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.