Let’s face it, given the democratic nature of the Internet, anyone can create and publish content. But if you’re in business — say, as an aesthetic professional hoping to reach potential patients — not just any old content will do. If you want people to actually read or view what you produce, it has to be useful, and if you want them to take subsequent action because of it, it has to be trustworthy.
The good news is that consumers do want brands to share content online — and trust that content when it’s educational, inspirational, and non-promotional. Considering the role trust plays in people’s aesthetic decisions, doctors, in particular, need to ensure they convey trustworthiness in everything they publish.
This infographic from Insights in Marketing offers tips on how to do it:
If it’s informative, interesting, and timely, good content gets around
Sure, producing original content can be a lot of work. Writing a blog post takes time; producing a video requires equipment and people who know how to use it. But in an era when people are more or less immune to traditional advertising, creating and sharing high-quality content is one of the most effective ways to reach the people you’re hoping to reach. Even better, considering that more than 9 out of 10 people say they share branded information with their own networks, you can find yourself reaching people you didn’t even know existed.