will ever get a snippet text for SEO questions, but if you’re writing about something niche, then you just might.

Targeting snippet text isn’t just about optimisation, it encourages you to provide complete answers in short sentences. You’ll see in the example here that a complete answer is delivered in four lines. That’s SEO best practice, so follow it in your optimisation efforts.

Read again (like a reader, not a writer)

When musicians listen to a piece of music, they understand it at a different level. They can appreciate the impact of a piece and the emotions it can stir, but they understand how it works – the structure, chords, and cadences that are being used to elicit these feelings.

When writers read, they do the same thing.

Writers understand the tricks that other writers use to capture attention, convey ideas, and keep you reading.

Sometimes, you need to take that hat off and put yourself in the position of the reader. Optimisation is essential, but not if it impacts the experience or obscures the outcome.

The best – and most successful – content is that which answers search intent in an authentic, original, and engaging way. Get that right, and you’ll succeed in search, reward your readers, and boost your business.

Want an agency that’s all about optimisation?

We’re not an average SEO agency but a team of trained and experienced journalists and editors that can ensure your content is best-in-class. It’s not about keyword stuffing or using the latest SEO tools but about producing customer-first content that matches search intent.

It doesn’t matter if you have one piece, or 183, we’ll approach the task in he same professional way, and produce perfectly optimised content for your audience.

The answer is 42.

Get in touch

Your SEO optimisation questions answered:

Here are some answers to questions we get a lot. If your question isn’t here, message us, and we’ll get back to you within 24 hours with an answer. To anything.

How do I update my blog for SEO?

Err, by reading this guide and putting the lessons here into practice. If you need a helping hand, contact 42group.

Editing can appear like a labour-intensive and pointless process, but it’s essential to ensuring your site delivers the best experience for every users.

How often should I update my blogs for SEO?

Organisations in highly competitive areas (like digital marketing) should update their blogs as soon as there’s a material change to their service (the switch to GA4 is a great example). Every business should commit to reviewing content at least once a year and updating it if it’s needed.

How long should it take to optimise a blog for SEO?

The amount of time it takes to optimise your blog depends on the length of the blog, the number of links it contains, its subject matter, age, and quality. A short (1,000 words) and well-written blog can be edited and updated in an hour. A 10,000-word guide could take 2 days.

Does updating a blog post help SEO?

Updating a blog post and ensuring it’s 100% accurate will improve SEO – as long as it’s original, demonstrates authority, includes your keyphrase, and answers the searcher’s question. Instead of thinking about it as optimisation, increase readability and quality and ranking results will follow.

How do I optimise my blog title for SEO?

Your blog title should contain your keyword or keyphrase in its entirety (if possible). If you can’t do that because it reads poorly, then you’ll need to get creative.

Why isn’t my content ranking for SEO?

There are loads of reasons why your content isn’t ranking. Check out our article that answers that question directly.

Can I optimise my own content?

If you spot opportunities to update and improve content, then do it. You can do this in a structured way by reviewing all content at a set point, or on an ad-hoc or blog-by-blog basis. The principle is to continually improve your content. Do that and you’ll see ranking improvements.

While we go into the basic stuff you probably already know, we’re also going to unlock some new concepts that will help your SEO writing. All for free.

SEO content writers of the word unite! Together we can fight back against AI and create a world where content puts the customer first!

What is SEO content writing?

Before we get into the advice, we’ll define what SEO content writing is. For us (and others may disagree), SEO writing is content that you create with the explicit intention of improving your search engine ranking.

SEO content isn’t product pages, service pages, about us pages, or location pages (although they should be optimised for search). We’re talking about content, like blogs, case studies, FAQs, etc., published to boost your position in SERPs.

Make sense?

The best SEO content isn’t SEO content at all; it’s just valuable content.

SEO content writing tips

Sit down, get a coffee, open your notebook and your mind. That may sound like Garth Marenghi (we love him), but we’re going to download some solid gold SEO writing tips directly to your brain.

Tip#1          Don’t write for SEO

If you’re writing to try and game the Google algorithm, it won’t work. Google doesn’t publish details on how it ranks content, and the algorithm changes. Instead of chasing something, instead, focus on providing quality content for your audience.

The best way of writing for SEO is not considering SEO at all.

This sounds like some sort of nonsense, but it comes from extensive from experience working with SEO agencies. Solely focusing on content as a mechanism to boost your Google ranking results in dreadful content – and the last thing the world needs is another derivative blog.

Tip #2          Do the basics like a pro

This SEO guide isn’t for entry-level writers but for experienced SEO content producers. So, we’re not going to run through the basics (keyword research, content gap analysis, competitor analysis, etc.).

What we will do is remind you never to take anything for granted. When compiling your keywords, defining your structure, creating your headings, and writing your meta tags, always *take your time*.

Doing this every day can cause you (and us) to develop habits and familiar patterns that make writing large amounts of content easier. While improving your workflow can lead to content ideas and structures becoming stale – and when that happens, you’re not delivering the best impact for SEO.

Tip #3          Think like a customer

When you think like a writer, you write like one. You become one of those bores describing themselves as “passionate about words”.

As a writer, you have one job: to create connections with people. That’s the job of a writer, and you can only do that if you think like a customer.

Personas here are helpful, but these pen portraits can always be reductive, distilling an individual down to a bog-standard list of characteristics.

Instead, imagine the real person. When writing this guide, we imagine you’re someone who understands what SEO content is but could benefit from a fresh perspective that you can use to carve out a niche in a competitive market. You could be a freelancer who’s struggling for inspiration or a content manager in a business who wants their company to connect more effectively with customers.

Who are we wiring for? It’s you.

Tip #4          Explain it like a 5-year old

You can’t control who reads your content. Assuming a level of knowledge can be dangerous, and it can damage your content.

When creating content on anything from the simplest concept to the most challenging, think about how you would explain it to a 5-year-old. If you can’t do this, then you’ll never be able to create content that captures the complexity.

This is a great exercise when interviewing people. It can break them free from the stream of consciousness they’re used to giving and get them to consider what they do in a new and interesting way. Capture this and make it the core of your content.

Once you’ve laid the basic foundations, you can build up the layers of complexity.

Tip #5          Write for skimmers

People don’t read web pages the way you want them to. As long ago as 2012, Search Engine Land warned writers to keep things short and simple, but we still see (and edit!) content written for dedicated readers.

Keep your content short, targeted, and easy to read for skimmers.

Tip #6          Write how you speak

Even professional writers make the mistake of creating SEO content like a writer. But SEO isn’t about creativity; it’s about clarity. When writing for SEO, consider writing how you speak.

This doesn’t mean you can ignore the rules of grammar, write phonetically, or discard punctuation. Instead, it’s about finding a natural rhythm that’s easier out loud than on a page.

Again, we’re assuming you know the basics of how to write but try not to include too many subclauses. Instead, each sentence should convey one idea and do so clearly.

If you’re creating a blog post or article for someone else, including interviewing them, for example, always try to reflect their tone of voice in the content. This is particularly important when working with owner-operated businesses or those with a strong and established TOV. The better able you are to capture the way someone speaks and translate it into written content, the more successful you will be as a writer.

Tip #7          Remember, you’re a human

The writer is the (often anonymous) interlocutor between the reader and a business. You’re the channel through which the company can convey its ideas. But as a writer, you’re making value judgments, filtering out what’s irrelevant, and focusing on the core content.

When writing and editing your content, think about building human connections. What do your readers want to know, and what’s the most effective way to convey it?

Too many writers use writing assistants when creating content. We’re talking about Grammarly, Wordtune, Zoho, etc. While these systems are undoubtedly powerful and effective, they’re reductive. The language models inside them aren’t as sophisticated as the creators would have you believe, and by blindly following their suggestions, your content can become stale.

The true power of content comes in creating personal connections. AI, machines, and automated editing software can’t do that. Embrace your human frailties and create better content!

Tip #8          Professionals introduce personality

This is a follow-on from the tip above and is what marks out the difference between a pro SEO writer and an amateur.

Professional writers aren’t afraid of going against the rules and introducing some personality to their work. This can include messing with structures, using unique phrases, or just writing in a unique way.

When you sit down to write a blog or piece of content, consider how everyone else would do it – and do the opposite. Even if it doesn’t work, it’s an interesting exercise that gets you to actively engage in the content production process rather than engaging autopilot.

Tip #9          Ignore online guides (but not this one)

The internet is full of clickbait junk, and some of the worst offenders are SEO content guides created by agencies. They’re going to provide you with the basic tips that anyone who’s being paid to write for SEO should already know.

These guides are damaging to content. Why? Because they suggest that anyone and everyone can create compelling content by understanding the structure you must follow. But this isn’t true.

Today – and in the future – the originality of your content and the insights inside it are of critical importance. SEO writing guides, particularly those that focus on structure and not content, aren’t worth your time.

Tip #10        Avoid puns

Puns are lazy, and they’re also exclusive. If you don’t understand the reference point, your pun will fall flat.

A good pun makes us smile as much as the next person, but overusing any technique can make your content harder to read. In some cases, puns just appear lazy, so avoid them where you can. This isn’t really an SEO writing tip, but we hate poor puns, so if including it here removes one pun from the internet, it’s worth it.

Tip #11        Make content comprehensive

Think a 500-word blog will achieve anything? It won’t. Google wants content that’s comprehensive and, more importantly, demonstrates authority.

Neil Patel may disagree, but we recommend you publish detailed, keyword-rich, and professionally written content that’s comprehensive. By comprehensive, we’re talking about 1,500 – 2,000 words. The guys at Wix have found that 2,450 words is the “sweet spot” for content, although that may have more to do with the fact that page builder sites aren’t optimised for SEO.

Is 3,000, 5,000, or even 10,000 steps too long for a blog post? No. In fact, you’ll find several blog posts on the 42group site that exceed 4,000 words. This isn’t a crude attempt to keyword stuff, but the fact that the subject demands it.

Instead of focusing on word count, focus on readers.

Tip #12        Answer every question

Your content must deal with any topic or subject in the greatest possible detail you can. As a writer, you must approach a question from every angle possible – and incorporate that into your content.

Traditionally, FAQs would do this, but there are ways that you can reflect questions throughout the text. How can I use questions in my SEO content? There you go – you just have.

Questions are a great way to engage your reader in conversational content. Including questions within the text can make the article feel less like a lecture and more like an exchange of ideas.

Tip #13        Have fun with formats

Every SEO content writing guide tells you to structure your content in a linear fashion, with an intro, headings, subheadings, FAQs, and conclusion. They do this because it’s easy, not because it’s effective.

You should aspire to create content that’s unique, original, and engaging – not the same as everything out there. The last thing we need is 1500 more words explaining what a page title or meta tag is.

Creativity can’t be dictated but must be discovered. Try something new with your content and see what happens – the results could be incredible.

Tip #14        Make headings interesting

SEO guides will tell you to stuff your headings full of keywords, which can lead to content that sounds the same. It may prove successful for search engine crawlers, but it’s not going to deliver the most rewarding experience for the reader – and that’s going to limit its impact.

Instead of stuffing your heading with keywords, think like a reader, and ensure every heading improves the experience. Headings are used by skim readers (remember them) to navigate through an article, so

Tip #15        Make content a dialogue

Conversational content is an effective strategy that we love. Instead of presenting yourself as an authority on a topic talking down to a reader, position yourself as a guide taking your reader through a process of discovery.

This works best with a narrative approach, working through a problem methodically. Through the content, you can ask questions and respond. Creating dialogue-driven content builds up layer over layer of content to provide a comprehensive overview of a topic.

Tip #16        Identify your commonly used words – and avoid them

Every writer has stock phrases they love to use. The problem happens when you use them over and over and over again. Work long enough for the same client, and your content will become stale.

It’s a great idea to read over your old content and identify words, phrases, and even article structures that you use too much.

Casting a critical eye over your own content is a part of becoming a better writer.

Tip #17        Read books, not blogs

Blog writers shouldn’t be blog readers. The best SEO writers aren’t SEO writers at all; they’re just writers.

If your sole focus is on creating content that ranks, you’re letting your reader down. We have faith in you. We know you can do more!

One of the biggest traps every SEO writer falls into is reading the type of content that they write. Want to know a secret? We don’t read blogs (unless we have to). When we’re relaxing with a coffee or glass of red wine, we’re going to be found with our heads in a book. It could be a book about psychology, historical fiction, a biography, or anything that takes our fancy.

Reading fiction, for example, can provide you with incredible insights into the way humans think and feel. This can influence how you approach your writing and (yes) benefit SEO. A well-read writer is going to be much more effective in using language and creating content that’s original, engaging, and interesting.

Tip #18        Edit like a reader

The editorial stage in SEO writing is often used to add more keywords, including various permutations. But that’s not going to help you create content that builds human connections.

Online readers want answers. They’re less likely to invest time in a blog if it’s not quickly getting to the point and delivering value. While you may love a delayed drop intro, your readers won’t. Before publishing, posting, or sending your content to a client, edit like a reader.

The ability to edit like a reader is one of the key skills that sets apart an SEO writing pro. Get it right, and you won’t struggle to find work.

Tip #19        Never, ever, ever, (ever) copy

How many times has a client contacted you and asked you to generate a blog based on an existing title or published post? This happens far too often for our liking and reflects the worst part of SEO content.

If someone has already written a post before, then do something new. And always refuse to copy other people’s content.

Tip #20        Create human connections

In a world that’s being subverted by fake news and the rise of AI, the work of writers like you is more important than ever before. Why? Because only you can create human connections with your readers.

AI platforms are like eager assistants. They’re full of ideas without the focus, skills, or experience to make them work. While the language models show promise, the content AI create is unfocused, inaccurate, and – worst of all – immature.

To succeed in SEO and as a content writer in any niche, embrace your advantage over AI – and focus on creating human connections.

What does 42group know?

Quite a lot, actually. We’re regularly creating SEO content for some of the world’s biggest brands, exciting start-ups, SaaS businesses, and others who don’t fit into that category. Which are you?

In the end, it doesn’t matter. If you need SEO content that’s fresh, bold, and never boring contact 42group.


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In this expert guide to content marketing, we’ll show you how we create valuable content that resonates with audiences and drives results for businesses and brands. It’s the ultimate guide to content marketing. The lessons here should help you create better content that’s 100% focused on customers.

What is content marketing?

Let’s start with a definition: Content marketing is online material created to help boost the profile of your brand and build connections with customers and clients without aggressively promoting your brand. 

It’s not about giving people the hard sell but about providing valuable content that improves the perception of your brand.

Content marketing channels include:

As well as written content channels, in 2023, content marketing also includes audio and visual media, like:

You can approach content marketing on a piece-by-piece basis, but the real power of content is unleashed when you use it strategically.

We call this customer-first content. Putting your customers at the centre of your content marketing strategy is the only way you’ll create material with genuine value. The result is content that creates human connections. The result is a huge boost in brand perception, customer engagement, and sales.

Does content marketing still work in 2023?

Content marketing is more important than ever. Strategic content marketing can help

Some businesses are put-off content marketing because they’re unsure of how it contributes to the bottom line. Customers want to buy from brands and businesses they trust. A recent survey by online software business Stackla found that 80% of consumers want their brands to be authentic.

The purpose of content marketing is to tell your brand story. It’s about making your brand and business tangible. Content can also be used to improve the user experience, reduce friction in the sales process, and provide first-level technical support.

We know from the brands and businesses that collaborate with us that content marketing can help brands increase search engine ranking, increase sales, and boost profits – but only if it’s done strategically.

Stats from SEMRush’s State of Content Marketing: 2023 Global Report demonstrate that content marketing is more important than ever in 2023:

Businesses are often concerned about investing in content marketing because of its perceived cost and the challenges in assessing impact. While it’s simple to draw a line from PPC ad impressions to clicks and customer sales, the impact of brand building on the bottom line through content marketing is tougher to analyse. We’re not going to enter into the PPC v content debate here but look out for a future post.

Building a customer-first content strategy

At 42group, we take a strategic approach to content – and you should too. The purpose of content marketing is to improve your brand perception among key customer groups. It’s also to establish authority in your niche area – something you can only achieve by creating content with value.

We offer our clients a comprehensive range of content marketing services, including:

Our clients can pick individual services, but the real power comes from developing a customer-first content strategy.

This list contains all the elements you need to consider when considering content marketing for your business. In this section, we’re going to work through each of these content areas, explaining what they are, and why they are a critical part of creating killer content.

Customer analysis

Who are you writing for? It’s a question that too few businesses ask themselves before investing in content marketing.

