5 Types of Marketing Content You Need to Know. Expanding your chiropractic practice involves reaching out to new patients via digital marketing. The more eyes your website attracts, the greater the chances that those visitors will become patients in the future. This is where content marketing comes in—users who search for information about back pain, spinal decompression, and other topics related to chiropractic care will be brought to your website to learn more about their areas of interest. There is a variety of marketing content you can use, and a good digital marketing strategy incorporates several. Here are some of the most popular forms of online marketing content.
Blogging is easy and accessible, making it a primary vehicle for marketing content. A regularly updated blog about topics your online visitors want to learn about has the potential to dramatically increase your SEO and bring your practice to a wide array of potential patients. Topics can include explanations of the causes of common spinal conditions, types of physical therapy, and emerging trends in the chiropractic field. A robust blog raises your brand awareness while establishing you as an authority in your area of expertise.
Downloadable eBooks are increasingly important to maintaining a competitive website, especially in the medical field. They provide a sense of value for visitors who download them, and they generate valuable leads you can later follow up on through email marketing. An eBook is a terrific opportunity to take an in-depth look at topics explored in your blog and should be promoted in related articles and on social media to allow visitors to take the next step down the conversion funnel.
With Google’s new mobile first index in full swing, content that is adapted for mobile users will be receiving a huge uptick in clicks, views, and shares. Video content is perfectly suited for smartphone users, so expect it to become increasingly important to your overall digital marketing strategy. Creating an “About Us” video fosters a feeling of connection and adds a human touch that potential patients will appreciate. You can also make informative videos explaining different types of treatments and procedures for visitors who might not be familiar with chiropractic practices.
In a podcast and video-friendly media landscape, it pays to create unique content that distinguishes your practice and raises awareness. Hosting a webinar about a specific topic shows off your knowledge while building your list of subscribers. Making it a regular event also keeps your practice at the forefront of subscribers’ minds and encourages engagement.
Email is still the best-performing online marketing channel for good reason. It allows you to establish a regular, personal connection with subscribers who have already expressed interest in your practice. Use email marketing to promote new content on your website and present special offers to subscribers. People should feel like they are getting something out of your emails, so always remember to add value—and incorporate a succinct subject line and clear call to action. Every content marketing strategy is different, but email should always play an important role.