Defining Target Audience Through Your Content

Understanding how to define your target audience by creating unique and SEO friendly content can be challenging. Luckily, your Sesame social media and SEO experts are always here to help. With the tips below you’ll learn how to better understand what the right content for your patients is, and how to go about creating it.  

Knowing your target audience

Your audience is the group of people your practice markets to. It’s the people you see in the office and the people you want to attract as new patients. Your target audience is determined by factors such as age, gender, geographical location, and specific needs. For example, a pediatric dental office should have content that reflects the interests and needs of their target audience: parents who are looking for kid-friendly dentists in their city.

The importance of unique content

Having the right content for the right audience can help drive traffic to your website and social pages. The more in line your content is with what patients are searching for plays a big part in determining whether your practice appears at the top of a Google search, or gets lost in the mix of results. Since most dentists and orthodontists have similar content, it’s important yours is unique for the best SEO results. Why? Because the more traffic and time spent on your website, the more likely a patient is to pick up the phone and make an appointment.

Creating the right content for the right people

Your content should reflect the interests and needs of current and potential patients. In order to engage a clear target audience, content should be consistent, interesting and encourage conversations. A few things to keep in mind when creating content:

• Establish keywords: Consistently using a few keywords and phrases your audience will search for is not only SEO friendly but will also help brand content.
• Notice what works: Some posts will generate a better response than others. If an article detailing which toothpastes are best for enamel protection was shared a lot by your audience, similar post topics will keep people returning back to your pages. Creating the right content for your audience shows you know what is valuable to them and can cater to their needs.
• Keep it interesting: Your audience’s interests go beyond the dental services you provide, and those interests should be important to you. Don’t be afraid to create content that goes a little outside of the box while still remaining relevant to your audience.
• Continue the conversation: Posts revolving around upcoming holidays, a photo of your office attending a local event or asking a fun question about peoples’ weekend plans are great ways to encourage engagement. The more relatable your content is, the more likely someone is to interact with it.

Creating unique content can sound like a vague and daunting task, but ultimately, it’s a great way to define your online brand and engage with your patients. These tips are a great place to start, but if you need a little help, our Sesame SEO and social teams are always here to assist!

—Caity McCarthy, Social Media Specialist, Sesame Communications