In 1996, Bill Gates coined the phrase “Content is King.” Over 20 years later, it still holds true. While there are other important strategies and tactics businesses need to have in place in 2021, content marketing through blogging is still as necessary as it has been.
Blogging is an excellent opportunity for your practice to solidify your status as a leader in your field and to market your practice. A blog with unique content builds a strong website that succeeds at search engine optimization. Blog posts give your website more pages, more credibility, and a higher chance of being found by potential patients.
The Importance of Blogging for Healthcare Providers
77% of internet users read blog posts. According to Hubspot, blogs attract 55% more traffic on their websites than websites that do not have any blogs. Businesses are 13 times more likely to see an increase in ROI year after year when creating content regularly is a priority
Four reasons why your practice should be blogging:
Content Marketing Makes You a Thought Leader
Blogging and creating a content marketing calendar improves your online reputation and helps solidify your position as a thought leader in your industry. Having specific, unique content on your website marks you as a resource in your field, whether that is pain management, internal medicine, or regenerative medicine. Your online reputation will be attached to these digital publications and they will expand your reach.
Set Yourself Apart from the Competition
All physicians, regardless of their speciality, require credentials and licenses – so what sets you apart from the other doctors in your area? Most patients don’t pay close attention to where their doctor went to school, education and training only goes so far, but they care about the trustworthiness and level of care they recieve. Providers who demonstrate their knowledge and commitment to their patients through valuable content and quality care are more likely to be trusted and viewed in higher regard in their community.
Content Marketing Rules
Content marketing makes a world of difference when engaging with your target audience. Writing blogs that pique interest and are about your treatments, services, and educate readers without being explicitly “salesy” can bring in more patients than paid advertising. Effective content will do the heavy lifting for you. A content marketing strategy essentially highlights your expertise without advertising your medical services. Focus on your patients, reputation, and education, and the new patients will follow.
Climb to the Top of Search Results
The first page of Google search results captures 71% of website clicks – and has reportedly been even higher, according to Moz. Blogging can help your website climb these ranks. Each time a new blog post is published, the number of pages your site has indexed increases. The more indexed pages, the more Google and search engines direct traffic to your site. Sites with a blog have 434% more indexed pages and close to 97% more inbound traffic than sites without blogs (Source). Blog posts allow you to rank for industry-specific keywords and long-tail searches – lengthy, less-competitive keywords or phrases that mimic how people search for things. For example, using a keyphrase such as “treatments for chronic knee pain” will be easier to rank for instead of more broad “knee pain.”
Show Your Expertise with Blogging
Blogging presents a great opportunity for you to show off your expertise while improving the search ranking position and strength of your website. All of this can lead to an increase in patients and practice growth. Since search engines care about how many pages are indexed on a website, blogging can only help increase your digital presence. Once seen as an industry leader, your reputation and professional growth with take off.
If the idea of blogging seems like an overwhelming task, Valet Health can help. Our LiftOff services include full-service content marketing strategies including in-depth keyword research, topic research, trending information, writing and publishing blog posts, and completing search engine optimization (SEO) for all content.
To get started, contact Valet Health for more information and a FREE consultation.