“The future of publishing is about having connections to readers and the knowledge of what those readers want.” Seth Godin
Creating great content that connects to your readers is a mix of art and science.
Here are 14 of the tried and tested techniques of Content Marketing for Plastic Surgeons that will appeal to your target audience and get them to follow, like and share your content
- Better Blogging
- Staying on Message
- Getting Started
- Blog Structure
- Choosing Catagories
- Keyword Tags
- Add a Meta Description
- Title Tag
- The Importance Of Visuals
- Internal Text Links
- Calls to Action
- Preferred Posting Practices
- Guest Blogging
- Benefits of e-Books
A blog is essentially an online shared journal that gets frequently updated with brief bursts of content about your topics of choice. Blogging is a viable platform for promoting your clinic and an important way to get your clinic moving up on search rankings. Blogging allows you to do so much more than just share news and promote events. You can use a blog to boost your credibility, create a personal connection with your audience, and answer questions and queries.
Blogging is not all about controlling the dialogue—it is an organic evolution of a conversation. Many physicians incorporate a blog as a special subsection of their websites, while others create a separate domain name for their blog, such as drsmithsblog.com.
Unlike Twitter that requires status updates to be made throughout the day to be meaningful or a Facebook page that demands at least one post daily, blogging is a less time-intensive undertaking. You may choose to blog once a week, or preferably more, and the frequency of posting can vary. If you like writing and are willing to invest the time and effort to think of interesting topics for your posts, blogging can actually be an enjoyable pursuit. But if blogging is just going to become another thing on your “to-do” list, delegating it to a staff member or enlisting the services of a professional beauty or health writer is the best way to maintain a blog. Another good way to add content to your blog is to provide updated headlines and news articles from other sites that are of interest to your followers. These posts may include commentaries and recommendations compiled by the practitioner or clinic to make the content uniquely your own.
Allowing comments can enable discussion on your site and turn it into an interactive social place for people to visit. It can also increase social media optimization and help in social media strategy. You can set up the blog so that all comments require approval to go live to avoid spammers or inappropriate posts.
Staying on Message
The clutter of content online means people actually appreciate brevity and a targeted message that speaks directly to them. Finding the ideal online voice for your clinic and sticking with it can be tricky, especially if you are not creating the content yourself.
Once you have found your voice, the next step is to identify the buckets of content that your fans and followers relate to most, and to continue to create new and unique variations on those key themes. An integrated social media marketing plan starting with a blog is a critical element of success.
Maintaining a professional image and tone online is essential. Resist the temptation to come across as flippant or overly self-promotional, which can backfire on your reputation with patients. As a healthcare practitioner, you should strive to be taken seriously and offer reasonable opinions and solid advice that attracts real patients to come in for a consultation and have treatments in your practice.
Creating a blog is actually a relatively affordable and simple process. The real obstacle is finding the time to maintain a blog by developing content that is relevant to your readers.
Ideally, a professional blog should be set up by a programmer who can install the requisite widgets and plug-ins to make your blog more interactive. I would recommend using HubSpot as it not only helps you write the perfect blog with proper techniques, it also helps to track what posts are most effective.
Popular Blog Platforms
Integrate a Blog with Your Website
Ideally, a blog should have the same look and feel as your cosmetic surgery clinic website. It can either be set up to live within your site or under a separate domain name to increase search engine rank. Most practices will choose the former. You may wish to host your blog within your primary domain (e.g., austheticclicnic.com/blog or blog.austheticclicnic.com) instead of hosting your blog externally.
I do not inject my own Botox, so why would a highly trained aesthetic practitioner want to design his or her own website or blog? Stick to what you know.
Try not to cannibalize search engine optimization (SEO) authority by having two domains compete against each other. Every time you start a new domain name, you need to set aside a budget for SEO and Pay-Per-Click (PPC) to get found.
The challenge for practitioners is finding the time to blog and then deciding what to blog about. One of the best ways to add engaging and meaningful content to your blog is to curate interesting content that is already posted on medical websites and Facebook pages. You can then add your own spin to make it uniquely yours. Find good content by searching on social media platforms, medical blogs, medical portals, and health and beauty publications. Set Google alerts for key categories and topics, such as cosmetics, laser resurfacing, dermatologic surgery, skin cancer, cosmetic surgery, sun protection, acne treatments, skin care, and so on.
To help with search engine visibility, posts should be optimized by including keywords in the text, such as “laser resurfacing Sydney,” while keeping it readable. Blog posts can usually be scheduled in advance, and frequency should be at least once weekly to keep the momentum going.
Get up to speed on the Google-friendly language needed to optimize your blog posts for maximum marketing effect. You can channel your creative juices to produce a steady flow of organized blog posts, but like Twitter, Facebook, texting, and other platforms of modern communication, blogging has a language of its own. It may seem that Google, Yahoo!, and Bing dictate what is a good blog; however, the best blogs contain a balance of good writing, humor, compassion, and personality, as well as hidden search terms and strategically placed links.
