Dental email marketing
How to Use Your Dental Blog as a “Home Base” to Engage Your Patients or Clients
Say what you will about having a dental blog. But your dental practice or dental business has an opportunity to capitalize.
According to Heidi Cohen you’re in a “renaissance” era for blogging.
“Blogging pioneers, Copyblogger’s Brian Clark and Problogger’s Darren Rowse, are leading the blogging renaissance. It’s documented in their discussion ‘Blogging is Back.’
They want to recapture the power and human essence of blogging, especially as an owned home base.”
Speaking of “home base.”
A high percentage of my work as a dental copywriter is invested in writing and/or rewriting webpage copy for dental practices or dental industry businesses. Another increasing percentage of my work is on the dental content strategy side of things – writing blog content for those who understand (by default or instinct) this “blogging renaissance” idea.
Yes, you need an engaging, conversationally written dental website. No doubt about that, my friends.
But building that “house” (so to speak) and not inhabiting it with ongoing, credible, and useful content (via a blog) can disconnect you from your audience.
Who’s your audience?
It’s those who search for information relative to their dental needs and/or questions. As I say to clients, “People aren’t looking to bookmark dental website copy or clamoring to read it…”
That said, they ARE searching online for answers to their questions about dental treatment, dental procedures, building their dental business, growing their dental group, etc.
Your “static content” (i.e. Your standard Home, About Us, Services pages) needs the support (now more than ever) of an active, consistently fresh blog and/or article page. Thus “home base” content that YOU own and that’s posted on YOUR online property (your website).
What’s wrong with social media?
Nothing, fundamentally. The exception is that it’s becoming more difficult for your business (including dental practices) to have, for example, a Facebook page you can effectively and profitably use without having to invest your valuable marketing dollars to maximize your reach.
What this means for you…is that you need an accessible, information-rich source of content your audience can consume consistently.
How to Use Your Dental Blog as an Engaging Home Base
1-Create and publish blog content that answers the core questions your “audience” is asking.
Start with needs. Your patient or client questions are a bread-crumb path to what’s front-of-mind related to your services.
They search…but are you answering?
“I have info on my Services pages…,” you say. Good, but remember that’s static content (meaning it rarely, if ever, changes or evolves).
Cohen highlights the 5 types of information your audience seeks,
- Product information
- Customer FAQ’s
- How to’s
- Product (or Service) styling or best-in-class practices
- Ratings and reviews
Answer questions via your blog posts that tap into those areas of interest. Use their language and speak to their emotional desires.
2-Publish dental blog posts consistently to establish presence and availability.
Consistency isn’t about being obsessive. It’s more about being present as a go-to source of useful information (content).
Know your audience and their needs. Again, this relies on your listening strategies.
Use social media listening by scanning your page feeds, comment history, etc. Open channels in your clinical and/or consultant and sales force zones – what are your assistants, consultants, etc., hearing or being asked?
Publish on theme.
For example, April is Oral Cancer Awareness month, Spring and Summer is wedding and reunion season. What are your patients thinking about during those seasons – prevention, improving their appearance, etc?
Post about the value of oral cancer screenings, preventive dentistry that decreases oral cancer risk. Publish content about teeth whitening, “professional whitening vs. DIY whitening,” porcelain veneers, dental bonding, etc.
3-Spotlight and re-purpose your dental blog content via accessible channels.
Post the content primarily on your “home base” (your dental website).
Use your email list to broadcast new and available posts. Do this when new content is published and to repurpose content that informs your patients or clients about relevant questions they’re asking (those theme seasons, etc.). Provide a blog post snippet with a clickable link to the actual, full post.
Publish an e-newsletter to your list using the full blog post as the content. Include links back to your website and use the newsletter format as another opportunity to share current promotions (do this without being salesy).
Start with these. Soon you’ll be capitalizing on the current blogging renaissance.
How “Irritating” is Your Dental Content? And is That a Good Thing?
Years ago, I heard author/consultant, Jim Collins (Built to Last, Good to Great), speak. During his talk he said something I will always remember.
Your dental marketing influence on new patients or new clients rises and falls. It will achieve greater consistency when you create and use content according to what I remember Collins saying.
He made this statement about the sharing of ideas and principles – “I want what I share today to be like an irritating grain of sand stuck in the folds of your brain…”
Not to say that you want to “irritate” new or potential patients/clients into action. But the principle applies.
