Curating Dental Content Doesn’t Have To Be Hard

Today we discuss content curation. CURATION folks, different from content CREATION. Content curation is the process of finding, reading and pushing out information that is relevant to your audience–complementing and supplementing the content that you are creating on your own. Sounds like a lot of work, eh? Stay with me…
The good news!
Content curation is a great way to expand your offering and provide information that may not be your area of expertise–but is certainly relevant—to your customers. It may even provide that extra layer of credibility for a service you are providing!
Think about it this way: Suppose you follow a bank on social media. They create lots of great custom content, which is fantastic. Creative (and way cute) checklists, detailed service overviews, and snazzy mortgage calculators. But at the end of the day, it is all from that bank. Created, developed, and paid for by that bank. If mixed into that custom content flow were also third-party articles that were helpful to you, as a bank customer, but not promotional or biased, perhaps even offering ideas/services outside of what the bank offers, wouldn’t that establish some serious street cred for that bank?
I am always impressed when I walk into a store, and the manager tells me that they can’t help me with exactly what I need, but they know the store on the other side of town that can! What!? They are seriously more interested in my benefit then theirs as a store!? They may lose the sale today, but I am definitely going to remember that and 1) come back and 2) tell that story to my friends and get them to that store! Same thing is true for your patients. I am not saying send them to other dental practices. I am simply suggesting that giving them the resources necessary to make the right decision for themselves can work wonders! It proves you truly care about them and are out for their best interest. Often curated content can help you show that.
Now the bad news…
The bad thing about content curation? It’s quite time consuming. Although it is super interesting—because trust me, you can learn a lot—it also means you gotta read it all and ensure what you are posting is something that 1) resonates with your patients and 2) you are alright with reflecting as your opinion. So, as easy as that sounds, it does take some serious time on your part. But….
BACK TO GOOD NEWS! There are tools to help!
Here are a few tools to help you find exactly the content you need, and quickly. Plus a bonus tip…
  • REVENUEWELL: For all you dentists out there that area already using this patient communication portal…dude! RevenueWell makes content curation soooo easy. It synchs right up with your Facebook and Twitter accounts, and you can select various posts by category–oral health, pediatric dentistry, cosmetic dentistry, insurance, orthodontics…even dental humor! Not only that, it also has all kinds of practice-specific announcements and appointment reminders. A few clicks and you can line up a series of social posts for weeks in minutes! We are big fans of the RevenueWell.
  • TWITTER: This is my all time fave, because I am already on it every day! Twitter is full of influencers pushing out awesome content ALL THE TIME! But you have to know how to quickly find it and sort through the chatter. Twitter searches and Twitter lists are your best bet to find exactly what you need! (Then you can use another favorite tool, BUFFER, and queue it up to be posted!)
  • POCKET: This is somewhat like a nifty bookmarking tool. You like? It is fantastic for content curation. When you find something you like, simply put it in your pocket. Then when you are ready to load up some curated stuff into your social media stream, just go to your ongoing list and, VOILA! Posts galore!
  • FEEDLY: Basically a fancy RSS feed, Feedly allows you to narrow down subject and source lists to pull together all relevant content for you in one nice spot. You can also SAVE FOR LATER, which is a great thing when you find stuff you like on the fly but aren’t wearing your content-loading hat at the moment.
Nowhere is your bonus tip, for those still with me. Sniply! Sniply allows you to create a small banner ad that will layover any third-party site you send folks too. This is A-MAZ-ING! It is like free advertising. Sending your patients to the ADA’s website to learn about a root canal? At the bottom of that page, you can have a call-to-action with your logo that says “SCHEDULE YOUR APPOINTMENT NOW!”, and it links right back to your page. BOOM! No more lost patients.
You’ve got this!
So, content curation. Beneficial–yes. A little time consuming–yes. But with the right tools, you can maximize your time and reap the benefits! It is important to remember that content curation does not work on its own. It is a value-add to establish credibility and resourcefulness to your own content and service offering. You don’t want to only push out other people’s stuff all day long; then you lose your street cred since you aren’t offering an opinion or value of your own. Creation and curation. Milk and cookies. Peanut butter and jelly…ok, you get it.

How An Aging Website Destroys Your Organic Search Rankings

Were you one of the first to jump on the dental website bandwagon?  Do you have a website that’s 20, 10, or even just five years old?  Did you shop for the lowest bidder and then accept your current design without fully understanding digital marketing strategy?  If so, what was once a great move to improve your visibility may now actually be hiding you from potential patients.  Here are three previous best practices that could be hurting your local SEO today.

1. Frames

The way individual web pages are created has changed drastically over the years. Today, you can use a main template and central administrator settings to change page titles, menus and background images across all of your pages.  Previously, each individual web page needed to be created by hand. If you wanted to change your menu, you had to adjust every page. To get around this, developers started using frames. Each page might have two or more frames. You’d have the main content frame, a side menu frame, possibly a header frame and maybe even a footer frame.  The problem was that search engines couldn’t put the frames together and saw them as separate web pages that didn’t have enough content to rank. If your website has frames, you need to upgrade it ASAP.

2. Image Header

Many websites had, and some still use, a nice image at the top of each page with the company’s name and logo in fancy font.  The problem is search engines can’t read images.  If your company name is in an image, a search engine can’t figure out who you are.  If you want to come up in searches for your dentist’s names, your practice name should be included in text.

3. Fixed Layouts

As website designs got more sophisticated, developers needed new ways to control the layouts. One way was by assigning fixed widths and heights to web pages as a whole, as well as individual items within each web page.  This worked when web pages were only viewed on computer monitors that were all roughly the same size. Today, your website needs to look good on a big desktop computer, a small laptop, and most importantly as a mobile site for a phone.  Because so many searches are now done on mobile devices, search engines push you down in the rankings if your website doesn’t work well on them.  Do yourself and your practice a favor and build a new website that is designed and optimized for mobile devices.  Make sure your local registry information is correct and accurate.

If you need a dental website, content, blogging or video, mailers or other dental marketing assistance we have solutions for you!  We know dentistry and we know dental marketing.  Contact GrowPracticeGrow today and talk to a dental marketing expert!