Before defining your content marketing strategy, you should invest in developing customer insights that will inform your planning. The first think to look at is the performance of your current content. Using freely available tools such as Google Analytics, you can assess:

Researching your current content and assessing performance can help you identify what’s popular among your audience and what’s not.

It’s essential that you explore your audience and understand what they’re searching for (literally in terms of keywords) and the content they want from brands.

Creating personas is a useful approach in helping to define your audience. They can help you understand their characteristics and buying behaviour, which can influence everything from channel selection to tone of voice.

You can develop personas as a paper-based exercise involving internal staff. If you’re a big business (with budgets to match), then research such as surveys and focus groups can provide valuable insights.

Pro tip: Before creating a content strategy, develop a clearly defined vision of your reader. Use every scrap of intelligence inside your organisation and outside of it to develop personas.

Competitor content audits

If your business operates in a competitive industry, sector, or service niche, you should check out the content your competitors are producing.

Billions of blogs and web pages are being published each day, which means competition for key search terms is higher than ever before. Businesses and brands are vying for our attention, but they only have an estimated 14 seconds to do it.

The purpose of checking out your competitors’ content isn’t to copy it. There are many moral and ethical reasons why this is a bad idea which we won’t go into here. Instead, it’s about learning what resonates with audiences and ranks in search engines.

While you won’t be able to access Google analytics, spending a few hours at a desk with a computer can help you to learn a lot about competitors. You can check out content that’s ranking, the sort of branded content your competitors are producing, and what’s proving popular on social channels. If they’re investing in PPC, you can also assess ad strength, too.

A content gap analysis can help you identify areas where you don’t have any content. You may spot specific post ideas or whole subject matter areas you’re currently ignoring.

Pro tip: Gather information on competitors and use this as inspiration for your own ideas. Don’t EVER copy a competitor’s content.

Keyword analysis

If you’ve got customer questions, Google’s Keyword Planner often has the answer. Keyword planner can help you identify the core keywords your customers are searching for.

If you’re reading this, we’re guessing you already know how to use Keyword Planner. (If not, check out Google’s simple-to-follow Keyword Planner guide.)

One of the important recent development Keyword Planner can support with is the growth of voice search. In the States, 50% of people use voice search, with most preferring it to text. It’s only going to become more popular – and it will impact the content you create.

We use Keyword Planner for optimisation and identifying high-value keywords, as well as niche keywords your competitors may be missing out on. Keyword Planner can also help you identify new content avenues and ideas.

Pro tip: Use Keyword Planner to identify focus keywords and generate new ideas for content. Consider the impact of voice search, and design content to appeal to Alexa.

Message hierarchy

Your message hierarchy defines your core and supplementary messages. Creating a message hierarchy provides structure and clarity for your core messages. By putting your core messages down on paper, you can ensure that every piece of content boosts your brand.

Your business message hierarchy should:

This sounds like a huge amount to work through, but it doesn’t have to be. If your company already has a strong brand, an established tone of voice, and clear guidelines, you can define your core messages in a short and simple briefing sheet.

Pro tip: Build your message hierarchy around customers, not your boss.

Content calendar

By this stage, you’ll have a clear understanding of your customers, and clarity on your messages, now it’s time to create a content calendar that identifies the type of content you want to create and the channel.

At 42group, we’re big fans of focusing on pillar content. When defining a content campaign, we identify a focus area (keyword, customer segment, or subject), and then develop a core piece of content that works as the engine room.

How does that work? Err, you’re reading it…

Our Expert guide to content marketing is a long and detailed piece of content with value for readers. Traditionally, this piece of content would be gated, but in 2023 that’s a bad idea. (It’s not searchable, people are more protective of their email addresses, and we expect valuable content for free.)

Here’s how we could (and probably will) use this guide strategically.

Over the course of the year, we would replicate this process 3 or 4 times (once a quarter is enough). We’d plug everything we do into a calendar, showing how every piece of content contributes to our overall business objective (to increase visibility for our content marketing offer and generate more enquiries).

Creating a content calendar provides clear deadlines for everyone involved in the project. It also illustrates how every piece of content has the same ultimate outcome.

Pro tip: To keep your project on track, create a shared calendar in Google Sheets (or your productivity software) and give everyone access. Use this as a central repository for content management, ensuring everything is delivered according to plan.

Content creation

Content creation is where everything starts to take shape! We’re not going to explain how to write content here, as that’s a whole other challenge (and something we’re covering in another detailed post!).

If you’ve followed the steps to this point, you’ll have a clear idea of your audience, competitors, and the type of content that your audience is searching for.

If you’re developing an integrated content campaign, you’ll have decided on a mix of content types, including:

Before commissioning any content (even a few PPC ads or a short blog), you must create a brief.

To help you, we’ve created an in-depth guide on how to create a content marketing brief. As well as outlining the process you should follow, we’ve shared a template brief that you can use.

Pro tip: Never commission content or work with a writer unless you have a clear brief. For that, read our guide on how to write a beautiful content marketing brief.

Content management

Content creation is the fun part (for us, at least), but you’ll need to ensure you have a process for content management. That includes posting blogs online, sharing content through social media, and managing PPC ads.

The first part of your content management process is quality-checking all content to ensure that it’s well-written, customer-focused, and captures your tone of voice. When working with multiple freelancers, you’ll need an in-house editorial team. If you work with an agency like 42group, we’ll do that for you, delivering 100% publication-ready content for every channel.

We’re big fans of automating content publication, including pre-loading blogs with pre-set publication dates and pre-scheduled social posts. Instead of waiting until the last minute, the best content managers are serious about planning.

Your content team should have clearly defined roles and responsibilities, with everyone aware of what’s happening and when.

Pro tip: Define roles and responsibilities and pre-plan content publication, sharing, and syndication.

Content editing

The world changes, and so must your content. The most switched-on brands and businesses regularly edit, update, and amend core pieces of content to keep them fresh and relevant. Reviewing old content can also help you identify any access issues, ensuring the best reader experience.

We recommend that you review core pieces of content every year. You should read through the content with a fresh pair of eyes, identifying any technical issues and content updates. It’s a good idea to add more information to pages if it adds value to readers.

If you’re dealing with rapidly changing technologies or solutions (say you’re an SEO agency, for example), you’ll want to review content more frequently. Why? Because no customer will trust you if your Google Analytics guide isn’t 100% focused on GA4.

Pro tip: Plan to review all core content at least every 12 months.

Review & refine your content strategy

The best content-focused companies will regularly review and refine their content strategies. The wants, needs and motivations of your customers change. We’re in a cost-0f-living crisis where cash is tight. Brands need their content to reflect the reality of the world we’re living in today, not how it was in the past.

As an agency, we often work with clients who want to refresh their content or get a trusted partner to cast an expert eye over their content strategy or published material.

When reviewing content, work through this list and ensure content reaches the required standard, including:

As part of our content refresh process, we work through every piece of content applying this filter. If the content isn’t delivering the outcomes it could or having the impact it should, we make recommendations about how it can be improved. This can be as simple as a spring clean to optimise it for SEO or a complete re-write for inaccurate or outdated content.

Go forth and create better content…

It’s always going to be a challenge to condense 20 years’ experience into a few thousand words, but we hope this guide will give you the confidence to start creating better content.

Approach your content strategically, and put your customers first. Focus on providing value to your readers, and you’ll find a massive boost to your SEO performance. Create shareable, original, and engaging content and you’ll smash it.

Go forth and create better content!

Create customer-first content with 42group

Publishing a random 500-word post every month won’t help your business – but it could damage your brand. The most effective content strategies are built around customers and driven by data and insights – and it’s what we do best.

There’s no hard sell here; we’re confident we’re the UK’s leading content agency. Check out some of our clients, learn about our services, and contact us if you want to improve your content.

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Content marketing FAQs

Got a question about content marketing? We’ll answer it for you. Here are some of the questions we’ve been asked, and that you’re asking Google (Keyword Planner and Answer Socrates are great resources).

What is content marketing?

Content marketing describes content used to increase interest in your product, service, or solution. It’s not about explicitly promoting your service, or selling your product, but about a value exchange – you’re aiming to provide information, insight, and even a little inspiration to your existing and potential customers.

You can view content marketing as brand building. Content marketing includes a huge range of activities, including:

We’re also seeing audio and visual content (podcasts, video, and animations) as part of integrated content marketing strategies.

Is content marketing effective?

Yes! We’re in an economic crisis, and every business is investing in marketing to get ahead. Content marketing is a powerful channel to help you reach new customers. Unlike PPC, which captures search intent at a specific point in time, content marketing can help your business establish a sustainable advantage in any market. Whether you’re in B2B, B2C, or

We’re not going to cut and paste, but here are some superb stats from Semrush on why content marketing is critical in 2023.

Is content marketing videos?

No content marketing isn’t video, but video plays a valuable role in a value-driven content marketing strategy.

The stats on video engagement are pretty incredible. Millennials (some) and Gen Z (the majority) are more likely to consume video content than sit there and read a blog. That doesn’t mean that written content (blogs, whitepapers, online content) has no future, but if you’re not adding audio-visual content to your digital marketing mix, you’re missing out.

How do content marketing and SEO work together?

Successful SEO and content marketing are integrated. SEO-optimised blogs play a key part of a successful content marketing strategy, but you’ll want to do more to boost your brand online, including adding ebooks, whitepapers, social media and (possibly) PPC. You should also consider animations and video too, as they’re increasingly popular content channels for all brands.

Is content creation the same as copywriting?

Excellent question! Copywriting and content are separate and different disciplines that demand different skills.

Is it worth investing in content marketing?

Content marketing is a valuable channel to engage your audience, provide value, increase SEO and drive sales. All from one blog? Sadly, not.

To achieve sustainable results from content marketing, you must approach it strategically – that means building up an integrated programme of content marketing activities that build a picture of your brand to customers, website visitors, social media viewers, and search engines.

Does my business need content marketing?

It depends. PPC can provide your business with instant visibility, and, for some businesses, it’s the most effective strategy for short-term success. However, to establish a long-term sustainable advantage, you should invest in content marketing.

You’ve read the stats above (right?), and the reasons should be obvious. If your business isn’t investing in content marketing, be prepared to get beat by your competitors. You have been warned….

Should I work with a specialist content marketing agency?

The age of the full-service agency is dead; long live the specialist agency!

Content marketing demands a specific skill. You want expert writers who understand your business and approach the task with experience, insight, and enthusiasm. SEO agencies and design agencies will either have a junior writer, outsource to cut-price content mills, or *shudder* use AI to generate content.

While some non-specialist content agencies can probably produce good content, we would always recommend working with a specialist content agency (err, like 42group!).

Can I trust my SEO agency to manage content?

There are two questions here:

Do you want your SEO agency to upload content to your website and share it on social channels? You can trust your SEO agency to do this.

Do you want your SEO agency to drive your content strategy, create all materials, post to channels, and provide ongoing support? You can not trust your SEO agency to do this.

Why can’t you trust your SEO agency to do this? It’s not their core skill set. SEO agencies aren’t expert writers, they’re not trained journalists, and their sole focus will be to increase your ranking. That often (but admittedly, not always) means content isn’t written for audiences, but algorithms.

Is content marketing the same as blogging?

Content marketing is a strategic approach to creating content that boosts your business and builds your brand. While almost all content marketing strategies include blogs, it’s much broader than that, including branded content (Ebooks, whitepapers, lead magnets), social media, PPC, and newsletters – as well as other specialist content.

How can I write a content marketing brief?

Great question. We’ve created a detailed post showing you how to write a content marketing brief that will ensure every piece is positioned perfectly and 100% focused on your customers.

Why is my SEO content not ranking?

There are loads of reasons why your SEO content isn’t ranking. In fact, we identified 22 reasons – all of which you can read about in this detailed blog. When you identify why your SEO content isn’t ranking, call us for a solution.

What should I pay for a blog in 2023?

You should notice a theme here…. A bog-standard, badly written, and boring blog will cost you just £50. But is that what you really want for your brand? A well-written, targeted, and totally fantastic blog from 42group can cost you around £150. Read more about what to pay for a blog in 2023 in our post here.

We’re not picking on Neil because we’re bullies. His blogs are an incredible source of knowledge for us. But the lesson here is clear. Focusing too much on the technical aspects of SEO obscures the real purpose of producing content, to deliver value for customers.

Do SEO experts care about your customers? Our experience suggests they don’t, and that’s a massive problem if you (or your SEO agency) is following their advice driving your content strategy.

Technical experts lack emotional intelligence

Yes, we know that being a world-famous SEO guru means that people will pay you for your technical knowledge and skills. Neil probably earns more in a week than we do in a year, and that’s fine. He’s earned it.

But the single-minded focus on the algorithms that power search engines misses the fundamental purpose of content: providing value for customers.

Don’t just listen to us. Read the blog post and make up your own mind.

Here’s Neil’s post in a nutshell:

All that work, effort, and inspiration, and he’s not mentioned customers once. Ok, so we can assume his section on keywords is about customers, but he’s not explicitly focused on what’s driving the search intent.

He doesn’t care about your customers.

To be fair to Neil, he says to rank well, SEO content should have three things:

  1. The content should be deep
  2. The content should have comprehensive coverage
  3. The content should be focused on the topic (keyword) you want to rank for

Notice anything that’s missing? Yes, Neil is focused too much on the technical that he’s missing the rational and emotional triggers that are used to create effective content.

He concludes this way:

When you create content with those three characteristics, you might find yourself writing a 4,000-word article. Or it might be 1,000.

Either way, it’s going to be good.

And that’s what Google likes.

What about readers, Neil?

Perhaps it’s understandable, given that his audience is technical. His focus on backlinks, ranking signals, and SEO optimisation may deliver ranking – but it’s not focused on delivering value for visitors, customers, and clients.

Why does this matter?

Because the way that SEO experts approach content defines the terms of engagement in our industry. These guys set the context for the way we work and the way we write.

Now Neil is a guru, a Grande Fromage of the SEO world and wildly successful – but that doesn’t mean he’s right here.

Instead of calculating the value of clicks, consider how your content builds human connections.

In time the SEO strategies that work today won’t work tomorrow (hello AI, voice search, and new technology we can’t even comprehend today). Only by creating content that engages readers on a rational, technical and emotional level will you build content with value.

Does your SEO agency care about your customers?

Our guess is that they probably don’t. SEO agencies are focused on improving your ranking, and they’ll use every tool to achieve this, including content. When you outsource content creation to your SEO agency, you may see short-term results in rankings, and if that’s your aim, then keep going!

However, if you’re a business that cares about its customers and wants to build brand engagement through content, it won’t achieve that.

Should you trust your SEO agency to commission and create content? It’s up to you – but always think about your customers.

42group: Customer -first content

We’re an agency that puts your customers first. Whether it’s creating content, copywriting, SEO, or editing existing content – it’s 100% focused on your customers.

Contact us today if you’re searching for a new content partner. the answer is 42group…

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At 42group, we work with businesses and brands of all sizes. From the ones you use every day (hello Google) to supercharged start-ups and SMEs, we’re at the forefront of content – and we want to help you.

In this guide to small business blogging, we’re going to go back to basics and break down the blog process into manageable chunks. Read it, understand it, and implement the advice, and you’ll be creating compelling blogs in a few hours.

The key to creating content that has an impact is to define its purpose. We call it strategic content, and we’ll explain what that means and why it’s essential.

Ready to start small business blogging? Let’s go…

What is a small business blog?

Pretty much every business with a website has a blog. You might see it called various things, including news, articles, insights, updates, etc. But basically, it’s a blog.

So, what’s a small business blog? A small business blog is a place where you can publish information and updates on your products and services. It’s also a place where you can engage customers directly, answering questions, providing answers, promoting new business wins, and company updates. You can also use your small business blog to share insights from company figures, comment on the latest news and industry developments, and promote your brand.

Small business blogs can take all sorts of forms, including:

The best SME blogs mix and match all of these post types to create a compelling mix of content for readers.

A great way to think about a blog is as a newspaper (or a news website, as nobody buys print anymore). Open any news website (the BBC is a great example), and you’ll see a range of content, from traditional news stories to in-depth features, alongside interviews and Q&As.

You’ll also see that the traditional written format is augmented by videos, animations, and audio (typically podcasts). While audio-visual content is likely to be the future for SME communication, your blog still has a role to play for a few years yet.

Why should I invest in blogging for my small business?

As a small business, we know how difficult it can be to find the time and resources to commit to creating content. There are many conflicting priorities, and customers must always take precedence – but every blog is an investment in your business.

