• Leilani Romer

“Don’t focus on having a great blog. Focus on producing a blog that’s great for your readers.” -Brian Clark

As much as we like to think we have control in life it simply isn’t the case. We can get a case of the Napoleon complex, we tend to think we’re bigger than we really are. But then life happens. Your kids will throw that tantrum in the middle of the store. Fido will tear your new pillow apart. Fuzzy McFuzzkins (your cat) will shred (or throw up on) your couch, and your dedicated readers will ignore your hard work. If you’re worried about making a blog you think will be great, you’re going to miss the mark. It’s not about you. It’s about your readers. Producing content YOUR READERS want to hear about is more valuable than creating content YOU want to hear about.

Source your topics

So what do your readers want to read about? You could ask them directly, but that isn’t always practical, or fruitful. There are several tools at your disposal to help you find sources for topics relevant to your industry and particular niche.

1. Feedly.com - This site is a great resource to help you understand industry chatter you pick a particular news-source or blog to ‘follow’, or choose to ‘follow’ certain keywords on Google. This allows you to track the discussions around the keywords and influencers in your industry.

2. Quora - This platform allows people to ask questions and crowd-source the answers. You set up your profile and choose topics you want to follow. Then keep an eye out for questions that come up often, or have multiple responses. Use those as springboards for your blogs.

3. Reddit - Follow the Subreddit (or subreddits) that your readers would also be following. Anytime a post comes up that’s worth exploring more deeply than a comment might be able to handle, create a blog!

4. User-Generated - While you can’t always ask your readers what they want to hear, sometimes being direct does produce great results. You can also note sources like social media comments, client/customer interactions, feedback and online reviews. Did a client ask you about a new topic during your call last week? Perhaps you’re getting feedback about certain difficulties your customers are having. These are great chances to clear the air or explain something new in detail on your blog.

Stick to a format

Not all blogs look the same. But each blog of yours should be familiar to your readers. It goes beyond having a branded voice. You’ll want to have a rough format you typically follow that can be adapted to the various kinds of posts you make.

Outline your post

Once you know the format you like to use, make a template document you can re-use every time you write your blog. It should have the structure outlined for you and include all the SEO, media, and link assets such as target keyword, meta description, and backlinks. Follow the same kind of procedure you might use in high school english class. Fill out the ‘titles’ first, put your thesis statement into the intro and maybe sketch out any quotes or points you want each section to cover.

Write, Edit, Repeat

With all of this in place, you can easily begin the actual writing process. Even if you have to step away from the blog for a time, the structure and ideas are there when you get back. So write away, and once you have the first draft, be sure to go through and edit it down. Read it aloud to yourself, find any sticky points that trip you up and re-write those parts. If you have editing software you prefer, make sure to run it through there. Have someone else on your team go through it, then read it through one more time to ensure you haven’t lost the heart of the post.

Distribute effectively

“Content is king, but distribution is queen and she wears the pants.”

Jonathan Perelman

You can write all the blogs you could ever dream up, but if you don’t get them in front of your readers, you’re wasting your time. Make sure you’re sharing your blog on social media. And if you pulled the source from Reddit or Quora, find the thread you got it from and post a link there.

Lasting content

Lasting content matters more than great -but fleeting- content, but content won't last if it isn’t seen. Keeping your blog well organized allows you to go back later and look at older blogs which can be updated or re-posted with new insights.

No Napoleon Complex here, just great content that lasts!

Here at Romer Social, we know the importance of lasting content - Blogs that make an impression and hold ‘evergreen’ truths. - You won’t find a Napoleon complex here, just great content that lasts. Schedule a call with us and find out how we can push your content marketing to the next level.

You can build influence, improve your SEO and fill your social feeds with one main strategy. The key is content. For all three benefits, you need a huge amount of content. When you follow the trickle down content method (or reverse pyramid) you can maximize your content marketing efforts without adding a ton of time.

1. Start with core content

A core piece of content can be in any format you prefer, but you’ll want it to be a longer piece. A half-hour long video, a podcast, or a blog are the common examples of a core content piece. When creating the core piece you’ll want to ensure you’re thinking about a few things:

1. Is it relevant to your audience?

2. Does it include keywords you want to rank for?

3. What is your primary goal for the content?

If your core content isn’t relevant to your audience there’s no reason to post it. Finding out what’s relevant can be problematic, so make sure you’re sourcing your topics strategically. An easy example is to look at social media sources like Quora and Reddit for topics that are already common. You can interact with those posts now, or use them to springboard your core piece and come back later to link to it.

In order to make an impact on your SEO efforts make sure to include keywords, you’d like to rank for. Repeating the keywords throughout the pieces also helps build your keyword density in an organic way.

Finally, you need to have a primary goal. What does the core content piece achieve for your overall strategy? If you’re trying to build influence, for example, it might be purely to share knowledge, or to answer frequently asked questions about your industry. If you’re trying to garner leads it could be to highlight your competitive edge.

Then you start producing. Bust out your selfie stick and take a video, record your voice, or clack at those keys.

2. Break it down

Take your core content and tear it to pieces. Okay, not quite that literally, but once the content is polished and ready for posting break it down into snippets, quotes, rants, GIFs, or any other social-media-sized piece.

