Welcome to the second video in this series about how to become known for your expertise - talking about how to establish preeminence on social media with a simple content framework that’s easy to deploy with minimal effort on the practitioner’s part.
Now, in the previous video I explained the concept of preeminence - so if you haven’t watched that yet, stop this video and do that first.
Working with integrative, naturopathic and functional medicine practitioners, I oftentimes find that they are unsure what to post on social media. They stare at a blinking cursor on a blank screen, wracking their brain about writing something smart and impactful.
And I get it, it’s hard to be creative on the spot if you don’t have a framework to follow.
Luckily for you, we’ve developed the Big Boost 360 process to help health practitioners establish preeminence, and the second step is about creating the content that positions you as the authority.
You see, in the absence of interacting 1-on-1 with you, your audience will instead use the content on social media and your website to form an opinion about your expertise.
Their perception becomes the reality… so if you want to be known for your expertise, you got to be intentional about what you put out there.
Imagine a flower and the bees…. Would you rather be a bee chasing flowers all day long, or would it be more effective to be the flower and just have the bees come to you?
Same with you and your patients… it’s much more preferable if the patients chase you, rather than the other way around.
So in our on-demand training on “How We Help Health Professionals Become Known For Their Expertise”, I share specific examples how to identify the type of content that appeals to your ideal patients.
But for now, here’s the process behind our 6x6 Big Boost framework that gets you off the content-creation hamster wheel for good:
We start with 6 content categories – you could almost call them blog categories – so that it’s easy to stay on message with your content. Typically, it’s categories related to your clinical core expertise, for example, gut health, brain or hormone health, mindset, healthy eating, emotional health, and educational events...
Next, you’ll create over time 6 solid pieces of pillar content in each of these 6 categories. What I mean by that is thought-provoking posts that showcase your authority and position you as an expert.
That’s a total of 36 posts that you can now deploy on your FB business page, your FB group, your Instagram account, your blog and maybe Linkedin.
Now, the ninja move here is to not post the same content on all profiles at the same time, but instead stagger it evenly:
So you would post the Day1 content on your FB page, the day 7 content in your FB group, the day 14 content on Instagram, the day 21 content on your blog, and the day 28 content on Linkedin.
And then the next day, you frameshift one day… so you’d post the Day 2 content on your FB page, the day 8 content in your FB group and so on.
This way, you don’t have to constantly come up with new content, you just cycle through your 36 days of content.
So if you enjoyed this content and want to learn more about how to identify the best content categories for your practice niche, or discover the 12 post types to keep your content engaging, click here to register for our on-demand training on “How We Help Health Professionals Become Known For Their Expertise”.
And in the next video of this training series, we’ll discuss how to establish preeminence on your website… including what dating can teach you about attracting and enrolling your ideal patients with ease.
I’ll see you in the next video.
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