Content irritation?
The goal of your dental marketing content isn’t to irritate in the purest sense of that word. It’s more a matter of sustained front-of-mind presence.
Your potential patients/clients seek their information differently these days. It’s short of reflexive to reach for a smart phone or tablet device and “Google” the answer to their “burning” question.
What shows up in the search queue is vital to your ongoing ability to reach and compel them. More often than not a link to an article will pop-up in their search results.
Are you there?
I’m talking “there” in the sense of having a consistent presence via content that’s useful and relevant to their search. They’re looking for you, a dentist, or you as a dental industry professional and their “pain-point” is the motivation for seeking your services.
Or your new patient is sitting in your operatory following the exam, x-ray, and teeth cleaning as result of your latest promotion. Treatment is necessary.
A treatment plan is being presented. They have a decision to make.
Are they prepped and equipped with the information to make the decision?
Information flows
Your target audience makes decisions based on the compelling quality of the information presented to them. It would make sense that the more, compelling, informative, useful, and available information…the better, right?
Content creates a river effect. It flows towards expectant and otherwise seeking-to-be-informed people, not unlike yourself.
You’re reading this blog for much the same reason. A need or desire for the information prompted you to click a link and read it.
Or it was shared with you via a respected colleague, friend, or social media connection (always appreciated, by the way).
Welcome to the new era of content community.
How to Use Consistent Content to Inform and Compel New Patients or New Clients to Take Action on Your Services
Use the echo-effect.
Become a voice that “echoes” in the consciousness of your patients/clients. This happens when you show up consistently on their “radar” via compelling content.
You have limited hours of operation, marketing dollars to invest, and time to maximize your connections. Content works for you around-the-clock, so to speak.
Create “echo-points!”
- Create and send emails to your patient/client list. Link to relevant blog posts, articles, and/or social media channels. Limit how much you email promotions compared with the amount of “content-echo” you distribute to your list. A will timed email with a link to a relevant content channel could tip a new or current patient/client to take the next step.
- Use voice-mail (if you must rely on phone contact) more strategically. Craft the message (content) you leave with unavailable patients/clients to include a call to action. Avoid saying “call us back,” etc. Give them a reason to feel they’re missing out on something if they don’t return your call.
- Make audio/visual content available for after-hours “echoes.” Use short podcasts, YouTube videos, Periscope, Instagram, GIFs, SnapChat, etc.
Construct a go-to archive of valuable information.
Your online presence (via a website) should resemble a library more than a digital brochure. Archived content (blog posts, articles, videos, podcasts, etc.) set you up as an authority.
- Catalog your posts and articles by category. This improves eye-scan impact and ease of access.
- Use your content platform as reference point for patient/client questions – “What’s your email address? I’ll forward you a link to a blog post/article/podcast that will answer your question…” This gives you an opportunity to “echo.”
Release your collective influence.
This follows the previous tip. Your content becomes a second voice of influence beyond yours and that of your team.
Again, having content to share increases your authority and influence. Plus, not all of your team members (you included) are rock-stars at closing the “deal.” (treatment plans, etc.).
And content relieves all that “salesy-speak” that’s so easy to use when trying to close treatment or a sale.
Content gives you permission to keep promoting – even when you aren’t present…or as a reference point when you are.
Front-of-mind consistency is the strength of your dental content. It’s the type of “irritation” you shouldn’t mind having.
How to Narrow Your Dental Marketing Message to One, Perfectly Clear Idea
“Let me make one thing perfectly clear…” How often is that said and the outcome couldn’t be further from the truth.
Clear and compelling communication is essential in today’s “noisy” marketing arena. Your dental marketing will benefit from a principle nestled within that often repeated, opening phrase.
Truthfully, when someone says “Let me make one thing perfectly clear…,” settle in to be “fire-hosed” with information. Why?
It’s not easy (or common) to narrow your marketing message down to one clear idea.
A current dental practice client has also secured the services of a branding agency. I initially wondered about the value of such for dental practice.
But…after a phone consultation prior to beginning my copywriting and content work with them, I soon saw the value of their branding strategy.
If there’s any value in today’s love-affair with “branding” it’s this – clarity!
Branding is in essence about “…making one thing perfectly clear…” And there in lies a principle that can significantly impact the effectiveness of your dental marketing content.
