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What Makes a Great Dental Blog Post?
“A blog post…, you say? First, let’s be realistic!”
Writing takes time. And most days as a dental professional that may be in short supply. You have patients to treat and a practice to run and promote.
Perhaps you already know the value of blog content to your dental website platform. But keeping the flow steady and the quality high…that’s another challenge.
A process will help
Dentistry is subject matter you know something about. Dental content might not be all that “sexy.” But creating a steady flow of it can be easier with a system in place.
The first step in the process is committing to content creation. Your search results and online influence will rise the more useful content you publish.
Next, is quality. Too technical or wordy and you’ll lose your reader. Too brief or unprofessional and you’ll also discredit yourself.
Make a commitment that you’ll provide ongoing, quality content. Here are some field-tested insights into the making of a “great” post.
1-A benefit-focused headline
The headline will, in essence, tip your reader in the direction of the blog’s topic. A great blog post is laser-locked on one big idea, about solving one problem, by telling one compelling story.
One and done! A great blog post engages the reader from the start.
A benefit-focused headline peaks their interest and lures them into the content. The more specific the better.
Too often headlines provide an easy off-ramp for your reader. A headline can be the first (and last) thing they see before clicking away from your content or…your site.
Experiment with a variety of headlines options. Do they compel you to read further? Is it obvious that “help” is on-the-way if they read the post?
Headlines require a high level of attention before you publish.
2-A compelling opening (lead) paragraph
You’ve probably heard the saying, “You never get a second chance to…make a first impression.” That applies here.
Remember your headline raises the curtain on the “story” you’re about to tell. And it’s a story that you have little time to set up.
Dive in!
Wait…why so fast?
Attention spans are short. And online readers have notoriously short spans of attention.
Journalists get it. They’re trained to not “bury the lede.”
If you snooze-them-you-lose-them!
A bold question. A quote. An attention-getting statement.
These will help engage your reader.
3-“Meat”
You know, as in give them something substantial to “chew” on.
The goal is helping them make an informed decision about a particular dental service or treatment. Paint the picture starting with the problem then lead them to a solution.
Again, keep this to one big idea. If you wander all over the map they will too…right off your page.
- Use benefit-charged bullet points. Online readers like to scan. Make sure when they do that they’re getting the substance of your content in small “bites.”
- Break up the post with subheads. Keep them benefit oriented and compelling.
- Avoid “cute,” cliched statements. Be creative but not to the extent that you lose your reader by trying too hard to impress them.
The best impression is how your content answers their burning question or solves their problem.
4-It compels them to do something
This is where you wrap it up. Avoid being vague or too general.
The more specific your closing the better. What do you want them to do? What’s your call-to-action?
- Call us now…
- Schedule your next…
- Contact us for more information…
- Refer family or friends to…
- Leave a comment…
- Ask us about…
Be specific. And fearlessly “tell” them what to do.
These four tips will help you frame a great blog post and evaluate your content.
Remember that the beauty of digital (online/web) content is that it can be repurposed and republished when necessary. And if your time is lacking…why not ask for assistance?
What a Back-Handed Criticism Taught Me About Watching My Language and How It Can Improve Your Dental Website Content
A criticism recently got under my skin. I prefer to roll with push-back but this one irritated me given my experience and expertise.
It involved a discussion about a website’s language, tone, and readability. By the way, each are vital on your dental website and in your dental marketing.
Let’s make one thing clear – I speak English as my first and only (for now) language.
I’ll explain why I’m sharing that bit of trivia in a moment.
My first words as a child were in English.
I’ve sat through boring English classes (no offense teachers or professors) at a high school, university, and post-graduate level. And as a professional copywriter and content marketing strategist I’ve had to unlearn a portion of what I was taught (some rules of grammar DO NOT APPLY).
I’ve learned about “word-economy” (how to say the most with the least amount of words) from some of the world’s best communicators and communication coaching settings.
Plus…
I have over three decades of experience using the English language to persuade, compel, inspire, motivate, celebrate, and comfort.
I have tens of thousands of hours writing and delivering presentations as a public speaker in a variety of venues using (Bingo!) the English language.
And I have close to an equal number of hours as a trained, professional writer/copywriter commanding the English language on behalf of my own and my client’s services.
So when I was questioned by a client (trying to make a point) whether English was my first language, understand why I was ticked. To clarify, the whole issue wasn’t about my alleged “butchering” of the English language.
