Marketing your medical practice takes work. In fact, it’s helpful to think of your marketing as a living, breathing entity. In order for this marketing machine to work, it needs to be constantly fed with high-quality content.
But after your content on your website is created, how else can you continue to craft content that gets people’s attention?
The Answer: Blogging
Blogging is the crux of any good content marketing strategy. This is because it involves creating content on a regular basis that answers questions your audience might be asking. By creating content that answers these questions you’re providing people with information that they will digest, act upon, and even share on their social networks. This process ultimately leads to an increase in website traffic and visibility of your website.
Why do I need new content on my website?
There are several reasons why online marketing for doctors should include content as a part of their strategy.
- Keep Visitors Coming Back
When you tell your audience that you’ll be blogging regularly and that they can expect fresh content from you on a consistent timetable, they’ll be sure to check your social media, email, and website for your post.
- Stay on Top of SEO
Search engine optimization is the process of creating content that is indexed by search engines and delivered as a result in search engine results pages (SERPs). You can learn more about SEO for doctors in this blog post. But the key to any good SEO strategy involves the creation content.
- News and Updates
Give people an inside look at what’s happening at your practice and things they should be on the lookout for.
But how often should you blog?
How you blog on a physician website will depend on your goals. The more often is better than never. But even more important than that, you need to make sure you’re creating quality content. Read all about the importance of consistent blogging in this article.
Here are some ideas for how often to blog:
- Once a Month: this is ideal for those looking to drive traffic to their healthcare website, but don’t need large masses of traffic. Doctors that serve a small area or have less competition can start out with this schedule and do well.
- Weekly: perfect for doctors who want to make sure their website is updated weekly, this posting schedule makes it easy for you to create high-quality content about four times per month.
- 2-5 times per week: A blogging schedule this heavy can be hard to maintain, however, it can involve sharing fun videos, posting something informative, and ultimately mixing up your content calendar. While this can be effective, you must have a clear editorial calendar and schedule set up.
- Daily: Committing to daily blogging is a HUGE commitment. You’re looking at about 25 blog posts a month. But, you can use them to post smaller, more concise blog posts that appeal to your audience.
The key to blogging well is to make sure any content you create is something your audience would want to read or share.
Before you start blogging:
- Think About What Your Competition is Doing: examine and analyze what they’re doing, then vow to do it better. Consider who their audience is, what they’re writing about, and how you can beat them at their own game.
- Consider Budget: the more you spend the more results you’ll see, however, it’s important to start with what you can. Don’t go into debt to market your practice. Start at
- Develop a Strategy: after you look at what you competition is doing, begin working on your strategy. Think about your audience, your goals, what you want people to get form your blogs, and how often you’ll post, then devise a plan of attack.
- KPIs: key performance indicators are metrics that will help you determine whether you’ve been successful or not. These might include leads generated from a specific blog post’s CTA, overall traffic, traffic flow, and more.
Topics to Consider
- News: Share what’s happening at your practice, new technology you might have adopted, and anything else you think people would like to know
- Specials: Post about specials people might want to take advantage of. These might be half-off sports physicals during back to school season or a free vaccine clinic
- Staff Fun: People want to see your practice as more than just a medical office. Show them that you know how to have fun. Share birthday celebrations or holiday party photos. Let them know that there’s more to your office than just medical exams!