With quality content an increasingly essential component of any successful business, being content marketing savvy is essential if your practice is going to stand out. Even if you work out of premises, your website and digital presence is effectively your shop window – so it needs to engage time-poor visitors first time. It is all about being original and genuine, but also innovative.
With this in mind ntpages.com.au caught up with Morris Kaplan, publishing director at RainmakerMedia.com.au for his insights. They produce customised content including special reports, white papers and eBooks as well as media communications services – essential tools for your survival in today's altered media landscape.
First, tell us a bit about your relationship with ntpages.com.au and how it came about.
As a business journalist for The Australian, I have tracked the growth of ntpages.com.au for close on a decade. I have called on CEO David Vitek as a source for numerous stories, ranging from natural therapy to business related insights.
How do you think the media view natural therapies?
I think there is a significant amount of cynicism – a combination of ignorance and arrogance, some of which is a reflection of individual journalist's prejudices.
What is holding back broader acceptance of natural therapies?
Even though many of us use natural therapies on a regular basis, I believe vested interests – particularly the medical community and pharmaceutical industry - play a role in casting doubt on the field. Natural therapies are also always going have that element of doubt cast upon it from the evidence based camp.
What elements comprise content in the digital world?
Everything from articles to media releases, eBooks, blogs, white papers and special reports. More people are also using infographics and video.
Starting with a web page – what do you need to get right from the outset?
Your site is a key selling tool for your services, so make sure your "About Us" or profile page is compelling reading. Any site should also entertain and educate with original content that reflects who you are.
Tell us about developing an eBook?
Ebooks are all about positioning you as an authority in your field – people figure that you are likely to know a lot about the subject you covered. Any book, printed or digital, is also a powerful advert for your brand. You can also use a publication to partner with for example, one of your suppliers, giving you both a platform to reach a new audience.
In terms of developing marketing content, is there a single approach that really works?
Ultimately you have to have a diverse approach - case studies do however stand out. People really relate to and engage with a story.
In your view is there still a place for print in the digital age?
Digital is increasingly dominant but print is very much alive. You need to assess your audience and decide the most appropriate channels to communicate with them. If you are attending an expo for example, a brochure, hand out or even a business card in the hands of your audience is fulfilling your marketing objectives.
What tips do you have for therapists looking to gain media exposure for their business?
As already noted, it is all about positioning yourself as an authority. This gives you greater credibility in the eyes of your customers and/or the media and media will always be looking for an authoritative contact.
Originally published on May 14, 2013
