Blogging is a sure way to build customer engagement in your practice, especially if you know how to blog like the pros. Here are five ways to blog like a marketing professional.Claim your FREE Practice Diagnosis
- Find a Topic and Do It Justice
Choosing a subject is one of the first bumps to overcome when planning a healthcare blog post. The best way to overcome this is to think of ideas during the day and jot them down as they occur to you. Patient questions are an excellent source of inspiration for blog posts. Patients will often come up with concerns about trending topics, like Lyme disease or the Zika virus. If you consistently write about topics that are wrapped up in current events, you will be able to reach your current clientele as well as new viewers.
As soon as you pick a topic, you can form a set of notes, organizing your post so that your writing will come easily. As you write, keep your tone light and informative. If your text is warm and engaging, you will project an inviting sense of engagement. Be sure to include photos, charts or a video to break up all that text and give the reader something to heighten interest. Prior to publishing, give your post another onceover, checking links and making sure there are no errors in spelling or grammar.
- Recycle Your Content
Suppose you have produced an article that is filled with statistics. You can “recycle” this by making it into a visually pleasing infographic.
If you have a group of blog posts that are all in the same subject area, consider organizing it as an e-book and offering it as a free download for your patients and potential patients.
If you have a how-to guide, you can easily transform it into a question-answer session or vice versa.
- When All Else Fails, Delegate
Healthcare professionals are notoriously busy. Some cannot find the time or inclination to maintain a blog that requires steady input. Therefore, a freelance writer can solve this. You can find writers on upwork.com or freelancer.com or check Craigslist. LinkedIn also can be a good source for referrals.
Once you find writers, check out their work by requesting samples. If their work is a topic other than medical marketing, it will still reveal much about the writing style. If a freelancer asks many questions, that is usually a good sign. Check potential writers’ references, making sure they are reliable and easy to get along with.
Freelancers typically charge per project, but some charge by the hour or the word. A good writer is normally not cheap. It is not unusual to pay $50 per page for a well-written piece.
- A Copy Editor Can Help
If you enjoy writing and have time to produce your own blog posts, but want someone to inject a bit of creativity or fix any mistakes, then a copy editor is for you. A good copy editor will take time to check sources and facts.
- It Could Be in Your Own Backyard
It could be that the talent is right under your nose. Check with your office staff and find out if there is a writer in your midst. You may hit the jackpot.
Blogging will improve your search rankings, can attract new clients, and is an excellent interactive way of advertising. No matter who generates your blog, be sure to deliver meaningful and timely content. It will play a big role in highlighting your practice.
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