Teaming up with Pharmacy Mentor, I was tasked with creating a cornerstone article on prediabetes for blood-glucose monitoring service, Prolongevity.
But what is a cornerstone article and why are they important for marketing your business online?
What is prediabetes?
Type 2 diabetes is a worldwide epidemic affecting more than 422 million people.
The risk of diabetes increases as we age and is further impacted by an unhealthy lifestyle and some hereditary factors. However, the onset of type 2 diabetes doesn’t happen overnight.
For a body bombarded by a diet high in refined sugar, resistance to insulin develops slowly. Prediabetes happens when the body struggles to maintain a healthy amount of blood glucose because of this insulin resistance.
Left unchecked, prediabetes can develop into type 2 diabetes.
Some people argue that the term “prediabetes” or it’s diagnosis is unhelpful in preventing the onset of type 2 diabetes.
This is because it may give a false sense of security regarding a person’s health. Or that having prediabetes isn’t as serious as type 2 diabetes. These attitudes may limit how seriously an individual could take a prediabetes diagnosis.
The reality is that prediabetes is a serious warning sign that your unhealthy lifestyle needs addressing.
Who are Prolongevity?
Prolongevity is a company that helps people take control of their health.
By understanding their personal blood-glucose profile, they can make informed decisions about which foods are right for them.
If you’re interested in cornerstone content for your healthcare business, please get in touch with me. Or read on to learn more about cornerstone articles.
What makes a good cornerstone article?
Cornerstone articles are there to demonstrate your knowledge and expertise. And to tell Google what your site is all about.
- Well-written, accurate and informative content will show a potential customer you know your stuff.
- Well-placed keywords and a good internal linking structure will help Google navigate your site and understand what keywords or topics it should be ranking you for.
Here are a few points to help you choose and write an article worthy of cornerstone status:
Choose your cornerstone topic carefully
Cornerstone article topics need to be relevant to your business. If the topic is too high level, e.g. “marketing”, the content risks being vague and lacking focus or purpose. Plus it’s probably too big to cover with any detail in one article.
So, choose a topic that you can cover in-depth in less than 3000-words, e.g. online B2B Marketing for Healthcare.
Cornerstone articles aren’t about selling products
Cornerstone content is not selling opportunities so don’t make them too “salesy”. Yes, you are promoting your business but it’s more of an indirect marketing opportunity.
A cornerstone article is where you write content with authority and in detail on a subject that supports your business.
For example, instead of writing about the successes your healthcare marketing business has had (that’s a case study, folks), write a guide on the benefits of healthcare marketing.
What’s a good word count for your cornerstone content?
The word count of the cornerstone article needs to be long enough to cover the chosen topic. But think about making it longer than other pages or posts on your site as well.
Overall, it’s better to write a high-quality 800-word cornerstone article than a 3000-word piece of fluff.
If you have a number of long-form articles already, could one of these be suitable as a cornerstone? It might need tweaking but it could save you a lot of work.
Nerdy, not wordy
Following on from an appropriate word count for your content is the content itself.
Your cornerstone content needs to be interesting, useful and accurate. Aim for amazing and don’t settle for anything less than moderately awesome.
Again, it’s more important to add helpful and engaging content than to just fill the page with mindless facts.
- Use bullet points to stay punchy
- Break up the text with lots of short paragraphs and whitespace
- Use headings to make the content easier to read and navigate
That’s a list of some basic online content writing skills but they still apply to your cornerstone articles.
Add extras to your cornerstone content
Your cornerstone article needs to be special. So consider adding video or graphics as well as text.
Everyone loves an infographic (right?) and having optimised images and graphics gives you extra opportunities to rank on Google image searches.
For Prolongevity’s prediabetes cornerstone, I created a diagram plus an infographic fact sheet on prediabetes.
Cornerstone articles are the hub: your internal links are the spokes
Cornerstone articles should function as the hub of your website with multiple links from other relevant pages or blogs.
Once written, go back to other pages and add links to the cornerstone. Choose relevant anchor text that supports the topics and keywords your cornerstone is covering.
It’s ok to edit existing content to make it fit with the new cornerstone article as long as you don’t compromise the quality of the existing article.
It’s ok to have more than one cornerstone article
You aren’t limited to the numbers of articles you consider to be cornerstone content. After all, a business is limited to only one service or product.
But make sure each piece of cornerstone content complements your business and other cornerstone content. Plus you don’t want to compete on primary keywords so try to avoid overlapping content.
Now you’ve got your shiny new cornerstone content, remember to a get a buzz going by promoting the article on social media and email.
A cornerstone article is an asset for your healthcare website. Get in touch with me if you are interested in creating cornerstone content for your business.