1. Blogging 101: the content strategy
Melissa Crawford, MSN, RN
Freelance Medical Writer, Context Health Communication
March 9, 2018

2. 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

3. 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

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

5. Example: Marketing blog entry
What readers give to the content provider
Re-blogged their content to my social networks
Added my name to their 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

6. 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.

7. 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 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

8. 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

9. Choose a blogging platform
For medical writing: Wordpress, Blogger, or Squarespace.
This Photo by Unknown Author is licensed under CC BY-NC-SA

10. 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.

11. 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

12. Questions and Answers
Thank you for attending!