The other day we shared a little information on Search Engine Optimization to form a few strategies around how to make your practice more visible online and bring traffic to your website. One way to go about bringing traffic to your website is through regularly updating your website and providing new content. Today, we’re going to expand on this concept – beyond just adding to your website regularly, you can create “premium content,” which has a much longer shelf-life than the short article or news page. Premium content elevates your website to become more than just a news page, but a lasting resource your reader – a potential new client – will return to again and again.
What is Premium Content?
Premium content is content (whitepapers, eBooks, video series, infographics, etc.) that is both high quality and comes at some kind of cost or price to the customer. That cost may be a small fee, a subscription, or a some kind of information such as an email address or way of contact. For your private practice, any premium content should be based around your expertise and topics that you feel comfortable and confident speaking on.
What kinds of premium content can I create?
Know that there are no limits to what you can create, but we can help give a few examples we’ve seen nutrition professionals do and have some success with. See if these examples can spark some inspiration!
The Nutrition Infographic
Infographics are helpful visual tools that will make it easy for your reader (potential new client!) to learn or check information they’re interested in learning. The one pictured on the left was created by Eat Seasonably. This infographic contains relevant, useful information that interested users will return to again and again because it carries relevant and useful information.
The Cooking Tutorial Video
If cooking healthy recipes is your thing, some expert premium content may be creating cooking tutorial videos. In these videos, you can share healthy cooking tips, nutritious swaps, and constructive tips to how to improve the health value of a favorite recipe. A video tutorial can be especially helpful where the action is important and helpful in learning. Exercise tutorials, or follow-along videos are another great way to implement this kind of premium content. The important thing is that your premium content reflects your practice and your expertise.
The Weight Loss eBook
A popular article of premium content we see is the eBook. eBooks are especially helpful in that they are a long-hand guide for a specific topic or issue. Many of the nutrition professionals we know will create eBooks for as an added support for their existing clients (and as a purchasable item on their website!).
Mindful Eating Whitepapers
Whitepapers are similar to eBooks, but while an eBook might cover a wide variety of topics and strategies, a whitepaper is much shorter and will go into depth on covering one narrow topic. Whitepaper is where you really get to show off your authority. Share research and facts. This is heavy information in a small dose.
What strategies are there to getting potential clients to buy my premium content?
1. Use Your Niche. We say this all the time, but your private practice niche will not only be what sets you apart, but also what makes working with you a priority. Think about what solution you’re providing for your niche. Let the titles of your content be dictated by that problem. For instance, if you’re creating a whitepaper somewhere in the realm of Diabetes prevention and education and nutrition, you might want to consider a grabbing title like, “Which Foods Can Help Keep Your Blood Sugar in Check and Why.”
2. Create a collection. While not every whitepaper or eBook you create will solve every answer to every question, keep creating! Building up a library of premium content will help keep your website relevant, keep potential clients coming back (building that relationship between them and your brand), and further promote you as an industry expert.
3. Make titles something someone might search! This sounds overly simple, but making your title look like something someone might type into a Google search will make it more likely to appear when someone Googles that phrase. For instance, “How Can Nutrition Help with My Diabetes?” could be good title because it might be something that someone looking for that information would search.
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