8 Jan, 2020
How to Create Blog Posts That Drive Traffic (And Appointments)

If blog posts aren’t a part of your healthcare marketing strategy, it’s time to change that. Healthcare practices that use blog posts as a key marketing tool are more likely to see a positive return on investment.  

Writing blog posts that engage patients can be quite tricky. In order to write content that is valuable to your readers, you need to find out what people actually want to read about. We’ll show you how to write blog posts that grab your audience’s attention and actually converts them into real patients. 

Find the right topics for your blog posts

Do some keyword research

Find out what people search for on Google in your geographical area. Use a keyword planner such as Google Trends or Keywordtool.io to find keyword suggestions around your topic based on data from local search. Think carefully about your target keyword for each blog post. In general, your target keyword should be the most popular search term for that topic.  

For example, people will search for 100 different phrases to find out how to fight a cold.  They might search for “how to handle colds,” “cold remedies,” “cold relief,” “how to fight colds,” etc. 

You want to focus on the phrase people search for the most frequently. 

Check out the FAQS

Take a look at the most frequently asked questions on your social media platforms. This will help you determine what people want to read about. You can also use programmes like AnswerThePublic and Quora to learn the “Who? What? Where? Why? How?” of your profession.  

If all else fails, you can simply ask your patients the burning questions they have about your field. 

Organise and write content for your blog posts

Now that you’ve decided on a suitable topic, it’s time to start writing your blog post. The first step is to find multiple, reliable sources that you can use to craft your content. Be sure to add your own insight and knowledge on the topic.

Then there’s the organisation of the blog post itself. Make sure content is always organised in a way that makes sense to any reader. Provide plenty of context with every piece of content you write. Even if you’ve written about the subject many times, it’s likely your reader’s first interaction with your content. 

When it comes to blogs, you need clear headers, short sentences, paragraphs, and easy-to-read bullet points. These organisational aspects make your content easy for someone to skim through—and that’s how the average reader processes content online.

High ranking blog posts all have these things in common:

  • Optimised title tags, header tags, keywords, and meta descriptions
  • They thoroughly, yet succinctly answer a question 
  • Engaging elements, like bullet points, section headers, supporting visuals, pull quotes, or videos.
  • A call to action to prompt people to actually schedule an appointment. 

Share your blog posts on the right channels

Sharing your blogs on social media is a fast and simple way to get your content seen by the right audience. While you may post on the usual channels—Facebook, Instagram, etc.—consider also posting on forums and support sites where people are asking these questions. 

The same blog can be shared multiple times on different platforms. Simply tailor the message to each audience and switch up the captions each time you share. This serves the purpose of both helping you create engaging social media content and gaining a broader audience for your blog posts. 

Although we’ve outlined the steps to creating great blogs, we realise that writing blog posts is a time-consuming activity which you may not be able to do in between seeing patients. This is where Avily comes in. If you are looking for help developing a content marketing strategy that drives website traffic, improves SEO and generates new practice growth, contact Avily today. We have years of experience in creating blog posts that engage audiences and converts them into real patients. Feel free to give us a call and chat with our digital marketing experts.