What is content marketing?

If you know about SEO or have paid attention to news reports about Google, you might have picked up that Google and other search engines are huge fans of original content on a website. In fact, if your website contains stock copy, you might find your dental website pushed further and further away from the first page of search engine results.

Content marketing involves composing and publishing original, informative text online. Articles, blogs, microsites, and websites should be optimized for keyword phrases that your potential patients are googling. Many factors contribute to Google’s indexing outcomes, but the quality and amount of your content (text), as well as its originality, are major factors to help your practice rank high.

Because your blog posts and website pages are optimized for keyword phrases, they will come up in Google’s search engine results pages, or SERPs. Not every Internet searcher will enter your website on the homepage. If a potential dental patient searches for “veneers in Chicago,” your blog about veneers (optimized for “veneers in Chicago”) may show up on page one of a Google SERP, and the searcher will enter your site or blog on that page. Potential patients may also find your practice through content on Facebook, Twitter, articles, or press releases submitted online.

Studies Show, Increased Blogging + More Original Web Content =
More Traffic + Better Rankings on Google SERPs

Components of Content Marketing

The goal is to have your website on page one of Google for the keywords you value most.

Your website should have stellar SEO, which means original content, metadata, tagged images, keyword-rich slugs, incoming and outgoing links, integration with social networking profiles, and more. If you have access to your Google Analytics reports, use them to gain insight on your website traffic, and tweak your site as needed to improve its SEO.

Brand consistency
Your image is important, in person and online.

“Brand” refers to the image and ideas people have when they think about a company. For dentists, a brand should inspire thoughts of trust, comfort, expertise, precision, and good health. Everything that influences these ideas contributes to your brand. So, in addition to your dental practice logo, tagline, website, blogs, microsites, articles, print ads, radio ads, TV ads, billboards, and other marketing efforts, the way your staff and office look, how your phones are answered, the service patients receive, how patients perceive you and your treatment, and even the location of your dental office influence your brand. You can control your brand, but it takes work.

Overall Internet presence
The goal is to show up multiple times on Google for the keywords you value most.

While your primary website is the center of your online marketing strategy, it will not be sufficient to compete in a metropolitan area. To supplement your dental website, you need a blog with three posts per week, microsites that focus on your core services, and active social networking profiles. For dentists in highly competitive areas, like Denver and Houston, multiple blogs, microsites, and other content management strategies can prove beneficial.