Healthcare Blogs: How to Develop Content

Healthcare Blogs: How to Develop Content

Healthcare blogs have been a hot commodity ever since Google’s algorithm was revealed to favor websites with fresh, informative content. Blogs are an excellent way to consistently put new content on your page, and they can increase website traffic if they’re shared with other healthcare professionals or hit on a topic that appeals to a wide variety of readers. Of course, that’s always the kicker — how do you come up with content that matters? And, not only that, but how do you come up with quality content on a consistent enough basis to please Google?

Fortunately, we’ve got some ideas to get you started. Of course, your healthcare blog should represent the interests of your industry and patients, but it should also come from a place that personally matters to you. That’s the difference between a blog that is read and a blog that is glanced over — passion. So, when you’re out of ideas, think about the following things:

What matters to me, and how can I relate that to my patients?

If you were a patient interested in topics within your industry, what would you want to know? How can you boil that question down to a larger topic? For example, if your facility offers nutritional counseling, and we’re approaching the holidays, a natural concern you may have is uprooting your diet by binging on delicious Thanksgiving turkey and buckets of cranberry sauce. So, an article titled “3 Healthy Ways to Stay on Track During the Holidays” might be a prime topic for your healthcare blog.

This is also where SEO research comes in handy — keeping track of certain keywords via free resources like Google Trends, or paid services like SEMRush, can help you figure out how people are searching for these topics online. Implementing keywords into your healthcare blog is a great way to capture the attention of search engine algorithms, and it can boil down to how you phrase certain keywords; for instance, there might not be any searches for “stay on track during the holidays,” but people might be searching for “holiday diet tips.”

What are my patients asking?

If you’ve noticed certain questions coming up over and over again from different patients, that should be your writing cue. Frequently asked questions are great topics to put into a healthcare blog post because you can cross-post the URL to your office’s various social media profiles; if patients have been asking about gluten-free holiday dining alternatives, turn that topic into a post and tweet the URL with a clean description. Use a popular hashtag, like #glutenfree, to help other people find your article.

You can also use that question to inspire other topics for discussion. For instance, if you want to write about gluten-free holiday dining alternatives, this is also a great opportunity to write about common holiday foods that hide gluten, and things to do if you’ve accidentally ingested foods made with gluten. Alternately, if one topic fills up a standard blog post (anywhere from 300 – 800 words), use your other questions to create a series of similar articles on your healthcare blog. Now, you’ve thought of ideas for not just this week, but next week, too.

What do I want patients to know?

As a healthcare professional, you are likely aware of plenty of information that you’re telling patients time and time again because they simply do not know. Turn this topic into a healthcare blog post and promote it online; for instance, if you are a veterinarian and know that some pet owners are not aware that certain foods can harm their four-legged loved ones, write an article about the top holiday foods to avoid feeding to pets. Promote the information on Facebook and Twitter, and use hashtags when appropriate.

Interested in learning more about healthcare blog content? Contact the Healthcare Marketing Group today!

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