One of the questions we get from our clients and people trying to figure out how to get more organic traffic to their website is:
“Jace, what kind of content should we be creating? I don’t want us to publish useless content that wastes our time and doesn’t add to our bottom line. What is a good content marketing strategy for our clinic?
What kind of content is an excellent question because I have seen far too many clinics create content or pay someone to create content that nobody will ready and has zero chance of ranking on Google. It’s usually not the clinic’s fault; it’s the marketers giving the clinics lousy advice.
If you are reading this, in the next 5 minutes, you will learn what type of content you should be creating so that you don’t waste money and time.
Why should you take our advice? How do you know what works?
Years ago, I started Ydraw, a whiteboard animation company. We did not know anything about Google Ads, but we did understand SEO. Google wanted content loaded with keywords and backlinks. I am not talking about the type of content that you have to produce now. Here was the strategy.
- Create a simple 300-word article and stuff it with the keywords you wanted to rank on page 1 of Google. We would even change the colors of the keywords to match the website’s background so that Google would see them, but not the viewer. It was simple.
- After we created the content, we would buy a bunch of backlinks from junk websites.
The content strategy worked great until Google changed the rules in 2013. They came out with some updates that wiped out anyone that was playing the game. Google changed the rules during the game, and we received the Google slap. The Google slap is where Google takes you off the front page and buries your website on pages 3,4,5, or 6.
Luckily we had Google Ads, or our revenue would have tanked. We just bought our way to the top until we adjusted our content strategy.
Why do I tell you this story? Because I learned my lesson the hard way. Google wants one thing.
To provide the best answer to the person searching.
If you provide the absolute best answer to a question, Google will find you and place you at the top.
We were not doing that. After the Google Panda update, those who created the best content and answered questions were now ranking number 1 on Google. All those looking to game the system got sent packing.
We learned a valuable lesson and have since changed our strategy to be more consumer-focused. The method I am going to share is not easy to do but will get you the long-term results you need.
So let’s get started.
Step One: Answer The Questions Your Patients Have
Write down the top 10 questions that your patient has and answer those questions. You will want this to be an entirely written article, just like the one I am doing. We get asked: What is a good content strategy for my medical clinic? I am answering that question right now. At this point in the article, I have written 539 words; make that 545. I will stop somewhere around 2500 words.
Why so many words?
The average word count on page one of Google is about 1,447 words. The top spot is a lot more than that. I like to write content that exceeds the 1,447 to give me a better chance of ranking.
Let me show you an example. I have a marketing company called RED. Initially, it was called Marketing Hy. That website started to rank for a lot of quality keywords that have to do with YouTube Views, Tictok Views and Instagram followers. When I saw that Google like our website for things to do with Social Media, I decided I needed to figure out a way to monetize my traffic.
When Clubhouse, the newest social media app, came out, I saw an opportunity to rank quickly for the keywords “How to Get Clubhouse Followers.” I noticed this was a question people were searching for. So I answered it.
My staff produced a lengthy article about growing your Clubhouse following, which took two weeks to hit page one of Google. That simple article pays me more than $3000 per month. I get paid when people order Clubhouse followers. I paid $250 to have the article written, and I make $3000 a month. Not too bad!
Can you expect these types of results overnight? No, you can not. My website has a lot of content, backlinks, and domain authority. It takes time, backlinks, and high-quality content to hit page one of google.
Back to Step One. Please write down the top 10 questions your patients have and answer them in a written article, a blog post or a PDF guide. After that, you will move onto step two.
Step Two: Repurpose your content.
When you produce quality content, you need to get the most out of it by repurposing your content. Turn your blog into a video, email campaign, Facebook post, Instagram post, Pinterest, YouTube, Linkedin, etc. I would suggest spending some money on boosting your content with Facebook, Youtube, and Instagram ads. When your content gets shared, you get instant feedback and collect some Backlinks along the way. Google also looks at social for ranking.
Once you have answered the top 10 questions, it is time to move on to other content types. Content that’s constantly searched. For this, I like to reference a book called. “They Ask, You Answer”
Marcus, The Author, says it best:
Lo and behold, I found five specific blog categories — which we now call The Big 5 — that consistently outperformed every other blog topic out there, regardless of what industry happened to be publishing them.
That’s right, The Big 5 blog topics were completely industry-agnostic in their ability to drive remarkable growth for companies who answered questions within those categories thoroughly and honestly.
So, what are they? You may be surprised at how deceptively simple they are:
- Problems (theirs and yours)
- Best of lists (best in class, best practices)
The Big 5 blog topics above are guaranteed to drive your traffic, leads, and sales for your company. If you’re smart enough to write about them, that is.
Using the Big 5 formula above, let’s look at some of the topics and titles medical or integrated clinics should produce. I will give you some ideas.
Cost: How much does a Stem Cell treatment cost?
How much can you expect to pay for Knee Surgery?
Comparison: Surgery vs. Regenerative Med. Which one is best for you.
Knee Surgery vs. Stem Cell
Hip Replacement Surgery vs. Stem Cell Therapy
Problems: How do I get rid of Knee Pain?
What are things I can do to prevent Knee Surgery?
Best Of Lists: Top 5 knee pain exercises to avoid
Top 10 reasons people have knee pain and how to avoid them
5 Of The Highest rated medical clinics in Utah
Reviews: A Honest Review of Boutiful Well Group
Stemcell Review: Why the clinic you choose matters
Where should you start?
Creating a content strategy is problematic because it takes time and money. There is also the unknown factor. What if you spend all this time and money on content and it doesn’t work?
A better question would be…What if you don’t spend all this time and money on content, and your competitors do?
Build great content, and the patients will come that I can promise you.
I am already two hours into this article, and it’s still not finished.
It would be best if you made content writing a priority for you and your team. That’s if you even care to rank and get organic traffic.
Is it worth it?
Yes, because content never goes away. It could bring your business patients for years. If you plan on being in business for more than two years, have a content strategy. Invest the time and resources upfront. It will produce quality patients and traffic.