dental blogging

April 24, 2019 Content marketing, Dental blog, Dental blogging, Dental content, Dental Copywriting, Dental marketing strategies, Uncategorized No Comments

How to Become a “Thought-Leader” with Your Dental Content and Increase Your Influence

Recent collaboration with a dental industry client revealed something about their content. And the principle has value for how you view your dental content and copy across all your platforms.

We were importing a new template on our project management platform. Time came to label a category having to do with our editorial calendar. “Thought leadership” appeared to be the obvious tag.

That got me to thinking about the attitude you should have about the content you create to market your dental practice or dental industry services.

It’s about being a thought-leader.

Not all “thought leadership” is worthy

You might have seen a viral video a few months ago. It featured a baby bear attempting to navigate a steep, snow packed cliff to reach its mother.

Millions of people saw the video and were inspired by it. Such triumph and strength against the odds of nature.

That was one perspective…shared by millions!

A contrary opinion was formed. It separated one thought leader from the crowd of admirers.

”Science writer Ed Yong saw it differently… Writing in The Atlantic, he described it as a worrisome example of drone-mounted cameras harassing wildlife. To animal experts, several moments in the video show the mother bear reacting to the too-close drone rather than interacting with her cub.

Marketing expert and mentor, Marcia Yudkin, continues her observation of Yong’s perspective,

I appreciate Yong’s article because it provided unexpected perspective on a seemingly harmless story or idea.

And here’s the jewel…

If you can dish up those kind of ‘Yes, but…’ insights to your audience, you’ll attract thoughtful fans and experience growing influence.

Yong did this without scolding the uninformed admirers of the video, and you should do so as well.

Identify a popular or trending belief that doesn’t mesh with what you know.

Explain your deeper angle in the tone of ‘What you probably didn’t realize is…,’ ‘Unfortunately…’ or ‘The problem here is…’

This is thought leadership at its finest.” 1

How “Yes…But” Thought Leadership Turns Contrary Ideas Into Useful Content That Builds Loyalty with Your “Tribe”

Identify, clarify, and leverage your unique point-of-view (POV)

You have solutions to problems…answers to questions…and more. Therein lies the core of your dental content strategy.

Gone are the days of writing to an “empty room.” The dental seeking public is rich with questions you can answer and problems begging for a solution.

You’re the expert. And more important – you have a POV!

  • Start with the question. Thought leadership has as much or more to do with listening than it does sounding-off on dental-speak. Harvest as many questions as possible (by listening) through conversations, consultations, email, and social media.
  • Share your answers and solve problems. Thought leadership is relevant to what your patients want to know and need to know. Create content that relieves the tension and emotional needs of your audience.

Think of your content like a tribal fire. Your “tribe” will feel safe in the warmth of your expertise.

The good news…they could look no further than YOUR thought-leadership!

Take a contrarian approach and fearlessly share your POV (without judgement)

The recent Netflix root canal documentary is a good example. Sure, as a dental professional you can take offense and voice your opinion as many did. Or you can be a contrarian voice and use the albeit alleged inaccuracies as content seeds.

  • Answer the questions and doubts that emerge around dental myths, dental services, or dentistry in general. There’s plenty of related opinions. Dispel them (graciously and professionally) as a thought-leader.
  • Invite dialogue by being unafraid to take on controversial topics. But always do so not as antagonist…rather as a professional, skilled expert.

Provoke questions and create solutions to problems that compel action.

The sign of a good leader isn’t always how they respond but also the depth and compelling nature of the questions they ask. Always providing answers and opinions can shut down communication more than it opens it to opportunity.

I once heard Jim Collins (bestselling author of Good to Great and Built to Last) say during a lecture something to this effect. He viewed his skilled research and the questions it raised as the careful placement of a grain of sand in the minds of his readers. That solitary grain of sand was strategically designed to “irritate” their thinking.

Worth noting is that pearls begin that way. A grain of sand within an oyster elicits the healing process that layer upon layer forms a pearl.