If your posts are all about search engine optimization (SEO), you may achieve a higher search engine ranking, but you may not develop a following of readers who actually pay attention to your content. By using key phrases, keywords, and search terms to optimize your blog content, you can bring more readers to you. However, it will impose restraints on your writing style and add an extra layer to the process.
To optimize the titles of blog posts directly for the search engines, include a keyword in your title, preferably near the beginning. But do not stop there; optimizing titles for readers is also important. Titles should attract the readers’ attention and let them know what your post is all about and how they will benefit from reading it.
Do not overuse keywords; stick with a main keyword in the introductory paragraph and use another keyword at the end of the post. The rest of the content should be readable and make sense. If you load up your blog posts with “Cheshire Cosmetic Clinic” or “Top Revision Rhinoplasty Surgeon,” you have lost the plot. Search engines are wise to this methodology, and they can even identify synonyms faster than you can say “ROGET.” Consumers find it monotonous, and you may end up with a high bounce rate. If your plan is to get more likes and shares, the content has to say something worthwhile and be presented in an engaging way.
Content should be readable and interesting to resonate with your target audience, educate and inform, and ring true to your brand. Blogs written in the practitioner’s voice need to sound authentic. Consider adding a disclaimer to your blog, as you should have on your website footer, specifying that “Content contained herein is not a substitute for a consultation with a medical doctor and should not be considered medical advice.” If you are unclear on the appropriate language to use, contact your lawyer or malpractice carrier for guidance to limit potential liability.
Blog content can also be repurposed in e-mail blasts and newsletters for maximum effect. Choose to create evergreen or generic blog content that does not get outdated, so you can get more out of your effort.
There are several key elements that should be built into every blog post, and they all play an important role in getting the most mileage for your blog. It is advisable not to date blog posts. Readers are more likely to only go to the most recent posts and may tend to spend less time on your blog if they think the posts are too old.
Blog vs E-Book
A blog is better suited to short-form content, whereas an e-book will have a more captive audience, interested in scrolling through more pages and charts because someone had to fill out a form with personal information to redeem it. If you are debating whether to create a video blog post or text, determine the content format that will help you get your message across in the clearest way, and the way your audience will enjoy consuming it best.
Stay and Read More
Make it easy for readers to learn more about your clinic, staff, products, and services by including navigation to primary business pages. The goal is to encourage them to stay and read more. Encourage readers to browse through all of the available content by grouping by topic such as Skincare, Acne Treatments, Fat Reduction, Hair Restoration, and also by content type (such as video, infographic, statistics, or survey).
Make it scannable
The average reader has a pretty short attention span when it comes to reading content online. Try to make your posts scannable because most online readers will not read every word. Their eyes go to certain words and phrases first so they can get the gist of what you are writing about before they decide to devote any more time to it.
Length of a post
Long posts created purely for the sake of extra words are not really effective. Short blurbs that do not say enough are also not so interesting to readers or Google. If the post is too long, chances are visitors will not read to the end. Try to write posts of the length that it takes you to communicate what you want to say. Mixing long, medium, and short posts is fine; not every post has to be the same word count. If you add compelling visuals and links, you can reduce the word count. Shorter posts allow you to write more posts, which is preferable for generating readership with RSS and on search engines.
A good guideline is to make your blog posts no more than 600 words and no less than 300 words. The type of post you are writing will determine the right length. For example, if you are writing about your opinion on a new procedure, you may write more than if you are relating the details of a news item where you will link to the full story so the reader can find out more. If you have a lot to say on a particular topic, splitting a long post into a series of shorter posts can be a great way to keep readers coming back. They can read Part 1 and return to read Part 2 at a future date.
Your first paragraph is both an introductory and summary section; introduce the reader to the reason for your post. The body of the post should include links to social networking platforms. You can also let viewers skim your content by previewing posts in parts. Make the preview even more clickable by adding an image. Vary the posts on the blog to feature photos, videos, press clips, links, and graphics to make each post more interesting.
Entries should include share buttons so readers can recycle the content on their social media platforms. More is more for search engine visibility. If multiple people will be contributing to the blog, the options are to write every post yourself as the “authority” in the first person or to craft posts in the third person or the “we” voice from the clinic as an entity. Each post can also be identified by the individual author, such as a clinic manager, aestheticians, and individual practitioners. The most practical way to go may be to outsource your blog to a professional health, beauty, or medical writer whom you can trust to get it right.
Blog categories allow you to organize your posts by topic and let your readers easily find the topics that are the most interesting to them. Whenever possible, use relevant keywords and popular brands name your categories. This allows readers to easily search for relevant posts.