The issue surrounded the voice, tone, and general design of the language that’s effective on a dental website. Dental practices and dental marketers often hire me to rewrite their content because what’s there lacks all the above – compelling voice, tone, and readable design.
What’s the deal?
The default on many websites (dentistry is no exception) is high word count (that lacks flow or purpose), wordiness (fluff and bloat that doesn’t offer solutions), and feature-heavy (”Hey, look how state-of-the-art equipped and educated we are…” with few if any stated benefits to the reader/site visitor).
Too strong?
Is it too strong a criticism if your readers aren’t compelled to read past your Home page graphics and headline? Or if your copy/content reads like a chapter out of the most recent CE course you took on osseointegration (i.e. it’s full of dental-speak that only dental professionals use and understand).
I’m not implying that your dental website copy or your dental marketing content should be “dumbed-down.” Frankly, that’s an insulting way to describe copy and content that should, above all, compel people to use your services to improve their health.
But for goodness sake make it easy for them to read and know what action to take next!
How to Create and Deliver Dental Content that People Can Understand and are Compelled to Act On
Watch your language.
Language is about being understood. It makes sense that if you need an interpreter or if your reader must Google the definition of a particular word or words used in your content – it’s not connecting!
Your readers connect with you word to word, line to line, and page to page IF they understand what you’re saying.
- Write your dental content for the general public. The education level of your target audience isn’t the benchmark. The benchmark is speaking clearly and compellingly about your services in a way that leads to a specific, intended action like a scheduled appointment, client contract, etc.
- Know your readers. Listen to their pains, concerns, and goals. The late, writer and leadership consultant, Stephen Covey, said it best, “Seek to understand then to be understood.” There is no connection without knowing. Knowledge of your readers leads to understanding what they lay awake at night thinking about, feeling, etc., that compelled them to land on your website or read your content in the first place. Write to that!
Take-that-tone.
Language is about understanding. Tone is about being heard.
Our grandson will ask, “Are you mad at me…?” It surprises me when he asks that because in the moment I’m not “angry” with him at all.
In reality, he’s perceiving my mood by the “tone” he’s hearing in my voice. If I answer a question somewhat “short” or abruptly he hears anger when I’m simply being brief and to the point.
- Write in a conversational tone. Use this tone more than 95% of the time in your dental marketing content. Why? It works because writing how you talk is how you’ll best be heard and get your point across.
- Keep the tone casual, crisp, and to-the-point. Punchy, short sentences compel better than long, rambling, wordy sentences. Remember, with content, being heard starts with being easy to read and follow.
Raise your voice.
This isn’t about volume. Voice is about being relevant.
I’m talking relevance to your audience. Okay, to soothe your occasional need to feel all intellectual and academic – if your audience is other dental professionals or colleagues go ahead and unload all the dental-speak you want.
That’s fine. They get-it.
But…
That’s not your audience on your dental practice website.
- Again, know your audience. Most of the time it’s everyday, ordinary people who have the need to visit your dental web pages because of mouth pain or some other oral health related issue. Period.
- Know how to use your voice. Internal web pages (Home page, About Us page, Services/Procedures pages) are for quick-scanning, easy-to-read, call-to-action content about the basics of your dental services. Your blog/article pages are for more detailed, educational, albeit easy-to-read and informative content that compels them to trust your expertise.
Now, was that so difficult to understand? I’m a bit tongue-in-cheek with that question.
I’m also biased about the language, tone, and voice you use on your dental website and in your dental marketing content.
Keep it real. And whatever you do, keep it readable. Or…your site visitors and readers are gone with a “click.”
That should really get-under-your-skin.
Why “Tasty” Associations are Way Better than “Deadly” Assumptions in Your Dental Website Content
It was a random, out of season, statement. Especially during the heat of July.
There’s a gap between making an association and making an assumption. One can benefit your dental website content. The other can hinder it’s impact.
The key is playing to your strengths. Especially on the benefit side.
Our grandson was thoroughly enjoying some chive and onion cream cheese spread during a family gathering. Scooping a glob of deliciousness onto his cracker he commented, “This dip tastes like Christmas…”
We laughed at his seasonal leap from the summer, mid-year heat to thoughts of cooler temps and holiday gatherings. I found it interesting that, at his young age, he could make such a brilliant taste association.
A matter of taste
You have the benefit of associating certain tastes, smells, sights, and sounds with experiences. Some good and pleasant. Others bad and unpleasant.
