There are 26 letters in the alphabet – which are really working for your practice?

Feeling a little exhausted? We understand – when you’re handling your website’s upkeep, it’s a nonstop fight for relevance. While larger practices and companies have more extensive teams that can handle to-the-minute publishing, those of us on a smaller scale found ourselves struggling to get out regular blog posts.

There’s some good news ahead: new content doesn’t necessarily have to be unprecedented. In fact, there’s already awesome content lurking on your website – and it’s ready to be repurposed. This not only saves you time and energy, but actually boosts your search engine rankings.

Whether you’ve already got a content well to draw from, or are interested in moving your content production in a more valuable direction, we’ve got some tips for making your text really count.

Need some help with the writing process? Get in touch with Doctor Web Solution for some dental marketing expertise, and copywriting resources.

The Secret to Simple Content Marketing

If you’ve done some research into the modern marketing world, you’ve no doubt come across the term “content marketing.” Your target audience values excellent content over empty ads and flashy promises. By creating articles and images that educate, entertain, and inform your (current and prospective) patients, you show them that you care about their business.

Content marketing is especially important for healthcare professionals. You never want to appear desperate for new patients, because those individuals will wonder whether the care you offer is flawed in some way. It’s a catch-22 – how do you gain the new patients that you want without showing that your practice needs more business?

That’s where content marketing comes in. Create how-to’s, guides, before and after collections, and other engaging pieces to show that you care about adding to your site viewer’s lives and health – whether or not they follow through and schedule.

Digging For Content Treasure in Your Website

So, you get it – content’s important. Now, how do you find the time to keep creating? Fortunately, the content that’s already working for you has quite a lifespan. With a little tweaking and retouching, you can actually republish old posts and have them garner further attention. This practice not only saves you from having to sit down and churn out new blog posts, but has some added benefits:

• Older content is already ranking – When you publish a new page or post, it doesn’t show up in Google’s results immediately. It takes time for search engines to index the page, and further time for the posts to rise up the ranks. Why not take advantage of the valuable age of your old posts, and simply refurbish them?
• It’s a chance to update and improve past posts – Time changes things. Some of your posts may no longer be relevant, whether it’s due to a service or technology that’s grown outdated or a conscious shift your practice has made. Take this opportunity to make that content speak to your practice’s current landscape.

Recycling Old Content That’s Already Working For You

“Content” is a purposefully vague term, because it can mean so many different things. Any unique media that you create will ultimately serve your practice. Taking photos of your office, creating before and after image pairs, writing guides to oral health, and sharing treatment options are all valid routes to content creation.

Wondering which pages of your website are performing the best? Google Analytics has the answers. If you’d like to learn more about engaging with this process, get in touch with our team. We’re here to bridge the gap between you and your website.