People searching for information online want answers, not generic ads, says Search Shark Media.
When you're looking for services from some form of health professional in your area - what do you do?
Research suggests most people start with an online search, and that's why content marketing is a popular strategy for everyone - including dental professionals. Of course, it’s not “just” content - it’s interesting, unique, and informative content.
Picture this, someone, we'll call her Sally, has a toothache. What does she do?
If she doesn't already have a dentist, she's likely to start looking for something to help, whether that's home remedies or a local dentist. Where does she look?
The search engines, of course!
That's where dentists are going to catch her attention and get her booked in - whether she's looking for a quick fix, a permanent solution, or just some facts, with great content, you can get your foot in the door if you're at the top of the search.
To put it briefly, content is anything you read, see, or hear online, but more specifically in this case, it's informative, useful, actionable content that also points to a dental clinic website.
It could be a press release, a blog, a podcast - the list goes on.
Which one is the best though? Well… there is no one "best" option - they all have unique benefits and cater to a diverse audience.
The “best” option would be to do as many as possible - which is commonly called multimedia content marketing or omnipresent content marketing.
Great content is more than just marketing, it's also useful information - and people love that.
When they look up details about clear aligners, for example, content can do more than just advertise, it can also help them to learn more about their options, and how clear aligners can be so helpful, yet still so invisible.
So it’s not just that content can rank at the top for your target keywords, but you could also give people something they actually want to read, and that will help them.
Plus, this content won't have "Sponsored Ad" banners - because let's face it, everyone skips links that have them. These aren't Pay-Per-Click ads, captive audience marketing, or anything like that. It's really just informative, helpful content - that simple.
The cool thing about content marketing is the more quality content you publish, the more authority you have in the eyes of search engines. Once the algorithms figure out there's quality content about your brand on high-authority websites, they boost your domain authority and website ranking.
Plus, before you know it, you can have content about all the most likely topics, like what to do about toothaches, which clear aligners are the best, and when kids should get their first check-ups.
No matter what someone searches for, if it's dental-related and near you, they could be bringing up info about your clinic and services.
Even if they're not looking for something specific, as your clinic's domain authority grows, you'll also rank higher for non-specific and super-competitive keywords, like "Best Dentist In (your area)."
Marketing is about giving people what they want. Most of the time that is quick and simple answers, not ads.
This content is provided in partnership with Search Shark Media and is intended for informational purposes only. The views, opinions, and advice expressed in this article are solely those of Search Shark Media and do not necessarily reflect the views or policies of any other individual, organization, or entity.
