How to create effective video content for digital marketing

I’d like to talk about one of the most compelling ways to send your message into the world; using video. Now, we take an interesting approach to video, which allows you to not only communicate what it is that you offer on the screen, but also to generate a tremendous amount of content for your website and other channels so that you can place well in search. Let me explain how it works.

Note: This is an edited transcript of the material we present in the above video.

Setting up a Video Interview

What we do is we ask you to come to a location shoot (kind of like this one), and what we aim to do is make you comfortable, sit you down either in front of the camera, a couple typically, or in front of an interviewer (somebody like me) or one of my colleagues. Then we’ve already prepared a list of questions to fire at you, questions that you’re very familiar with. These are the kinds of questions that most people ask. We’ve done our research on all the most appropriate questions. Then what we’ve done is that we’ve structured them around search terms. We’ve made a list of, say, 50 questions; in some cases, it’s a hundred questions, depending on how much you’d like to talk about it, how many different offerings you have, and how many different avatars you’re trying to appeal to.

Then after we’ve identified all the questions and agreed to the question list that will be asked, we sit down, and we go through the process of asking you the questions. Now, whether you’re on screen, on your own or whether one of us is on screen with you, we go through the questions individually and allow you to answer.

Now, the on-your-own approach, how that works is I ask the questions in the background. I’m not on camera, but you are. This allows you to answer the questions directed at me as if I’m your patient. That works very effectively for people because, without that, it’s very difficult for most people to stand in front of a camera like this one and just talk. To do it that way is attractive to people and gets rid of a lot of the jitters.

If you have less ability and less confidence in front of a camera, then what often works best is to have two people sitting in front of the camera, like an interview style. Imagine a “BBC Hard Talk” or something like that. Don’t worry. It won’t be “Hard talk”. It’ll be soft talk. What we do here is I ask you questions, or my colleagues ask you questions. You answer me on camera, which works very effectively as well because it has the opportunity while we’re both on camera for me to ask you follow-up questions and guide you through the process of answering the questions that your patient avatars most want to hear.

Collecting Valuable Content

So, what do they want to hear? Well, for every question I ask, I always put it into three parts. Number one is, let’s talk about this particular treatment. Let’s call it a rhinoplasty, for lack of a better idea.

Let’s talk about rhinoplasty. “Doctor, tell me about people’s experiences and how they feel before a rhinoplasty.” Then I ask that question, and you answer it. Now, you might give me a three-minute answer, four-minute answer, or five-minute answer. That’s a great little chunk of content that we can use for later, and I’ll explain how we use it.

Then I ask you, “Okay, give me a two-minute summary of how a rhinoplasty works.” That’s all I need. I just want two minutes of how rhinoplasty works, you go through that process at a very superficial level. Don’t get too deep. Don’t get graphic. But just explain how it is that that thing works.

Then thirdly, I ask you, “Okay, now tell me about people’s experiences after rhinoplasty. How do they feel? What do they have? What’s their daily life like? What is their status? You know, how does it change their life?” With that, you can tell me all about the experiences you can relate from existing patients about what they’ve told you, what they love, what you do, and why they choose to go with you in the first place.

In a way, what you’re doing is selling your services, not necessarily selling what you do, but rather why you do it. How do you get people from their before to their after.

That’s a one-video example. Let’s say it’s four minutes, two minutes, and another four minutes. That’s three pieces of content right there. Now, if we do that for a whole day, you could end up with, say, (potentially) a hundred pieces of content. 200 pieces of content? 300 pieces of content. It all depends on how long you talk and how in-depth you go.

Time to Edit, Transcribe & Populate that Content

Once we have all the content, we then go away after filming and cut all that up into little bits, remove all the ‘ums’ and the ‘uhs’, and make sure that you look and sound as good as you possibly can. Confident and attractive to the patient. Somebody who they can trust, and somebody who appears credible, has a plan and can act as their guide to take them to where they want to go.

Here’s the magic.

We take all this content from video, transcribe it, and then turn those little pieces of content into blog posts. Not only do we put all this content into your YouTube channel, but then we take all that content that’s been transcribed and put it on your website. Now, why is this good? Well, most websites will have 20 to 25 pages of evergreen content. That’s pretty sufficient for Google to notice that your website is important and has enough content to answer most questions. Now, if you don’t have 20 to 25 pages of content, that’s something else we have to discuss, but let’s assume you do.

