Blogs are great for marketing and for making nice with search engines, especially in the healthcare and biotech industries. But they’re more than that. A blog is an opportunity to hone messaging. You can send it to journalists and customers as a reference. Or, you can use it as a space to really discuss something you or your company feels strongly about. But, there’s a lot of competition out there, and standing out can be a serious challenge. Below are five simple tips to optimize your blog and create content worth reading.
- Choose a topic you can get passionate about – in our case, healthcare marketing and PR.
As the automated content crawlers become more sophisticated, it’s only a matter of time before they can parse a true blog from one trying to game the search engine ranking system. The blog you write should be on a real topic you feel passionate about, and the keywords will flow organically. This will make the writing process more enjoyable, and your enthusiasm will come through in your writing. Consider your interests and expertise within healthcare, and choose a topic that will allow you to share your unique perspective. For us, that means writing on a variety of healthcare, biotech, and life sciences topics, particularly around marketing and PR. Find your niche.
- Be yourself; write in your own voice.
Your blog should reflect your personality and unique healthcare niche perspective. Develop a writing style that is consistent with your personality and tone. This will help to establish your brand, be it your own or your company’s, and help your blog stand out from the crowd. Don’t be afraid to write in a more casual, conversational way, even when discussing high-level topics such as health tech or pharma innovations. A good blog should be informative and consumable, and leave the reader with a sense that they “know” the person who wrote it.
- Snappy headlines are a must.
I used “blog” three times in this headline. It’s a stupid move for a good New York Times long-form feature, but it works perfectly for short content. A catchy headline can make all the difference in attracting readers to your blog post. Choose a headline that is creative, yet informative. Your headline should summarize the blog content and let the reader know what they’re in for. The best place to start is to check out the blogs you read, find the posts that drew you in, and ask yourself what was so appealing about the headline. It’s never OK to copy directly, but don’t be afraid to let the work of others influence you.
- Write clean, concise content.
When writing a blog post, especially a blog that serves to some degree as a marketing tool, it’s important to write clear, consumable content. Use short sentences and paragraphs, and break up your content with subheadings – or bullets and numbered lists when the subject allows. This makes the blog easier to read.
Further, before publishing your blog post, make sure to edit and proofread your content. Check for spelling and grammar errors, and ensure that your content is clear and free from errors. This will help to establish your credibility as a writer and ensure that your readers take you seriously.
- Monitor and adjust.
Constantly monitor the performance of your blog, identify the posts that make the biggest splash, and make adjustments to future content. The goal should be to constantly increase your readership. Use analytics tools to track your traffic and engagement, and make changes to improve the quality of your posts.
- Last but not least: Write.
Continue to put out content regularly to sharpen your writing skills, amplify your voice, and drive readership. And if you need help with content creation, call in KNB.
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