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Do You Have a Strategy for Your Content Marketing?

Your Content Marketing Strategy May be Failing Because of This: No Strategy!

Many doctors and health professionals are frustrated.  They put in the time to add fresh content but it does’t seem to bring the effect they are looking for.  Whether it is to retain current patients, attract prospective patients and grow their practice, or sell a book they authored, their content marketing doesn’t seem to show any effect.

Why would this be?  On one hand, you are following the techniques that big business uses with their content marketing, but it doesn’t give the same effect.  In a nutshell, it is because there is no effective strategy.  Do you have a plan?

 

A mere 9% of B2B marketers perceive their organization’s content marketing as effective according to the CMI’s industry survey.

 

Key data from CMI’s survey shows:

CMI-Survey-B2C-Marketers-Marketin-Strategy

Strategy

The Team

Content marketing in medical practices take a team to carry forward.  Assign staff to do posts in topics that they are intimately involved in on a routine basis and assign a day in the week or calendar month when they are responsible for it.  You can’t be expected to take care of all the content marketing for your practice but like anything else in medicine these days, if it’s not written down, it doesn’t exist.  Don’t expect everyone to read your mind or be consistent unless it is written in a content calendar.Content marketing is a method that takes a team to carry forward. If the organization’s individuals are holding some nebulous strategy in their minds, that’s not really a strategy at all. That’s just some thoughts on content marketing.

Types of Content Marketing

Types-of-content

  • Lists
  • Videos
  • Webinars
  • How-tos
  • Polls
  • Infographics
  • Case studies
  • Guides
  • PDF downloads
  • Reviews
  • Interviews
  • Podcasts
  • Tutorials
  • White papers
  • Research

Everyone loves lists.  Think of 5 best ways to…. or 7 types of…..3 steps to…  Most things that you do can be broken down into lists for your reader. The thing is, each of these types of content affect people in different ways and as such, practices can create several in their content strategy.

 

Diversify-content-types

As the image points out, diversify your content.  This keeps it fresh and interesting with viewers returning to see what you’ve just produced. The key is keeping it relevant to your services and the reader.  What does your prospective patient want to read.  Remember, the information is to engage and inform.

Measure ROI

Use analytical tools to show which content is getting the most traction and then concentrate on those.

Scott Severson  tracked specific keyword data to demonstrate content marketing efficacy. He measured performance based on SEO-click value.

Measuring-ROI-based-on-AdWords-Equivalency

 

Measurment-dollars-based-SEO-click-value

Of course, there are other ways to measure ROI and effectiveness. Stick to the parameters that you’e chosen. Set goals and finish the projects when the goals are met.

Need additional help with your content?  

 

Check out  Content Copy Made Easy on Amazon at:

https://www.amazon.com/s/ref=nb_sb_noss?url=search-alias%3Dstripbooks&field-keywords=content+copy+made+easy

 

 

 

 

Create Content that is Ten-Times better than Your Competition

Rand Fishkin posted an article last year for Moz. In a blog article he recommended that content marketers concentrate on creating content that’s ten times better than content already published by their competitors.

Bear in mind that unique, quality content is great for:

Content Marketing for Your Medical Practice- it goes a long way!

Most doctors spend the majority of  time with their patients asking a standard set of questions and recording the answers into electronic health records on their computers rather than getting to the deeper issues troubling these patients.

This situation prevents the patient from engaging  in a more meaningful way. Not only that but  most patients either remember it wrong or completely forget what was said in these encounters.

By creating content that answers the most common questions and entering it on the website, in the patient portal, and in an email before the patient ever arrives, face time with the patients can be optimized.  The staff can provide better service when the answers to frequently asked questions can be accessed on the website. Patients can also ask questions on the portal while letting the doctor know that this is what they want to discuss at a specific date and time scheduled so that the doctor can provide this information more effectively.

Patients are looking for doctors and healthcare organizations to provide the right content before they ever walk in the door so they can have a visit that is personal.

 

To help optimize your practice’s time with patients, make sure you incorporate the following:

  • Have a robust FAQ that allows patients to find answers to common questions 24/7
  • Supply the content across platforms/portals that your patients are accessing, such as your practice’s website, the patient portal, and any applicable social media sites.
  • Engage the patient and caregivers before the appointment with a clear idea of what to expect.
  • Encourage patients to post any articles they have found which they feel may pertain to them that they want to discuss.  This discourages bringing the articles with them to the office where you may not have time to review it properly. This action also validates the patient.
  • Make the information relevant to the prospective patient coming to your office and make it captivating.  Discover what your patient finds interesting.
  • Check out your analytics and run A/B split tests to see what kinds of content is more well received and interesting to your patients.  This style of content creation allows your practice to refine and improve materials to get them closer to the goal: Making marketing more personal.

