EPISODE 438: Content Marketing 2025

Hey, chiropractors. We're ready for another Modern Chiropractic Marketing Show with Dr. Kevin Christie, where we discuss the latest in marketing strategies, contact marketing, direct response marketing, and business development with some of the leading experts in the industry. 

Dr. Kevin Christie: [00:00:00] Hey doc. Welcome to another episode of Modern Chiropractic Mastery. Today I am bringing a solo episode and we're gonna do kind of a content marketing 2025. Update. A little. Revisit it. You know, it's been about 10 years since I really started to. Uh, strategically implement, uh, content marketing for my practice, and then ultimately helping chiropractors do that and developing a second company from content marketing.

We'll dive into that today, but I got a little bit of housekeeping today. We got a lot going on in the world of, uh, MCM and, and some of our collaborators as well. Excited to continue to. To bring more opportunities to help chiropractors grow. Uh, so a few things here. This one I'm really excited about.

So just for now, it's a, it's a save to date. It's, uh, we don't have a landing page. We don't have anything like that yet. Uh, but we're excited for February 20 and 21. So February 20 in 21. [00:01:00] And this is in 2027, not 2026. I know it's a long ways away, but we are, uh, staking our flag in Atlanta, Georgia, uh, for MPI FTCA and MCM uh, business Summit.

This is gonna be all about business. It's gonna be very strategic, okay? Very strategic. It's not gonna be just a potpourri of. Presenters, we're gonna really have a, a game plan to help you grow your practice. And it's, uh, it's exciting. And so you can go and just for right now, uh, do that. I've posted some, save the dates in the Facebook group and everything, but that's gonna be February 20 and 21.

So February 20, uh, 20th and 21st, and Atlanta, Georgia, we're gonna make it super easy to get to. Uh, what we had to do a little bit behind the scenes is like, you know what we need. To find a month of the year that is not already saturated with chiropractic events. Uh, we figured February was that month. Uh, [00:02:00] definitely a wide open month, uh, nowadays.

And then we wanted to find a city that had a ton of direct flights to, to get to, and that was, uh, narrowed down to Chicago, Dallas, and Atlanta. Uh, and then ultimately we knew it was in February, so we wanted good weather. And that kind of knocked Chicago out of the running, no offense to Chicago in February.

And then we ultimately realized, you know, there wasn't anything in particular going on in Atlanta that people were doing. And we felt like that would be a great spot for people to get to. It's, uh, the, the. The busiest airport in the world so you can get as many direct flights there. It's so super easy.

We're gonna, actually, the other thing that's cool about this is there's a Georgia International Convention Center that is just a tram ride away. Uh, we're gonna have it there. There's a host of hotels and convention centers there. We haven't narrowed it down to where we'll be at in there, but we're gonna make it super easy for you to get to and super valuable for you to attend.

And that is gonna be an [00:03:00] MPI FTCA and MCM event. We're gonna. Blow the doors out. We've already got a lot of good feedback from people when we announced it and excited to do that. So we'll bring that more information as it goes, but we're staking our claim February of 2027. Put that in your calendar now and we'll keep you updated as we go.

Okay? Uh, next is. The Adjustathon is coming up. The Adjustathon has a jobs fair, so you can go to motion palpation.org and check out all of the details of the Adjustathon. But they do have a job fair there. And it's, uh, Kansas City, September 27th and 28th. It's hosted Pi MPI. This, this event isn't just for students.

There's a full doctor's track to help you sharpen and expand your skills. Uh, but the part, uh, that's really exciting. Um, that's been added to this, aside from the fact that just going there and learning some of the new techniques and adjusting, which is. Why you would go there. But [00:04:00] we've, uh, sweetened the pot a little bit with a job fair, and this will be the third year that NPIs held that.

And it's, uh, really to help solve the growing connection problem in our profession between associates and owner, doctor. Uh, and there's incredible students out there, you know, bright, driven, and ready to grow. Uh, there are also incredible doctors that are skilled, successful, and often so busy. They need help, but don't know where to find the right associates.

So we've also, um, got a path for doctors and students, just for looking for preceptors as well. So whether you're looking for a, a job or a preceptorship, or you're looking for an associate or a preceptor, um, this job fair is gonna help bridge that GA gap for you. So check that out. Again, that's September 27th, 28th.

I, I went last year to the Adjust On. It's an amazing event. The doctor's track is really nice as well, so check that out and uh, you will not regret that. Uh, lastly, last housekeeping. Is, I've got a webinar coming up. Go to, uh, this is gonna [00:05:00] be, um, for the 2026 West Mastermind. I'm gonna really give you a lot of, uh, an inside look at what we do, and I invite you to, to attend this ma this, uh, webinar, uh, to see if the Mastermind is for you.

