Content Marketing in the Digital Age

An unusual clinical challenge and how you tackled it, tips on practice management or a video explaining a new technology are all types of content marketing. This is an effective strategy that can help you position your lab as a leader, increase your name recognition and establish a high level of trust.

Content marketing is a strategy that emphasizes the creation, curation and consistent distribution of valuable information to your dentist-clients and prospects via your website, blog, social media or newsletter. By sharing free, helpful information, providing insight and engaging in professional dialogue, you’re taking the lead to educate your clients. You’ll be looked at as a resource instead of just a vendor. It’s a soft sell and relationship building at its best.

“You can buy attention (advertising); you can beg for attention from the media (PR); you can bug people one at a time to get attention (sales); or you can own attention by creating something...