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Why Sleep Companies Need a Content Strategy

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Your website might have a blog, and you’ve started posting on Facebook and Instagram, but do you have a strategy for your sleep-focused content? Are you maximising the potential of your efforts?

A content strategy is a plan in which you use content — written or audio/visual — to achieve your business goals. A successful content strategy helps attract your target audience, at every stage of the purchase process, and keeps them engaged after their purchases.

You may be focusing on increasing brand awareness. For this, you might implement a content strategy that focuses on SEO which will increase your website’s visibility on the search engine results pages (SERPs) — driving traffic to your products/services.

Producing high-quality content is valuable in building trust with new audiences and succeeding in the long haul.

A content strategy provides the foundation of your buyer’s journey. While attracting prospects to your brand, you can leverage your content to encourage sales and customer satisfaction.

And with greater numbers of marketers actively investing in content marketing, it’s critical that your sleep company adopts a good content strategy to compete in your industry.

Content Strategy Basics

First, you’ll need to consider a few questions:

#1 – Who’s the target audience for your content? 

Your company might have more than one type of customer, so your content strategy must attract more than one type of user. By using a variety of content types and channels, you can deliver content that’s tailored to each persona.

# 2 – What problem(s) do your products solve?

A sound content strategy supports people at all points in their journey, educating them on their diagnosis and on treatment options. You allow them to clearly evaluate your products — and provide special guidance to those still figuring out their challenges, as well as help those already using your product to overcome challenges.

Your content reinforces the solution(s) you’re offering and helps you build credibility with your target audience.

#3 – What makes your sleep company unique?

Your competitors will have similar products as yours, so your potential customers must easily see what makes your products/services better — or different.

You may have greater longevity if your sleep company was established many years ago. Maybe your company’s founder has a compelling background story that sets your company apart. To prove your worth, you need to prove why people should listen to you. That message should permeate your content.

#4 – What channels will you publish on?

You can create content in different formats, and publish it on various social media platforms. But which platforms? This will depend on your audience demographic. Most adults use Facebook; younger audiences opt for TikTok and Instagram.

#5 – How will you manage content creation and publication?

Creating and publishing content requires a small team, with you as the sole decision-maker.

You need to track the content at every step, from creation to publishing. Your content must be rich in tools that continue generating leads for you over time — like an embedded link to an e-book or free tool. 

Content marketing helps sleep companies prepare and plan for reliable and cost-effective sources of website traffic and new leads.

Overwhelmed? Let us handle the details

Somnowell Marketing has a team in place to professionally create and execute your marketing and patient communications campaigns. Content, blogs, social media, emails, messaging — they can handle it all, taking the burden off your shoulders. The information is always from respected sources, and will dispel any misinformation. Your online content and social media posts are an investment in your sleep company’s reputation — and that’s undeniably priceless.

Loran Simon

Loran Simon

Loran Simon is the Founder of Somnowell, one of the UK’s leading oral appliances to help to cure snoring and sleep apnea. Over the past 10 years, Somnowell’s growth has been mainly achieved using the digital marketing services of Somnowell Marketing, an agency that Loran Simon also founded and manages. The agency consistently generates thousands of new patient enquiries for Somnowell’s network of dentists.


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Book a quick exploratory
call with us.

We’ll take the time to understand your objectives and needs, and share our experience of working successfully with businesses like yours.