Um, you know, the, the Mastermind's been just been amazing and the return rate speaks for itself. So the ones that have made that commitment, I know it's not an easy commitment, but the ones that have made that commitment. To, um, overcome any obstacles that you think you have in joining a mastermind. The ones that have done that.

Have seen substantial growth and they've, uh, returned, um, at very, very high rates. And I will kind of give you the underlying look at, at the Mastermind and why, um, it would benefit you. So, um, you can check that out@bitlybid.ly slash 2026 Mastermind, and that's going to be. Uh, just a little [00:06:00] webinar on all the details.

You can just go to that link to register for it. It's gonna be a four o'clock Eastern on Friday, August 29th, so 4:00 PM Eastern, one per percent, 1:00 PM Pacific on August 29th, and it'll just be a short. Probably 30 minute webinar, uh, on all the details. So if it's something that you've been kicking the tires on, I highly recommend attending that webinar.

Again, that's at b ly slash 2026 Mastermind. All right, that's the housekeeping for today. Uh, appreciate your, uh, patience on listening to, to the intro today, but we're gonna dive into content marketing. Um, and you know, it's been something. That's really changed my life and content marketing changes, but it stays the same at the same time.

It's been pretty fascinating to see the, the evolution of it, but I think the ones that have really, um, laid out the, um, Becky just [00:07:00] gimme a minute. I gotta, I gotta pause and find something here.

Um, bear with me here.

Thought I had it pulled up, but I didn't.

Alright. Sorry about that, Becky. Um, you know, so content marketing for me started, I would, I would say strategically in 2015 and really was learning about [00:08:00] it from different resources. I was 10 attending the Content Marketing Institute, applying it to my practice. It was around the time we were going from in-network to out-of-network, and it really helped us, uh, bridge that gap from a marketing standpoint.

And since it was working for my practice. Uh, that's how we, we started to close Facebook group in 20 20 16. Uh, just free information and then just doing that. And then 2017 started the podcast and, and ultimately, um. It's helped form a business out of it. So I've used content marketing, two ways to grow an existing chiropractic practice, and then also to start a whole new business from scratch using content marketing.

You know, I, for two years I was producing content with no monetization, and then listening to the audience and what they need, and then ultimately built a. A business out of it that's bigger than my practice now. And, uh, that's what content marketing has, uh, done for me. And I [00:09:00] continue to try to get even better at it.

And, uh, as things change, try to navigate some of that. And as we're gonna dive into, uh, some of the details. Uh, of that today, but fir first, let's, let's define it right. Um, Joe Puli from the Content Marketing Institute, uh, quote, content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and ultimately to drive profitable.

Customer action. That is content marketing. It's, um, the difference between being, you know, some people are like content creators. Um, and that can, that can span a, a wide array of, uh, of the spectrum of what someone calls themself, a content creator. But with content marketing, you are trying to drive profitable customer action.

And I know you're a doctor and you hate to hear about money and profits and all that, but that's a reality. You need to be able to do [00:10:00] that. You need to be able to provide great care, great patient outcomes, but yeah, you should be very profitable and you should be able to pay yourself a professional wage in content marketing is one of the things that'll help you do that.

Uh, so let's kind of break down a few of the things on there. Um, you know, it's just interesting, like I, I've had podcast episodes about this before. I've taught about this before, but we always get new listeners and I just want to kind of take us back a little bit to 10 years ago and, and pretend this is the first time I'm, I'm teaching it a little bit.

And so then we can lay the foundation of what we'll talk about today. But he says here, content marketing is a strategic marketing approach. Strategic marketing approach. It is not a tactic, it is not a campaign. Uh, this is a foundational approach to how you're gonna market your practice. And then it's focus on creating and distributing.

So you gotta create and distribute valuable and relevant. [00:11:00] And consistent content. So I feel like we have such a leg up that what we, per the information we know as chiropractors, is so valuable and so relevant, especially in today's day and age. The mistake people make is in the third part, is they're not consistent with it.

They expect to be able to create something and get it out there and have. A million followers. It's just not gonna happen that way. Anybody that you've seen that's done well with content marketing or even say myself and, and building MCM around that, it was because of consistency. It wasn't because I just was right out of the gates.

Um. You know, hitting a ton, a ton of followers and stuff. And so you gotta do it consistently, right? And then that contact has to attract and retain. So we want to attract new patients and we wanna retain our patient base. That's why a lot of the marketing we do. Is actually just to internal marketing, to your patient base, to the list of patients you have for the last 10 years, because those are the ones that you can retain and have them kind of [00:12:00] revisit your practice.

