DEVELOPING EFFECTIVE
CONTENT
FOR YOUR WEBSITE
Randall V. Wong, M.D.
AAO 2018 | Tech Pav

Financial Disclosure
• I have the following financial interests or relationships to
disclose:
• Co-Founder:
• Medical Marketing Enterprises, LLC
• Sunrise Hosting Services, LLC
• RussandRandy.com

Randall Wong, M.D.
• Ophthalmologist
• Online Marketing
• Medical Marketing Enterprises, LLC
• Healthcare & Medical Internet Marketing
• SEO
• Reputation Management
• Sunrise Hosting Services, LLC
• Managed website hosting (virtual IT)

Goals for Today
• What is Content?
• Types of Content
• Best Types of Content for Website
• Others Types
• YouTube
• Podcast
• Webinar

What is Content?
Pictures
Stories
Articles
(Most Common)
Music
Movies

Types of Content

Effective Content
“Effective content is educational and informative.”
It must be relevant and provide value.

Relevance is Key to Search
• Google = Search
• SERP – list of webpages Google believes will answer
your question or solve your problem
• Cause of Red Eyes
• Retina Specialist 22031
Google et al only want to give you sites that are relevant to your
search, sites which do NOT answer your question are not
relevant.

Relevant Content
• Does your content?
• Answer a question
• Solve a problem
• Is Your Content Relevant?
• Meaningful
• Pertinent
• Applicable

Website Rankings
• Organic Search
• Based upon content
• Search Engine Algorithm - ranks
• Search Engine Optimization (SEO)
• The only way to achieve and maintain high rankings
is through your content.

Best Types of Content (SEO)
• Text
• Video
• Audio
• Images/Graphics
• Marketing Value – text is best, best indexed, optimized
and ranked by Google

Sources for Content
• FAQs
• Medical Pamphlets
• Presentations
• Paraphrase Medical News
• Curate Medical Journal News and give your opinion!

Different Learners

YouTube Channel

YouTube
• Video
• 2nd largest search engine
• Free
• Appeals to different learners
• Educate
• Surgical Video
• Monologue/Dialogue
• VLOG

YouTube
• Cost effective (cheap)
• iMovie
• ScreenFlow
• Personal transparency
• Avoid Professional Production
• Laptop/Webcam
• Phone
• Link to Website
• Embed in website
• Multipurpose with text article

Podcast
• Appeals to different
learners
• Searchable/Various
platforms (iTunes)
• Audio only
• Very portable

Podcast
• Hosting
• Libsyn
• Buzzsprout
• iTunes
• Stitcher

Podcasting
• Microphone
• Professional
• Recording
• Field recorder
• Edit Audio
• Audacity (free)
• Upload
• Publish
• Length
• Too long
• Educate
• Monologue
• Dialogue
• Interviews

Webinar
• Interactive
• Attendees
• Coordinator
• Guests
• Live meetings
• Record
• Upload to YouTube

Webinar – Platform Suggestions
• Record
• Schedule
• Invitations
• Formats
• Power Point
• Video
• Audio
• Camera

Write a Book
• Authority
• Credible
• Shareable
• Cost Effective

Multipurpose Your Content
• Google – text
• YouTube – Video + Audio
• Podcasting – Audio

AAO 2018 | Sunday
New Online Regulations that Affect You
11:45 – 12:15 PM
Location: Tech Pav
220 – Live Website Analysis
2:00 – 3:00 PM
Location: S103D

AAO 2018 | Monday & Tuesday
Monday | October 29, 2018
Creating Effective Content
3:00-4:00 PM
Location: Tech Pav
Tuesday | October 30, 2018
633 – Protect Your Online Reputation/Improve Local SEO
10:15 – 11:15 AM
Location: S106B

To Your Success!
Randall V. Wong
Randall.V.Wong@gmail.com