To blog or not to blog, that is the question.
Let’s face it, between generating ideas, committing them to paper (or digital alternative) and making sure they’re reader-ready, producing blog posts is probably not the first thing that comes to mind after a day of consults, surgeries and managing your business. When you think of it that way, not blogging at all sounds pretty good by comparison.
But as this infographic from Blog Your World suggests, adding a blog to your practice website can be a powerful tool for sharing information with customers. Blogging not only offers an opportunity to showcase your expertise and authority; it also and creates the kinds of links and indexed pages that search engines rely on to assign search rank, which can increase organic traffic and set the stage for generating more leads.
The challenge, of course, is finding the time to actually do it. And since there are only so many hours in the day, the solution is to make the most efficient use of the limited time you’ve got. Here are 3 tips that can help you get more bang out of your blog:
Repurpose content: Ideas for blog posts are everywhere: articles from medical journals, press releases from associations and industry partners, even items reported in the news. Use that as a seed, expand on it by showing the role it plays in your practice and invite readers to reach out for more information.
Recruit other contributors: Just as individual members of your staff have different duties, they bring different perspectives to their daily work. Inviting them to contribute to the blog not only encourages “ownership” on their part, it gives readers a fuller, more human, picture of your practice.
Republish it: Simply put, different people prefer to consume content in different ways. You’ve already done the heavy lifting by writing and publishing your latest post so why not extend its reach by posting a teaser about it on your Facebook page, tweeting a link to it and/or making it the focus of your email newsletter? That sets the stage for more links, more site traffic, a boost in SERPs and potentially more business.