Blogging 101: the content strategy Melissa Crawford, MSN, RN melissa@context-health.com Freelance Medical Writer, Context Health Communication March 9, 2018

What We’ll Cover Today Rationale for creating and maintaining a blog Blog as content marketing strategy How blog content serves as digital advertising Identifying the content you wish to create Going further with blogs: cross-posts, newsletters Tech choices: where to start your blog Style choices: writing tips Skills and where to get help

As a medical writer, why should I blog? For writers new to the field Create an online presence Establish brand For established writers Attract new clients Pursue different niche

How does blogging bring me clients? Content value add strategy Build email list Stay front of mind Show off expertise Give quality content to clients Grow networks and relationships Become a trusted resource

Example: Marketing blog entry What readers give to the content provider Re-blogged their content to my social networks Added my name to their email list What good content gives a reader Teaches me about how to better use digital marketing Provides me techniques to improve my business Gives me tools to share with colleagues Example: Marketing blog entry

Who do you want to reach? Who are target audiences of these blogs? What is their marketing goal? Think about who you wish to reach, and what the message to them will look like. What grabs their attention and brings them value.

Anatomy of a blog: Name Snappy headline (not clickbait, but in the neighborhood) Publication dates are recent and frequent (2x week best, minimum 1x week) Posts of 500-1000 words Hyperlinks within the text, no citations Use of charts, tables, infographics, photos Re-blogs or use of content of others is acceptable, with attribution and your take Social media share links at top of page, and at the end of each article Products authors are selling are displayed or linked Pop-up option to subscribe https://online.nursing.georgetown.edu/blog/ http://www.fdalawblog.net/ http://context-health.com/blog/ https://theincidentaleconomist.com/

Brainstorm: Who do you want to reach? Take a moment to think about your target audience. Targets should be narrow, in you area of expertise (and passion, hopefully), and have budgets that will get you paid. Prepare to share! This Photo by Unknown Author is licensed under CC BY

Choose a blogging platform For medical writing: Wordpress, Blogger, or Squarespace. https://www.thebalance.com/the-10-best-blogging-platforms-2531531 This Photo by Unknown Author is licensed under CC BY-NC-SA

Writing style There is no style guide for blogging. Consistency with yourself is key. Catchy titles: “Top 10 most expensive drugs” “Most innovative…” “How night- shifters get better sleep” “Most common mistake…” A short article must deliver the goods upfront. Don’t be coy. If your post gets half- read, that’s a win…and you want the reader to get the good stuff. First person and casual tone, something very approachable, is ideal. The feel should be conversational. Blog writing should be fun. This is a place where your personal quirks can be advantageous, as they keep the reader interested and differentiate you from the mountains of content on the internet. Hyperlink anything you would cite. Also, add hyperlinks to people, places, things, and concepts that the reader may not be familiar with.

Extras Do you have room for more? SEO content Plugins Publish to your social media channels Cross-posting Guest posting Using posts as a generator for client pitches Watch me update my blog

Questions and Answers Thank you for attending!