Here are 10 reasons why you should invest in a blog for your small business:

  1. Blogs boost SEO: A regular stream of high-quality content on your website provides a strong signal to Google and will directly improve your search engine position. This is a fact.
  2. SME blogs connect you directly to customers: Your blog is a channel that connects you to customers. You can answer questions, provide information, and share insights that improve the user experience.
  3. Blogs can reduce customer contact time: Software companies regularly produce posts that deal with common customer issues. Instead of costly call-centre operatives, they can point to a blog. This not only reduces customer contact time but provides rapid resolution to customer queries making it a genuine win-win.
  4. Blogs are a powerful promotional channel: Got a new product, service, or solution? Promote it in your blog. Your blog is a free – but highly powerful – channel to boost your brand. You can share content through all channels, funnelling them directly back to your site.
  5. SME blogs are the engine room of content: One blog post can be repurposed in multiple ways. It can be used for social media posts, as a newsletter article, or LinkedIn piece. You can share each post multiple times a year, generating significant value from your initial investment.
  6. Increase customer validation: A regularly updated blog demonstrates to customers that you invest in your business and deliver value to users. This can help to increase validation in your business among customers. In business, trust= sales.
  7. Differentiate your business: A blog is an asset that can make your brand stand out. If customers are weighing up two competing businesses, the value of content in your blog could be the difference between winning and losing business.
  8. Blogs can be landing pages: We’re getting into the technical aspects of digital marketing, but your blog can be used as a landing page to capture clicks and convert them to customers.
  9. Blogs are cost-effective: If you’re a confident writer, you can create a blog post yourself and publish it. Net cost = zero. Impact? See above!
  10. Give your business personality: We’re bored of brands that say nothing, stand for nothing, and do nothing. Your blog is a chance to bring out your brand’s personality and show customers you stand for something.

Step-by-step guide to writing a blog for *every* small business

OK, so we’ve described what a small business blog is and why SME blogging can boost your business, in this section, we’re going to outline how to create a blog.

Before we get into the writing, we’ll touch on the importance of content strategy. Publishing a random post each week or month won’t benefit your business (sorry). Instead, you must consider content strategically. Simply put, every post must have a purpose. We’ve created a detailed guide on how to create an SEO content strategy for your small business, so start there.

While creating a blog can be a complex process, we’ve split it into 5 sections here to help you. We’re going to assume (or hope!) that you’ve read the content strategy guide and are familiar with some of the terms here.

  1. Generating content ideas
  2. Creating a headline
  3. Writing the standfirst
  4. Article structure
  5. CTA

Generating content ideas

It’s easy to think about your blog in broadcast mode, using it to tell customers what you want them to hear. But that’s the worst way to use your blog. Why? Because we’re all selfish, and we want to know what’s in it for us.

Look at it another way. You’re asking someone to spend their time reading your blog; what’s in it for them?

So, you’ve followed our guide and, identified your keywords, digital marketing strategy and SEO goals, and analysed what your customers are doing. Now it’s time to get creative!

As an example, let’s say we wanted to create a content strategy for a Bristol content marketing agency. We’d create a 3-month plan of content that builds on each piece to present to Google and our potential clients a complete offer.

We’d start by building an anchor piece of content. This is the long piece we’d use as the heart of all content. We could call it” The ultimate guide to Bristol content marketing. This would be a long-form piece (2,000 – 5,000 words long); be packed full of information, keywords, links, and more. It would provide value to our customers and answer their questions.

Once this was in place, we would create a 3-month long content plan that focuses on interesting ways to build content. Examples could include:

These are all clearly designed to help capture your keywords, and there are only 7 of them.

But we need to remember that content is about value, so we’d also create content that

We’ve already generated 10 ideas, and we’re only just getting started on the top search terms.

For many small businesses, the benefits are all about hyper-local search. We can illustrate this with another example for a Bristol removals company.

We’d create a piece of pillar content, “The ultimate guide to Bristol home removals” and then we’d start to get tactical.

When people search to move, they’re going to get into the details. We can see that the competition for generic search terms is high, but the value is in getting into the niches. When building a blog strategy, we’d explore the niche terms:

These are all going to deliver small volumes, but we know certain things about the customers:

Small businesses, particularly those working in specific geographic areas, must go where the competition is low to build your advantage. Dominate your niche.

Here are some pro tips for generating small business blog ideas:

Creating a headline

Your headline is the first thing your readers will see and the only thing if it’s not compelling enough. SEO agencies will suggest stuffing keywords into your headline. While it’s important to use keywords, think about the user first.

We work with service businesses that want to engage customers. When writing headlines, think like a customer.

Here are a few questions to ask:

Take this post, for example. We’re guessing you’re a small business owner searching for information on SME blogging. Naturally, you’ll want all the answers (hence it being the ultimate guide), including how you can create a content programme to boost your business. An analysis of search terms shows that there’s enough traffic for a dedicated small business blog post, so we’ve created one.

When creating your headlines, here are some principles to guide you:

We’re going to create a detailed headline writing masterclass in the future, demonstrating the techniques we use to create headings that cut through.

Writing the intro

 At 42group, we’re journalists at heart and still cling to the old ways. The intro is your intro paragraph and it’s essential that you get this right for every blog.

We’re going to use the example of this blog to show you how it works:

As a small business, it can be hard to find the time to blog for your business, but failing to do so could see you miss out on a whole range of benefits. An SEO-optimised blog can help establish your brand, boost sales, increase search engine performance and provide a critical channel for communicating with customers. Here’s our ultimate guide to small business blogging.

Sentence #1 – Creating a connection

We start by creating a personal connection and showing we understand that you want to start a blog, but there are barriers in the way. For most SMEs, it’s time, so we lead with that. It’s called a pain point.

Section #2 – Expressing value

You’ve obviously not invested in a blog yet, because you’re not convinced it’s worth it. We’re going to show you why it is and the various benefits a regular blog can deliver to your business. As well as expressing the value of the blog, this illustrates our understanding as an agency about what blogging is and how you can use it. Familiar terms make it easy to relate to and provide reassurance that this isn’t another guide written by machines or full of technical jargon.

Sentence #3 – Explain what it is

This isn’t just any old guide; it’s the ultimate guide. It’s about grabbing attention and keeping it. If you’re reading this sentence, it’s worked, right?

Too many writers (even professional ones) fail to capture the attention of the reader. They’re either too promotional (“We’re the leading provider of…) or are too conversational (“Have you ever wondered what a blog is?”). They can be too technical (“Blogs are a cornerstone of digital marketing and SEO…”) or just plain boring (see most digital marketing agencies for examples here).

To simplify it, there are three ways to connect with readers:

  1. Rational – they know they should do this, you’re explaining why.
  2. Technical – you’re going to simplify technical details and deliver value
  3. Emotional – playing on the heartstrings to create a connection

The best introductions touch every one of these three elements. Learning how to do this takes practice (we’ve been doing it for 20 years and are still learning). As a shortcut, you can find introductions that you like and analyse them and implement the lessons. (Don’t copy, obviously).

Article structure

Your article structure depends on the type of article you’re creating, the length, and its focus. While we’re going to provide some generic advice, here are some basic principles for article structure.


Every website post (blog, in other words) should have a purpose. You’re not Carrie Bradshaw taping away listing the details of your love life; you’re a business that’s trying to create connections with customers – and that needs a call-to-action (CTA).

Content marketing is less about explicitly promoting your service, and more about sharing information, insights, and updates. This post, for example, is all about offering value to you, even though you’re (currently) not a client. Why? Because you could become a client in the future – and even if not, we hope that this will help to improve the quality of your written content.

You can add an explicit CTA to every post at the end with an instruction to contact you for more information. But it doesn’t need to be as explicit as that, you can add links to your services, case studies, and other blogs (as we’ve done in this article…). These aren’t technically CTAs, but they work to create connections.

Of course, if you’re promoting a service or new product, then feel free to include a single-line promo push at the end – as we’ve done.

Optimising your blog for search engines

Blogs are a critical part of your SEO-focused digital marketing strategy, and to deliver results they’ll need to be optimised. Before we start explaining the basics, here are 22 reasons why your content may not be ranking. If you’re already blogging and doing the basics, but not getting results check here first.

This is a brief outline of how to ensure your small business blog is optimised for SEO. We’re going to create a more detailed post in the future, so check back for updates.

Here is our basic tick list for optimising your small business blog:

Our advice: Start small business blogging today

We know there’s a lot of information to take in here, so take your time and work through this small business blogging guide in steps. While it can be daunting to start a blog programme, there’s no better time than today. Your blogs probably won’t be perfect, but anyhitng is better than nothing – so our advice is to start small business blogging. The lessons you learn through the process will see you continually improve both the process and content production.

Better small business blogging with 42group

(Remember our advice about CTAs? Here’s one…)  We work with small businesses to help them connect with their customers, and we can help you. If you’re searching for a partner to produce a single blog, develop a comprehensive strategy, or smash out blogs at scale for your SaaS start up, we’re your ideal agency partner.

Contact us for a no-obligation chat about small business blogging, and let’s get started…

Get in touch

Small business blogging FAQs

You’ve got questions, and we’ve got answers. Here we provide some small business blogging answers to questions we’ve been asked by businesses like yours. Don’t see your question answered? Message us, and we’ll be happy to answer it…

Is blogging content marketing?

A blog is a content marketing channel, and your blog should play a part in every digital marketing strategy. But content marketing for small businesses involves all content channels, including branded content (whitepapers, reports, etc.), PPC, social media and newsletter. It also includes audio content (podcasts) and visual content (films and animations).

How often should I blog for SEO?

Google doesn’t provide explicit instructions on how often you should blog, but we recommend 1-2 times per week. For a more detailed and comprehensive answer, check out our guide on how often you should blog for SEO.

How long should my SEO blog be?

Check out the guide above! Ideally, your bog posts should be 1,500 – 2,000 words every post. If you’re attempting to rank for competitive search terms, you’ll want to create even longer content. This could be up to 10,000 words. (Yep, that’s 10,000 words.)

How long will it take for my blog to have an impact on SEO?

SEO should be seen as a long game. Your’e not going to see results immediately, but invest enough time, and you will. For the best results, we recommend developing a comprehensive SEO strategy (in partnership with a technical SEO agency and a content agency. Together, they can assess your current position and develop a strategy to deliver you sustainable SEO success.

Why is my small business blog not delivering SEO results?

Your SEO content not ranking is always a cause for concern, and there can be several reasons why. In fact, we’ve identified 22 reasons why your SEO content isn’t ranking. Check out our in-depth guide here and follow the lessons to improve your ranking.

How much should a blog for my SME cost?

Small business blogs can cost anything from £50 for an entry-level 500 word piece to £300 for a 100% original piece written by an expert. Find out how much you should be paying for a blog post in our guide.

Should I get my SEO agency to write my small business blog?

No! Your SEO agency are technical experts, and they’re going to help you rank. But they’re not content experts – and that matters. SEO agencies approach content in a different way to a content agency. Content agencies like 42group use content strategically to help increase audience engagement and boost your brand without compromising on quality or using poor techniques to game the algorithm.

You wouldn’t pay a plumber to fix our faulty wiring, so don’t pay an SEO agency to create your content.

Should I spend money on PPC or an SEO blog?

In our opinion, you should view SEO, blogging, and PPC as digital marketing tools you should be using. We’ve written a detailed post about why you should invest in SEO and PPC ­– so start there!

Let’s start with a straight-up fact, getting to the top of Google is the aim of any business (including 42group). There are two ways you can do this:

  1. you can earn your first-page ranking through SEO content (and website optimisation); or
  2. you can use PPC ad, outbid the competition, and capture all the clicks

OK, should I invest in PPC or SEO content? We know that businesses don’t have limitless budgets and are faced with tough choices about where to invest. Many B2B and B2C businesses choose to focus on one activity, but is that an effective strategy?

Google provides its answer (invest in both).

If you’re wondering if you should invest in PPC or SEO content, we won’t keep you waiting around. You should invest in both. Doing so will bring you short-term success and help you build a long-term sustainable advantage.

Back to basics: Content-driven SEO

Search Engine Optimisation is an incredibly complicated and challenging area, so we’re not going to cover everything.

 When we’re talking about content-driven SEO, we’re talking about brands that are using SEO content to drive sales and improve their search engine ranking.

We’re not talking about the on-page optimisation, link building, and outreach that are critical to SEO. If you want that sort of information, chat with your technical SEO specialist.

For the most part, we’re talking about SEO content like blogs, whitepapers, and other branded content that is directly accessible to Google (and other search engines, but we’ll use Google moving forward).

Content-driven SEO uses the blogs (and other content) posted on your site to help you build a solid flow of visitors (who turn into customers and clients). Content is used strategically, providing value to customers and users, as well as sending out strong signals to Google.

SEO content is part art and part science. Your blog posts need to be creative, informative, engaging and (importantly), completely original. They must provide visibility, value, and validation, what we call the 3 Vs of SEO content.

But SEO content is also driven by data. Posts are created to match search intent, be expertly structured, use keywords and variations intelligently, and fulfil Google EEAT criteria. (There’s a lot more to it than this, but we’re stuck for time. Learn more in our SEO content guide).

Pros of content-driven SEO

Cons of content-driven SEO

Back to basics: Google pay-per-click advertising

Pay-per-click advertising (often known as paid search) is a simple and ingenious way to get your website to appear at the top of Google. All it takes are some deep pockets. Despite challenging economic circumstances, 80% of digital marketers polled by Search Engine Land said they were either maintaining or increasing PPC spending this year.

Most of us don’t seem to mind being sold to, with 65% of customers clicking on a PPC ad (but remember, a click isn’t a conversion!). Google has created a mind-bogglingly successful business based around PPC and retargeting revenue.

The principles of PPC are reassuringly simple. You identify your keywords (SEO agency Bristol, for example) and set your budget. If you’re willing to spend more than the competition, you’ll hit the top of the Google rankings.

This is the system in principle, but in practice, it’s a whole lot more complex. We’re Google partners and create PPC campaigns for global brands, SaaS start-ups and every type of B2C and B2B business in between. Creating PPC ads involves several core skills:

Let’s look at the pros and cons of PPC advertising.

Pros of PPC advertising

Cons of PPC advertising

Should I invest in PPC or SEO content?

Digital marketing budgets aren’t endless, and bosses, business owners, and investors want to see results.

Should you invest in PPC or SEO? It depends on the status of your business, website UX, speed, business sector (B2B or B2C), and budgets. More fundamentally, it’s linked back to your strategy for business growth.

In the end, PPC and SEO content are two valuable digital marketing strategies that most business should use together to deliver an immediate boost for sales, while also building a sustainable advantage.

When customers ask us to create a PPC strategy, we begin by analysing their current site and identifying the user flow. From advert to enquiry (or sale), you’ll want to minimise the clicks and optimise the speed. For consumer products, PPC can deliver a steady stream of customers who are searching for your product, but if it’s difficult to order, process, or pay, they’ll move on.

For more considered purchases, such as content marketing services, PPC delivers customers to your site (or landing page). From there, they’ll start to build up a picture of your business, and for that, you need expert web copywriting and (yes) content.

The only way we can provide an honest answer about whether PPC or SEO content is best for your business, you’ll need to get in touch with us.

42group: Building a sustainable advantage

Or, to put it another way: we think investing in organic rankings will outperform PPC in the long term.

Many businesses face a false choice to invest in PPC or SEO, but both should play a role in your customer-focused digital marketing strategy.

We’ve used PPC campaigns that have been precision engineered to focus on precisely the people we want to speak with. They’ve enabled us to increase enquiries when we need them, with the flexibility to stop the tap when we’ve filled our pipeline.

Thorough this process, we’re always investing in SEO, developing new content that provides value for our readers. This creates connections (through links, social shares, and guest posting opportunities), builds links, establishes website authority and captures clicks.

Every piece of content we create is an asset that we own, delivering ongoing value and impact for our business. We’re always looking forward, identifying the new challenges businesses face, we can shape content around customer requirements – helping to safeguard our future at the front of SEO content and digital marketing.

Can’t decide on PPC or SEO content? Speak to us…

For 42group, SEO content is an essential investment and illustrates the power ad possibility of great content to drive business success. You should try it. PPC can provide a steady stream of motivated visitors who are searching for your product, service, or solution.

Which is best? We won’t be able to tell you until we learn about your business. That all starts when you fill out our contact form and get in touch…

Get in touch


You’ve got questions about PPC and SEO content? We have the answers! Should I invest in PPC or SEO content? Let’s provide you with an answer!

