Content marketing has become one of the most effective tactics for increasing your medical or dental practices online visibility. This strategy is a lot different from the old school SEO way of doing things. Content marketing is all about answering questions and providing information. When you consistently show Google you are dedicated to adding value to the Internet, you will be rewarded with top rankings.
When you think about it, SEO was based around trying to trick Google and the other search engines. Content marketing is focused on the user. The whole purpose of creating great content is to educate potential customers and hopefully build your credibility. When your focus shifts from the search engine to the user, great things will happen.
There’s no question content marketing should be the core part of your digital marketing efforts. If you don’t have a lot of experience with this tactic, you’re probably wondering how to get started. Below, we’ll cover the 3 essential steps you should follow for implementing your first content marketing campaign.
1. Define The Buyer Personas
Understanding the demographic you’re trying to target is the first step to getting started with content marketing. This will help you create blog posts and other collateral that catches their eye and brings them to your site.
Defining your buyer personas starts with identifying anything that’s truly unique about these groups of people. Below are a few questions you can ask yourself that should help you start to create the different personas.
- Is there certain jargon they use when talking about your industry?
- Are there any social media sites they tend to frequent?
- Do they live in a certain geographical location you could target?
- What calls to action would they find most compelling?
We recommend going through this exercise of asking questions to try to carve out 3 or 4 different groups. As we build our marking collateral in the future, each piece will target one of the different personas.
2. Create a Content Calendar
Adding new, fresh content to your website on a regular basis is the most important thing you can do to improve its organic placement. At a bare minimum, you should be adding a new post to your blog on a weekly basis. In a perfect world, you would have the time and resources to make a contribution on a daily basis.
In order to make sure you don’t fall behind with your content marketing goals, we recommend coming up with a calendar. It should be organized to specify the headline you are going to use for the post, call to action, and targeted persona. We recommend building your calendars in 3 or 6 months blocks. That will ensure you work all of the different keywords you are trying to target into the posts and have a good balance of content.
If you are going to be outsourcing some of the posts, having a calendar is also extremely helpful. This gives you the ability to steer your writers in the direction you want them to take with subject matter. It’s also highly recommended to share your posts on social media. Adding a little checkbox the author can mark when the content is finished and shared will make sure this step is never skipped.
3. Don’t Forget The Long-Tail
Everyone wants to get top rankings for the core keywords with a ton of search volume, but don’t forget about the value of the long-tail. Content marketing is the perfect chance to create pages that ranking for “question answering” phrases. I’ll give you an example of what I’m talking about. The post you are reading right now will never rank for terms like “Content Marketing”. However, there’s a good chance it will ranking for phrases like “How Dentists Can Use Content Marketing”.
The thing you need to remember is the longer the search phrase, the more qualified the traffic. Maybe each of your blog posts will only drive 2 or 3 new visitors a month. That’s not a lot on it’s own, but when you have 100 different pages, the traffic starts to add up.
When you’re planning your content marketing calendar, be sure to think about the questions each post can answer. Think about the phrases users would type into Google when looking for the content. If you have this mindset when building your content plan, your posts will become a huge asset to your site.
High quality content marketing is really the gold standard of a premium dental marketing firm. Rather than depending on an outside agency to do the work for your practice, why don’t give it a try yourself. If you follow our recommendations of defining the personas, creating the calendar, and focusing on the long-tail, you will be one step closer to success.