A Content Marketing Strategy for Your Clinic in 10 Minutes

Digital marketing strategies can be hard and time-consuming, especially when you’re busy trying to run and promote a private practice. Not a problem though because we’ve created a super-quick, super-simple method for creating a content marketing strategy in minutes.

Let’s build a marketing strategy and break down the steps.

What is a content marketing strategy?

A content marketing strategy is a plan for building an audience by publishing, maintaining, and spreading frequent and consistent content. Most often this is done through a blog on your website but could also include videos, infographics, podcasts, E-books and more.

Content marketing is great for private clinics and hospitals because you can cast your marketing net far and wide to reach your target market.

Step One: Keyword Research

First of all, we want to have an idea of your keywords. The best starting point for this is looking at the services you offer. Let’s take cosmetic dentistry for example and let’s assume you’re based in London.

Obviously, you would want to rank for cosmetic dentistry and show in the search results whenever someone searches for that term. But what else do people search for?

Let’s take a look at https://keywordtool.io/. This is a completely free tool and will help us get started.

So we type in “Cosmetic Dentistry” and straight away we get a list of related keywords we may want to rank for:

cosmetic dentistry on nhs
cosmetic dentistry on finance
cosmetic dentistry on long island
about cosmetic dentistry
cosmetic dentistry after bds
cosmetic dentistry after braces
cosmetic dentistry after invisalign
cosmetic dentistry before after
cosmetic dentistry near me
cosmetic dentistry near me with payment plans
cosmetic dentistry near me veneers
cosmetic dentistry near me cheap
cosmetic dentistry of san antonio
cosmetic dentistry in mexico
cosmetic dentistry of the carolinas
cosmetic dentistry of hayward
cosmetic dentistry in turkey
cosmetic dentistry for receding gums
cosmetic dentistry of new mexico
cosmetic dentistry of long island
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cosmetic dentistry vs aesthetic dentistry
cosmetic dentistry vs braces
cosmetic dentistry for seniors
cosmetic dentistry and orthodontics
cosmetic dentistry without braces
cosmetic dentistry without veneers

Now you’ll want to go through this list and remove any irrelevant terms (it’s unlikely we’re going to get anyone to our UK based cosmetic dentistry clinic that is looking for cosmetic dentistry Mexico!)

Now each of these would make great landing pages on our site. If your practice offers cosmetic dentistry on finance, build a page for it. If your practice offers cosmetic dentistry for periodontal disease, make a page for it. If you get a lot of enquiries about whether cosmetic dentistry is better than braces, guess what? Make a page for it!

Step 2: Supporting Content

We can even take this a step further with Keywordtool.io and click on ‘questions’

  • is cosmetic dentistry covered by insurance?
  • is cosmetic dentistry a specialty?
  • what are cosmetic dentistry procedures?

These are all great topics for blog posts. We can even use these blog posts to direct people to our landing pages. In this way, the blog posts actually support our main service pages. That’s why we refer to them as ‘Supporting content’.

Essentially, we’re attracting anybody that may have questions such as these, answering their queries and then gently moving towards our service pages.

Step 3: Check Top Ranking Websites

Step three, analyse one of the top-ranked websites for the keyword. So let’s take ‘cosmetic dentistry in Brighton’. I would search Google for that term and I would look at all the top pages, the top 10 to see what they are doing for SEO.

Now one of the pages that ended up ranking was https://www.brightonimplantclinic.co.uk/cosmetic-dentistry/ so I would go in there, look at that page. I can see they are using the term ‘Cosmetic Dentistry’ in their URL, Title and meta-description in the search results. These are things we’ll go into in more detail in the future.

So this tells me straight away these guys are looking after their SEO and obviously doing a good job with it.

Looking at their site, I can see they did have a blog, but it’s been inactive for around a year:

So maybe that’s a good opportunity for us to create more, and better content than them and start attracting some of their customers and patients.

They have a nice clear contact button. They also have a ‘request my appointment’ button in the header and an appointment calendar.

They can either call, which is the next thing, they have a phone number or they can just do it themselves if they’re on the go and they don’t want to call you. That’s a great user experience. 

They are also using content marketing by including video testimonials one of which even includes Eastenders Nasty Nick!

Step 4: Create Topic Clusters

Step four, instead of having one page about cosmetic dentistry, we’re going to have pages related to it, plus all the subtopics. So subtopics could be teeth whitening, dental implants, porcelain veneers, Invisalign, dentures, smile makeover, cosmetic bonding.

By doing this, you’re creating, what’s called topic clusters. You’re covering all the topics related to a specific category and then Google’s like, ‘Hey, these guys are going super in-depth and thorough. We should rank them higher than someone else who just skims the surface because they are more likely to solve the issues for the customer or the searcher.

Step 5: Optimise Google My Business

Step five, optimise Google My Business. You can get so much revenue from Google My Business if you’re a local business like this one. So you want to fill all the details in Google My Business, including your keywords and your description. You want to make sure you have a great landing page for people to click through to the website.

You want to make sure you have the best shots that are possible of your facility, maybe even do before and after pictures if your customers or clients will allow it, even pictures of your team if they allow it. And you want to track reviews. The more reviews you have, the better off you are.

And really a big thing is not just having the pictures of your location, but pictures of the results. That makes a lot of sense as we saw in our original keyword research people were searching for “cosmetic dentistry before and after”

Step 6: Paid Ads

Everyone talks about organic or paid. It’s not, one’s better than the other, you want to do everything that produces results. It makes you money, do it. And you want to put together an offer. So what is the lowest investment high-value offer that you can end up creating?

You also want to target age groups in your local area. If you know that your customers are 60 for denture implants versus 30-year-olds wanting teeth whitening, you know who to target for different ad types.

And you want to test the different offers for different groups within your region, so that way you can see what’s working better, what’s profitable, what’s not.

And that’s it! If you’re looking for some help with a content marketing strategy for your clinic, just get in touch and we’ll be happy to help.

Author: Geoff Meakin

Geoff is a digital marketing consultant at Healthcare SEO and director of Online Success Systems. He has worked in the SEO industry since 2013 and has led a team of five direct reports and helped hundreds of clients with their SEO.
He holds a BA Degree in Online and Offline Publishing, is Google Analytics and Google Ads qualified and has contributed to the Independent Practitioner Today amongst other publications.
Geoff has first-hand experience working in both the private and public healthcare sectors as an Operating Departement Practitioner where he was lead for infection control, blood transfusion training and advanced life support (ALS) qualified.
You can read more about Geoff on our About page or connect with him on LinkedIn.
He lives in the South East of England with his wife and four crazy children.