Saving time marketing your Dietitian business begins with these types of marketing content.
The Anchor Content AND the Catalyst Content I have been talking to you about lately: The 2 Types of Marketing Content you Need to Attract Clients.
For a quick refresher…
Anchor Content is the new (and consistent) content you should be creating and publishing on your website on a regular basis. Typically, there are two types you can create – Blog Post or Podcast episode. This content helps with SEO and helps people find you.
Catalyst Content 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. The emails and social media posts that lead people to the anchor content on your website.
That Catalyst Content is NEEDED to get people to read and consume your Anchor content.
You need to mix them together, like PB & J, to get the most bang for your buck when it comes to marketing your practice. You get more website visits and podcast downloads, and people consuming that Anchor Content. Doing BOTH helps you get the most from your time spent on your marketing!
And now we get to that question I get asked the most …. “Does this mean I have to do a weekly newsletter?”
No, not at all… but – yes, there is a but – but, you do need to be creating that Catalyst Content (newsletter) at some point so that more people will consume your content. You need BOTH.
So, let’s look at the #1 thing you can do so you are saving time with marketing, and maybe even discover a way to NOT do that weekly newsletter.
Before we do this, remember…
- Anchor Content – goes on your website.
- Catalyst Content – leads people to read that anchor content.
Your time saving with content creation always starts with: What is your Schedule for Anchor Content?
This schedule will determine what Catalyst Content you need and how often you need it.
We are going to use a client of mine as an example. She has a multi-location dietitian business and has 10+ dietitians working for the practice. They are busy, but capable of taking on more clients.
She knows she wants to keep her marketing happening so that there is no lull in prospective clients and so that people know they are here for clients, even if they have a waitlist at times. But, she also does not want to spend all day on social media. She needs to be working with clients or managing the practice.
[A quick view into her background… because we have worked together for almost 4 years, she knows that having keyword rich content on her website helps people find her business online. She has her website, Google My Business profile up and running, and knows who her ideal client is and what they want. She knows her keywords and how to format the website content with SEO. In other words, she has her foundations in place.]
Her schedule is this:
- 3 – 4 pieces of Anchor Content on her website each month.
- Weekly social media posts on her Facebook Page and Instagram.
- Monthly newsletter to her email list of subscribers and clients of the practice.
What she does is create smaller pieces of Anchor Content for the website and then sends the newsletter (Catalyst Content) once a month that refers to the Anchor Content on the website. And to be clear, putting the content on her website takes about 20-30 minutes maximum per article to format, not hours or days.
Soooo…. No, you do not always need to do a weekly newsletter! This schedule is ideal for my client; she can be consistent with it, and it helps her dietitian business. They get consistent content on the website and they also get consistent requests from people to book with a dietitian.
What kind of schedule should you have?
This depends on what is do-able for you.
Often your email list consists of clients and folks you want to be sure come back to your office and work with you or your dietitians or clinicians. Weekly emails can be overwhelming for both parties, but a monthly one with the events, happenings, news and a lesson can be ideal.
Your solution may be to do like my client and post a couple of smaller Anchor Content pieces on your website as blog posts (getting the SEO benefits making you visible to people online), but send ONE Catalyst Content per month (newsletter) to tell them about all this info. One newsletter a month that has a recap of the Anchor content and links to read them on your website.
This setup is an ideal one for private practice owners and dietitians to reap the SEO benefits of the Anchor Content and still make it all possible to get the Catalyst Content done too.
How often you publish your Anchor Content becomes your schedule and the time period you want to base your marketing cycle on.
This cycle will guide your Catalyst Content creation and is how you can save time with your marketing.
For example: You do a weekly article that gets published on your blog or you do a weekly podcast – this means your Anchor Content Schedule is 1 week.
If you do the blog article every 2 weeks, then your Anchor Content Schedule is every 2 weeks.
Then you determine your Catalyst Content schedule …
Do you want to email your list every time an Anchor content gets posted or do a combined monthly email like my client? How much social media content do you want? The answer of how often and how much becomes your Catalyst Content needs and schedule.
Now, when you create that initial Anchor Content you know how much and what kind of Catalyst content to make.
For example: With a weekly blog and monthly newsletter, you know you will need 4 weeks of social media content and the one newsletter email content too.
With this knowledge, you then need to have a plan that when you sit down to create the Anchor Content (blog) you also create that Catalyst Content (newsletter/social media posts) .
This is the BEST way you can be SAVING TIME with your marketing:
- Have a schedule for publishing your Anchor Content. Know when you are going to publish the content on your website and stick to your schedule. Keep it consistent and do-able.
- Create the Catalyst Content at the same time you create the Anchor Content. This means to write the newsletter content and snippets and promo posts for social media at the same time.
I know this seems so simple, and you may think you don’t have the time to do it all at once, but after 12 + years working with clients and students, I have seen firsthand how long content creation can take.
And it can take just a few minutes (i.e. 15) to create your Catalyst Content (newsletter and social media content) when you do it at the same time you create the Anchor Content.
You are already in the creative mode. Keep creating and it will take less time. You will not have to re-read the content to think about what to say. This will all be at the forefront of your mind as you create it… this is much easier to do at the same time. If you come back days later to do this, you have to re-read and rethink what you were talking about to create the catalyst content. You will double or even triple your time.
When you block these two activities together, you will spend less time, and it will be more focused. Meaning more effective too!
If you really want to get the most bang for your time creating your marketing content, do these two activities together and it will help you save time, be more consistent, have a cohesive message and help send more people to read your anchor content and learn how you can help them.
Your action step for today is to set your Anchor and Catalyst Content schedule, and then block time to create both at the same time.
NEW UPDATES to the Ultimate Marketing Content Planner!
I know it seems boring but planning is one of my top tips to save time with your marketing and I also use my Ultimate Marketing Content Planner created over the past 12 years working with hundreds of clients.
It is the TOOL that keeps me, my clients and my team of VAs on top of every client’s social media plans and results too.
The planner has just gotten a recent upgrade with a new lesson and is presented in a way that you learn how to effectively, and in a productive way, plan, create and schedule – as well as save time for reusing – your marketing content. Get that kick start you need to up-level your marketing content and save time too!
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!