OB-Gyn Content Marketing: A Step-by-Step Guide to Increase Patient Appointments

In today’s digital age, OB-Gyn content marketing can be very effective to engage, educate, and nurture relationships with potential patients. In fact, 50% of marketers considered boosting their investment in content marketing in 2024. By investing in effective content marketing, ob-gyn practices can foster trust, brand loyalty, and authority while offering a sustainable, long-term ROI and generating high-quality leads.   

Are you an Ob-Gyn specialist who is looking to incorporate content in your marketing strategy? Then this blog is for you. It will discuss what content marketing is, why investing in content marketing matters for OB-Gyn doctors, how OB-Gyn clinics attract patients online, and more. So, ready to get started?

What is Content Marketing for Women’s Health Clinics 

Content marketing for gynecologists and obstetricians is the process of strategically developing valuable, informative, and compassionate content. This digital marketing strategy might include content such as blog posts, social media updates, and videos, especially designed to attract, educate, and foster trust with women at various life stages.

The go-to source for any patient is Google, without a doubt. What is the reason behind my delayed periods? Or, how can I deal with my menopause? By developing valuable content such as blog posts or short videos on these topics, ob-gyn practices can build credibility while providing accurate information to people in need.

Power of Successful Content Marketing for OB-GYN Clinics

Here are some of the prime reasons why ob-gyn specialists must invest in content marketing:

• Establishes Trust and Credibility

In the highly personalised field of obstetrics and gynaecology, patient trust is vital. By developing educational content on topics such as pregnancy, menopause care, and fertility treatments, OB-GYN practices can build trust and authority, the cornerstone of patient acquisition.

• Improves Local SEO and Online Visibility

Creating regular, keyword-optimized content ensures that your ob-gyn practice ranks higher in the local search results when patients look for instant care.

• Educates and Empowers Patients

When looking for healthcare information, patients often turn to the Internet. In order to ensure patients are getting the accurate information for their concerns, healthcare providers must provide clear answers to directly address their concerns and reduce anxiety. This will help position your ob-gyn practice as an expert in the healthcare industry.

• Helps with Patient Engagement and Builds Loyalty

Engaging content, such as Q&A sessions and patient success stories, can help convert passive readers into active patients. Effective content marketing can help engage new patients and build loyalty by moving beyond transactional content to offer educational, valuable, and authentic content. 

• Offers High Return on Investment (ROI)

When compared to traditional advertising, content marketing can offer higher, long-term returns without drying out your funds. Once created, evergreen content constantly generates leads.

10 Best Gynecology Content Marketing Strategies that are Vital to Drive Patient Appointments

Now that you know the benefits of ob-gyn content marketing, let’s take a look at the best gynecology content marketing strategies that can help boost patient engagement:

1. Set Up Clear Content Marketing Goals

Let’s face it. Without a clear goal, you are basically lost. In content marketing, this is no exception. To ensure effective gym content marketing, gynecology practices must set up well-defined goals.

So, now how do you do it? For this, every job gym practice must be clear about what they want to achieve through their content marketing efforts.

Here are some of the potential goals that ob-gyn specialists can consider:

• Positioning your ob-gyn practice as a thought leader in the industry
• Increasing traffic from search engines by 40% over the next year
• Achieving 20% year-on-year sales growth
• Enhancing patient retention by 50%
• Acquiring 1,000 new backlinks in the next six months

Setting up a clear goal can provide a clear roadmap to what you want to achieve.

2. Determine your Target Audience

When you have a clear idea of what you want to achieve through content marketing, it is now time for you to understand who your target audiences are or who you are trying to attract.

You can create the most fascinating content, but still not get engagement if you do not target the right audience. For example, as an ob-gyn specialist, you can target middle-aged women who struggle with period irregularities or women between the ages of 45-55 who are dealing with menopause instead. If your content reaches middle-aged or older men, then that is basically pointless.

To know your audience clearly, you need to answer a few questions:

• Firstly, who are they? Ob-gyn practices must move beyond just basic demographics to their deeper values, beliefs, and concerns.

• What are the major concerns, challenges, and problems related to women’s health services or treatments?

• Where do they spend most of their time online? And which information sources do they find the most relevant?

• What type of content is likely to attract their attention and encourage them to take action?

