Content marketing is huge for a few reasons, not the least of which is that content is king when it comes to search engine rankings. Google has revealed that the determining factor in where your website ranks in search engine results is the combination of relevance and reputation. By delivering relevant and original content on a consistent basis, you will perform better in rankings and become a trusted provider of that information.
The beauty of content marketing is that it is also a powerful social media tool. By enabling your existing audience to share the engaging information that you provide, you give them the power to help grow your customer base, reaching potential customers in what is arguably the best possible way – through word of mouth.
1. Share useful, informative content. What constitutes engaging content? That depends entirely upon what your audience wants to hear. As a chiropractic organization, you will most likely be sharing information about your practice, but your readers might enjoy tips on how to prevent back strain during gardening in the spring, or recent news articles on advancements in chiropractic techniques.
Look at your website, blog and social media outlets from your customers’ point of view to help determine what content they would consider to be engaging. Also, never underestimate the power of a simple question; ask your audience what they would like to see. Not only will they value their voice being heard, but you are then equipped with the knowledge of exactly what type of content to present them with.
2. Know when to share it. The calendar is your friend. The best thing you can do is take some time to develop a sharing strategy, planning blog posts and social media content in advance. Start by mapping out your promotional calendar, if you have one. If you don’t, now is a good time to consider one, as promotions are an excellent means of drawing a new customer base via social media platforms.
Take the seasons and holidays into consideration, planning blog posts and other timely content that customers will find useful, such as top five lists involving stress relieving techniques or seasonal hazards to avoid.
Fill in these major milestones with ideas for other original or reusable content you can share to increase and maintain engagement.
3. Focus on connection.
Now that you’ve determined what content your audience would find most engaging and created an editorial calendar for your marketing strategy, focus on two things:
- Connecting your media platforms
- Connecting with your audience
For example, let’s say you have a blog, where you post an original article on how chiropractic treatment can help relieve hip pain. Your next goal is to share that article on as many platforms as you have at your disposal. Connect your blog to your website so that it is updated with fresh content, then post on your Twitter, Facebook, LinkedIn, Google+ and any other relevant platforms for maximum reader engagement.
Finally, once your content is shared, connect with your audience. Reply to comments to build trust. Be consistently positive, and they will feel empowered to share the positive interaction with others.
When utilized properly, content marketing is a powerful tool that benefits everyone involved. Take the time to develop a content marketing plan that will work for you.