That’s what we call evergreen content. That’s content that rarely changes, and it’s content that most people want to see; because it’s the basics.

Now, this is content that needs to be released on a drip feed process. You write up all of the blog posts in advance and schedule them to appear, say, twice a week, three times a week if you’re aggressive. It all depends on how aggressive you want to be in your content volume, how frequently you want to publish, how much content you have, and how willing you are to do more video shoots over time.

Finally, once those pieces of content are published as blog posts, we ensure that the video is on that blog post, and we know that conversion rates increase dramatically when patients see not only text but also video. We also have the opportunity to feed Google with content you’ve already prepared within a day.

If you had to write all that content, it would take you weeks, and you’d go through editing and you’d go through rewrites. You probably wouldn’t even get to it because blank pages are scary. So, what we do is we take all of that content, we edit it all, we make sure the search terms are in there, we couple it with the video, and publish the blog post without you having to lift a finger.

Super-charge your Social Media

Then what we do (and this is even more magical) is we take those blog posts and distribute it across all your social media. If you attract a lot of boomers or generation Xers, we’ll put it all over your Facebook page. We can turn some of that snippet of content into ads. We can also put it on Twitter if your market resides on Twitter. We can also put it onto Instagram in small, 60-second chunks if your market resides on Instagram. We also, of course, have it very well represented on the world’s second-largest search engine, YouTube.

Now you’ve got a full, extensive YouTube channel, a website after a year with lots and lots of content telling Google that you’re there and that you matter, and social media channels populated with lots of good, engaging content.

Here’s the most important thing:

It’s all stuff that your patients want to know about because you’ve been guided by somebody who knows exactly what they want and has led you to the process of creating lots and lots of content (potentially a year’s worth) in about seven days.

It’s a great idea. You don’t have to do it with me. You don’t have to do it with LiveseySolar. You can do it with anybody you choose to work with, whether it’s a video production company that you hire on your own or a content company that might help you write and edit the content. Maybe it’s an SEO company that might help you structure the keywords to make Google find that content. You can work with all of these different vendors or with somebody like us, who can do the whole thing for you in one go. It’s up to you.

But anyway, I hope that you found that idea useful, and I hope that you get to work at creating a year’s worth of content, potentially within a week.

(NOTE: Want to see how your practice marketing measures up against the best in class? Take this 5-minute quiz to see how you stack up in the 9 areas of practice marketing and get specific tips and advice on how you can improve your weak points and better leverage your strengths).

About the author

Rod Solar
Founder & Scalable Business Advisor / fCMO

Rod Solar is a co-founder of LiveseySolar and a Scalable Business Advisor for its customers. Rod mentors and coaches eye surgery business CEOs/Founders and their leadership teams to triple their sales, double their profit, and achieve their “ideal exit”.

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Meet our Founders

We’re passionate about helping leaders of high-quality, growth-minded practice owners double their practice revenue

Rod Solar

Founder & Scalable Business Advisor

Rod Solar is a co-founder of LiveseySolar and a Scalable Business Advisor / fCMO for our customers. Rod mentors and coaches CEOs/Founders and their leadership teams to double their sales, triple their profits, and achieve their “ideal exit”.

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LiveseySolar completely transformed the way we were approaching this… We’ve gone from having just the dream of having a practice to having a practice up and running with people making inquiries and booking for procedures… It’s extremely pleasing. We feel lucky we connected with LiveseySolar.

— Dr Matthew Russell, MBChB, FRANZCO, specialist ophthalmic surgeon and founder of VSON and OKKO

Laura Livesey

Founder & CEO

Laura Livesey is the co-founder & CEO of LiveseySolar. She has developed powerful refractive surgery marketing systems that increase patient volumes and profits for doctors, clinics, and hospitals, since 1997.

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Rod and Laura know as much about marketing surgery to patients as I know about performing it. They are an expert in the field of laser eye surgery marketing. They know this industry inside out. I believe that they could help many companies in a variety of areas including marketing materials, sales training and marketing support for doctors.

— Prof. Dan Reinstein, MD MA FRSC DABO, founder of the London Vision Clinic, UK