Why is organic SEO better than PPC?

Organic SEO provides a sustainable advantage over the competition, which PPC provides a temporary boost to your ranking position. PPC is effectively paying for a prominent search engine position. While some potential customers won’t mind clicking an ad, others will search for those with a high organic search position. As we’ve explained above, SEO content is also an asset that delivers sustainable advantage to your business.

Is SEO more effective than PPC?

It depends! SEO and PPC shouldn’t be seen as in competition but as two complementary digital marketing approaches that can deliver benefits for your business or brand. If the budget allows, invest in both (with 42group, of course).

Is SEO or PPC more expensive?

Both strategies will cost money. Initially, creating PPC campaigns can be cheap and easy, but you can find that your budget is rapidly eaten up. SEO content can take months or even years to deliver an impact, and the investment in time (and money if you’re paying an agency or freelancer to create content) can rack up.

There’s no definitive answer to the question of whether SEO or PPC is more expensive. It depends on your business, sector, aims, objectives, and other specifics. The best thing to do is to work with a digital marketing agency you can trust who will provide you with a strategy for success that’s built around you.

Is SEO content classed as an asset?

Absolutely! Your search engine ranking is a major asset for your business or brand. We’ve seen from the stats that a page 1 position means you’ll capture 99% of search engine views (although that doesn’t mean you’ll get the visitors).

If you come to sell your business, your SEO content is intellectual property that will pass to the new owner.

Considering content as an asset rather than ephemeral junk may be a challenge for some, but doing so can help you justify the (often sizeable) investment you must make in achieving a ranking position.

Can I use PPC to sell consumer products?

PPC is an advertising medium that takes you directly to customers. Let’s take the example of a consumer product like the ever-popular vitamin D supplements. Integrating the Google Shopping feed with your website enables your products to be displayed in the carousel at the top of the page and within the Google Shopping search tab.

Setting up the feed is a challenge, but once it’s implemented, it works smoothly. Your product gets advertised directly to customers who are searching for it. If it’s competitively priced, they’ll click on your site (and you’ll pay Google a small fee).

Of course, there’s no guarantee they’ll buy, but you’ll still be charged.

How is PPC different from SEO content?

PPC is a digital marketing channel that provides near-instant search engine visibility for your business, brand, product, or service. You bid against other advertisers for the top position, with Google operating a virtual market. You set a daily budget, and Google will charge you a fee every time someone clicks on your advert. Your advert will continue to be shown until your budget is depleted (which often comes much sooner than you think).

SEO content uses content published on your website (primarily blogs, but can include other branded content that Google can search) to increase your search engine ranking and visibility.

Should I invest in PPC or SEO content? It really depends on what you want to achieve for your business and your budget. We recommend you invest in both.

What are the pros and cons of SEO vs PPC?

If you’ve skipped over the article and just arrived at the FAQs, then here’s a reminder of the pros and cons of PPC and SEO content.

Pros of content-driven SEO

Cons of content-driven SEO

Pros of PPC advertising

Cons of PPC advertising

Is SEO easier than PPC?

Excellent question, with no easy answer. Anyone with a computer, keyboard, and website can start creating content, and, if it’s deemed relevant and useful by the Google algorithm, it will help you rank.

But, of course, behind every piece of content is a whole load of research, insight, and expertise. For content to deliver value and increase your search engine position and performance, it must be strategic.

PPC ads are easy to set up (it can take a Google Partner like 42group less than an hour to do a basic campaign, for example), but like SEO content, the devil is in the detail. Your campaign must be based on keywords and search intent. It must be laser-focused on your audience, with ads targeted at pain points and engineered to push their buttons. Beyond the initial set up, you’ll need support to manage budgets and report on performance, as well as optimise campaigns based on the information you receive.

We’re focusing on the question: Should I invest in PPC or SEO content? This is a long-winded way of saying that, no, SEO isn’t easier than PPC. (And PPC isn’t easier than SEO.) Both digital marketing strategies present their own sets of challenges and opportunities, and you’ll need to work with a specialist to get things right.

Content marketing is basically blogging, right? While blogging is a core part of an integrated content marketing strategy, there’s much more to it than posting a few optimised blog posts and a cute picture of a cat.

In this guide, we’re going to explain to you how we at 42group join together the fundamentals of content marketing and SEO to deliver integrated solutions for our clients. We call it content-first SEO and it’s the best strategy to deliver sustainable success.

What is content marketing?

We define content marketing this way:

Content marketing is online material created to help boost the profile of your brand and build connections with customers and clients without aggressively promoting your brand. 

Content marketing involves sharing the same messages across multiple channels, including:

In 2023, we have to take a broader view of what content marketing is. Nowadays, content also includes audio and visual components, including:

While you may not choose to use each of these channels to engage your audience, they’re part of the digital marketing mix and should be kept firmly at the front of your mind when you’re looking at

Want to know more about content marketing? Read 42group’s ultimate guide to content marketing where you’ll find (almost) everything you need to know.

What is content-first SEO?

We’re going to treat you with the respect you deserve and not go into the fundamentals of what search engine optimisation is and why you need it. (Here’s a good primer if you need one from the experts at Search Engine Land).

As a content agency, we approach SEO from a customer perspective. We’re not going to go into the technical details of SEO (website speed on-site optimisation, backlink building, etc.) These are specialist services that you’ll want to commission from a dedicated SEO specialist.

When we talk about a content-first approach to SEO, we’re focusing on how content can help you improve your ranking, build your brand, and engage your audience.

Content isn’t something you can separate from SEO, it’s the engine room that drives your ranking performance. Without content, your SEO efforts will fail – and that’s a fact. Simply put, without content, your site won’t rank.

Content is the fuel that powers the performance of your website. An integrated content strategy that’s customer-driven will help your website, business, and brand achieve its potential.

How? Let’s look at how content marketing helps SEO.

How content marketing helps SEO

So, we’ve described what content marketing is and our customer-first approach to SEO. Now, we’re going to explain how we use each channel strategically to improve search engine performance.

Before you start sharpening your pencil (or putting your fingers to keys), we only develop our channel mix when we have a deep understanding of the audience we’re writing for. This is a non-negotiable part of the content marketing process. We’ve provided a basic outline about how we define content marketing audiences in our guide, and it’s something we’ll be exploring in future guides – so keep checking back.

Once you’ve identified your audience, defined your keywords, and caught up with what your competitors are doing, you can start building the best mixture of content channels for SEO.

Here’s what each channel does and how using it can contribute to your overall SEO strategy and business success.

Blogs – the engine room of successful SEO

When most people think about content, they’re actually thinking about blogs. It’s true that blogs are a critical part of every SEO strategy. In fact, content operates as the engine room of any successful SEO strategy.

Why? Because regularly updated content with value is a critical ranking factor for Google (and other search engine providers). How they do it, we don’t know – but we know that Google assesses all content in four ways. It’s called E-E-A-T, and it stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

When creating content, posting a 500-word blog every couple of weeks isn’t going to be enough. Instead, you need to develop a customer-driven SEO strategy that delivers genuine value for every reader.

Before we go too far into the detail, check out some of our guides and blogs to help you learn more about blogs for SEO:

The lesson here is that if you’re not blogging, you’re never going to achieve your SEO aims.

At 42group, we understand the power and potential of blogs to supercharge your SEO efforts. We produce high-quality content for businesses and brands in all sectors, helping them to identify suitable search terms and create content that delivers sustainable business success.

“Our systems analyse the content to assess whether it contains information that might be relevant to what you are looking for.” Google, How results are automatically generated.

Branded content – Inspiring your audience

Branded content typically covers a range of resources, including Ebooks, whitepapers, lead magnets. Previously, these would be used as gated content, teased out to your audience, and delivered as a PDF – but not anymore.

Doing this removes any SEO value from it. All the work you’ve put in, and you receive no benefit (boo!).

So, gated content is out. Instead, at 42group (and most SaaS businesses), we put all of our content online and make it accessible to anyone for absolutely nothing. That means anyone and everyone with access to the internet can click on our blogs or into our category pages and get access to all our content.

Why do we do this? Gated content gives us no SEO boost, and most visitors don’t want to share their email addresses with us. We’re happy to give away our content for free, as it demonstrates the quality of work we produce and provides an effective stream of new clients (like you, hopefully!).

Your marketing team might start scratching their heads (or getting a bit scared) if you’re giving away content for free. So how can you use content for SEO and lead gen? Landing pages!

Landing pages enable businesses to capture information on visitors while engaging them with your content. It’s easy to build custom landing pages on your website or by using SaaS landing page builder like Mailchimp, Unbound, or Hubspot. (We don’t have any affiliation with these providers, but we have used them before, and they’re easy enough to use and create effective landing pages.)

Of course, you can continue to produce gated content and publish the old way, but you’re not giving your site any SEO juice, and that’s what this guide is all about!

Social media – Going direct to customers

Social media is a vital channel for content marketing, and if you’re not integrating it into your content marketing plans, you’re missing out.

We’re looking at the impact on content on SEO here, so we’ll be clear that social media activity doesn’t directly impact search. But it can benefit your business, and boost your website, in ways that will definitely increase your search engine position.

So, while social media doesn’t directly contribute to your SEO ranking, it’s a powerful channel for brand building and content sharing, which can. Don’t ignore social media in your SEO-focused content strategy.

The positive thing is that you can use all the information and intelligence on your audience, as well as the keywords you’ve identified, to create engaging social posts. Just remember to temper self-promotion and SEO content with sharing and conversation, core parts of the social media experience.

PPC – Generating clicks, smashing sales

PPC and SEO are two cost centres vying for a business’s digital marketing budget. SEO is a long game with results taking months or even years to deliver results. What you’re doing is investing in sustainable success for your business or brand.

PPC is all about capturing clicks, You set your budget, define your audience, and wait for the clicks to come in. You just have to hope your budget delivers enough clicks to justify the expense, but that’s a blog we’ll put on the backburner for today.

What you do need to ensure is that your ads and content (driven by SEO) are the same. That means the tone of voice, focus, and pain points are all the same.

Readers will spot any disconnect between your ads and content. At 42group, we create PPC ads as part of a complete SEO content strategy. We’ll provide several permutations, enabling you to A/B or even A/B/C test until you find what works.

We’ll also provide clear instructions on pages, content, and contacts to include as links. We’re Google Partners and use the latest tools, technologies, and approaches to help generate clicks and convert them to customers.

Newsletters – Brand building

Newsletters are pretty old school, and while they won’t provide a clear boost for SEO, you can use them to highlight core pieces of content and capture clicks from customers.

We’re not going to focus on newsletters here. But we will do so in a future blog – which we’ll link here when we write it.  

Content marketing & SEO – It starts and ends with strategy

Successful SEO is informed by data, inspired by customers, and driven by strategy. Your content marketing output must be 100% focused on your audience and deliver value. While SEO is about identifying search intent, the best strategies scratch beneath the surface to identify what’s motivating your customers because it’s the best way to capture clicks.

Want to know more? Read our Ultimate guide to content for SEO, or contact us for a no-obligation chat.

Get in touch

Content marketing and SEO FAQs

SEO and content are huge areas in digital marketing, and we can never hope to answer every question, but we’ve done some research and collated some of the common questions we’re asked (and answered them, obviously).

What is content marketing SEO?

Content marketing SEO is the strategic use of digital marketing channels, including your blog, to increase search engine performance. To achieve this, you must develop a deep understanding of your customers and use this to develop keyword-driven content ideas and campaigns.

How to do content marketing SEO?

Content marketing for SEO is a sequential process that involves developing a clear, customer-driven strategy that powers growth. It begins by building a picture of your customers, understanding what motivates them and what they are searching for (keywords!). You’ll also want to explore what key competitors are doing.

Only by developing this knowledge can you create a content marketing strategy that delivers sustainable SEO results. At the heart of that is content that adds value, is 100% original, and matches search intent. It’s all about strategic content.

How do you use content marketing for SEO?

See above! Effective content agencies (like 42group) will help you develop a content marketing strategy that provides value for customers and website visitors. Yes, you can focus on the technical aspects of blog posts, but if your content is poorly written, it will have no impact on search engine outcomes.

Create 100% original content that delivers value for every visitor.

Is content important for SEO?

Content is critical to SEO in 2023. In fact, regular content across all channels, including your blog, social media, and web pages, is the best way to increase your ranking. While you’ll also need to optimise the performance of your site and deliver a fast and rewarding user-experience, content can act as the differentiator in an increasingly competitive environment.

Is content marketing worth it?

Absolutely! Content marketing is critical if your business wants to achieve its objectives. Sure, a regular stream of high-quality content helps you to improve search engine performance, but it can also help to increase sales, optimise the user-experience, and deliver greater value for your customers.

If you’re not investing in content marketing, your band isn’t going to achieve its full potential. It’s that simple.

How often do I need to blog to rank?

Industry experts (including the 42group content pros) estimate that you should aim to publish a high-quality blog post 1-2 times every week. But that’s just the basics. Learn more about how often you should blog for SEO in our detailed blog (yes, there’s a blog for that…).

We know that the content you need to be creating in 2023 isn’t anything like we were creating all the way back in 2015 when 42group was formed. In this blog post, we’re going to explore how content marketing is shifting the dial for businesses. We’ll outline 5 fundamentals of effective content strategy that you should use to drive your digital marketing activity.

Does content marketing work in 2023?

Let’s start by answering your question: Is content marketing still relevant in 2023? Yes, content marketing is still critical – but to reach audiences, you must use content in new ways. Every piece of content, including blog, social media post, or PPC advert, must be laser-focused on your customers and informed by a data-driven strategy.

Too many businesses and brands begin content planning in broadcast mode. They list all the things they want to tell their customers.

But to be successful, you’ve got to flip it around. Build your content strategy around your customers.

It sounds simple, but far too many brands (including some very big ones) persist in assuming their priorities are the same as their customers – and that’s just bad business.

In 2023, if your content isn’t driven by customers, you’re shouting into the void, wasting time, money, and effort.

#1      Make personalization a priority

Personalisation, people-first-content, customer centricity… call it what you want, but it should be a priority for anyone. An incredible 76% of customers are more likely to buy from brands that deliver personalised experiences, say the experts at McKinsey. Hubspot found that 90% of customers want personalisation from the brands and businesses they buy from.

Stats are always a bit of a fudge, but we can say with confidence that every customer wants greater personalisation – and content is a core part of creating a unique experience.

Of course, you’re not able to create content for every individual, but using personas, data, and available insights can enable you to create what we call ‘customer first’ content.

Let’s use SEO content as an example. One of the easiest and most effective tactics is to create content based on customer search intent. Using Keyword Planner, for example, you can identify the keywords users are searching for. Tools such as Answer Socrates and (yes) ChatGPT (with a plugin like AIPRM providing access to thousands of prompts) can help you create detailed and customer-driven content strategies.

You’ll want to target the high-value keywords with detailed content (think 5,000 – 10,000-word posts), but you must go further.

The brands that win go into detail, identifying search terms, keywords, and customer intent in intelligent ways. Working with content experts like 42group, they identify medium and even low-value keywords that can form the core of online content that

Personalisation doesn’t start and end with SEO. You can (and should) use the principles to develop all sort of digital marketing materials. For example, you’ll see that at 42group, we’re developing a series of in-depth guides and advice pieces (you’re reading one now!). Our strategy is about educating and informing people who are searching for content strategy and content creation from an agency that has all the answers.

One of the most popular content products people use for lead-generation and relationship building are whitepapers. These can provide a way for you to engage with a key topic that touches your customer pain points, and provides solutions.

Personalisation in content isn’t about promotion, it’s about problem solving. If your customers have a question, make sure you’re the one to provide an answer.

#2      Mix up your media

At 42group, we work wonders with words, but we know that a text-based blog isn’t going to provide the rich and engaging experience your customers want.

When developing a content strategy, consider the channels you need to use to reach your audiences. For our customers, we suggest creating a content strategy that uses a range of channels and media, including:

Featuring a video on your landing page can increase conversions by up to 80%. It’s probably why video was the largest investment for digital marketers in 2022, according to Hubspot.

We expect more from businesses and brands, including personalised content that answers problems.

Want a great example of video content driven by users? Dyson. The UK-based business has created over 1,000 videos helping Dyson owners tackle technical issues like blocked carpet beaters, batteries that won’t charge, and how to successfully suck up dog fur.

Dyson has built its YouTube channel into a source of competitive advantage. It’s delivering for product owners, reducing the strain on customer helplines, and boosting profits.

