PRIME Journal Vol. 12 Issue 1

influencers, and social experts on staff that will need to work from the same content marketing strategy for consistency of messaging. It’s important to circle back to your strategy periodically to change up your plan as new forms of content and additional channels emerge. Content plan A content plan should be very tactical. It documents the specifics of how you will execute your strategy, and who on your team will be handling each task. It’s important to understand that you need a content marketing strategy before you build your content plan. Think of it as a marketing plan that specifically relates to content; thus, it should include details such as the key topic areas you will cover, what content you will create, when and how to share your content, and specific calls to action you will include. Your strategy should be well documented so everyone involved is in the know and will be empowered to be successful. Adapt the template to suit your needs and include the most relevant elements. The next step will be to align all content creators involved in your marketing plan, both internal and external to your practice. What should be included in your content marketing strategy? Think of a content marketing strategy as an outline of your key business and customer needs, plus a detailed plan for howyouwill use content to address them. There is no ‘one size fits all’ template for building a content marketing strategy. It will need to be unique to your business model, however, there are certain general guidelines to follow. Updating your content strategy Content marketing helps to build brand awareness organically. When your content ranks high on key search engines or is shared across social channels, your visibility soars without having to buy into pricey promotions or ad campaigns. This content also is alsomore sticky because your target audience is more likely to engage with it over paid promotions. A program that includes both can help cover all your bases. People tend to buy from brands and businesses that they have relationships with. Some components of your strategy, such as your mission and goals, can remain consistent even as your content marketing program evolves. However, other aspects of your content marketing should be reviewed and updated periodically. To ensure that your strategy stays on target, revisit this periodically, quarterly or semi- annually—to evaluate where you are with active PRACTICE MANAGEMENT | CONTENT STRATEGY | 36 January/February 2022 | prime-journal.com A content inventory should ideally include key pieces of content across all relevant channels, i.e., website, blog, Instagram, Facebook, TikTok, YouTube, etc. Organizing these content buckets in one placewill make it easier to decide what to keep, update, or remove. This content audit will help your team determine which content is working for your business so you will know to create more of that form and tone. The audit will also unroof redundancies in your themes and messaging that should be tweaked or removed. For example, if you are posting a steady stream of offers and discounts, it will be clear that you need to tone this practice down. If you are publishing a plethora of articles on facial injectables and recycling the same points and patient photos, your audience will likely get bored and move on. Executing your plan Next step is to drill down to the actionable details, and assign tasks for who will do what, when, and how. Get your whole team involved to have ownership of their responsibilities and contributions. The budget to be allocated should be determined before executing your plan. There is no set strategy for predicting the total costs of content marketing needed to produce the results you want to achieve. This number will fluctuate bymarket, timing, size of your business, and overriding goals. Start with a budget that is manageable and track results todeterminewhat isworking tocalculate the ROI achieved from each tactic. Begin with a budget that is affordable for your practice and go from there over time. For example, the more revenue generated through your marketing efforts, the more budget you may have to spend to take your marketing to the next level. Document your content marketing strategy to share with all stakeholders so everyone is on the same page. Start by keeping it to a single page that can be easily shared to maximize its impact and expediency with internal staff as well as any external content creators you may be working with. It is important to keep all content producers strategically aligned. Thismay include external agencies, freelancers, copywriters, digital marketers, There is no ‘one size fits all’ template for building a content marketing strategy. Each one should be unique to its owner. CALL TO ACTIONWORDS Think about what you want your audience to do as a result of reading or experiencing your content and include the words to get them there: Bring Buy Call Click DM (direct message) Do Download Fill Go Join Make Post Read Reply Schedule See Send Share Text Write download bring buy do call read text schedule DM (direct message) click see make fill reply go join send post share write see

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