You hear a song on the radio and you’re immediately transported to another time and place. The smell of a certain food overtakes you and you’re immediately back at grandma’s dinner table.
Your dental website also comes with a certain set of associations. I’ll deal with some “deadly” assumptions in a moment.
The moment a search lands someone on your site you have an extremely limited amount of time (as in seconds) to form an association for the reader. In fact, you have somewhere between two and five seconds to be exact.
“Guilt” by association or “death” by assumption
If you have a choice, in my professional opinion it’s better to be “guilty” on the association side of your web content than it is die a slow “death” by assumption.
Here’s an example of making an assumption: The more you say about what makes you different or better than another dental practice down the street will lead to more scheduled treatment.
It’s better to lead your website visitors to make an association. For example, your dental website should remind visitors of what they will receive by scheduling or doing business with you. Create website copy/content that answers the question, “So what…?”
“So what…,” you have a new state of the art digital x-ray device – how does it benefit the patient?
“So what…,” your dental practice features a lobby coffee bar, satellite TV on three, 60 inch, HD tv’s, and warm towels in the patient exam rooms – list a deeper benefit for each of those.
Those and many more are excellent (and overly promoted) features associated with many dental practices these days. The key: connect them with stated benefits.
Another assumption: The more words I have on my web pages, the better my search results will be.
It’s common to assume that more is better. That more words makes you more legitimate or search engine friendly.
Not. So. Much.
In fact much or more is not always better.
Try this association: Your readers will better associate with your dental website copy when it’s simply and usefully worded. Remember “fluff” and “bloated” page content bores and prompts a click away from the page.
Create website copy that’s readable, “You”-focused, easy to navigate with benefit oriented bullet points, and plenty of eye-appealing white space.
And yet another assumption: Your website will create all the response you need if it’s full of eye-candy graphics, images of smiling, “beautiful” people, and a trendy looking design.
Compare dental websites in your area or community. Make note of the stock images you find that are used on your site and/or a number of others.
This creates a deja-vu feeling – “I’ve been here before…next!”
And with a click they’re gone. Translation: new patient, next treatment, production…lost!
Association: Your site visitors will respond when you compel them to. Website visitors respond when they’re told what to do next.
And that next step is easier because you have a clear call-to-action. Create compelling, call-to-action copy and links on every web page.
Answer the question clearly: “Where do I go/click next…?” Use action words like, “schedule,” “call us…,” “contact…”
On your dental website one paragraph of copy/content should naturally and compellingly lead to another. Design useful, informative, benefit-focused, action-friendly web pages throughout your site.
Make no “deadly” assumptions. Instead, create new, fresh associations.
You’ll create site visitors who say, “This reads (”tastes”) like a dental provider I could schedule with.”
And isn’t that why you have a website in the first place?
13 Clues Your Dental Website is Leaking (And a Few Strategies to Fix It)
Words I don’t like to hear – “Honey, the carpet in the extra bedroom is damp.” My first thought: “We’ve had a ton of rain in recent days….,”
But that wasn’t it.
Perhaps you can relate on an entirely different level. Like, “Hey, our dental website doesn’t seem to be generating many leads lately.”
It’s a common issue. And it’s especially true if your site is one of those business “necessities” that you had designed and have not given much thought to since.
My household disaster culprit was much the same. The out-of-sight-out-of-mind hot water heater had begun to fail and slowly leak.
The end of its usefulness
Websites, like household appliances, wear out. In our case, we got a ton more years out of this faithful water heater than should be expected.
It’s a good thing when your resources last longer than expected. And it’s better when you get a heads-up that a change needs to be made before more damage is done.
Is your website leaking?
A strange question, right? But a solid, up to date, useful website platform is essential to your digital marketing success today.
Let’s diagnose it for a moment.
Your website is “leaking” if:
1-The copy/content on your pages hasn’t been updated in, like, 2 or more years!
2-You rely on flashy, moving, revolving, explosive, eye-candy (shall I continue…?) banners to call attention to your pages.
3-Your page copy is a technical, wordy, encyclopedia-like collection of “dental industry speak” that only you and anyone with enough CE credits would understand.
4-You use fine-print to tell site visitors/readers the real “deal” about your services and promotional offers.
Your website is “leaking” if…
5-The word count on your main pages and sub-pages is bloated with more than 500 words each.
6-It’s so keyword dense that the copy doesn’t flow.
7-You use the words, “state-of-the-art,” “cutting-edge,” “Welcome…” and other basically irrelevant, feature-heavy words to describe your services.
