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How to Win Over Impatient Readers with Your Blog Content

By Meagan Simmons on June, 19 2018
Meagan Simmons

Meagan comes to Ren Scott Creative from the scorching hot desert of Arizona, but it's her cool demeanor and get-it-done attitude that keeps it all moving forward in the digital department. Speaking of moving, you may find her at your local gym teaching Zumba when she's not rockin' "the Google."

When it comes to crafting engaging blog content for your clinic’s website, patients want quick, easy-to-digest articles that get to the point. The last thing you want is for someone to overlook the important information in your blogs and choose not to read it.

Here are five ways to win over impatient readers with your blog content.

Put the Important Information at the Top

If a patient is searching for symptoms of osteoarthritis and one of your blog posts pops up in the results, you're on the right track. But once they click, they want answers relatively quickly. A longwinded introduction creates a very real barrier between the reader and the information they want.

Make it Easy to Scan

An informational article that's broken up into thematic, bite-sized sections is a whole lot easier to read than large chunks of uninterrupted text. Incorporating sub-headings into your blog posts is a great way to break up your online content making it easy for readers to scan for what speaks to them most and skip over information that is not relevant to them.

Create an Editorial Calendar

Your blog should spotlight patient-driven story topics. In other words, it isn't the place to simply post your latest press releases. Instead of focusing on salesy content that sounds like you're just pitching your latest offerings, devote yourself to service pieces that help solve patient problems. Always ask yourself these kinds of questions: What matters to your patient base? What kinds of answers are they searching for? Once you know the answers to them, it's time to craft an editorial calendar that hits on each one. In short, your blog is another way to serve your patients. This is how you build a loyal audience.

Avoid Medical Jargon

When it comes to the overall tone of your blog, keep in mind that your target demo is patients—both existing and prospective ones—not doctors. Keep the tone light and conversational, steering clear of medical jargon that others will find difficult to understand. Simple, engaging language is the best way to connect with patients.

Keep it Short and Sweet

While there's no hard-and-fast rule about how long your blog posts have to be, it's generally in your best interest to avoid extremely lengthy posts. The only thing that really matters is that you adequately address the topic at hand. Expert content marketers know how to do this while also keeping things short and sweet.

Coming up with creative story ideas—and then crafting them into compelling blog posts—takes time and energy. If you feel more at home focusing on patient care, partnering with a full-service medical marketing agency can make the job hassle-free.

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