Content marketing is defined as promoting a business, service, (or in your case chiropractic practice) by sharing engaging and useful information. Conventional outbound marketing pushes unwanted messages on audiences where content marketing engages audiences by providing value that they seek out on their own. We’ve put together some tips to better your content marketing strategy.
1. Set your communication channels
Before you can create valuable content, you have to first determine what channels you will be using to share that content. Begin by setting up social media accounts that your target audience uses, which can include Facebook, Twitter, and Instagram. You will also want to set up your Google My Business account, and post content regularly which will help improve search rankings.
Additionally, be sure to set up a blog on your website. Blogging is a great way to add fresh content to your site on a regular basis, which will help attract new patients.
2. Identify content topics
Think about the subjects both your new and current patients will enjoy. This can range from focusing on the services you provide to items available for sale to frequently asked questions.
Educate your patients on how chiropractic can help, help them understand different treatment methods, and offer healthy living advice. Not only will this keep your current patients engaged, but new patients will see that you are a well-versed professional.
3. Format and create content
After determining what topics you will be covering, choose the format that works best for you. This could mean FAQ’s, short lists, how-to’s, or even personal essays. Video and audio content are also a great way to engage with your audience, so feel free to let your creativity loose. It is common practice to repurpose content into a variety of formats, which will allow you to share information more than once.
4. Create a calendar
Content marketing will only be an effective marketing strategy if you consistently publish content. The best way to do this is to create a publishing schedule.
A calendar will act as a visual space where you can plan out when, what, and where you will publish content. This can be a list, excel spreadsheet, or a physical calendar - use whatever tool works best for you.
5. Maximize website links to your content
Building links to your practice’s website is an important piece of content marketing. When other websites link back to yours, Google hears that you have important content and can help increase your search rankings. By maximizing your web links, you will increase your chances of people finding your practice, which is a great way to get new patients.
For more information on how to best market your practice, contact us for a free coaching call!