In a recent blog post we discussed the importance of writing blog articles for your veterinary practice. Yet simply posting regularly isn’t necessarily enough to have an impact on your online presence. It’s the content within those posts that will truly draw people in and, more importantly, keep them coming back for more. That said, let’s take a look at a few of the reasons why great content is so important to your veterinary blog.
Great Content is Linkable – One of the most important components of search engine optimization is getting quality incoming links to your site. When you produce great content that is useful, engaging and entertaining to your audience, people will naturally want to link back to it. Each and every link you get to your veterinary blog is another note to Google that you are an authority in your industry, which will in turn better your position within the search rankings.
Content is What Readers Really Want – No matter how pretty you make your posts, no matter how many nice graphics you use, or how perfectly you lay it out – what it all boils down to is what’s actually in the content that your readers will value. Of course you want to make your veterinary blog look professional and dynamic so that your web visitors get a great first impression, but it’s the great content that you offer to them that will keep them on your page and encourage them to come back again and again.
Many Readers Won’t Even Get to Your Blog – Tools like RSS feeds and email marketing make it easy for people to access your content without ever having to physically go to your veterinary blog. What this means is that the only thing these clients and prospects will see is your content. They won’t see the nicely designed header or the intriguing conversation that’s taking place in the comments below your blog article – they’ll only see the substance within the article itself, so it has to be good enough to make them want to keep reading.
People Naturally Want to Share Great Content – Web marketers call it “going viral’, but what it really means in simple terms is content that is being shared across many online channels. When you produce quality content that your readers enjoy and find useful, they are more likely to share that content with their own networks, thereby increasing the visibility of your practice exponentially.
So, now that you know the reasons why producing quality content for your veterinary blog is so important, it’s time to get to work. Create a list of relevant topics that you feel your audience would find valuable. Think about the hot points that your clients or prospects are facing and develop content around that. Start a conversation, answer a question, solve a problem – be an expert.
Once you have your list of topics and have scheduled them into your editorial calendar, you can begin to focus on producing that fantastic content that will engage existing readers and attract new ones, turning your veterinary blog into a powerful client-generating machine.