By PETE JOHNSON
It’s one thing to produce a video for your marketing campaign. It’s another to create a captivating, visual work of art that makes a lasting impression on your target audience.
A compelling video can open up the portals to an emotional connection. The gravitational pull of an attention-grabbing video can’t be ignored. Users know good storytelling when they say it.
Nonetheless, they’ll stop scrolling through their feeds for a video that’s worth watching.
It’s the valuable takeaways from a video that provide a memorable viewer experience. It’s the “WOW” factor that makes videos go viral, and turns your viewers into brand evangelists who freely share your content.
The key ingredient for that magical experience? Your topics.
For some people, topic ideation can be the toughest part of the content creation process. If you’re feeling stuck (or your content idea bank is running a little low), we’re here to help you out.
With our team’s approach, we’re able to find dental topic ideas in every nook and cranny of the world wide web. Follow our strategies to keep the steady flow of ideas coming for your dental practice.
Cater to Your Patients’ Viewing Preferences
Your patients are your #1 source of inspiration for content ideas. Although it may seem like they wouldn’t be much help, they know the content that they want to see better than anyone else.
They can also provide insight on the topics that hooked them in the first place. That way, you can “rinse and repeat” them to lure more patients in.
If it helps, send a survey, or host a focus group to hear their input and ideas. It’s a valuable investment for your strategy.
Frequently asked questions are another gold mine for topic ideas. Aside from what your patients ask you at appointments or over the phone, you can find other FAQ’s in your email inquiries and social media comments. Keep tabs on them by adding them to a spreadsheet.
Niche groups, Reddit threads, and Q&A websites like Quora are other great places to find good topics. Although the ideas don’t come directly from your patients, they’re at least coming from users who fit your target audience.
See What Your Competitors Are Doing
You can learn a lot from your competitors—including their marketing strategies. Don’t look the other way because of the fact that they’re the “other company.” Evaluating their existing content is a form of competitor research, and you should leverage the opportunity at all costs.
Their public stats (e.g., video views and likes) should be enough to tell you what’s working with their strategies, and what’s not.
Their highest-performing content can be used as inspiration for video topics you haven’t covered—just as long as you make them your own.
As for their lowest-performing videos, find the missing gaps of their content to see if there’s an opportunity to make a better video.
Have a “Brain Dump” with Your Team
The truth is, your receptionists, dental assistants, and associate dentists probably know your patients better than you.
They’re the ones interacting with your patients (and prospects) on a daily basis, including through phone calls and emails.
It helps to appoint them as your eyes and ears for potential topics ideas. Occasional brainstorming sessions are also a surefire way to keep the ideas coming.
Their insider knowledge is more valuable than you can imagine.
Take Notes from the Media
What’s trending in the news about dental care? A buzzing news story is not only timely and relevant. It also serves as the perfect video topic idea.
Keep your eyes peeled for content covering the current events of the dental industry. There’s nothing wrong with repurposing that content for your own benefit. While newsjacking might feel a little copycattish, it really isn’t. Trending topics are fair game in the content marketing world.
If anything, these stories can boost your authority as a dental expert and thought leader. The key to success with newsjacking is to share the facts of a story while putting you own spin on it.
Find Ideas Within Your Data
Your existing content is another thing you can build off of. When it comes to making wise marketing decisions, the answers are in your data.
The best approach to video marketing is a data-driven approach. Before you launch a campaign, it’s important to set up the analytics.
With the information that a data analytics report can provide, you’ll know how to pivot your strategy for better results.
Your top-performing videos can be recycled, and your blog content can be repurposed into videos. Don’t think that since you used the topics once, you can’t use them again. Marketers recycle content all the time.
Your data research efforts aren’t just limited to the analytics for your content. Platforms like BuzzSumo can offer data-driven insights into high-performing videos that other marketers have published.
In turn, you can piggyback off of those ideas and make them work for your brand.
Get Your Wheels Turning!
At Get Practice Growth, we know what it takes to come up with a winning video topic. Enlist our help to get your wheels turning at the office.
Click the button below to schedule a a time to chat with our sales team.