I am always looking for a creative and effective marketing strategy for my practice, and I think this strategy has the potential of being a game change for Chiropractors in their community.
Recently I had the pleasure of interviewing Aaron Orendorff of Iconic Content for The Modern Chiropractic Marketing Show (Episode 13: Release date of July 6, 2017). He is a content marketer, blogger, copywriter and a thought leader who has written for Content Marketing Institute, Success, Copyblogger, INC, and many more publications.
During this interview, he discussed one thing he would do in the community if he were a Chiropractor looking to implement content marketing strategies. That content strategy was to come up with a topic such as “Low back pain prevention and Yoga.”
Once you have the topic, you then interview 3-5 Yoga instructors on this topic and do so on FB Live. From those collective FB Live interviews, you can repurpose the content in many ways. I instantly realized the value this strategy could lead to, and I have subsequently spent the last week teasing it out into a complete strategy for Chiropractors.
I am truly excited about what I am calling the Investigative Reporter Strategy for my business.
The benefits of this “Investigative Reporter” type strategy is multifactorial
• In-Person networking and rapport building with your interview guests.
• Content Creation and Repurposing
• Positioning yourself in the community as an expert on that topic
• Authority building through Public Speaking
• Marketing Funnel
• SEO/Google Presence
• Before, During and After marketing aspects.
So, here it the strategy that I have racked my brain all week on, and I think it can be altered to suit your practice and unique abilities.
Investigative Reporter Plan: Creating and Re-purposing Content while networking in your community.
• Pick 1 Topic per month or what your marketing stamina allows for
• Pick 3-5 "experts" to FB Live interview (10-Min interview estimate)
• Take pictures of the interview and with the interviewee for FB/Instagram, etc.
• Promote the FB Live event on both yours and the guests FB before the interview.
• Download the FB Live video and have it produced with your intro and outro, with clinic info. (Google how to do this if you aren’t sure)
• Add this produced video to YouTube. Remember, Google owns YouTube, so this will increase your search optimization.
• Directly upload the produced video onto your business FB Page/Instagram, etc. Facebook will give more exposure to videos you directly upload to their platform than if you just copy and paste the YouTube link.
• Send the YouTube video out as an email to your patient base.
• Send the video to experts you interviewed, so they can social share to their audience.
• Do this for each FB live interview you performed.
• After all interviews and the processes above, write a blog detailing your key findings during this experience and make sure to provide extraordinary value to your patient base, your expert’s client base, and the community.
• Add this blog to your website.
• Run an FB ad to the Blog (The details of this are outside the scope of this article)
• Place blog in an email to your patient base.
• Post the article on your FB business page and boost it. (This is different than an FB ad).
• Infographic with some key facts from your interviews for social sharing.
• Handwritten Thank You letter to your guests
• Send them a “Content Pack” via email with all the content you created for this one project so they can then have access to it and also share with their audience. They can curate your content!
• Offer to present the complete findings in a talk to their audience at their location. For example, if your topic is The Healthy Desk Jockey, you can present at the corporation to the employees. Film a video of you presenting at the company! You can then use this video in your marketing too.
Lastly, you can make this content evergreen by creating a funnel from this content with a landing page with the content (including the video of you presenting) and call to action.
This is the essence of Content Marketing as defined by Joe Pulizzi in his book Epic Content Marketing
“Content Marketing is the marketing and business process for creating and distributing valuable and compelling content to attract, acquire and engage a clearly defined and understood target audience—with the objective of driving profitable customer action.”
From the same book, Joe Pulizzi breaks down The Six Principles of Epic Content Marketing
1. Fill a Need: Your content should answer some unmet need of a question for your customer. It needs to be useful in some way to the customer, over and above what you can offer as a product or service.
2. Be Consistent: The great hallmark of a successful publisher is consistency. Whether you subscribe to a monthly magazine or daily email newsletter, the content needs to be delivered always on time and as expected. This is where so many companies fall down. Whatever you commit to in your content marketing, you must consistently deliver.
3. Be Human: The benefits of not being a journalistic entity is that you have nothing to hold you back from being, well, you. Find what your voice is, and share it. If your company’s story is all about humor, share that. If it’s a bit sarcastic, that’s okay too.
4. Have a Point of View: This is not encyclopedia content. You are not giving a history report. Don’t be afraid to take sides on matters that can position you and your company as an expert.
5. Avoid “Sales Speak.”: When we at Content Marketing Institute create a piece of content that is solely about us rather than for an educational purpose, it only garners 25 percent of the regular amount of page views and social shares. The more you talk about yourself, the less people will value your content.
6. Be Best of Breed: Although you might not be able to reach it at the very beginning, the goal for your content ultimately is to be best of breed. This means that, for your content niche, what you are distributing is the very best of what is found and is available. If you expect your customers to spend time with your content, you must deliver them amazing value.
In my opinion, this content marketing strategy is Epic and follows those six principles outlined above. Remember, you just have to be best of breed in your community, luckily you don’t need to compete with the world on content creation as a Chiropractor.
Here are some potential topics, but I am sure the list is endless. I think you can expect this to take 30-45 days to complete in its entirety, but you are generating new content daily, weekly and monthly as you go through this process.
• Running Injury Prevention
• The Healthy Desk Worker
• Yoga for back Pain
• Back Pain and Pregnancy
• Ethical Health and Legal for Auto Accident Patients
• MD's and Specialists
I am going to do my first strategy for Runners on Injury Prevention. I am going to do my FB Live interviews with a running store, fitness expert, running coach, and the leader of a triathlon group in my area, then sprinkle in my knowledge.
I will then follow that one up with one on The Healthy Desk Jockey. I will be able to utilize some of my Modern Desk Jockey interviews as content to write my final report/article on the topic.
I know some of you may have a sense of overwhelm after reading this, but I have no doubts that if you organize this accordingly, it will become a seamless process that you can turn into a marketing system that will generate huge results. I will be providing you with the processes I come up with to aid me in making this as efficient as possible. I know it can be done, I have two podcasts, and I treat patients full-time, so I know you can too.
If you have any questions on specifics feel free to ask in the comment section below or in our closed FB group and I will respond promptly.