3. Choose Topics That can Evoke Interest

Choosing topics that clearly resonate with your target patients is very important to ensure your content is getting the desired engagement. However, healthcare is a massive sector, so finding topics that are relevant to your niche might be a daunting task.

Here’s a step-by-step guide on how OB-GYN practices can choose relevant topics that will ignite the interests of their audiences:

• Ob-gyn specialists must collect the most frequently asked questions from nurses, front-desk staff, and clinicians about the common concerns of patients and create an FAQ-style blog post.
• Make sure to use email questionnaires, surveys, social media polls, or directly ask patients what ob-gyn-related topics they are interested to learn more about.
• Leveraging advanced tools like AnswerthePublic and Google Trends can be a great way to explore widely searched health queries related to your niche.
• Thoroughly monitor forums like Reddit or Quora to identify the common concerns and queries people have about topics like fertility, menstruation, preventive screenings, and more.

• For effective ob-gyn content marketing, gynecologists must create content that focuses on common, high-prevalence conditions that are relevant to their audiences. For example, menopause management or counseling on fertility.
• Ob-gyn practices must develop actionable guides that empower patients. For example, “10 Effective Tips to Manage Labor and Delivery” or “How to Manage Menstrual Disorders in Just 5 Ways”
• With 80% of Internet users looking up healthcare services online, a lot of them come across various misinformation. To beat this, ob-gyn practices must develop content that busts common myths related to women’s health. This can immensely help build trust.
• Incorporating patient testimonials with proper consent from the patients can help create case studies that offer hope and showcase the real impact of your work.
• By developing behind-the-scenes videos, blog posts written by experts, or engaging Q&A sessions, ob-gyn practices can not only build trust but also ensure approachability.
• Ob-Gyn specialists must make sure to create content on topics that match their target demographic. Parents (Pediatrics) are interested in developmental milestones, while older people (geriatrics) may focus on managing chronic conditions.
• Leveraging short-form videos such as TikTok and Instagram Reels can help clearly explain specific ob-gyn procedures or share valuable tips. This is because they are more engaging than long paragraphs.
• Ob-gyn practices must create visually compelling infographics to break down complicated concepts, such as the steps to a hysterectomy, into easy and compelling graphics.
  

4. Develop Visual Infographics for your OB-GYN Content Marketing

The healthcare industry is flooded with complex terms and facts. Not only that, but it is often written in a way that is very difficult for the general public to understand.

Nowadays, people are always on the go. So, individuals would prefer consuming content in the form of a visual rather than spending time reading huge chunks of paragraphs.

How can ob-gynaecology practices ensure that their content is attracting the attention of their patients? By incorporating compelling infographics into their content marketing strategy.

Infographics are basically a type of graphics that represent crucial data and information in a way that can be easily understood by the general public. It is a collection of information and data, but in a visual format. Infographics are great for breaking down complex medical topics into easily digestible concepts.

How Obstetrics and Gynecology Practices Can Create Engaging Infographics for Effective Content Marketing?

Let’s take a quick look at how OB-GYN practices can develop interesting infographics for their practice:

• Focus on Patient Needs: Directly address common patient queries, health-related concerns, or preventive care tips. For example, “Step-by-Step Guide to Deal with Immense Pelvic Pain”
• Keep it Simple: Discuss one major issue per infographic in order to avoid them from appearing cluttered and maintain the interest of the patients.
• Leverage Data-Driven Content: Support all the claims in the infographic with scientific and relevant facts from reliable sources to build trust.
• Tell a Visual Story: Collect information in a logical flow. For example, make use of arrows to take the user through a comprehensive process of a lifeline.
• Focus on Readability: Avoid using short, dense texts. Rather, ob-gyn specialists must use large, bold, and simple fonts.
• Limit the Usage of Too Many Design Elements: Rather than using too many bright colours and implementing unnecessary elements, ob-gyn practices must stick to 3-5 complementary colours in order to avoid their infographics from looking chaotic or cluttered.
• Implement User-Friendly Tools: Ob-gyn practices can incorporate tools like Canva, Piktochart, and Visme, which feature specialized healthcare templates.
• Subtle Branding: Include the practice logo and name, but make sure not to make them the main focus. The information you provide in your infographic must be the star.
• Include a Relevant Call-to-Action (CTA): End the infographic with a clear next step, such as visiting your ob-gyn website to read a relevant blog or schedule appointments.
  

