It seems like everyone today is starting a healthcare blog. Sounds easy and is easy on the surface, but blogging is a lot of work and needs a well thought out plan before getting started.
Blogs can be a great addition to your website. They are an excellent means of delivering health information quickly to a broad audience in a more colloquial and comprehensible way. Once your blog is up and running, it is easy to add new content and cross-market your blog with social media such as Facebook and Twitter posts. Your blog can be well integrated into your website and with some forethought refer the reader back to your website for even greater information on the subjects you are writing about in your blog. This will keep your website content fresh and make a positive impact on your search engine results.
It’s important to determine what you want to accomplish and what type of content you want to create to build engagement with your community. Before launching your eye care blog, review these five important considerations:
- Determine how much time you will need to invest to produce a quality blog. In addition to writing, you’ll want a separate pair of eyes to edit. Many optometrists choose to outsource the writing and play the role of editor. Schedule your editing and writing time on your calendar.
- Make sure you have enough ideas for content. Remember our last blog about audiences? Make a two column list. In column one, write down the topics you wish to blog about. In column two, list the audience that you wish to write to. You may be surprised at the effectiveness of your writing when a specific audience is the focus. A good rule of thumb is to have twelve weeks of content before launching week one.
- What is the “voice” of the blog? One of the great features of a good blog is accessibility and personality. This is an opportunity to take complex healthcare ideas and write about them like you were discussing them over dinner. Create a voice or a tone for your blog. Will it have a little humor? Will you be a story teller? Are you a “fun facts” type of writer? Will case studies be your mainstay?
- Post with consistency. Try to keep your blogging on a consistent schedule. Posting once a week or once every other week will allow you to write more thoughtfully constructed posts, content that is worthwhile to share. This will also allow for more commenting on your topic over a period of time. Being consistent will keep your audience coming back and will help you meet your audience’s expectations. With consistency you will be rewarded with reader loyalty.
- Remember that even your blog needs to be marketed. Even though blogging is a marketing device, if no one is reading it, it will not be very effective. Make sure your blog URL is emailed out to your patients, appears on your business cards and brochures and perhaps even announce its launch in a press release in your local newspapers.
Blogging takes time and patience. Try not to evaluate the effectiveness of your blog for at least six months.
Need feedback from knowledgeable writers in the eye health field? We're here to help you get started and make the most of your blogging. If you've got questions contact Daniel at email@example.com or 412-532-6542.