Are you ready to learn this critical content marketing strategy for dietitians and private practice owners?
In last week’s article, I was talking about the concept of Anchor and Catalyst Content: The critical difference between Newsletters, Blogs and Podcasts. Today, we are going to go more in depth on each one.
These two pieces of content are the ones you need to work together in order for the marketing you do for your dietitian business or practice to reach more people.
Plus, when you grasp the concept of these two types of content, creating them and putting them together can be done in an efficient way so that you save time with your marketing.
Let’s review what these two types of content marketing are and dive into each because you will NEED BOTH to reach more people with your marketing and attract more clients to your dietitian business.
What is Anchor Content?
This is the new (and consistent) content you should be creating and publishing on a regular basis. Typically, there are two types you can create – A Blog Post or Podcast episode.
Both Anchor content pieces should get posted on your website, using your “blogging” system. This helps with SEO (Search Engine Optimization) and helps people find you. (See last week’s article to understand this.)
This is why people refer to blogs and podcast shownotes pages as being in the same category of content – Anchor Content.
One type of Anchor Content you write and publish on your website = Blog.
The other type you record the content, publish it through your podcasting system and post it on your website with the audio and text = Podcast shownotes page.
[NOTE — The shownotes page for your podcast is done on your website – which is really like a blog post. This generally has a recap of the podcast lessons, some resources to check out and the audio or video version of the podcast that people can listen to or view. It is setup on the website similar to a blog post when it comes to categories, tags and SEO. – You can check out this page for Adrien Paczosa’s Fearless Practitioner podcast to see what an optimal podcast shownotes page looks like.]
Both are considered that Consistent New Content you should be creating for your marketing, your Anchor Content, and this is how I will refer to it from now on.
What is Catalyst Content?
This is the content you create that leads people to read and consume your Anchor content. It is your reminder to your online community and your list of subscribers that the new content is there, and they can read it.
There are two ways you “use” your Catalyst content.
Catalyst Content for Blogs.
In the case of Blogs, this will be the email or newsletter you send out to your email list with the article (either the full article or a recap or promo about it with a link to read it.) It is the catalyst that has people reading that Anchor Content – the goal of your email for them to read the content, whether they read it all in the email or click to read it on your blog.
(You can read this article on why I put ALL the content for weekly blogs in my newsletters, and recommend you do the same: 10 Key Elements that help Increase ROI on your Newsletters. Specifically check out item #5.)
Catalyst Content for Podcasts.
For podcasts, you should be doing the same thing – sending an email to your list of subscribers telling them about the new podcast episode. In this case your goal is for them to listen to the podcast audio.
This catalyst content (your email/newsletter) is needed to make sure your community of subscribers and online followers consume that podcast you worked hard to create.
This content will give them highlights that need to be enticing enough to have them visit the podcast shownotes page where they can listen to the episode. They can listen either on the shownotes page or via a link that triggers them to visit your podcast on Apple, Spotify, Google Play, etc. (Listening on the podcast sites is the ideal way as you want more podcast downloads and subscribers. Both of these make a difference in your podcast rankings, similar to SEO rankings for your website/blog.)
Social Media posts are Catalyst Content too!
Yes, your social media content is also considered catalyst content, at least the posts you create intended to send people to your blogs or podcasts – that anchor content. Any content you create with the goal of having people read your anchor content is catalyst content. Its whole purpose is to entice people who see your social media posts to go and read that content OR to take it all in there where they read it.
Your takeaway for today … you really need to be planning both Anchor Content AND the Catalyst Content to get people to read and consume your Anchor content. This is where many private practice owners drop the ball when it comes to marketing. They do one or the other but not both.
And BOTH is how you will get the most bang for your buck when it comes to marketing your practice. You get more website visits, podcast downloads and people consuming that Anchor Content. Doing BOTH helps you get the most from your time spent on your marketing!
I know… TIME. Time is always an issue.
You are probably thinking, “Does this mean I have to do a weekly newsletter?”
Well… stay tuned for next week’s article when I answer that question and share examples of how you can save time making your Anchor Content and Catalyst Content work together.
In the meantime, start thinking about your current content marketing for your dietitian business. Are you producing both types of content? Or just one?
If you want an in-depth lesson on understanding the big picture of your marketing and the key lessons that help you be more effective and save time marketing your dietitian business, then grab this free Content Marketing Guide for Dietitians and Private Practice Owners. Once you have read this you will never again wonder how online marketing works!
Stop Struggling and Start Thriving! My passion is helping to guide people just like you, dietitians, and private practice owners, who are often frustrated with all their wasted time spent on marketing that gets you nowhere. You can learn strategies to attract a steady flow of clients and build a thriving and profitable practice. Get started with some of the free resources on my Pepper It Marketing website, especially this Marketing Guide for Dietitians. I also offer several self-study training programs to help you attract more clients so you can have the Freedom and Security you want with your business!