How to Narrow Your Dental Marketing Strategy to One, Perfectly Clear Idea (and Build Your Influence Around It)
Search for common themes
The client I earlier mentioned has found a common theme and they’re flavoring everything with it. Bottom-line: Get clear about who you are, what you deliver, and why your patients or clients are compelled to do business with you…repeatedly.
Being all-things-to-all-people is noble. But in business it can diminish your message and create sameness.
- Listen to what your patients and clients are telling you. Channel-surf their social media comments on your Facebook page or other social channels you’re present on. Dial into their review and survey comments.
- List emerging themes like “comfortable…,” “gentle…,” “on-time…,” “trustworthy…,” “delivered what was promised…,” etc.
- Highlight those thematic words and create “buyer personas” to create your content around. What you mirror back to them via your blog posts, newsletter articles, email promotions, etc will often return to you in loyalty and referrals.
Weave emotional threads into your marketing promotions
You capture and maintain interest with emotion more than you do with what’s rational or technical. It’s why today’s social marketing language is referred to as “engagement.”
Create dental marketing promotions that tap into your audience’s emotions. It’s easy to pepper your content with technical jargon or industry speak because you think that creates professional appeal. What it does is create a communication gap.
On the other hand, emotion attracts people and compels a response.
People get that you’re a doctor or specialist. That’s a given.
Remember the Three Fundamental Rules of Selling:
1. People do not like to be sold.
2. People buy things for emotional, not rational reasons.
3. Once sold, people need to justify their emotional decisions with logic. (Source: AWAI, American Writers & Artists Inc.)
What your patients/clients want to know is do you have a solution for their problem. Monetary investment typically follows emotional investment.
Communicate transferable value
Solutions to problems provide two important things. One, it proves you’re listening. And two, it transfers value.
- Deliver value via every dental marketing channel you use. Transform your dental website into a platform for value-driven content. Do more than explain your dental services, create content that reveals Problem-Solution scenarios your reader, listener, viewer can relate to.
- Deploy value-centric surveys and data gathering strategies to determine what your audience wants from you and your services/products. This is the ultimate path to branding – listening, learning, and leveraging your discoveries for the benefit of your patients or clients.
If one thing is perfectly clear it’s that branding your dental marketing has more to do with your audience than it does your creative logo, framed mission statement, or “cute” tagline.
3 Strategies for Re-Purposing Your Dental Content That’s “Collecting Dust”
Our recent garage reorganization gave my wife and I some minimalist “air.” Ultimately, it was more of a redistribution.
There’s redistribution-value in your dental marketing content, dental website copy, online engagement, and other promotions you may have tucked away. Your archives and current content sources have life left in them…if you know where to look and how to revive their usefulness.
My wife finds it especially “cleansing” to box up items and give them away. It’s our way of re-purposing resources for the benefit of someone else.
Vintage is still cool
The lure of vintage anything – clothing, jewelry, etc. – is basically about resourcefulness. It’s a trendy attempt at redistribution or re-purposing what was once everyday.
Your dental marketing promotions are no different. Each are full of themes, big ideas, features, and benefits you can easily re-purpose for a fresh return on investment (ROI).
That’s part of the “magic” of today’s content marketing strategies. Dental website services and procedures pages, older blog posts, previous newsletter editions, articles, email marketing promotions each contain seeds for new content.
How to Re-purpose and Re-distribute Dental Content That’s “Collecting Dust”
1-Scan your online reviews, survey data, and patient/client comments for back-story content.
What your patients/clients tell you about your services reveals more than a virtual “high-five.” Look for questions, emotional-buying motives, pains, problems you solved, solutions your delivered.
- List emerging topics, themes, and ideas for how your can re-distribute the content.
- Create blog posts, newsletter articles, case studies, themed email series’, and themed landing pages.
2-Re-package blog and article content for a new or different “audience.”
Your patients/clients each consume content differently. And they access it in a variety of ways.
- Reach your “audience” according to their preferences. Implement some content experiments and track your responses. Try visual content via YouTube, Pinterest, or Instagram. Or re-purpose visual content into readable content via your blog or newsletter articles.
- Look for themes and ideas within your content channels. Your main website platform copy can be sub-divided into topics of interest. Scan your Services/Procedures pages for topics.
3-Audit your website platform for readability and call-to-action outcomes.
Many dental websites could use complete rewrite. Why?
Perhaps the content is outdated, is overly technical, isn’t mobile responsive (i.e. it isn’t easily read on a smartphone or tablet), is too wordy and full of feature oriented fluff and industry-speak.
