There is a reason creating content works for other industries. Can it work for the veterinarian industry? I think so.
Veterinarians are challenged in providing a quality practice and service to their patients and pet owners. At the same time, they need to run a business.
If you are an owner and a veterinarian, you are taxed with two activities with a complete different set of skills. Running and promoting a business in today’s age has changed because the market is evolving with technological advancements. What was a popular forum to create content in (TV, Radio, and Print) now has shifted to a variety of digital platforms.
In order to remain significant to your market, people need to consume your messaging in the form of content.
So what kind of content should veterinarians be putting together?
Content is necessary for two different things: branding and market. These two elements are very different based on their outcomes. Your content can brand your clinic which allows you to pivot your clinic in many ways due to the attention and trust obtained by your market.
Content for marketing is something entirely different. When creating content for your clinic or hospital, your content is needs to offer value and transparency. You are asking your client or potential client to act based on the message that you provide.
Here are a few basic tips that I think are important in understanding what kind of content a veterinarian should be creating.
1 Segment your audience by animal types
It is very important to understand who we are addressing. If you have pet owners that are cat owners or dog owners or livestock or rare breeds or exotic breeds - they all have different types of pain points.
Try to understand and lay out an organizational strategy in terms of the type of breeds.
2 Pick a format
I would choose at least three different formats. The three that I would suggest for veterinarians are videos, podcasts, and blog articles. These formats are beneficial because they can be produced quickly and continuously.
My recommendation is to create an explainer video or a talking head video where you can expand on a topic. Creating video first allows you to have documented content that you are going to need in order to create a podcast or a blog.
Creating additional content in these formats can be done by utilizing someone in your staff that knows how to do this or you can reach out to someone like us. We have a whole process on how to do this quickly and easily so we can get your content up in your social channels and out to your social networks in very little time.
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3 Pick topics that relate to the needs in your segments
I suggest ensuring that your content is relevant for each of your segment audiences. For instance, if I am a cat owner I might be more interested in understanding when I should declaw my cat. If I am a dog owner, I am going to want to know if my dog has worms and what I should look for.
To get more granular focus on specific breeds. For example, how long can my Bulldog be out in the summer? This type of content is very engaging, very branding, and positions your clinic and your hospital as an expert in educating pet owners about their animals.
4 Create and document the content
So now that you have gotten this far, it is a matter of getting in front of a camera and recording some content. If that is something that you are not comfortable with you can still have video included as a format but you may want to write out your blog first.
For instance, what I do first is create a podcast. During the recording, I have a Google doc running that records everything I am saying in the podcast in text form. The only thing I have to do after the podcast recording is go back and polish everything that I've said and then later I can create a video out of the article and podcast together.
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5 Distribute and analyze your content
So once you have created your content, next is to figure out how to distribute it. Your initial content pieces are what I call pillar pieces of content. In other words, “When should I declaw my cat?” would be a pillar piece of content. I then break this into micro pieces of content.
This is how we help veterinarians get this part done. This is a very technical and creative piece of the process. For instance, I take your video or a pillar piece of content like a podcast or blog - and break this into micro clips, micro analog video clip, gifs, memes, quote images, etc.
This type of content is very shareable in social media streams and formatted for each of these social media channels. You want your content to grow an audience based on the amount of reach in your content and the amount of consistency in your posting.
Veterinarians are overtaxed with the number of things that they have to do to run their clinics. You can get help internally but you may also need to reach out to people like us who are positioned to help veterinarian services breakdown content and so that you can brand your clinic or use content as a marketing tool.
These are the five basic steps to describe what kind of content veterinarians should be creating. If you want to start a discussion regarding creating content to increase exposure for your clinic, call me direct at (918) 973-3436.