Wondering how to jumpstart your healthcare marketing strategy? Boost your status as a thought leader, generate new leads, and skyrocket your site to the top of Google’s search results page with a fantastic healthcare blog. Experiment with different varieties of blog posts to keep your blog fresh and interesting. And remember, no matter which blog post type you select, keep your content engaging and fun. Read on to learn more about five of our favorite formats for healthcare blog posts.
There’s a lot to love about listicles. The easy-to-read posts present information in a list-like format, usually with enumerated subheads followed by lengthier blocks of text. Many consider listicles some of the easiest blog posts to write, because they lack the formal transitions from one idea to the next that traditional articles require. But don’t let the simplicity of a listicle stop you from creating a fantastic piece of content. Here are some suggestions for a great listicle:
Not every type of listicle works perfectly for a healthcare blog. Try writing listicles that really showcase your expertise. Avoid overly anecdotal listicles that anyone could write, such as “10 Things That Happened to Me When I Got Off The Pill”. Instead, show off your medical knowledge: You’ll earn a lot more clicks with “A Doctor’s Opinion: 10 Things to Expect When You Get Off the Pill”. KevinMD, a popular blog, provides a platform for medical authorities. Consider the website’s listicle, 5 Effective Strategies for Pacing When You’re Sick or in Pain, to see how the writer blends her fun, engaging voice with true medical knowledge.
Blogging in a format that mirrors how questions are asked and answered makes a ton of sense. After all, when people use search engines, they’re looking for answers. Answering questions demonstrates your authority and expertise while pushing your site to the top of Google’s results pages – and that’s the whole crux of content marketing!
Content marketing specialists warn that Q&As sometimes become too tangential and don’t offer enough value to readers. Save these Q&A blog posts for truly frequently asked questions. That way, you really offer solutions to problems – not just a bunch of information. Another tip? Make sure your Q&A tells a story, instead of just dumping random information in a blog post. Consider this top-performing Q&A from Be Well, a successful healthcare blog.
How-to guides make great clickbait: they’re relatively easy to write yet ultra-valuable to readers. Give your how-to guides titles that mirror how your target audience uses search engines. For example, entitle your guide “How to Treat a Minor Burn at Home” instead of “Treating Minor Burns at Home When You Can’t Get to a Doctor”.
Like listicles, how-to guides can be put together quickly – but the best ones take a little more time and effort. For best results, create an outline before writing to make sure you carefully plan your post. Not sure what to write about? Do a little research first. While you might know exactly how treat a minor burn at home, more complicated subjects require more thought. A fact always beats out a generalized claim. Consider this specialized how-to guide on transitioning from hospital to home from KevinMD.
(Related: A How-To Guide: The Best Way To Respond to Negative Reviews Online)
Love infographics? Join the club. These colorful, powerful blog posts pack a huge punch without the weight of 1000-plus words. Why? They’re easy to read, attention-grabbing, and usually take under a minute to read. That’s a huge relief for tired eyes that spend all day in front of a computer. What’s more, infographics demonstrate your expertise and modern, on-trend touch. In other words – millennials will love it!
Need more convincing that infographics really work? The proof is in this popular infographic itself, which asserts a 9900% increase in the presence of illustrated information online over the past decade. Not every infographic needs a graphic designer, either. Sometimes an easily-digestible and simple infographic does the trick.
While listicles, Q&As, how-to guides, and infographics represent fun and engaging formats for blog posts, don’t dismiss the good, old-fashioned article just yet. This tried-and-true method of communicating still carries plenty of weight, especially if you wield your medical expertise properly. Consider these ideas for blog articles:
One last piece of advice: Give your lengthier articles clever subheads. This makes the content more digestible, and helps create easier transitions for both writer and reader. The best blog posts never scare their readers away with huge blocks of text. Break up longer posts with photographs and bullet points, too.
To keep your blog fresh and diverse, try rotating the types of blog posts published. Not all subject matter works for all post types, so keep that in mind while planning your blogs. Remember your main goals: to create content that offers value to your readers without boring them, and to position yourself as an expert while generating leads for your medical practice. And try to have a little fun while you write – a little personality goes a long way when marketing your practice.
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