Why Content is King Shouldn’t Be Chiropractors’ Only Mantra

If you’ve been around inbound marketing for sometime, you probably have heard the saying that content is king. Matter of fact, one of the first blog posts that I published on Next Generation Chiropractor covered this subject briefly.

But, as more chiropractors learn the value of inbound marketing — more specifically, becoming a content publisher — one of the traps I see is that content instead of what matters most becomes their primary focus.

In other words, some chiropractors have bought into the mantra without fully understanding the reason for it.

Content as Currency

Content, no matter what format you distribute, is the currency that drives online communities. Without it, our virtual world would come to a sudden stop.

Google and other major search engines use it as the Internet’s road map. By indexing keywords, consumers and prospects can more easily find what they’re looking for via a click of the mouse.

Therefore, as a chiropractor, it’s imperative that you consistently produce as much content as possible that relates to your niche and market. If you don’t pay the never-ending toll, you’re not going to be easily found on the information superhighway.

The Value of Content

Anyone can create content. And, with today’s technology, publishing it is a breeze.

Matter of fact, there are services out there that’ll create it for you. However, I DO NOT recommend them.

Why?

Because if they produce the same material for every chiropractor, then you run the risk of duplicate entries with Google which can blacklist you from their services.

But, the secret isn’t in its creation but rather its value.

To put this into perspective, Google’s market capital is worth over $200 billion. If you don’t think it’s valuable, then I’ve got a bridge to sell you!

So, let’s bring this down to our level.

If our content isn’t valuable, our readers won’t stick around for very long. If this is the case, then there’s no reason to build a presence online in the first place.

Bottom line — you must create content that is valuable!

What’s Its Purpose?

Now that you understand that valuable content is king, you still need to know why. Right?

I mean, what’s the point of producing it if it doesn’t affect your practice’s bottom line?

That’s where its purpose needs to be forever engrained in your mind.

Social media enables you to engage in conversations with your community so you can improve your ability to attract, retain and serve your customers.

Thus, valuable content isn’t created in and of itself. Its created to stimulate conversation with your prospects.

If you’re having trouble grasping this concept, maybe this graph from eMarketer.com will help drive home the point:

If you can stimulate conversations, you can then build relationships. Since relationships are built on trust, it’s the trust that eventually opens wallets to spend money with you.

How do I build these relationships?

By listening to your prospects concerns, responding to their questions and providing as many tools as possible for them to easily connect with you.

These tools can consist of everything from the comments section of your blog to your Facebook fan page.

Bottom line — focus on building genuine, authentic relationships with your readers.

It’s the only avenue to convert leads into dollars from your most valuable content.

In closing, whenever you raise your banner to proclaim content is king, just remember that it isn’t the content but rather the relationships you establish that matter the most. Take care of the relationships and you’ll enjoy being king of your own domain!

Question: How well are you doing in engaging your reader?

Let me know in the {comments} section below.

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Tagged as: blog, chiropractic, chiropractor, computing, content, content publisher, google, internet, kings, manipulative therapy, mantra, medicine, relationships, roads maps, social information processing, technology, valuable, valuables, value