• Leilani Romer

We all know writing a blog doesn’t stop when you’ve done the final proof. You have to promote your finished blog. You have to get it in front of all the right people. For your blog, the work has only just begun.

1. Trickle down

We’ve written a complete explanation of how trickle down content works and you can read that here. But the gist of it is that you mine your core content (your blog) for headers that can be used on each unique platform. That’s the first step in promoting your blog, identifying the shareable headlines and hidden gems in your blog.

2. Distribute

Distributing your content takes a bit of finesse. It starts with sharing your trickle-down headlines on your social channels. That will require an understanding of the audience you have on each platform and the right timing. That means doing a bit of research. Start with your audience. Find out what kind of content they consume on which platform. Then find out what times your specific audience niche is on those platforms. Schedule your content to post during those times.

3. Engage

Sitting back and waiting for comments to roll in so you can clarify and expand is great and all, but there's a more proactive approach you can take. If you sourced your topic from a social channel such as Reddit or Quora, go back to the original post and share your link. Look for other places where people have posted about your topic. Twitter and Instagram are great sources. Do a hashtag search for the keyword(s) you focused on and share your content on related posts.

4. Adjust

The most important part of getting attention on your blog is to listen to the feedback you are given. Typically this means listening to what people say struck them most about your content. If you start to see user-generated content, you can capitalize on it. Sometimes this also means politely ignoring uninformed feedback (haters gonna hate).

5. Promote

“It’s not the best content that wins. It’s the best promoted content that wins.” ~ Andy Crestodina

Paid promotions help you develop a community which can be tapped into for further engagement. By maximizing your targeting and spend you reach the right people and with a solid ‘ask’ you can get them to follow further engage with your content.

A blog can’t promote itself.

The bottom line is, no blog promotes itself. You have to get the ball rolling. The more proactive you are with interactions, the more wide-spread you cast your net. Promoting your blog takes hard work and strategy. When you partner with Romer Social we’ll ensure your content is reaching the audience you need to reach to grow. Schedule a call and see how we can help you!

You can build influence, improve your SEO and fill your social feeds with one main strategy. The key is content. For all three benefits, you need a huge amount of content. When you follow the trickle down content method (or reverse pyramid) you can maximize your content marketing efforts without adding a ton of time.

1. Start with core content

A core piece of content can be in any format you prefer, but you’ll want it to be a longer piece. A half-hour long video, a podcast, or a blog are the common examples of a core content piece. When creating the core piece you’ll want to ensure you’re thinking about a few things:

1. Is it relevant to your audience?

2. Does it include keywords you want to rank for?

3. What is your primary goal for the content?

If your core content isn’t relevant to your audience there’s no reason to post it. Finding out what’s relevant can be problematic, so make sure you’re sourcing your topics strategically. An easy example is to look at social media sources like Quora and Reddit for topics that are already common. You can interact with those posts now, or use them to springboard your core piece and come back later to link to it.

In order to make an impact on your SEO efforts make sure to include keywords, you’d like to rank for. Repeating the keywords throughout the pieces also helps build your keyword density in an organic way.

Finally, you need to have a primary goal. What does the core content piece achieve for your overall strategy? If you’re trying to build influence, for example, it might be purely to share knowledge, or to answer frequently asked questions about your industry. If you’re trying to garner leads it could be to highlight your competitive edge.

Then you start producing. Bust out your selfie stick and take a video, record your voice, or clack at those keys.

2. Break it down

Take your core content and tear it to pieces. Okay, not quite that literally, but once the content is polished and ready for posting break it down into snippets, quotes, rants, GIFs, or any other social-media-sized piece.

Depending on your social strategy you might be posting to a diverse set of platforms. Instagram, for example, is a great place to post quotes to your feed, GIFs to your stories, or the whole core content to your IGTV. Twitter is a good place to post rants, quotes, and snippets. As you receive feedback you can also add GIFs to your responses. Facebook might be where you post a longer snippet or thought. LinkedIn is a good platform to repost a condensed version of the core content as a personal blog which can be shared within the platform.

3. Distribute accordingly

Each piece of ‘social’ content should have a purpose and platform in mind. Weave these into your schedule according to your strategy. You’ll want to keep your feed interesting by mixing up what you post on each platform so that you’re not creating ‘spin content’ or overly-repetitive content.

