I hope you're doing well! Today I wanted to talk to you about why content is king and how it can help drive website traffic and get clients in the door.
As we have discussed, SEO is key to remaining relevant on the Internet. Google constantly scans every page of the Internet, searching for keywords and quality content. This helps it decide if your website is deserving of a high ranking on its search engine.
As a natural health practitioner, evidence-based health content can help you find potential clients that align with your values and beliefs. It shows them you are trustworthy and knowledgeable and have the skills to help them achieve their health goals.
Here's what marketing managers/CEO's around the world said when they were asked why their business had grown over the previous years: it's all about content!
Here are our favourite non-social media content types you need to be creating:
Blog posts
Blog posts are a simple way to provide your website visitors with value and show them what you know and how you can help them. For example, a nutritionist qualified in gut health could write a blog post titled, '5 simple diet changes that can improve bloating'.
Start with a catchy headline. Aim to write between 500-800 words, starting with an introduction explaining the topic, then moving into further detail using a logical paragraph structure. Aim to use evidence-based research to back up your claims. Finish with a conclusion, including a call-to-action, such as booking in with you to learn more.
Ebooks
Ebooks are long-form content designed to share in-depth information about a topic and can help build your credibility as a practitioner. The beauty of an eBook is that the client has immediate access to your knowledge with the click of a button. There is also the potential to monetise eBooks, however starting with free content is a great way to reel clients in. For example, a Physiotherapist with an interest in pregnancy could release an eBook about safe exercise in pregnancy.
There are many file formats you could choose, but the most common are PDF, EPUB and MOBI. Start with an introduction, an outline of what you'll cover and then chapters/subheadings to break down your evidence-based information. Incorporate colours and visuals that align with your branding. Don't forget to put in calls-to-action throughout!
Check out these free eBook templates from Hubspot here.
Video
Video content is an engaging way to sell yourself and your service. It has the potential to showcase the culture of your business, behind-the-scenes, service overviews, product advertisements, case studies and client testimonials. For example, an acupuncturist could create a testimonial video of past clients they've had success with. This will drive more people to book in to achieve the same results!
Webinars
Webinars are like an online class, used to share knowledge and build credibility. They are often live, where the host selects a time and day, promotes the webinar to their audience and hosts it with talking points and may even answer live questions. A great way to host a webinar for free is through Facebook Live or YouTube Live.
Another option is using Youtube to post a pre-recorded webinar. Check out an example of a Natural Therapy Pages webinar here.
Key Takeaways
Content is important to not only drive website traffic but to build your credibility and trustworthiness as a practitioner. It's a free way to share your knowledge and help potential clients discover you and ultimately book into your practice.
Originally published on Sep 07, 2021
