Healthcare Blog Dilemma Part 1: Beating Blogger’s Block

Are you dealing with blogger’s block? You know – the blogger’s form of writer’s block? It’s the kind of dilemma where your brain feels like mush and you’ve run out of engaging ideas. Whatever you do, don’t cop out.healthcare blog dilemmas

Having relevant, fresh content on your blog is crucial to its success. Among 37 percent of marketers, blog posts are the most valuable type of content for marketing. If you run out of ideas and stop updating your blog (or skip having one altogether), you’re missing out on increased visibility and wider reach, which are two important aspects of your online success.

Coming up with creative healthcare topics is often the hardest part of blogging. Take these quick tips into account and you’ll be cranking out must-reads in no time.

#1: Use Google Alerts
Does your medical company offer specific health services, like back pain treatments? If so, set up a Google Alert for phrases related to your service. When news about that topic develops, you’ll be alerted through email. Develop blog posts about the news to keep your readers informed. If you see a pattern among your incoming alerts, set up a plan for a blog series featuring multiple posts.

#2: Check monthly health observances.
May is National Stroke Awareness Month. If your target audience includes the age group most susceptible to stroke (ages 65 and up), create a blog theme for the month with posts educating readers on stroke risk factors, warning signs, prevention, and more. The same idea applies to any health observances that align with your service or target demographic.

#3: Get inspired by your resources.
There are multiple health resources written by reliable sources that can help spark a new topic idea. Websites like Health.com and Yahoo! Health have quality article sections with tons of topics – from healthy aging and diet and exercise, to diseases and health conditions, recipes, and much more. News websites like ABC News and CNN also have regularly-updated health sections just waiting to be curated on your blog.

#4: Use keyword research.
What is your audience searching for? Find the keywords and long tail phrases your website visitors care about. For example, if your company offers Medicare Part D plans and you discover people are searching for the phrase “how does Medicare Part D work”, create a blog post that explains the answer. You could even include a helpful graphic.

#5: Be selfish (sometimes).
Is your healthcare organization hosting an upcoming event? Tell your readers about it. Keep them in the loop about what’s going on behind the scenes of your company. Many readers feel more comfortable with an organization when they know more about it, but don’t go overboard. Your blog should be an informational venue for your readers, not solely a promotional venue for your company.

Blogging takes effort. Before you pull your hair out in frustration, remember one thing: research shows that blogs on company websites result in 55 percent more visitors compared to websites without blogs. Blogging is worth it. Keep at it with new healthcare topics that your readers find so valuable, they keep coming back for more.

Are you responsible for the upkeep of a healthcare blog?  Check back soon for part two and three of this healthcare blogging series.

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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