4. Get feedback

Get your audience’s opinions about their favorite parts of your core content and social content. Use the feedback you get to improve your next piece of content and share user-generated content for your page. It is also a great stating point to help you break the content down again to include the best content. You can also utilize the feedback to create additional articles expanding ideas.

Get started!

Get your content marketing game on! Creating content can be time-consuming, this trickle-down method saves you time and allows you to focus on the content that will drive results. If you’re not a content creator or struggle to strategize, partner with us. We take the job of taking the stress of content-creation off your hands very seriously. Schedule a call with our experts today!

“74% of people online engage in social media, and nearly half are searching about a health professional.”

- Pew Research

From dental offices to multi-site healthcare organizations social media is becoming a place that can no longer be ignored. So how does a healthcare provider successfully manage a social media account? The key here, as with any industry, is understanding the opportunities and setting actionable goals. There are 5 major ways healthcare organizations and providers are telling a healthy social media story. While you don’t have to focus on all 5 aspects of healthcare social, it’s beneficial to be aware of them.

1. Be Informative

Healthcare providers are in a unique position to inform the public regarding health-related topics. From informational videos explaining details of your specialty (EX: dentists sharing good flossing technique) to hosting a panel of doctors from your hospital or industry in order to discuss important issues relevant to your field. Sharing information, and keeping the public up-to-speed on the latest in your field is a part of what is considered inbound marketing. Provide value in order to garner the attention of passive clients. This also extends to the idea of self-diagnosing. Many people will turn to Google before they turn to the professionals when trying to figure out what’s ‘wrong’. As a medical professional you can nip this behavior in the bud by sharing relevant information and pointing patients to their providers for a real diagnosis.

2. Be Helpful

Being helpful may, at first glance, sound like being informative, (after all, information is helpful). However, being helpful extends beyond providing helpful information to your followers. Having a fully completed profile and responsive nature will help patients and clients have their questions answered without needing to give you a call (such as: what are your hours, where is your office etc.). You can also connect the dots between various fields by partnering with specialists to produce content that shows the effects of behaviors, lifestyles, medications, and more between multiple areas of the body.

3. Create Community

One of the biggest opportunities for healthcare practitioners on social media is to create communities for your patients. Having any kind of medical condition can be frustrating, lonely, and frightening. By establishing a Facebook group, hashtag, or other kinds of community, you allow your patients to share advice, healthy tips, and stories. Creating a community does get your name out there and promote brand awareness, but it’s also a way to reach beyond your patients and promote health and wellness outside of your typical reach.

4. Balance the Emotion

When people think of healthcare and social media, we often think of the sad and personal sob stories patients share of their experience. Or, they think about that amazing story of their mother’s friends’ aunt beating cancer. When building a healthcare social media page, it’s important to note that strong emotions do garner shares. It’s also good to keep in mind that strong emotions can go either way. Keep your page balanced, if you plan to share any sad stories, or if your patients share them, be sure to balance them with positive stories.

The legal note here is to keep HIPPA in mind when developing your social content calendar. Do not share any real-life stories without specific written permission from everyone involved. No great story is worth getting into a legal battle over, so keep everything on the up-and-up.

5. Be Responsive

All companies that hold social media accounts should expect interaction, both positive and negative, from those they serve. Healthcare accounts are no exception. The most important thing here is to designate a team (or person) to handle incoming comments, questions, and requests from social media. Depending on the size of your organization you may not get many conversations, or you could get thousands. The important part is to have a plan on how to handle social interactions.

Start with a strategy for what kinds of responses are acceptable (vet these carefully with your legal team) then provide this to your team. Becoming a part of the conversation ensures you’ll have the opportunity to clarify any misinformation that might be spreading about your practice, people, or industry. Remaining responsive to these conversations also gives you a chance to highlight positive discussions.

Being proactive about interaction is another layer to the social equation. Keep a list of keywords relevant to your specialty and make a point to comment on a number of the posts using those keywords. This allows you to be helpful and share your name and expertise with a wider audience.

Healthcare Social

Healthcare providers have a unique position in that they provide a service that is a human necessity. And with the modern age of skepticism around healthcare advice, it’s more important than ever for healthcare experts to get involved in the online conversations to share truths and establish influence. If getting involved in social media is intimidating for you, well, you’re not alone. At Romer Social, we understand the importance of getting involved and establishing influence in a compliant way. Schedule a call and see how we can help your practice or organization get social!