The greatest thing about the content that businesses create is that it can be consumed in so many ways. The written (or typed) word, video, audio, and other creative outlets like AR and VR technology make it possible to take an original piece you’ve created and change its delivery for an entirely different method of consumption. Essentially, you’re repurposing content that you’ve already made and putting it back out there in less time than before. This helps your dental practice get more value out of your content investment while also enabling its distribution to various channels where it can reach a new, broader audience.
The Criteria Of Repurposing Content
Before you start, you want to make sure you’re not flying by the seat of your pants for the sole purpose of creating “new “content. For example, what are your goals for repurposing content? Do you want to reach a new audience? Do you want to spend less time creating something brand new? Are you interested in developing a new distribution channel?
These are the questions that will give you a sense of direction and once you’ve decided on this, you’ll want to understand the intricacies of these channels. For example, if you want to create video content from a blog post you need to understand how this platform’s audience reacts and what they’re looking for. Finally, determine whether your content really needs to be repurposed. Although it may perform well as an article on your blog, it doesn’t mean that its success will correlate with evergreen video content.
Now that we’ve covered the criteria of repurposing content, let’s discuss the different ways of making your content shine.
1. Video
Converting a blog that you’ve written into a video is an incredible way of targeting a broader audience that already wants to consume your content. It does require more work to begin with but the reach on platforms like YouTube makes it an excellent way to share your message.
Once you have this content up and available, you may be tempted to share it as it is, but don’t get caught up with sharing your new audio-visual masterpiece. Instead, take your video that you put on YouTube and break it down into smaller components. These shorter video formats are perfect for sharing on social media like Facebook and Instagram while also doubling their utility as ads.
If you’re sharing information that discusses a topic your audience cares about, consider sharing the audio portion as a podcast. To think you could recreate all of this content from a single blog post article is astounding, so be creative with it and discover how to distribute it to your audience.
2. Social Media Posts
If your dental practice is on Facebook, Instagram, Twitter, and LinkedIn, this is especially useful for you. You can take the same content that you wrote on Facebook and copy and paste it on Twitter. Nice — now you have two pieces of content, but let’s add a third. Screenshot your Twitter post that you created and share it on Instagram; this type of content is constantly being consumed by users on the platform so utilize this strategy to your advantage.
On LinkedIn, take your screenshot from Twitter and post it with some more added context. LinkedIn loves images that are shared with more information and storytelling is key on the platform, so double down on telling your story.
3. Email Newsletters
The world is a busy place and even though your content may be amazing, it doesn’t always mean it’ll reach your audience. Take an existing blog post and make it more conversational and to the point, then create a series of emails that you can deliver directly to your mailing list. By doing this, you’re able to still provide valuable information to your patients and prospects without them having to search for your content outside their inbox. To be clear, don’t paste a link to your content in the email. Instead, deliver it as the content of your newsletter and do it in chunks so that it is easily consumed.
4. Infographics
Did you know that people remember 10% of the information they hear out loud vs. 65% of the information they see in a visual?
And that people following directions with both text and illustrations do 323% better than people following directions with text only?
Infographics are incredible pieces of content that are loved by basically everyone.
Why?
They are 30X more likely to be read from top to bottom than a typical blog.
They get 3X the shares as any other type of content on social media.
And they are quickly consumed, easy to digest, and deliver value all in one place. For visual people in your audience, this form of content is right up there with video and should be part of your repurposing effort.
Many blogs come in the same form as the one you’re reading now so be sure to trim the fat and focus on where the value is created.
Remember, infographics are meant to display information graphically so cut most of the words out; your audience will thank you for it.
5. Blog Posts
The last piece of the puzzle is to repurpose existing blog posts by updating them to become more relevant. Many high-performing blog posts from your dental practice may have knocked it out of the park years ago, but over time so has the performance of this content. This is because the information is likely outdated and needs a revamp. By updating your blogs and adding or removing different parts, you’re able to recycle your message with more relevant data and information that develops your authority and shows your audience that you’re delivering value consistently.
Repurposing content can send you off into many directions that provide value to both your practice and your audience. Like anything else you do in your practice, you want your efforts to be successful, and content recycling is no different. We’ve suggested the different criteria you need to cover before deciding what to repurpose and the different methods you can use for your efforts. Not only will this help you, it will also help your team and your audience as well. It’s a win-win-win situation that’s great for everyone.
For professional help with repurposing content for your dental practice effectively, don’t hesitate to reach out to Ian here at Dental Marketing Heroes. He loves helping dental clinics thrive!
About the author
Ian Cantle is passionate about helping dental practice owners achieve their dreams by helping them systematically grow their practices, beat out the competition, and give back to their community.
Ian is an author and expert in the fields of strategic marketing for local businesses, SEO (Search Engine Optimization), and Web Design.
Want to discover the Dental Marketing Heroes difference, book a free discovery call or call us at 905-251-8178.
Ian Cantle is passionate about helping dental practice owners achieve their dreams by helping them systematically grow their practices, beat out the competition, and give back to their community.
Ian is an author and expert in the fields of strategic marketing for local businesses, SEO (Search Engine Optimization), and Web Design.
Want to discover the Dental Marketing Heroes difference, book a free discovery call or call us at 905-251-8178.
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Frequently Asked Questions
How do I assess a consultant's effectiveness?
To assess a consultant's effectiveness, focus on tangible results, alignment with your goals, clear communication, and the consultant's ability to adapt to your changing needs.
What are common dental practice marketing strategies?
Some common dental practice marketing strategies include search engine optimization (SEO), content marketing, social media marketing, email marketing, direct mail, and patient referral programs. These tactics can help attract new patients and retain existing ones.
How can a dental clinic increase patient acquisition?
