Content Marketing: Your Rx for Better SEO



Content Marketing-DigitalMed Blog PostContent marketing has many definitions but is essentially the creation of relevant, valuable content which has the sole purpose of promoting a service, an idea or a business through marketing efforts. In private practice medicine, education is a key component of this type of marketing.  Educating your audience leads to trust, which in turn leads to loyalty. It is as important to good search engine optimization (SEO) as social media marketing.  In fact, there’s a lot of overlap between the two.  It could be said that you can’t have one without the other. Perhaps a truer statement is that you shouldn’t. Both are an essential piece of the overall comprehensive strategy to improve your website’s SEO and in turn, the volume of your practice.

Although content marketing is similar to social media marketing in that both require fresh relevant content, there is one major difference.  Social media marketing is delivered solely within the social media platforms, such as Facebook and Twitter , whereas content marketing is delivered on a company’s website.  Social media is often used in content marketing through posts that link back to a business website, which is where the overlap comes in.  Content marketing is largely about educating your audience which builds trust for your brand.  (We’ve said it before, but it bears repeating:  Your practice IS your brand!)

The content on your website, however, can be approached in much the same way as the content on your social media sites.  Your content in both places should be centered around creating buzz about the focus of your particular practice.  Once you’ve established what that focus is your site can be built (or rebuilt) to highlight it. For some, that might be a particular surgical procedure.

Your website is much more than just a means of communicating with patients.  It’s your number one conversion tool.  Therefore, the main objective for all content on your site should be to convert patients, so you should always keep that in mind when creating content.  That said, there are several components necessary to developing a successful content marketing strategy.  Here are a few essentials:

  • A clear call to action on every page: This can be a ‘contact us’ icon or a ‘book now’ button. Both should highly visible (ideally above the fold) and should include your phone number.
  • Fresh, relevant content: The key to publishing good, sought-after content is knowing what it is.  Using a resource such as Google Keyword Planner can help you find out what people are searching for in your particular practice specialty.  It is these keywords that should be the focus of your content creation.
  • Well organized content: This is as much for the reader as it is for SEO.  Separating your procedures so that each one has its own page is one example of a well organized website which will yield better SEO.
  • User friendly navigation: It’s important to make it easy for patients to find the information they are looking for on your website.   The more time they spend on your site, the greater the likelihood you have for converting them.
  • Maintain a human aspect: Your content should not only educate, but should engage your readers.  If every page feels like an advertisement, it can turn off prospective patients.  Keeping your content balanced between the two is key.

The bottom line is, even if patients are referred to you by an already established patient, chances are good that they are going to research you online.  Part of that research will undoubtedly include browsing your website.  Since there’s so much competition out there in every practice specialty these days, your website has to have the components necessary to convert patients.  A clearly focused content marketing strategy will help you accomplish this.

Contact DigitalMed today, at digitalmed@digitalmednyc.com, to find out how we can help you develop an effective content marketing strategy.

Related Blogs:

Search Engine Optimization 101 (for Physicians)

Top 5 Reasons Why Blogging is a Must

Basic Blog Writing Tips for Better SEO

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