“A carpenter or a wheelwright can give another his compass or T-square, but he cannot make another skillful.” Mengzi
Words are neutral. What’s not (neutral) is their use when it comes to your dental content marketing strategy.
The word “strategy” implies that there’s a necessary element for connecting with your patients or clients.
Brian Clark shares this simple definition of strategy:
”A plan of action designed to achieve a major or overall aim.”
No doubt, you’d agree that a strategy is vital to your dental marketing success.
But here’s a question…
Is everyone a content strategist?
The short answer to question is – “No!” According to Mengzi (quoted above) not everyone who holds the “compass” or “T-square” (for example) of content creation is a strategist.
- Strategy takes time.
- Strategy involves listening.
- Strategy solves problems.
- Strategy answers questions.
- Strategy compels a response.
Each indicates a planned and documented approach. Content Marketing Institute (CMI) research confirms the results of documenting your strategy:
”You’ll be far more likely to consider yourself effective at content marketing.
You’ll feel significantly less challenged by every aspect of content marketing.
You’ll generally consider yourself more effective in your use of all content marketing tactics and social media channels.
You’ll be able to justify spending a higher percentage of your marketing budget on content marketing.”
Still, you might not consider yourself a “strategist” and that’s okay.
Help’s available…because face it…you’re busy enough as it is – seeing patients, nurturing client leads, managing a practice or an organization, etc.
Simple Steps to a More Strategic Approach for Using Content in Your Dental Marketing
- Take “Time” to Get Acquainted
“Scheduling” or “selling” requires knowing who you’re attempting to connect with. We’ve talked about buyer personas before and for good reason.
According to Brian Clark,
“Your first step is to do the research that allows you to create a fictional, generalized representation of your ideal customer (patient).”
Put their problems, questions, and motivations first. It’s time well-invested getting to know WHO you’re trying to reach.
- Invest Your Energy in “Listening”
Once you know “who” you’re talking to the “what” will naturally follow. The content you share is shaped by how well you intentioned you are to listen.
- What’s concerning them?
- What’s causing them “pain” or problems?
- What’s it like to walk-in-their-shoes?
A big part of the “what” also involves influential touchpoints. 1
- Compel a Response by Solving Problems and Answering Questions
Creativity for creativity’s sake misses a ton of opportunity. It’s easy to relegate marketing to some catchy, cool-sounding slogan…but you will often fail to achieve the goal – compelling a response.
”The “what” tells you how to craft an overall narrative with a through line that ties directly into the prospect’s (patient’s/client’s) motivation for change.
“Instead of guessing blindly, you’ll deliver the perfect analogies, anecdotes, and metaphors that make your ideal prospect view you as the only reasonable choice. 2
That’s a “choice” you can bank on…right!? And it comes as the result of you choosing them first. This naturally leads to a much more authentic dental content marketing strategy.
- https://www.copyblogger.com/content-marketing-strategy/ ↩
- https://www.copyblogger.com/content-marketing-strategy/ ↩
