The 5 Steps to Create Compelling Chiropractic Content | Podcast Ep. 152

Hello and welcome to the Evidence Based Chiropractor. I AM your host, Dr. Jeff Langmaid. This week we are going to talk about something that is extremely important for your practice this year. Next and probably the following year, we are going to go through the five steps to create compelling chiropractic content online. We're gonna break it down, we're gonna talk through the five steps and I also put together a whole 2019 calendar of topics that you'll be able to download for free to make sure that you get set up for success coming into 2019. Before we get started, I'll say a few words about Rocktape. Rocktape is proud to be a sponsor of the Evidence Based Chiropractor. And if you have not seen the behind the scenes video from Rockstock 2018 in Miami, head over to YouTube.com the evidencebasedchiropractor and be sure to check it out. There's some interviews with the speakers, there's access to some of their new product line. I also got my hands on a set of Rock pods that I am going to be doing a thorough review on shortly. So if you want to see their educational courses, go to rocktape.com if you want to see that video of behind the Scenes in Miami beach, which was really a ton of fun and just a great experience of learning and getting better as a clinician, then head over to YouTube.com the evidencebasedchiropractor. And in that vein, that's content, right? I shot video down at Rock Stock. I love doing that. I love covering events and showcasing new ideas, new events, different things to chiropractors throughout the world. That's super fun for me and I love putting together that content. And that's why I thought this week was a great opportunity to talk about the five steps to create compelling chiropractic content. So I'm gonna break it down and this is really a framework that I've used in the evidence based Chiropractor to grow it to over 10,000 chiropractors that follow what goes on each and every week. And really it's a step by step, we gonna go pretty high level with it. But I just wanna talk through it because I think it's important to know the framework. Because once you know a framework and you have a step by step, 1, 2, 3, 4, 5, it makes it so much easier to start producing your own content in a way that engages people and ultimately in a way that makes them take notice and in a way that you can be proud of as well, using the best practices that you've learned, using the latest research, all that fun stuff, you have to be able to transmit it to your audience, your tribe, the people in your community. So that is what we will talk about this week. Additionally, I think this is important for everybody that's listening to this that wants to be kind of that healthcare influencer in their community. Many of us as chiropractors, we like to get out there, we wanna talk health, we wanna showcase what our thoughts are on health. Maybe it's a bit different than many people are accustomed to. Perhaps you're in the CrossFit scene and you really just are so vested in athletic performance. Getting your idea across is extre important. It's imperative to growing a successful practice. And becoming an influencer is really about building your audience. And building your audience is about putting out content that resonates with people. It doesn't need to be, you know, so difficult, it doesn't need to be so hard. But you need to have a step by step process to make it efficient. So the five steps, I'm gonna say all five and then we'll break them down one by one. So the five steps to create compelling chiropractic is number one topic, number two title, number three, research, number four, writing it up and number five, making it look good. So I'll talk through all of that and I'd also encourage you, depending upon when you're listening to this, hop over to the Facebook page of the evidence based chiropractor facebook.com evansbased chiropractor and you'll see a post that I put up that I'm happy to send you exactly what we talk about today in a PDF format and give you the topics and titles. So you have topics each month for 2019 and you have titles for each week that tie back to that monthly topic. So that is what I've been working on. I put a post about it on Facebook and got a lot of reaction that a lot of people are interested. So if you want this information in PDF form, it's a quick reference guide. Head over to our Facebook page and you'll see a post where you can type a comment down below and we'll send it right over to you. But we're going to talk about. The five steps again are topic, title, research, write it up and make it look good. So number one is topic. This is where it all starts. Understanding the topic that you want to speak about. Now how do you decide that there's a lot of different ways to go about that. There are tools like BuzzSumo. BuzzSumo is a tool that you can search and see. Is this a term people are searching for? Because naturally, the topics that you choose, you want them to resonate with your potential audience, right? You want to. It's something that they're interested in. It doesn't mean you need to pander to people, but you need to have an understanding of what people are searching for, what they might be searching for in the future, or the answers that they're looking for right now. If you can make your topics designated around those principles now, it makes it a lot easier for what you put out downstream to have legs to take hold and to get that engagement. So we've put together that in a 2019 calendar that you can download for free. But you have to think at the highest level. What is the topic I want to go after? Is this month gonna be about sports performance? Is this month gonna be about low back? Is this month gonna be about discs? Is this month going to be about kids in chiropractic? Is this month gonna be about pregnancy in chiropractic? There's a lot of different high level topics that you can choose. But making sure that you know where you want to go with your content is absolutely imperative as step one. Step number two is understanding your topic. Now it's about titling things. This is where you're drilling it down, right? So while you might have a sports the month, maybe week one is tying in CrossFit, maybe week two is talking about professional sports and chiropractic as some