content
How to Make Your Dental Content “Sticky”
I walked across our kitchen floor a few days ago and experienced that somebody-spilled-something-sticky-feeling on the bottom of my bare feet. Ever done that?
That’s bad-sticky! But when we talk about sticky-content…that’s good-sticky!
Speaking of sticky – do you know the story of the Post-it® Note? You know, those little yellow notes we can’t live without!
The Post-it® Note was invented as a solution without a problem (yes, you read that right). It was created by Dr. Spencer Silver, who happened to develop a unique, re-positionable adhesive. But (at the time) the 3M scientist didn’t know what to do with his discovery. Six years later, one of Dr. Silver’s colleagues, Art Fry, remembered the light adhesive when he was daydreaming about a bookmark that would stay put in his church hymnal. And as they say – the rest is history.
Today, the Post-it® Brand boasts more than 4,000 unique products. It’s become one of the most well-known and beloved brands in the world.
Content Stick-ability!
Most content exists for a simple reason. Consider your products and services. Why do they exist? For what purpose were they created?
Whether it’s offline or online marketing content or social media content that links back to your website, a landing page, or a blog post – your content must be evaluated by a simple analytic!
Max Lincoln Schuster said, “Never forget that people never buy things or services…they buy solutions for their problems.”
Solutions…without problems
Back to the Post-it® Note story. Recall the subtle result of its invention – “The Post-it® Note was invented as a solution without a problem.”
Marketers, copywriters, content creators and curators, bloggers, social media writers and users must remember – not all that’s written or created solves something. And if that’s the case our content becomes just more “word-noise” in an increasingly noisy universe already overloaded with information!
I’m passionate…no, I’m OCD (with respect) about relevance. I have a background in church leadership and hours of writing and public speaking experience in that venue. I was driven then – and still am – (come “hell-or-high-water”) to find and provide practical…actionable principles in what is typically irrelevant to modern life and culture.
When problems and their solutions often elude the masses, why create something that’s irrelevant? It’s like the proverbial carrot-on-a-stick (available but out of reach) to our readers, clients, etc.
How to be a solution-source through creating “sticky” content.
>Listen
The phrase “you’re talking so much…I can’t hear what you’re saying,” applies. In today’s marketing-numb culture it’s profitable to listen. If you want the most ROI on your social media, online marketing, email promotions – whatever it is – develop a new bias…LISTEN!
Cup-your-ear to not only your customer feedback surveys but also your social channels. TweetDeck, HootSuite, News feeds, etc. can help you keep your-ear-to-the-groundswell of chatter about any industry niche – including your specific dental business niche.
Dental suppliers, dental manufacturers, dental practices, dental continuing education, dental publishers, dental marketers, and dental consultants are talking on social media. They’re promoting and they’re engaging there. Start listening.
>Leverage
Here’s where things can get sticky (in a good way). Content that’s sticky with problem-solving quality is your leverage point. If you’re listening to your industry and what they’re talking about – from patient to promotion – you’ll get a good idea about problems that need solving.
Become a problem-solving rock-star by using case studies, whitepapers and articles. Use some link-leverage by linking (more on that in a moment) back to blog posts via your various social media channels (Twitter, Facebook, Google+, LinkedIn, etc.).
You have more leverage (and the potential for it) than you think!
>Lift
Lift happens when you engage your “followers” and “friends” beyond the one-way conversation of content, content, content! And engagement happens when others retweet (RT) or mention your content to their “tribe” of followers and friends.
It’s called “social” media for a reason. Anti-“social” behavior gets sniffed out as fast as spam in your inbox!
Lift your stick-ability by lifting others and their content. Be generous with RT’s (retweets on Twitter), @mentions, #hashtags, #FollowFriday “love,” comments on blog posts and articles, “Likes” on Facebook pages, “Circle-friendly” behavior on Google+, and linking back to others’ (even competitor’s) quality content.
Let these tips “stick” as you’re creating problem-solving…solution-oriented content. Even better write them on a Post-it® Note and stick it…somewhere you’ll notice when creating content.
And if you want some help – contact me to create some stick-ability for you (I promise I won’t leave a sticky mess…like on my kitchen floor…oops, maybe that was my-bad!).
How to be known as an “industry expert”
“What do I really have to offer the industry or more specifically – the niche – I work in?” It’s an important question that forces me to inventory the benefits I deliver.
This week I’ve been writing and editing a report that I’ll deliver FREE to my prospective client list. There’s an important reason I’m doing this…and why you might consider doing the same on a routine basis.
Why a special report…case study…or white paper is an important tool in your marketing toolbox:
>It encourages “expert” status.
Not everyone and certainly not even a large number of people know what you know. And if even if they do -who’s taking the time to put it in writing.
Frankly, writing scares most people. Or the few who do take a shot at it, start a document in their word processor perhaps never to return to it.
When you put your insight, knowledge, and skills out there you set yourself up as a go-to service provider. When an issue or challenge arises that your content addresses – in even a remote way – guess who comes to mind.
Thinking yourself and your services as “expert” isn’t arrogant. In fact, it’s more self-centered to hold on to your knowledge base – think about it!
>It puts you on the solution-side of the marketplace.
Talking-heads in today’s media numb us to the real issue – “how do we fix this?” If as much time were given to solutions as is given to pointing out the problems mainstream media would lose a substantial amount of “voice” and many bloated pontificators would be speechless.
It’s easier to focus on problems…on what needs fixing than it is to dig in, roll up your sleeves and do the work.
A steady stream of information that you publish – full of solutions to common market and industry problems – will give you “voice!”
Get to know the problems, issues, and challenges facing your particular niche/industry. Follow the social media feeds within your industry. Subscribe to industry blogs. Read comments. Engage others via your comments.
Create an idea file of common and current problems you discover. Do some extra-mile research and write some tips for solving the issues at hand.
Your opinion and insights count just as much as anyone’s. And putting your thoughts out there gives you a stake in helping solve some issues for your constituents.
>It gives you content to repurpose again and again.
Social media is about content delivery. Throughout the day I send tweets and Facebook posts to my Evernote account. I’ve developed a reference library that I can tap into any time and any place. And the reason is due to the content others unashamedly publish on a consistent basis through social media.
Again, being a solution-content source is a top reason to be a consistent info publisher. Once you’ve produced even one 10 to 20 page report-like document you can repurpose it a piece at a time and have months of content to send out via Twitter and your Facebook page.
What keeps many from jumping into the social media zone (or thinking it’s a waste of time and energy) is lack of shareable, useful content.
Having a report, white paper, or case study densely packed with beneficial content in your marketing repertoire gives you a well of information to share with others. And contrary to what you might believe – people really do hunger for information especially the brand that provides solutions to their problems.
Give yourself some credit for what you know. And get it in writing.
Special reports, case studies, white papers, social media content, blog posts, enewsletter articles are among my copywriting expertise. Don’t keep your expertise under-wraps. Contact me today to write yours!