Depending on your social strategy you might be posting to a diverse set of platforms. Instagram, for example, is a great place to post quotes to your feed, GIFs to your stories, or the whole core content to your IGTV. Twitter is a good place to post rants, quotes, and snippets. As you receive feedback you can also add GIFs to your responses. Facebook might be where you post a longer snippet or thought. LinkedIn is a good platform to repost a condensed version of the core content as a personal blog which can be shared within the platform.

3. Distribute accordingly

Each piece of ‘social’ content should have a purpose and platform in mind. Weave these into your schedule according to your strategy. You’ll want to keep your feed interesting by mixing up what you post on each platform so that you’re not creating ‘spin content’ or overly-repetitive content.

4. Get feedback

Get your audience’s opinions about their favorite parts of your core content and social content. Use the feedback you get to improve your next piece of content and share user-generated content for your page. It is also a great stating point to help you break the content down again to include the best content. You can also utilize the feedback to create additional articles expanding ideas.

Get started!

Get your content marketing game on! Creating content can be time-consuming, this trickle-down method saves you time and allows you to focus on the content that will drive results. If you’re not a content creator or struggle to strategize, partner with us. We take the job of taking the stress of content-creation off your hands very seriously. Schedule a call with our experts today!

“74% of people online engage in social media, and nearly half are searching about a health professional.”

- Pew Research

From dental offices to multi-site healthcare organizations social media is becoming a place that can no longer be ignored. So how does a healthcare provider successfully manage a social media account? The key here, as with any industry, is understanding the opportunities and setting actionable goals. There are 5 major ways healthcare organizations and providers are telling a healthy social media story. While you don’t have to focus on all 5 aspects of healthcare social, it’s beneficial to be aware of them.

1. Be Informative

Healthcare providers are in a unique position to inform the public regarding health-related topics. From informational videos explaining details of your specialty (EX: dentists sharing good flossing technique) to hosting a panel of doctors from your hospital or industry in order to discuss important issues relevant to your field. Sharing information, and keeping the public up-to-speed on the latest in your field is a part of what is considered inbound marketing. Provide value in order to garner the attention of passive clients. This also extends to the idea of self-diagnosing. Many people will turn to Google before they turn to the professionals when trying to figure out what’s ‘wrong’. As a medical professional you can nip this behavior in the bud by sharing relevant information and pointing patients to their providers for a real diagnosis.

2. Be Helpful

Being helpful may, at first glance, sound like being informative, (after all, information is helpful). However, being helpful extends beyond providing helpful information to your followers. Having a fully completed profile and responsive nature will help patients and clients have their questions answered without needing to give you a call (such as: what are your hours, where is your office etc.). You can also connect the dots between various fields by partnering with specialists to produce content that shows the effects of behaviors, lifestyles, medications, and more between multiple areas of the body.

3. Create Community

One of the biggest opportunities for healthcare practitioners on social media is to create communities for your patients. Having any kind of medical condition can be frustrating, lonely, and frightening. By establishing a Facebook group, hashtag, or other kinds of community, you allow your patients to share advice, healthy tips, and stories. Creating a community does get your name out there and promote brand awareness, but it’s also a way to reach beyond your patients and promote health and wellness outside of your typical reach.

4. Balance the Emotion

When people think of healthcare and social media, we often think of the sad and personal sob stories patients share of their experience. Or, they think about that amazing story of their mother’s friends’ aunt beating cancer. When building a healthcare social media page, it’s important to note that strong emotions do garner shares. It’s also good to keep in mind that strong emotions can go either way. Keep your page balanced, if you plan to share any sad stories, or if your patients share them, be sure to balance them with positive stories.

The legal note here is to keep HIPPA in mind when developing your social content calendar. Do not share any real-life stories without specific written permission from everyone involved. No great story is worth getting into a legal battle over, so keep everything on the up-and-up.

5. Be Responsive

All companies that hold social media accounts should expect interaction, both positive and negative, from those they serve. Healthcare accounts are no exception. The most important thing here is to designate a team (or person) to handle incoming comments, questions, and requests from social media. Depending on the size of your organization you may not get many conversations, or you could get thousands. The important part is to have a plan on how to handle social interactions.

Start with a strategy for what kinds of responses are acceptable (vet these carefully with your legal team) then provide this to your team. Becoming a part of the conversation ensures you’ll have the opportunity to clarify any misinformation that might be spreading about your practice, people, or industry. Remaining responsive to these conversations also gives you a chance to highlight positive discussions.

Being proactive about interaction is another layer to the social equation. Keep a list of keywords relevant to your specialty and make a point to comment on a number of the posts using those keywords. This allows you to be helpful and share your name and expertise with a wider audience.

Healthcare Social

Healthcare providers have a unique position in that they provide a service that is a human necessity. And with the modern age of skepticism around healthcare advice, it’s more important than ever for healthcare experts to get involved in the online conversations to share truths and establish influence. If getting involved in social media is intimidating for you, well, you’re not alone. At Romer Social, we understand the importance of getting involved and establishing influence in a compliant way. Schedule a call and see how we can help your practice or organization get social!