Did you realize there’s a type of marketing that you could be missing out on? It’s called educational marketing. This approach bridges the gap left behind by the American Dental Association. The ADA doesn’t focus on creating and optimizing educational content for the web, but you can and you should. 
Content is a big deal. It’s the best way to get your educational message out there.
How To Approach Educational Marketing
Let’s pretend you’re not a dentist. How do you use Google? If there’s a problem in your home, what do you do? Let’s say your air conditioning unit isn’t working. You check it out on your own and see that a pipe appears to be frozen. You’re probably going to type “frozen pipe air conditioning” into Google.
If a national or local company has written or uploaded a video about fixing that problem, it’s likely going to appear at the top of search results. You would find it extremely helpful if this article or video offered step by step instructions on how to fix the problem on your own. If the problem was too much for you to handle, what company would you call for help?
This approach works just as well in the dental industry. People are constantly searching about health issues online.
You can write an article on a common problem like red irritated gums. People searching for those keywords want to know what’s going on and if it’s serious. You can offer an easy solution for them to try and if that doesn’t work encourage them to seek a professional’s help if it doesn’t go away in 24 hours. That professional? That’s you. Always put a link in your content to your request an appointment page and a phone number. 
Produce the content that THEY would find helpful.
How To Easily Come Up With Topics
I suggest that every dentist keeps a journal at the front desk. Ask your front desk staff to write down the questions people call in to ask. You have to consider that the people calling already tried to search for an answer online. Some people won’t even bother calling in. If you make it a point to answer those common questions online, your practice will appear at the top of searches.
Don’t be afraid to write about what you do for the community. Talk about how you’re making a difference. Educate your website visitors on dentistry and what role a dentist should play in the community.
If search engine optimization is important to your marketing, for most dentists it is, you need to produce content related to commonly asked questions. 
Who Writes This Stuff?
You can approach content production internally or externally, there’s no wrong answer, as long as it’s being posted regularly.
If you have someone in-house that has a journalistic background and/or enjoys writing, see if they’ll do it. If not, you can find an outside source (marketing agency, public relations firm, independent contractor) to do it for you. 
Educational Articles Are Equitable
Once something is online, it lasts forever. This can be a good or bad thing depending on who you ask. When it comes to educational articles, it’s a great thing. If you write something in 2017 about red irritated gums and someone searches for that term in 2019, they’ll find your article (without you spending a dime). 
Be Social
Don’t forget to share your content if social media is a part of your marketing efforts. More importantly, make sure your content is easily shareable. Think about a visitor finding your article about a problem they had. If that visitor got the help he or she needed, that visitor is going to become an advocate and help spread the word.
Getting Started
If you have any questions or if you need help improving your online content, let us know. Schedule a call with us today.

Ben Shaver
Lead Strategist & Consultant

Ben Shaver is a dental marketing consultant for Dental Inbound. He works with practices of all sizes.

His main focus is to develop strategies that provide congruency between traditional media sources and new media platforms.

You can email him at bshaver@dentalinbound.com