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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

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

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

Editor's Notes

  1. Medical Marketing Enterprises, LLC was started to teach and consult for Healthcare and Medical Internet Marketing. RussandRandy.com is a podcast focused on Healthcare and Medical Internet Marketing. I am a retina specialist practicing in Fairfax, Virginia.
  2. Text, video, audio, images, graphics
  3. Text, video, audio, images, graphics