7 Defined Steps to Creating Your Clinic’s Content Strategy Plan

Sunday, June 09, 2019

You might understand the necessity of having a strong content strategy plan but you also might not know where to start. The good news is, you’re not the only one.

If you’re ready to take your physiotherapy business to new heights with even greater success, here are 7 clear steps for creating your clinic’s content strategy plan.

1. Evaluate Your Existing Content

Your best place to start is, of course, where you are now. To create a killer content strategy for your physiotherapy clinic, you’ll want to do a full audit on your current content.

That means taking stock of what’s working (and what’s not!). Maybe your audience loves when you post exercise videos to Instagram but they’re not really reading your blog? In order to make positive changes and achieve results, you’ll have to know where you stand.

2. Set New Goals

Set New Goals

Now it’s time to set goals for your content strategy. After all, you can’t hit what you’re not aiming for.

Remember, at the end of the day you’re running a business and your content marketing shouldn’t overshadow your vision as a company. As physiotherapists, we want to help people live better, healthier lives and it’s important not to stray too far from that message for the sake of getting likes and followers.

So, when you’re setting goals there are a few tactics.

The first is by using the SMART framework: Specific, Measurable, Achievable, Relevant, and Time-Bound. Yet, some find these to be too rigid when it comes to content marketing.

Others use the CLEAR framework: Collaborative, Limited, Emotional, Appreciable, and Refinable which tend to facilitate more flexible goal-setting.

An even more flexible approach is by using Objectives and Key Results (OKRs) which doesn’t rely on Key Performance Indictors (KPIs) but instead on more overarching goals. When using OKRs you’ll:

  • Set each goal as a challenge
  • Define 3 to 4 key results by objective
  • Measure success of each goal using progress indicators of 0 to 100%
  • Create goals that are collaborative and transparent
  • Assess goals based on new and changing conditions
  • Adjust goal as new information proves it to be irrelevant

Again, focus on long-term goals with short-term objectives and stay true to the actual mission of your brand, market and audience.

3. Find Your Target Audience

Identifying your target audience is key to creating a successful content marketing plan. Otherwise, who are you talking or reaching out too?

In order to understand your ideal audience, in general, you need to know where they live, what they do, what they value, what problems they need solved, and lifestyle choices they’ll likely make.

Find Your target Audience

It should be clear that your audience is not the same as your buyers. The hierarchy goes like this:

  • Audience = People who are interested in your brand/clinic
  • Followers = People who love your brand/clinic
  • Buyers = People who buy/invest in your products or services
  • Advocates = People who recommend your brand/clinic to others

Your content should be geared toward an audience of a potential client. If you get people interested in your brand/clinic, when it comes time for them to decide between booking in with you or a competitor, they will more often then not choose you. Since they have a relationship and already established sense of trust with your clinic after seeing things they value in your content, the end goal is making audience-members, first time and loyal clients. Content can be anything from your landing pages on your websites, social media, blogs, emails or even the traditional forms of marketing in flyers and posters.

There are a few ways to find your target audience.

You might use what’s called an Empathy Map that helps you adopt your audience’s point of view in order to speak to them more clearly.

  • What do they think and feel?
  • Who do they listen to?
  • What do they say and do?
  • What do they watch and look at?
  • What are their fears, obstructions, and obstacles?
  • What are their desires, needs, and success criteria?
  • What do they see as a challenge, both positive and negative?

You can also use the “Jobs to Be Done” framework which helps you understand what problems your audience might need solved and where there might be holes in the market that you can fill. To use this framework, you fill in the blanks to this question:

When I ___, that’s why ___, so I can ___.

For instance: When I’m injured, I can’t drive to a physio, that’s why I want a physio to come to me, so I can receive physiotherapy without relying too much on a caretaker.

The point is not to sell your product or service specifically. It’s to relate to their lifestyles, needs, concerns, and wants and creating content that fill those gaps, solve those problems, and relate to people who might eventually book in with you.

4. Create an Editorial Plan

Before you actually make the content, you should create a plan to make sure that everything stays consistent and relevant to your goals. You’ll be able to allocate resources, distribute tasks, and choose a workflow that is most efficient for you by having a plan first and adjusting it as you learn and grow.

First, you’ll want to prioritise your most important content whether that’s focusing on blog posts, Facebook Live videos, Instagram stories, SEM landing pages or Pinterest infographics. Part of this step goes back to knowing what your audience wants and where they want it.

