A content marketing strategy is a plan for how your practice will create and share content with your audience. It includes when your content will post, where, and how often.
You’ll need to consider your audience and where they consume their content when devising your strategy.
Your content should answer questions, solve potential problems, be fun and engaging and not too high-brow for your intended viewers.
If you’re already content marketing, you might perform a SWOT analysis to gauge how your content is performing.
SWOT = Strengths, Weaknesses, Opportunities, Threats. I’ll touch on SWOT in a later blog post.
For now, we’ll discuss some essential elements your cosmetic surgery practice should include when building your content strategy. Think of it as a recipe. These are the five main ingredients, and the rest is seasoning.
Your first necessity is a content calendar. This is where you’ll formulate the content you wish to post on what days and where.
Your content calendar can be as simple as a spreadsheet, or as complex as a calendar system that includes image uploads, text, platform click-downs, etc.
Google calendar is a good place to start when creating a content calendar that also has reminders. It’s pre-dated, and you can plan as far into the future as you’d like. You can attach images, compose the text of each post and specify the destination of each piece of content.
Yes, your practice needs a blog. Your blog is where your existing patients and potential new patients will go for information.
Posts can be as short a 300 words, and provide answers to frequently asked questions you receive. For example, “What’s the cost of (insert procedure.) “What are the possible side effects of (insert procedure or habit).
Blog posts that are helpful and informative will elevate your website and your practice to a level above the many practices that don’t blog.
You can build out a separate blog content calendar, as well. This might be easier since you can blog as frequently as you’d like. You can then share those blog posts across platforms to gain readers and attract new patients.
Research suggests a weekly blog is optimal, but you can post as little once a month. Once you get into a rhythm, you’ll figure out the best blogging frequency for your practice.
Visual content is the images and videos you include in your content marketing strategy. This is what attracts new patients and gets them interested in many procedures and treatments.
It can be as simple as a photo from your treatment marketing kit or as complex as a 30-minute procedure video.
Visual content is attractive and it helps to break up text in blog posts. It also helps your audience to see what you’re talking about instead of taking the time to read it.
In a 2016 study, 43 percent of people said they want more video content. This means if you’re not utilizing it, you’re losing new patients.
Many cosmetic surgery practices and med spas are ahead of the game with video content, sharing most of it on Instagram. However, they are still overlooking a key element in the social space— Facebook
The ever-expanding list of social media platforms gives your practice a wealth of opportunities to share content. Social media is built for cosmetic surgery practices and med spas to create and share content.
Visual aesthetics are your business, and you should use social to your advantage in this arena. Your content marketing strategy hinges on this type of content.
Your practices should have at least a Facebook page and an Instagram business account. Then, if you’re so inclined, you could start a YouTube Channel. You can consider this the social media trifecta when done right.
Facebook is the place to share any kind of content— blog posts, images, and videos. Instagram is where you share images and short-form video or clips. YouTube is perfect for long-form video content and slideshows, and the description is where you share social media account links and info as well as blog post links.
There are some types of content that you just won’t be able to create. That’s where curated content comes in. Curated content is content created by someone else.
- Blog posts
- Written materials, etc.
You can ask current patients to create content for you with before, during and after transition pictures and videos following procedures. This kind of content is great for word-of-mouth and attraction marketing.
There’s an expanse of curated content out there that’s free to use, and that will engage your audience.
Maybe you need a specific graphic for a social media post. You can’t create it because you don’t know Photoshop, or you don’t have the right image, or you just don’t have time to create that piece of content from scratch.
Curated content can come in handy when you’re in a time crunch. Images, memes, and gifs are perfect for this type of content.
As a brand, you don’t want to rely too heavily on curated content. But if your brand is more serious and authoritative than funny and whimsical, then a curated piece might be what you need to add a little humor.
Content Marketing Strategy Summary
Your cosmetic surgery practice needs a content calendar to determine what you’re going to post, how often, and where.
If your blog is an empty page on your website, start using it today. Your patients will thank you, and you’ll begin attracting new ones. Especially, if you utilize social media to share blog posts.
Visual content attracts new patients. Without it, how do they know you’ll be able to get them the results they’re looking for?
Social media accounts are the lynchpin of your content marketing strategy. Without them, there is no content marketing. The best platforms to begin with, are Facebook and Instagram, as visual aesthetics is the name of the game. YouTube can also be used for long-form video content and slideshows.
Curated content can take the pressure off of you or your marketing team when needed. Learning what type of curated content use and when to use it is your best bet when building your social strategy.
Content Creation Made Easy
Not every cosmetic surgery practice or medspa has the staff or the bandwidth the manage all their content needs. You might be creating stellar content, but don’t have time to post it.
You might be dying to get your blog up and running, but don’t have time to write, edit and post.
As the old adage goes “You can do anything, not everything.” Okay, maybe it’s not an adage, but it still rings true. You don’t have to put the burden on yourself or your staff to do all of your content marketing or create your content marketing strategy.
Let me help! Bella Vita Content has your back when it comes to getting your content up and out when you want it.
Hit the Get in Touch button, and let’s talk about it.