Is your marketing helping, hurting, or making no difference?
Take our quiz and find out!
Patient Attraction Episode 608: 5 Ways to Repurpose Your Dental Marketing Content
Colin Receveur here, and welcome to the Patient Attraction Podcast. Today I want to continue discussing the importance of content marketing for dentists, but also share how you can reuse content to reach different audiences. Stay tuned.
– Welcome back.
– Today I’m going to give you 5 tips on how to effectively reuse marketing content to bring your practice more and better patients.
– According to recent data, about 75 percent of marketing content is published once and never used again.
– That’s an alarming statistic given the amount of effort and money you can spend on one single marketing effort.
– Think of the resources and effort you put into that one article or blog.
– If you’re a dental practice that uses a marketing agency, you’ll quickly blow through your budget creating piece after piece after piece.
– Take direction from Apple.
– Does the company throw out the design after creating the newest iPhone or Mac?
– Of course not; they build off what they already created.
– And you can do the same thing.
– I’m not suggesting that you copy and paste the same campaign over and over.
– In fact, that will likely damage your search engine ranking.
– What I want you to think about are ways to reimagine and repurpose your marketing campaigns so you don’t abandon great ideas before they reach your prospects.
– Here are 5 ways you can make your content marketing go farther:
– 1. Change the format of your content.
– You can change your format and discover a new message and even new audience in the process.
– Think about using text, video, audio, and even images to reimagine the original idea of your piece.
– A speech, public appearance, or video can easily be transformed into a press release or a blog, and vice versa.
– 2. Add New Keywords.
– If you’re adjusting content, add fresh keywords to the copy so you can reach new web searchers.
– Keywords may not be at the forefront of your mind when creating a patient-friendly video, but they should be when turning that video into a blog, press release, or email.
– 3. Grab attention with images/graphics.
– It’s no secret that human beings are visual creatures, and research shows that visuals and graphics get more attention than plain text.
– Studies show that we process images about 60,000 times quicker than text.
– By adding photographs, infographics, charts, or even illustrations to your content, you can engage a greater audience.
– 4. Use different content lengths.
– If you’ve written a long-form marketing piece, think of ways to reuse or even shorten the message.
– You can break the piece into multiple parts or use shorter bullet points to get your message across.
– Your patients like SHORTER, TO-THE-POINT messages.
– It turns out we do not have a great attention span.
– Research shows that online pages with about 600 words are read to completion less than 30 percent of the time.
– We’re all guilty of this, so don’t expect your audience to break the cycle.
– Market toward their tendencies.
– 5. Use new headlines.
– Don’t bore your readers with the same headlines.
– Find new ways to write creative, attention-grabbing headlines with keywords.
– Remember, the headline does most of the work in attracting your readers, so make it pop.
– These tips will help you get the most out of your marketing efforts and to create more engaging content that appeals to new patients
– If you’re ready to discover what my clients know that you don’t about attracting patients online, you should schedule a Patient Attraction Blueprint Session. They are free to serious dentists who want to see a patient attraction system that can double their practice. For more information, go to www.patientattractionblueprint.com.
– Until tomorrow, keep moving forward.