Plastic Surgery Content Marketing: Creating High-Quality Content for Your Practice
In the competitive world of plastic surgery SEO and marketing, creating high-quality, SEO-friendly content is essential to attract clients and build your brand as an authority in the industry.
A well-planned plastic surgery blog or resource center helps establish your practice as an industry authority, provides valuable information to prospective patients, and improves your website’s search engine rankings. Content marketing is a critical part of any digital marketing strategy, especially for those looking to rank well for competitive cosmetic surgery procedures.
In this guide, we’ll discuss the importance of content marketing for plastic surgeons, the types of content that you need to perform well within this industry, tips on how to find great content ideas, and strategies and best practices for creating compelling content that will rank well.
Types of Content Your Practice Can Produce
If you have read the previous chapter in this guide, you should have a good understanding of plastic surgery keywords that you can target to increase your web traffic.
Bringing those concepts forward to content marketing, we can look and break the type of content down into two main categories:
- Transactional and Commercial Content
- Informational or Educational Content
We can break each of these down further. Let's look at how these types of content might be developed.
Transactional and Commercial Content
Commercial content is the content that supports your main services. Make sure your plastic surgery website has well-thought-out content for your service pages, costing pages, and potentially even dedicated pages for before and after photos.
This type of content is often referred to as "core" content. It's content that really should be part of your core website content and is not often actually considered "content marketing". That said, it is crucial that this content exists on your website and is often the first place a digital marketing expert would look to improve, as it is an easy way to improve website traffic.
Informational or Educational Content
Informational or educational content is paired with informational keywords. The idea here is to create relevant content that solves the problems or answers the questions that your potential patients may have.
This might include long-form content that answers specific questions and provides additional information. For example, people may be wondering what the recovery process for rhinoplasty is, and there may be many questions they have:
- Can I wear my glasses after a rhinoplasty?
- Can I sleep on my side after a rhinoplasty?
- Can I blow my nose after a rhinoplasty?
As plastic surgeons, you likely already answer these questions every day, so generating the ideas likely isn't as difficult as it would be for someone else. We'll get into generating ideas later in this guide.
We can further split the informational and educational content into two additional categories.
Content Designed for Search Engines and in-depth guides
Firstly, we have content designed to drive traffic from search engines. This is the content that we touched on above. Creating content to solve problems that your target audience is actively looking for solutions to.
However, there are other types of content that are valuable to both your brand and your plastic surgery SEO strategy.
The main one is data-backed content. This is the idea of big insight data that will establish your brand as an authority. Creating content like this takes a lot more time than your standard informational post.
An example of this type of content is if you monitored your patients over the last three years and you had data on recovery time for a Breast Augmentation.
Perhaps you were able to show that within your cosmetic surgery practice, 85% of your patients were back to work within the first two weeks, and 95% of them reported back to their typical day-to-day activities within 4 weeks.
While this data can support informational content, it takes that content a step further. Search engines like Google love this type of content because it is truly unique to you and your brand. Only real plastic surgeons or plastic surgery practices would be able to show data to support these claims.
Case Study Content
"Case Study" might seem like the wrong word here, but I think you get the idea. The idea is to take typical "before and after photos" and "patient testimonials" and add more context, as noted above in the data-driven content. With permission from your patient, you can create a very authority-building piece of content for your plastic surgery practice.
Industry News and Trends
Keeping your target audience and potential patients informed is a big part of plastic surgeon's content marketing. Industry news, insight from conferences, advancements in technology, and similar insight will help show your authority and keep those who are very interested in the industry up-to-date.
Content Marketing for SEO and The Role of SEO for Content Marketing For Plastic Surgeons
Content marketing for plastic surgeons is a big part of a core plastic surgery SEO strategy. However, it's important that when you are creating content, you pay attention to the page-specific elements that are important to get additional visibility.
This starts with your website in general, as having an SEO-friendly website can significantly improve your search engine rankings, attracting more organic traffic to your plastic surgery blog.
To create high-quality, SEO-friendly content for your website, consider several factors, such as keyword research, content structure, and user experience. We've touched on keyword research already. Let's explore the content structure and user experience.
Optimizing Content Structure for SEO and Readability
A well-structured, easy-to-read content not only improves user experience but also enhances your website’s SEO performance.