You may not have the cash to develop over 1,000 videos – and that’s OK. Maybe it’s not what your customers want. But in 2023 (or whatever year you’re reading this), consider the content channels your customers are using, and use them.

#3      Strategic SEO content is critical to success

We’ve touched on this above, but too many businesses aren’t integrating their content production and strategy with SEO. We’re not talking about SEO principles in writing (although these are, naturally, essential), but about integrating SEO into your content production process.

In many businesses, this isn’t aways a seamless integration. SEO teams and content teams can come into conflict. But to succeed as a business, you need to bring them together.

So, what is strategic SEO content? At its most basic form, it’s about using content to help you deliver your business goals.

Content teams are full of creatives. It’s easy to get carried away investing in new content ideas, but they simply have to contribute to the bottom line – or they’re irrelevant.

You must ensure that every piece of content – including social post, blog, or story – has a strategic purpose and helps you get closer to your customers.

When working with new clients, we look at every piece of content through this lens. While there is always the freedom to explore new ideas, when it comes to content strategy, it’s all about delivering a return on investment.

#4      Deliver quality *and* quantity

Too many people consider quantity to be the enemy of quality, but it’s not. The real blocker to achieving a high throughput of excellent quality content is simple: budget.

Nobody likes talking about money, but if you’re willing to invest enough in content, you can work with an agency that can deliver customer-focused content at the scale you need to make an SEO impact.

We’ve written an article about how often you should blog for SEO (1-2 posts per week) and how long your articles should be (around 2,000 words), but that’s for your average business.

And we know you aren’t average…

What does a blog costs in 2023? We’ve answered that in this post.

What we’re trying to say here is that to rank for anything, you’ll need your content to work as the engine room. It’s about creating high-quality content posted at the right cadence. We’ve provided some outlines of how often you should be posting original content, but it varies from business to business.

We regularly work with leading SaaS businesses, providing large amounts of highly targeted content that’s engineered to support their growth. We don’t want to scare you, but to rank anywhere, you need to be publishing hundreds of blog posts each year.

To give you a sense of scale. At the moment, we’re partnering with a high-growth AI SaaS start-up, and we estimate they’ll need around 300 posts of 1,500 – 2,000 words. That’s 600,000 words of original content. Can we produce that? If you can pay, then yes.

#5      Optimise workflows

Content is all about engaging with customers, and that means being as responsive as possible. The most effective content teams (and content strategies) are flexible, enabling businesses to

Optimising workflows means refining processes so that they’re as lean as possible. In practical terms, this can involve outsourcing some work or using AI to support you (keyword identification, content editing, basic strategy building). AI tools can also provide gap analysis, identifying gaps in your content strategies that you can fill.

As well as streamlining work processes, you can develop production processes that enable you to rapidly commission or create content when your customers need it.

Take a digital marketing business that provides SEO services, for example. A new update to the Google algorithm can spell disaster for some clients and provide opportunities for others. When one is announced, you’ll need to be able to create a 100% original blog post, guide, and associated social posts as soon as possible.


By developing and optimising content creation workflows.

We work as an outsourced content production provider for a range of businesses. When they need us, we’re on-hand to pick up our pens (OK, MacBooks), and create content when it’s needed. This can include blog posts, guide, social posts, and PPC ads. Our services give them the confidence that they’ll get the content they need (at the quality required) without waiting days, weeks, or months.

Discussion point: What’s the role of AI in content marketing in 2023?

This is one of the defining conversations in the creator industry. Will AI destroy the content industry? Maybe, but we’ve got a long way to go…

Creatives can use AI in several ways for content. ChatGPT plugins and other AI-based programmes can help content producers in several ways, including:

In a world where finances are stretched, the idea of replacing real people with machines is incredibly attractive (for us, as much as you), but it’s just not a good idea to get AI to generate content.

Why not use AI to create content?

Firstly, AI systems use previously written content as the basis for recommendations. That means the content, sources, and style are all from 2021. Have you tried AI writing software? It’s like a supermarket ready meal. It’s superficially attractive but get up close, and it’s derivative, poor quality, and processed.

Using AI content to game the Google algorithm is a bad idea. Firstly, Google will have advanced systems that can pick up AI content, and in time you’ll be penalised for it. Unless you’re operating an advanced keyword planning process, you’ll be targeting the same search intent with identical content, which means you will never compete.

But, let’s get to the core of why AI content sucks: it’s not customer focused.

Getting Ai to create content for you shows a disregard for customers that’s unforgivable.

A message from 42group’s content creation team

Firstly, we’ll lay our cards on the table. We’re a content agency that has made a great living creating all types of content for big businesses, SMEs, and super start-ups.

We’ve obviously got a vested interest in promoting content marketing, content strategy, and copywriting – but we’re 100% committed to content. Why? Because we’ve seen first-hand the results that strategic, SEO-driven content delivers for businesses and brands in all sectors.

One of the most exciting and engaging sectors is SaaS businesses. For any software company entering a cutthroat and competitive market, developing a content strategy should be top of your list.

Want our help? Get in touch…

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Does content marketing work FAQs

In the traditional 42group style, we’re going to conclude this article with some content marketing FAQs, focusing on the impact content marketing can have on your business.

Is content marketing still relevant in 2023?

Yes. Every business that wants to increase engagement with their customers (that’s all businesses) should be investing in content marketing. But we’re not asking for a blank cheque here. You should focus your digital marketing strategy and content budget on the areas where it will have the most impact. We call it customer first content, and it’s the only way to achieve maximum impact.

Does content marketing still work?

100% yes. Content marketing is a key channel to build connections with your audience and boost your brand. One of the main areas businesses use content is for SEO, helping your site to rank for the critical keywords for your customers.

But content can do much more than this crucial job as the example of Dyson above shows. Content can answer questions, increase sales, help to improve the website user experience and streamline internal processes – but only if your content strategy is built around customers.

Should I invest in content marketing?

We’re not (yet) acting as your digital marketing agency, so we can’t answer this question with total confidence, but for most businesses, investing in content is a no-brainer. The most effective strategy is to develop a comprehensive and customer-driven plan that will ensure the content that you create solves problems, answers questions, smashes SEO and increases sales. How?

One of the most common questions we’re asked is: How often should I blog? The answer surprises them. (We’re not going to waste your time; the answer is 1-2 pieces a week is the minimum, but you’ll need more to really achieve your ranking potential.)

We’ve scoured the search engines (page 1, obviously), worked with other SEO colleagues, and used our experience to create this guide. We hope you’ll read it, learn from it, and start writing…

Is this blog about blogging for you?

In this article, we’re going to discuss how often you should blog to improve your search engine ranking. This is only going to be relevant to you if you’re using your blog to boost search engine performance.

If you are an organisation, business, or brand that’s happy with your search engine position, then you can do something else, right?

Not so fast. A regularly updated blog does more than improve your ranking, which you can read about in our guide on the 3 Vs of content marketing. Your blog can provide a valuable and effective marketing channel to connect you with customers (and it’s much cheaper than PPC!).

How often to blog: What the experts say

Before we get into the detail, here are some recommendations from a non-representative sample of SEO experts:

We could go on here, but the consensus is that in 2023, you should post 2 posts per week as a minimum.

But that’s just what the experts say…

OK. So, how often should I blog for SEO?

Obviously, the answer is at least 2 posts every week. But that’s a fairly basic answer, and (of course) the answer is more complicated than that.

There are several things you should consider before deciding on your blogging frequency:

In the end, your blog frequency depends on your aspirations for your blog, your capacity to create content, your capability, and budget.

So, (for the third time) how often should I blog for SEO?

We don’t know who you are or what your business does, so we can’t work with you to provide a clear and accurate answer. Instead, here are some recommendations on blog frequency of businesses in different sectors to give you a flavour:

Here are some bullet points about how often you should blog:

Average business

SaaS start-up in a competitive niche

Local business

Established international business

Fast-growth retail brand

These are some rough guidelines. As an example, for an aggressive AI start-up aiming to establish itself in a highly competitive niche area, we created 50 pieces of content to support its launch. The cadence after was 10 posts per week, with the aim of creating at least 300 pieces of original, human-generated content.

How successful has this been? Stay tuned for an in-depth case study in the next few months (when we’ve recovered from writing so much!).

Need support to supercharge your SEO blog output?

We know that generating fresh, engaging, and informative blog posts is hard – but it’s what we do best. We’ve built a reputation for creating SEO-optimised blogs and content for some of the world’s biggest brands and most exciting start-ups.

Contact us today for a no-obligation chat about how we can supercharge your SEO blog output and smash SEO.

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Your SEO blog content questions answered

Hopefully, by now, you’ll have a good understanding of the appropriate blog frequency you should be aiming for. It’s not an exact science, and you’ll want to review progress and adjust as you understand the impact it’s having on your analytics.

Here, 42group’s content experts have answered them. Need something else? Message us, and we’ll answer your questions.

What makes a great SEO blog?

We’re going to approach this from an SEO perspective, so our recommendations here are about how to optimise content. In some cases, this may make your blog less easy to read than a simple story narrative or a

This is a super-simple and incredibly brief run down of how to create a blog post. It’s something we’re going to approach in forensic detail in a 5,000-word super guide (all free, of course). When it’s published, we’ll post the link here, so if you’re reading this now, it’s still being written!

If you want to read some of the reasons why you’re not smashing search, learn some of the reasons why your SEO content isn’t ranking.

What’s the ideal length for a blog?

The days of a 500 word blog doing anything for your SEO are done. Today, you’ll find most SEO experts recommend every post must be over 1,000 words. To stand a good chance of ranking, you should aim for posts of 2,000 words.

If you’re aiming to compete for high-value keywords, you’ll need to create highly detailed guides of up to 5,000 words. Yes, that’s right, 5,000 words.

Don’t just sit there and start writing, you’ll want every blog to have a strategic purpose, a range of targeted keywords (with various permutations) and a logical structure.

Should I create one long post or several short blogs?

As we’ve outlined above, it’s better to create longer posts with value for readers. Ideally, you should be able to create two pieces of long-form content every week.

We don’t know how the Google algorithm works, and while some SEO pros recommend publishing smaller pieces of content more frequently, others say it’s better to focus on delivering longer content.

Which side of the fence are we on? In our experience, we’ve found that longer content pieces perform better than shorter ones, and we’d create one long post instead of several short ones.

Does it matter if I miss posting a blog for a week?

We simply don’t know how the Google algorithm works. While posting frequency sends a strong signal, there will probably be little impact on your SEO efforts if you don’t post for a few weeks.

But consistency matters, so always aim to have a series of blogs in the background. We’re working on a post about how to create an editorial calendar, but until then, we’ll impart some of our advice…

We operate on a monthly commission cycle and schedule all our blogs in advance. Whenever you’re reading this, the blog was posted to the site a few weeks ago.

Is blogging once a month enough?

No. While you might safely miss a blog every few weeks, cadence is important. Blogging once a month doesn’t send out a strong enough signal to Google that you’re investing in content.

Aim to publish 1-2 blogs per week.

How long will it take for me to see SEO results from my blog?

Successful SEO is more than having a regularly updated blog. When deciding on your search engine rank position, Google will assess a massive range of factors, including your website performance, speed, backlinks and (yes) content – including your blog.

While we’re passionate advocates for investing in content (we’d be homeless if you didn’t), if your website is slow, you have no link-building strategy, no social media presence, or strategy for turning this around even the best blog won’t help your site rank.

Chat with your technical SEO agency and get them to chip in with some answers. In our experience, it can take 6 months to 1 year for your SEO content marketing strategy to move the dial in search engines, although many businesses can see results quicker if you follow our guidelines (or work with us!).

How many blog posts should I have before going live?

Planning a new site? Congratulations! Building the site, optimising it, and producing all copy takes enough time, but do you need to think about blogs so early? The answer is yes.

We’re going to assume that you’re launching a new site, not relaunching an older one. You’ll need to have some blogs ready at launch, covering your core service areas. Ranking a new site can take time, so you’ll want to support it with a regular posting of 1-2 blogs per week.

Should I use AI to write blogs for me?

We know (perhaps more than anyone else) how hard it can be to generate up to 100 high-quality blog posts every year. Given all the positive information about AI, it can be tempting to use ChatGPT or Bard to generate ideas for your blog, but it’s a mistake.

We’ve written before about the perils of using AI to generate content, and we’re still convinced it’s a bad idea. Even if you’re asking AI to generate content ideas, you’re going to get highly derivative content that’s not adding value to your audience. And does the internet really need more content that achieves nothing? (Err, no).

How do I know if my blog is working?

Most businesses and brands invest in digital content marketing because they want to see a boost in their search engine ranking. Every content marketer knows clients will be feverishly checking Google to see what’s moving. However, this may not provide the full story of SEO impact.

You should always have a solid Google Analytics set up, and use the information provided here to help see how users are navigating your site. In our industry (digital marketing, content marketing, and copywriting), it’s less about achieving high numbers of clicks and more about engaging an audience of motivated buyers. Analytics can show us the customer journey, identifying content that’s capturing clicks and creating leads.

We don’t do this alone but work with a technical digital marketing partner that provides this for us.

We’re going to explain what strategic SEO content is and how successful businesses use it to engage customers and build brands. In a world where competition is higher, advertising budgets are stretched, and customers expect more focusing on the 3 Vs of SEO content can provide you with a sustainable advantage over the competition.

What are the 3 Vs of SEO content?

SEO content has traditionally focused on increasing your ranking for key search terms. That’s important, but content can do much more for your business and brand. SEO agencies that simply focus on content as a means to improve your ranking position aren’t embracing the full potential of content strategically. (If you want to know more about strategic content, read our SEO content guide.)

To help our customers and clients understand the true power of SEO content, we’ve created the 3 Vs concept. This highlights the impact that content can have on your customer at every stage of the purchase process.

Here’s what the 3 Vs of SEO content are – and why they matter in digital marketing:

  1. Visibility – SEO content can help your business or brand show up in search engines. When we talk about increasing visibility, we mean boosting your search engine ranking for key terms.
  2. Value – Customers want to build a relationship with the brands that they buy for. SEO content can be used to improve the customer experience at any stage of the AIDA process. SEO content can reduce friction in the buying process and break down barriers. It can also add value to the user experience and provide crucial avenues for upselling.
  3. Validation – Trust in what we read online is falling faster than ever. Brands that want to sell must build trust with customers and clients. How? Through SEO content. (You’re reading this article, so it’s working…)

You can create content that fulfils one of the 3 Vs, and you’ll achieve some success, but the core of sustainable SEO success is in delivering. A content strategy that touches on each of these points. The result is greater visibility for your business, value for customers, and validation.

In the next section, we’re going to explain how you can use the 3 Vs model to create better, more engaging and powerful content for your business.

Sound good? Then let’s get started…


SEO is all about increasing your visibility in search engines, right? The higher you are, the more clicks, enquiries, customers and clients your business will get. A 2023 PWC survey found that 55% of customers make a purchase decision on search engine results alone.

A few years ago, if you weren’t on page 1 for your core keywords, you were nowhere. 25% of all internet users only click on the first page result, with over 90% of us never venturing further than the first page.

While you should always be pushing for a page 1 ranking, SEO content can be used to engage prospective purchasers directly.

Creating optimised, bottom-of-funnel content based on high purchase potential keywords can attract prospective customers to your business or brand. When developing your content strategy, you’ll need an in-depth understanding of keywords paired with industry insight into the factors influencing a purchase or contact.

This strategy is particularly effective for SaaS providers where software can have multiple use cases. We worked on an SEO strategy for software start-up Flowrite to develop detailed business content for those wanting writing support. We analysed existing content and keywords to develop a targeted strategy for medium-value keywords. The strategy delivered over a million visits in less than 2 years.

One of the key benefits of this approach was that it enabled us to use keyword-rich search terms that are more likely to rank in voice search. Here’s an example.

While competitors were targeting text-based search terms such as: “How to write the best business email”; we focused on vice-friendly search terms, such as: “Can you help me write a better business email”.

Voice search is likely to be one of the defining SEO trends in the 5 years, so it’s futureproofing our content.

The same PWC survey found that 63% of customers go direct to the business or brand website, cutting out an intermediary. SEO content can provide highly successful support for direct customer acquisition, delivering better results than other digital marketing approaches, including PPC.

Key takeaways:


Customers in 2023 want more from brands than a flashy website ­– they expect personalization, a smooth purchase process, and personalisation. SEO content can play a key role in adding value at every stage of the customer experience.