Simple upgrades can revive a poor performing, uninformative website.
- Re-purpose service and procedure copy themes into blog posts or articles. The place to be more informative and technical (with reader in mind) is on a blog/article page instead of giving them everything on your main/internal service pages.
- Remove flashy banners, overused images, and “cute” headlines. Tell your reader something valuable. Create benefit-focused page headlines and sub-heads. Use benefit-oriented bullet-points on pages to improve readability (readers scan web pages they read blog/article content – keep this in mind).
- Compel your site visitors to take a specific action on each page. “Contact us…,” “Schedule your next…,” “Request…,” “Call us…,” etc are call-to-action words. Tell your reader what to do, tell them again, and…you guessed it…tell them yet again. Eliminate passive, permissive wording and replace it with a specific action to be taken.
You have more value in your existing content than you may realize. It’s time to re-distribute it.
The Power of One Word That Increases the Emotional Response to Your Dental Marketing Content
I underestimated how much a simple, handwritten note could encourage someone my grandson’s age. It’s the same power that intentional, personal content has over generic, every-person content that’s common in marketing, including dental marketing.
The note to our six year-old grandson arrived in a hand addressed envelope. It was from one of his children’s ministry leaders at our local church.
The message was simple. It affirmed his consistent presence there weekly, acknowledged his growing leadership, and offered some encouragement to his ongoing spiritual growth.
When I read the note to him, his face immediately revealed the power of personal words. His response – “Read it again, Gpa…,” something he asked me to do not once, but two more times before tucking it back into the envelope with a smile.
“You” trumps “We” (and other generic, impersonal content).
Here’s what I know from experience. Had the note been a computer generated, typewritten “Hey, <FIRSTNAME>…” form letter I don’t believe it would have made the impact it did on our grandson.
Sure, there’s a time and place for template reply mail. But I must admit, in this highly engaged, data-driven world we live (and market) in, that brand of content is received with increasing feelings of, “Oh, another form-letter…” [tossed in trashcan alongside other junk mail].
Communicating with a specific person in a way that’s impersonal, collective (just one of the crowd) fails to make the necessary, emotional connection that compels a profitable response to your content.
When your website copy, marketing promotions, email marketing series’ – you name it – speaks to more than “One” person it misses it’s intended goal.
You are hard-wired to respond emotionally when communication is aimed directly at you…personally! If you even smell that the message is mass produced, I get it, you’re out and on to something else.
How many life-changing products and services are lost on generic blasts that feel as if it’s intended for anyone who happens to pick it up? That all changes when it feels like the words are for “your-eyes-and-ears-only.”
How to Use the Power of “You” to Increase the Emotional Response to Your Dental Marketing Content Online or Offline
Make it “personal.”
Picture yourself having a conversation with one person. When you write content, speak into a microphone on a podcast, or look into a camera for a YouTube, Periscope, or Blab broadcast imagine there’s one person in front of you.
Eye-to-eye toned conversation will reach out from your words and make an emotional connection. And that’s the kind of connection that compels your reader/listener/viewer to take action as result of your content.
- Read everything about your “audience” until a clear, individual persona comes into focus.
- Believe that what you are sharing via your content will change that one person’s life in some way.
- Think like that one person and talk to yourself as if you are them, hearing what you’re communicating. How does it sound? Would you do what you are asking them to do? Etc.
Talk don’t tell.
The power of “You” focused communication is it’s conversational voice or tone. Are you motivated as much by technical, overly-hyped verbiage as you are by clear, down-to-earth, let’s have a chat themed conversation? I think not.
- Write like you talk. Simply and clearly speak to your reader, listener, or viewer as if you are one-on-one…face-to-face over a cup of coffee.
- Speak “with” not “at” or “to” your reader. They can sense if you’re not personally interested in THEM the moment you act like you’re trying to impress or “sell.”
Get intimate.
Think of intimacy as being up-close-and-personal. I’m not saying be a “close-talker” (if you’re a Seinfeld fan you’ll remember that classic episode).
I’m referring to the shift from generic, crowd-centered, mass-marketed marketing hype to assuring your reader/listener/viewer that you’re into THEM. Their needs, wants, desires, emotional-drivers, pain-points, etc.
- Find your intimate voice. This starts with using the word “You” as much as possible throughout every piece of content you create.
