“A blog post…, you say? First, let’s be realistic!”
Writing takes time. And most days as a dental professional that may be in short supply. You have patients to treat and a practice to run and promote.
Perhaps you already know the value of blog content to your dental website platform. But keeping the flow steady and the quality high…that’s another challenge.
A process will help
Dentistry is subject matter you know something about. Dental content might not be all that “sexy.” But creating a steady flow of it can be easier with a system in place.
The first step in the process is committing to content creation. Your search results and online influence will rise the more useful content you publish.
Next, is quality. Too technical or wordy and you’ll lose your reader. Too brief or unprofessional and you’ll also discredit yourself.
Make a commitment that you’ll provide ongoing, quality content. Here are some field-tested insights into the making of a “great” post.
1-A benefit-focused headline
The headline will, in essence, tip your reader in the direction of the blog’s topic. A great blog post is laser-locked on one big idea, about solving one problem, by telling one compelling story.
One and done! A great blog post engages the reader from the start.
A benefit-focused headline peaks their interest and lures them into the content. The more specific the better.
Too often headlines provide an easy off-ramp for your reader. A headline can be the first (and last) thing they see before clicking away from your content or…your site.
Experiment with a variety of headlines options. Do they compel you to read further? Is it obvious that “help” is on-the-way if they read the post?
Headlines require a high level of attention before you publish.
2-A compelling opening (lead) paragraph
You’ve probably heard the saying, “You never get a second chance to…make a first impression.” That applies here.
Remember your headline raises the curtain on the “story” you’re about to tell. And it’s a story that you have little time to set up.
Dive in!
Wait…why so fast?
Attention spans are short. And online readers have notoriously short spans of attention.
Journalists get it. They’re trained to not “bury the lede.”
If you snooze-them-you-lose-them!
A bold question. A quote. An attention-getting statement.
These will help engage your reader.
3-“Meat”
You know, as in give them something substantial to “chew” on.
The goal is helping them make an informed decision about a particular dental service or treatment. Paint the picture starting with the problem then lead them to a solution.
Again, keep this to one big idea. If you wander all over the map they will too…right off your page.
- Use benefit-charged bullet points. Online readers like to scan. Make sure when they do that they’re getting the substance of your content in small “bites.”
- Break up the post with subheads. Keep them benefit oriented and compelling.
- Avoid “cute,” cliched statements. Be creative but not to the extent that you lose your reader by trying too hard to impress them.
The best impression is how your content answers their burning question or solves their problem.
4-It compels them to do something
This is where you wrap it up. Avoid being vague or too general.
The more specific your closing the better. What do you want them to do? What’s your call-to-action?
- Call us now…
- Schedule your next…
- Contact us for more information…
- Refer family or friends to…
- Leave a comment…
- Ask us about…
Be specific. And fearlessly “tell” them what to do.
These four tips will help you frame a great blog post and evaluate your content.
Remember that the beauty of digital (online/web) content is that it can be repurposed and republished when necessary. And if your time is lacking…why not ask for assistance?
