What explains the popularity of Google, YouTube and podcasts? Each produces content in different ways and may appeal to patients who learn differently.
Google is the largest search engine, YouTube the second and podcasts have exploded over the past several years. In fact, according to Edison Research, over 20% of adults have listened to a podcast over the past 30 days!
What explains the popularity of each platform? Do followers/patients randomly jump from one media to another?
Google, though it indexes everything on the Internet, produces content which is mainly text (webpages, articles, posts). YouTube produces video and podcasts are only audio.
Admittedly, I am a visual learner. I do not read much and I do not even listen to lyrics of a song. I often wonder just how much being a visual learner influenced my career choice as a physician?
We all learn differently. We all prefer a certain way to learn.
Google probably attracts the readers. YouTube the watchers (and listeners) and podcasts are great for the listeners. Podcasts are also extremely convenient and most portable (another preference!).
Search Engine Optimization
For now, you have to have a website. There are two reasons: text is the easiest and best to rank, optimize and index for website rankings and website is the “go to” reference when a person is interested in learning about your practice.
Video and audio files simply can not be indexed and ranked to get the marketing exposure you want, for now.
As you become more proficient with producing content, you may consider expanding to other media platforms. In the very near future, I will be producing content on YouTube and a podcast for my clinical content. It will help me reach different audiences, those who prefer to watch and listen to their content!
Regardless of the medium you choose, make sure you are publishing on a platform preferred by your readers/patients. Do they prefer email, web articles, audio or snail mail?
If you have questions or concerns, please leave a comment below!
All the best!