TL;DR: Your healthcare marketing blog may be the most undervalued tool you have in your digital marketing arsenal.
Just think about it: having a medical blog can improve your organic search rankings, build credibility in your industry, and increase your authority with search engines. Effective content creation improves your visibility and makes it easier for your business to be found online, ultimately building relationships with prospective and current patients.
However, blogging goes beyond jotting down a few thoughts or having ChatGPT rattle off a few posts and call it a day. Creating effective, popular content requires a layer of expertise, especially in an industry that falls under Google’s Your Money Your Life (YMYL) classification which incurs even more restrictions and rules. If you want to run and maintain a successful health or medical blog, it is essential to dedicate enough resources to ensure your content meets Google’s helpful content standards, as well as those set by organizations like HIPAA that are specific to healthcare.
To make the most of your healthcare marketing strategy, let’s review how to write a healthcare blog.
4 Tips for Writing a Blog Post
1. Find the right topics.
There is a surplus of medical content on the internet, which means trying to target keywords and topics about high-level conditions and symptoms is not worth your time. WebMD, Mayo Clinic, the CDC, and other similar industry giants capitalize on their posts about those popular topics. Instead, develop content that will resonate with your consumers. Use tools like Ahrefs, a favorite among our team, to help uncover the niche keywords that will help you rank faster and in a better position than trying to rank for terms owned by more authoritative websites.
Patient experience stories can help portray a complex medical subject in a relatable context. For example, a medical device manufacturer can write a synopsis about a successful application of their technology in a patient’s life or a LASIK practice can discuss the quality of life improvements of a happy patient.
Actionable, advice-based blogs are another way to engage with your audience. Rather than simply discuss the symptoms behind a herniated disc, a spine surgeon can compile a list of suggestions for pain relief. Overall, it is important to cater to your customers by mapping out content around your healthcare buyer’s journey.
2. Get the right people to review your posts.
Most physicians simply don’t have the time to write blog posts regularly. Even if they do, they don’t have the same skill sets that marketers possess. While AI tools like ChatGPT can be a useful part of your content creation process, it takes a level of expertise to organize and optimize blog posts so they’re found by search engines because readers find them helpful. Additionally, blog posts written by ChatGPT may not always be entirely accurate, which is important for healthcare professionals.
As intrepid marketers, it’s your responsibility to find ways to highlight the expertise of your clinical team. From ghostwriting and interviews with subject matter experts to video and audio blogs, there are numerous formats to explore. Figure out which makes the most sense for your efforts—and be sure to test which method works best. Google’s EEAT guidelines emphasize showing expertise, so it is vital to include professional opinions to prove your experience.
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3. Identify the best posting schedule.
It’s also important to standardize your blogging efforts by following an editorial calendar. Maintaining an editorial calendar allows your marketing team to organize your efforts by campaigns and topics. Keeping your titles and topics consolidated in a centralized location enables you to keep a birds-eye view of your efforts and eliminates the chances of repeat or duplicate content.
There are tons of tools out there, but even starting with a simple Google Sheet can help keep your content efforts orderly and organized. Organize your blogs by title, topic, industry, and campaign to ensure all bases are covered and there are no duplicate efforts.
4. Focus on your readers.
Writing a healthcare blog requires you to reach the right people. According to Search Engine Journal, content should focus on a specific audience. While there are many ways to focus on your readers, here are just a few things that SEJ suggests you consider:
- Keywords: While SEO copywriting has evolved, keyword research is still essential to blogging. Instead of using outdated keyword-stuffing techniques, however, it’s important that your efforts cater to your readers. This means relating keywords to user intent to ensure you reach the right audience.
- Readability: When content is understandable, it keeps audiences engaged. And when this happens, it is rewarded by the search engines. Skim reading is the new norm—so make sure your content is easy to digest.
- Depth: While word count is a constantly debated topic in the marketing world, in-depth, longer-form content is still seen as essential to create the type of helpful content audiences (and Google!) are looking for. By expanding your focus, you can explore multifaceted angles and provide even more relevant information to readers.
- Page speed: The speed of your website—including your blog pages—greatly impacts its ranking and user experience. If you haven’t considered your site speed, it may be time to contact an SEO agency for a site audit.
- Expertise: As we’ve mentioned before, expertise is synonymous with industry knowledge. As healthcare marketers, your blogging efforts should display a level of expertise—or at least link out to cite sources that do.
Still wondering how to write a healthcare blog?
Contact Workshop Digital today to learn more about incorporating blogging into your healthcare marketing efforts. From researching keywords using the latest in AI technology to uncovering insights about your audience, we can help align your blogging and SEO strategies to get relevant traffic to your site.
This blog post was originally published on June 26, 2019, and was updated and republished on February 19, 2024.