Rules to generate high-quality content—part 2

There are new rules for providing high-quality content  for your clients.

And in this world where content is king, it’s important to know these rules for your practice’s communications — whether it be by email, website or social media.

Chiropractic Economics continues its conversation with Keith Vislay, SEO and content marketing specialist, Red Egg Marketing; Sherry McAllister, DC, MS, CCSP, president of the Foundation for Chiropractic Progress (F4CP); and Alexis Lignos, marketing director, F4CP.

The experts address important issues regarding high-quality content, including the most effective and engaging content, specific rules to engage high-quality content and some common mistakes DCs should avoid.

What forms of high-quality content are most effective and engaging?

According to Vislay, “The most effective and engaging content types are those that are easy to digest and highly targeted. A piece I have found to work particularly well is a benefit list with a clear introductory overview and highly-scannable text. The more clearly the information is organized, the more likely your audience is to benefit from the content.

“All pieces should also contain infographics or visual elements to break up large walls of text. Not only are infographics highly sharable, but they are the perfect supplement to a well-constructed article.”

To construct an article well, think about its parts, especially those parts that attract the user to stop and read the article (or not). Use strong titles and subheads. Headlines that convey a specific message or idea work best with search users, e.g., ‘Chiropractic: A Low-Impact Approach to High-Impact Pain.’ Short, snappy headlines that have numbers in them usually get shared more on Facebook and Twitter, for example, ‘Five Fun Facts About the Spine.’

McAllister continues, “For social media channels, the 80-20 rule works best: 80% of your posts should be high-value and educational and only 20% self-promotional. Think back to the last cocktail party you attended: Weren’t you more interested in the guest who was sharing useful information with you vs. the guest who was trying to sell you something?”

If you had to list specific rules about high-quality content, what would they be and why?

“High-quality content is a combination of substance, presentation and relevance,” stated Lignos. The following are some guidelines F4CP utilizes:

“Understand your audience: Take the time to understand your target audience’s needs, preferences and interests. Tailor your content to meet their expectations and provide value. If your clinic is located in a major city that has a large population of office workers, you would message differently than you would for a rural community with mostly farmers.

Research and accuracy: Thoroughly research your topic and ensure the information you provide is accurate and up-to-date. Cite credible sources and verify facts to maintain credibility.

Clear and concise communication: Use clear and concise language to convey your message effectively. Avoid jargon or overly complex terminology that might confuse your audience. Organize your content in a logical manner, using headings, subheadings and bullet points to improve readability.

Proper grammar and language: Pay attention to grammar, punctuation and spelling. Poorly written content can detract from its quality. Proofread your work before publishing and consider using grammar-checking tools.

Visual appeal: Content doesn’t have to be limited to text-based articles. Incorporating diverse formats, such as videos, infographics, podcasts or interactive elements, can make the content more engaging and accessible.

Consistency and regularity: Establish a consistent content creation schedule to maintain a steady flow of high-quality content. Regularly publish fresh content to keep your audience engaged and interested. There are tools that automate scheduling content in advance so you only have to upload once a week vs. daily.

Incorporate feedback: Actively seek feedback from your audience and take it into account when creating future content. Address their concerns, questions, or suggestions to improve the quality of your work. For example, F4CP recently received a request from several members for a fact sheet to help address patient questions about strokes resulting from neck manipulation. We created a two-page, easy-to-print fact sheet on strokes that DCs can share with their patients either in clinics or through their websites.”

What are the common mistakes DCs make when trying to create high-quality content?

According to McAllister, the following are the most common mistakes for DCs to avoid:

“Failure to use outstanding research: Work to support your content with evidence-based knowledge. Amazing research is being done and we should strive to share this with our community. Focus on the great outcomes from this data. Our communities are relying on us for trustworthy, reliable information.

Overpromising or exaggerating. Be transparent and factual. Avoid making false claims or promoting unnecessary treatments. Engaging in fear-based marketing tactics or trying to upsell unnecessary products or services can erode trust and credibility in our profession.

Neglecting patient education: When creating content, as with everything, put the needs of patients first. Explain concepts, techniques or treatment options in a clear and informative manner. Patients value information that helps them make educated choices regarding their health.

Insufficient engagement with the audience: Be sure to view communication as a two-way street. Address any comments, inquiries or concerns that your audience may have in a timely manner. Engaging with our audience promotes a sense of community and helps to establish trust.”

Is there anything else chiropractors should know?

“Consistency is key, according to Vislay. To reap the full benefits of search engine visibility, new content needs to be regularly released and old content needs to be refreshed for accuracy. Consistently updating and adding content is a major signal to Google that your website is actively managed. As long as basic SEO and quality-content principles are followed, creators should see benefits in the form of traffic and conversions.”