Your questions are “grains of sand” not to necessarily irritate but to promote healing.

  • Ask questions that reveal the emotional desires of your patients or clients. Within their answers are content “pearls” that can lead to compelling outcomes for your audience.
  • Always be solving problems. Essentially that’s the business of thought-leadership.

Anyone can create content. But…being a thought-leader and influencer requires that you have a point-of-view that you fearlessly communicate.

  1. https://www.yudkin.com/markmin.htm ↩
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March 9, 2018 Dental blog, Dental blogging, Dental marketing strategies, Headlines, Uncategorized No Comments

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?

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February 23, 2017 Content marketing, Dental blog, Dental blogging, Dental marketing strategies No Comments

Why Your Language Matters to Your Dental Marketing Message

This phrase is inevitable when effective communication is the topic. “It’s not what you say…

…but how you say it!”

True most of the time. But your dental marketing message could be more effective if you apply one half of that oft-repeated communication truth.

Try this: “It’s not what you say…or maybe it IS!”

“What” you say and “how” you say it matter. Though when you’re communicating with your patients or clients the language (the “what”) you use is vital.

The eyes have it

Marcia Yudkin got me to thinking on-topic via her recent weekly newsletter:

“When I advise consulting clients that they’re using jargon, they often pooh-pooh my point, arguing that potential customers all understand their terminology. What I’ve seen, though, is that when the average non-customer doesn’t understand your language, many in the potential customer pool do not, either.”

She illustrates her point…

“Explain what you do. Does the light go on in their eyes, or are they too baffled to even ask questions?”

It’s vital that your dental marketing message and the content and copy that delivers it “lights up the eyes” of your audience.

Language is the linchpin.

Use language effectively to create a compelling dental marketing message that leads to appointments scheduled or products and services sold.

Tell a “story”

Think of story as the narrative you use to illustrate the features and benefits of your services or products. It’s better to “show” (via compelling narrative) someone what to do than merely tell them.

Picture this (see what I did there)…you have a patient who has the beginning stages of periodontal disease. It’s tempting to use technical dental-speak to make your case:

“You have a lesion showing increased capillary permeability with a large number of neutrophils moving from the dilated gingival plexus into your junctional epithelium and underlying connective tissue…”

Technically overstated (and above my knowledge base), I agree. Plus, I realize you would never communicate it in such a way (at least I hope not).

Chair side, clinical communication is a “conversation” that leads to a treatment decision more than an exchange of unclear, confusing technical data.

Reboot the perio diagnosis this way, for example: “Your ‘pockets’ are full. Bacteria have taken up residence in the space between your gums and tooth surface and they’ve invited their ‘friends.’”

A bit pedestrian but easier to understand than the previous CE course language you’re accustomed to as a dental professional.

I’m not suggesting you use what I shared.

Do this instead…

Develop your own, conversational, and compelling language for every service, treatment, and procedure benefit.

Think benefits and the narrative (story) you can use that compels them to take action based on your diagnosis or recommendation. Make them the “main character” of their own story with the outcome being tied to the benefits of your service, treatment, etc.

Turn that narrative into content that can be consumed outside of your office or presence. Blog posts, social media content, newsletters, infographics, images with compelling captions (Instagram, Facebook posts, Snapchat).

Refresh your dental marketing message. Have a bias for being clear and conversational more than being technical.

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February 2, 2017 Content marketing, Dental blog, Dental blogging, Dental marketing strategies, Dental SEO, Social Media No Comments

Are You Wasting Your Dental Blog Content with a One-and-Done Approach?

What happens when you invest your time and dollars? It’s natural to desire to protect and extend the reach of your investment.

Creating dental content is like that. Get the most value from a single piece of dental blog content whether it’s general information that leads to a patient or client decision, SEO, a click to an internal page on your website, or the development of a relationship that includes all the above and more.

A blog post is a blog post is a… (or is it?)

I often hear a consistent theme from clients. In particular, from those for whom I create blog content on a weekly or bi-weekly basis.

