Everywhere you look, marketing experts are telling small businesses – including allied health professionals – they need to ‘blog’. And to be fair, it’s a good suggestion – if you do it right!
A well-crafted blog can boost SEO, drive traffic, and position you as a trusted expert with your audience.
But let’s face it: many practitioners have no clue what to write about. The result? A flood of content that doesn’t hit the mark.
So, let’s break it down.
What should you be writing to reach your audience, provide real value, and show off your expertise? I’ve been helping allied health practices navigate this very challenge for a while now, and here’s what I’ve learned.
Understanding Your Audience
First things first: Know your audience. I know it sounds basic, but this is where most allied health professionals stumble.
Picture your ideal client…
Is it a parent worried about their child’s speech development? An elderly person looking for pain management strategies? A busy office worker trying to squeeze in physiotherapy between meetings? Knowing who you’re speaking to is the key to crafting content that resonates.
But don’t stop there. Go deeper. Understand their pain points. What are they Googling at 2 a.m.? What worries keep them up at night? Maybe it’s how to reduce anxiety during a public speaking event or ways to manage osteoarthritis at home. This is where you find your golden content ideas.
To give your audience what they need, you have to answer their most pressing questions. For example, if you’re a speech therapist, write about “5 Fun Exercises to Improve Speech Clarity in Kids.” If you’re a podiatrist, create a guide on “Choosing the Right Shoes for Diabetic Patients.”
Speak their language. Avoid jargon that makes your blog sound like a university lecture. Instead, aim for clarity and connection. Write as if you’re having a chat with a friend. This is how you build trust and keep them coming back for more.
Types of Content That Provide Value
Not all content is created equal. You need to offer something that speaks directly to the hearts (and sometimes aches) of your audience. Here’s a breakdown of content types that can genuinely make a difference.
Educational Content: This is your bread and butter. Offer practical advice and tips that people can apply right away. Think, “How to Relieve Tension Headaches with These Simple Stretches” or “Top 3 Ways to Prepare Your Child for Their First Occupational Therapy Session.” This type of content empowers your readers and positions you as the go-to expert.
Myth-Busting Posts: Let’s be honest – there’s a lot of bad information out there. Use your expertise to set the record straight. “Does Cracking Your Knuckles Really Cause Arthritis?” or “Can You Really Strengthen Your Core Without Fancy Equipment?” These posts are not just informative; they’re shareable.
FAQs: You get asked the same questions day in and day out. Why not create a blog post for each one? “What Can I Expect from My First Appointment?” or “How Often Should I See a Physiotherapist?” This saves time for you and adds value to potential clients who are still in the consideration phase.
Industry News and Insights: Stay on top of the latest developments in your field and share them with your audience. Offer your perspective on recent studies, trends, or changes in regulations that affect your clients. For instance, “What New Guidelines for Treating Lower Back Pain Mean for You.” This shows you’re informed, engaged, and at the forefront of your profession.
Best Practices for Creating Engaging Content
You’ve nailed down your audience and know the types of content that can deliver value. Now, how do you keep them engaged? Here are a few simple tricks that I’ve found make a big difference.
Use Plain Language: Ditch the jargon. You’re not writing for a panel of academics; you’re writing for people who need your help. Keep it simple, and don’t make them reach for a dictionary. Use clear, straightforward language that gets to the point quickly.
Multimedia Matters: Don’t just rely on text. Break up your content with images, infographics, or videos. If you’re explaining exercises, show them! If you’re discussing anatomy, use diagrams. People learn in different ways, and visuals can make your content more accessible and engaging.
SEO Basics Without the Overwhelm: SEO doesn’t have to be a scary three-letter word. Focus on a few key areas: keywords that matter to your audience, compelling headlines, and proper use of headings and subheadings to structure your content. Remember, you’re writing for humans first, search engines second.
Consistency Over Quantity: You don’t have to post every day. Consistency is more important. Start with a schedule you can stick to – maybe one blog per month – and build from there. Quality always trumps quantity.
Leveraging Your Content
Once you’ve created valuable content, don’t let it gather internet dust on your website! Share it far and wide. Here’s how to make sure your hard work gets the attention it deserves.
Repurpose Content Across Platforms: One blog post can become a goldmine of material for other channels. Turn it into an infographic for Instagram, a series of tips for LinkedIn, or a video explainer for Facebook. The possibilities are endless. The goal is to maximise reach without reinventing the wheel every time.
Promote on Social Media and Newsletters: Don’t just post your blog and hope for the best. Actively share it on your social media channels. Use eye-catching headlines or quotes to draw readers in. And don’t forget about your email list! A quick note about your latest post can drive traffic and keep your audience engaged.
Encourage Engagement: Ask questions at the end of your posts to spark conversation. Invite readers to comment with their thoughts or share their own experiences. The more interaction, the more visible your content becomes, both in terms of SEO and social proof.
Conclusion
Blogging can be a powerful tool for allied health practices, but only if you approach it strategically. By knowing your audience, focusing on valuable content types, following best practices for engagement, and leveraging your content across multiple platforms, you can make your blog a magnet for the right clients. Remember, every practice deserves access to quality marketing, and it doesn’t have to be rocket science. Start small, stay consistent, and watch your online presence grow.
Ready to take your content to the next level? Start by brainstorming a few topics that matter most to your audience, or reach out to chat with me about your next steps.