- Be so “You” intentional that your reader/listener/viewer considers you their new “best-friend.” Intimacy doesn’t have to be weird or touchy-feely. It’s a connection.
- Put yourself in their “shoes.” This includes admitting your understanding of their needs, wants, and desires as you admit your “weakness” when appropriate. See their battles and stand in the fray with them.
That note my grandson received… It’s prominently posted on the wall of his bedroom.
The same emotional response applies to the person consuming your content. Keep it personal.
2 Strategic “Pushes” That Build Sustainable Momentum via Your Dental Website
I use an iPhone 6 Plus for a variety of reasons. And I bring this up not to debate iOS over Android.
My love for smartphone technology illustrates a dental marketing sub-strategy that can save you time, financial investment, and create a more sustainable return on investment (ROI).
I, like you perhaps, embrace smartphone technology (whatever your preferred “flavor” of device) for a simple reason. It’s more productive having one-touch access to the apps that enable me to sustain my life and my growing business.
How sustainable is your dental marketing?
Judging from the consulting and web copywriting I do, your website has ceased to be a thoroughly one-push, sustainable asset. Don’t get me wrong, you need a web platform if you have any hope of building your dental practice or dental industry service business.
There’s a deeper issue. And it has to do with (in principle) what I prefer about smartphone technlogy and my chosen apps.
Jim Collins further illustrates my point with a principle from his book, Good to Great.
“Picture a huge, heavy flywheel – a massive metal disk mounted horizontally on an axle, about 30 feet in diameter, 2 feet thick, and weighting about 5,000 pounds. Now imagine your task is to get the flywheel rotating on the axle as fast and long as possible.
Pushing with great effort, you get the flywheel to inch forward, moving almost imperceptibly at first. You keep pushing and, after two or three hours of persistent effort, you get the flywheel to complete one entire turn.
You keep pushing, and the flywheel begins to move a bit faster, and with continued great effort, you move it around a second rotation. You keep pushing in a consistent direction. Three turns…four…five…six…the flywheel builds up speed…
…Then, at some point – breakthrough! The momentum of the thing kicks in in your favor, hurling the flywheel forward, turn after turn…whoosh!…its own heavy weight working for you.” (p.164)
Your dental website is your initial “push.” It gets the wheels-turning, so to speak.
But…
It’s far from a be-all-to-end-all…“We’ve-got-a-website-whew-now-let’s-wait-for-the-phone-to-ring-with-new-patients…new business” brand of ROI! Far from it.
It’s a start. And a good one, especially if you’ve populated your webpages with compelling, benefit focused, call-to-action copy.
Remember Collins said that your “breakthrough” comes when “…The momentum of the thing kicks in in your favor, hurling the flywheel forward, turn after turn…whoosh!…its own heavy weight working for you.”
Two “Pushes” That Build Sustainable Momentum on Your Dental Website Platform
1-Accessible digital content
Accessibility is huge for me. Thus my iPhone “addiction.”
It’s beneficial (for me and perhaps you) to have access wherever I am to my preferred sources of information beyond the basic ability to make a phone call or send a text message.
Most of your patients and clients have the same affinity for easy-access too.
Few, if any, wait to arrive at their home or office to pull up your dental practice or dental business website on their laptop or desktop computing device. Like you, they “tap” their handheld device (smartphone or tablet) in the moment, wherever they are.
The big question – are you accessible? Of further importance will they clearly find a solution to why they’re searching in the first place?
- Reduce the word-fluff on your web pages. This engages your on-the-go types who want a cut-the-chase amount of information to help them decide to schedule with you or purchase from you.
- Go with a less-is-best mindset on your website. Let’s not debate page word count. Better to review your web pages from the viewpoint of a handheld smart device using, busy, waiting-in-line, immediate access oriented site searcher who wants the essence of what you can do for them rather than a CE course level explanation.
2-Anticipatory solutions for problems
Get in the mind and emotions of your patients or clients. When you do you’ll discover layer upon layer of questions, desires, goals, etc.
Questions are a gold-mine for content topics. Your blog posts, newsletter articles, email promotions and other marketing strategies are the perfect place to answer what’s being asked with the unique solutions you provide.
- Develop a strong, gut-level bias for the questions or problems that drive your “audience” to seek solutions.
- Tap into your online reviews and unpack what they’re praising or criticizing. Create content that answers their comments.
