If your medical practice has a website, find out more about blogging. Blogging allows you to engage and interact with your target client. You will find out more about their specific questions and observations about your medical practice.
The interactivity of a blog is only one of its powerful features that can extend the reach of a medical practice. 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 or target segment. The second is that your medical practice blog can position you as the expert in your specialty.
A blog makes sharing engaging, relevant and unique content extremely simple. Identify which products or services to focus on for your medical practice. Begin proactively placing content about your products or services in your blog posts on a regular schedule.
The ideal content mix is debatable. Social media experts have recommended that content should contain a mix of video, images (infographics are particularly effective) and copy.
Most blogs are heavy on the copy, supported by other media such as video content. Some concrete recommendations for content include white papers and other research. External content can also be curated on your blog. In fact placing links to the content produced by other medical blogs that complement your content is an extremely effective way of increasing the reach and content of your blog.
Your blog also acts as part of the social media ecosystem. Content can be shared across the social media sites of many readers, increasing the reach of your medical practice’s key message. Ideally this sharing will lead to other authoritative medical blogs linking to your site and further extending its reach.
Your blog also increases the effectiveness of the other social media sites that your medical practice has in its social media real estate. Your blog should be a repository of information for your clients. You should post one new blog entry every two days. If you find this an onerous task, then you can outsource this to content marketing experts. They will also be able to measure the effectiveness of the blog as a marketing tool.
By analyzing your content and the reactions of your clients to the content, an expert content marketer will be able to advise your practice how to refine your message and increase the engagement potential of the blog.
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