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Every Piece Of Content You Publish Is An Asset — Here’s How To Leverage Them

Most first time creators think of content as something that expires shortly after it was posted.

Experienced creators know this is far from true. Every piece of content you publish is a digital asset. And as such you should have it work for you. Here are three simple ways how:

1. Use them as part of your nurture funnel

The purpose of your nurture funnel is to educate potential patients with the goal of them becoming a patient or a client.

The easiest way to nurture them is via email. But there’s a problem: there’s only so much you can tell them about your practice and what you do. This is where your content library comes in super handy.

Sharing a couple of your previous posts is the perfect excuse to stay in touch –and top of mind–!

Doctors Are Using Automated Email Sequences To Get More Patients Without Spending More On Ads — Here’s How

Email is the most underutilized marketing tool in every doctor’s toolbox. Yet email was responsible for boosting my clinic’s conversion rate (from inquiry to consultation) from 12% to >40%. And a full decade later, I continue seeing similar results whenever we deploy this strategy in our clients’ p…

It’s Not Brain SurgeryErnesto Gutierrez, MD

2. Use them to educate existing patients

If you follow my recommendations and create a piece of content for each question your patients ask you in your office, you’ll soon have a significant number of posts answering the most common questions you get.

Now, all you need to do is send them via email or automated SMS to your patients shortly before or after their visits. These posts will answer the questions they’ll likely have without you having to do it personally every time you are asked.

3. Repurpose them

Your content can be repurposed and reposted as often as you want, to as many channels as you want.

You can expand on it. You can summarize it. You can turn it into a podcast or a YouTube video. You can turn an article into several tweets. Or a tweet into an instagram post.

When you have a content library, you no longer need to create new, original content ever time.

Leveraging your content to work for you is the best way to squeeze more ROI out of the time invested in creating it. If you’d like some help figuring out the best way for you to leverage your content, send me a DM on Twitter or LinkedIn and let’s chat.

This post was first published at drernestomd.com

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Ernesto Gutierrez, MD

I teach online business to burned-out practicing physicians wanting to monetize their expertise on the side • Part-time MD. Full-time dad.