Write Fewer Posts – Your veterinary blog doesn’t have to have a new article every day in order for it to be successful. In fact, you really only need 2 posts per month, once every other week – a number that is completely manageable when scheduled out using an editorial calendar. If you really want to see more frequent content on your blog, consider using smaller announcement-type posts as filler on the weeks in between your regular blog articles. That way your veterinary blog is updated at least once per week, but it’s not overwhelming.
Use the Same Structure – You don’t have to change things up every time you write a new blog post. It’s perfectly acceptable to set up a template that you can use as a point of reference for drafting and formatting new posts. That way you’ll save time and effort, and can focus more on the content than on how it will be laid out on your blog. If you’re not quite sure how this template should be designed, reference our recent article about keywords and blog structure.
Take the Time to Brainstorm – Most of the time, it’s coming up with content ideas that is the most challenging task. Rather than trying to think of a new topic every time you sit down to write a blog post, instead take some time and brainstorm a list of topic ideas. A good number to aim for is 24 – which is basically a year’s worth of content if you’re following the 2 posts per month schedule. Once you have your list of topics, writing about them is the easy part.
Share the Workload – While it’s a good idea to have one person within the practice act as editor who will manage the veterinary blog, the job of actually writing the content should be something everyone plays a role in. The editor should simply assign topics to each person, providing them with a deadline for when the first draft is due. Then, all the editor has to do is proof it, format it and schedule it in the blog to be published. When everyone pitches in, the task of writing the content becomes much more manageable.
Build an Inventory – It’s always a good idea to build up a stock of articles that can be used in the future, either as filler material, or to take the place of another post that isn’t ready on time. That way you never fall behind and you always have a cushion to fall back on if the need arises. Ask each contributing writer to come up with one extra blog post each month, and file them away for future use as needed.
Managing your veterinary blog may seem like an overwhelming task, but it doesn’t have to be. With the right planning and preparation, and when everyone pitches in, you can keep your veterinary blog up to date with fresh, engaging content that will attract new business and help grow your practice.