“Why blog or…how do we get the most “mileage” from our blog content?”

Blog content isn’t an “end” in itself. Far from it.

It’s a good (and I believe essential) place to “dip your toe” into the dental content marketing waters. But you must see beyond the “build-it-and-they-will-come” mindset.

Believe me, the consistent creation of dental blog content will boost your brand. The blog page on your dental website can become a leverage point for your influence, expertise, SEO, and social media engagement.

Think leverage when you consider the impact of your dental practice or dental business blog. But think beyond it being a one-and-done content marketing strategy.

One of my blog clients gets what I’m saying here. I write an average of two posts a month for this large, two doctor, two location dental practice.

What they do post delivery has the potential to triple the impact of each blog post. Let’s unpack their simple approach and apply it your dental content marketing strategy.

How to maximize the impact of a single piece of dental blog content and leverage it into a profit producing resource.

Commit to consistently publishing blog content

This will require time and dollars. My recommendation is to outsource this to a skilled, qualified, experienced copywriter or content creator – preferably one who knows the dental industry culture.

Sound biased? I am (unapologetically).

The reason? Your time savings plus the writing perspective that’s less technical (industry-speak) and more conversational (how people skim, read, engage content).

Your content “bread-and-butter.”

  • Blog content answers basic questions.
  • Blog content provides practical solutions to problems.
  • Blog content is searchable and can potentially improve your page rankings.
  • Blog content is flexible

Let’s explore the idea of content flexibility.

Communicate with those who already trust you

There are numerous nuances to marketing. Two are common.

The most common is invasive or interruptive. Broadcast media, sales calls, direct mail, etc., fall into that category.

Another is permission based. Seth Godin rocked the marketing world a few years ago when he published his epic book, “Permission Marketing.”

People will grant you permission when they trust you as a source of valuable information. That’s putting it way more simply than Godin does but you hopefully get the point.

For example, your email list is a good, entry level example of this idea. Patients, clients, or interested individuals have given you “permission” to email them by trusting you with their email address.

Back to your blog content…

A single blog post is for public consumption. It has a url on your website, it can be searched and found based on the title or meta-data that’s keyword sensitive, and anyone can access it and share it at will – regardless of permission or trust.

Why stop there? Model what one of my client’s does.

First, publish the content on your website’s blog page.

Then…do one of two things…

Create an email with a compelling subject line and brief “teaser” lead with a clickable “Read more…” link embedded in the body of the email that directs the reader back to the original post on your website.

Or…

Create a separate email newsletter that includes the entire blog post (what my client does).

Send it to your list.

And there’s one more…

Connect with your “tribe” on social media

Others (your “tribe”) choose to follow in addition to the above or solely via your social media channel(s). For example, your dental practice or dental business Facebook Page.

Here’s the content marketing strategy flow my client follows:

Blog post to email to…social media (Facebook Page)

I write the post and create three Facebook posts that link back to that specific post and/or another post that is linked within the blog post.

They get traffic to the original post plus traffic to another post or service page on their website. And don’t underestimate the value of posting useful, relevant, solution-focused content on your social media channel(s).

The value of the social media connection is the ongoing ability to engage via comments, answer more questions, monitor feedback, etc.

And get this…every inquiry, question, feedback comment is a “seed” for future content.

Why?

It promotes social “listening” into what their questions, problems, or concerns are. Bingo!

Now you’re back at step one – blog content!

And you thought a blog post is a blog post is a blog post…!

It’s way more. But you gotta maximize your investment.

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May 12, 2016 Dental blog, Dental Copywriting, Dental website platform No Comments

How a Minimalist Approach to Your Dental Website Compels a Response

So, my wife cleaned out her closet recently. It prompted my thinking about your dental website.

There’s a significant mindset shift contained in her closet reorganization that can help you streamline your dental website.

Comparisons reveal a lot. Compare my wife’s newly reorganized closet to mine…and…well let’s not!

You get the picture.

Compare your dental website to others. Some pale by comparison while others create a compelling reason to do a reorganization.

