Content Creation & Curation

Great content begins with understanding who you’re speaking to. Tailor your posts to reflect your audience’s interests, the challenges you can help them solve, and how they engage online.

• Use audience insights and analytics to guide strategy
• Speak in a voice that resonates—empathetic, helpful, and clear
• Align content with common behaviors across platforms
• Keep messaging relevant to current needs and trends

As users scroll at lightning speed, compelling visuals are what make them pause. Eye-catching content boosts visibility, strengthens storytelling, and drives engagement.

• Prioritize high-resolution images that evoke emotion or curiosity
• Use bold graphics to highlight key messages and reinforce brand identity
• Incorporate short, snappy videos to convey more in less time
• Maintain visual consistency across platforms to build recognition

Online audiences skim so make every word count. Clear, concise posts grab attention and are easier to digest and share.

• Lead with your key message
• Trim unnecessary words and jargon
• Use punchy headlines and snappy captions
• Break up long blocks of text with spacing or visuals

Trending content boosts visibility—but it works best when it feels natural and aligned with our brand’s voice.

• Leverage popular audios, hashtags, and meme formats that match your mission
• Tap into timely conversations or cultural moments relevant to your audience
• Adapt trends to reflect AdventHealth’s tone—positive, hopeful, and authentic
• Avoid fads that may conflict with brand values or feel forced

Trend Fit Checklist Before jumping on a trending moment, ask yourself:

• Does this trend align with our brand’s tone and mission?
• Will it resonate with our audience’s values and interests?
• Can it be adapted to feel authentic—not forced or gimmicky?
• Are we avoiding sensitive, divisive, or potentially inappropriate content?
• Does the format work across our key platforms (Instagram, Facebook, LinkedIn)?
• Can we tie it back to a meaningful message, story, or offering from AdventHealth?

Engagement builds relationships and strengthens your community. Spark meaningful conversations and invite users to contribute directly.

• Ask thoughtful questions that tap into personal experience or opinion
• Run polls or quizzes to learn more about audience preferences
• Feature user-generated content like photos, stories, or reviews
• Respond to comments and messages to show genuine interest
• Create interactive formats like “This or That” or “Caption This” challenges

Storytelling brings your brand to life. By sharing real moments and experiences, you create authenticity, deepen emotional connection, and humanize your message.

• Highlight behind-the-scenes glimpses of your teams, spaces, or culture
• Share success stories that reflect your impact and mission
• Post patient or team member testimonials with consent and care
• Use relatable narratives to inspire and build trust
• Weave stories into multi-post campaigns or video spotlights for greater reach

Content with purpose needs direction. Encourage followers to take the next step—whether it’s engaging with a post or exploring a service.

• End captions with specific actions like “Learn more,” “Comment below,” or “Tag a friend.”
• Use clear language that sparks curiosity or offers value
• Make actions easy and accessible—direct links, buttons, or swipe-ups
• Match your CTA to the goal: engagement, clicks, conversions, or awareness
• Avoid vague prompts—be intentional and audience-focused