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Why dentists need content marketing
Successful dental marketing is about building a visible presence wherever prospective patients in your area are looking for dental services. These days, the search for a local dentist often happens on a search engine, like Google or Bing.
Content marketing is the process of creating content — including blogs, case studies, videos and social media posts — that ranks well on search engines and helps prospective patients find your dental practice.
Done correctly, content marketing for dental practices has been shown to increase organic visibility on search engines, build trust with prospective patients, drive low-cost, high-quality leads and more.
6 benefits of content marketing for dental practices
1. Get found on search engines
Creating informative, high-quality content for your dental office website, social media profiles and beyond can help you rank higher on Google and Bing for relevant keywords. Content marketing gets you in front of leads in your area actively searching for the dental care you have to offer.
2. Drive low-cost, high-quality leads
Content marketing is one of the most cost-effective ways to drive leads to your dentist website. With a consistent content marketing strategy, you get your dental practice in front of the highest-quality leads on search engines and social media websites. And, the best part is that every organic click is totally free.
3. Become a thought leader
Consistently publishing content helps you become known as a leading dental authority in your field and area. If you’re seen as an expert, prospective patients are more likely to trust your dental practice — even if they’ve never visited your office before.
4. Build trust and credibility
Building trust is a key part of winning new dental patients. When you consistently publish content, you’re able to build trust and credibility with prospective patients before they even step foot in your office. By answering their questions and helping solve their dental problems before they become a patient, you will build lasting relationships that will pay dividends down the road.
5. Educate and inform your client base
Content can also be used to educate and inform your current patients about the dental procedures and services you offer, as well as dental care as a whole. By providing helpful, informative content on your website and social media channels, you can increase patient loyalty and trust.
6. Control the conversation
When someone googles your dental practice, what do they see? By creating content on a consistent basis that's informative, authoritative and professional, you'll have a lot more control of what they see. Content marketing puts you in control of the conversation about your dental practice.
How to find the right keywords for your dental practice
Successful dentist SEO (search engine optimization) and content marketing strategies are all built on one thing — keyword research. It's the foundation of your organic success because it tells you what prospective patients are searching for online and how you can best reach them.
Finding the right keywords for your dental practice starts by putting yourself in a prospective patient's shoes. If you were looking for a local dentist, what keyword would you search for on Google or Bing?
Once you've identified the best keywords to target for your dental practice, start creating content centered around them and optimizing your existing website content with them.
Best content marketing types for dentists
Blog articles and website content
Blogging gives you a platform to share timely, informative content with your audience on a regular basis. Not only will this help improve your organic visibility on search engines, but it will also help build trust and credibility with prospective patients. Try to publish blog posts on your website consistently, and make sure to use relevant keywords.
Social media posts
Social media is one of the best platforms for dentist content marketing. You can use social media to share blog posts, infographics, videos and more with your audience. You can also engage your audience by using social media to run contests, offer promotions and interact with your patients on a more personal level.
Email marketing is an easy way to reach your existing patients and keep them up to date on what's going on at your dental practice, as well as to nurture new leads. You can use email to share content with your audience, promote special offers, send appointment reminders and more.
Videos are a powerful content marketing tool because they can help prospective patients get to experience your dental practice and team before they even step foot in your office. You can use video content to introduce new team members, showcase your office, give a tour of your facilities and more.
Infographics are a visually appealing way to share information with your audience. They can be used to educate patients on a variety of topics, from dental hygiene tips to the different types of dental procedures. Infographics are also perfect for social media, as they're easy to share and can help boost your reach.
Press releases are a key way to share newsworthy content with your audience, such as the launch of a new dental service, the addition of a new team member or the expansion of your practice. You can also use press releases to build backlinks to your website, which can help improve your organic visibility on search engines.
How to write blogs for your dental practice website
Pick a catchy headline
As the first thing a reader sees when they visit your blog, you need a headline that will draw visitors in and entice them to stick around. Write a headline that's clear, concise and to the point. And, if possible, make it catchy.
Use short, easy-to-digest sentences
No one wants to read a dental blog post that's full of complex, jargon-filled sentences. When writing for your dental practice website, use short, easy-to-digest sentences. This will help keep your readers engaged and ensure they stick around until the end.
Include images, videos or infographics
Make your blog posts more visually appealing by including images, videos or infographics. Not only will including visual elements make your blog more attractive, but it will also help to break up the text and make your content more engaging for your readers.
Use keyword-rich phrases
Including keyword-rich phrases in your blog posts will help improve your organic visibility on search engines. When choosing keywords, be sure to select ones that are relevant to your topic and have a good amount of monthly searches. Keywords should always sound natural and should never be forced into a blog post.
End with a call-to-action (CTA)
Your blog post shouldn't just end abruptly. You should always include a call to action (CTA) that encourages your readers to take some sort of action. This could be anything from subscribing to your email list to scheduling an appointment at your dental practice.
Blog topic ideas for dentists
Answers to FAQs
You should have a frequently asked questions (FAQ) page on your website to address common questions you hear from your patients and leads. But, it's also a good idea to give more in-depth answers to your most frequently asked questions in your blog. This allows you to really dive into the topic and provide even more valuable information for your readers.
Case studies and client testimonials
If you've had patients who have had great results from treatment at your dental practice, consider sharing their story in a blog post. This could be done in the form of a case study, which would include information, such as the patient's symptoms, the treatment they received and the end result. Be sure to get permission from the patient first.
How-to guides are another great type of content to share on your dental practice blog. How-to guides provide valuable information on how to do something, such as how to brush your teeth correctly, how to floss properly, how to whiten your teeth at home, etc. By creating how-to guides, you can help your patients and leads improve their oral health and build trust.
Commentary on industry news
If there's something newsworthy happening in the world of dentistry, consider writing a blog post about it. This could be anything from new research or studies to changes in dental insurance. By providing commentary on dental news, you can show that you're up to date on the latest industry trends and developments.
Team highlights and updates
The dentists, dental hygienists, office managers and other skilled professionals on your team help to make your dental practice what it is. Use your blog posts to showcase your amazing team, announce team updates, such as new hires and promotions, and show the human side of your dental office.
Your dental company's story
Your patients and leads want to know who you are and what your dental practice is all about. Share your story in a blog post, and let your readers get to know you and your team. This is a fantastic way to build a connection with your audience and make them feel more comfortable doing business with you.
Content marketing FAQs for dentists
Why is content marketing important for dental practices?
Content marketing is important for dental practices because it helps to build trust with potential patients, shows off your expertise and can improve your organic visibility on search engines. By creating high-quality content on a consistent basis, you can get in front of the right people — and win their business.
How often should you be blogging?
There's no hard and fast rule when it comes to how often you should be blogging. However, we recommend that dental practices aim to publish new content on a regular basis — at least once a week. This gives you a chance to cover a variety of topics and keep your audience engaged.
How do you optimize your dental practice website for search engines?
There are a few different ways you can optimize your dental practice website for search engines, like including relevant keywords in your content, using alt tags on images and making sure your website is mobile-friendly. By taking these steps, you can improve your chances of ranking higher in search engine results pages — which can lead to more organic traffic and conversions.
How do you monitor your content marketing performance?
There are a number of metrics you can use to monitor your content marketing performance, including website traffic, organic search traffic, organic impressions and keywords rankings. The Marketing 360® Content app can help you do it all from one place.