It may seem like a lot duplicated effort to have the same materials going in multiple digital spaces, but when it comes to keeping up with the marketing best practices in 2016, consistency and personalization are going to be key.

Be consistent in all areas where your content is posted from the website to the waiting room.  This way, when a patient is ready to select your practice as their provider, or they are checking out your practice after a referral, all of the assets are in place to let them know they’re in good hands and they’re going to receive the best care possible.

Share your experiences in the comment box below.

Does Content Marketing Work in Medicine? (What Content Do Your Patients Want?)

What is Content Marketing Actually?

Patients are being blasted these days by online medical information. They try to self-diagnose their symptoms by referring to WebMD, Mayo Clinic and similar sites.
Wouldn’t you like to be the one your patients turn to online to get their health information? When you supply relevant fresh content on your website, blog posts, YouTube, and social media channels, you are perceived as being an authority in your field.  Of course patients want to get treated by the doctor who is an authority and is very knowledgeable in the medical field.

 

Content Marketing Institute explains:

“content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior.”

Providing fresh content consistently updates your website and improves your Google, Yahoo and Bing rankings. The better your search engine rankings, the more likely patients are to find you in an online search. After all, patients are likely only to read you on page one or maybe page 2.  Let’s face it, if you are only on page 15, you might as well not exist online.  Consider producing a page for every condition you treat and every service you offer.

Practice Growth

The more that people find you online and read your content, the more apt they will be to visit your practice. These new patients translate into practice growth but in addition to these prospective patients coming, they become a referral source for you as they recommend your practice to friends and family.

With 80% of Americans searching online for medical information and one out of every five seeking a specific doctor, it’s more crucial than ever for content marketing.

Additional benefits of content marketing:

  • Provides  valuable, helpful information
  • Encourages patients to seek you out for medical information instead of websites.
  • Establishes you as an expert in your field.
  • Increases your Google rankings which means more people are exposed to your practice.
How to Start

It’s not easy to be consistent with content marketing when there are so many other obligations and duties one has each day.  In order to accomplish regular content publishing, create a content calendar which designates the day for the content (rich in keywords for optimization) and whether it will be the physician or staff creating it. The calendar can include social media posts, blog posts, Ezines, email campaigns and other types of content that your patients feel is relevant. Don’t forget to add holidays to the calendar so that you can personalize it with seasonal or holiday wishes.

Google Keyword Planner is a great tool to help you come up with topics that are in sync with your services and that your patients are interested in. Another way to derive content is to think of all the questions patients have asked in your office.  You can write an article or post that answers each one of them since many of your patients would be interested in the same topics or struggling with the same problems. Then when patients ask the same questions, you can refer them to your articles for additional in-depth information.

Scheduling

There is no right answer for how many times that you put out your content.  The answer is how often you can be consistent with it.  If you always put out information on Tuesday, make sure that there is something there when Tuesday rolls around so that you don’t disappoint the readers that come to your site on that day specifically to see the fresh content.  If it’s not there, they will just go elsewhere.

Start out with once each week and increase if the time allows and you become more proficient.

 

Recap

Thirty-five percent of service-related searches online are for health.  If you’re not there,  you can bet that your competing colleagues are. Implementing a content marketing strategy will mean the difference between attracting prospective patients and growing your practice versus losing patients and eventually your practice as it dwindles down and no longer becomes financially viable.

Need help with your content marketing?  Outsource it. The return on investment is worth it! Call 561-325-9664 and we can get you started.

 

Are You Hurling “Content Shock” at Your Fans and Viewers?

 

 

“Content Shock” was coined by  Mark Schaefer, a five-time best-selling author and Professor at Rutgers University two years ago. This phrase denotes the instant when viewers are over saturated with the available content and can not consume anymore of it.

This is even more true today than in the past. According to Quora, there are 2 million blog posts created daily.  THAT’S TWO MILLION BLOGS EACH DAY!!!!

Schaefer controversially wrote that “most content marketing plans are not sustainable strategies.” He points out that “between now and 2020, the amount of information on the web is going to increase by 500%.”

Even now, clients and patients are overwhelmed—and even annoyed—by all of the online content that’s blasted out.

So, how do you cut through the noise and get heard above all your competition?

Blog Strategy – 7 Key Steps

Avoid the Content Shock and get noticed by your prospective patients by:

  1. Making your site attractive

Show your content in a beautiful way by adding images, graphs and videos.  Articles with pictures are shared twice as much as those without them according to Buzzsumo. Viewers will pause at the images to view them- especially if they are detailed as in info graphics with detailed, readable text. Use Canva to produce attractive and useful imagery for the header. Key- never use GIFs.