SaaS customers, for example, are making a considered purchase. As Gartner explains, there has been a huge shift in power from vendors to customers. They expect a seamless purchase process, integration into their business, and instant impact. It’s impossible to adequately convey this in a single webpage or short buyer journey, so let your SEO content do the work.

Let’s take the example of a SaaS business that’s built a new piece of productivity software. If we were developing an SEO content strategy, we would split content into several categories according to its primary function.

Brand building

This is SEO content to validate your position, establish your brand experience, and highlight who you are. We’d include content around new client acquisitions, growth, employee experience, diversity and sustainability.

Barrier breakdown

What are the barriers your customers your customer puts up, and how can we break them down. When developing a strategic content plan, we’d work with your sales team to understand customer pain points and how your solution can solve them. This content can – and should – be used by your sales team.

Tackling the technical

Customers want to know that the software is easy to install, integrate, and operate – so show them. Your content must highlight how easy and intuitive it is to use your software. You can create guides that solve common customer problems, answer frequently asked questions, and highlight key functionality. Of course, all content should be optimised to increase SEO. You can also highlight new and additional functionality, providing an opportunity to upsell to clients.

Flow content

Your content channels (including social media) should have a balance between technical support, sales and promotion, and sharing. We recommend our customers avoid focusing on 100% on SEO and create content that showcases the personality of your business. Under this title, we’d include interviews, point-of-view pieces, and company updates.

You can see the way that SEO content can add value to customers at every stage of the funnel. One of the most powerful uses of SEO content is in reducing friction from the sales process.

For example, a large library of technical content proves to customers that you care and can provide answers. They don’t need to ask about integrations and compatibility if you’ve already covered it in a blog, for example. Providing clear information on payment plans, monthly fees and contract lengths builds trust and removes barriers, something we’ll cover in detail in the next section.

Another additional benefit is that well-optimised SEO content can solve customer problems, reducing the requirement to contact your business for a solution.

Key takeaways


Do customers trust your business?

In a world where fake news is rampant, online trust has never been lower. It’s why many businesses are using SEO content as a key driver for growth. It’s all about giving customers the confidence you are who you say you are and will deliver what you promise. In short, it’s about validation.

SEO content can help build your brand and improve your reputation. Regular content posted online that deals directly with customer issues, including complaints, sends a powerful signal to potential customers.

SEO content can be a powerful tool for building trust. Customer case studies, for example, provide external validation that you’re delivering value for customers. This is increased when you share over social channels and can be improved by mixing written words with film or animation.

SaaS businesses can often struggle to find a position in the market, particularly when competing against an established incumbent. While the “disruptive challenger” strategy will capture some attention, SEO content that focuses on your brand can help build trust among your audience.

Complacency is the biggest killer, so established businesses, too, should use SEO content to continue to build and maintain customer relationships. Case studies, testimonials, guides, whitepapers and more can deliver value and reassure clients they’re working with the right provider.

Key takeaways

How to use the 3 Vs to build an SEO content strategy

When businesses approach us, they often tell us what they think their customers want to know without asking or listening. It’s the wrong way around.

The best SEO content strategies start with the customers and work backwards.

You don’t need expensive surveys or focus groups but can use 4 sources of insights:

  1. Keywords – what are customers searching for?
  2. Competitors – what are your competitors doing (and why)
  3. Inside intelligence – what do we know about our customers that can inform our SEO content plan?
  4. Analytics – what can we learn from the way users are navigating the current website and content?

Armed with this information, you’re ready to start building your SEO content strategy. We’re not going to do that here, but you can check out our detailed guide here.

Your SEO content strategy should be 100% focused on customers. Focusing on keywords at the expense of customer insight won’t help your futureproof your website, increase rankings, or smash sales.

Want to increase sales? Use SEO content…

That’s the core lesson here, but only by approaching content strategically and with your customers in mind will you succeed. If you’re searching for an SEO content provider, or want to chat about your strategy, then get in touch.

At 42group, we provide SEO content strategy, production, posting and management support for businesses and brands of all sizes. The answer is 42.

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Behind every great blog, article, news story, report, or web page is an even better brief. Why? Because if you get the brief right, then you’re almost certain to get a better-quality piece of content.

At 42group, we’re advocates for approaching SEO content strategically. That means that every blog, article, or post has a clear business purpose. When we work on a brief, we’re challenging you to explain how this piece of content will benefit your business.

Much of the content we create is about boosting SEO rankings, so keywords and focus areas feature heavily in briefs. But you should aspire for more with your content, adding value to the reader. Finally, your content should be unique, approaching an old topic in a new way.

We’re going to walk you through the content brief creation process in this blog, including the key questions we ask every organisation. (But if you just want the template, you can access it here. You’re welcome…)

What is a content brief?

A brief is a structured document that sets out what type of content you want a writer to create, as well as critical details of the subject, structure, and SEO elements of a piece.

The purpose of the brief is to provide all information that your writer needs to begin creating a content piece. In some circumstances, they may need to conduct interviews, but details of all this will be included within the brief.

An effective content brief is designed to deliver the outcome the client wants from content. It sets out everything the writer needs to know, including:

One of the most important reasons for using a blog brief is to convey to the writer how each piece of content fits into your content strategy.

While briefs can also be highly creative documents, we’re going to focus on their practical purpose rather than ideation. That’s something we’ll include in a future blog, so stay tuned.

How to create a great content marketing brief:

We’ve spent the best part of 1,000 words explaining why a brief is crucial to creating content. Now, we’re going to walk you through how we create a content brief.

To help you, we’ve created a content template that you can download and use yourself if you want to. You can access 42group’s content template here.

How to use this SEO blog and content brief template

This content brief outline includes everything you might want to include in a content brief. If you’re working with an experienced writer or a content agency you have a relationship with, then you may not need to include all these sections. In that case, simply delete them.

Suggested title:

Provide a suggested title for your piece of content. It doesn’t have to be perfect, but it will give your writer a clear idea about your vision for the piece.

Keywords and phrases:

What are the keywords and phrases your audience will be searching for? Always detail these in the brief. You can always attach a keyword spreadsheet if you need to, but always list out keywords. We recommend our clients select 5 keywords for each piece of content. It’s our job to work these into content.

Who are you writing for?

Tell us a bit about your audience, including why they would want the information. The more information you can provide, the better. You can also provide guidance on the tone of voice. Referencing popular publications or websites can provide your writer with a good indication of the tone of voice, as well as detail, referencing and links.

Do you need a blog, article, case-study, or whitepaper?

Tell the writer what outcome you want. Be specific on word counts and formats (Google Docs, Word, etc.)

What do you want to communicate to them?

Tell us about the purpose of the article. What do you want the reader to know? This is a way for your to pick out the core focus of the piece. Avoid copying and pasting a press release or company document here. Instead, use language your writer (and the reader) will understand.

Why is the information important?

If it’s a new service or solution, tell us why yours is better (bullet points are great!).

This section is all about value. Explain here the value that your piece provides. That could be the question it answers, the demand it fulfils, or part of your content strategy.

Explain to the writer the purpose of the piece will help them have this clear in their mind when they begin to create content.

What are your top 3 key messages?

List the three key messages for your article:




This is about helping your writer to structure the piece and develop a clear message hierarchy.

What do you want the reader to do with the information?

Do you want the reader to contact you? (If so, add details). Here, detail your CTA.

Do you want us to link to any pages in the article? (If so, drop the links in here)

We always ask if customers want us to include internal or external links.

Who can we speak to about your project?

Tell us whom we need to speak to about your project. Include contact details and let them know we’re going to be in touch! It can be embarrassing speaking to a busy exec who isn’t aware we’re going to call.

What’s your deadline?

Let us know when you need the finished article completed by?

We love a deadline, so spell out clearly when yours is.

What’s the estimated word count?

Let us know how many words you’re expecting. (Leave it blank if you don’t know)

Is there anything else we should know?

This section is a chance for the commissioner of the blog or piece of content to add more detail. This often includes links to similar content which can provide essential background detail.

10 principles for writing the perfect content brief

In this blog, we’re going to show you how to work with your client to create an effective content marketing brief.

Remember, you’re the experts at what you do (not us). We use the brief to provide us with the background information and context we need to get creative.

Here are 10 principles that will help you write a banging content brief:

  1. Do your research first – Inspiration comes from thorough research. Of course, that includes keywords (see below), but you should research your market or sector and identify effective content that works for you. Listing some examples can help the writer understand what you want to achieve. Sharing your research can provide your writer with critical insights into the outcomes you expect in the tone of voice, structure, and content approach.
  2. Ask yourself: Where can we add value? – In a world where AI can generate pointless content in seconds, your readers (and search engines) are searching for value. Whether you’re answering customer questions, providing unique insights, or creating detailed guides (like the one you’re reading), express to the reader the value in the brief.
  3. Go deep into keywords – If the purpose of your content is SEO (and for many people, it is), provide a detailed breakdown of the target keyword (or key phrase), and associated keywords you want to rank for.
  4. Explain who your audience is – Unless your writer is part of your company or a trusted expert in the industry, you’ll need to provide a details explanation of your audience. The more forensic you can be, the better focused the resulting content will be.
  5. Remember, one piece of content, one focus area – Inexperienced brief writers will imagine a single piece of content can work for multiple audiences – but they’re wrong. Each article, blog, or piece of content should be based around one persona.
  6. Build content strategically – Your content strategy should build a complete picture of your business or brand for your customer. In the brief, you’ll want to explain how this piece of content fits into your overall strategy (whether that’s achieving a higher website ranking through content, engaging a new customer base, or inspiring a new one).
  7. Think about links – Your SEO agency should give you some guidance here, but if you want your writer to include links (both internal and external), provide guidance. This could be about limiting the links in each article or avoiding links to competitor sites. It may also include linking to core pieces of content for your strategy.
  8. What do you want the reader to do? – Every piece of content should have a strategic focus, with a purpose. For this guide, for example, we want you to write better briefs if you work with us (or reflect on your experiences and realise you’re being short-changed by your current agency). Tell the writer what your desired outcome is, and it will drive the content creation process.
  9. Provide a suggested structure – If you’ve got a vision for what you want to achieve, provide an outline structure. A few bullet points are enough for a content brief. If you’re working on an SEO-focused piece of content, you should trust your agency.
  10. Always ask yourself: Will your writer understand what you want? – When you’ve written your brief, don’t just slide back in your chair and relax. You should review the document and checked back through the list to see if you’ve included everything.

SEO content brief FAQs

You’ve got SEO content questions, and we’ve got answers. Here are some common SEO content brief questions answered.

If you’ve got any other SEO content questions, you can message us and we’d be happy to answer them.

How long does it take to write a content brief?

Experienced brief writers (like the 42group team) can create a brief template in an hour. If it’s your first, then give yourself 2-3 hours. If you’re working on a long and complex piece of content (a whitepaper, for example), then be prepared to spend longer on your SEO content brief.

Should I get AI to write a content brief?

We’re 100% against AI being used for content creation. Currently, all the AI progammes we’ve used create junk content that adds literally nothing to the sum total of human existence. It’s absolutely awful. (Read here how we’re actively checking for AI and ML content.)

Can AI be used to create briefs? If you’re looking to create a generic piece of content that follows a familiar (read: cliched) structure that won’t provide any value for your reader, then crack on. If you aspire to create content with value, then write the brief yourself.

Why do you spend so much time writing a brief?

We can spend days getting lost in a brief, but the time is always well spent. The clearer the brief, the better the finished content. That’s an unbreakable law of content.

Your brief should provide everything an experienced writer needs to create an amazing piece of content.

Sometimes your writer will be strong enough to create amazing content from a few sentences or scraps of information. But, more often than not, you’ll find your “finished” piece of content needs extensive editing before it’s ready to use – and that’s going to take time and cost money.

Why bother with such a detailed content brief?

There are various reasons why you should create a content brief, including:

Can I write shorter briefs?

Of course. The content brief here is modular, which means you can cut, paste, copy, and delete sections to create something that works for you. And just because something works for our agency, it may not work for you – and that’s fine.

Do all SEO agencies create such detailed briefs?

No. Lots of agencies won’t spend the time developing such detailed content briefs, and it shows in their completed content. We won’t name names, but we’ve seen some of the briefs produced by leading agencies. While some are exemplary, others are embarrassing in their brevity.

Before working with an SEO agency, ask to see some completed briefs.

Can you create blog briefs at scale?

We regularly work on bulk content projects and can produce anything from 10 to 100 pieces of content for an organisation. When working this way, we can dramatically reduce the briefing process, as the audience, outcomes, and strategic purpose are shared. When working on large SEO content projects, the briefing process is different – and in many cases, more involved.

Want 42group’s help to create content briefs?

We offer brief creation as a core part of our strategy and blog offering. We can work with you to produce detailed and focused content briefs that result in the best content outcomes. If you need us to write the content, we can do that too!

Contact our SEO content experts for a no-obligation chat about your content requirements.

Get in touch

Content is critical for your website, but how much is it going to cost? That’s a question we’re asked by start-ups and established businesses looking to invest in SEO content – and we’re going to answer it.

In our research, we found the average prices for a blog in 2023 are between £50 – £250. The costs here are averages but give a good indication of what it will cost to create a 1,000-word blog or article that’s ready to publish on your website. For each content creation option, we provide an outline cost and quality score.

Write a blog yourself

Cost: Free

You can write, right? Blogging is just throwing down some ideas on a page, telling a story, inserting some keywords, and posting it on your website, isn’t it?

The purpose of a professional blog is to rank your website in Google, so you’ll need to ensure you’re delivering what the search engine giant wants. We’ve written a lot about SEO content, so check out our guide for everything you need to know.

The quality of your content depends on how good you are as a writer. Even if you’re not the best writer, you’re the experts at what you do – and you know what you want to say. One of our most popular services is content editing and content rewriting, where we take your notes and transform them into a complete blog post that’s ready to publish.

Quality score: Depends!

Use a writer on Fiverr

Cost: $5 and up

Have you visited a pound shop recently? You’ll be disappointed (or even upset) to know that not everything there is a pound anymore. Yes, inflation has caught up with the mighty Poundland, and it’s also caught up with the cut-price content mill, Fiverr.

Fiverr used to be an outsourcers dream, where you’d find a willing person (usually in another country) to generate 1,000 words for $5.

It was – and still is – cheap, but was it any good? No.

You get what you pay for when you commission content, and the stuff from Fiverr is as you’d expect. It’s cliché-ridden, unfocused junk that should have no place on a professional website. You have been warned.

Quality score: 1

Use AI to write your blog

Cost: £15 per month

AI is going to transform the world and render you, me, and everyone else useless. That’s the message you’ll get if you read any newspaper or professional marketing magazine, or website.

Now, call us cynical, but we’re not convinced.

Our experiments with AI so far have illustrated just how far language models have to go to develop great content. We recommend you try it yourself with ChatGPT or Bard and see what you think.

The content AI creates is basic, it’s derivative, and – worst of all – offers no insight or value to your readers.

Will AI content help your SEO? In the short term, quite possibly. As we’ve written here, Google doesn’t seem (yet) to penalise AI-generated content. But we don’t expect that situation to last.

In the future, AI my replace is (and hopefully, we’ll be paid to sit on a beach). But, until then, it’s a bad option to create content for your business. (If you want to know more about the dangers of AI, check out our post on why an MC is critical.)

Quality score: 2

Outsource to a freelance writer

Now we’re getting somewhere. Freelance writers are a popular choice for blog creation. If you find a good one (and it’s a big if), you’ll find they’re able to generate high-quality SEO-optimised content on any subject.

However, the world (OK, LinkedIn) is full of average content writers. We know because we’re often asked to fix their work.

Poorly written content is uninspired, bland, and boring. If that’s what you want to do as a brand, then go for it! But we think you deserve better.

Where freelance writers add the most value is specialism. If you work in a niche area, then a freelance writer – particularly one who has worked in the area professionally – can produce great content in a cost-effective way.

So, some freelancers are good, and others are bad. But how much do they cost?

In the past, freelance content writers may have worked on a per-word basis (a hangover from the days of journalism). Today, you’re more likely to be charged either a flat rate for a blog or an hourly rate.

We’ve scouted around, and here are some lower and upper figures to work with.

Per–hour: £20 – £50

Per-blog: £50 – £250

Quality score: 8

Employ an in-house writer

Cost: £25 – £30,000 per year

If you’re investing in large amounts of content with an agency, costs can quickly mount up. You might consider employing your own writer to create content for you.

Having someone in-house means they can become part of a team and will truly understand your business and culture. In-house writers can conduct interviews, create case studies, and generally get into the detail more effectively than anyone outside your organisation.

