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How often should you blog to be effective?

  • Posted by Nigel Edelshain
  • On June 2, 2017
  • Blogging

“How often should I blog?” Type those words into Google and you’ll find more than half a billion-with-a-b results trying to answer that question. Everyone is looking for an answer to the same question, but with so many experts offering so much conflicting advice, it can be almost impossible to make sense of it all.

Coming up with a blogging plan can be an even bigger challenge for a hospital marketer. There are few hospital blogs to use as examples as you hone your own organization’s blogging strategy, and what works for a Fortune 500 company or for a small business might not be best for your audience.

Here’s how to design an editorial calendar that works for your blog.

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How a blog can help your online reputation

  • Posted by Nigel Edelshain
  • On May 1, 2017
  • Blogging, Online reputation management

Customers are writing about you online whether you like it or not and potential clients are reading what they have to say.

You can dig your head into the sand and pretend the Internet does not exist but that’s not likely to help your business. The smart move is to take the reins and manage your online reputation so that an inaccurate picture of your business is not painted online.

One way to do this is by publishing a blog. Here a couple of reasons why a blog is probably a smart move for your business.

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How to have a hospital blog and a life too

  • Posted by Nigel Edelshain
  • On February 18, 2017
  • Blogging

Just the thought of starting a blog is enough to make many hospital marketers run for the exit. You have no time already. How can you possibly add a blog and still have a life?

But you may also know there’s growing evidence that blogging produces results (see chart below from Hubspot).

You also know these results don’t come for free. It takes us on average 60-90 minutes to write a blog post. That’s a sizable investment in today’s harried business world.

One way to increase your chances of getting a good ROI from your blogging is to reuse the content you create in as many other formats as you can.

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Hospital marketing tip: patient personas

  • Posted by Nigel Edelshain
  • On February 4, 2017
  • Blogging

If I had to bet on one thing you have not done, this would be it: I’d bet you have not developed personas of your patients.

I’d bet on this because I’ve developed a persona of you. My persona of you says you have very little time. And with very little time available this is a step in marketing it’s very tempting to skip. (I’ve skipped this step many times myself and I’m in marketing too.)

But skipping this step is a bad idea.

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Hospital blogs: Are they worth writing?

  • Posted by Nigel Edelshain
  • On June 10, 2016
  • Blogging

I’m presenting a webinar in 2 weeks on the subject of hospital blogging. I thought I’d start the presentation by talking about the benefits of publishing a blog.

I’m sure you’re already aware that blogging takes a bunch of time. If something is going to soak up so much of our most valuable resource then it should really pay off.

So I got to work looking for data to show the benefits of blogging, especially the ROI. This post covers my findings.

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5 Tips for your Small Business Blog

  • Posted by Nigel Edelshain
  • On April 13, 2016
  • Blogging

According to research from Ignitespot, 61 percent of consumers bought something because they read about it on a blog.

Here are 5 things to consider for your small business blog.

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Physician marketing: 10-steps to serious online results

  • Posted by Nigel Edelshain
  • On April 1, 2016
  • Blogging, Digital advertising, Email marketing, Online reputation management, SEO, Social media, Websites

This week I’ve been working on our new physician marketing programs.

As I worked on these future marketing packages I realized that we should not only describe what physicians need to do to boost results but also give them a clear plan of how to get started and how to grow.

This post gives an overview of the digital marketing areas that should be addressed by a medical practice and the order in which they should be tackled.

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How to use long tail keywords on your hospital’s blog

  • Posted by Nigel Edelshain
  • On March 4, 2016
  • Blogging, SEO

If you have a blog, you’ve probably tried targeting some of the top keywords for your hospital’s specialties. But targeting only top keywords isn’t the most effective strategy.

You could be missing out on a lot of potential traffic—and potential patients—because it’s hard to rank for top healthcare keywords. And even if you could rank for all of them, those top keywords still account for only a small percentage of all searches.

Enter long tail keywords. Long tail keywords—phrases of three or four or even more words—have less search volume overall than shorter keywords, but it’s often easier to rank for them and the users you acquire from them are usually more likely to convert.

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What’s the perfect blog post length? Examining the data

  • Posted by Nigel Edelshain
  • On January 29, 2016
  • Blogging

A few weeks ago I was sitting at my desk writing one of these blog posts when I received an email from one of our editors. He said he had several new blog posts ready to go and I should review them before they were sent to the client.

So I stopped writing my post and hopped over to review the client’s posts (clients come first!). What I saw was not what I expected. In fact what I saw put me in such a state of uncertainty that I could not even start writing my blog post again.

Instead, I ended up conducting a few hours of research on the Internet. Finally, I gathered together enough data to shake me out of my writing paralysis. In fact, it inspired me to write an additional post—this one! Here’s what I found.

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How to have readers flock to your blog—Part 2

  • Posted by Nigel Edelshain
  • On January 18, 2016
  • Blogging

This is the second part of my post about driving more readers to your blog. (That is if you have a blog, our research shows only 40% of hospitals have one.)

Last week in part 1 of this post, I described three keys to getting more readers to your blog: knowing your reader, knowing the influencers in your space and making friends with these influencers.

In this post I lay out four more ways to grow your blog audience.

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