Simplify Your Content Marketing Strategy with AI: Three Expert Tips

 In Competing in a Crowded Market, Preparing for the Future

We’ve all seen it. It seems like it’s everywhere – in the media, pop culture, and is recently the subject of new home care legislation in states across the country. No, AI is not taking over the world, but it is here to stay. As marketers in home care, we know you wear many hats. Time, resources and budget are three things we know you could always use more of, so why not tap into the magic of AI to connect with your most valuable audiences leveraging more sophisticated and savvy approaches?

While it may seem overwhelming, and even somewhat ambiguous, AI technology has been integrated into many free and easy-to-use tools that can save you time, inspire new ideas, gather and analyze data, and enhance your digital marketing efforts overall. Here are my top three tips for marketers in home-based care to start diving into the world of AI today!

1. Tapping into Creativity with ChatGPT.

Ever find yourself staring at a blank screen, desperately trying to summon inspiration for your next blog post or social media update? Fear not, ChatGPT is here to save the day. This AI-powered tool is like having a virtual brainstorming buddy who never runs out of ideas. Simply give it a prompt or topic, and watch as it generates a wealth of creative suggestions and insights.

For example, you could ask it to generate five poll questions that you can post on your Facebook page every day for one week to gauge the perceptions, interests and education of patients and families in your community about home-based care. Based on the results, you can then create more social media and website content tailored to address the questions, concerns or lack of understanding of your services.

ChatGPT questions output -

Here’s another example: Try typing in the prompt, “List the ways a family caregiver can recognize and help alleviate pain for a terminally ill loved one at home,” and watch as ChatGPT instantaneously provides detailed information. Of course, these suggestions are ones that you as a home care or hospice expert are already well aware of, but it takes the manual, time-intensive burden of creating content from scratch off your shoulders so you can spend more time strategizing the best ways to distribute this content to family caregivers who need your support.

A word of caution: Chat bots are good, but not that good just yet. Sure, you can ask it to be “more conversational” or “more clinical” with its responses, but we never recommend using content exactly as it’s created from ChatGPT or other generative AI tools. It will never be as good as your expert, human perspective, and it’s even more important to infuse your unique brand voice, differentiators and language into any content you’re creating.

2. Streamline Workflows and Automate Processes.

Speaking of publishing and targeting content to your many key audiences – whether they are family caregivers, professional referrers, volunteers, prospective employees or donors – AI technology has been integrated into many tools that automate processes to reduce administrative tasks.

Hootsuite Logo

Hootsuite is a social media management platform that allows you to schedule posts weeks or months in advance, analyze performance metrics, and engage with your audience – all from one convenient dashboard. It also uses an underlying AI analytics engine to give you advice about the best times of the day or the week to schedule your posts, taking the guesswork out of when to reach your audience. Plus, these tools offer valuable insights into your audience demographics, engagement rates and post-performance, allowing you to fine-tune your strategy and maximize your impact.

Email marketing can be a great tool when it comes to staff recruitment. For example, you can use your HR system’s database to create a list of qualified job seekers who have applied to open positions in the past as a “warm leads” list and quickly convert them to new hires by launching an automated email campaign. Email platforms like MailChimp and Constant Contact utilize various AI-powered technologies, such as subject line generators to optimize for high open rates or A/B testing to optimize content for high click rates, so you can make the most of your investment and deliver smarter, more effective campaigns.

Of course, don’t forget that you can save time by using our good friend ChatGPT to knock out some first drafts of those emails as well!

3. Harnessing the Power of Analytics.

In the world of marketing, data is king. And with AI-powered analytics tools, you can gain deeper insights into your audience, track the performance of your campaigns, and make data-driven decisions.

For example, do you know what kind of content on your social media channels generates more engagement – patient stories or FAQ-style information? Which of your advertising placements are driving the most traffic to your website? Which pages on your website are generating the highest – and the lowest – number of views or engagement time?

Google Analytics is a free tool and a great place to uncover the answers to these questions and hundreds more – but it can be intimidating and overwhelming once you’re inside the platform. As a starting place, this tool and many others now feature an AI-powered search bar or chat feature where you can type in conversational open-ended questions and receive instant, real-time answers based on data from your site visitors.

Google Analytics 4 Search categories and dropdown

This really is just the tip of the iceberg, though, and AI has some catching up to do in terms of generating custom, nuanced reports that are necessary for a more in-depth and holistic understanding of the complex user experience of your website. You can leverage the technology now to help analyze large sets of data, but be judicial in applying a keen, discerning eye to the insights it provides. Feel free to email me if you’d like to learn a bit more about what dashboards and metrics can be good places to start.

AI tools have the potential to revolutionize hospice and home care marketing, empowering you to create more engaging content, streamline operations and deliver personalized experiences. By harnessing the power of AI, home care marketers can unlock new opportunities for growth and success in an increasingly competitive landscape.

So, what are you waiting for? It’s time to do more with less and unlock the full potential of AI in your digital and content strategies. Have you been curious about ChatGPT? Do you have a favorite social media management tool that you haven’t fully leveraged the AI capabilities of? Feel free to email me with questions specific to your marketing programs, and we can explore the possibilities unique to your organization together.

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