Content marketing covers a variety of different strategies and media including social media, email campaigns, videos, whitepapers, and e-books … to name just a few.
And since all of these content delivery options have very specific audiences and goals, PTs can easily (and understandably) feel overwhelmed with the various directions. It can be difficult to choose a place to start.
To simplify this process, we recommend that physical therapy content marketing strategies start by establishing a foundation that delivers long-term results. In this case, we are referring to your website.
Creating new content on a website is much more permanent – more static – compared with other types of media such as a social media post or a monthly newsletter. Therefore, the effectiveness of quality content on a website can last longer and offer up greater potential.
Further, this can add more relevant information to your website, which enhances SEO and trust to search engines while providing more traffic.
Looking for a professional PT content marketing plan? See BuildPT content marketing solutions.
Below are 5 ways to beef up your PT website by using long-term content marketing strategies.
1) Service Pages
Having a services section in your main navigation menu is highly recommended for any physical therapy website. Creating individual pages for each service allows you to expand the content on your website while providing greater SEO opportunities as more keywords will get the attention of popular search engines.
See: Physical Therapy Websites: Show Your Services
2) Use the Right Media
“Content” doesn’t just mean “text.” Using the best images possible can greatly improve your pages’ messages while grabbing the attention of the consumer. Plus, the use of videos lets you tell a more in-depth story and can be more engaging to the consumer.
3) Show Success Stories
A website gives you an opportunity to build credibility and trust with potential PT consumers, well before the event enter your office. Relatable success stories on your website can be more personable for the consumer.
Blogging is a key component of any content marketing strategy and it is one of the top ways to expand your website. Not only does a healthy mix of blogposts significantly help with your SEO efforts, it’s also the best opportunity to provide shareable content through other channels (i.e., email, social media, third-party websites, blogs, etc.)
See: How Blogging Improves SEO on your Physical Therapy Website
5) Newsletter Subscription Forms
Having a subscription form for your regular clinic email newsletter doesn’t provide more content to your website, but it does allow you to integrate your website with another content marketing strategy (email). Furthermore, this sends consumers on a conversion path where you can gather some basic contact information.
Are you utilizing content marketing on your physical therapy website? Let us know in the comments below.