5. Create Comprehensive Guides and Ebooks

Developing comprehensive “How to” guides and ebooks is a crucial aspect of effective ob-gyn content marketing. Through this content marketing strategy, ob-gyn practices can build brand authority, foster deep trust among audiences, and generate high-quality leads.

Unlike short-form content, these resources offer in-depth information on various ob-gyn procedures, allowing practices to thoroughly address complex problems and position your practice as an expert in the industry.

Here is a complete guide on how OB-GYN practices can create detailed guides and ebooks for patients:

1. Determine What your Patients Need: Consider identifying what your patients need to know or what they are looking for, rather than just what is “nice to know.” Common gaps include understanding treatment options, gynaecological ailments, or prenatal care routines.
2. Personalise for the Audience: Ensure all your materials reflect the target audience’s cultural background, age, and language proficiency.
3. Define Major Topics:

1. Obstetrics: Pregnancy milestones, postpartum recovery, and genetic screening.

2. Gynecology: Topics like annual wellness exams, awareness of STIs, contraceptive methods, and dealing with conditions like abnormal urine bleeding.

• Include Clinical Staff: Leverage expertise from doctors, midwives, and nurses to guarantee evidence-based content.
• Use Simple Language: Healthcare is filled with medical jargon. When creating comprehensive guides and ebooks, OB-GYN practices must use plain language.
• Aim for 6th-8th Grade Reading Level: Ob-gyn specialists must make sure that the content of their guides and ebooks is easy to comprehend for a diverse audience.
• Include Real-Life Examples: When developing comprehensive “How to” guides and ebooks, ob-gyn specialists must leverage patient stories or FAQs to make sure the information they are providing resonates perfectly with patients both emotionally and functionally.
• Add Visuals: Visuals are one of the most important aspects of a comprehensive guide and ebooks. Leverage infographics, diagrams, and clear illustrations to clarify complicated healthcare concepts and break them down into more digestible topics.
• Guarantee Accessibility: Ob-gyn practices must adjust font size, make use of high-contrast colours, and make sure the format of your guide is easily readable on both desktop and mobile devices.
• Focus on Safety Info: Stress on when a patient should call an ob-gyn specialist, covering emergency signs and pre-appointed instructions.

By following these steps, ob-gyn practices can create empowering materials that foster trust, offer valuable information on women’s health, and enhance clinical outcomes.

6. Start a Podcast on Your Niche

Podcasts are really in trend nowadays. Do you know that there are more than 619.2 million podcast listeners worldwide? Podcasts are not only very convenient to listen to, but they also offer a great platform to transform one type of content into various types.

But before starting your medical podcast, ob-gyn specialists must identify who they are trying to reach with their podcasts.

If you are planning to start a podcast on the ob-gyn niche, here are a few tips you must follow:

• Define your Niche: Rather than going for broader topics, focus on a specific area. For example, “maternal-fetal medicine” or “gynecologic oncology.”
• Determine your Target Audience: Now that you have decided on a topic, focus on identifying who this topic will benefit or who you want to reach with this topic. For example, if your podcast niche is maternal-fetal medicine, then your target audience must be pregnant people or couples who are planning to have a baby.
• Focus on the Quality of Audio: When doing a podcast, make sure to use a dedicated USB microphone to ensure clear audio. This is because good sound is a must to ensure listener retention.
• Emphasize Value-Driven Content: To ensure efficient ob-gyn content marketing, they must develop content that serves the listener. Such as content like explaining complex obstetrics and gynecological procedures, sharing clinical expertise, or offering career advice to budding ob-gyn specialists.
• Ensure Regulatory Compliance: Make sure to create a content calendar and stick to a regular release schedule. By adopting a “seasonal” approach, ob-gyn practices can make their workload more manageable.
• Use Expert Guests: You can invite industry leaders or fellow ob-gyn specialists to your podcast to build credibility and bring unique perspectives to your audience.
• Promote your Show: Successfully promote your podcast on various social media platforms, and consider using engaging visuals like photos of guests to boost engagement.
• Keep it Engaging: Make sure to focus your episodes on bringing value, avoiding too lengthy and rambling episodes.
  

7. Consider Video Content Creation to Connect with Patients Effectively

With 91% of businesses using video as a marketing tool, not considering video creation for your ob-gyn practice means missing out on a handful of patients. Why? Because patients are likely to engage better with video content rather than written content.

