With the amount of competition in the market, it can be challenging to stand apart from your competitors and have your voice be heard. This dilemma can be even more problematic if you’re using graphics and pieces of content that are too similar to that of other businesses that offer services that are identical to yours. It is essential to have content that not only gets the reader’s attention, but shows them that it is unique and created specifically for your brand. In this blog, we’ll dive deeper into why so many practices and treatment centers have taken the route of creating their own content and how it has positively affected their digital marketing efforts.
By creating custom content, you’re ensuring that whatever your company publishes is original. When you have original content, you’re able to shape that content to fit your practice’s goals and branding. If you were to choose a template graphic or a stock photo that you place alongside some copy you’ve written, it can be challenging to find something that not only matches what you’ve written, but also emulates your brand’s goal and tone.
There are many different ways to make sure that the content you’re sharing is unique. While in this industry, often it is considered inappropriate to share photos of current clients, many times, companies trying to swing the other way, will heavily rely on stock photos and videos. This can create a “haven’t I seen this guy before?” feeling when your potential clients notice that several photos you’ve posted contain a particular stock photo actor. Although this shouldn’t be your biggest concern, it can be detrimental to the genuine approach that you’re wanting to display on your website, social media pages, and other marketing efforts. Using staff members or hiring your own actors can be one way to ensure that your look is custom and unique.
Another reason you should always want customized graphics is the fact that you won’t have the same graphics that your competitors do. While this may sound obvious, we believe it needs to be emphasized because many companies actually do put out identical looking content, or by their instagram feed or Facebook timeline, it appears that they have nothing of their own to contribute. While it can still be a part of your strategy to pull articles from respected resources, it can become a problem when this is not balanced with content that is more reflective of your brand and who you are as a company.
If your company stands out from the crowd and puts out content that you’ve created, you can show your potential clients that you put extra time into what you’re putting out, so you can put extra time into what they’re paying you to do as well!
There are dozens of ways you can market your practice through content, but we are going to explain three main umbrellas of content types.
Graphics are the glue that hold your visual brand together across your entire digital presence. This includes your website, social media, informational materials, and outgoing emails. No one wants to read a wall of text without images, and graphics keep your clients and potential clients engaged with your content. Graphics have the power to express who you are and what makes you unique as a professional.
We’ve entered a new digital era where we are constantly surrounded by video and audio content in the form of podcasts, audiobooks, and social media live streams. These forms of communication have become so accessible that it seems everyone has taken to them to tell their story. Taking soundbites from your radio, podcast, news, or other appearances is a great way to repurpose old content you’ve already created, attracting your ideal audience. These clips also make you look and sound like the thought leader that you are in your industry.
Ultimately, having blogs on your website related to your area of practice will help ideal clientele find your website. Professional content writers know how to increase your Search Engine Optimization (SEO) using keywords, formatting, and word count guidelines, making your website search engine friendly. Blogs are also a surefire way to provide valuable insight and tips to potential clients, helping them gain trust in you.
If your practice or center needs assistance creating captivating content for its audience, Theory About That can help! Our company specializes in creating content specifically for the industry with the added benefit of having experience in digital marketing. To learn more about how our team can help you accomplish your goals, you can visit our website and contact us!