Once upon a time, there was a dental practice, and it was very successful. This dental practice knew that the secret to winning more business and growing their brand was to produce quality content for their patient base and their families — content with the power to engage, persuade and gain trust. The dental practice thrived, and they all lived happily ever after. The end.
If only it really was like that in the real world. Unfortunately, when it comes to content, so many marketing agencies and dental professionals focus on metrics, measurements and monthly results rather than quality. It’s true that clicks, likes, follows and traffic referrals are important, but if you really want to experience optimal conversion rates, quality is where it is at. That’s right. Content is king!
The Hallmarks and Benefits of Good Quality Content
Search engines are getting better and better at sniffing out poor quality content. Algorithm updates, such as Google Penguin, are designed to give users a better search experience. If your content isn’t up to snuff, you may drop off of Google’s radar completely. It’s difficult to curate and generate your own content. You may not be a proficient writer, you may not understand where to start, you may be blogging but not effectively using keyword structure, etc. Truth be told… creating content is hard. Creating consistent dental content is harder. Creating dental content to engage, inform and inspire current and future patients is hardest. Fortunately, there are many ways you can keep Google and your target audience happy. Here are some ways to deliver consistently good quality content across your marketing platforms:
Keywords Are Important, but Use Them Only When Necessary
Not only will too many keywords make your content seem like spam, but you could get penalized by the search engines or even removed from search engine rankings altogether. Use keywords when relevant, and research the most effective keywords so that you get the best returns from your content. Also, try to develop content that isn’t self-serving. Bring value to your end user. Give them something that enriches and improves their life. This develops trust and begins to solidify you and your dental practice as an “authority” to not only the Google algorithms, but to the public.
Write Social Content
By creating content that is attractive to social media users, you create a buzz and have a better chance of your content getting shared far and wide. Make your dental content fun. Don’t make a blog post that reads like a textbooks and delves into every scientific, multi-syllable word you can remember from dental school. Keep it short, simple and easy to read. Throw in a sense of humor and give the reader some insight into your personality. There may be thousands of dentists out there, but there is only one dentist like you. Find out what about you, your practice, your treatment options, etc. makes you different. Better. What gives you an edge? Once you find it… BLAST IT! Start building your dental marketing strategy and content strategy around your uniqueness. People want something that resonates instead of repeats.
Create Useful Content
By creating content that is of great use and interest to your target audience, you generate trust and give your visitors a reason to return. Content that solves a problem or gives away useful information for free will make your website irresistible to search engines and visitors alike. Quality dental content doesn’t have to be boring. Make it fun! Everyone needs a dentist in their life. Thanks to technology, you have the opportunity to engage and interact with your patient base all-day, every-day. Keep your patients informed and making healthy dental choices. Show them you care. That you want to provide them quality care from a genuine motivation of concern for their health. People want that connection and care. Give them that. Use your content to convey that and watch what happens in your practice.