Healthcare Blog Dilemma Part 3: Poor Results

So, your blog is now filled with posts that have creative topics and engaging formats. But what if it’s still not working?

Results matter. Marketing serves no purpose if you don’t care about its results, but you don’t have to settle for high bounce rates or low engagement. Keep striving to improve your healthcare blog by figuring out what needs fixed. It’s great to have a blog stocked with high-quality content, but it also needs to produce the results you want.

10 Ways to Get More Out of Your Healthcare Blog


1. Rework titles.

Are the titles of your posts not catching eyes (and clicks)? Edit them to be more out-of-the-box and put important keywords at the beginning.

2. Include social share options.
Make it easy for readers to fully enjoy your content by giving them quick access to sharing via social media.

3. Optimize CTAs.
Again, make things easy for your readers. If you want them to do something like comment, share or read more – tell them to do so. Make sure every blog post has some type of call-to-action at the end.

4. Learn what your readers like (and do more of it.)
Perform a topic analysis to see which posts and topics have performed the best. Create more posts like those by changing their angles slightly or turn them into videos and infographics.

5. Incorporate video.
Start a video series that you publish on your blog. One example is to turn the questions from your FAQ section into a weekly, bi-weekly or monthly video series.

6. Optimize pages that blog visitors jump to.
Are people reading your blog, following your CTA to “learn more”, then bouncing? Make sure the pages your CTAs link to are just as optimized, well-organized and engaging as the original blog post they read.

7. Use your blog content for email sends.
Have an eNewsletter? Make sure you’re teasing and linking to blog posts from that newsletter.

8. Add links to blog content from other parts of your website.
If some of your web pages have topics similar to your blog posts, make sure you’re linking between both, not just from your blog.

9. Make sure readers can find your blog.
Is a link to your blog visible in your website’s navigation? This seems like a no-brainer, but it can be easily forgotten.

10. Use content discovery platforms like Outbrain.
If you want to send more visitors to your blog quickly, consider resources like Outbrain. This platform recommends high-quality, third-party content (like your blog posts) on other major websites such as CNN, E! News, ABC and Fox News.

How do you make the most of your healthcare blog? Share your ideas with us in the comments.

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About Haley Hite

Haley Hite is Sr. Manager of Content Marketing at Fathom, where she leads the content marketing initiatives, training and best practices for the company. While at Fathom, she has worked with clients in a variety of industries to create, implement and measure documented content strategies based on sound research and data. Outside of work, Haley loves traveling to tropical locations, reading, cheering on her alma mater Bowling Green State University, going to Cedar Point, and hanging out with her husband. Follow Haley on Twitter: @HaleyHite11.

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