Blogged Arteries

Opinion and Commentary from TMA

Writing a Blog for Your Practice: It’s Not Brain Surgery

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Many people have asked us how to blog as a creative outlet that also helps their practice.

But it's hard to know where to start, what to write about, and how often to write.

We’ll go over a few questions you need to ask yourself and topics to get started.

For Best Results, Know Your Audience

Before you write, you need to know whom you're writing for. Content that is interesting and useful to your audience will keep them coming back.

Here are a few questions you ask can yourself: 

  • What keeps them awake at night?
  • What fears could you reduce?
  • What are health-related frustrations?
  • What are common health-related concerns they’re facing right now?  

Knowing what’s important to your patients will take the guesswork out of the “what do I write about?” question and help you create content that helps your patients.

How Often You Should Post

We recommend you post regularly — once or twice a month, at least. But if you want to make content a part of your marketing strategy, you should try to shoot for two to three updates per week.

Articles of 1,000 to 2,000 words in length tend to rank higher on Google. If you can't sustain that many times per week, shorter articles will still produce results.

The important thing is, to create valuable content that patients want to engage with. If your patients value your content, so will Google. And if Google values your content, your patients will see it.

Writing the Blog Article

After all this planning, you have to sit down and write your blog articles. This is the basic process you need to follow.

80% of the Power of Your Article Is in the Title 

If the title isn’t interesting, then it won’t get clicked — no matter how good the rest of the article is. There are many different types of titles, but if you want one that almost always works, go with one that piques curiosity.

Don’t Post Right Away

Let your article sit overnight before you post it on your blog. This lets your subconscious mind do its work. Give your mind time to churn over ideas you might not have thought of while you were writing.

After you let your article sit overnight, read it through one more time. See if everything still makes sense. 

  • Is anything unclear or in need of more development?
  • Does the article flow well?
  • Is there anything that doesn’t support the main point of your article? 

You want to look for anything that breaks your flow, doesn’t make sense, or seems out of place. Trust your gut on this one.

Get Started

There’s a lot to learn, but don’t let it overwhelm you. Choose one topic and start writing. Take things slow and don’t add too much at one time. 

Write For TMA

If you’re looking for a simple and effective way to blog to your peers in medicine, the Texas Medical Association is always looking for submissions to its member blog, Blogged Arteries.

Blogged Arteries reaches more than 51,000 Texas physicians, making it a great platform to reach your colleagues.

Send submissions of no more than 1,500 words to Dave Doolittle, director of TMA’s physician publications, at david.doolittle[at]texmed[dot]org.

More Tips From TMA

TMA’s newly updated guide, Get Social: Put Your Practice on the Social Media Map, is designed to help physicians who have little to no experience with blogging and other social media. The guide isn’t just a technical overview of Twitter, Facebook, and Instagram, it’s an in-depth look at how to use social media to build awareness for your practice and grow its reputation online. And, just like many of TMA’s continuing medical education courses, it’s free to members thanks to a generous gift from the Texas Medical Association Insurance Trust.

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