If you get a great in-house writer, you’re golden. Of course, the downsides are the costs and the lack of flexibility. You’ll need to pay your in-house content writer whatever happens, unlike an agency or freelancer, you can engage when you need them.

The salary figure is an industry average, but it doesn’t consider the on-costs that can add another 25 – 35% to the cost. Is it worth it? Only you can decide.

Quality score: 7

Use an SEO agency

Cost: £150 – £250

SEO agencies will offer to create content for you. The first question to ask them is: Do you have an in-house team? If not, they’re going to be outsourcing it – and that’s risky. You’ll want to know who they’re using, and get assurance that they’re using high-quality writers (not Fiverr, AI, or average freelancers).

You also need to consider what the end game is for SEO agencies. Their focus is, naturally, on improving your search engine ranking. That can lead them to focus less on the quality of your content and more on optimising it for search engines. And what works for Google may not be right for your audience.

If they outsource to an agency or freelance writer, they’ll be adding their markup to the price they charge you. That means you could be getting the content you need cheaper if you commission it yourself.

We can’t be too critical of SEO agencies, as we work with several of the UK’s leading providers. We’ve also seen how some of them use content to increase profits, compromising the quality of your website. As a result, we’re going to grade them in the middle.

Quality score: 5

Work with a professional content agency (like 42group)

Cost: £120 – £300

For our money, content agencies offer the best balance of quality and cost. Choose a content agency wisely, and they’ll be able to create content that satisfies Google’s requirements and is optimised for SEO while also being informative and engaging.

You’ll find hundreds of content agencies online, and it’s up to you to do your due diligence. Check out samples, read reviews, and get testimonials.

It’s important to speak to the content agency and discuss your requirements. Do they understand what you’re trying to do? Do they have a process? Do you like them?

At 42group, we’ve developed a robust and reliable process for developing content. We work closely with every client, listening to them and learning about the business, audience, and objectives. We don’t write straight away; but develop a strategy to deliver sustainable SEO success.

But, we’re talking about costs, so let’s cut to it. To provide you with a guide, we recently worked with a software company to produce 50 x 1,500 word blog posts, with a fixed fee of approximately $5,000.

A single 1,000 words blog post could cost between £200 – £300 depending on whether we need to do interviews, research, visits, and more.

Quality score: 10 (if you work with us).

Commission a content platform

Cost: £400 – £600

We can’t name names here, but if you’re looking for content writers and content agencies online, you’ll see platforms that enable you to access a range of “expert” freelancers to work on your projects.

They promise a lot, and some of them are great – but they are expensive. By commissioning a content platform, you’ll pay, on average, 30-50% more than working with an agency. Remember, you’re paying for the content platform (and some seriously expensive PPC ads!).

Is the content any good? Content platforms typically use the freelance writers mentioned before. Some are good, others are bang average. The problem is, you won’t know until you get to see the results – at which point, most will get you to sign up for a content “plan” or arrangement that could cost you thousands.

Our advice to any business that’s considering it is to work directly with an agency. The costs are lower, and you have total control.

Quality score: 6

So, how much should I pay for a blog in 2023?

It’s all about value. How much are you prepared to pay for content that genuinely connects with your audience? If you want an easy solution and don’t care about quality, outsource it to a content mill or AI programme.

If you want great quality content, then work with an agency. At 42group, we’ll work with you to create the kind of content that capture clicks and builds brands (and smashes SEO!). Contact us today for a no obligation chat about your content requirements.

Contact us for content

Imagine the situation: You’ve paid a writer to create a new blog post (great!). They’ve delivered the work, and it’s a solid 1,500 words, reads well, and meets the brief. Let’s get this blog on the site, right?

Wait a second… At 42group, alongside our QC checks, we’ve added a new stage – our machine check, or MC. Every piece of content gets MC’ed before we recommend it’s ready to publish. The rise of AI writing assistants means we’re checking *everything* before we share with clients to ensure it’s 100% original.

If you’re commissioning content, here’s why you need to add an MC check to your content production process (or work with an agency that does!).

Content at scale

At 42group, we create content at scale for our customers. For example, we recently produced 50 pieces of SEO-optimised content for an AI start-up in less than four weeks. (Lots of coffee, late nights, and attractive bonuses.)

The easiest thing do was to use an AI copywriting programme to take some of the strain out of creating briefs, structures, lists, and more. But that would have been the worst decision for us, our client, and their investors – and we’ll explain why.

SEO agencies and cut-price content agencies are quick to promote AI because it’s a (relatively) simple and cheap solution. In a market as competitive and cutthroat as search, why wouldn’t you?

Because SEO is all about Google – and however sophisticated you might think your AI writer is, its algorithms are just as smart. And they don’t need to be that smart to pick up on the sort of cliché-ridden junk produced by most AI writing platforms.

Despite what the LinkedIn evangelists say, AI is a pretty predictable language model that’s easy to unpick.

Assessing the damage of AI

Everyone is asking one thing: Will AI content impact my Google ranking?

Let’s see what Google says.

“Using automation—including AI—to generate content with the primary purpose of manipulating ranking in search results is a violation of our spam policies.”

The key words here are “manipulating ranking” – that (to us and Google) means publishing page after page of junk content. Or rather, content with no value.

Google uses advanced AI checkers to spot this type of content. If you’re using ChatGPT or Bard (or any other tool based on these platforms) to create content without editing it, you could be hit with a ranking penalty.

Some writers (and agencies) have suggested that AI can help with article structures, research, and even be used for writing parts of articles (such as lists of examples). Some agencies will tell you that by simply rearranging the structure of articles or briefly editing content, you can trick Google.

But you can’t.

You are what you E-E-A-T

While it’s true that Google hasn’t explicitly said it will penalise AI-generated content (at least for now), even stuff written by AI that you subsequently edit won’t add value. If it doesn’t add value or provide a unique perspective, then it could harm your site because it doesn’t deliver on any of Google’s four content ranking factors.

Google uses the acronym E-E-A-T to describe its ranking factors. If you don’t already know, it stands for:

If you’re using AI to create content, you’re not demonstrating expertise because you’re using previously published source material. You’re not providing insights from your experience but simply crowdsourcing it from others.

AI creates content with no authority. It’s often written in a passive way, with no authority. It adds nothing to the conversation; it weakly amplifies the echoes of other posts.

There is a growing trend for stories about AI mistakes. We’ve seen sources misattributed and incorrect links. We (and Google) can’t trust anything AI says or tells us. Couple that with the fact that most AI platforms use a historic data set that’s over a year old, and it’s no wonder the results are often irrelevant.

On every level, AI content fails to meet the E-E-A-T test.

Using AI isn’t about adding value to your readers and your site. It’s the opposite – and it could damage your website, business, and brand. (So don’t do it!)

MC like a pro

We’ve built a reputation for delivering work that’s shaped around audiences and algorithms. We call it building human connections, and it’s a rallying cry for the industry.

It’s not a meaningless slogan; it’s a principle: only human writers can kind of content that moves real people.

We have a team of writers, some in the office and others who work remotely. As part of all projects, we QC everything. And, since the start of the year, we MC all work, too.

Our Machine Check process has three stages that analyses:

  1. The originality of content (whether it was written partly or wholly by AI)
  2. The sources linked in all content
  3. Plagiarism

To help us, we use several tools, including OriginalityAI, Grammarly (and its plagiarism checker), and ChatGPT’s AI content checker.

Each piece of content is analysed in several ways to assess its originality and value.

We’re not going to run you through the process (as it’s boring, naturally) but having one in place means we can provide all customers with the confidence that they’re getting what they paid for.

Is your content agency doing this? If not, they should

When commissioning content – particularly large-scale blog projects for SEO-purposes – make an MC a key part of your approval process.

If you want to chat about content, AI, MCs or just have a natter about old-school hip-hop, then get in touch.

So, 42group has finally gone and refreshed the brand. Do you like it? We knocked it up this morning.

Err, that’s not quite true. It’s the result of several months of detailed planning, design, user experience research, and afternoons in the pub.

It’s the embodiment of what we do.

So, what’s changed?

Aesthetically, we’ve gone for a retro-futuristic take. Think Tron updated to 2023 (and conveniently forgetting the remake that sucked the life out of the original as remakes almost always do). It’s old, new, totally modern, and timeless.

And if you hate it, that’s great. Any reaction is better than ambivalence.

The words have changed too.

What does “Building human connections” mean?

In a digital world where we’re told that technology like AI is transforming things, we’re at risk of information overload. Fake news, AI-generated content, and billions of junk pages published every day are affecting our ability to understand what’s important.

Words are losing their meaning – but only if we allow it to happen.

So, what does great content and copy do?

Builds human connections

Writing this article, I’m listening to the old Blue Note jazz tune Speak no evil by Wayne Shorter. The band run through the changes, feeding off each other and improvising over a set of chords borrowed and recontextualised.

Together in a tight and smoky room, they’re using eye contact to encourage each other. Their hands work to find new ways to navigate the chords and find cadences that capture emotions. This is the sound of analogue instruments in the pre-digital age. Behind the desk is Rudy Van Gelder, the savant who defined the sound of jazz and all from the comfort of his suburban lounge.

You’re listening to the mastery of a rhythm section. Drums and bass are engaged in a tussle, pushing and pulling. They’re reacting to each other, totally in the moment. As they play, the needle is etching the vinyl. This session is the living and breathing sound of these men in a room, and it’s magical.

Why would we want to give this up?

AI can access the whole catalogue of recorded music and play something back that’s technically as adept, rhythmically as complex, and with the drums purposefully shifted in and out of time to reflect the imperceptible and 100% human changes in rhythm.

But it isn’t music.

Content created by machines, engineered by algorithms, and assembled in rows doesn’t build human connections. It destroys trust. It devalues professional experience. Every new post damages our industry.

Building human connections isn’t a brand strapline; it’s a rallying call to anyone involved in creating new and original content.

In the end, machines will win, and technology will take over. But until then, we have to fight back.

In 5 year’s time, we’ll probably be gone. Replaced by machines and as culturally irrelevant as an old show tune. But we’re not going quietly.

The answer is 42.

At 42group, we’re serious about science. We work with some of the world’s leading brands, businesses, organisations, and institutions to help them communicate clearly with their audiences. 

Whether you’re writing for the public, a politician or a public body, your content should always follow these five core principles:

1. Read, research & refine 

Every great piece of science copy and content is based on research. In science communication, it’s impossible to be an expert in everything, so you’ll need to get busy with the books:

  1. Read: Understand your subject from all angles. Learn what’s new in the research, and search for conflicting views. Immerse yourself in the issue.
  2. Research: Check through journals, publications and peer-reviewed papers. But do more, read blogs, check out social media and get involved in conversations, if possible. Keep a note of everything you’re reading so you can refer to it later.
  3. Refine: By refining knowledge, we mean moving beyond basic principles to higher-level learning and understanding. You’re searching and sorting through information, creating a narrative and hierarchy.

2. Interviews = inspiration

Secondary sources are great at understanding a subject, but interviews are where the inspiration is. 

Some scientists and sources may be reticent to speak to you, instead referring you to published papers or previous work. We advise you to persevere and push for an interview.

It’s essential to prepare for an interview, developing a series of questions that you need to be answered. But be flexible too. Sometimes, you’ll hear some information that sparks something. 

Our advice is to follow it.

Take notes during the interview, and you’ll start to build a picture of the story you want to tell. Then, at the end of the interview, check back through and clarify critical points and fill any gaps.

As a writer, your door should always be open. Stay in contact with the scientist or expert, and communicate through email if that’s easier.

If you can record and transcribe interviews. If you can afford it, pay for professional transcription. If not, use an AI transcriptions software such as Descript. It’s not great but can help shorten the process.

3. Tell a story

As humans, we understand the world through stories. Science communication should tell the story of exploration. Whatever you’re writing – from a leaflet to a whitepaper – you must tell a story.

Every great story (and even the bad ones) has a similar organisational framework. You can use the traditional three-act framework, use the hero’s journey, or even the snowflake method, popularised by Randy Ingermanson.

A storytelling structure will help your readers to navigate your piece. It also allows you to identify an angle, provide insights and intrigue, and embed your story in the reader’s mind.

(If you’re not interested in the dark arts of copywriting and content but do want to learn how to tell a better brand story, check out Donald Miller’s book.)

4. Read, review, refine 

The first draft is a great start, but it’s the beginning of a process of reading, reviewing, and refining your story.

Start by reading through it a few times and taking notes. Check all statements, sources, and quotes against your notes. Give your words some space and (if possible) time. Coming at something again after a good night’s sleep can give you a fresh perspective.

Reviewing your work means looking at it dispassionately and critically. Position yourself as the reader, not the writer. If you’re writing for a client, consider how the work fits their tone of voice. Does it meet the brief?

It’s essential to refine your work. This may involve shortening the content, but it’s also about sharpening it too. Work as an editor to cut away unnecessary, irrelevant, and indulgent prose, leaving just the words that matter.

5. Reference right 

Science is the accumulation of knowledge. Each new paper builds upon the last, and it’s all based on referencing. So it’s critical you understand how to reference and do so correctly. While many of your readers won’t necessarily understand or even care about referencing, some will ­and as a writer, you must, too.

We’re not going to go into the intricacies of referencing here (as it’s a long and fairly dry subject), but there are loads of valuable resources online.

Correct referencing plays a crucial part in the accuracy, validity, and quality of your scientific content. And if you’ve been following our advice, you’ll find it easy enough to provide a marked-up evidence pack, too.

Ready to get writing about science?

It doesn’t matter whether you call it science writing, science copywriting, or science content production, the core principles here apply across the board. If you’re new to science copywriting, the five points above should help you improve your science writing.

We’re going to explore the fundamentals of science communication in future blog posts, so stay tuned. And if you need a specialist science copywriter for your project, get in touch.

“Think of how stupid the average person is, and realize half of them are stupider than that.” George Carlin

Copywriters, content produces, and other creatives need to keep one thing in mind: it’s simplicity that sells products and services. George Carlin knew it, we know it, and you do too. 

It’s usually at this point that someone will quote another famous George, the Big O with his six rules for writing

In between writing some of the most influential and important works of the 20th century, Orwell was a witty, sophisticated and compelling essayist. If you ever read his work, you’ll probably discover that he didn’t keep as steadfastly to his own rules as he perhaps would have liked. 

Now, Mr Orwell knew a thing or two about writing, but he was rooted in the analogue era, not the digital age. 

There’s no way we have got the bravery or the balls to attempt to update Orwell’s rules for the digital age, but the fundamental principle of Orwell’s approach is that simple sells anything. 

Why simple sells

Everyone is selling something. Whether it’s a product, a service, an idea or an outcome, you’re marketing it. It’s as valid for a commerce site as it is for a science case study. 

You need to convince the reader that you have authority, integrity and authenticity. You need to reassure them they’re in the right place and encourage them to act on that information.

When we keep things simple, people are more likely to believe what we’re saying (or selling). 

There’s no room for misinterpretation or misunderstanding. When your words are clear, it’s the message that gets through.

A good example?

Hands. Face. Space.


Get Brexit done.

Simple doesn’t mean basic

Keeping it simple is a relative concept. 

If you’re writing a paper for a specialist audience, a REF case study on brachycephalic airway obstructive syndrome, for example, your audience is going to have a head start on the average punter. But you’ll still need to convey and carry the argument through your work linearly and logically. 

How to keep it simple

Keeping it simple is straightforward in principle. But harder when words start hitting the paper. 

As a creative copywriter, it’s your job to explain to clients that simple copy is more effective. Forget the endless sentences full of clauses and sub-clauses. 

Keep messaging straight and to the point. 

Here’s an exercise that can help copywriters and clients. 

Just 5 words

Most businesses develop an elevator pitch that encapsulates what they do in a short burst. If you’ve been in a lift, you’ll likely find everyone is on their phone anyway, so the likelihood of anyone listening to a lengthy speech is zero.

So, do something creative. Break your proposition down into 5 words. 

To get you started, here’s an example. 

The best copywriters in Bristol.

Copywriters are ten a penny nowadays, with every Tom, Dick and Harriet claiming they can create you the kind of copy and content that will grow your business or brand. There are some amazing freelancers out there, but how do you know when you should use a freelancer or an agency? Here are three questions you need to ask yourself.

#1 What’s your budget?