8-The word “you” is rarely if ever used because your copy isn’t reader focused.
9-Your copy doesn’t offer compelling benefits focused on why your readers should choose your services.
10-There are few if any calls-to-action that guide the reader where to “click” or navigate to next.
11-The bottom-line of your site doesn’t compel readers to schedule, request more information, hire you, read more, or take some relevant action.
12-You say, “Blog?…What blog…?…I don’t have time to blog…?”
13-Or…”Social media buttons…what are those?…and what would I do with them if I had them?”
Any of the above mentioned true? If so, your website could be leaking as we speak.
Let’s fix this, shall we?
For starters…
- Make your dental website a platform instead of a digital brochure.
- Use your website as a content delivery machine. Update your content consistently via your blog or article page.
- Showcase your authority and professional expertise by having an educational mindset.
- These days information creates opportunity. Create an informational stream relevant to your specialty or services.
- Think blog posts, webinars, podcasts, downloadable simple, short ebooks. Answer your patient’s and client’s questions through these content sources.
Begin to plug the leaks in your website with these strategies. And ask for help if you prefer to stay in your wheelhouse of daily expertise.
Leave website copy and content creation to…well…those who do this all-day, everyday.
How to Build Your Dental Marketing Plan Like a Dance in the Summer Rain
I envied her the moment I saw her walking along the curb in the street outside my office window. Nothing was stopping this mom and her two preteen daughters from thoroughly enjoying the drenching downpour of a summer rainstorm.
What if you could free yourself from boundaries in your dental marketing? Being aware you have them is the first step towards a new era of effectiveness.
The mom’s and daughter’s laughter made me curious. And my curiosity was quickly turned to thoughts of how freeing it is to lift your arms into a summer downpour with no fear of getting soaked to the bone.
Everything in me wants to live that way. More of that freedom desire is in me for how I write, market, and run my growing dental content and consulting business.
Think free-range
Most of my life, I’ve been an outside-the-box, color-outside-the-lines kinda guy. Cliche’ as that sounds, the core value could be the difference in how you connect with your patients and/or clients through your marketing.
You build an audience these days by…
- Content that sounds like a conversation more than a used-car-lot sales pitch.
- Connecting with people in a social media environment more than an invasive, in-your-face marketing campaign.
- Compelling people to do business with you as result of your freely shared, easily accessible, useful knowledge and expertise more than dropping people into a sales funnel to see who survives the process.
What I’m saying is – untether yourself from how it’s always been done…how it’s currently being done (in some instances)…and get out there in the downpour of possibilities.
What’s possible?
Let’s get practical. You own a platform on which your services are the main course.
As a dental provider you’re known for providing treatment that helps people eliminate their pain, maintain their health, and look better. If you’re a supplier, consultant, or marketing firm you’re a connector that delivers the goods to help dental providers do their job effectively.
None of that’s ground breaking information, I’m guessing. But it’s a perspective that shapes a few possibilities you might have forgotten or not pursued in your dental marketing.
Build your dental marketing plan like a dance-in-the-summer-rain (Why it’s okay to free yourself from how you’ve always done it)
1-Get comfortable with creating useful content around your professional expertise and services.
The easiest and yet most ineffective thing about your dental website?
You can set it and forget it.
But forgetting it no longer has the effect it once had. Why?
Google values content…content…content. Not just any content, rather content that’s fresh, relevant, and useful to your market…and delivered consistently.
Keywords matter (don’t misunderstand) but they’re no longer the magic dust they once were.
Use them. Just don’t abuse them.
What do I mean?
Baiting your website with keyword data to get the search hits is old-school. And it’s especially confining (not freeing at all) if it’s ALL you rely on to get found in your local search results.
Pay as you go is another, still popular, option. Google ads are effective but their scalability is lacking if you want to invest available marketing dollars elsewhere.
Here’s your elsewhere…and it’s totally free-ing!
- Brainstorm all the topics you can think of that serve your patients/clients. Then consistently create blog posts, enewsletter articles, podcasts, etc and share them with your list.
- Listen to your patients/clients. What are they telling you about their pain, problems, need for solutions, etc.?
- Scan your testimonials and reviews for “nuggets” of info you can build content around.
And if all this sounds time consuming and out of your wheelhouse –
- Hire a copywriter/content writer to do the “heavy-lifting” while you stay on your game in dentistry.
Sound good?