2. Have a Plan

Create a map for your blogging strategy.  Pick out your valued keywords and write each day on one of them,  Consistently write with SEO but also only provide content that is in sync with your practice and the services that you provide. Consider having the staff contribute blog posts in areas that they are familiar.

3. Write a Captivating and Compelling Headline

According to Upworthy who obsessively testing titles 80% of readers will read the headline but only one in five will continue reading the rest.  Compelling titles can actually generate 500% more page views.

  4. Humanize the Titles

As Jon Morrow instructs-

  • Incite curiosity, but don’t fulfill it (the “curiosity gap” or the “you won’t believe what happened” headline).
  • Exaggeration and hyperbole (the “this is the most epic thing ever” headline).
  • Shock, incite, outrage (the HuffingtonPost school of headline writing).
  • Be unusual (like the headline of this article you’re now reading).
  • Be incredibly useful (e.g., by creating the definitive guide to SEO ranking factors)

For a crash course, check out Jon Morrow’s e-book, Headline Hacks.

5. Expand Readability

If you make your readers bleary-eyed, you will lose them. The eyes need a place to rest when they are scanning so be sure to have “white space” instead of big  content chunks.  In addition:

  • Shorten paragraphs to 2-3 sentences
  • Use bullet points to highlight key concepts or main ideas
  • Add images between large sections
  • Shorten sentences. Read them out loud and if you can’t read the sentence in one breath, it is too long.

  6. Social Media 

Add blog posts into your social media.  Comments from engaged readers will add to additional content down the road but also will add back links to your site.

     7. Promote

There’s no point in having blog posts if no one reads them or knows they are there.  Promote them through:

  • Press Releases
  • Facebook or Twitter ads
  • Guest Posts to promote your blogs to wider audiences
  • Article publishing (with bylines to your website)

HELP

No time to write your blogs consistently?  No worries. Outsource them!  Email Support@CompleteContentPackage for the help that you need.

Is Your Content Marketing Working? Here’s 5 Tips to Use this successfully in Health Marketing

Physicians and healthcare  facilities have entered the health marketing and content marketing late in the game and quite rightly wonder whether there is merit to the type of time and energy they are putting in to strengthen their brand, attract new patients and exert their authority. This thought is being considered in every office and hospital across the country.

Why not be the one who makes use of it successfully and stands out in the crowd?!

An additional benefit is that content marketing is actually less expensive than traditional marketing.  According to DemandMetric “The quality of work does not always correspond to the cash on hand. The difference? Great content trumps the size of a budget every time, and that comes when we blaze new trails, take leaps, and meet our audience where they are.”

To prove the value of content marketing, there are proven statistics that show effective ways to do it.

5 Statistics that Highlight  Successful  Content Marketing

1. Mobile vs. Desktop

Studies show that reading time for content on desktops lag behind mobile by 42% to 51% (from SmartInsights). Providing a consumer-friendly and efficient mobile experience for viewers gives you a leg up on your competitors who are failing to do so. The thing is, having your content creation formatted in a mobile-friendly way is not difficult nor costly.

internet usage

2. Short vs. Long Copy

According to SearchMetrics), the average word count of Google’s top-ranking content is  1,140 – 1,285 words.   SearchMetrics points out that  “the importance of quality, relevant content cannot be understated.”

Long-form content is one way to create engaging informative and relevant  content for your viewers and fans. With all the health information now online, viewers and prospective patients want to arrive at a site that gives the whole picture of the topic they are searching for where all their questions are answered and the topic is covered in depth including the latest breakthrough news. A long-form guide accomplishes this.

3. Importance of Blogging

Unlike just a few years ago, doctors are joining the rest of the public in blogging activities.  Shockingly, there are 2 million blogs posted every day! (according to  MarketingProfs).  Because of this, it is no longer effective to just post anything and everything that comes to mind or what you did socially. In order to get patients to your buy azithromycin nz site and attract prospective readers over your colleagues, you must be relevant.  Not only relevance is important but also the information itself must be in sync with your field and your services. Remember, it may be easy to create content, but to create content that stands out so that you can dominate your blogosphere world, is not easy without effort.  However, putting in the effort will be worth it, bringing in new patients, growing your practice and increasing your revenue.

4. Curate your content

It is not easy to be creative on a consistent basis.  This is where curation comes in.  According to  Curata :

“82% of companies with over 600 marketers, have a specific process in place for repurposing content.”

