The new year rolls around and everyone makes plans to get better — at life, love, career, health — at the things that are important to them. For business owners, proving your value in the industry you are in and promoting your expertise is not just a new year’s resolution. It is an on-going commitment. Marketing content to showcase your skills or the services you provide is paramount to building your business, gaining new customers or patients, and keeping them for life.
But what if your content marketing strategy isn’t working for you? What if your return on investment is lower than expected? You may think that you are doing something wrong, but we bet that you are not. Your tactics probably just need some boosting. The following are ways we can help you market your company or practice to help you achieve the success you envision.
Creating Long-lasting, High-Quality Content
Content that has a long life is often labeled “evergreen” content. Think of it as information or trends that will be relevant a year or two or ten from now. For example, in dentistry, the need for preventative care like brushing, flossing, and biannual checkups is something that is common year after year. Promoting this type of content will never grow old because it is always important to dentists and patients.
In addition to the content being evergreen, it should be high quality, too. What makes it that way, though? According to Google’s Search Quality Rating Guidelines, high-quality content should be beneficial and achieve that goal. Characteristics of high-quality content include
- Expertise, Authoritativeness, and Trustworthiness (E-A-T)
- Information that will satisfy customers
- Descriptive marketing content titles that are helpful
- A good reputation of the content’s creator
Long-lasting, high-quality content can help your business thrive on a continual basis. It is pretty much the backbone of success.
Finding Specific Topics That Are Useful For Your Audience
Here is the thing to keep in mind: You should think like your customer or patient. Consider what a person will be looking for when they are searching the web, and answer their questions with high-quality content. Start broad when exploring a topic. For example, if you are a dentist you could consider cosmetic dentistry as a subject. If you know your patients, however, you will understand that they may want information about specific treatments related to the topic. This is where your expertise shines, providing them with the precise knowledge they need to come to you for your service.
People like it when others are consistent. We want to know who we are dealing with, that they are trustworthy and their best selves, and that they will be there when we need them. It is the same for content marketing. When you regularly publish information that your audience wants, you achieve an air of authority in your customers’ and patients’ eyes. Google’s algorithm will notice, too. As the more content you have that is ranked, the better your traffic will be, which in turn will bring in more customers and patients.
Creating a Seamless Website Experience For Your Users
In our age of immediate gratification, a slow website is like a dropped anchor on a ship. The website will just float on the water, going nowhere while all the other boats move past it on their way to new customers and profits. And if a website has too many pop-up ads…is this the year 2000?
A good website is imperative for your business. It is where customers and patients will come to after consuming all the great, high-quality content you publish. So, keep things easy for them. Avoid a confusing design, minimize the number of ads and how they show up on the page, consider your page’s navigation, and ensure that your site’s speed and page load times are optimized for the expectations of today’s audiences. Once again, Google will notice these things and take them into consideration when it ranks your page.
Working Together As A Team
Content that is evergreen, high-quality, and relevant to your audience is important. And so is having a website that offers a good user experience. All these things work together, and no part is more important than the other. Yes, take the time to concentrate on each one when needed. However, remember to often take a step back and see how everything is interconnected. Doing so will allow you to see how your customers and patients view things and experience them. Sure, the work can sometimes be challenging, but the rewards can be tremendous when a content marketing strategy is executed just right.
MDPM Consulting Can Help You Make Build A Content Marketing Plan In 2020!
At MDPM Consulting, we can help your business build a content marketing strategy specific to your practice that will showcase your expertise and services unique to you. We are ready to help and offer guidance whenever you need it! If you have questions about digital marketing in 2020, or if you want to discuss creating or replacing a website, please contact MDPM Consulting today at 972-781-8861.