If your medical practice has a website then you must consider blogging. Blogging will allow you the engage and interact with your target clients and find out more about their specific questions and observations about your practice.
The interactivity of a blog is a powerful feature that can extend the reach of your brand. Blogs are now recognized as part of the social media environment for a number of reasons. The first of these is that a blog builds social relations with an identified demographic target segment. Your medical practice can use the blog to position you as expert in your industry sector.
A blog makes sharing engaging, relevant and unique content extremely simple. Your medical practice has to identify which products or services to position. From there you will be able to maximize your opportunities by proactively placing targeted content in the blog on a regular schedule.
The ideal content mix is debatable, however social media experts have recommended that content should contain video, images, copy and infographics that are very effective. Other media such as video content can support blogs that are heavy on copy.
Recommendations for content include articles on each of your services and products and what benefit it brings to the reader. External content can also be curated on your blog. Infact placing links to the content produced by other authorities is an extremely effective way of increasing the reach of your blog.
Your blog will also act as part of the social media ecosystem due to the fact that qualitycontent can be shared across the social media sites of many readers. This will increase the reach of your medical practice’s key message. Ideally this sharing will lead to other authoritative blog owners linking to your site and further extending its reach. Having a blog also increases the effectiveness of the other social media sites that your practice utilizes. The blog is a repository of information that provides more detail on subjects that are highlighted in other social media sites.
There is some discussion among experts as to how often a blog should be updated. Consensus seems to be that at least one new blog entry should be placed into your blog every two days. If your medical practice finds this onerous then outsource it. The function of content marketing experts is to measure the effectiveness of the blog as a marketing tool.
Analyze your content and the reactions of the readers to the content. Pay attention to the sharing activity involving the content. An expert content marketer will be able to advise your medical practice on how to refine your message and increase the engagement potential of the blog.
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