But in the diverse healthcare sector, it is quite normal to get overwhelmed by what type of video content your target audiences will find interesting and engage with the most.

So, here’s a step-by-step guide on how OB-GYN practices can create video content that truly resonates with their audience:

• Focus on Education, Over Promotion: Rather than focusing on marketing, ob-gyn practices must focus on creating video content that educates. For example, clearly explaining birth control options or parental care tips for new or would-be mothers.
• Humanize the Practice: Introduce the doctors and staff of your clinic through videos by filming the day-to-day life at your clinic. These types of videos can help patients feel connected and at ease before their visit.
• Implement Storytelling: Ob-Gyn practices must make use of patient testimonials in order to share real-life experiences. This can help establish credibility and social proof.
• Break Down Complex Information: Make use of animations or “whiteboard” style videos to clearly explain complex gynecology procedures such as laparoscopy, making them easier to understand and less intimidating.
• Create Virtual Office Tours: Show the clinic’s environment and technology to make patients more comfortable before their actual visit.
• Be Authentic and Relatable: Videos that are over-produced might feel less personal. A genuine, slightly unpolished video showing a patient sharing their experience with your ob-gyn clinic often builds more trust than the scripted ones.

Compelling Video Topics for OB-GYN Specialists

• Parental/Postnatal Care: Helpful tips for a healthy pregnancy, newborn care basics, and postpartum surgery.
• Women’s Health Conditions: Explainer videos like endometriosis, pelvic pain, abnormal bleeding, and PCOS.
• Debunking “Myths” on Women’s Health: Clarifying common misconceptions regarding menstruation, infertility, and contraception.
• “What to Expect” Series: Videos that clearly convey what a first visit to your ob-gyn clinic would look like, what happens in a routine checkup, or how to prepare for labor can be very effective for engaging more prospective patients.
• Live “Q&A” Sessions: Addressing patient queries in real-time on social media platforms can build a sense of community engagement.
  

8. Optimize your Content for Search Engine Optimization

Often ignored by numerous healthcare practices, optimizing content for search engines is crucial for effective ob-gyn content marketing. By optimizing content for search engines, ob-gyn practices can boost the chances of their target audience finding their practice when they are searching for relevant information, services, or treatments online.

This section of the blog will walk you through a step-by-step process to optimize your content to rank in a prominent position in the search engines:

a. Research Relevant Keywords and Phrases

Keywords or phrases are the terms that are usually typed into search engines by users when they are looking for specific information. In order to successfully optimize content for SEO, ob-gyn specialists must first determine the most relevant phrases that their target audiences are likely to use.

How can they do this? By implementing tools like Keyword Planner, Moz, Google Ads, or Ahref’s Keyword Explorer. These tools can help gynaecologists to find popular and relevant search terms that are relevant to their niche.

b. Develop Exceptional and Relevant Content

After you are done identifying the right keywords to be implemented in your content, the next step is to write content that is not only valuable but also engaging and relevant to the readers. When developing content, make sure to incorporate effective keywords organically into the content, but without overusing them.

Search engines often prioritise high-quality content that offers value to readers. So, ob-gyn specialists must focus on creating content that is not just well-written but also contains relevant phrases that you are targeting.

c. Implement Meta Tags and URL Structures

Meta tags are basically short descriptions of a webpage’s content that allow search engines to better understand what a specific page is about. It is very important to incorporate the primary keyword in your meta titles and descriptions.

This will help search engines to index your content successfully and boost the chances of your page appearing in a prominent position in the search results. 

When optimizing content for search engines, ob-gyn practices must make sure that their URL structure is clean, descriptive, and easy to read.

d. Leverage Headings and Subheadings

Search engines use headings and subheadings to clearly understand the structure and hierarchy of your content. By using relevant headings and subheadings logically and systematically, ob-gyn specialists can make it easier for search engines to crawl and index their content.

Make sure to include relevant keywords in your headings and subheadings to ensure your content ranks higher in the search engines.

e. Link your Content to Authoritative Sources

Link building is essential for effective SEO. These links act as “votes of confidence” and are often taken into consideration by major search engines like Google when ranking a website. By linking to relevant and reliable resources, ob-gyn practices can indicate to search engines that their content is well-researched and authoritative.