10 Blog Post Category Examples
- Laser resurfacing
- Facial fillers
- Fat grafting
- Lip enhancement
- Fat reduction
- Sun protection
Put yourself in the mind of the reader when you choose keywords. For example, if your clinic specializes in nonsurgical anti-aging treatments for women, start off with some basic categories that prospective patients might look for, such as “wrinkle reduction treatments,” “wrinkle reducing injections,” “nonsurgical facelift,” or “skin rejuvenation.” Expand your keyword list by including product or brand names that resonate with consumers, such as “Botox injections,” “facial fillers,” “skin tightening systems,” or “lasers.”
Include keywords in your post title, header tag, image text, copy, and meta-description. Each blog post can be associated with keywords. Choose keywords that are related to the topic and also use these keywords in the content.
Add a Meta-Description
A meta description is a summary of your web page for search engines. Make sure your blog has one that includes keywords so that searchers will know what your blog is about. This area allows you to include a description of your post. Create the description by using some keywords, for example, “Visit Liverpool Skin Clinic—Top Rated Clinic for Aesthetic Treatments in the North—If you are looking for the best therapies to reverse the signs of aging, book a consultation with our skin experts.”
Instead of calling your blog “Skin Clinic’s Blog,” you can use keywords here as well. Since search engines put more emphasis on words closer to the left, name your blog’s page title something that focuses on keywords first, then your company name, to gain authority for those keywords. The title tag area gives you some flexibility to be creative. Create post titles that are interesting and make the reader want to read more.
The Importance of Visuals
Search engines can read the file names of your photos. If you are using a photo or two in a post, use a keyword for the file name when you save it to your laptop. Name images strategically before uploading them to your post, and include alternative text in case your image does not show up for the user. If you are posting patient photos, make sure the patient’s name has been removed and that you have a properly drafted and signed consent on file. Avoid making blog posts a wall of just text. Include at least one image to make your blog reader friendly and in the style of an online magazine. Video content is a useful element to engage readers, and search engines.
Similarly, value of video for aesthetic clinics is important. Videos introduce your prospective customer to the whole experience they will have with yuo, even before visiting your office. add relevant videos to your
Internal Text Links
Within each blog post, you can include links to other content in your blog or on your website. Whether you are referencing your product, service, or a topic featured in another blog post, use keyword-rich anchor text to create the link. This gives search engines more information about the content of that page. Navigate to other content in your blog structure, and also link to relevant content within the post itself. Include internal links, to pages within your domain, with anchor text to help readers find more content and rank for keywords.
Calls to Action
Think about what you want readers to do when they are on your blog. Make sure every blog post includes at least one keyword and well-crafted call to action (CTA). These can be at the beginning or end of the post, sidebar, or links within the copy itself.
At the core of every successful blog is great content. How you define “great” content will vary somewhat, but it should be content that is unique and relevant to the reader
10 Trending Blog Topics
•Erasing acne scars
•Early skin cancer detection saves lives
•Best fillers for lips and lines
•Back to school skincare regime
•New laser speeds up tattoo removal
•Sculpt your body without surgery
•Cheekbones are back!
•Summer bodies are made in winter
•Here comes the bride and she is glowing
•Get party ready for the holidays
Preferred Posting Practices
What happens when you post another entry to your blog? A few people may read or view it. Some may even post comments or share with a friend. Most blog posts will not gain much momentum unless someone is driving the marketing of your blog. Rather than viewing publishing a post as the endpoint, it is just the beginning.
Promoting blogs should be integrated into your overall online strategy to drive traffic and build brand awareness. Leverage every new post by reaching out to other bloggers. Having another blog or blogger recommend something you posted to their followers or people who trust them is a very powerful way to get the word out. However, getting other bloggers to link to your posts takes some effort. If you do not have an established profile or a preexisting relationship with the bloggers you are pitching, they may not respond.
Avoid pitching posts to other bloggers unless your blog has direct relevance to their readers. Only pitch your most interesting and unique posts that have a higher success rate of getting a link. Avoid suggesting links to purely self-promotional posts, which are most likely to be declined. Offer an angle to the blogger, such as what your post is about and why it might be relevant to their blog. Personalize your request with the name of the blogger and the blog to show that you have a specific interest and are not just casting a wide net. Ultimately, it will be up to the blogger to decide if your blog is relevant for him or her, and some may ask for a fee, which can be worth it if the traffic is substantial.
Try to get your blog included in other bloggers’ blogrolls. A blogroll is a list of links, usually located on the sidebar, that the blogger enjoys and wants to share with his or her readers. This is often a reciprocal relationship. A blogger might use a blogroll to help promote their friends’ blogs or offer readers a wider array of resources on a particular niche, such as beauty or skincare.
