Part 1 of a 2 Part Series
A question we often get asked is, “Where do you find all the great content for your client’s posts?”
At first blush, it seems like an easy enough question to answer. However, we find that to get great content (the kind that gets traction), you need to spend a few minutes to prepare. Think of it in the same way you review the patient’s chart notes and pre-op photos before performing surgery.
STEP ONE: WHO IS YOUR PATIENT?
The first step we do for each client is to learn about the target audience. Let’s say you run cosmetic surgery practice and your typical patient is a female between the ages of 25-65.
STEP TWO: WHAT DOES SHE LIKE?
Next, think about WHAT she likes – her interests, her goals, her style, etc. Since she is a cosmetic surgery patient, you can draw certain broad conclusions, such as:
- Her appearance is very important to her
- Heath, fitness, and cooking tips would be interesting
- She may be a bride, new mom, or have a child getting married so think about the topics might be valuable to her during these life events
- She stays in the know about the latest beauty and cosmetic surgery trends
- If she is a mom, then she’ll be interested in her kids, so think about incorporating topics that deal with family
- Is she a business professional who “does it all”? She might appreciate time-saving beauty tips, or ways to make her life easier (simple recipes, etc.).
Also think about the clothes she wears, the magazines she reads, does she travel? And remember, your practice might have an evolving patient base as time goes on, so be sure to re-evaluate this question every so often. Your patients give you a ton of useful information at each visit – all you have to do is look, listen, and look for trends.
STEP THREE: RELEVANT CONTENT
The above tips should help paint a picture of your typical and/or target patient and will give you clues as to where to look for relevant content. Notice we said “relevant” content.
Think about the massive amount of content you are bombarded with in a given day. What makes you stop and actually READ something? Maybe it’s because it “catches your eye”, makes her laugh, or is pertinent to your life at that moment. Or possibly it was passed on to you by a good friend.
Posting relevant content is probably the most important tip we can give you. If the reader finds it relevant, she’ll find it valuable. When she finds it valuable, she shares it with her network (typically like-minded people who ALSO might be your patients). She’ll re-tweet, “like”, share, forward, Pin, and +1 to her heart’s content, because sharing something of value, also makes her look good to her circle of friends.
In Part Two of our Social Media Inspiration blog post we’ll show you how to be a Content Curating Ninja so you’ll always have great ideas at your fingertips. Stay tuned!