Your Patient’s Content Marketing Journey + Tools of the Trade

Content Marketing has sparked up one heck of a fire.

Large corporations and big brands aren’t the only ones.

Small, medium and large practices alike are tearing it up with killer content marketing.


Because it’s become vital across the board. It just works.

HubSpot’s State of Inbound Report reveals that sales prospecting has become more difficult than it’s ever been.

That means our content has to shoulder a bigger lead-gen responsibility than ever before.

So let’s talk about content.

Where do you start?

Who do you target?

What does the content journey look like, from content to close?

What are the most effective tools for each stage of the content marketing funnel?

Let’s start with the content journey.

There’s an insane variety of content out there. Spin in a circle and point…

… a blog post shared on LinkedIn? Perfect.

Here’s how it works.


Your patient sees the shared link to your blog post (it can be here on LinkedIn, or Twitter, or Facebook, or whatever).

This piece of content can help create an awareness of the patient’s problem. It usually educates them and sometimes entertains them. But ultimately, it leads them to your solution.


When they click the link to the blog post you shared, they’re taking the first step into your content marketing funnel. That’s good.

Your blog post and lead magnet provide valuable information, build goodwill, and increase the patient’s interest in your services.

Other examples of content that can pull people into your funnel:

► Business listings

► Ads

► Targeted social content (like a case study or statistics)

After opting into your newsletter, the prospective patient starts receiving emails (usually series of automated emails) that help create an immediate need or desire for your service.


Action to “buy” is triggered once they decide they’re good and ready. When they want to schedule an appointment, they’ll take action.

The purpose of your content is to establish a well-worn path in the mind of your target patient – a path that leads to a nook filled with your brand; your articles, who you are and what you do, your logo, your colors, your expertise, etc.

And when you’ve done it right, the majority your content keeps your patient at the center of attention. And above all, it brings them serious value.

Example time.

They click on a link in your promo-style email and are taken directly to your website, where they call you directly or chat with your live chat specialist to schedule an appointment. (Here’s an example of how live chat works for dentists.)

So that covers it for the content journey. But what about the person taking that journey?

How do you find your target patient?

Gather target patient info from your staff. Some of them have been listening to your target “consumer” since day 1 and should know them better than anyone. And you’ll definitely want to use this toolbox we curated for you, for the rest of the data.

It’ll give you that extra nudge of awesome you’ve been looking for.


Your Patient Persona gives you the ability to speak directly to your ideal patient’s problems, and give them solutions.

Basically, this is what you’re going for. You’re doing your best to nail down WHO your ideal patient is, so you can speak with them eye to eye, as a native in their territory.

A strong Patient Persona paired with strong marketing makes the face of your practice look like you’re one of them, minus one tiny detail.

You’re the leader.

You know what they want, where they need to go, and how to get them there. Keep that in mind as you build your Personas.

Tools of the Trade:

Once they’re done, they should look something like this Patient Persona.

Click here to get my free customizable Patient Persona Template!

► Facebook Business Manager to determine your audience size.

 SmartBug to interview your team.

 SurveyMonkey to survey your ideal buyer.

► Twitter and other social media platforms to hone in on your target market.

Finally, I’ll leave you with some examples of content you can use (and a content brainstorming tool you don’t want to miss!):

► Direct Email.

► Automated “Nurturing” email series.

► Blog post with lead magnets, and optin links/buttons.

► Social media posts and shares linking back to the site or landing page.

► Facebook, Google, LinkedIn or other advertisements.

► Free ads like Craigslist and other classifieds.

► Native Ads

► Etc.

Of course, there’s plenty of other options.

What about you – what are your favorite types of content?

Anywho. That’s all I have for you today.


One last thing 

The Content Generation tools of the trade:

► HubSpot’s Content Idea Generator

► Feedly

► BuzzSumo (this is my favorite by far)

► Headline Analyzer