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What To Blog: PTs Guide To Creating Great Content Without Giving Away Your Treatment Secrets
Written by Christine Walker, PT, DPT, PYT, PES
You have hundreds…maybe even thousands of blog posts hidden inside you…you just don't know it yet. 
 
I find that many people go through all the technical details of setting up their blog, only to find themselves faced with "blank page syndrome"…staring helplessly at a white page a of paper with increasing panic…"what do I write about?...how am I ever going to think of topics each week? Do I really have to do this each week? Is this even WORTH it?"
 
Wow…that's a lot of pressure to put on yourself, and if you're a young entrepreneur then I know you don't need any more added pressure than you're already going through…
 
So I wanted to talk about the blogging process a little more today..
 
First let me have a little bit of confession time. I have tried, and failed, to consistently blog at least 3 times…3 times NOT related to my current businesses.
 
When I was on bedrest with my first child I started blogging about the experience out of sheer boredom….of course after my daughter came along I found it really hard to keep up with the consistency, there were so many distractions from being up all night feeding a baby, washing laundry, trying to remember to eat…that blogging was the last thing on my mind…it was all about surviving.
 
When you're first starting a business you might feel many of those same feelings…long hours of hard work, less sleep, and generally just trying to survive…many times the last thing on your mind is sitting down to take some time to write out blog post.
 
But I'm going to talk to you today about WHY that needs to change…and HOW you can change it. 
 
When it comes to websites and online marketing, we know that the sites with the best information win (that's how search engines stay in business). It's their job to find the most informative information and to get it to the right people. If Google doesn't show awesome results at the top of their search engine, then guess what, we would all jump ship to another search engine that was doing it better…it's that simple.
 
That means, as PT business owners with websites (who WANT to show up at the top of the search engine results) we have to provide consistent high quality answers to problems. Our website needs to have content which is informative and gives people solutions to their problems. 
 
You can give away freebies, but one of the best was to build your websites content base is by blogging. Now, I know what you're probably thinking…you're probably thinking you want to blog but don't know what to blog about…or you're thinking you want to blog but you are worried about giving away too much information so that patients won't actually come see you and pay for your services. And those are both valid concerns…both of which I'm going to talk about…
 
Here's the deal: every PTs has hundreds, maybe thousands, of blog posts hidden inside them…you just haven't figured how to get them out yet.
 
Ask yourself this: every time you see a patient…how many questions do they ask you? For me, I'm guessing the average patient asks somewhere in the 10-20 questions a visit range….everything from "should I be using ice on this injury" to "why does my ankle feel like this when I do (INSERT ACTIVITY)" and guess what? Every single one of those questions is a BLOG POST. 
 
You've already written the answer, in fact, you likely have spoken the answer to patients on multiple occasions, maybe even multiple times in one day. If your patients are asking these questions, then they're definitely NOT the only ones out there wondering it. And that's what you need to write on your blog. You need to write down the answers to all the random questions patients ask you.
 
Now, this will take some discipline, but what I find works best for me is to spend 30 seconds at the end of the session to jot down the big questions each patient asks. That way, later, when I'm going to work on my blog, I have plenty of material and don't get stuck staring at a blank page for minutes, or maybe hours.
 
The best part about this strategy is that, you won't give away any trade secrets by answering these WHY questions. So in your blog posts answer all the WHY questions. Leave the HOW questions for your paid treatment sessions. By answering all the WHY questions you're going to be able to show people how much of an expert you are at your niche, which is going to make them want to come and pay you for the HOW.
 
In my world a lot of gymnasts have ankle pain but they ignore it or think it's normal because of their crazy 20 hour a week training schedule. The truth is a lot of gymnastics ankle pain is preventable. Gymnasts ankles joints get tight over time due to the demands of the sport, all the toe pointing, and all the high impact tumbling. So, I spent a blog post educating gymnasts on why this happens and why ankle pain doesn't have to be an every day reality. Once gymnasts realized I know how to fix the problem, they contact me asking for help. It's that simple.
 
In order to blog, the only real thing you have to do is listen…listen to your patients…answer their questions…and write them down. It's that simple.
 
And with that, you'll have an endless stream of blogging material to keep you busy.

ABOUT CHRISTINE WALKER

Christine Walker is a physical therapist, cash PT practice owner, wife & mom of 2 in Charlotte, NC. She helps other PTs find financial and professional freedom by tackling the technology needed to build their business websites to bring in MORE new patient leads from the internet. She loves the Tar Heels, hot tea, and chasing her kids around the house as they dribble soccer balls.  Connect with her on Facebook by clicking HERE.

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