- Train your front-office team, chairside assistants, dental hygienists, or field reps to ask questions that uncover the solutions your patients or clients seek.
Your initial and ongoing “pushes” create momentum. Access and available solutions make you a valued resource to your dental patients and clients.
Your Simple Strategy for Becoming a Memorable Dental Industry Authority
I attended a memorial service for a family member of a long time neighbor. What I encountered has been my experience many times over about leaving a legacy.
It also brought to mind a principle that can turn your dental marketing content into something memorable rather than something forgettable.
A son of the deceased offered a touching moment during his eulogy. Now in his 50’s (I assume), he recalled a moment with his dad when he was five years old.
Age five! It’s not unusual that your best memories are those simple moments that revolve around a lesson learned or practical, loving words related.
And it’s equally true that your dental marketing content, promotions, emails, whatever strategy you choose are most memorable when they do one thing.
Answer a question
Content marketing – in any niche’ – is really that simple. It’s as uncomplicated as listening to your audience – their questions, their problems, the deeper issues they face and writing useful answers to them.
A bias for helping
Marketing can easily digress into an attempt to impress. You can be lured into the latest online trend or be tempted to talk…talk…talk about all the nuances and technical eye-candy associated with your products, services, and procedures.
That’s common. But…it’s as forgettable as a laugh inducing, Super Bowl commercial that’s creative and entertaining but fails to connect you with the product and leaves you asking, “Now what was it they were promoting?”
What connects gets remembered
This is why it’s vital that you know the intrinsic value of your dental content. I’m frequently asked a couple of questions about dental industry websites.
1-“Do we really need blog posts/articles on our website?” 2-“How frequently should we publish blog/article content?”
Those questions reveal a need AND a strategy. And I’ll take a strategic approach to answering them because in essence that’s what I seek to do here on my blog each week – answer common questions (expressed or implied) with useful answers.
Your Simple Strategy for Becoming a Memorable Dental Industry Authority Whatever Your Specialty Is
1-Intentionally invest your best marketing energy (and dollars) in publishing useful information.
The simple answer to question 1 – “Do we really need blog posts/articles on our website?” – is “YES!” If for no other reason, it reveals you’re listening.
And that’s the essence of content marketing. To listen is to have no other alternative but to be useful..helpful.
As a dental professional you do not have the practical opportunity to be face-to-face for as long as it would be necessary to answer your patient or client questions. Timing is an issue as well.
Your clients and patients often do not have questions during the hours you’re available in-office or on-site. But they will search for them via their mobile devices, smartphones, tablets, and other available technology that gives them online access.
My question for you: “Will you show up in their search results?” And if you do, will they find the memorable answer(s) they’re searching for? (I’ll cover this in greater detail in future posts. Stay tuned.)
- Set up “listening outposts” throughout your dental practice or dental service business. Your dental assistants, dental hygienists, front-desk business team, customer-service reps, field consultants, managers, etc are your “ears.” Ask them to keep a running list of the relevant questions they’re asked by patients or clients. Review your list regularly.
- Hire a copywriter/content strategist to create blog/article content around simple, non-technical answers to those questions. Why hire? Because you’ll delay what you do not have the time (or expertise) to do. Content marketing is as strategic an endeavor as it is simple. There’s an art to writing an SEO optimized, practical, informative, readable, and actionable post or article.
2-Apply a publishing frequency that’s driven by your desire to establish yourself as the go-to authority.
The answer to question 2 – “How frequently should we publish blog/article content?” – is not as much about saturation as it is about being compelled to deliver valuable information.
If you’re listening…really listening to your “audience” you will always have something of importance to share. Now it’s more a question of strategic opportunity.
- Publish/post your blog/article content at a minimum every other week and at a maximum every week. Consistency plus informative value is the-new-black. Gone are the days of content mills that write a paragraph or two packed with dental keywords on a topic that is written about for the sole purpose of baiting the search engines. It’s essential that you create and deliver content that has substance. And your substance comes from “listening” to your audience.
- Monitor your published content via online tracking tools and good-old-fashioned conversation. I’ll cover the practical side of online search tools in another post. For starters, lurk around in your web hosts built-in tracking systems. Ask your IT team or an up to date, tech-savvy colleague about the best apps or software that will give you a window on your content “love.”
Really, it’s all about the “love.” Love for your audience, for your expertise, and the memorable value you consistently deliver via your content.