Healthcare Marketing, The Structure Of A Blog Post

Structuring a blog post for maximum impact on your healthcare marketing strategy

By Geoffrey Cooling

Healthcare MarketingI have seen more and more of the people that I am connected to blogg as part of their healthcare marketing strategy. I think that this is in fact a fantastic thing, because I know it will make a dramatic difference over time to their on-line healthcare marketing ROI.

Blogging or content marketing is an imperative in Google’s world. if you want to drive your on-line healthcare marketing strategy, a blog will be the engine of it. however If you are going to take the time and creative energy to write a blog post. You should structure it correctly to have maximum impact and also to give the best support and leverage for your main on-line channel. Your main on-line channel is of course your website.

The best structure of a blog post is quite simple, there are a few rules you need to understand.

Post Title

Your post title should contain the keyword or phrase that you are endeavouring to target. It also needs to be a little catchy, think headline!

Header 1

You need to use good formatting in your posts, so the initial part of your post needs to be formatted as H1. I always use this part of the post as a taster, explanatory or additional info paragraph.

The body of the post

Write short sentences using good grammatical rules. It is easier for the the viewer to read and understand. You should also keep your paragraphs short. Maybe no more than six or seven sentences depending on length of sentence.

You should use the keyword or key phrase you are targeting within your post. However, when you use it, it needs to be natural. Do not stuff your post with keywords or key phrases. Google will make you pay for it by consigning your article to page ninety of the search results.

Remember write the post for the reader, in this way you will never go far wrong. Content marketing is about attracting people to you with well written and informative posts. If you write the post with just your agenda in mind, you will fail.

Alt-text on pictures

Ensure that all of your pictures have alt-text that include your keywords or key phrases.

Use anchor text

Use anchor text in the post that points back to your site. In this way you may set the terms for and support different areas of your site. An example of this would be as follows. A new product is released, you set up a page on your site to detail the product and perhaps the pricing. You then decide to write a post detailing what you think of the product and your experiences with it. The first sentence is the product name at your location.

You then hyper-link this phrase back to the page on your site. This frames the terms of reference for Google of that page. So if somebody searches for product in location, you will have a better chance of ranking.

You may rank for both your website and your blog. In essence that is exactly what you want, getting them to your blog or to your site is the beginning of the journey. But it gives you a better chance to get them into your clinic. The one way to ensure that you are successful with blogging is to use a proper physical framework for your posts.



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About Geoffrey Cooling

my name is Geoffrey Cooling and I am the author here at Just Audiology Stuff. I have been involved in the Hearing Healthcare Profession for several years now. I initially worked as a Hearing Healthcare Professional for a large national retailer in Ireland.

After several years in Practice I was approached to work for a manufacturer, where I was employed for five years. I am now the Co Founder of a business called Audiology Engine. We design websites, undertake content marketing and generally look after everything digital for audiological practices. I am also a contributor to many hearing profession periodicals and websites.

I have written two commercially available books, The Little Book of Hearing Aids which is written for hearing aid consumers and Audiology Marketing in a Digital World which is written for Audiology Practice Owners. They are both available in Paperback and Kindle versions on Amazon. I also write for consumers on the website Hearing Aid Know, which is a website with the mission of demystifying hearing aids, their types and their technology.

I have a great interest in commercial strategy as it applies to Healthcare in general and specifically to Hearing Healthcare. I also have a great interest in the psychology of sales and human interaction. I have been involved with social media for some time, both personally and professionally. I find the engagement and discourse on some social media channels fascinating.

I instituted social media strategy for the company I worked for as an experiment. That experiment soon spread throughout the company and I am proud to say that the company is probably one of the most active in the industry. I would like to point out that all views, opinions and thoughts here are mine own. Unless of course they have been planted by the pod people, you just can’t take your eyes off the pod people. Those views do not necessarily reflect upon any views or opinions held by my employer, if I ever get another one.

I think that our industry is in the middle of a time of huge change, I think that the change will be forced by both internal and external pressure. I think that private Independent Healthcare Practices will have to be smart and lithe of feet in order to meet these changes. I hope that some of my blatherings are of benefit to those Practices, Independent Hearing Healthcare Practices need to survive. I believe that if that occurs it will be of real benefit to Patients.

I hope that I, and my writings will play a small part in their continued success.

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