In this final post, I will touch on the tools of our trade. Modern day content marketing takes place mostly in the digital realm, whether delivered by email, social media, or blog. It, therefore, requires digital tools.
Blogging is one of the most powerful forms of content marketing and it requires a very specific set of tools.
If the thought of learning a whole new set of software and online tools has you overwhelmed, don’t worry–you probably know how to use some of them already. For those you don’t you can master the ones you want and outsource the rest.
Content Management Software
These platforms have a lot of flexibility. They can be highly customized and tricked out by coding experts, or they can be more plug-and-play versions you buy off the shelf. The choice depends on your balance of time, money and technical inclination.
I go into more detail about WordPress in my post, WordPress Basics for Your Practice Website, if you want to learn more.
If you want to really dig into the world of CMS, I recommend Lynda.com for their clear, well organized video courses.
Certainly one way to create content is to jot it down on a yellow legal pad and then fax it to your editor. Unless you are running the show, however, that is probably not going to fly. At the very least you need to choose word-processing software.
I use Pages because it came free with my mac, but most of the doctors I work with like documents to be in Word. When working with a team, I like to create and edit documents online in Google Docs. Choose the software you are most comfortable with–you can always export to another format if you need to.
All of this software has good editing capability, but if you want something more powerful, you can check out the Hemingway Editor or Grammarly. Learn more about these in Amy’s post, Two Editing Tools for Writers That Will Help Your Content Sparkle.
A good image is one of the most effective ways to get someone to read your blog. Notice I said, a good image. Just about everyone has a camera on their phone, but not everyone is a good photographer. Knowing a thing or two about making the images you have better can be all you need.
If you already know Photoshop that’s great, but you don’t need something that powerful to get a photo web-ready. I often use the simple tools available in iPhoto or Preview on my mac. Other good ones include Skitch, and PicMonkey.
Learn more about finding good images (free and paid) in my post, Be Smart About Using Images in your Medical Blog.
Unless you are a solo practitioner with a tiny practice, you will likely have some amount of teamwork to run your content marketing efforts. You need to have a way to coordinate projects and communicate with your team.
When there are just a couple of people and a small number of projects, email, phone, and texting can be all you need. I telecommute, so I also like to use Skype, FaceTime or Google Hangout for meetings.
When things get bigger and more complicated, project management software can be a big help. My favorite is Trello because it is easy to use, has lots of features and is visually oriented. Another one that people like is Asana.
Learn more about these tools in my post, The Trifecta of Content Management Tools.
Basics of Content Marketing for Medical Practices Part 1: What is Content Marketing?
Basics of Content Marketing for Medical Practices Part 2: Why Use Content Marketing for Medical Practices?
Basics of Content Marketing for Medical Practices Part 3: Bare Bones Approach to Content Strategy
Basics of Content Marketing for Medical Practices Part 4: Copywriting: Not Just for Selling Bananas
Basics of Content Marketing for Medical Practices Part 5: Stay on the Right Side of Medical Ethics
Basics of Content Marketing for Medical Practices Part 6: The Who, Where & What of Medical Content Generation
Basics of Content Marketing for Medical Practices Part 7: 5 Star Recipe: Writing for the Internet
Basics of Content Marketing for Medical Practices Part 8: Backstage Matters: SEO & Site Organization
Basics of Content Marketing for Medical Practices Part 9:Be Smart About Using Images in your Medical Blog
Basics of Content Marketing for Medical Practices Part 10: Social Media: Choose Your Trumpet Wisely
Image credit: © [Lukas Gojda] / AdobeStock