Renew or regret

A healthy comparison of your current website with others in your industry is helpful. Be careful not to overthink it (more on that in a moment).

The idea is to compare by first-impressions. For example, I can feel drawn into a website and compelled to explore their content or the opposite.

More isn’t always better (by comparison)

These days, you’ll notice a more minimal approach to standard, main page content (e.g. Home page, About Us, Dental Services/Procedures, etc.). And you’ll see more substance on a blog/article page, social media feeds, etc.

Content “numbing” happens more than you’d like to admit. This means when your readers see a been-there-done-that, feature-heavy Home page or Services pages they’re more likely to dial-out and move on.

I’m not a design expert. But I am intuitive enough to know what numbs and what engages.

Intuition is key

It’s vital to your dental website that you be intuitive. Think like a “reader” or “site visitor.”

Avoid thinking like a dental professional. That’s not to say ignore your expertise or service value.

It simply implies that you should put yourself in the mindset of a person looking for an answer to their question or a solution to their problem. This approach must trump the all-to-common “hey-look-at-our-latest-greatest-state-of-the-art-technology-that-we’re-proud-to-announce” approach.

Provide solutions more than you salivate (gross, I know…)

How to Take a Minimalist Approach to Your Dental Website That Compels a Response

1-Create content that’s readable and relevant

By readable I’m not talking about language and grammar (entirely, though don’t discount them). Readability has more to do with voice, flow, and clarity.

  • Write like you talk. Keep the “voice” conversational in tone. Why? It builds a relationship of trust faster than over-the-heads, impressive language.
  • Create a story-like thread of thought. Think of “flow” as ease of use. Avoid overcomplicating your message with “fluff-wording” that numbs or sounds like every other industry website you visit. Keep it real, in other words.
  • Be clear, above all. Most copy/content online or offline suffers from too many themes. Narrow your page message down to one, clear, compelling BIG IDEA. Ask yourself – “what is the ONE idea we want the reader to know?” Write to that solely and clearly.

2-Review and renew your services pages

Remember as a dental professional that you’re not writing to industry colleagues. It’s more engaging to your reader/site visitor for you to avoid industry-speak.

Words like periodontics, endodontics, orthodontics, prosthodontics, etc., sound impressive and translate well during a CE course or convention conversations. But in the day to day your readers are thinking gums, root canals, braces, and dentures – use words they can relate to.

  • Inventory your service pages. Look for industry language. Replace it with a “street” word.
  • Get out of your own head as a dental professional. Outsource your website revisions to a skilled web copywriter who knows the dental industry.

3-Repurpose and revise your webpage content

All those pages that are feature-heavy or full of industry-speak…don’t trash them yet! These can be repurposed into benefit oriented, solution-providing content on a blog/article page or a published newsletter.

  • Adopt a new mindset about your content. Begin to think about it as a platform and not a stand-alone, one time and done set of webpages.
  • Deep dive into your current website. Or ask a trained-eye to do a site audit for you.

You once invested time and dollars to create the content on your webpages. Now’s the time to re-invest some fresh perspective (and perhaps a few more dollars) to renew dated or data-heavy content.

Themes, benefits, new ideas, etc., live between the lines of your current web copy, blog posts, and newsletter archives. Breathe new life into them through some repurposing.

Reorganize and reduce the “fluff” in your digital (web) “closet.” It can give you valuable breathing room to improve your dental marketing content.

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May 21, 2015 Dental blog, Dental blogging, Dental Business, Dental Copywriting, Dental Industry, Dental internet marketing, Dental marketing strategies, Dental web content that works, Marketing dental services, Uncategorized No Comments

Where the Line Forms: How to Build Anticipation with Your Dental Blog Content

Image courtesy of: http://pixabay.com/en/users/wendybkoon-802029/

As a teen I remember standing in line alongside my dad, outside our hometown’s twin screen movie theater.

Tickets in hand.

The crowd and anticipation building.

Star Wars…enough said!

