When we talk about content marketing, do you immediately think of viral videos on Tik Tok, social media posts, You Tube or blogging?
Well yes, it is those things. And more. And it’s not just related to online platforms.
It is actually something that has been around for a while. Over a century to be exact.
A famous and one of the first examples of content marketing is John Deere and his freebie magazine The Furrow.
Produced in 1895, the magazine was created to provide practical, helpful information to farmers, with minimal promotion of actual John Deere products. The mag was so successful that it is still in production today!
Let’s look at a definition of content marketing.
The Content Marketing Institutes defines it as:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Basically, content marketing is about creating strategic, valuable and relevant content to your target audience … which can be across all platforms.
So is this something you’re currently doing?
If not, this blog will shed more light on what content marketing is and how you can get in on the action!
What is content marketing?
We’ve established that content marketing is not new and is about providing high quality and relevant content to your target audience in a strategic way, on the reg.
It’s one of seven types of online marketing. Online marketing includes, Affiliate Marketing, Content Marketing, Email Marketing, Pay Per Click advertising (PPC), Search Engine Marketing (SEM), Search Engine Optimisation (SEO), Social Media Marketing (SMM).
Some examples of content marketing that you might already be doing:
- blog articles
- social media posts and live sessions answering questions
- free digital e-books
- free educational resources
- tik tok vids, memes, You Tube tutorials
So yes, content marketing can look like a lot of things. What’s important is that it doesn’t necessarily push a sale and instead, provide relevant and valuable content to your target audience (and maybe even give them a giggle, if appropriate).
Three ways content marketing can help grow your business
- Content marketing is successful because it allows brands and people behind brands to be their authentic self and provide genuine, helpful information to build relationships with future customers/clients.
- It allows brands to engage in meaningful marketing that doesn’t cost an arm and leg (unlike paid advertising). You just need your own time, energy and creative juices.
- Producing regular, high quality website content marketing can also boost your SEO performance and help to meet long term goals of ranking high in search engine results.
WIN WIN WIN!
How to incorporate content marketing into your strategy
When considering any marketing tactic, it’s important to be strategic.
So if you’re planning content marketing, consider your business goals.
What is your purpose for spending all this time to create content?
Let’s look at some examples.
Goal 1: To build brand awareness
For clinicians with new a business and no budget for paid advertising, it is important to figure out how you’re going to make people aware of your new brand.
Content marketing efforts can help you start a conversation and articulate your solution to your target audience’s concerns.
You might do this through social media initially.
Each social media platform is unique and should be considered based on your target market/resources/time/expertise, but generally speaking, social media is a great way to get creative and show your brand personality.
There is also a fair chance your content will be seen given the popularity of social media. In fact, in January 2020 there were 18 million social media users in Australia.
Use your social media channels to promote your high quality website content. Driving traffic to your website will get you a step closer to obtaining leads.
Which brings us to …
Goal 2: Lead generation
Obtaining leads can be tough.
Leads are those people whose information you have obtained with their permission, which now presents an opportunity for you to “market” to them officially. They’re basically one step away from becoming your client or customer. They’re in the decision making mode of whether they’re going to work with you not.
You can use content marketing to obtain leads.
This might look like providing high quality freebies to your target market such as How-To guides, short courses, video series, webinars. You would provide this highly valuable content in exchange for their email address.
Once you’ve started to capture email addresses, the goal now is to turn your leads into future clients.
Which brings us to …
Goal 3: Converting clients
What I love most about content marketing is that it is a genuine way to build trust and show your target audience that you can help them.
With consistent, valuable content, your audience can get to know you, trust you and feel confident that you can provide the solution to their concern.
Consider distributing a regular newsletter that continues to inform and educate your target audience with information that is answering their questions and show how you can help.
Then when you promote an actual offer, such as new services, a book, a course, etc, this audience already likes you and is going to be much more motivated to purchase from you (aka “convert”).
Goal 4: Retaining your clients
If you are currently working with clients and your goal is to retain them, you could continue to use content marketing to create value with your service.
For example, providing regular free resources, group education sessions and continuation of a regular newsletter.
For clients who have finished treatment, you might consider offering an online course or workbook that they may find helpful with their recovery.
If you’re currently producing tonnes of content across multiple platforms, that’s great!
But I invite you to consider whether that content is strategic and highly purposeful to meet business goals?
Planned and strategic content marketing can save you a tonne of time and effort.
Whatever your business goal, chances are there is an opportunity to integrate content marketing into your marketing activities.
Is it time for you to start getting more strategic to meet your business goals?
Drop a comment below about how you’re content marketing your private practice.