examples, right? So you can see the high level idea was sports and chiropractic. Sports performance and chiropractic. That's your monthly topic. Then you want to break down your weekly titles to where are you going? What are you going to deliver? And that is where you start to drill down to individual people. Your avatar, they call it in the marketing world. Who is that one person that you are trying to get the message across to? Is it the individual in the CrossFit gym going for their personal best? Is it the individual who's a weekend warrior but just loves that reinforcement of seeing that pro sports athletes also use chiropractors just like they do drill that down to your titles for each and every week. That is absolutely crucial. Now number three is once you get through and you establish those titles, now is the time to do your research. Research is key because it's what gives you confidence. Researching the topic and having subject matter expertise, command knowledge is what is Absolutely crucial and essential to making sure that you can speak about the topics confidently. We've all probably can think back to a time where we've spoken about something about like, oh my gosh, I didn't know it as well as I should have. I was sweating bullets. It was uncomfortable. I've been there personally as well. But it's also taught me a very valu valuable lesson that doing your research. So we recommend research as step three because think about your topic. What's going to resonate with people in your community? Break it down to titles. Who are those individual people and what are they looking for? Now dive in, do your research and get command knowledge. That might be looking things up on Google, it might be going to PubMed. There's a lot of different ways to do research, but making sure that you have command knowledge of the material is critical to having it come across naturally and confidently, which goes a long way towards building trust and rapport. Once you get through that, we're looking at step four. And step four is writing it up. This is where I say it's taking the content and putting it into the proper context. Meaning people don't understand 20 page research papers. In science speak, quite frankly, many docs out there, it goes above their head. It's just complicated. It's not written in a narrative fashion. Research is brutally difficult to sort through. So when you take that. But that's the content, right? When you take that and then you put it into the proper context, as in step four, write it up, you put it into an understandable terminology that people in your community can understand what you're talking about. They understand the call to action, they understand the point that you're trying to get across. They're going to engage with it at a level that's far higher if they don't understand the core material, right? So step four is taking the time to write it up in a professional context. You could write it up maybe as a blog, you could write it up as a video script. You might write it up as a Facebook post, a LinkedIn long form post. There's a lot of different ways you can write it up, but you have to be able to write it up after you've done your research and have that command knowledge. And then step five is make it look good. We all know the importance of aesthetics, right? In the last 15 to 20 years, this has taken hold in all consumer goods, whether it's Apple, whether it's the UX and IX of websites that you visit that are clean, easy, simple, to use. Whether it's local restaurants, craft, everything, you name it. Aesthetics play a big role in the success of a company of companies. Aesthetics play a big role in the success of getting your message out. There is something to be said for beautiful design and having good distribution and maximizing your impact. That is something that is nearly unarguable in this day and age. So step five is, is is make it look good. That might be outsourcing it to do to a designer. Maybe you use a program like Stencil where you can do it yourself. Maybe you're so advanced you can use Photoshop however you want to do it. There are a variety of tools, but make it look good to have the maximum impact of shooting video. Make sure that you're well lit and the audio sounds good. So the five steps high level here, right? Your five steps to create compelling chiropractic content. 1. Topic 2. Title 3. Do your research 4. Write it up 5. Make it look good. If you want to download this guide, which goes into great detail on these, head over to our Facebook page at the evidence facebook.com evidencechiropractor and you will see a post where you can download it. And I will also send you a 2019 chiropractic marketing calendar where I've taken step one and step two out of the way for you. I've given you monthly topics and weekly titles so you can get set up for success. Success. It's all about being online. You know, if you want to be a healthcare influencer in your community, you need to be getting your message out online. Website, Facebook, Instagram, LinkedIn, podcast, you name it. There are a variety of channels, but you need to get that message out there. These five steps will help you do it in an efficient way and the calendar that I'm happy to give you will help you get it out there in a way that resonates with the people in your community, makes that bigger impact, grows your audience and builds your influence in your community. Which I think is all it's something all of us should strive for in the remainder of 2018 and certainly get prepared for in 2019. If you have any questions about this material as well, shoot me an email. Jeff the evidencebasedchiropractor.com and I would be happy to answer it again. Visit facebook.com evidencebasedchiropractor Check out the post where you can download all of this information, shoot over any questions and as always, if you're listening to this on itunes, I would love any feedback you have or a review that helps more chiropractors find this each and every week. I hope you have a great week in practice and I will talk to you soon. We appreciate you joining us for this episode of the Evidence Based Chiropractor. Learn more tips for explosive practice development@the evidencebasedchiropractor.com youm can also join the Premier MD monthly membership, enabling you to use what you just heard to maximize results in your office.