In my last post, Why Do I Even Need a Blog for my Practice?, I extolled the many benefits of Content Marketing.
In that post, you learned that blogging is a very powerful kind of content marketing that will help you bring in more patients. A blog is, however, just the tip of the iceberg.
What is Content Marketing?
Content marketing is promotion through storytelling.
The stories are written to appeal to your customers (patients). They provide useful or entertaining information while communicating something worthwhile about you and your medical practice.
Think of a Jell-O Recipe book. Introduced as a free giveaway in 1904, this was one of the earliest forms of content marketing. The booklet showcased the product (gelatin) while providing the customer with something useful (easy recipes). It also told a story about the company–that they are relatable, they know the value of a dollar, and they care about you and your family. Now, like most content marketers, Jell-O offers their content online.
Digital marketing is quickly moving in on old-school paper and print methods. It’s hard to argue against something that is cheaper (free if you blog yourself) and potentially reaches a whole lot more people.
Forms of Content Marketing
Keeping up a regular blog is one of the most effective forms of digital content marketing, but it is not the only one. The outlets for sharing useful content and for story-telling are vast and growing by the day. Here are some of the more common vehicles for content marketing:
- News Feed
- Condition/Treatment pages
- Patient Stories
Social Media Content
- YouTube videos
These outlets are often mixed and matched and used to promote each other. For example, you can use social media to spread the word and link back to new content on your website. Your website can also be the jumping off place for a new webinar series or ebook.
Whichever you choose, providing useful content will draw people in. And, having received some benefit already, they are more likely to pick up the phone and call your practice.
Think about your patients. We know they are online, but where exactly? Are your patients more likely to read an article on their PC, on a tablet, on their phone? Do they tweet? Would they like a monthly newsletter in their email? Do they spend a lot of time on Facebook?
If you are not sure, start asking them.
Try a quick front-desk survey. Your patients will have something to do while they are waiting and your content marketing efforts will be the better for it.
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