New Year, New Content
While everyone is focusing on the new year’s resolutions, why not resolve to grow your business. If your goal is to grow your practice or increase revenue, a natural starting place begins with quality content. Content allows you to build an organic relationship with your customers and potential customers. When people need answers, they look online through search engines, reading blogs and through social media. It’s not enough to post content online, it needs to be strategic and methodical. Here are four factors to consider when you are writing new content.
Step #1: Define your avatar:
A really important step that is often overlooked is defining the types of clients you serve (or wish to be serving). You can’t know write good content until you have a clear picture of your audience. Literally create an avatar of the people who benefit from your practice. Think about their age range, their occupations, their symptoms, their hobbies and even their health goals or why they are seeking your services. It may be helpful to even keep a picture or a list of these qualities in front of you as you begin writing content.
Step #2: Fine Tune Your Messaging:
Before you post content, fine tune your messaging for maximum effectiveness. Ask yourself:
What makes your practice unique?
What differentiates you from your competition?
What are your clients and your future clients interested in learning?
What do your clients need to know?
Crafting your message to reach the right audience is more than words and pictures. Its telling your story, the right story to reach your people and the people who should be your people. Use relevant content that is specific to your industry to grow your practice holistically by focusing on patient care, education, outcomes, and building local relationships with your readers.
Step #3: Determine Which Platforms
With so many platforms available, it’s not practical to try and maintain a presence on all of them. Ask yourself where are your consumers?
How is the message different for each social media platform and what's your strategy? These are important questions to address as you develop your social media plan for the year.
Step #4: Schedule Content Ahead Of Time
Scheduling content will allow you to organize your posts and blogs more efficiently and effectively. Think of a content calendar as your roadmap that allows you to visualize how your content is distributed throughout the year so that you don’t miss any gaps. Take advantage of important dates/months that are specific to your practice or industry and create special content related to those times.