As a chiropractor, your digital marketing competition can seem as stiff as your patients! That’s where strategic content marketing for chiropractors can help. Producing SEO-friendly content and videos on your website and blog boosts your rankings in Google searches, educates your audience about care, and promotes your business without seeming overtly salesy.

Are you ready to put your best content marketing foot forward this year? Here’s our checklist of 20 essential content marketing tactics every chiropractor should try in 2020.

1. Get an SEO Audit

The first step to helping your business reach more patients? Do an SEO audit to ensure your website is correctly optimized for organic search. This means when people search for “chiropractor,” your practice will pop up in their search results. It’s especially important for local search. If your keywords, meta tags, title tags, and other key SEO data don’t accurately reflect your services, then you could lose out on lots of business.

So what does an SEO audit do?

An SEO audit fixes any technical problems on the backend of your website which may prevent your site from indexing and ranking in search results. These audits also provide you with a list of valuable SEO keywords that you can use to improve your SEO through strategic content. SEO audits reveal potential speed and mobile responsiveness issues that impact SEO health too.

2. Add Keywords to Your Website Copy

Once you have a list of SEO keywords, you can then carefully integrate them into your search engine optimized website copy. While you don’t want your copy to sound stiff and robotic, you DO want it to be easily indexed by Google and other search engines. Incorporate keywords naturally—keeping in mind that you want your copy to be just as attractive to readers as to Google’s bots.

Today’s best practices for SEO don’t endorse keyword stuffing. You only need to mention keywords in strategic places like your keyword phrase (backend metadata), title, one or two of your H2s, and a couple of times within the body copy of blogs or website content itself. Less is more!

3. Start Blogging Weekly—Or at the Very Least, Monthly

Launching a blog is one of the most important things you can do to improve your website’s organic SEO. We know it can be grueling, but publishing one fresh article per week does wonders for your organic search ranking. Not to mention, these content pieces educate your audience and establish you as a trustworthy chiropractor.

Content marketing for chiropractors can seem tricky and you may think your subject matter is too dry. But you can make any topic sound exciting! And patients who are in pain and looking for a solution will appreciate any information you can give them. They are much more likely to come to your office if they know you have expertise with their specific issues.

Here are some tips to make content part of your routine—including making a content calendar and content buckets to keep ideas fresh.

4. Write a Guest Post

Guest posts are a fantastic way to introduce link building into your SEO strategy and enhance your content marketing. But what is a guest post? Guests posts are blog articles you publish on another website. Prominent websites like Huffington Post, health and wellness publications, or lauded medical journals—ones with an overlapping readership to your target demographic. Guest posts help increase your practice’s exposure with relevant clients and customers and build trust with clients.

Type “guest posting” or “contributorships” into Google to find publications that accept these articles. Once you pitch an idea to their editorial team, make sure your guest post comes with a link back to your website. This way, readers can click through and see other articles on your site, and read about topics they’re interested in.

5. Give a HARO Interview

HARO is one of the heavy lifters in content marketing for chiropractors! It stands for Help a Reporter Out, and it’s as easy as signing up on a website. Each day, you will receive an email containing a list of press opportunities and questions. Journalists who need your expert opinion will ask for feedback about healthcare topics.

You simply respond to their query with your answers. If you give a compelling answer, you will get a mention. Some journalists will give you a link to your website and some will only mention your name and practice. Either way, it’s an amazing, free opportunity for exposure.

When you write HARO responses, think about the uncommon answer. Break your thoughts into scannable bits. The less work the journalist has to do and the more interesting your answer, the more likely you’ll land a spot in his or her piece.

6. Teach a Free Class

Many health food stores, wellness clinics, and community centers allow chiropractors to teach free classes to educate the public about spine health and the benefits of a chiropractic adjustment. Content marketing for chiropractors isn’t all online! Get out into your community and introduce yourself to prospective patients. If you answer some of their questions for free, they may be more interested in continuing the conversation at a formal appointment. Plus, you can turn these guest speaking events into online content.

For instance, videotape your entire presentation and use snippets on social media or your website. Publish your entire PowerPoint or Keynote presentation in a blog with supporting information. Additionally, you can use your class as gated content to generate email leads for future email marketing campaigns. Whenever you invest your time in marketing, make sure you get your money’s worth by stretching it across marketing channels and tactics.

7. Start or Join a Facebook Group

Want an easy content marketing idea for chiropractors? Start or join a Facebook group where you can interact with potential clients. Some relevant subjects would be chronic pain, back pain, spine health, holistic health, massage therapy, or other topics that you know will interest your ideal patients.

Try to find local groups that serve your specific area. Reply to threads with your expertise and offer free consultations for those in your city or town who are suffering. This is a great way to build a relationship with future patients who may even refer you to family members and friends to come to your practice. Grow your practice by broadening your network!

8. Try IGTV on Instagram

Tutorials continue to be the fan-favorite type of video on Instagram’s long-form channel, IGTV. If you use social media marketing and have a presence on Instagram, try creating videos up to 60 minutes in length and publishing them here. In addition to getting exposure from your organic posts in your feed, your Instagram Stories, and your paid social media ads, IGTV will put your practice in front of more potential clients.

9. Use Facebook and Instagram Stories

Instagram and Facebook Stories provide tiny snapshots of your brand, and can greatly improve your ranking in Instagram and Facebook algorithms. Plus, these posts allow for a ton of engagement. You can add stickers, gifs, polls, and more—all of which perform better with social media users than plain videos and images.

