Your blog may largely consist of articles. The articles can be your opinion, your journey through the regulatory and funding landscape. Or they may be about the broader category of your product, such as type 2 diabetes, for example.
Here are some tips to keep in mind when you start crafting a new post. As we mentioned earlier, we are using the four foundations of trust for everything we do.
In other words, have empathy for your reader. Research shows that longer, more useful articles are ranking more highly in Google search results that quick, empty articles with a few keywords that have proliferated everywhere. Remember, quality over quantity.
Try to think from your reader’s point of view. What other questions will they have? Try to answer as many related queries and offer background information. If your reader doesn’t need to go to another source to answer another question they have, this will give them trust and your authority.
Write about your story. Why are you fighting Z? Why are you the one to develop X? What’s the personal connection. Get to the heart of the matter. You most likely have some professional experience in the healthcare world and qualification and credentials that have been indispensable. But that’s not the full story, is it?
Don’t shy away from giving some personality and emotion to your brand story. Mission and vision statements, the world over, get their power from telling and retelling their story. Use your story in your blog.
Use professional referencing and source credible statistics and experts to back up what you say.
Don’t shy away from sharing an opinion, however. You have experience and expertise and your readers want to hear what YOU think about these topics.
Students of journalism are taught an amusing set of principles.
- The first is: Check you spelling.
- The second is: Avoid cliches like the plague.
Make sure you use your spell checker and proofread your content. Online Chrome extension, Grammar.li is helpful at picking inconsistencies you can easily miss, even if you have excellent spelling and punctuation most of the time. We all get ‘typo blind’ when we have spent a long time on something.
The expression in advertising is ‘Confusion is Death’. If that’s too extreme for you, here is another way of putting it. If you confuse them, you lose them.
It’s so important that people can understand your content. How can you make complicated material easier to understand? For a start, avoid jargon. At least, explain what it means up front. Imagine you are explaining your product to your 12-year-old niece.
She’s smart, so you don’t need to dumb it down, you just need to break concepts into simple chunks.
If you have very long sentences, consider breaking them down into shorter ones. This can make it much easier for a reader to comprehend.
Try this at home
The test is whether your 12-year-old niece can explain to someone else what your article was about. Can she? This is something you can try at home. Enlist expert help from your kids, nephews and nieces, the neighbour, or anyone who knows nothing about your subject. Of course, they don’t need to be twelve.
Do you have someone who can read your draft and then tell you what it was about? If they can’t, then your writing isn’t clear enough.
Sometimes, yes, we need to use jargon. We need to be able to explain what the term means or not use it. Remember that when people are confused, they won’t necessarily look up the answer, or contact you for clarification, they’re out of there, probably never to return.
When we confuse, we don’t make people feel good. Quality writing isn’t just about clearly explaining things, it’s about building helpful, empathetic, and showing the humility that’s present in all credible sources. It gives your reader understanding and they give you respect.
These tips will help you craft content that your reader will not only be educated by but will enjoy. You might also enjoy writing for your audience, too. These tips of being helpful, showing authenticity, authority and with clear language, will go a long way to supporting your brand as a being worthy of trust.
Top Photo by Glenn Carstons-Peters on Unsplash