We’ve all heard that we should be creating more content for our practice. Physical therapy content marketing is a type of marketing strategy that you might want to consider.
Years ago, popular marketer Gary Vaynerchuk stated that all businesses are media businesses. You’ve probably heard you need to create blog posts, videos, podcasts, and social media content which have all become a requirement of marketing and growth in just about every industry.
But creating content is definitely time consuming, and can be the last thing on your list of things to get done on an already busy day. So here’s a six step process for creating more content even when you’re really busy treating patients and running your business.
1. Create a Calendar of Content Topics
The first step is to create an outline. Simply outline the core ideas for your content on a notepad and transfer those topics to a Google Calendar or similar. Here’s a good resource with free Excel sheets that you can use for planning. You can use the Simple Marketing Worksheet to get started.
IMPORTANT: when creating a content outline, topics can consist of things like patients you want to see, the problems they have, how physical therapy can help them, and information on particular techniques-especially those that are known already to your community. Examples include:
- McKenzie Method,
- Graston Technique,
- dry needling,
- myofascial release,
- manipulation, etc.
2. Create an Outline for each Individual Topic
You don’t want or need a ton of detail, just enough to give structure to your thinking as you do your content creation. Think about this popular presentation format:
- Tell them what you are going to tell them.
- Tell them about the topic.
- Tell them what you told them.
- Add a Call to Action
Write out the outline as a cue card and then your off to the next step.
3. Record a Video
Step number three is to then record a video. I know you may not be comfortable on video – many people aren’t – but it’s something that you’ll get used to over time, and the value of video in marketing today is tremendous. So record a video of you speaking to the outline that you just put down on the notepad. For those that aren’t “off-the-cuff” presenters, a good teleprompter can help. Here’s a link to a resource for you. Don’t overthink it. You can use a camera or iPhone/Android and a shotgun mic (we like the Saramonic or Rode brands). Make sure you get the iPhone connectors as well. If you want to use your iPhone, here’s a cool mobile filmmaking case that we like. Click here. Then the KineMaster video recording app works well too.
Now that you have the gear, record it and you’ve got your first piece of content!
4. Want to Go Bigtime with Your Content – Create a Podcast
The fourth step is to then have the audio exported and edited as a podcast. Podcasts are one of the fastest growing forms of content in terms of consumer consumption because they can be listened to while doing other things, like driving, working out, walking on the treadmill, or running on the beach.
For these reasons, podcasts are experiencing incredible growth, and many people consider them to be the most important form of marketing now. So you definitely want to make sure that you’re getting your podcast created. A simple way to do that is to record your video first, and then export the audio content. There are a number of resources to export the audio portion of a video. I personally like Camtasia. It’s a bit spendy but a quick search should enable you to find some additional resources.
Then you will need a service to upload your audio file. This is called a podcasting platform. Here’s a link to reviews of podcasting platforms and some are free.
5. Transcribe the Audio into a Blog Post
Next you’re going to take that audio content and have it transcribed into a post. I like to use an app called Rev for this. You simply upload your audio file or- even a video file – and the app will extract the audio and transcribe it for approximately $1 per minute of audio. I found that a typical blog post is five to 10 minutes long, so I can get the transcription done for $5 to $10.
The service is fantastic and creates a transcript that is very easy for me to put some final editing polish on, and use it as a blog post or use it as content for my social media posts and my YouTube video.
6. Have a Designer Create Images
Next is to have a graphic designer create images for every place that you want to post your content. Images are very important to go along with your content, regardless of whether it’s going up on YouTube, a podcast, Facebook, Instagram, or any other platform.
Images help sell the content and get the attention of your audience in the first place. Hire graphic designers from affordable services like Fiverr, UpWork, or Design Pickle and you can quickly get custom-designed image – often within 24 hours.
Your Turn! Create your content and push it out to a blog, YouTube, Facebook, Twitter and more. You too can be a media company and get your name out to your community.
Want Some Help?
If this all seems a bit too much or you know you simply won’t be able to find the time, let us know. E-rehab specializes in physical therapy content marketing and we can help you get your name out to your market.