In the realm of digital marketing, one undeniable truth stands out: content holds a position of paramount importance. This year, industry experts have predicted that the content marketing sector will soar to a staggering value of $412 billion. Remarkably, as many as 84% of companies, including dentists, have already embraced content marketing strategies.
Businesses and practices that utilize blogs to market their products and services have witnessed a remarkable 13-fold increase in their Return on Investment (ROI) compared to those neglecting blogging. Moreover, incorporating videos into content marketing can lead to an impressive 80% surge in new patient leads when integrated into landing pages.
The question arises: what constitutes quality content? Although quality is subjective to some extent, there exists a common approach to crafting content that delivers the valuable information sought by your patients.
- Creating a Strategy
An impressive 77% of companies acknowledge the importance of having a content marketing strategy, and rightfully so. Every successful endeavor, whether marketing-related or not, thrives on a well-thought-out plan. To formulate your strategy, you must address two fundamental questions.
Identifying Your Target Audience
Beyond just considering the demographics of your audience, it is crucial to understand their specific needs and concerns. As a dental practice, you might specialize in a particular field of dentistry, cater to a specific type of patient, or provide services for anyone in need of oral care. Whatever your focus, it’s essential to delve into your patients’ common concerns and questions. This valuable insight will guide the content you should create.
Think about the kind of information that will be most helpful to your readers. Consider the tone and style that resonates best with them. Additionally, determine the most suitable platform (Facebook, Instagram, YouTube, etc.) where your target audience is likely to consume this content. Once you have a clear understanding of the “who,” you can then proceed to figure out the “how.”
Ensuring Content Discoverability
A common lament we often hear is from clients who put significant effort into creating their own content but fail to attract readership. They invest weeks in crafting an article, even when they are pressed for time, only to find that no one reads what they’ve written.
To avoid such heartbreak, it’s crucial to consider how your customers will discover your content. An impressive 75% of the population seeks healthcare providers, including dentists, through search engines. Therefore, search engine optimization (SEO) and understanding search intent become vital aspects of your planning process.
SEO, though a simple concept, can be challenging to execute effectively. The key is to anticipate what search terms or phrases someone seeking your content might enter into Google. Will they frame their search as a question? Are they likely to perform a local search to find services in their immediate area? Since dental services are often sought locally and through questions, optimize your content accordingly, enabling patients in need of your information to easily find it.
- Embrace Creativity
When people hear about content marketing, their minds often jump to blogs and articles. However, content marketing encompasses so much more! While blogging remains a popular form of content, it’s just one aspect of a vast array of possibilities.
Craft a comprehensive plan that incorporates diverse mediums, such as videos (which are especially well-received), podcasts, webinars, blogs, interviews, white papers, guides, and even eBooks. Content marketing offers practically limitless opportunities for creativity and expression!
To make your content more appealing, incorporate engaging and eye-catching images and graphics. Remarkably, around 34% of bloggers report achieving better results when they include videos in their posts. Moreover, consider leveraging the power of list-form articles (listicles), as they tend to be shared twice as much as typical blog posts (for instance, “10 ways to improve your dental health”).
Diversifying your content and injecting creativity into your marketing efforts can significantly enhance your reach and impact.
- Conduct Original Research
When crafting new content, avoid simply rehashing topics you’ve come across in other articles and videos. Such regurgitated content often lacks authenticity, and both your patients and search engines like Google can sense this. It’s essential to avoid appearing desperate to churn out something, anything, without providing valuable new insights. In fact, a substantial 86% of people consider authenticity a critical factor when deciding which businesses to support.
Instead, invest time in conducting your research on the topic you brainstormed during the initial planning stage. Devote as much time to research as you do to writing the article itself. Remarkably, 32% of top-performing bloggers believe that original research and robust findings are directly linked to their success.
By offering unique and valuable information, backed by your original research, you’ll establish credibility and build trust with your audience. Authenticity and originality are powerful assets that can set you apart and attract more meaningful engagement with your content.
- Embrace Honesty
In content marketing, building trust is of utmost importance, and this holds especially true in dentistry, where trust plays a pivotal role. Engaging with your patients through content marketing allows them to see a different facet of your practice, fostering a stronger inclination to believe in what you assert. Remarkably, four out of five consumers state that they need to trust a brand before they consider becoming a customer.
Conducting thorough research naturally aligns with honesty since it compels you to substantiate what you share with credible evidence. As you develop your content marketing strategy, there might be a temptation to oversell your practice, but it’s crucial to resist that urge.
Approximately one in three people emphasize accuracy as a fundamental aspect of quality content, while an impressive 66% of individuals value transparency as an attractive brand quality. By being honest, transparent, and providing accurate information, you establish a strong foundation of trust with your audience. This trust can significantly enhance your credibility, strengthen your brand reputation, and foster long-term relationships with your patients.
- Rejuvenate Your Old Content
Visualize your content’s life cycle as a continuous circle. Just as you reach the pinnacle of creating new content, you must keep the momentum going by revisiting and enhancing your existing work. While this process may seem tedious, updating old blog posts can yield remarkable results, leading to a staggering 106% increase in page traffic. Many businesses have recognized the value of this approach, with 51% of companies affirming that updating old content is a proven and efficient method to boost web traffic.
If you require assistance with your practice’s content marketing strategy, don’t hesitate to reach out to Muniwar Technologies today. Get in touch at +91 88822 66111 to kickstart your content marketing journey.
