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Patient Attraction Episode 496
Yesterday we covered a lot of the “why” of content marketing, and today I want to get into more of the “how.” Stay tuned.
– Hi, Colin here on day 2 of our 5-day look at content marketing.
– As I said in yesterday’s podcast, there are three parts to a successful content marketing campaign:
– Let’s look at the details of each one.
– Strategize is nothing more than planning and organizing your campaign.
– But, frankly, this is where success or failure is decided.
– First, set your goals.
– What are you trying to get out of this campaign?
– I hope it is new patients, but it could ALSO be increased exposure, lead capture, and brand recognition.
– Next, think of what content you need, when you will need it, and who is responsible for it.
– Those last two are easily overlooked; without ownership and deadlines, your project will never get done.
– Then, decide how much time and money are you devoting to the campaign.
– Time likely means from you and your staff, and money in developing the content, changes to your website, and paid promotion.
– Finally, how are you going to promote your content?
– On your website, via landing pages, or PPC?
– What are you going to do to announce to the world that your content exists?
– Once you have the thinking part of the project done, it’s time for the doing.
– That is where you create your content.
– Remember, content can mean website content, videos, graphics, reports, articles, white papers, blogs, webinars, and more.
– This is a huge undertaking.
– Finally, you have to distribute your materials.
– Putting forms on your website and landing pages is a tried and true way of capturing leads in exchange for the content.
– But how do you get people to the web forms?
– Social media via Facebook, Twitter, Instagram, etc., can generate traffic.
– So can posting content summaries and links to LinkedIn.
– Don’t forget about using your blog not only to release the content, but to promote it as well.
– You can also send emails to existing contacts making them aware of your new content.
– Actually, that explains those in too little detail.
– Come back tomorrow and we’ll talk about how dentists can use multiple communications channels to spread the word about their content.
– Until then, keep moving forward.