June 10, 2022 | Tannus Quatre, PT, MBA

3 min read

5 Content Marketing Strategies for your Physical Therapy Website

Content marketing covers a variety of different strategies and media including social media, email campaigns, videos, infographics, whitepapers and ebooks, to name just a few.

And, since all of these content delivery options have very specific audiences and goals, private practice physical therapists, occupational therapists and speech-language pathologists 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 rehab 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 social media posts 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. 

Below are five ways to beef up your rehab therapy 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 rehab therapy website. Creating individual pages for each service allows you to expand the content on your website while providing greater SEO opportunities. By using more keywords within relevant and readable content, you increase the likelihood of getting the attention of popular search engines.

2. Use the Right Media

“Content” doesn’t just mean “text.” Using the best images and design elements/best practices possible can greatly improve the messaging and readability of your pages while helping you grab the attention of the consumer. In addition, the use of videos lets you tell a more in-depth and engaging story to the consumer.

3. Show Success Stories

A website gives you an opportunity to build credibility and trust with potential rehab therapy consumers, well before they even enter your office. You can do this by sharing success stories and testimonials on your website, either as blog posts, videos or simply highlighted quotes and reviews. Sharing these stories can make your website feel more positive, approachable and engaging.

4. Blogging

Blogging is a key component of any content marketing strategy, and it is one of the top ways to expand your website. Not only can a healthy mix of blog posts covering a variety of patient-relevant topics help significantly with your website’s online ranking, but sharable content also provides the foundation for marketing efforts using other channels. These channels include email, social media, digital ads, third-party websites, and so on.

5. Newsletter Subscription Forms

Having a subscription form for your regular clinic email newsletter isn’t necessarily a way to boost your website’s content. What it does, however, is allow you to integrate your website with another content marketing strategy, which in this case is email. Furthermore, this sends consumers on a conversion path which may allow you to gather some basic lead information, which can be valuable in obtaining new patients.

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