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Developing Effective Content for Your Website | AAO 2018 | Wong | Medical Marketing Enterpriises

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This session was presented at the Technology Pavilion on the floor of the AAO convention recently held in Chicago, USA.

Content is the most important SEO component of your website. SEO pertains mostly to content marketing, that is, the ability of search engines to rank websites with text (articles, posts, pages which contain text). While SEO best ranks sites with content, we offer discussions about alternatives to text articles.

Video, podcast, audio appeal to different learners and are viable methods to expand exposure of your digital brand.

Ebooks are undiscovered resource as well.

Randall Wong
Medical Marketing Enterprises,LLC
Sunrise Hosting Services, LLC

Published in: Marketing
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Developing Effective Content for Your Website | AAO 2018 | Wong | Medical Marketing Enterpriises

  1. 1. DEVELOPING EFFECTIVE CONTENT FOR YOUR WEBSITE Randall V. Wong, M.D. AAO 2018 | Tech Pav
  2. 2. Financial Disclosure • I have the following financial interests or relationships to disclose: • Co-Founder: • Medical Marketing Enterprises, LLC • Sunrise Hosting Services, LLC • RussandRandy.com
  3. 3. 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)
  4. 4. Goals for Today • What is Content? • Types of Content • Best Types of Content for Website • Others Types • YouTube • Podcast • Webinar
  5. 5. What is Content? Pictures Stories Articles (Most Common) Music Movies
  6. 6. Types of Content
  7. 7. Effective Content “Effective content is educational and informative.” It must be relevant and provide value.
  8. 8. 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.
  9. 9. Relevant Content • Does your content? • Answer a question • Solve a problem • Is Your Content Relevant? • Meaningful • Pertinent • Applicable
  10. 10. 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.
  11. 11. Best Types of Content (SEO) • Text • Video • Audio • Images/Graphics • Marketing Value – text is best, best indexed, optimized and ranked by Google
  12. 12. Sources for Content • FAQs • Medical Pamphlets • Presentations • Paraphrase Medical News • Curate Medical Journal News and give your opinion!
  13. 13. Different Learners
  14. 14. YouTube Channel
  15. 15. YouTube • Video • 2nd largest search engine • Free • Appeals to different learners • Educate • Surgical Video • Monologue/Dialogue • VLOG
  16. 16. YouTube • Cost effective (cheap) • iMovie • ScreenFlow • Personal transparency • Avoid Professional Production • Laptop/Webcam • Phone • Link to Website • Embed in website • Multipurpose with text article
  17. 17. Podcast • Appeals to different learners • Searchable/Various platforms (iTunes) • Audio only • Very portable
  18. 18. Podcast • Hosting • Libsyn • Buzzsprout • iTunes • Stitcher
  19. 19. Podcasting • Microphone • Professional • Recording • Field recorder • Edit Audio • Audacity (free) • Upload • Publish • Length • Too long • Educate • Monologue • Dialogue • Interviews
  20. 20. Webinar • Interactive • Attendees • Coordinator • Guests • Live meetings • Record • Upload to YouTube
  21. 21. Webinar – Platform Suggestions • Record • Schedule • Invitations • Formats • Power Point • Video • Audio • Camera
  22. 22. Write a Book • Authority • Credible • Shareable • Cost Effective
  23. 23. Multipurpose Your Content • Google – text • YouTube – Video + Audio • Podcasting – Audio
  24. 24. 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
  25. 25. 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
  26. 26. To Your Success! Randall V. Wong Randall.V.Wong@gmail.com

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