Chapter 5: Creating a Content Calendar

Balancing Promotional and Value-Based Content

When creating a content calendar, it’s important to strike the right balance between promotional content (which focuses on selling your services) and value-based content (which provides useful information to your audience without directly selling anything). Too much promotional content can turn followers off, while too much value-based content can make it harder to generate leads.

Recommended Ratio

• 80% Value-Based Content: The majority of your content should provide value to your followers. This can include educational posts, patient success stories, dental tips, behind- the - scenes glimpses, and engaging content like polls or Q & A sessions.
• 20% Promotional Content: Reserve around 20% of your content for promotions, such as discounts, limited-time offers, or new services. These posts should be clear and compelling but not overly pushy.

How to Incorporate Both

• Educational Promotions: Rather than simply posting a sale or discount, you can make your promotional posts educational. For example, if you’re offering a discount on Invisalign, post a video explaining how Invisalign works and why it’s a great option for patients looking for a discreet orthodontic solution, and then include the promotion.
• Patient-Centered Content: Feature patient stories or testimonials alongside a promotional offer to make the content feel more authentic and relatable. This way, you can highlight your services while also showing the real-life impact of your work.

By balancing promotional and value-based content, you will engage your audience while also driving business growth.