Promote yourself from within your blog by using automated and customized tools to drive traffic from your blog to social networks. There are a plethora of social widgets that can be installed by a programmer. Even if you opt for an automated tool as a time-saving measure, widgets work best if you diversify by adding your own personal tweets, linking to external content, and asking questions of readers. Foster community by engaging in a dialogue.
Think of your blog as a dynamic entity with a unique personality of its own. Linking back to your own blog keeps readers engaged and encourages them to explore more of your content. If you search by word or category, you can find a few posts in your archives that you can link back to a current post. Add a link to other content where you may have discussed similar topics as “related reading.” Internal links also improve your search engine optimization.
If you keep your content visible, relevant, and unique, you can attract the right kind of positive attention that adds to your credibility as a trusted source of balanced information.
Guest posting has become widely accepted method of adding links to be placed on websites, blogs, forums, and comment sections. Sites that accept free contributions usually do not have any standards at all. Strategic links back to clients’ sites that get included in these articles are often painful to read due to the awkward language and optimization tactics. So, when you see a feature that repeats phrases like “Hamburg Laser Surgeon” or “Best Bodyshaping Boston” 10 times in one paragraph, it is a thinly disguised SEO exercise. Guest blogging purely for SEO purposes is frowned upon.
Public relations (PR) professionals often suggest writing and pitching “bylined articles.” The key difference between a byline and a guest post is that a bylined article may provide relevant content that also serves the needs of the client by positioning him or her as an expert on a particular topic.
Submitting articles with your byline for publication on select websites can be a highly effective strategy to increase traffic to your site, if you have a hyperlink included in the copy.
6 Tips For Better Blogging
1. Engage readers with a catchy title to draw them in.
2. Ask the reader for a response to draw him or her in.
3. End every blog with a call to action (CTA).
4. Add a “Share This” plugin that allows you to automatically add social media sharing buttons on every post.
5. Add a search box on the sidebar so users can find exactly what they are looking for.
6. Encourage readers to follow your content by including a link to subscribe to your content via e-mail to help build your list and/or RSS feed.
Benefits of e-Books
An e-book is essentially a booklet created in a downloadable digital format that is usually offered at no charge to interested readers. Choose a theme that is a hot topic to generate buzz for your brand. Think of magazine articles that patients would want to read, such as “A New Way to Lift a Sagging Neck—No Surgery Required” or “Freeze Your Mummy Tummy in Your Lunch Hour.” Include visuals that tell the story to break up text. Because these are not designed to be printed, you can create e-books as short or long as you like. From 4 to 12 pages is a good range to work with.
An e-book can be used as a hook to build your e-mail list. Marketing an e-book is straightforward and cost effective. Your Facebook page is the perfect platform to start with. You can offer a free e-book from your page in return for fans filling out a simple form to capture their name, e-mail, and some demographic information.
To attract followers who will want to read your e-book, a Facebook ad campaign is highly recommended. Give people some copy to entice them to download it and a reason they will want to read it. Promoting an e-book on social media is a cost-effective way to reach a very targeted audience.
To make sure your e-book delivers real value, offer useful tips and insider information. Do not just regurgitate copy that is already available on your site or blog or make it a marketing pitch. Keep it fresh with an upbeat tone that is readable and lively, yet informative and visually appealing. It is preferable to enlist the services of a professional writer to work with you for these projects who can keep the tone and voice consistent with your brand. If your sign-ups do not like the e-book, they will lose interest in your clinic and services and will not convert, so the effort will be futile.
Another popular way to get your views and key messages across on popular topics is to create your own podcast. A podcast is essentially like an audio blog post that subscribers can download the listen to on their smartphones.
8 Great E-book Themes
1. Take 10 Years Off Your Face In 10 Minutes
2. The New Way to Restore Your Hairline Without Scars
3. Get Your Confidence Back With Women’s Laser Therapy
4. Breakthrough Skincare To Turn Back the Clock
5. Safer Breast Implants
6. How To Get A Sexy Summer Body
7. New Year, New (insert body part here)
8. Six Steps to a Younger You
To summarize it all
- Content Marketing is the best way to make a connection with your target audience
- staying on the message is important. too much information becomes irrelevant and difficult to navigate
- Blog and E-book both have their own advantages, choose wisely. The goal is to make the reader stay and read more
- Good headlines and summary make it scannable so even if the reader does not read it all, he can scan and get the required information.
- The ideal length of a blog post is between 300-600 words
- Use keyword tags so search engines can scan your blog easily
- Use visuals to make your post engaging
- Internal links to your own blog posts with more details is also very useful
- Calls to action should be added in every blog post
- Guest blogging is a good way of increasing relevant information with more opinions from market experts.
Still feel you need more information or want to know what strategy suits your cosmetic practice the most? schedule a 15 min free consultation call, no string attached.