Before we talk specifically about your blog, let’s also consider all the types of written content you will need to consider developing to ensure your blog’s success. At a minimum, you should be tapping into these support content areas when planning any medical content marketing strategy:
Your email list – If your list is lying dormant right now, it’s time to wake it up. One of the easiest ways to get click-throughs to your blog is by sending brief, pointed email blasts with engaging subject lines every time a new post drops. I’m talking about 3-5 sentences and 5-10 lines maximum.
Format your emails into short segments – One to two sentences at most. This accomplishes two things. It makes it look like there is less text to read, and it allows the reader’s eye to catch more key details and concepts. Link at least twice to your post in your email blast. Once near the beginning and again at the very end. Sometimes people need just a little more convincing to click through.
Social Media Posts – Eye-catching visuals, engaging captions, and pointed calls to action all get readers to stop scrolling and tap to read your latest post. You should split test several images and captions to see what kind of visuals and messaging to which your readers react most positively.
You should also do your homework and figure out which social media platform(s) your target demo uses most. Don’t guess. Do the actual leg work. Often, your audience will surprise you, regardless of how well you think you know them.
With that, let’s get to those ideas I teased a minute ago.
What Niches Are You Trying to Reach?
As I mentioned, there are a number of niches that fall under the category of elective surgery. Here are just a few:
• Cosmetic surgery
• Cleft Palate Repair
• Ear Tube Surgery
• Corrective Surgery for Sleep Disorders
• Bariatric Surgery (Surgery for Weight Loss)
• Hernia Repair
Is it possible to create an entire blog around one of those specifics? Well… yes. The question is whether or not it will get the results you want. There is potential for a large audience for all of the above. The real question is how your blogging style and strategy will be received by individual markets. Again, you might be surprised at the levels of engagement you get for one niche over another. That leads me to my next point and something else you should not just consider but plan to make part of your marketing strategy…
Split Test Multiple Niches
Your first round of blog posts should tap several of the above niches to determine what kind of content your readers want to see most. From there, you can narrow down the subject areas that get the most engagement and start delivering more targeted content.
Determine Your Ideal Reader
You need to have a few things pre-determined about your ideal reader before even trying to market to them. What is their approximate age? What are their primary health or body concerns? How much money do they have to spend on elective surgery? All of these questions should be answered before you start developing any kind of content.
The easiest way to do this is to develop an ideal avatar. Keep in mind I said it’s the easiest way, not that it is simple or effortless. It will take some time to develop your avatar, but once you have one, you will almost always have more success with your content than you ever will without it. I encourage you to click on the link in this section to learn more if this is not something you have done already.
Stay on Top of Current Trends
You always want your content to be fresh and relevant, so stay on top of news and information from sources you can trust and easily vet for reliability. In this instance, you want to stick with content from trusted medical sources. I’m not talking about other blogs. I’m talking about official sources like medical journals or medical companies that work closely with the niche(s) upon which your blog is based.
You can actually split test different blog styles when your focus is news and information. You can create completely unique content based on your research, but you can also curate some of that reliable, vetted content I just mentioned to reinforce the messaging and deliver it in the most concise and trustworthy way possible.
Keep It Ethical
Steer clear of content that encourages elective surgery for the wrong reasons. This isn’t about self-help. Your blog should convey information in an objective way. It should encourage seeking further information and advice from sound medical professionals as the basis of any decision about elective surgery. It should not poke at pain points regarding body issues and other details that jab at people’s insecurities. Yes, even when you’re developing content about plastic surgery. Blog about the procedures themselves and steer clear of making empty promises about improving body image or self-esteem.
Putting It All Together
At BeezContent, we have a dedicated team of in-house and freelance professional copywriters who know how to create top-quality medical blog content. Need some direction for your next blog project? Need a reliable team that can keep you on schedule? Contact us. We’re here to help make your next medical content marketing effort a success.