2-Build relationships with social media and use the connection to help people with your expertise.
Social media isn’t all cat videos (those are hysterical), images of your latest root canal procedure (gross), or a group photo standing under your latest proclaimed state-of-the-art technology or service you invested thousands of dollars to promote at your booth at the recent industry convention (who cares…wait…that was rude…sorry – but you get my point…hopefully?).
Conversation is the essence of social media. And it’s dialog that often, if not most of the time, revolves around the sharing of knowledge based content – yours or someone else’s.
Social media is a wasted tool, if…you’re only talking about yourself and not helpfully engaging people in conversation around…wait for it…your “greatness.”
I use that term “greatness” loosely.
Face it, you ARE great. You have skills, expertise, authority…and by-golly people like you! Or they should, right?
Dance in the social media rain, my friend.
- Post useful info/content on your dental practice Facebook page.
- Link to your blog, latest podcast episode, or another industry colleague’s content via your Twitter feed.
- Picture your practice culture on Pinterest or Instagram.
- Tell a story with video on your YouTube channel.
And remember…
3-People do business with those they know, like, and trust.
Trust grows over time when you help people deal with their pain, problems, and related challenges. It’s vital to your marketing relationships (that’s what they should be) that you don’t give the you’re-just-a-name-on-my-huge-aren’t-you-impressed-with-the-size-of-it-list impression.
Lists are essential (treasure them). Marketing funnels work (careful you don’t abuse the privilege of your list trusting you to promote to them).
Marketing is ultimately about sharing information or services that help and potentially change people’s lives.
And you can do it with an effortless humanity that people feel more compelled to give you their time…and money.
Be that person. It’s the principle behind why I stopped working for a moment to watch a mom and her daughters dance joyfully in the rain.
- Lose the marketing tone, schtick, or whatever you want to call it. Be yourself by talking like a human being to other human beings.
- Evaluate your marketing copy and content by it’s dance-in-the-rain, conversational, realness. Write (and market) like you talk!
- Preserve people’s trust once you’ve earned it. Keep giving away content (blog posts, podcasts, newsletters, reports, webinars, etc.) because it helps them.
Then…
Enjoy the returns on your investment. Celebrate them like a soaking dance in a summer downpour.
2 Core Content Strategies That Give You an Edge in Your Dental Marketing
Our soon-to-be six year old grandson lives every moment full of anticipation. And we love the satisfaction of being able to respond to his hopes for fun.
You’re in a unique position to be responsive in your dental marketing. And the satisfaction of your patients or clients depends on you being prepared with a core content strategy.
All our grandson had to hear was the word, “Zoo!” The mention of that word signaled what my wife and I already knew would make him happy.
It’s a grandparent thing. We know him. And we know what fills him with hours of joy.
Start with what you know.
When you know someone you’re in a position of leverage. In recent posts I shared the true value of your website platform (PC) and what leverage means to your authority (AC).
Knowledge also equips you to respond.
People expect a response these days. You send someone a text and if you get the “bubble” (indicating they’re reading it) on your screen with no reply you think – “Hey what’s the deal?”
Or you send an email or leave a voice mail. Hours…days go by and no reply. Wow!
Customer service rises and falls on quick, adequate, satisfying response.
Responsiveness rules.
Think of your patient’s or client’s digital (online) presence as a sort of third “ear.” It’s where you apply your responsive listening skills through the use of what let’s call “Responsive Content (RC).”
You’re essentially in the problem-solution “business.” People search for you and your services because they’re in pain (problem), lack knowledge about maintaining their health (problem), or perhaps lack the resources to solve either circumstance (problem).
Communicate where people are listening.
What’s the quickest way to respond these days? And where do your patients/clients access that information?
It seems appropriate to respond digitally rather than using snail-mail or direct mail. If you want to connect in real-time you can’t beat the digital response.
Two digital content strategies you must be prepared to use if you want to master a responsive reputation.
Work your email list.
The most abused and at the same time under-used responsive content (RC) tool you have is e-mail.
Why abused?
Because you could fail to understand the intrinsic value of permission. And if you have permission don’t discount what it means to treasure it as a trusted relationship.
Certainly, you know what it means to be spammed. If not, scan your email inbox and evaluate those who emailed you.
What’s their relationship to you?
Someone you requested info from?
Someone whose content you find useful?
And while we’re on the subject of “usefulness,” here’s how to get the most from your email promotions.