So, in order to achieve more of these links, gynecology practices must link to trustworthy sources that are relevant to their audiences and content. Furthermore, ensure all links function properly and direct readers to the correct destination.

f. Track and Analyze SEO Results

To make sure your SEO strategy stays effective, it is crucial to monitor and analyze the outcomes over time. Leverage tools like Google Search Console, Google Analytics, or other SEO tools to monitor how your content is performing in the search engine.

Look for patterns and latest trends, and refine your strategies based on that. This will help obstetrics and gynecology practices to determine which of their efforts are actually working and which areas need improvement.

9. Create an Engaging and Consistent Content Calendar

Planning ahead can help ob-gyn practices stay consistent. Creating a strategic content calendar is a very important strategy of ob-gyn content marketing as it ensures that your topic perfectly aligns with promotions, special events, and the specific needs of your patients. 

Let’s take a look at some of the major elements your content calendar must include: 

• Weekly Social Media Posts 
• Special Events
• Monthly Blog Posts
• Email Marketing Campaigns Every Three Months

How can OB-GYN Specialists Develop a Strategic Content Calendar?

1. Define Clear Goals and Audience Personas 

Set clear objectives such as increasing patient consultation, educating them on specific areas, and enhancing brand visibility. Develop individual audience personas that represent different patients, such as expectant moms or teens seeking initial menstrual counseling to personalize content to the specific needs and pain points of audiences. 

2. Conduct a Thorough Content Audit

Thoroughly review your existing website in order to identify gaps, outdated information, and high-performance posts that can be repurposed. 

3. Choose Content Channels and Formats

OB-GYN practices select channels where your target patients are the most active, such as Instagram, Facebook, and LinkedIn. A combination of content formats guarantees higher engagement rates, including blog posts, infographics, and short videos. 

4. Brainstorm Themes and Topics

Make sure to incorporate relevant, high-volume keywords in your content that can be identified through tools like Google Keyword Planner in order to enhance SEO. Examples include “Parental Care Tips” and “When to Seek a Gynecologist.” 

5. Use Seasonal and Health Observances

OB-GYN specialists must map out the year on the basis of national women’s and children’s health observances, such as Breast Cancer Awareness Month, Women’s Day or Mother’s Day. 

6. Select and Map the Calendar Template

You can make use of a master spreadsheet or project management platforms like Trello to plan, colour code, and assign roles for effective content creation and approval. Major details to include are format, target persona, topic, CTA, keywords, and publish date. 

7. Create Evergreen Content

OB-GYN practices must maintain a library of evergreen content, such as FAQs, procedure explanations, and general health tips that remain relevant over time, to guarantee a consistent posting schedule during quieter periods. 

8. Guarantee Compliance and Accuracy

All content must be reviewed by qualified gynecology professionals to ensure accuracy and strictly adhere to HIPAA and ethical standards. 

10. Distribute your Content Across Various Platforms

Be where your audiences are. For effective OB-GYN content marketing, it is crucial to promote your content across platforms where your audience is the most active. 

Best Content Distribution Strategies Across Different Platforms

• Content Repurposing: Ob-gyn practices must transform long-term content into smaller and easily digestible pieces, such as turning a webinar into a bite-sized video, infographics, or blog posts, which boosts resources and reach. 
• Platform-Specific Personalization: Personalize content to match the unique language of each platform. For example, leverage LinkedIn for establishing thought leadership, Instagram to share engaging and visually appealing content, and X to share real-time updates.
• Owned Vs Earned Vs Paid Channels:

1. Owned: Your website, blog, and email newsletters

2. Earned: Social shares, PR coverage, and guest posts 

3. Paid: Social media ads, influencer partnerships, and search engine marketing

• Strategic Timing and Scheduling: Make sure your publishing calendar perfectly aligns with when your target audience is the most active on specific channels to achieve the most engagement. 
• Performance Analysis: Ob-gyn doctors can leverage tools like Google Analytics to monitor KPIs such as engagement rates and visitor behaviour. This can help refine your content marketing strategy and focus on the most effective channels. 

