At BeezContent, we deal with a number of medical content marketing clients. Medical copy isn’t easy to write, but it’s easy to find good sources of material upon which to build new content. The facts and data are out there for public consumption.
Having access to fact-based information about treatments, therapies, and procedures minimizes the probability that anyone will try to argue its validity. Holistic healing or CAM (complementary and alternative medicine) runs into problems in this area not because of the availability of information but because of the credibility of the information available. If you’re committed to being a valid and credible source, keep reading. The advice that follows can really help you build influencer status within your niche.
Blogging about experimental and controversial medical topics brings with it an extra layer of responsibility. After all, there is often no clinical evidence to even suggest that certain subjects have any authority. If you intend to have people take you seriously, it starts with providing credible, trust-building content in your blog. You must adopt a content development strategy that involves writing blog content in a credible, trustworthy, and truthful way. How does a responsible blogger go about doing that? Keep reading to find out.
1. Steer Away from Superlatives and Hyperbole
One thing that kills credibility in any kind of promotional content is using language that makes the product or service (and the result of utilizing it) seem too good to be true. Today’s consumer demands evidence and proof. The average internet user is far less interested in learning how your beliefs impact your approach to healing. They care about being able to verify or debunk what they’re being told.
The instant you start using definitive terms like “the best” or “life-changing,” but can’t provide data to back up your claims, your voice ceases to be credible. It will likely not rise above the din of other practitioners who promote similar treatments and services.
That herb tea may be the best there is on earth, but unless you can prove it, you really shouldn’t say it out loud. Rather, focus on becoming a unique voice for the benefits of using it and persuade your audience to adopt your opinion about it.
2. Provide Evidence and Its Sources
Steer toward any anecdotal evidence you can find from credible sources and vet the sources thoroughly. This is actually a good way to curate content and build upon it while tapping into authorities and influencers in the field. Use the documented evidence gathered by other members of your preferred healing community as a reinforcement to your messaging. After all, the more sources that report the same things, the more likely it is that those things will prove to be useful to readers.
3. Yeah, Check Those Sources
When I use the phrase “credible sources,” I don’t mean just credible in circles that already acknowledge the validity of your treatments. I’m talking about sources that tie science to them. What is the scientific basis for believing that treatment X works? It can’t all be about belief. Nearly all forms of healing tap into various areas of science, and gravitating toward that concept also makes your content gravitate toward a place of credibility.
This is why those sources are so important. They need to be able to bolster your position, not add to any skepticism that might surround it. Choose your sources well, link out to their pages, and only quote or reference sources in an objective way.
4. Mention and Deal with Opposing Views
There will always be detractors in niches like this one. There’s always the one person who decides to crusade against your philosophy or methods. When it happens, you clearly want to respond by acknowledging the other guy’s position and demonstrating an understanding of it. This includes real-time interactions on social media and in future blog posts.
However, be careful to not let your blog turn into a defense of your position or a response to detractors. The better way to manage that is through the direct approach. Respond privately or publicly (depending on the circumstance) and position yourself as an actual authority, not a paper one. It’s far better to have credible blog content already established that can be cited and linked when opposing views surface.
5. Make Use of Documented Testimonials
Holistic healing and CAM is one area of content creation that lends itself well to curated content. The reason for this is simple: Showing that other professionals and clients have had successes with various treatments and therapies reinforces the concept of validity. There is strength in numbers, so tap into testimonials from credible sources. Always vet the sources of testimonials and only use quotes that you can verify to be from real people commenting on real experiences.
6. Be Available
While promoting your blog content on social media, be there to participate in conversations and answer questions. Take note of people’s concerns and address them in real time. Also notice anything in the conversation that can be used to build new blog content. This is a great way to demonstrate how well you listen to and understand your audience. Pull new topics from the conversation and develop content that reflects the types of things your audience discusses online.
Final Takeaway: Hold Your Brand Accountable
If you believe in the treatments and methods you promote, be committed to presenting them in a way that lends credibility to both the treatment and the brand. That means maintaining a professional atmosphere within your blog at all times.
Don’t present your ideas in a mystical or spiritual tone. Don’t select visual content that detracts from the realistic expectations of a treatment or attempt to overplay the probable outcomes of receiving it. Stick to the facts: what you do, how it helps, and who it has helped in the past. Maintaining a high level of honesty and integrity will help you reach a larger cross-section of your readership and help more people understand why they should try the service or product you offer.