As a healthcare membership organisation, you may often find yourself being on the front lines of support, policy, and advocacy. Website content acts as an essential tool for sharing information, and maintaining high levels of communication and collaboration among stakeholders.
However, when you’re trying to meet the day-to-day demands of patients, healthcare professionals, researchers, donors, and more, websites and content can easily become secondary priorities. This means content management efforts can fall short.
Don’t panic.
The good news is that there are a few quick, simple, powerful actions you can take to keep your website content fresh and engaging, without diverting too much of your precious time away from your core tasks. At More Time To, we’re here to share them with you and help you thrive.
Why content management matters
The world of healthcare is continually changing, which means that keeping your content current and relevant is absolutely crucial. Policies change, new research emerges, and member needs evolve. By managing your content effectively, you can ensure that your organisation remains a trusted source of information and support while delivering real value to members.
Outdated or irrelevant content can lead to confusion and disengagement among members, which is the last thing you want. A well-maintained website reflects your organisation’s commitment to providing value and staying ahead in a fast-paced environment. And that means it’s worth exploring some simple content management tasks, especially when those tasks are super quick and easy to handle.
So… what sort of tasks are we talking about? Let’s dive right in. Here are some really simple and straightforward tips to help healthcare membership organisations manage their content effectively.
1. Establish a content update schedule
Start off by building some healthy habits, like updating content regularly. It can really help to create a routine for updating content. Try setting aside a small amount of time each month to review and refresh articles, blogs, and educational resources. Regularly refreshing your content helps maintain its relevance and usefulness to your members, reinforcing your organisation’s role as a valuable source.
2. Engage with member interests
This is easier than it sounds! You don’t need to reach out to members and ask for their ideas – you just need to pay attention to conversations going on around you. Actively listen to trending topics, and tweak your content to ensure it’s covering valuable areas where members feel that information is needed. Listening to your audience empowers you to deliver content that truly serves their needs.
3. Create a content checklist
Develop a rapid checklist for reviewing and updating content. This doesn’t need to be a long-winded or time-consuming list; it simply needs to cover critical aspects such as checking for outdated information and verifying that any links still work. A checklist helps maintain quality and consistency, reducing the risk of errors that could confuse, mislead, or result in dissatisfied members.
4. Monitor content performance
While we always recommend using analytics tools to track how content is performing, it doesn’t need to be as involved as this. One great tip is simply to look at which posts are receiving attention, and which aren’t. Examine obvious engagement metrics like comments on a blog post, or sign-ups to your newsletter. By understanding what resonates with members, you can focus on content that matters.
5. Implement a routine content audit
Conduct a content audit to identify which pieces of content are performing well overall, and which are not. This approach helps you refine your content strategy, remove outdated information, and refresh what’s still relevant. It’s a great opportunity to assess whether your content remains in tune with the changing needs of your members. Try to do this once every six months for best results.
Keeping your content moving forward
Implementing these tips is a great start to maintaining your content, but it’s important to remember that content should always be evolving and moving forward. Regular updates, strong member engagement, and a strategic approach to content management – these ensure that your organisation remains a valuable resource for each and every one of your members. And as member needs change, your content should be able to adapt and continue delivering the information that truly matters.
At More Time To, we understand that maintaining a dynamic content strategy can feel overwhelming, especially when you’re busy with your day-to-day job – and when content isn’t really your passion. That’s why we offer a dedicated Website Care Plan tailored specifically for healthcare membership organisations like yours. With our full-cycle approach – creating, scheduling, updating, auditing, and tidying up your content – we take the hassle out of content management. We’ll give you more time to focus on what you do best: supporting your members and driving impactful change.
Ready to manage your website content like a pro? At More Time To, we’re here to handle the details. Contact us to find out how we can help you focus on empowering your members.