A dental clinic can increase patient acquisition by implementing effective marketing strategies, such as improving their online presence, leveraging social media, and offering promotions or incentives to attract new patients.
What roles does a marketing consultant fulfill?
A marketing consultant helps develop and implement effective marketing strategies, analyze data, identify growth opportunities, and provide guidance to improve a business's marketing efforts and overall performance.
Can consultants improve online marketing efforts?
Yes, consultants can improve online marketing efforts by providing strategic guidance, analyzing data, and implementing proven tactics to enhance a business's digital presence and drive measurable results.
What metrics measure marketing success for dentists?
The key metrics for measuring marketing success for dentists include new patient acquisition, patient retention, average revenue per patient, patient referrals, and return on investment (ROI) from marketing campaigns.
How often should marketing strategies be revised?
Marketing strategies should be reviewed and revised on a regular basis, typically every 6-12 months, to ensure they remain relevant and effective in responding to changing market conditions, competitor actions, and customer needs.
What digital marketing trends impact dental clinics?
Digital marketing trends impacting dental clinics include increased focus on patient experience, rise of telemedicine, growth of social media marketing, and optimization for mobile devices.
How to balance traditional and digital marketing?
Balancing traditional and digital marketing involves strategically combining both channels to maximize reach and engagement. Integrate print, broadcast, and direct mail with a robust online presence, social media, and targeted digital campaigns for a comprehensive marketing strategy.
How to choose the right marketing agency?
Look for an agency with proven dental marketing expertise, transparent reporting, and a focus on delivering measurable results that align with your practice's objectives. Ensure clear communication and a collaborative partnership for long-term success.
What constitutes a successful marketing campaign?
A successful marketing campaign effectively targets the right audience, delivers a compelling message through the appropriate channels, and produces measurable results aligned with the organization's objectives.
How to gauge patient satisfaction with marketing?
Regularly gather patient feedback through surveys, reviews, and personal interactions to understand their satisfaction with your marketing efforts. Monitor metrics like website traffic, lead generation, and appointment bookings to assess the effectiveness of your marketing.
What should a dental marketing plan include?
A dental marketing plan should include strategies for patient acquisition, retention, and referrals, incorporating tactics such as website optimization, social media engagement, email marketing, and targeted advertising to reach and connect with the desired patient base.
How does a consultant optimize marketing budgets?
A consultant optimizes marketing budgets by analyzing data, identifying high-performing channels, reallocating resources, and implementing cost-effective strategies to maximize return on investment.
Are there specialized marketing tools for dentists?
Yes, there are specialized marketing tools and strategies for dentists, such as dental-specific SEO, social media management, lead generation funnels, and reputation management services to help grow dental practices.
What's crucial for a dental website's success?
A dental website's success hinges on a user-friendly design, compelling content, strong search engine optimization, and a seamless patient booking experience to attract and convert visitors into loyal patients.
How can SEO improve a dentist's online presence?
SEO can improve a dentist's online presence by increasing their website's visibility in search engine results, driving more targeted traffic, and enhancing credibility through higher search rankings.
What's the role of social media in marketing?
Social media plays a crucial role in marketing by allowing businesses to engage directly with their target audience, build brand awareness, generate leads, and drive sales through cost-effective and measurable campaigns.
How to create engaging dental marketing content?
Develop a content strategy focused on providing valuable information to your target audience. Use visuals, storytelling, and thought leadership to create content that resonates and builds trust with potential patients.
What innovative marketing tactics attract new patients?
Innovative marketing tactics that attract new dental patients include targeted social media advertising, creating a strong online presence, offering promotions for new patients, and leveraging patient referrals through loyalty programs.
How to manage patient feedback effectively?
Actively solicit patient feedback, respond promptly to concerns, use feedback to improve processes, and regularly communicate with patients about changes made based on their input.
Can targeted ads increase dental appointment bookings?
Targeted ads can be an effective strategy to increase dental appointment bookings by reaching potential patients who are most likely to need and seek dental services. Careful targeting and ad optimization are key to maximizing the impact on appointment bookings.
How to build a referral network through marketing?
Build a referral network through consistent content marketing, strategic partnerships, and exceptional customer service. Leverage testimonials, rewards programs, and personalized outreach to encourage existing patients to refer new business.
What are the compliance considerations in dental marketing?
Dental marketing must comply with regulations on patient privacy, advertising claims, and professional conduct. Practices should consult legal counsel to ensure marketing activities adhere to relevant laws and industry guidelines.
How to measure ROI from marketing expenditures?
Measuring the ROI from marketing expenditures requires tracking key performance indicators such as website traffic, lead generation, conversions, and revenue generated. Regular analysis of these metrics can help determine the effectiveness of marketing initiatives and guide future investments.
What's the impact of branding on patient loyalty?
Effective branding helps build trust and credibility, which can foster stronger patient-provider relationships and boost patient loyalty. A strong brand identity differentiates a practice, creating a memorable impression that keeps patients returning.
How to navigate competitive analysis in dental marketing?
Conduct thorough research on competitors' marketing strategies, identify their strengths and weaknesses, and use these insights to develop a unique value proposition and differentiate your dental practice in the market.
How can analytics improve marketing decision-making?
Analytics can improve marketing decision-making by providing data-driven insights into customer behavior, campaign performance, and marketing channel effectiveness, enabling more informed and strategic decisions to optimize marketing efforts and drive better business outcomes.
What is the importance of a marketing audit?
A marketing audit provides valuable insights into the effectiveness of a practice's marketing efforts, allowing for data-driven decision-making to improve ROI and better align strategies with business objectives.
How does a consultant streamline marketing operations?
A consultant can streamline marketing operations by evaluating current processes, identifying inefficiencies, and implementing more efficient workflows, automation, and data-driven decision-making to optimize resource allocation and improve overall marketing performance.
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