Since their early days in the 1990s, blogs have become a go-to way to share ideas, tell stories and connect with online audiences. You can find a blog that covers everything from fantasy books to couponing. When you own a business, such as a healthcare facility or brand, you can use blog content as a way to explore topics that matter to your audience and demonstrate how your team supports patient well-being.
A blog content strategy in healthcare involves using keyword research and trends to figure out the issues, questions and interests of your target audience, such as prospective patients or caregivers. There are several different approaches you can take, including education about a specific injury or condition, exercise walk-throughs or patient journey information.
Read on to learn a few blog content ideas worth considering as well as search engine optimization strategies that can help your content rank as high as possible on results pages.
5 blog content ideas to incorporate into your strategy
A successful content strategy for a healthcare brand involves creating engaging blogs that provide value to a patient and drive conversions, such as booking an appointment online. Here are a few ideas that can help boost your organic traffic and patient acquisition:
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Patient success stories
A person’s health and wellness journey is extremely personal, and they don’t want to trust their care with just anyone. Getting a vote of confidence before booking an appointment can go a long way. That’s why patient success stories are worth sharing in your content.
You can create a blog compiling stories, add video testimonials or insert quotes from current or past patients in relevant posts. Sharing patient success stories in your content has several benefits, including:
- Boosting your credibility and reputation
- Showcasing your patient-provider relationships
- Inspiring hope for improvement for future patients
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How-to guides for common health issues
It’s common to get the sniffles every once in a while, or temporary back pain after exercising. While these don’t often require an in-person appointment, you can still provide education and decision-making support to patients for these common issues through blogs. Informative guides can also help your brand stick out in a patient’s mind so they can think of you when the time comes for them to need your care in the future.
Here are examples of how-to guides that may spark some inspiration:
- “Treating neck pain at home”
- “How to stretch a strained muscle”
- “Supporting your body during flu recovery”
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The latest research and trends
Healthcare is an industry that’s always evolving, and the average patient doesn’t stay up-to-date on new breakthroughs or trends. But you can use your blog as an educational resource to share information that’s relevant to your treatments, such as new technological advances or research-backed approaches that you will be using.
Sharing the latest research and trends in your blog content can help position you as a knowledgeable and engaged provider in your specialization. You’re also able to show how you prioritize the quality of your care by continuing to improve and incorporate effective changes into treatments.
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Interviews with healthcare experts
Healthcare providers are continually learning, and much of that knowledge comes from engaging with fellow experts in the field. By including interviews in your blog content strategy, you’re showing your eagerness to learn as well as boost your own credibility through healthcare connections.
An interview with a healthcare expert can be approached from many angles, including:
- Their opinions on new research and technology
- Misconceptions about their specialization
- Their insight on common concerns
5. FAQs about healthcare practices
It’s not uncommon for people to avoid seeking the care that they need due to misconceptions or fears about learning something negative about a condition. In fact, more than half of Americans who have a provider are too scared to bring up their concerns. But by showing transparency about your practice through blog posts, you can alleviate those nerves and strengthen your patient-provider relationships.
You can answer common FAQs about your healthcare practice in a blog, including:
- How you approach treatment (Being proactive, etc.)
- What to expect in the first appointment
- How you verify insurance coverage
Search engine optimization strategies
SEO refers to the process of trying to get your site’s content to rank high on search engine results pages for relevant keywords. It helps to boost organic traffic, engagement and conversions as well as your credibility and brand awareness.
Here are a few SEO ideas to incorporate into your blog content strategy to appeal to both patients and the search engine algorithm:
- Promote your content on social media for increased engagement.
- Use a clear structure of headings and subheadings that are easy for the algorithm to analyze and for users to scan quickly (if needed).
- Revamp old posts for relevancy, such as a different angle for the keyword and updated links, and be sure to review the content for current healthcare compliance standards.
Want to attract new patients to your website with your blog content strategy? BURG+CO. can help
A blog content strategy should be integrated into your digital marketing efforts as a way to connect with your patients and show how you can help them with relevant concerns or interests. That’s why we provide content marketing services at BURG+CO. as part of your SEO strategy. Our expert writers create high-quality, patient-centric content that drives organic traffic.
Our team has years of experience in helping healthcare brands improve their digital presence to attract new patients and retain existing ones. If you’re looking to perform better in search engine results and attract more potential patients to your site, we’re ready to talk to you to see how we can help.
Contact our team today for more information about digital marketing or to schedule a complimentary consultation.