By repurposing content, you can get the maximum use out of the content that you have already consumed and created. Taking a topic that is trending and writing a long form blog guide will also give you enough information to produce an ebook as a premium or bonus for a call-to-action like signing up for blogs or newsletters (which then enables you to include them into your ever-growing database).  Consider also using it for video marketing, audios, info graphics, white papers and social media.

curata

Curata – www.bit.ly/2015tacticsplanner

5. Social Media Marketing of Your Content

According to the SocialMediaExaminer “68% of business-to-business marketers and business to consumer marketers use blogging in their social media marketing.”  Their studies reveal that this content actually ranked higher than both podcasting and video marketing- Good news for those that are not skilled in creating them.

Content marketing needs relevancy and in-depth information to strengthen you and your practice as a brand. Figure out what your patients want and give it to them- it’s that easy.  After working with patients daily and weekly, you must have a good idea of what problems and questions they are struggling with.  By giving them the solutions to these problems, you will be their hero!

Your next action

If you find that although you would like to get involved in content marketing but it is too time consuming for you to do on a consistent basis, outsource it! Call 561-325-9664 and we can discuss your needs.

 

 

How the Yellow Pages Tagline is Useful to You in Medical Marketing

The Yellow Pages got it right when they said “Reach out and touch someone”.  Who doesn’t associate that tagline with the Yellow Pages. What about “good to the last drop”.  Everyone knows that this is Maxwell House coffee. “Drop, drop, fizz, fizz is readily recognized for Alka Seltzer and this has not been used in marketing for over twenty years.
Most importantly, think of what it means and how it is important in your practice.
Do you have a tagline?  This is a great way for people to remember you and your practice.  What about a mission statement?
Have you filled out your profile on all the social media sites?  This is a great way to brand yourself and it cost nothing to publicize yourself this way.
When it comes to effective medical marketing these days, people want more than mere words.  They want a personalized, meaningful relationship.  They want information that is relevant t them and stated in a captivating and compelling way.  In other words, they want an exchange of ideas.
Content marketing is a great way to achieve this.
What is Content Marketing?

Content Marketing makes a personal connection.

Quality content is king in online strategy. This is because content provides visibility and builds a connection with your prospects. It conveys your story and lets people know who you are.

While messages may be easily forgotten, stories connect with us and live on. They connect you to your unique and valued position.

Content marketing:

  • Supplies solutions to people looking for answers to specific needs
  • Converts leads
  • Entices viewers to take action
  • Sets you apart from your competitors
  • Enhances your influence and reach to a greater audience
  • Strengthens links between you and your chosen keywords
  • Nurtures leads

Solving problems touches the heart of your target market.

Need to know how to implement content marketing for your practice?  Check out Content Copy Made Easy at

https://www.amazon.com/Content-Copy-Made-Easy-Increase-ebook/dp/B01AQU856Y/ref=sr_1_1?ie=UTF8&qid=1480698768&sr=8-1&keywords=Content+copy+made+easy

How to use Content Marketing to Grow your Practice

 

People don’t get news the way they used to.  The popularity of Trump and Obama tweets are proof of that.  Prospective patients  can subscribe to their favorite print newspaper, or magazine or trade journal which then lies on the coffee table unopened. But they still get their information, accurate or not.

Consumers  have transitioned to social media networks or digital media outlets to get their news, which has totally changed the environment for both media and business. Now, more than ever, it’s important for businesses to pay attention to PR and generating news about your practice. So, how do you maximize the article your favorite media outlets have just published about your practice or health facility?

The solution…reuse it for content marketing.

The Content Marketing Institute points out from their studies that 88% of Business-to-Business and 76% of Business-to-Consumer organizations are using content marketing as a linchpin of their online marketing strategy. For you, this translates to patients, prospective patients and professional relationships that you can leverage for referrals.

What is content marketing?

According to Content Marketing Institute:

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.”

Quite simply, people want to be educated, engaged and entertained when it comes to getting their information.

How can you implement content marketing for your practice?

Content marketing strategies:

  • Create a news tab on your site and update this section as soon as an article is published.  Search engines pick up news items first. This will not only keep your website current but also get picked up by search engines  when someone is searching for information on the type of services your practice or health facility provides.
  • Create a blog and post on topics that are trending that you can make in sync with the services that you provide.
  • Make sure you tweet the article and add to the RSS feed.  If you don’t have a Twitter account, create one for your business.  All you have to do is click a button after your account is set up.
  • Share the content on LinkedIn. Again, if you don’t have an account, create one. It is simple to share with just a click.
  • Create a Facebook page for the practice and share content from your news feeds and blogs on it.
  • Choose a few articles to incorporate into an Ezine or e-newsletter. The newsletter can have a one paragraph summary of the article and then link it to original article. This gets viewers to click onto your site to read more about you and get to know your practice. Once it is produced, send out an email to existing and prospective patients.
  • Look for other social and digital media forums where you can share the article. There is a social network for everything, so find the network where your patients are gathering!

