If you are a dentist who plans to produce and publish blog articles consistently, you must invest some thought into the pre-production of those articles.
It’s important to remember that no matter how carefully you plan out your content, it will not do any good if your potential patients can’t relate to it. Creating content that fails to inspire or educate your prospective patients will likely not result in the patient contacting your dental office.
The following are five questions to consider before you publish the next blog post for your dental office:
1. Does this post have purpose for my potential patients?
There are dental offices that publish content that interests them, instead of content that will attract and benefit potential patients. Though such writing on topics that the dental office finds interesting is more entertaining for the dental office staff, it will not fulfill its purpose of connecting and engaging with the prospective patients. An article can be fascinating to you, but if it doesn’t capture the attention of your potential patients, then the time and investment you put into producing the content will not benefit your dental office.
Your content must leave a meaningful impact on the prospective patient. Does it educate the potential patient? Does it inspire a potential patient to contact you? Does it help a potential patient pin down their symptoms and possible treatments? Does it offer a solution to a real issue a patient may be having? For example, a dental office specializing in oral surgery may write an article about “When Your Wisdom Tooth Becomes a Problem” or “Bring Back Smiles By Correcting Missing Teeth.”
Writing content like this is informational and educational for both your existing and potential patients. It satisfies the needs of your patients to be informed. If your blog post’s topic is targeted and specific, then it is more likely to translate into new patients for your dental office.
2. Will the Right Potential Patients Read My Blog Post?
Writing broad and generic content is not advisable, because it can’t possible address specific issues and provide enough usefulness to your readers. Broadly-written and non-specific blog posts fail to increase the appropriate qualified web traffic from that will benefit your dental office. Traffic for the sake of traffic is valueless. The number of visitors landing on your website does not equal the number of actual qualified new patients for your dental office. Therefore, you shouldn’t write blog posts aimed at just to increase traffic, but instead write to attract your ideal patient.
Take a while to consider who your ideal prospective patient would be. Creating Client Personas in order to target the appropriate audiences for your web content is very beneficial to dental practices’ marketing efforts.
3. Am I Including Images or Infographics With My Dental Office Blog Post?
Images can either be beneficial or detrimental to the success of your written content. Choosing irrelevant images can be very confusing and may even divert the patient’s attention elsewhere. However, if used appropriately, the image can serve as an alternative medium of information for your patient. In such times, the effect of your post on the patient is enhanced beyond the text by the image.
Images can make complex topics more digestible for the patient, allowing for a greater impact. Images also have the potential to visualize data that would otherwise be very challenging to exemplify through text, allowing greater depth in the topic.
Take for example the blog post mentioned earlier: “When Your Wisdom Tooth Becomes a Problem.” You can possibly describe symptoms that a possible patient is experiencing. Then, a high-quality infographic can diagram the cause of the problem, helping explain this concept much more quickly and efficiently. Because of the infographic, the patient will not forget about your post very easily.
Usually, website visitors just skim through the page for the information needed. They do not want to spend too much time. Having choices available for your potential patient is always great. If they can trust you to deliver content in various mediums, they would be much more likely to connect with you through the content. This practice also allows potential patients to engage with you in the means they find most comfortable, which further builds trust.
4. What are Competing Dental Offices Writing About?
Frequently, reading the work of people who both influence and challenge us can be helpful in creating more high-quality content. Don’t click “publish” on your dental office’s next article until you Google the subject you were writing about to see what your competition is publishing on the same topic. What are your views about what they think? Is the article lacking in sufficiently educating a prospective patient? This is a spectacular opportunity for you to produce content that excels over the relatively deficient content to attract new prospective patients. It is very important that you take this route; a prospective patient will almost always choose a more informed dental office over one that lacks information.
5. Am I Optimizing the Titles and Sub-Headers of My Dental Office Blog Post?
Usually, search engines like to scan over the content. They are searching for the pearl of wisdom that will aid in its conclusion-making. Writing headlines that hook your patient’s attention and writing sub-headers that inform your reader of what to expect to learn from the content is very important. This allows for the patient to effortlessly identify the information needed. If you can grab their attention, they will choose to read more of your dental blog. Educational, optimized headlines and sub-headers allow the search engine to assess the relevance of your content to a search. This enables your user to determine, in a few seconds, whether to continue reading.
Does Your Dental Office Need Content? AdInfusion Can Help.
To draw the appropriate web traffic to your website in order to convert them into potential patients, you need strategic content marketing. Whether your dental office requires an entire website and content to support it or just supplementary content to add to your site, AdInfusion can help. From striking evergreen pages to blog content to digital marketing assets like ebooks and email newsletter, our content marketing development is here to deliver.
Contact us today to discuss our content creation services and how we can help expand your dental services.