And so again, we wanna attract and retain a clearly defined audience. Too many people try to be too many things to too many people. You gotta have a clearly defined audience. It's one of the first things we do. We teach our clients on marketing, and again, ultimately to drive pro profitable customer action.

You ha you are in business. You have to, uh, grow a business. So make sure you are doing that. Alright, so that's content marketing. I think, you know, when I wrote my book and we really broke it down into four aspects, the destination, there's certain things like your planning and where you wanna go with this, how you wanna position yourself.

Um, and then we have the GPS. It's gonna be your messaging, right? So we did a lot with trying to integrate, um, building a StoryBrand stuff from Donald Miller into the chiropractic profession. And so we have the, uh, GPS, which is again, your messaging. We have the fuel, okay? Which is the content, right? That's [00:13:00] your videos you're shooting or your blogs you're writing or your.

In-person, public speaking or audio, if you have podcasts, right? This, it's the fuel, and then we have the vehicle. That's how you're distributing out this information. And, um, that's gonna be things like your website and social media and email. I mean, the list goes on of the different vehicles. It could be a book, it can be a blog.

There's, it can be, um. You know, going out and doing a workshop, right? That's the vehicle. And I think ultimately over the last 10 years, you know, the. The fuel, the content, the GPS, the messaging that that type of stuff has stayed relatively, you know, the same. And then it's been the vehicle that has continues to change and morph and alter.

And it's even like if you talk to someone of the old, some of the old, like Joe Polish and Dean Jackson, 1990s, Dan Kennedy, some of those marketers. [00:14:00] That were killing it in the nineties and they're still doing great things now. Um, but they were doing, I mean, if you took in from the 1990s and now, like the vehicle of how you get this information is so different.

I mean, it's, it's mind numbingly how. Much, it's changed and you gotta keep up with that a little bit. Um, but you have to stay, uh, really, really strategic with the content you're creating. It's still, you know, content marketing is going to rely on you doing this consistently. It's gonna rely on you providing value, it's gonna rely on you having clear messaging.

Otherwise it's gonna go for Naugh and yeah, maybe, you know, the 20 minute video isn't the same, uh, distribution model you may have, and it might be something that's like an Instagram reel. I wouldn't just rely only on short form reels. I would, you know, there are people that are looking for valuable information that they can [00:15:00] consume.

That's gonna be a little more intensive. Uh, but yeah, you know, things have changed bandwidths and, and uh, you know, attention spans have changed on people. And so we have to navigate that a little bit. I think, um, a handful of the vehicles that have changed is definitely, you know, Instagram is, is popular.

TikTok is newish still with Instagram, we're talking about reels a lot. Um, that's definitely changed. Um, you know, I think the big one and something I wanna chat about today. Is the ai, right? I think we're in the middle of seeing AI search start to, um, cannibalize the Google search, right? So we may have done a lot of things to try to improve, um, you know, Google search, and I still think you need to do that, but you also need to take into consideration that people are using AI for search.

And I know, uh, Gary Vanerchuk was at the Parker Seminars in Vegas, [00:16:00] and he was talking a lot about that. And he frankly said, those that are creating content consistently are gonna be the ones that are gonna win this AI search, um, battle. Right? And, and so you gotta be creating content. I think, again, the misconception, and I talk to a lot of chiropractors is that, um, if you are.

Not getting a ton of traction on social media, right? You don't, you don't have 20,000 followers on Instagram, or you're not getting a hundred comments on a, on a post. Then it's not worth doing content, and it's just so wrong. You know, like a, it's like if you're creating content, you want to get that in front of your.

Patient base, current and past, like that's gonna build your business. Uh, just so, so well, and then second is having, you know, that total web presence, that total web presence is, is still gonna help your Google search and it is gonna help your social media. And then, and then it's gonna be the thing that is going [00:17:00] to, when someone types in, you know, I want to.

Sports chiropractor and Bo Ratone that does a RT and practices like Dr. So-and-so in New York City, then that's a higher chance that I'm gonna be pulled up as the answer that AI is gonna give them. Because what the prompts are gonna be from these folks on the other end of it are gonna be pretty specific.

And if you're doing a lot of good content marketing and getting it out there and have that total web presence, you are gonna be the answer. That that AI is gonna give, AI is gonna probably give the best answer. It's not gonna be gaming the system like before, where you're just trying to show up in the top three and your hyperlinks and all that, that stuff you still gotta be doing and you gotta get your website to be a, a really strong content platform.

Um, but you know, the AI thing is gonna be changing things and I want you to be on top of that. And so you gotta be getting. Content out there, right? Uh, I want you emailing your patients once a week. I want you getting videos on YouTube. I want those YouTube. [00:18:00] Links being posted on your Google Business profile.

