So how can a medical blog writer create useful content that will not only help people, but will stand out enough for someone to actually want to read it?
You have to take an old topic and make it new again.
Turn It Upside Down
Sometimes you need to wake up your audience with a little surprise. What about an article about the screening tests you should avoid? Or why you should avoid a flu shot? Most patients would be intrigued enough to read the article, even if in the end it recommends the flu shot for most people.
Take the topic and focus on one small aspect of it. Instead of “Three Foods You Can Eat to Make You Healthier,” write about “Three foods You Can Eat to Build Your Brainpower,” or “Three Foods You Can Eat to Improve Your Heart Health.”
Turn a ho-hum medical blog topic into something unexpected. Wouldn’t you be curious about an article that explains how stress can actually make you healthier? Or how adding cholesterol to your diet can help your heart?
Cosmopolitan and other women’s magazines mastered the quiz article years ago. It has a new life on the internet in the form of articles like “Which Grease Character Are You?” or “Which Glee Character Should You Marry?”
This is a fun way to present a medical blog topic that may be a little boring. What about a quiz like “Which Simpsons Character Are Your Health Habits the Most Similar To?”
Of course, you want to offer some actionable health advice to the pour soul who gets Homer as their answer.
Tie It In
Pay attention to the hottest trending news topics and tie your article to those. An article about breast cancer screening is good for someone who wants to read about breast cancer screening. An article about breast cancer screening and Angelina Jolie’s choices is good for someone who wants to read about breast cancer screening and someone who wants to read about Angeline Jolie.
The Big But
If you have ever seen a magazine in the grocery store checkout line, you know that these tactics are not new. And they are often abused.
So if you are going to use these concepts and maintain your credibility, you have to offer evidence-based, credible information in these articles so that your reader walks away better for having read it. Otherwise your blog becomes a tabloid.
Well, I think this is kind of obvious. Think of a topic you’d like to write about, and then think of a way to jazz it up. Have fun, but don’t forget to make it credible and evidence-based.
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