Content Marketing: Does it Give Local Businesses an ROI?

Is Content Marketing Really King
For Practice?

Should your practice be using content as part of your marketing strategy?

You’ve probably heard the well-known phrase: “Content is king.” However, content marketing is a significant investment – one you don’t want to make unless you’re going to see a significant return on that investment.

Content marketing offers many benefits, but today there’s plenty of noise in the marketplace as more businesses crank out large amounts of content to increase their patient base. If you don’t have the right content marketing strategy, your money and efforts could be wasted.

Content Marketing that Brings You a Solid ROI

What does your content marketing need if you’re going to bring in a return on investment? You need three basics for a content marketing strategy that pays off, including:

Quality – First, you must create quality content if your marketing efforts are going to succeed. Patients are overloaded with content today-on the web, in their mailboxes, and just about anywhere else they look. If you have poor content, people will just move along to the next piece of content. Poor content also has the ability to damage your reputation. You must make sure that each piece of content is of high quality.

Relevance – Content also needs to be relevant to your audience for your marketing efforts to provide results.You must provide content that keep your current patients coming back and attracts prospective patients.

A Strategic Keyword Plan – Obviously a good keyword plan is essential for online search, but those same keywords should be used systematically offline where they make sense. When it come to online content, you need a strategic keyword plan. Without a good keyword plan, your content will never bring in traffic or further your reach online. Before you begin investing money in content, make sure you have a good keyword plan in place that will allow you to make the most of each piece of content you invest in.

Focus on Multiple Forms of Content

Some practices make the mistake of building their content marketing strategy around one or two forms of content. However, if you want to see the biggest return on investment, you need to make use of multiple forms of content.

Different forms of content reach different people, and a strategy that uses multiple formats works best. Here are a few excellent forms of content you can use to promote your practice:

Blogging
Audio
Video
Direct mail
Social media
Speaking events
Local sponsorships
Marketing kits

Put a Local Focus on Your Content Marketing

The best type of content your business can create is community-focused content. Get involved in your community with your content marketing strategy. Provide local media with great news, get involved with local organizations and businesses that your community already loves. Invest in your community and earn traffic and powerful links.

As you get involved locally, quality content will follow and you’ll be able to retain your current patients, increase awareness of your practice, and strengthen your local perception, making the most of your content marketing dollars.

Content marketing can either skyrocket the exposure your practice gets, helping your prospects to know, like, and trust you enough to want to schedule an appointment – or it can quickly become yet another burdensome, unproductive marketing tactic that drains your time, energy, and money and provides a disappointing return.

While managing your own content marketing strategy for your practice can be done, it will require time, technical know-how, and skills you may not want to devote to making it work. That’s why so many practices outsource their content marketing to the pros.

If you’d like to talk about the role content marketing could play in helping to grow your practice, we’d be delighted to have that conversation.

Click below – to request a content marketing consultation for your business.

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CONTENT MARKETING