As a chiropractor, you possess a wealth of specialized knowledge that most people would love to access on a regular basis. You can use your knowledge to craft an effective content marketing strategy that positions you as an authority, and helps you maintain a good relationship with your patients. In this article, we’ll explore a few strategies to help you brainstorm content ideas, and explain how to go about executing your marketing strategy.
What is content marketing?
Copyblogger defines content marketing as “creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers.” This is a mutually beneficial way to grow your business while also delivering value to your patients. The content can take the form of blog posts, email newsletters, informational videos, and even print content sent to patients via snail mail. Don’t limit yourself to just one medium of communication—experiment and see what inspires you to regularly create valuable content that helps your patients.
How is content marketing different from blogging?
If you’ve read our article about launching your chiropractic blog, you may be wondering what the difference is between blogging and content marketing. Blog posts can be about anything that might be of interest to your patients. This can include information that helps directly market your practice, and any other information that you think may be relevant for your readers and prospective patients.
“Content marketing” is creating content that can be distributed across various channels, without explicitly promoting your practice. This type of content can be posted on your blog, but it can also be posted on social media, or even industry publications, which will help assert you as an authority in the field. When potential patients discover this content online, it encourages them to learn more about you and your practice, and will help them choose you over some of your competitors.
How to generate content marketing ideas
When you are just starting to develop a content marketing strategy, it can seem daunting to think of ideas on a regular basis. Even if you don’t have any professional writing experience or a background in communications, you can still create quality content that your patients will value highly. Don’t lose sight of the fact that your patients trust you because of your expert knowledge. Communicating your knowledge can be difficult at first, but you’ll eventually get more accustomed to creating content that your patients can will find valuable as they continue treatment or progress in their wellness journey.
Follow your passion.
Think about what you know inside out -- what are you passionate about? For example, if you’re an expert in advising CrossFit athletes, create content that helps them achieve their fitness goals from a chiropractor’s perspective. Remember that the goal is not to simply market your practice to these patients, but to encourage them to work with you to form a strategy that helps them meet their fitness goals, by referencing your specialty knowledge as a chiropractor.
Get inspiration from your patients, friends, and family.
Take note of what your patients tend to ask you most often during their visits, and create content that helps answer those questions. For every patient who asks a question, there are probably many more patients who never ask, but still wonder -- and probably far more people out there who are wondering the same thing, but haven’t been to a chiropractor yet. For example, if you notice that a lot of your patients are asking for pillow recommendations, you can write a blog post or record a video review of which pillows you recommend for different circumstances.
Make it into a habit.
While you don’t need to force yourself to become a full-time writer and editor of content, it does help to set up a schedule to get yourself acclimated to the process of creating new content. It also helps your readers know what to expect on a regular basis, so they can look forward to hearing your advice on a regular basis. For example, you could publish a Tuesday Tip that focuses on a different topic (e.g. neck pain, stretches to do at your desk, etc.). Another type of content format includes FAQs (answers to questions you hear the most from your patients).
Distribute your content across multiple channels.
If you’re posting content to your website, make sure it’s easy for readers to share on Twitter and Facebook with the click of a button. You can also share newly published content with your contacts by using email marketing software like MailChimp, and across your practice’s social media accounts (Twitter, Facebook, LinkedIn, etc.). You could even consider printing out some materials that your patients can take home with them after their appointment. Make sure anything you print clearly states the contact information for your practice, so that it’s easy for your patients to rebook, or, if they give the item to a friend or family member, he/she will know how to contact you if they want to book their first appointment.
We’ve covered some of the most fundamental ways to get started on your content marketing strategy. The most wonderful part of content marketing is that you get to put your own creative and professional spin on it, based on your area of expertise and your personal interests. Experiment with different ideas, and share them with the world -- your present and future patients will be excited to hear what you have to say.