PRIME Journal Vol. 12 Issue 1

PRACTICE MANAGEMENT | CONTENT STRATEGY | 34 January/February 2022 | WendyLewis offers guidelines for defininganeffectivecontent strategy JUST SAYNOTO CONTENTCHAOS! WENDY LEWIS is President of Wendy Lewis & Co Ltd, Global Aesthetics Consultancy, a marketing communications group in New York. An award-winning writer, her textbook. Aesthetic Clinic Marketing in the Digital Age. (CRC Press) will have a second edition in 2022. She is a frequent presenter at virtual and live conferences worldwide. contact A RE YOU DROWNING IN CONTENT but not sure what to do with it all? Do you often find yourself endlessly staring at your various screens, trying to figure out where to post what and when? Having intermittent moments of feeling clueless about what will work for growing your digital brand? You may be suffering from a chronic condition sometimes called ‘Content Chaos,’ and it’s all too common. It can be overwhelming to sort through the best strategy for content that delivers the right result, especially since the rules are constantlychanging. It canbe challenging formany aesthetic practices and medspas to learn how to create good content or what that even entails. It can be tricky to determine why they are not attracting enough newpatients or sellingmore treatments fromall their efforts. Content marketing is a marketing strategy used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, images, infographics, and other forms of media. This approach is key to establishing your expertise, promoting brand awareness, and keeping your business top of mind when customers are seeking what you have on offer. It requires more than just a better way to organize your content; rather, it needs a universal strategy to quickly determine how to optimize the best content for the right channel at the right time. Content chaos creates unnecessary diversions that can keep key stakeholders in the practice too busy sorting through it all to use it in a timely manner. Content creation Each marketing channel you may be active on tends to appeal to a subset of viewers in a different way. For example, you wouldn’t use the same exact content in terms of verbiage, style, and images, on Facebook and LinkedIn, although I see this very frequently. A Facebook business page is primarily used by aesthetic practices to reach consumers, whereas LinkedIn is a B2B platform where you can connect with colleagues, vendors, and like-minded businesses. Clearly, consumers and prospective patients are also active on LinkedIn, but it’s important to reach them in a different way with key