Aesthetics sits down with clinic owners and marketing professionals to find out how to create and promote the most relevant online content to attract patients
Right now, ‘content marketing’ seems to be the frequently used buzzword when it comes
to growing your brand online. The Content Marketing Institute, a resource for information on
content marketing, defines it as a ‘strategic marketing approach’ concentrated on generating
‘valuable content to attract and retain a clearly defined audience’.1
The premise of content marketing is not to directly advertise your services; instead its aim is to offer patients useful content that answers their questions and shares your expertise to encourage ‘profitable
consumer action’.1 However, why should you choose this approach over traditional digital
advertising? This article will look at why blogs and video content are two of the most valuable
forms of online content marketing to your existing and potential aesthetic patients and how you
can get this material across in the most successful way.
Starting with a strategyAn online content strategy is defined as the piece of a marketing plan that details howa brand will develop and manage both written and visual media forms.2 In his blog…
