Go Green: How to Recycle and Repurpose Dental Marketing Content
Everyone knows that content is king, but do you know just how sustainable it can be in the realm of dental marketing? It turns out that “going green” is more than a talking point in an environmentally conscious world. It’s a highly effective process for saving both time and money.
Dental practices that recycle and repurpose their original content enjoy a number of benefits beyond cost effectiveness. Their services and relative information can be seen across multiple platforms, like blogs, emails, social media, or white papers, which means more eyes on your messaging. And refreshed content with consistent keywords appeals to Google because it demonstrates value and expertise.
In other words, you’re establishing your authority and reinforcing your brand and services without having to produce brand new copy every day.
Content with a Purpose
Done well, recycled content isn’t a lazy alternative to creating or hiring out consistent original text. It’s about mining the gold already on your website or used in your current ad campaign and spinning it into additional marketing iterations.
First, look at the content that’s performing well. It could be the landing page for a particular service that’s getting a lot of clicks, a blog about good implant candidates, or an email campaign for oral health tips for kids. Then grab brief sound bites for attention-grabbing digital ads or refurbish and republish a blog with new information and links.
It’s all about tailoring the repurposed content to the best platform for reaching new potential patients. Those who open emails from their dentist may not be on social media, and people looking for a new dentist might read your new, relevant blog that shows up in a Google search.
Here are eight effective ways to reap the rewards of rejuvenated dental marketing content:
♻️ Blog Posts into Social Media Series | Break down popular articles into a series of bite-sized social media posts. For instance, daily posts about cosmetic dentistry.
♻️ Written Content into Video Scripts | Video is a powerful tool that can be used on your website, social media, or streaming TV ads. Use existing blog posts, FAQs, or print collateral as scripts for educational clips or explanations of procedures.
♻️ Long Articles into Email Newsletters | Repurpose segments of your longer content into weekly or monthly email newsletters. Spreading valuable information over time will help maintain engagement.
♻️ Online Content into Handouts | Transform web content and landing pages into printable brochures or procedure guides for your waiting room and patient handouts.
♻️ Create FAQ Resources | Compile potential questions from various content sources to build a comprehensive FAQ section for your website or patient portal.
♻️ Educational Content into Podcast Episodes | Repurpose written content into outlines for a podcast episode or generate audio guides for patients to listen to between appointments.
♻️ Convert Facts into Visual Content | Reimagine dry statistics, tips, or processes as easy-to-understand and eye-catching infographics to share on social media, postcards, or website.
♻️ Recycle for the Seasons | Always have evergreen content by adding seasonal angles – teeth whitening for holidays, back-to-school checkups, or summer sports preventive measures.
These are just a handful of avenues for maximizing your content and minimizing your investment of time and money. The possibilities are endless when you access your existing marketing pipelines.
Sustainable Practices
Successfully repurposing your existing content is more than just cutting, pasting, and republishing. There are best practices for giving old content new life and capitalizing on what’s working best with existing copy.
When you refresh a blog, be sure to check analytics for ones that had good traction or maybe a topic that deserved to have more. Are there outdated facts? Dead links? Dated references? Retool the headline and add any advances or changes since the original publication.
It’s also smart to adapt your content across the different platforms. Adjust the tone and format for individual audiences. The same source material can be tweaked for Facebook, LinkedIn, or TikTok.
Making the most of your content investment and maintaining a connection to current and potential patients through multiple channels is what RAMP does best. Schedule a free consultation today for a sustainable marketing strategy.
