In healthcare IT and other B2B industry sectors, writing engaging and useful thought-leadership focused blog content is necessary for digital marketing—meaning SEO success. It’s also good for business reinforcing your brand.
But what many fail to understand about writing blogs is that, “It’s not about you!”
Educate, enlighten and inform. Those three words are your guiding principles shaping your thought process in crafting your blog. The challenge is identifying a specific, unique and relevant topic that resonates with your designated audience—health system, C-suite leaders, physician and nurse executives, hospitalists or specialty practitioners, practice administrators, IT directors, case managers, HIM professionals and so forth.
Before starting on the path selecting your blog topic, first devise a content strategy. Create an editorial calendar that aligns with your business goals while serving as the foundation for all of your future quality blog content development.
There are all kinds of strategies to brainstorm topic ideas. For one, do you sell solutions or advisory services to help physicians prepare for and manage value-based reimbursement? How about contributing your voice to the current national narratives on MACRA, MIPS and APMs? Map your customers’ needs to relevant government initiatives or changes, movements, trends and other interesting “hot” issues to create a plan for using your vast knowledge to address them via a deeper dive through blog content.
Likewise, are you targeting hospital CMOs and CNOs as buyers of your mobile health tools? Identify their pain points—streamlining workflow, increasing patient safety, lack of mobility or lack of access to lab and diagnostic test results, drugs or the latest evidence-based disease study. Find out which subject matter experts possess expertise exclusive to any of these issues to create say, a series of blogs.
GIVE THEM SOMETHING
Researching what your clients need to do to perform their jobs better is another technique to generate blog topics, fueling your content creation and stronger writing. Providing valuable takeaway action steps or best practices can inspire and teach your audience to change behaviors by adopting new “how to” methods for tackling a complex task. It’s a win-win situation for all when words of wisdom enable a successful project execution on time and within budget.
Once you finally settle on a topic and begin the writing process, refrain from blatantly promoting your company, solution or service. Otherwise your blog will read like a marketing brochure, losing both industry credibility and reader interest quickly. Besides, if you’re vying for guest blog placement with an industry trade press site, think again. Editors will immediately decline on grounds of “conflict of interest.”
Above all, choose fresh blog topics that are relevant to your business objectives and specialty, your customers’ needs and solutions, and your niche market space. We all have ideas to share! Start blogging!