How to Measure the Effectiveness of your Content Marketing Efforts: Major KPIs to Track 

Bounce Rate	This is the percentage of visitors who are leaving your site after viewing just a single page. A higher bounce rate signifies that your content is not meeting the expectations of your audience.
Social Media Engagement Rate	This metric on social media is the percentage of people who are engaging with your social content relative to the number of followers you have.
Unique PageViews	Unique Pageviews is the measurement of how often your content is being interacted with. An increase in unique page views often means audiences are finding your new content engaging.
Return Visitors	This metric is the number of visitors who come back to your site.  This metric shows whether or not your content keeps people coming back for more.
Organic Traffic	Organic traffic refers to tracking the number of visitors who are coming to your content through unpaid search results.
Conversion Rate	This is the percentage of visitors who complete a desired action. Such as downloading an ebook or scheduling an appointment.
Click Through Rate (CTR)	Click-through rate is the measurement that allows you to know how your keywords and meta descriptions are getting people to click on your content. Your content marketing efforts will not succeed if no one can find it.

Content Marketing Mistakes that Gynaecology Practices Must Watch Out For

In 2026, gynecology practices face a very competitive, tech-driven landscape where privacy, patient trust, and convenience are non-negotiable. 

So, here are some content marketing mistakes that gynecology practices must consider: 

1. Focusing on Quantity Over Quality

Nowadays, search engines are heavily focusing on user intent, AI signals, and creating high-quality, relevant content, more crucial than sheer volume. 

The Mistake: Publishing multiple, generic blog posts or social media updates just to “keep up” with the posting schedule. 

The Solution: OB-GYN specialists must create reliable, in-depth content that clearly addresses specific patient concerns, such as menopause or endometriosis management, to foster trust. 

2. Ignoring Video Content in 2026

Video has become one of the most crucial assets for healthcare communication. In fact, 93% of businesses have agreed that video is a vital part of their marketing strategy. 

The Mistake: This is one of the major OB-GYN content marketing mistakes that must be avoided. Relying solely on text-based content, such as blog posts or static images.

The Solution: Ob-gyn practices must leverage short-form videos such as TikTok and Instagram Reels for doctors’ introductions, patient testimonials, and clinical tours. 

3. Not Considering Voice Search Optimization

Today’s patients use conversational language in voice queries when they make a search through voice assistants, which is very different from typed searches. 

For example, when using voice assistants, users are most likely to say, “Hey Alexa, where is the nearest gynecologist?” 

The Mistake: Failing to optimize for long-tail queries such as “How long is postpartum bleeding supposed to last?” or ignoring to claim and optimize your Google Business Profile. 

The Solution: By implementing FAQ sections on your gynecology website and using relevant schema markup to earn featured snippets, which voice assistants often use, ob-gyn specialists can ensure their content gets fetched by voice assistants like Gemini, Alexa or Siri. 

4. Failing to Create Personalized Content

Patients often seek empathy and tailored information, especially when they are dealing with sensitive health issues like menopause or infertility. 

The Mistake: One of the major mistakes of content marketing is using a one-size-fits-all approach and creating generic blog posts, email newsletters, and social media.  

The Solution: Personalization is non-negotiable, especially in a sensitive sector like healthcare. Ob-gyn practices must segment email marketing based on the specific patient need and use informative content that directly answers “why” and “is this normal” queries. 

5. Creating Content that is Too Salesy

Overly promotional content can feel impersonal or untrustworthy in the medical field. 

The Mistake: Flooding patients’ inboxes with “Book Now” without offering real value. 

The Solution: Gynecologists must emphasize on creating informative content for myth-busting, clearly exploring procedures, and sharing wellness tips. The aim is to educate and empower, and not just to sell. 

6. Not Updating or Reframing Old Content

Outdated medical information, old appointment booking links, or outdated doctor bios can not only fade trust but also lower your rankings in the search engine results. 

The Mistake: Leaving service descriptions or blog posts on websites for years without revamping them. 

The Solution: OB-GYN practices must regularly review and update their old content to align with new, high-quality standards and make sure all the information provided is current. 

FAQs 

Conclusion

A clear, effective, and empathetic ob-gyn content marketing strategy is one of the most powerful tools for growing your gynecology practice. It can immensely help build trust, successfully connect with the community, and confidently share the unique voice of your practice. 

By considering the best content marketing practices mentioned above, ob-gyn specialists can not only strengthen their online visibility but also help them reach and educate the right audiences. In case you are just starting out and still feel confused, you can perhaps partner with a content marketing expert.