Call it a hack
Call it a cheat-code
Or call it the power of technology.
But in this article, I’m going to show you how you can create 6 months’ worth of content in less than 90 minutes for less than $50.00.
Best of all, it will be unique content in your unique voice that shares your opinions and expertise … that Google loves.
But before we discuss the HOW, let’s first focus on the WHY…
Why Is Content Marketing So Important In Today’s World?
In late 2020, we published a white-paper where we collated all web data across our members, based on over 700,000 website visitors and 1.4m page views.
The three big take-aways were:
- 51% of the industry’s traffic is mobile (more than any other device)
- The best-performing call-to-action is “Request a Callback”
- And Fridays are the busiest day for web traffic.
But the biggest surprise was the average age of the website visitors.
Whereas the industry believes that the only people who visit their websites are in their 80s, need big, bold font and don’t use the internet…
… what we actually learned was the opposite:
We discovered that 47.02% of visitors to your website in this industry are between the ages of 25 and 34. The second biggest age group was 55 to 64 at 29.80% and the smallest age group, interestingly, was between 35 and 44. Not much difference to 65+.
Although we also scratched our heads in confusion, the only logical conclusion that we can take from this is that the biggest influencer in this buying process is not the patient themselves, but rather the children or grandchildren of the patient.
Based on the ages, it’s looking much more likely to be the grandson or granddaughter that’s having the most influence and is involved in the research process.
And this all points to one thing:
The biggest opportunity in this industry is being the expert authority or trusted credibility in hearing care during that research phase.
If you can be the local brand that helps these people, proves expertise and answers the questions that people are looking for, then you don’t only get found on Google by all of the people searching, but you also quickly stand out as the local expert.
While all of your competitors battle it out for patients that are looking to buy right now through over-paying for advertising … you should be putting effort into building your online reputation and generating a pipeline of future patients that want to work with you, only you and nobody else.
It doesn’t just grow your reputation locally, but it’s one of the most powerful strategies that you can adopt from an SEO perspective.
Why Google Loves Expert Answers To Questions
As it stands, 8% of all Google searches are questions.
That’s 458 million searches per day.
These questions vary from people asking things like “How much tea do British people drink?” to questions about hearing challenges.
Google recognized this in late 2019 when they made a big announcement that it was implementing a major change to its core search algorithm that could change the results ranking for up to one in ten queries.
Because in the past, Google’s algorithm treated a search sentence as a “bag of words.” It picked out what it considered to be the important words. If you entered “who is a great keynote speaker,” clearly “keynote” and “speaker” are more important than “is” and “a.”
But doing so eliminated context from the search sentence’s intent. The new algorithm is based on something called BERT.
This is a tool that helps to optimize natural language processing (NLP) by using AI and a massive data set to deliver better contextual results.
In simple terms, Google will process questions better and show results that link to relevant content that directly answers these questions.
Right now, there’s a sizable opportunity.
Whereas the only content that many clinics create is copy & paste mundane content created by lazy agencies that Google hates and penalizes, you have an opportunity to genuinely answer questions in your voice and flex your expertise.
The Four-Step Process To Create 6 Months’ Worth Of Content By Utilizing 3 Largely Unknown Tools
Let me show you how you can create 12 in-depth articles that answer the questions that people are asking Google, all in exchange for less than 90 minutes of your time and less than $50.00.
#1 – Researching Questions to Answer
One of the most difficult places to start is trying to work out what you should write about/what questions you should answer through your website.
To save you the headache, there’s a great website called www.answerthepublic.com.
This website allows you to post a keyword and it will give you all searches on Google relating to that specific keyword.
As an example, if I were to search “Hearing Loss” – it presents the following options:
It identifies 200 possible questions that you can answer on the subject of “Hearing Loss.”
It includes every possible question that is being asked and gives you a combination of eye-catching visuals like the above and the option to download a spreadsheet of questions.
But naturally, we don’t want to answer 200 questions; we only want to answer the questions that are being prominently searched.
That’s where we use step two.
#2 – Identify The Search Volume
The next step is to find out how many people are asking these questions to Google – you don’t want to write an answer to a question that only a few people per week are asking.
You can do this by using a website called http://searchvolume.io.
This website allows you to copy & paste all the questions from AnswerThePublic.com and it will show you how many monthly searches they have.
When I uploaded the spreadsheet I downloaded from AnswerThePublic.com, it ran the analysis and kicked me back this.
As you can see, it shares the average monthly searches that each question receives in order. If you click “Analyze” – it will also show you what currently appears when the term is searched.
Your strategy is to choose the questions that receive a reasonable amount of monthly traffic but are not super competitive.
For example, the question “Is Hearing Loss a Disability” receives 170 monthly searches, yet there’s nobody directly answering the question.
This stands out as an initial opportunity.
Add it to your list, and work through the results to find 12 questions that have search traffic but are not being answered as well as you could answer them.
#3 – Producing Your Content
You now have the questions, backed up with data. It’s time to write your in-depth answers to them.
This is usually the stumbling block.
Writing requires time and if you run a busy practice, then trying to find the several hours to write answers to these questions is difficult.
However, there is another way:
1. Get your hands on a voice recorder – your phone should have this feature, or your computer will at the very least.
2. Record yourself answering the questions – pretend a patient has asked you the question and give the most in-depth answer that you possibly can – a few minutes on each if possible.
3. Visit www.rev.com – this website allows you to have audio files turned into transcripts for $1.25 USD per minute.
It means that you can upload the recording of your voice note and somebody will listen and write it into a document, word for word.
4. Collect your transcripts 24 hours later – you will then be able to download a Word document that has all your answers written up for you in a clean and concise way.
You then have three options:
You can either clean up the copy yourself and format it as separate articles, you can delegate this responsibility to somebody on your team that enjoys writing (it’s simply cleaning up what you’ve said) or if you’re short of resources, then you may want to use a platform like www.upwork.com to hire a freelance writer.
But this should be the easy part — it doesn’t require too much writing or thinking — it’s just a job of formatting.
#4 – Upload The Articles to Your Website
Once you have the finalized articles, you can then send them to your marketing company to upload them onto your website.
These will then sit in the blog section of your website, be indexed with Google and as long as your website is structured in the right way, then these articles will start to be found when people are looking for answers to the questions that you’ve written blog posts about.
Job done. Rinse & repeat every 6 months.
This Doesn’t Work Unless You Do
Whether time, resources, being unsure what to write about or not liking writing has been the reason why you’ve not created content in the past … the above process means it’s easier than ever.
My encouragement to you is to simply do the work. Make it a priority.
The private practices that are positioned as experts are desirable to work with, can command premium pricesand will always have their place in the market. The practices that continue to hide behind the widget are those that are at risk.
You have a lot of expertise and patients realize this when they’re face to face with you, but unless you share your expertise in advance through your website, there will be thousands of people that will never discover your brilliance.