If blogging is not part of your content management for healthcare strategy, it is time to change that. Blogging can help increase brand authority, which, in the world of Google, means that your practice exudes expertise, authoritativeness, and trustworthiness. Embodying these values can help you boost your rankings in the search results and appeal to more prospective patients, who want to entrust their health to a practitioner who is capable, credible, and trustworthy.
That said, it is not enough to just blog for the sake of blogging. To realize the full benefits of content marketing for doctors, it is important that you are strategic in your blogging efforts.
7 ways to build brand authority through blogging
Brand authority is not what you say. Rather, it is how patients and prospective patients perceive your practice. Having said that, your brand’s image is not completely out of your hands. There are ways you can build trust and authority, many of which you can do via your blog.
1. Use your content to address FAQs
According to a recent study, as many as 89% of Americans turn to Google before their practitioners with questions regarding their symptoms and overall health. While you want to encourage patients to visit the appropriate provider if they have serious concerns, you should also use your blog as an opportunity to position yourself as an authority to both the search bots and your audience. In addressing searchers’ most frequently asked questions, you also work to establish meaningful connections.
2. Build up a solid backlink profile
People tend to trust professionals that other professionals endorse. A popular form of endorsement today is backlinks. Though building up a solid backlink profile may take considerable time and effort, it is well worth it, as Google gives considerable weight to a site’s number of inbound links when determining its credibility.
3. Cite Your Sources
If you make any claims or facts, cite your sources. Given that you are providing the public with health information, it is particularly crucial that you back up your claims with scientific evidence.
4. Blog about your success stories
Though this may not make much sense for every healthcare provider, there are some types of professionals — such as chiropractors and dentists — for whom it would prove helpful to blog about success stories. Complement your written content with images.
5. Toot your own horn (but not too much!)
Patients want to know that you have the experience, training, and accreditation to provide them with superior care. When you receive awards, allocations, new credentials, rave reviews, professional recognitions, or what have you, do not be afraid to boast about them via your blog.
6. Guest blog
Your audience is likely to be very impressed if it comes across your name on a blog that is not yours. Guest blogging is an easy way to build brand authority — and to build a strong backlink network.
7. Be genuine
Finally, be genuine. People on the internet can sense when brands are writing for their audiences or when they are writing for the search bots. If you want to earn your audience’s trust, speak from experience and out a place of genuine care.
Build brand authority with content marketing for doctors
It is essential, as a healthcare professional, that you build authority among your current and prospective audience. Our team at Doctor Genius specializes in content management for healthcare and is happy to help you build up and maintain an authoritative web presence. Call us today at 1-877-477-2311 to speak to one of our team members today.
Doctor Genius, located at 16800 Aston Street, Suite 270, Irvine, CA 92606, provides a range of services for practice success. We seek to meet our clients’ needs by providing a variety of marketing, SEO, practice optimization tools, and coaching to transform the healthcare experience. Though we work to provide the most accurate information, the content found on this website is solely intended for entertainment purposes. Therefore, we cannot guarantee that the information provided is entirely correct. You may not use the information on this site to cure, prevent, or diagnose a perceived medical issue. If you have healthcare-related needs, please speak directly to a healthcare professional. Never self-perform medical treatments discussed on this website. All images displayed are also for entertainment purposes only, and personal experiences may differ. Please note that the business tactics mentioned on this site might not be applicable to your industry or practice.
