However, they don’t always know how to write engaging, optimized content.
Whether you’re a writer who works for a lot of healthcare providers or a provider yourself, we’re here to help!
Read on for some tips on creating stellar healthcare content that people will actually want to read!
Think About Your Audience
First things first, take some time to think about the people who will be reading your writing.
Most healthcare content is written for the general public. Your audience will often include people who are looking for a healthcare provider or experiencing certain symptoms and wanting to know if they’re sick or not.
It’s easy to assume that everyone already knows what you’re talking about when you spend a lot of time reading and writing healthcare-related content.
In reality, most people only have a cursory knowledge of medicine, nutrition, and fitness. They’re relying on you to break things down for them in an easily digestible way.
Create a Buyer Persona
If you’re struggling to identify your target audience, it can be helpful to a create a buyer persona. In the marketing world, a buyer persona is a fictional profile that represents part of your audience.
For help with a client who offers urgent care services, you might think about writing specifically to a mother who is worried about her child’s acute symptoms.
How would you talk to a concerned parent?
You wouldn’t throw around a ton of jargon and only partially explain the situation, would you?
Take that same practice and apply it to your healthcare content to make sure that it doesn’t deter readers. For a great example of approachable healthcare content, check out this article on spinal decompression therapy from Natural Healing Arts Medical Center.
Use the Right Keywords
Paying attention to trending topics and keywords is important for two reasons. First, it helps you provide your readers with up-to-date information. Second, it helps you get more traffic to your (or your client’s) website.
Pay attention to what the competition is writing about. You don’t want to copy their content, of course. But, seeing what other people in a similar field are publishing can definitely provide you with a jumping off point for your own content.
There are lots of tools out there that allow you to do keyword research for free.
The hard work doesn’t end there, though.
In addition to using the right keywords, you also need to make sure you’re putting them in the proper places.
Keywords should appear in the title of your healthcare content, as well as in at least one subheading.
It’s important not to go overboard with them, though. This is known as keyword stuffing, and it’s heavily frowned upon in the SEO world. Search engines will penalize a site for doing this, whether it was intentional or not.
Face the Facts
Facts make your content more readable and your clients’ websites more credible. They can be used in several different ways to help a blog post or article make more of an impact.
Some tips for incorporating facts into your writing include:
- Use them in the introduction to hook readers
- Use them to drive home a specific point
- Use them in an infographic to provide readers with an interesting visual
Backing up your claims with facts is essential in all kinds of writing. But, it’s especially important for healthcare content.
You’re writing about things that could really impact people’s lives. You owe your readers accurate, well-researched information.
Examples are crucial for writing content that people can actually understand.
For example, don’t just tell people that a healthy lifestyle will help them avoid heart disease. “Healthy lifestyle” is a pretty vague term that means something different to everyone.
Provide a list of specific practices that readers can start implementing. You might include things like getting regular cardiovascular exercise or cutting down on the amount of processed sugar they consume.
Anecdotes and real-life applications are also very helpful in driving home a point to readers.
They might not think they’re at risk for heart disease. But, when they read a story about someone who also thought they were perfectly healthy until they had a heart attack, they might finally find the motivation to make the lifestyle changes the doctor has been begging them to make.
Do Your Research
Research shouldn’t just be about finding relevant facts or keywords for your healthcare content.
If you work in the healthcare industry, it’s important to stay abreast of what’s happening. Not only will this give you ideas for content, but it will also help you ensure that you’re sharing the most accurate information possible with readers.
Read nutrition blogs and other healthcare-related publications regularly, as well as posts from competitors’ sites.
Start with an Outline
When it comes to the actual writing process, it can be hard to know where to begin.
An outline can be incredibly helpful, especially when you’re writing healthcare content, which requires a significant amount of research before you can even begin creating an article.
Start by thinking about the main points you want to include in the post, and create a subheading for each one.
From there, you can give yourself some general guidelines for what will be included in that section. You might want to include links to statistics or other references, too, so you can easily locate them.
Writing an outline might seem tedious or like a waste of time, especially when you’ve got a deadline looming. But, the better your outline is, the less work you have to do actually writing the post.
When you make an outline, you do all the hard work upfront, researching and coming up with subheadings. Once that’s finished, you just have to go back and fill in the blanks.
We’ve all read content online and wondered how the person who wrote it managed to secure a job. You don’t want people to ask the same questions about your work.
Thorough proofreading makes it easier for readers to understand your work. It also boosts the credibility of your website when your work is well-written.
If you’re editing your own work, read it aloud. It might feel silly at first, but it really helps you catch mistakes that you might otherwise gloss over.
It’s best, though, if you can also find someone else to proofread your content before it’s published. What we write usually makes perfect sense in our own heads. But, it doesn’t always make sense to other people.
Publish Your Healthcare Content Today
Are you interested in creating your own blog for sharing your healthcare content?
If you want to start a blog but don’t know where to begin, check out our step-by-step guide today! It’s super simple and totally free — what are you waiting for?