Content is king. That’s one of the basic rules of SEO.
Content is what makes up your website, what you share on social media, and what you blog about. Without content, your online presence would simply be your name, rank, and serial number—nothing that would differentiate you from other dentists in your community.
To best understand how content can help your dental marketing strategy, let’s look at the different roles that content can play.
Use Content to Educate
First, we use content to educate. Why do people visit your website? Is it because they’re just browsing around the web? No. If they’re on your dental site, it’s probably because they’re looking for answers to a problem they have. Our first job is to answer the visitor’s question.
This is a common mistake we see when clients come to us for help. They’ll wonder why site visitors “bounce” off their site from the search results. When we check their page, we’ll find something like a “Services” page with just a list of services the dentist performs.
This kind of content is pretty much worthless to a patient, because they need to see if you specifically can help them solve their specific problem. A list of services doesn’t help them.
Or perhaps a patient has a question about dental implants and what they are. If your site simply says that you perform that service, it doesn’t answer the patient’s question.
Your website is the perfect opportunity to engage, educate, and convert. Don’t waste it with weak content.
Use Content to Engage
One of the most powerful things that you can do with your website is create a sense of community. This takes time and effort, but if you can create content that your patients enjoy, share, and discuss with you, you have built a community that will benefit your practice for years.
The best way to build a community is to blog regularly and share your posts on all the social media sites. Taking it further, you can create a digest of your most popular posts and email your list of patients with updates once a month.
Use Content to Help Google
Google’s algorithm has come a long way in the last few years, but it’s not psychic. You need to create content that’s using the right keywords, has the right meta tags, and provides useful and original material. When you do that, Google will index your posts or pages quickly and accurately.
Content is the most important part of your dental marketing strategy, because it runs everything else. If you would like some guidance, check out our Dental Marketing Service. Our team of marketing gurus are here for you.