Blockbusters have a certain appeal. And that sense of anticipation works for your dental blog content like it does movies.

I recently introduced our young grandson to the Star Wars franchise. I’m building anticipation in him for the approaching release of the latest chapter in the sci-fi series.

He’s hooked. And the promotional teaser for the new film had him uttering a wide-eyed, “Wow!”

Good content – visual or otherwise – elicits an emotional response in one form or another.

What’s “Wow!” and are you getting it?

Unlike my dad and I full of anticipation years ago for the local premiere of George Lucas’ story from a “galaxy far, far away…,” I get that the general public isn’t lining up to read dental content on your website.

There are reasons for this.

The obvious ones: time and perception.

One of those you can’t control. The other you absolutely can.

Perception is everything. Start controlling it.

The first level of defenses fall the moment a potential new patient, client, or current one types in a dental search term in their web browser. Your published content goes to work on your behalf.

And this is where the current online reality shifts for you and your dental practice. The availability of relevant content increases the likelihood you’ll show up somewhere at or near the top of their search results.

Merely having a website with the words “dental,” “dentist,” etc peppered throughout just to stoke the search engine’s fire. Those days are gone.

Welcome to the new digital marketing world of usefulness (the key, by the way, to controlling perception and building anticipation).

Give them something.

If it’s written content, it must be readable, understandable, and above all, useful to their search.

Perception is that dental content is technical (much of it is).

Perception is that dental content is boring (much of it is).

Perception is that dental content is baited and weighted to lure you into the office for something “free” that will lead you into a consult room where you’re introduced to the “need” for hundreds or thousands of dollars of treatment (much of it is).

The rise of “just because” content.

Informed decisions are better than decisions made under pressure. Wouldn’t you rather have the reputation of being a trusted resource that educates people into a decision?

Become an authority. And when people trust you as an authority their perception shifts.

How to shift the perception about your dental content.

1-Launch, re-launch, revise, or revisit your dental blog strategy.

Did you give up blogging too soon? Have you delayed starting? Are there loooong gaps between your most recent post and today?

Your authority as a dental professional increases when you consistently deliver quality, useful, reader-focused information.

CE courses and credits can appear irrelevant (as a credential) for the general public. They’re looking for accessible answers to their questions.

And people are accustomed to reaching for their smart phone or tablet, opening their web browser, typing a word in the search bar…and viola!…reading something relevant to their need.

They will read. And vital to your authority, they’ll return for more if what they find leads to solutions on a physical or emotional level.

2-Keep your blog topped-off with a minimum of two fresh posts per month.

We could debate blog frequency all day. Let’s not.

Instead, set a goal to blog consistently. And by consistent, start with a fresh post every other week (minimum two per month).

Once you get in-the-zone you’ll actually find it easier to up the frequency. In fact, once a week will become your new blogging pace.

Set a goal to publish once a week as you complete a month or two of every other week publishing. Block out some time. Maintain a running list of topics and content ideas.

And if your time is limited or your desire to write is low (as I suspect both to be true since you’re a busy, thriving dental professional who’d rather be doing dentistry) secure the services of a dental copywriter or dental blogger to produce your blog content on a consistent weekly, bi-weekly, or monthly schedule.

3-Listen, learn, and leverage what you discover into new posts.

Be intentional about publishing content that people will read and return for more. And your best intentional strategy is listening.

What are your patients, clients, readers asking about? Talking about?

Ask your dental hygienists what they’re hearing from patients. They’re on the front-lines of patient communication.

Train them, your dental assistants, and front-office team to ask fruitful questions. You’re seeking information you can turn into informational content.

When you do this effectively, patients will get the idea that you’re tapped into their concerns, fears, health and appearance goals, etc. When they feel listened to and heard, they’ll naturally share your content with others.

And shared content equals referrals. And referrals help build your practice.

If you want people to be wide-eyed with anticipation – the “Wow!” – build anticipation through your informative, useful content.

They may not line up. But they’ll know where the line forms when the time comes.

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