The Key Components of a Successful Online Content Campaign
You can have the flashiest website out there, with lots of really cool features, but in the final analysis, there’s one aspect of your online marketing that drives everything: content. You need effective text that performs well with search engines. You need persuasive language that sets you apart from the competition and convinces the reader to reach out and contact you. All that doesn’t happen by accident or by luck, though. To the contrary, it requires a well-conceived and well-executed content strategy.
What Is a Content Strategy?
A comprehensive content plan crosses a wide range of platforms, from an informative and engaging website to a carefully constructed and managed social media presence. Your content should include keyword-rich text, as well as informative and optimized video and audio. All your content should be coordinated to appeal to your target audience. If you don’t have such a plan in place, you need to start by identifying your goals. Make certain that your goals are as specific as possible and that they are reasonably attainable. It’s okay to set lofty goals, but if you can’t possibly meet them, you may be setting yourself up for failure.
What to Consider When Developing a Content Strategy
Here are the key factors you need to look at when formulating a content strategy:
- What is your target audience?—Even if you’re setting up a general practice, you want to be clear about who you want as a patient? Are you looking to serve families with children? Do you want to focus on adults or even seniors? What’s the best way to appeal to that target market?
- What problems can you solve for a potential patient?—That’s typically the first question anyone looking for goods or services will have: “Can you help me solve my problem?” You answer that question by telling the online visitor what types of services you offer. Be as specific as you can.
- Why should a prospective patient come to you?—This is likely the most important question you must consider. A potential patient has many options—there are other medical professionals who offer the same or similar services. Why should a person contact your office? Is it your years of experience or the specific type of experience you have? Is it your commitment to using the latest technology? Do you treat patients like friends or family?
- Is there a preferred content format for your potential patients?—If you want to appeal to a younger crowd, consider using more video content. You’ll also want to focus your efforts on social media platforms, rather than just a website. If you hope to provide services to seniors or an older patient base, written content may be preferable.
- How will your patients find you online?—Will your prospective patients conduct a search on Google, or are they more likely to surf social media sites? Will they be more likely to use a desktop computer or conduct their search on a mobile device?
- What is your strategy for ensuring that you regularly post new and fresh content?—Though the specifics of Google’s algorithm are impossible to know, the search engine giant has always rewarded sites that continually update their content. Have a specific plan for doing that. Who will prepare the content? Who will post it? And how frequently will it be done?