Then, you’ll need to make sure you’re planning content that is relevant. You can use a Topic Research Tool to come up with ideas and subtopics that are consistent with your clinics ethos.

Once you know what topics you’ll be running with, it’s time to put it on an editorial calendar either digitally, staff room or at reception. Being able to see your editorial plan in a visual sense will help make sure content is fresh, consistent and actionable.

5. Start Planning Your Content

Now that you’ve decided on an editorial plan, you’ll want to start thinking about the content itself, starting with diversification.

Start Planning Your Content

In this day and age, there are so many kinds of content and choosing the best mediums for your clinic is essential. Typical kinds of content include:

  • Text: Recap, news, interviews, research, studies, feedback, articles, blog posts
  • Visual: Infographics, slide presentations, charts
  • Video: Live event footage, vlog, tutorial, online conference, podcast
  • Interactive: Quiz, survey
  • Downloadable PDF: E-book, template, checklist, manual, whitepaper, product comparison, portfolio

With all content creation, it’s important that everything is SEO-friendly and don’t forget that some of these content types will overlap. You can repurpose a YouTube video into a blog post or turn a blog post into an infographic. It’ll all essentially be the same content in a different medium.

Plus, feel free to take advantage of user-generated content. That means, for example, when someone takes a video of their Pilates practice that they learned from one of your physiotherapists, re-use that content on your own platforms. It builds your reputation and gives your physiotherapy practice more legitimacy and trust in your community.

6. Figure Out How You’ll Distribute Content

There are three main ways that content gets distributed: earned media, paid media, and owned media.

Earned media is distributed by others sharing your content like retweets, reviews, or mentions. Paid media includes ads on search engines, social media, and paid publications. Owned content is the property of your brand like your blog, website landing pages, video content, and social media accounts.

You’ll probably want to get a piece of all three of these media types.

Figure Out How You'll Distribute Content

From there, it’s about deciding which channels you’ll distribute these different kinds of media through, by figuring out what’s relevant.

For example, Pinterest is an incredibly visual and shareable social media channel where you’ll want to post photos, infographics, and quotes. Your blog is a fantastic way to boost SEO while providing valuable content for your audience and gaining clout as an expert in the field. And an email newsletter gets people interested in your clinic and is proven to be an effective mode for conversion.

Additionally, don’t feel like you need to distribute to every source, every day. That’s where scheduling tools come into play.

Perhaps you’ll write and schedule all your social media content for the week on Mondays. On Tuesdays, you might write and share a blog post or newsletter. On Wednesdays, maybe you’ll record a podcast or a video.

After all, we plan things in advance so that they take less time and so you can avoid scrounging for content at the last second. Stick to who you are as a brand and stay on a schedule with the type of content you’re creating. It’s the key to an effective content marketing strategy.

7. Analyse Performance

Finally, it’s time to analyse how well your content strategy worked.

In general, the metrics to measure your content marketing success fall into four categories:

  • User behaviour which include unique visitors to your web pages, length of sessions, and bounce rate.
  • Engagement which measures the number of likes, shares, mentions, and comments you receive.
  • SEO results like organic traffic, dwell time, and backlinks via Google Analytics and other platforms.
  • Company revenue including leads, conversion rate, and ROI.

Doing a deep analysis of your online content strategy will expose potential issues like broken links, error pages, and irrelevant content that people don’t seem to get excited about.

To Conclude

From there, don’t be afraid to adjust your strategy to something that might work better. It’ll take a bit of trial and error but don’t let the small failures get to you. For the most part that what marketing is all about; trial and error. Eventually, you’ll find what works best for your clinic and audiences. 

To Conclude

Overall, knowing what to do to create a fantastic content strategy is nothing without execution. Anybody can know what the steps are, actually putting those ideas into action is what matter.

Physio Inq provides clinic owners with all of these tools in hopes that you’ll be able to better focus on the actual execution of your business strategy.

If you want to chat to a business consultant about how you too can have ready-made content strategy tools at your fingertips, tailor made for your business, give us a call on 1300 731 733 today, or email franchising@physioinq.com.au for more info.

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Are you interested in owning a health care business, or do you require help running yours?


Are you interested in owning a health care business, or do you require help running yours?


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