We don’t like to talk about cash as a rule, but when you’re deciding who to work with be honest about your budget. An agency is likely to be a little more expensive, but not by much. If cost is your determining factor, then a freelancer will be cheaper – but sometimes this can be a false economy. An expert agency (*ahem* like 42group), can do a professional job much quicker than a freelancer and with fewer revisions.

#2 Do I need an expert?

There are some incredible expert freelancers out there. We know because we use them. If you work in a specific niche (let’s say 5G infrastructure), then you’ll be best served by finding an expert in your field. If you write about 5G infrastructure, we can help you find them!

If you’re looking for more general, commercially-focused copywriting and content, then an agency with a broad range of experience and in-house expertise is likely to be a better bet for you.

#3 When do I need my copy?

You have the cash (we hope) and you want the copy. And in many cases, you want it as soon as possible. A freelancer managing multiple clients may struggle to fit you in. An agency with a pool of in-house staff and expert contact ready and willing to work for you is likely to be able to deliver your work more quickly.

This is a simple blog about a complicated decision. If you want to chat about your copywriting and content project and want some expert advice and guidance, then contact us today

Copywriters know that words have power. A slogan can trump anything. Even Trump himself would agree, with his ‘Making America Great Again’ becoming a rallying call for the disaffected in the States. It doesn’t matter that it was rehashed verbatim from a Reagan speech in the 80s.

We can observe the same distillation or dumbing-down (however you choose to view it) of political discourse in the UK. 

We continue to Take Back Control and Get Brexit Done, despite those pesky remainers and their Surrender Bill attempting to thwart our unelected leader.

This rambling and entirely inconsequential blog isn’t a treatise on the power of slogans, nor a lecture on why they’re wrong. Like all copywriting tricks, slogans can be used for positive good or nefarious ends. 

Did three words sway the Brexit vote? It’s difficult to say whether a vacuous slogan inflamed the passions more than a decade of punishing austerity. But we believe that they did.

Hagiographic portrayals of the key figures in the Brexit process like Sherlock delving deep inside the mind of this decade’s real villain, the spin-doctor Dominic Cummings cement this view. The pivotal moment in the film is when dishevelled Dom channels the minds of millions of disenchanted and disenfranchised members of the public and scrawls Take Back Control on the window of his office.

Regardless of whether it’s true or not (spoiler: it’s probably not), the power of the slogan stands out. Three words that unify millions of voices.

Flawed genius

Slogans are superficially deep and deeply superficial. They stand up to no critical scrutiny, which is why they’re so powerful.

A slogan, like the belief that the actions of an entire Government are dictated by Machiavellian mastermind, is more comfortable for us to comprehend than the reality that politics is usually a dirty and complicated compromise. We can project our own perception of reality onto the slogan.

The power of Brexit means Brexit is in its total and utter banality. Without clearly defining what Brexit is, the slogan is meaningless, and yet it was regurgitated thousands of times until it lost its power and had to be replaced.

In a world of sententious politicians who seem to reason in 140 characters or fewer, slogans are reassuring. They provide continuity, context and a reassuring basis on which to pump out pointless propaganda.

Slogans blind us to the reality that the politicians inside the Palace of Westminster are as busted as the building itself. 

What does all of this mean? Nothing really. As a copywriter, sometimes you have to sit back and reflect on just how powerful words are. 

If you need to take back control, let’s get this done. Contact us today

We write things for a living. For some people, writing all day, every day is a dream job, something they’ve harboured an ambition for since childhood and an all pervading passion that dominates their waking lives (we’ve been told these things in emails).

That’s fantastic, but in our industry, it’s professionalism – not passion – that will see you succeed. Here’s why…

If you contact us for a job, a healthy dose of enthusiasm is great. As we’ve written before, we don’t have many opportunities and when we do they usually go to our trusted bank of suppliers. But what we do promise to do is to read every one and save the ones that are genuinely useful to us.

Unfortunately, we see a number that follow a similar pattern. Here are some examples…

The unifying sentiment here is: I want.

Politely put, as a business, we don’t really care what you want. We care what you can do, how you can benefit us and the clients we work with.

If you’re going to write to us to apply for a freelance role then tell us why you’re the best writer in your field, why your clients love you and a bit about your story. Explain the value you can offer us and our clients.

If you are doing great work, then shout about it – but put it in some context. We need to know why you’re the go-to person for the kind of topics we cover (science, tech and healthcare).

Hopefully, if you’ve read this far you’ve found this blog helpful. We don’t want to discourage people from applying to agencies or sending speculative emails that could generate work.

If you take one thing from this blog, just take some time out to think. Before you click send think about the person receiving it and ensure it focuses on what you can give, not what you can take.

If you need a copywriter in Bristol or Bath, contact us today. We work with some of the best editors around, so don’t worry about any stupid mistakes. 

Great copywriters can use colloquialisms to help brands break through to customers. They can be witty, wise and welcoming – giving corporations a humanity that’s important.

Problem is, sometimes the colloquialisms just don’t translate. Like this one…

In truth, this was an American advert that was shared online. Most people know that words can have different meanings in other places. A personal favourite of ours was the Australian usage of the word spunk to describe a hunky guy. Most commonly heard on Neighbours, they’re still using it (and still featuring hunky guys like the one below).


A good copywriting agency comes up with great ideas. A trustworthy one checks that the copy you create won’t make people laugh when you don’t want them too. Or even worse, upsets them in some way through inconsiderate, or inaccurate, copy.

We’re a Bristol copywriting agency that oohs and arrs in all the right places – but we’re international in our approach and our outlook.

If you see any examples like this, feel free to tweet us as: @weare42group

If you need a copywriter in Bristol or Bath, contact us today. We work with some of the best editors around, so don’t worry about any stupid mistakes. 

Does content marketing work? Absolutely…

It’s a fantastic endorsement for an industry that continues to grow at an astonishing 16% every year. By 2021 the whole industry could be worth a mind-boggling $412.88bn. That’s big enough to buy half of Apple, build your own Deathstar or shut Elon Musk up forever.


Content marketing is effective because it offers the customer something of value. It also empowers them to make the decision.

To recycle an old aphorism coined to describe the media, content marketing doesn’t tell people what to think, but what to think about.

Millenial tension

The traditional tactics adopted by the persuasive industries is meeting resistance from Millenials. In fact, 84% of that disparate group born in the mid 80s – 90s dislike conventional advertising.

Where content marketing scores highly is that the sell isn’t hard. In many cases, there isn’t a sell at all.

Modern consumers are sophisticated and recognise when they’re being explicitly marketed too (or manipulated).

Content marketing is s gentle nudge, whereas traditional advertising can be seen as a crude shove. Where content marketing scores highly is that it encourages potential customer to build the positive associations and perceptions of your brand.

These positive associations can be amplified if brands connect with influencers, gaining exposure for the brand as well as important validation. The use of influencers isn’t without its critics or concerns, but we’ll save that for another post.

Millenials are true digital natives, spending up to 9 hours a day online consuming – and importantly, sharing – content. If you’re not producing content, you’re already missing out.

The challenge of measurement

Traditional marketing and advertising metrics were rough and ready, but if sales are increasing, then who cares?

Brands do, that’s who. Marketing, branding and advertising has shifted from creating a simple, single proposition for a market into developing a tailored journey for each consumer.

Essentially, brands are using the data we willingly provide our digital overlords to develop sophisticated, targeted and highly personalised campaigns. The available data allows brands to create their own person-level journeys.

Perhaps the best exponent of this is Amazon, who has built its entire business model on its personalised offer for each consumer.

“If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.”– Jeff Bezos, Founder & CEO, Amazon.

Content marketing is an investment by brands and businesses into this relationship. It’s all about value.

Oh, and if you need a stat to back it up, a US study found that only 51% of teens watch TV regularly, with the majority preferring to browse on connected devices instead.

What’s the pay off?

So how do you get it right?

The content you create needs to have a value for the reader. The investment you make (in time, or in cold hard cash) will be reflected in how targeted, accurate and effective your content is.

It’s true that Google values content for SEO. Good quality, relevant and well-written content will score highly with its algorithms. But that shouldn’t be the sole focus for its creation. It’s more a happy by product.

Overall, the Google algorithm is focused on the user journey, and you should be too.

Producing content for SEO is a laborious job that won’t get you the results you want. Keyword dense, but nonsensically produced content may get you a temporary boost in the rankings, but over time you’ll be found out.

Our advice: Produce content for the right reasons.

And the right reason is that you have something to say.

We’ve worked on content projects for businesses and brands that have very little commercial relevance, and no particular SEO focus. They’ve created it because they want to, and it’s worked.

We’ve written previously about how to structure your output, create blogs and produce content. The content journey you take will be as unique as those taken by your clients.

If you would like to chat about how we can help you with your content, then contact us today.

Want a job as a copywriter? You’re not alone…

Every week we get emails from some fantastic young, aspiring and established writers. We can’t respond to them all, but here are five pieces of advice from 42 to you.

We love local

We’re a Bristol copywriting and content agency, based at the fantastic Paintworks. We work with clients across the UK and beyond, which means we spend a lot of time on email. But, we like to meet the people we work with if possible.

If you’re looking for a job, our advice is to try and search out local agencies to connect with. If you’re an expert in your field, or work in a specific niche, then you can pretty much work from anywhere. But for us – and for many agencies – if we can work with someone local, we probably will.

2. Email is best

It’s good to talk, but it’s better to email. A 2017 poll of media professionals found that only 1% preferred to be contacted by phone. The other 99% were happy with a short email, and we are too.

We will always answer the phone, and always chat to you. But we may be busy, on a deadline or with clients, so don’t feel offended if we don’t have much time for you right away.

3. Always link to your work

Every morning at 10:30 we have a pot of freshly brewed, dark, delicious and highly caffeinated goodness. It’s a chance to relax a little and catch up. Around this time we might be looking for something to read. If you’ve sent us an email, link to your best work and we might spend our time reading you.

Copywriters love to read, so stick your best work up front, be bold and proud. Let your words do the talking.

4. Don’t be disappointed if we don’t respond

It can be really demoralising to pitch with no response. We know, because we’ve done it. The reality is, we receive so many emails from exited copywriters and content professionals, we often can’t keep up with them.

If we don’t respond straight away it’s not us being rude, it’s just the fact that we have a lot of work to do. But please read on…

5. We do keep your details (and will be in touch!)

Some of the copywriters and content producers who work with us have contacted us directly through our website. It’s a tried and tested method that works.

We read your emails, store them and refer back to them when we need to. We know that other marketing, content and copywriting agencies do too. It’s likely they started out doing the same thing.

It may not be today, or tomorrow, or next week – but if you’re producing great work and we can use your services we will be in touch.

Until then, here are a few hints and tips on how to find copywriting work.

Are you looking for a job?

If you’re a Bristol copywriter, the best place to look is Bristol Media. It’s totally free and it’s where the city’s best agencies go to find talent. We’re members, and if you’re serious about copy, you should be too.

The kind folks at Creative Bath have created a similar resource for the budding  copywriter. Find it here.

We’re also members of Pro Copywriters, the alliance of commercial writers. It’s not free to join, but it’s an investment worth making.

Depending on your speciality, there are other places to look for work. We’re members of the Association of British Science Writers (ABSW)European Medical Writers Association, and a whole host of others.

Where not to look for a job…

Do you enjoy working for virtually nothing while others profit from your hard work? No, of course not.

It’s why you should avoid working for content mills, or selling your services too cheaply on a platform like Fiverr.

You’re better than that; we know you are. If you work for free or for an hourly rate that would shame the Victorians ($0.01 a word isn’t rare), then you’re devaluing yourself, and sadly, the whole copywriting industry.

If you’re an aspiring copywriter or content pro, take a look at our site and see what we do. If you’re looking for expert copy or content, then contact us.

Would you employ an AI copywriter?

Science fiction could be about to transform science copywriting. Should copywriters be concerned at the rise of the robots, grab our digital pitchforks and get smashing?

The art of language

Copywriting is a creative art, where words are chosen for their power to inform, influence and inspire. But there is a logic to passable copy.

AI works best where there are clear rules. One example where AI’s transformative power will be realised is in the legal profession. In tests, AI outperforms human lawyers in reviewing legal documents. It’s quicker, and more accurate, with the AI system right 94% of the time, compared to the humans, who scored a rather poor 85%.

Think of a profession and AI will have an impact. Estate agent? Yep. A robot that can sell your house. Accountancy? Of course. Computers love numbers. Human Resources? Oh yes.

We’re not against AI. In fact, as science journalists wev’e documented its rise, and as 42group we have worked with IBM and Alder Hey Hospital o promote their incredible learning computer that’s improving care and changing lives.

Basically, nobody is safe from our robot overlords. Or so it would seem.

Actually, the spread of AI is slower than you’d think. Only 5% of businesses across the world are actively using AI in some capacity. Interestingly, 22% of businesses polled in the report claim not to have adopted AI in any form, and have no plans do so.

It’s true that the majority are considering AI, but it’s very different to the robot apocalypse predicted by some.

Robot copywriter

The power of AI is in its capacity to learn and to improve. In this sense, it can replicate the human brain reacting to positive and negative reinforcement (processing track changes faster than you and I), to understand what works and what doesn’t.

Where it will struggle is in channelling the human capacity to question, challenge, and to think differently. Many of the great scientific discoveries have been made by chance, by luck or through the sheer genius of some minds.

The simple product descriptions created by Alibaba’s automated copywriting machine are impressive, but they lack the human insight of a good copywriter. Or so we’ve been lead to believe, as we can’t actually read the copy.

A robot copywriter may be able to create passable product descriptions, but it won’t be able to replicate the inspiration that marks great work – whether in literature or in science.

Are science copywriters doomed?

In the short term, the answer is no. Longer term, possibly. In any field, the adoption of AI is a conscious choice, with implications that we all need to be aware of. If we are content withmechanically constructed, poor quality content , then that’s what we will get. A machine won’t ask for holiday, or expect a ping pong table in the office.

If we value the talent and motivation of skilled science writers, then we’ll continue to invest in it.

A machine then is probably going to give content mills and Fiverr gig sellers a run for their money. At least a robot can use a spellchecker. But it won’t replace the artistry and insight you get from a real copywriter, journalist or science communication professional.

We hope so, anyway.

Science copywriting uses the power of words to translate complex information in a way that can be understood by everyone. We’re experts, and we can help you. Contact us today.

Can you trust a copywriter?

Copywriters write words, build brands and establish expectations.

Have you ever felt let down by advertising?

We have too.

It’s because while words have the power to persuade, they also have the power to deceive.

We’re a copywriting and content agency that aim to be up front and honest about what we do.

We write words for money.

Good ones.

Words that make a difference.

Words that build brands and change lives.

Words that won’t let you down.

Words that won’t let you down or embarrass you.

If you’re looking for some content or copywriting support then contact us today.

Is price worth more than experience?

Is there a worse time to be a freelancer?

Brexit, IR35, and increasing competition are changing the freelance marketplace. The IPSE survey found that a quarter (25%) of freelancers expect their rates to fall in the next year.

Does this reflect a reduction in demand or an increase in competition?

The report makes no firm conclusions, but it’s likely to be a combination of both.

A damaging race to the bottom benefits nobody – including the client. Forcing freelancers to accept lower wages will affect their ability to survive – and to provide businesses with the short-term support and services that they need.

But it’s not all bad news.

Confidence or hubris?

While a sizeable proportion expect their remuneration to be affected, confidence in the marketplace is increasing. Across the range of professions, freelancers are forecasting a brighter 12 months – at odds with most economists’ forecasts for the wider economy.

There is some logic to this.

Freelancers have always existed – and in many cases thrived – in turbulent times. While businesses may not have the confidence to invest in internal capacity, a great freelancer can deliver the services required often at a much lower cost than employing someone directly.

Rates may stay static (or be eroded through inflation), but utilisation may increase as businesses navigate the economic uncertainty by purchasing the capacity they need, when they need it.

Invest in quality

For clients, the increase in the numbers of freelancers in the market (including low-cost providers located across the world) can make choosing who to work with difficult.

Nowhere is this more apparent than in the content and copywriting world where a page of content can be written (or perhaps more accurately described as ‘generated’) for just a few dollars.

It’s a glib point to make, but there are no 30 year olds with 20 years’ experience.

When choosing a freelancer it’s important that you spend your money well. A few days working with an expert can be more effective than a few months with someone less skilled.

Whatever Brexit we settle on, the life of the itinerant wordsmith will be as tough as ever in the coming months and years. Confidence and stability in the economy may fluctuate, but for the good freelancer, uncertainty always means opportunity.

If you’re looking for some content or copywriting support then contact us today.

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