To optimize your content structure to best satisfy your prospective patients, consider formatting it with the following in mind:
Use headings (H1, H2, H3, etc.) to establish a logical hierarchy of topics. - This helps search engine crawlers understand your content’s structure and its relevance to specific search terms. Headings also make your content more readable to your prospective patients as they break up large blocks of text into smaller chunks.
Break long paragraphs and sentences into shorter ones - big walls of text are hard enough to digest as it is; breaking your content into smaller sections and shorter paragraphs will make it easier to consume. Be sure to use numbers or bullet points to present lists and information well.
Incorporate multimedia elements, such as images, videos, or infographics, to enhance your content’s visual appeal and engagement - adding photos or videos to your content elements on your website will help improve its engagement.
Include internal and external links - By adding internal and external links to relevant and authoritative sources, you show Google that your content is more relevant to the topic and add to its credibility. Internally linking will help improve other pages' visibility in the search engines.
Ensuring Mobile-Friendliness and Page Speed
Google now runs a mobile-first index. This means that its primary crawler is mobile. Your prospective client might be sitting in bed, searching for your specific services on their mobile device, or looking for answers to their questions in the same environment. Ensuring your content is mobile-friendly and loads quickly is crucial for both user experience and SEO performance.
Here are some generalized tips to optimize your plastic surgery clinic blog for mobile devices and improve page speed:
- Utilize a responsive design that adapts to different screen sizes and devices. You can do this by compressing your images to reduce their file size, using tools like TinyPNG, Compress Now, or JPEG Optimizer.
- Optimize images and other media files to reduce their size and improve loading times. This can often be done with third-party plugins, especially if your website is built on WordPress.
- Implement browser caching - Caching might sound like a complicated term, but it is easily achieved through your web hosting company or with third-party plugins. The idea of caching is that when your target audience lands on your website, the files are stored or "cached" locally on their computer. This means that their next visit will be even faster as their browser does not need to download those images and content again.
Promoting Your Content and Building Authority
Creating content for your plastic surgery practice website is simply the first step. Making sure you are leveraging your content to get the most "bang for your buck" is the next critical step.
This is often referred to as Content Distribution. The idea is to both share the piece of content directly but also to repurpose the content and share it in other mediums and platforms.
Here are some tips that plastic surgeons can take to improve the visibility of their content:
Repurpose the content for social media posts. You can either link the blog content or pieces of content directly to your social media platforms or repurpose some of it into smaller "chucks" and share pieces of the content. We find the best social media platforms for plastic surgeons still to be Instagram right now. Facebook, Twitter(X), and TikTok are still big platforms to consider. This will help support your overall social media presence and help drive more qualified leads from social.
Collaborate with other industry professionals and influencers - Your content strategy shouldn't only include publishing your high-quality content on your own website. Guest posting on other practice websites or industry associations will help establish you as an authority and potentially even build links back to your website.
Share data-driven content at industry events - When you consider who speaks at plastic surgery industry conferences, they often all have something in common. Their presentations are often backed with real data. This is a way to highlight your own expertise while also establishing your brand within your industry.
Run an email marketing campaign. - Email marketing and nurturing are a must to keep prospective patients engaged. Aligning that strategy to target them with the particular procedure that they are interested in and sharing your content about that procedure will help convert new patients.
Tracking and Measuring the Success of Your Content Marketing Strategy
Monitoring and analyzing the performance of your content marketing strategy is essential for identifying areas of improvement and ensuring continued success.
To track and measure your content marketing efforts:
- Utilize tools like Google Analytics, Google Search Console, or other analytics platforms to monitor your website’s traffic, engagement, and conversions.
- Set custom goals and tracking parameters to measure your content marketing strategy’s effectiveness.
- Analyze your performance data to identify trends, strengths, and weaknesses in your content marketing efforts.
- Adjust your strategy when necessary to optimize your plastic surgery blog’s performance and reach your marketing objectives.
We will explore measuring success for content marketing for plastic surgeons and general plastic surgery SEO in a later chapter of this guide.
Crafting High-Quality, SEO-Friendly Content for Your Plastic Surgery Blog
Focusing on content marketing for plastic surgeons not only helps establish your practice as an industry authority but also drives targeted traffic to your website and increases patient conversions. Follow this guide’s best practices and techniques to create compelling, high-quality, and SEO-friendly content for your plastic surgery blog. But keep in mind that creating valuable content and optimizing it for search engines is an ongoing process. Ensure to keep up with the best practices and latest trends for continued success.