- Be untypical. Inform your readers via a relevant story, idea, or theme.
- Connect the story, idea, or theme to the action you’re asking them to take when reading your email content.
- Ditch the formality. Treat your email like a one-on-one conversation. Write the message in a way that sounds like a casual conversation with one person (your reader).
- Avoid salesy words and common cliches’. The quickest way to get your emails spam-filtered is to sound like your “selling” something. Think about your language.
- Invest in your subject line. The key to emails being delivered (not filtered), opened, and…drumroll…read…is your subject line.
- Share a benefit in your subject line that compels them to open it.
And #2
Connect with social media.
The key is connecting. I hesitated to use the word, “engage,” because it’s often overused and has lost its impact.
That’s sad since social media is really about engaging (there, I said it!) your patients/clients in an online conversation with you via your content.
There must be more to your social strategy than contests, promotions, and images of office parties (important, don’t get me wrong) or dental procedures. Keep your social media channels “human,” but don’t miss the advantage of having a (hopefully) growing “fan base” because of your content value.
- Link to your own relevant, useful content. This is the importance of having a consistently updated blog or article page on your website platform.
- Curate and share other valuable, helpful content that’s relevant to your dental practice, dental expertise, and dental products or services.
- Balance content with the occasional (and I emphasize, occasional) promotion. Social followers are numbed when every other post is about your latest “Like”-our-page-share-our-page contest for a free give-away.
- Avoid violating privacy issues. But don’t allow your fear to keep you from legitimately and effectively connecting with your patient/client base on social media.
- Review and respond in as much real-time as possible to comments or direct connections on your social channels. If necessary, designate, or better, hire someone to manage your social media content and communications.
Responsiveness gives you an edge in today’s digital marketing. And timing is on your side when your mindset is aligned with two of the most effective strategies.
The Use-it-or-Lose-It Factor That Attracts People to Your Dental Marketing
We have two young adult daughters. The youngest (in her early twenties) was involved in a car accident that totaled her newly purchased vehicle.
Yeah. I know! Bummer.
The frustration she’s experienced reaching an acceptable insurance settlement is proof that having one thing matters.
Leverage.
And leverage is an essential reason why you must be in a position of authority in your dental marketing.
Two fortunate things about my daughter’s accident. One, she wasn’t injured. Two, it wasn’t her fault.
But the no-fault issue isn’t without loads of hassle. Of course, I’ve been the supportive Dad (why wouldn’t I).
My unfortunate experience with auto accidents gives me a certain amount of leverage. I can use it on her behalf to get what she deserves from the at fault’s insurance provider.
Leverage is essential to getting what you want, what you need, or what you’re entitled to.
You have more authority than you’re leveraging as a dental professional.
- You’re educated.
- You have solutions to people’s problems and pain.
- You deliver a valuable and useful service.
The magic of leveraged authority
In a previous post, you discovered how to leverage your expertise via your Platform Content (PC). Revisit the post to understand how your dental website has essential cause and effect value.
It’s time to amp-up your website (PC). And your Authority Content (AC) is the energy you need.
Gone are the days when a mere website is all you need. Sure, it’s a start.
Search engines (e.g. Google) recognizes that you have one. But if you want to vault to a higher ranking as a dental provider you must…I repeat, MUST prove that you’re a useful resource worthy of people’s search.
There’s more to being useful online as a dental professional than common Services and Procedures web pages packed with dental keywords.
PC + AC = “Leverage”: How to leverage your authority into an ongoing stream of profitable relationships.
- Keep your blog updated with fresh, informative content. Answer the questions your patients, clients, or readers are asking via your blog content.
- Tap into patient’s or client’s questions with responsive, relevant, quick & easy surveys. Develop your own surveys/questions instead of using standardized approaches.
- Avoid “bait-and-switch” tactics when surveying and promoting your content on your website and through social media channels. Do it just-because and be up front about your reason(s).
- Re-purpose your blog content into a downloadable e-book. Offer the e-book (free) on your website or via a designated landing page. Share the download link every opportunity you get and you’ll develop a reputation of being a go-to resource.
- Start a podcast. It’s a fresh way to spotlight your “authority.” Check out these resources:
Pat Flynn’s How to Start a Podcast Tutorial
Rainmaker.fm – The Showrunner podcast
And who knows…
You might create a passive income stream out of your content development. And who couldn’t use that kind of financial and career leverage?
Stay tuned. In an upcoming post you’ll get the final content piece that increases your influence.