Because these Stories only last 24 hours, they’re a great place to be funny, authentic, and timely. Post quick tips, share funny quotes from other accounts and give a look into your practice’s personality and expertise. Just keep it to three to five Stories every 24 hours. Any more may overwhelm your followers and cause them to unfollow you. By now, we all know how annoying it is to see a brand with a bajillion Stories you need to tap through to move onto the next account you follow.

10. Add Instagram Stories Highlights to Your Profile

Optimize your Instagram for Business profile with Instagram Highlights. These are the Stories you save to your profile and appear in circles at the top of your feed. You can classify these strategically. For instance, group Stories by body part: i.e. spine, neck, etc. Create a highlight for speaking events. Add another for office specials and tips. Whatever you do, your highlights should be evergreen content that is educational and entertaining.

11. Broadcast Live on Social Media

Try broadcasting live in Facebook groups, Instagram, or your other social media channels. Create an announcement around a class you plan to teach or a procedure you want to spotlight. It’s amazing how many potential clients will be enthralled by your live broadcast, especially if what you’re saying is interesting and educational! Make sure you repeat who you are and your business name every few minutes for new audience members who are tuning in and answer any questions viewers may ask in the comments.

12. Add Trust Signals to Your Website

Have you won any industry awards? Has someone in your office been mentioned in any medical publications (like the guest posts we mention above)? Are you certified by any nationally or locally recognized boards or certification programs? How about Better Business Bureau ranking? All of this should be on your homepage! Trust signals like these let clients know that you are reputable and come recommended in your specialty.

13. Implement a Reviews Email Campaign

If you have an email list (hint: you should definitely have an email list) then try sending an email out asking for reviews on your social media page or Yelp. Studies show that 84 percent of people trust online reviews as much as friends—and that when you have positive reviews you’re more likely to win new business! Your satisfied customers can tell new clients who don’t yet know your quality of service about your business through these online reviews. Plus, many will do so willingly and for free if you send them an email asking for their input.

Once you have reviews, use them in your content marketing. Create graphics for your social media channels. Add them to your website. Create a blog with your top reviews. Get creative with how you use reviews to authentically promote your chiropractic practice.

14. Post a Video To Your Website

One of the fastest ways to explain the value of your practice is to explain it yourself—on your homepage, through a professionally-filmed video clip! When new patients visit your site, your video will be the next best thing to meeting you and your staff in person. A welcome video on your homepage can give clients the boost of confidence in your services that they need to book their appointment.

The last thing you want to do, however, is slap an unprofessional video up on your website. It’s very affordable to bring in a small production crew to shoot the video for you in HD with high-quality sound. You can also use this video on your social channels, in an email campaign, and countless other applications! It’s an evergreen content marketing for chiropractors tool that you can use for years.

15. Offer an E-book or Whitepaper

Long-form content is a great way to educate patients and win trust. Is there a topic within the chiropractic industry that you consider yourself to be a pioneer of or expert in? The write an e-book or a case study! Not a writer? That’s ok. There are plenty of affordable copywriters out there who can take your information and transform it into a great long-form resource piece for your website. You can even translate it into a brochure for new patients to take home with them.

16. Give a Discount to Social Media Followers

Incentivize clients to follow you on social media by giving exclusive discounts to your followers. One of our favorite tactics is offering to direct message a discount code to the first 20 (or 50, or 100) followers that comment on your post. This way, you not only get new followers, but you also get the comments and engagement you need to boost your post in your followers’ feeds. You could also offer a free consultation or any number of other promotions. The idea is to reward those who follow you with special perks.

17. Host a Social Media Giveaway

Another way to bring in new followers and increase exposure is to give away a favorite back health product. This could be a supplement, a massage roller, or pretty much anything you recommend to patients. Ideally, you sell this product at your practice and can tell those who don’t win the giveaway to come to your location and buy it in person! Accompany your giveaway with a video demonstrating how the product is used and it’s benefits. Make sure to promote your services at the end of your video and require that anyone who puts their name in the hat for the giveaway gives their email and follows you. Once they see the other amazing content you’re offering, they’ll likely choose to remain a follower. And they may even come into the office for an appointment!

18. Use Paid Media like Social Media Ads or PPC

If you need to get aggressive with your content marketing, you may need the support of PPC or social media ads. Once you have organic social media marketing running and your website design is functional, create an advertising budget. Depending on your resources, you may be able to run campaigns that bring in a bevy of primed patients.

19. Redo Your Website

How long has it been since you redid or revamped your website? You may need to refresh SEO website content on your pages. You may need to redesign the site or introduce new functionality for better UX. Perhaps you need to rethink the content strategy and messaging hierarchy so patients can find the information they need faster. Just make sure you hire the right website developer or web design agency for the job!

20. Send Out a Monthly Email Newsletter

Do you have a special promotion? Did you publish a new blog post you’d like to share? Sending out an email newsletter each month educates your clients and reminds them that they should come in for an adjustment. Focus mainly on providing useful information—not on hard sales. Overall, your email newsletter should be brief, entertaining, and send your audience to your website for more information with a strategic call to action.

As you can see, content marketing for chiropractors can be especially tricky because the field is so competitive and the subject matter can be less than exciting. However, chiropractic services appeal to a very large group of people. The key is getting your practice in front of the right audience using the appropriate tactics at the right time.

If you need any help, please reach out to us! We will be able to adjust any content marketing strategy you currently have, or start a new program to help you achieve your goals.

Editor’s Note: This post was originally published in January 2019. It’s been fully updated for accuracy and current trends.