If you have implemented these steps in your strategy, the end results will be quite potent. Content marketing will help you with SEO (search engine optimization), increase your rankings within the various search engine sites to make you more prominent in searches that people do online, strengthen your brand and promote you as an authority online.

https://www.amazon.com/Content-Copy-Made-Easy-Increase-ebook/dp/B01AQU856Y/ref=sr_1_1?ie=UTF8&qid=1480698768&sr=8-1&keywords=Content+copy+made+easy

Are You Using This Key Tool in Health Marketing Your Practice?

 

 

Endorsements by people outside your practice are  given much more credence than any advertising that you do.  Patient testimonials are great resources for your medical practice.  When patients write a glowing report, they act as self-referrers and attract prospective patients.

3 Benefits to Patient Testimonials

  1. They give support to other viewers and prospective patients that you have the solutions to their problems through the services that you provide.  The viewers feels that they are not alone in the problems that they have and that you validate them, address them and take care of them.
  2. Testimonials provide authenticity and friendly feeling that you don’t get from advertisements or brochures.
  3. They can go viral by being shared by friends and family once it is posted on various social media sites.  And the best part of getting your name spread and strengthening your brand…No cost to your marketing budget.

How to Make the testimonials the most Effective

  1. Keep it Real: Don’t forget, you are trying to maintain authenticity.  When people write with misspellings or poor grammar, do not correct the testimonial as long as it can be understood. Get permission to use the real name, town and if possible a photo.  This shows the viewer that the person really does exist.
  2. Encourage Story Telling: people love hearing and reading buy zithromax suspension online stories.  It captivates them and allows people to spread the stories they like.
  3. Consider making the testimonial as a video:  You can create this right in the office with eager patients before they leave or after they have thanked you for your great care.
  4. Upload: upload your videos to your YouTube and Vimeo channels. Promote them across all your social media sites, like Facebook and twitter.  Have the patients who gave the testimonials promote it too to their friends and family.  (If they are happy with the way they look and sound, they will be most eager to promote the video and will not take any convincing on your part)

Many of these testimonials will not occur spontaneously.  Ask satisfied or “pet” patients to send a testimonial to your office.  You can have the staff at the front desk remind them and give them a little card with the email address where you would like the testimonial to be submitted.  Remember, all the representatives that will go out in the community and promote you come right out of your office.  Don’t forget to thank them!

For more tips on marketing your medical practice, sign up in the box at the top left of this screen.  See you at the next post!

The Value of Content Marketing in Growing Your Medical Practice

People do business with those that they “know, like and trust”.  It is the same for patients seeking care from physicians.  While you may not be able to know everyone in the community before that first encounter, prospective patients feel that they do know you, trust and like you.

How can that be?

Simple…through the internet.  You are active online, aren’t you?  Oops…did I hit a sensitive nerve for you?

Content marketing provides an avenue for people to connect with you, get acquainted and chat with you.

According to the Content Marketing Institute, an online resource for information on all things content marketing is defined the following way:

“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

Content marketing is a way to attract new patients to grow your practice and keep your current ones, not only wanting to return but also referring their friends and family to you as well by raving about you and your practice.

What Content Marketing Does For You

If getting new patients is not enough, it also enables you to:

  1. Listen-  find out what the needs and interests are of patients in the community.  Rather than simply promoting yourself, find out what patients are really interested in.  You can be that person for them. Learning about your target market gives you an advantage over your colleagues and competition in the field.
  2. Be a thought leader- Share ideas with your fans and provide solutions for them to problems they are struggling with. These thoughts you share, will be shared with others.  Going “viral”  is a dream come true for most people. It spotlights you and strengthens your brand.
  3. Drive traffic- engaging your viewers not only builds awareness and increases search engine rankings, it brings traffic to you and your website.  This is free as opposed to advertising and spending a lot in your budget.

Publishing information that is relevant to the public and interesting has the power to engage patients. It is crucial to keep in mind however, that the relevant and interesting content should be that which is in line with your services and skills.  Choose topics that you are an expert in.  This will influence their decision to select you as their physician and help encourage referrals from them as well.

Interested in learning more about this topic?  Sign up in the box at the top left corner of this screen so that you don’t miss tips as them come out.  See you at the next post!