I I, we need to get your website to have blogs on it. It needs to have condition pages that are robust with videos on it. It needs to have services pages that are robust with videos on it. Uh, I want, uh, you know, Instagram and Facebook posting to be happening. For sure. You gotta consider. Um, running some paid ads on those platforms as well.

It's a whole other animal, but, um, I had a conversation with a marketing person. He's like, look, as a chiropractor, if you're putting, putting really good content out there, um, you could boost the post, you know, maybe spend four or five, $600 on boosting the post strategically on video content that you're going and target your email list.

Right? You can upload your email list into Facebook. Now you have an audience of just people that are, that have been your patients, and they see your content consistently. So you're saying top of mind. Right. So that's another way that the, that the, um. That the vehicles changed, right? Where if this was 10 years ago and I posted something on my Facebook business [00:19:00] page, a shit ton of people saw it.

Now, if you have, we have like 30 something hundred people following our Facebook business page. If I post something without doing any type of money behind it, I think 75 people might see it on there. And that's just the reality of it. So that's something how the vehicle has changed and you have to navigate, but you gotta get.

The mindset that you're, uh, and this is another old Gary V saying is, you need to turn your business into a media company. And so I want you to think of your practice as a media company, and you're a leading educator in a community that's consistently putting out content so that people are seeing your information and you're helping to position yourself as the expert.

And that's been the essence of. Content marketing, and again, it's helped me, it's helped, uh, me with MCM and build a whole business around it. I've had plenty of people on the podcast that were part of our coaching programs that have done it so well. I mean, someone that stands out is a. That was just a guess on our podcast not that long ago.

It is [00:20:00] Tony Ko. He one of our early coaching clients, and I mean, he's just killing it with content marketing and there's quite a few others that have as well. And again, there's a lot that are doing well silently with content marketing within their community. They're just consistently. Putting it out.

We've got quite a few of our members who we do the marketing for. They just consistently get it out every month, month after month. And you may not know who they are, and they may, you know, they, but they, but it's working and it's building their practice and they've gotten in the rhythm of creating content consistently, and it's helped build their practice.

And that's, you know, frankly, why a few years ago we transformed our, it's been three years now. Um, we transformed our. Coaching program into a very unique offering where we, we coach you, we do all the strategy around business and marketing and finances and communication and port, I mean, you name it. But we also, our signature program, we do [00:21:00] the media for you because we knew it was so important and we wanted to take a lot of the heavy lifting off your, so now we coach you to shoot four videos a month, and then our team, we assign a marketing account coordinator to you and.

They just turn it in and we produce and edit and brand the videos for you. We get it on YouTube for you. We post on your Google business profile for you, get a blog for your website for it. We send out the weekly email to your patient with that video and compelling content, and we've got four, uh, three or four posts a week on Instagram for you, a few posts on Facebook, and so we become.

The distributor of your content. It's not canned content. It's your expertise, and we coach you how to do that. And then we do all the heavy lifting for you so that you can focus on being a doctor and focus on doing your notes and focus on getting the four videos done a month and doing the things out in the community you still need to do to build your practice.

And so, uh, [00:22:00] if you're interested in that checkout, modern chiropractic marketing.com, it's a very, um, it's a, it's a very successful. Um, offering for chiropractors has been really good and, um, we've had so many that have done it and stuck. We've had some that have, uh, left and 'cause they brought on someone to do their marketing for them 'cause they've grown and they've been able to out, you know, bring someone in-house.

That's been cool to see. And then we've had some join us and not do it and not get the results 'cause they haven't done it and then they, they slough off and that's fine too. You're gonna always have that just like your patients, right? You're gonna have some that. Uh, come in for care and then don't actually do, uh, what they signed up to do and what you're recommending to do.

And that's just gonna be the, the norm for any anything. It, it's always confounding, it always confuses me. Um, but that's, that's the nature of the beast. But the ones that have joined and done it and consistently have seen the results, so check out if you're interested in that. But I think, uh, you know, again, as, as a lot of things have changed.

Now in [00:23:00] 2025 compared to 2015 when I started content marketing, there's a lot that is similar. We just have to help you keep up with the change changes. Uh, we're doing a lot with making sure everybody understands ai, how to use the AI in their practice, um, and, and really just navigate this, I think next really big transition.

In the vehicle part of content marketing. If you nail down the destination, which is a lot of your planning aspects, if you nail down the GPS, which is your messaging, and you nail down getting content created, which is the fuel, we can help you navigate the changes in the vehicle that is coming here in the coming months and years to make sure that your practice is, uh, remarkable and.

Uh, a leading practice in your community. So check us out modern chiropractic marketing.com. That is my kind of 10 year update on content marketing.