The Importance of Quality Content and Content Strategy

The Importance of Quality Content and Content Strategy

If you have learned much about online marketing, you may have heard the phrase, “Content is king.” Marketers have been throwing this phrase around for years, and much has changed since it was first used. Search algorithms have evolved, customers have started preferring smartphones and tablets for their searches, and AI technology has been introduced to online searches and marketing. So, after all of these advances and changes, is content still king? Yes, it is—but you need to do it right.

At first glance, content might seem simple. Provide content and your business will thrive online, right? In truth, not all content is created equal. You need quality content to get the right patients through your practice’s doors. Here are four simple ways to make sure your content is hitting the mark so you can effectively grow your practice.

Set out your content strategy—and follow it.

The “shotgun approach” should not be applied to content marketing. Each piece of content that you publish should be aligned with your content strategy, which should be part of your overall marketing goals and business plan.

To help define your content strategy, consider your ideal new patient. What type of content would they like to read? What is the format of that content, and what is the topic? What is the overall message you want your brand to convey? Consider your ideal patient’s age, gender, socioeconomic status, race, etc. The more detailed you can be about who you are marketing to, the more you can tailor your content to reach and engage them. This should define your content strategy, and every piece of content should be part of that strategy.

Focus on quality content.

Gone are the days when online content was rewarded by search engines for simply having more words than another piece of content. Nowadays, quality is paramount. You want your online content to position you and your practice as experts in your field.

Search engines prioritize content that is thoroughly researched and demonstrates that you are knowledgeable, trustworthy, and authoritative. Share quality information that will be of value to your audience. Make sure that your content is original, in-depth, and answers the questions (or searches) that your patients ask.

Include clear calls to action.

When a website visitor finds your content, you want it to hold their interest and provide them with valuable information. If the reader is left with, “Oh, that’s interesting,” as their final thought when they finish reading your page, however, then your content is not doing its job. Content should include clear calls to action that push your audience to do more.

When your content is high quality, as discussed above, it will provide the reader with value and insights. The next step is for them to act on those insights. Include clear, strategically placed calls to action that define what your audience should do next, whether it is to contact your practice, continue their journey on your website, connect with you on social media, etc.

Get creative to maximize reach.

By now, you might be thinking that creating this type of content will be time consuming. It is true that creating quality content that drives engagement and action is no five-minute task you can delegate to a high school intern. However, you can get creative in repurposing content so you maximize its reach and get more bang for your buck.

For example, if you have a high-performing blog post, could you repurpose it as an eye-catching infographic? Do you have a series of social media posts that could be sent out in email newsletter form? Think about how you can reuse and repurpose quality content to reach more people.

With these four steps, you are well on your way to creating content that will support your business’s marketing plans and bring quality clients to your practice. To learn more about how you can grow your practice online, we welcome you to contact us today at AudiologyPlus.

How to Stand Out as a Hearing Healthcare Specialist

How to Stand Out as a Hearing Healthcare Specialist

The past year has brought new challenges to you as a hearing healthcare professional—and I’m not just talking about those brought about by the global COVID-19 pandemic. With the advent of over-the-counter hearing aids, it has become increasingly difficult for hearing healthcare professionals to compete with big box retailers. You also have to compete with other professionals who promise better hearing with hearing tools and amplifiers. So, how can your business survive—and even thrive—in this competitive market?

The key is to stand out as a true specialist (which you are). Big box retailers may offer the convenience of over-the-counter hearing aids, but they can never truly compete with you when it comes to expertise and providing the patient with a tailored fit. As for the professionals who offer hearing amplifiers and other similar tools, you know those tools cannot offer the same benefits as hearing aids. You know that patients will benefit greatly from your experience, knowledge, and skill—so you need the patients to understand that.

 Here are four ways to set yourself apart as a specialist and expert in hearing healthcare:

  1. Write a book.

Writing a book may sound daunting at first, but it can actually be quite simple. You already have the expertise in the subject matter, and with the abundance of powerful self-publishing options nowadays, having a publisher is not necessary.

First, identify your topic. You can even use existing content you have created for your website, blog, or other resources to get started. Second, expand your content. A book will, of course, be more in-depth than a blog article. Your book content should be thorough and comprehensive. Third, create a book cover—either by doing it yourself or hiring a designer. Finally, upload your book to a self-publishing platform.

Don’t worry about making your book perfect, especially your first book. Simply publishing the book will give you experience in writing, will bring added authority to your name and practice online, and will work to establish you as an expert in the field of audiology.

2. Become an online teacher or coach.

The COVID-19 pandemic forced many professionals to find new ways to do business and provide value online—and it also pushed consumers to the internet to find what they need and want. You can easily offer up your expertise online as a teacher or coach.

For example, if you are a hearing aid specialist, you could offer your personalized recommendations to hearing aid users on how to maintain their hearing aids, how to adjust them on their own, how to fix minor issues, or how to get the most out of their features. Or, if you want to position yourself as a mentor, you could offer up your experience in the audiology field to current students in audiology or new graduates as they start their careers.

3. Offer a video course.

One way to package your expertise is by creating a video course. Take a topic you would like to become a teacher, coach, or mentor on. Then you simply need to decide how to split up the subject matter into separate video modules. Record yourself addressing those topics, and you have your video course!

4. Take advantage of digital marketing.

You and your patients live in the real world, but that world increasingly relies upon the digital world. Each of the strategies listed above will help to improve your online presence and position you as a specialist in your field. (They can each be monetized on their own as well.) When people search for topics you have written a book about, taught about, or created a video course about, they will find you! Demonstrating your expertise and providing value are among the first steps in standing out in the hearing profession.

For more information about how you can thrive in today’s business world, we invite you to contact us AudiologyPlus. We are eager to assist you.