Modern marketing runs on content.
For the past 5 years, digital marketers have proclaimed ad nauseam that “content is king”. And, this is true.
But what does it mean to you?
Let’s break it down and look at this from the standpoint of a private practice, and let’s first of all say you have a website in place. On that website, let’s also assume you have information on the following bear essentials:
- A Short Biography Profile on Who You Are
- Some Info on the Services You Provide (ex: Counseling for Families, Depression, Anxiety, etc.)
- How to Contact You
This is your content. Although minimal, it should inform people of who you are and what to expect if they decide to reach out and work with you.
At this bear essential level, your site provides a small snapshot of who you are. At this level it’s not likely to generate much traffic from search engines or directly generate clients. However, that doesn’t mean it’s not serving a purpose or that it’s not contributing to your business.
If your practice is like most, you currently receive the bulk of new clients via referral’s and word of mouth. Your website likely aids these referrals because even after someone receives your name via referral, they’re going to “google” you and look at your website. Before people reach out, they want to be able to envision themselves working with you.
So, even a basic, bear essential website can help ensure those referrals follow through and contact you.
But, as you improve and expand your content, you can likely increase the rate of referrals who do call you. Plus, if you’re interested in showing up in the search engines, you’ll absolutely need more good quality content on your website. As you’ll learn, content is actually key to a variety of marketing campaigns, including:
- Email Marketing
- Search Engine Marketing
- Social Media Marketing
To give you an idea of what advanced business and practices are doing in terms of content, here are a few examples.
Of course these aren’t appropriate for all businesses, and there are gradual steps before you start incorporating the above mediums. When I work with a client, we typically identify the practice areas and specialties they want to be known for, and then we develop a prioritized content plan aimed toward those topics.