For Practice Marketing Newsletter Content, Think “Small”
To get readers’ attention today, your marketing communications must be concise and easy to digest, no matter how technical your practice area. It may sound paradoxical, but it’s true: You’ll get bigger results with newsletter content marketing if you think “small.”
Despite today’s fast-paced, hectic lifestyles, people still read. They read social media posts, e-mail marketing offers that fit their needs, newsletters and relevant Web site content. But they don’t read these online resources as they would read, say, War and Peace. They skim for relevance and only spend time on those bites that matter to them. To get your readers to take the desired action with your marketing content, it has to be relevant. And it has to be easy to skim so they can quickly determine, What’s in it for me?
Are you thinking small?
Whether it’s newsletters, blogs, e-blasts, social media posts or other forms of marketing communication, how bite-sized is your current practice marketing content? I’m not suggesting that you communicate with your patients or clients as you would via Twitter, with a maximum of 140 characters. But if you think about how the most effective patient- or consumer-oriented marketing content is delivered, I bet you’ll see the value in thinking small.
Online news publications are increasingly using summary or “speed read” options that accompany longer-form articles. These feature important call-out points in a bite-sized, interesting, visually appealing manner that makes it easy for readers to get the point. See Keep Your Newsletter Marketing Messages Brief for further evidence of this trend.
Similarly, the best Web sites and newsletters can be quickly skimmed so the reader knows what interests him or her. Patients or clients can quickly determine which articles and news updates they want to read now or come back to in the near future. Or they may call you to schedule an appointment to address a featured concern.
Share your small bites
There’s another key benefit of a patient or client newsletter in this era of thinking small. It’s in the social and mobile realm, where your readers especially want to consume content in bite-size servings. That’s because a link to a newsletter article can be very easily tweeted, shared on LinkedIn and posted to Facebook. With Twitter, for example, one article with a focus on five facts provides at least that many opportunities to share. Each fact can be a unique tweet with the link back to the article on your Web site or blog.
Short communications that your audience can quickly scan are more meaningful than long-form communications. They’re also much easier to generate. As you think small, however, keep in mind the importance of frequency. Stay in touch with your patients or clients at least once a month via your newsletter program―and communicate bites of that content even more frequently with social media.
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