We purchase our fruits, vegetables, and other healthy-choices from a particular, popular grocer. The same “tastes” apply, in principle, to a best-practice for how you create and share your dental content.
Here’s the point…
“Freshness” is this national grocery chain’s core value. Walk among the produce selections, browse their extensive bulk-foods department, or shop their meat department and you’ll encounter their focus on “fresh.”
My wife and I like that. And the same concept applies to the content your patients and/or clients consume.
Who likes stale, predictability?
There’s a misguided notion (among some) that dental website content, specifically, should be all-inclusive. For example, it’s thinking that your Services pages on your website should thoroughly explain each procedure down to the detail.
Its as if some clinicians and dental professionals fear their intellectual or academic integrity is at risk if a site visitor can’t leave the webpage without CE credits.
Get a whiff of staleness…yet?
Site visitors are looking for something you might not be providing
I must admit that though I write tons of dental content – web copy, blog posts, direct mail copy, email copy, newsletter copy, etc, the general public isn’t feverishly awaiting what you’ll publish next. Frankly, it’s probably not even on their “radar” unless they’re searching for an answer or solution to what your content provides.
That being the case, why would you want to dull-down your content with same-ole-same-ole dental speak?
Face it…dental content might not be the “sexiest” but it CAN be something other than stale and predictable.
Create and share dental content that resonates and doesn’t bore!
People love a good story! And the way an effective story works is by “hooking” the reader in an uncharacteristic or unpredictable way.
Sure, most storylines follow the same general path. It all begins with a premise.
”The premise is the embodiment of a concept that weaves itself from headline to conclusion, tying everything together into a compelling, cohesive, and persuasive narrative with one simple and inevitable conclusion – your desired action.”
This is what you’re doing along the patient-to-appointment or client-to-buyer journey. Your premise will succeed when you create content for a specific person who brings a particular set of questions, problems, or assumptions to your services.
How to create “fresh” (never stale) dental content
The following four elements are a vital part of your dental content marketing strategy.
1-Take the “road-less-traveled”
Be unpredictable. You’ll gain more lasting, viral attention if you avoid predictability.
Attention gets lost on your reader when they know where you’re going. Keep them curious and your content will be irresistible.
The key to unpredictability?
Know WHO you’re talking to. And be unafraid to talk to them at a more intimate (emotional) level than is typical of marketing conversations.
Your competitors will succeed or fail at this level. Most are looking for the quick-hit, force-them-into-and-out-of-the-funnel approach.
You’ll begin to stand out when you step away from the crowd.
”Taking an approach that differs from the crowd can help you stand out, and that’s why unpredictability is crucial…” 1
Keep it fresh and your perceived value will rise.
2-Champion simplicity
Clarity rules. Your ability to distill complex subjects into readable, compelling content is essential.
This doesn’t mean you “dumb-it-down” (contrary to what some dental professionals feel more conversational copy will do). Remember you’re purpose with dental content is to answer questions, provide solutions, and compel a response…not impress with knowledge.
Relax! Your patients/clients “get” that you’re a skilled, educated professional.
Guide. Deliver substance without complicating it.
3-Keep it real
This is the human-touch your reader experiences with your content. Remember you’re speaking to a person…another human being.
Be yourself!
People are accustomed to the new realities of a social media world. Content that’s crisp and reads like you’re in a conversation is perceived as authentic.
”Your messages must communicate meaningful benefits that are also tangible.” 2
The use and communication of tangible benefits connects with your reader at an emotional level. Emotional connections keep you grounded in reality instead of talking over-the-heads of your patients and clients.
4-Stay credible
Believability is closely associated with credibility. Your content must be believable.
This is where innovative or overly creative content can miss the mark. Proof is required even more when your ideas or offers are innovative.
Avoid hype. Your content loses valuable and necessary credibility when you over-hype your idea.
Again, remember to keep it real. Your authenticity will guide the voice and tone of your content.
Do this and you’ll maintain a consistent level of trust and credibility. That translates to your readers engaging with and sharing your content…plus being more compelled to take action as a result.
A content refresh will help you eliminate predictability. Fresh is the way to go these days. Your audience will “eat-it-up.”
