How to Use Content for Dentists to Make Your Practice Stand Out

Using content to make your dental practice stand out

How to Use Content for Dentists to Make Your Practice Stand Out

Anastasiia Lavrinenko

December 1, 2021

Content for dentists is a key element in growing your online presence and connecting with patients. Here’s why content marketing matters for dental practices as well as some content formats to explore.

The internet has become a go-to resource whenever we have a health-related concern or want to look up a symptom. There is a strong demand for healthcare content, and as a dentist, you have a real opportunity to meet that demand with your expertise while connecting with potential new patients. If you don’t have a good healthcare content marketing strategy in place, now is the right time to look into growing your online presence through content for dentists.

Why content for dentists matters

From educating your audience to getting more traffic, there are many benefits to investing in content marketing.

Become more discoverable

With the right on- and off-page SEO strategies in place, you can optimize the content you develop, get your URLs to rank higher in search results, and target a wider range of relevant searches. It will result in more traffic from potential patients.

Build trust

First impressions matter. Content for dentists that sounds professional and knowledgeable will help establish trust right away.

Educate your audience

As a dentist, part of your job is to educate patients about oral health. You can fulfill this role by creating content that informs potential and existing patients about good dental health practices.

Create a convenient experience

A strong content marketing strategy that focuses on inbound marketing allows you to capture traffic from users who are experiencing pain points that you can solve. After answering users’ questions through your content, you can encourage them to take the next step by scheduling an appointment online.

With online appointment software predicted to grow at a CAGR of almost 19% by 2025, more practices are offering this option, and patients will soon come to expect it. However, you need to establish trust and expertise through your content before patients will consider booking an appointment online.

Learn from your audience

You can educate your audience through content for dentists, but content also allows you to learn about your audience.

By establishing trust, you’re opening a dialogue with your patients. In response, they will be more likely to share feedback with you. You can also keep track of the pieces of content that get the most clicks and shares to get a better idea of the pain points your patients are experiencing.

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Top-performing content formats for dentists

A successful content marketing strategy should cover the different channels your patients are likely to use. Using a variety of formats is beneficial because it gives patients the possibility to choose how they want to engage with your content. Plus, you can increase your outreach by exploring formats like video or other visual content.

Whether you create content yourself or get help from a medical content marketing service, the following formats tend to perform well for dental practices.

Educational content

Educational content can become an expansion of your role as a healthcare provider. There are countless opportunities for developing this type of content, including:

  • Writing about common symptoms to watch out for. This can help users realize they need to schedule an appointment.
  • Sharing dental hygiene tips to improve patient outcomes, including the importance of regular checkups.
  • Developing content with seasonal tips to keep your audience coming back to your blog regularly.
  • Keeping track of popular searches and new trends to write about new topics. Nearly three-fourths of people are paying more attention to their oral health as a result of COVID-19. So, there are plenty of topics to discuss in relation to the pandemic.
  • Explaining how you perform certain procedures, which is something that could make a huge difference for patients with dental anxiety.

Educational content serves different purposes. It can capture searches from users who are experiencing specific symptoms or who want to find ways to improve their oral health. It can also keep existing patients engaged with your practice if you deliver valuable content regularly. And with featured snippets appearing for close to one in five searches, answering common questions in an authoritative manner can boost your visibility in search results.

Remember that educational content doesn’t have to be limited to your own blog or website. You can reach out to local publications and newspapers and offer to develop educational content about oral health together.

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User-generated content

Publishing user-generated content on your blog or social media platforms can help strengthen your social proof. You can work with patients to create HIPAA-compliant testimonials in the form of short texts or videos. Seeing a patient discuss their experience with your dental practice will inspire confidence with other potential patients.

You should also think about partnering with influencers. A number of popular social media users are getting veneers and other cosmetic dentistry procedures and will sometimes document their journey to a better smile online. These partnerships can be an engaging way to promote your services while inspiring patients to take action.

Case studies

A case study is an opportunity to share an in-depth look into how the services you offer can solve the problems your audience is experiencing. It’s also an opportunity to showcase some before and after pictures.

Case studies can be great for procedures that patients are likely to research to learn more about costs, outcomes, and potential side effects of things like crowns, bridges, and dentures. You can take an integrated approach to marketing by writing a blog post to introduce one of these procedures and encourage readers to download a case study to learn more.

Video content

Video content for dentists is a must. A majority (62%) of internet users visit YouTube daily, and watching videos has become a common way to learn, discover products, and find entertaining content.

From demonstrating good oral hygiene practices to scheduling a live Q&A to giving your audience a behind-the-scenes tour of your practice, there are plenty of ideas to explore. Videos will also give you an edge for your healthcare social media marketing efforts since visual content tends to generate more leads and interactions.


Infographics allow you to share information at a glance. They’re great for generating social media shares and capturing traffic through image searches. Plus, you can present compelling facts and numbers that will make potential patients want to take action.

In summary

Your online presence matters, both in terms of scope and of the quality of the content you offer. Content for dentists is often the first contact new patients have with a practice. It can have a major influence on whether a patient decides to seek care or on how they feel about your practice. By using proven content marketing strategies, you can grow your practice and strengthen your relationship with existing patients.

Do you need help with content marketing? Learn more about the managed services that Tempesta Media offers for the healthcare industry.

Anastasiia Lavrinenko

Anastasiia Lavrinenko

Anastasia is the director of Paid and Organic Marketing at Tempesta Media. Her non-stop devouring of research and analytics content focused on PR, SEO, content marketing, SMM, SEM, and email marketing continues to inspire her to master new fields of marketing and develop unique views on digital marketing tactics. She is enthusiastic, loves to travel, and is interested in experiencing new languages and cultures.

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