Your blog is the perfect place to develop an online personality for your veterinary practice. While you should definitely use your blog as a place for client education, there are a few things you can do to keep your voice clear, compelling and fun – no matter what you write about.
A great way to generate fun, informational material is through content curation. Content curation is the process of using other people’s content to grow your own network and improve your online marketing. Using social content in this way can be highly effective, but simply posting links to other blogs or articles isn’t enough. To make curated content really work for you, you need to add your own spin to it, and these eight tips will help you do just that.[vc_single_image border_color=”blue” img_link_target=”_self” img_size=”large” image=”24944″ alignment=”center”]
#1: Voice your opinion.
People who don’t have an opinion are boring, warns Joshua Merritt of BMC Software. If you are going to brand yourself as a thought leader through curated content, you need to state an opinion on the content. If you agree with a post, say why. If you disagree, go ahead and share it, but let your audience know why you disagree.
#2: Don’t cushion the blow.
You don’t have to get barking mad about an issue online, but if you disagree with something you read or see – be honest about it. By opening a dialogue on an issue of pet health, you invite pet owners to engage with you on subjects that are important to them. That said, make sure to explain why you disagree with what you see.
#3: Justify your thoughts.
It’s not enough to disagree or rant about something just because it frustrates or annoys you. There’s a lot of inaccurate, misleading information out there about pet health, and while it’s tempting to call out every tidbit of inaccuracy you find, that can be off-putting for pet owners.
Try not to get overly upset about everything you see, and choose your battles wisely. If you can identify trends in misinformation, you’ll be able to justify your opinion to a more receptive audience while also positioning yourself as an expert.
#4: Do your research.
You’re a veterinarian, so it goes without saying that anything you write should be researched first for accuracy and authority. This isn’t just about creating accurate content in a world of Dr. Google, though.
It also helps to know your audience, so do some research on pet owners to learn what they need and want to know. For example, you could try running a satisfaction survey, or even have a suggestion jar on your reception desk so clients can drop off subjects while they’re waiting.
Everything you write on your blog should be value-oriented toward pet owners. Be relevant, or risk losing their attention.
#5: Keep it short.
Nobody has the time or desire to read an extremely long blog post, when the central point of any post can usually be summarized succinctly. Be concise and highlight the value of your information by reaching the point as quickly as possible without rushing the narrative. Use short sentences and clear language to make the content easier to digest for pet readers, avoiding any jargon that may cause a misunderstanding.
As for social media, remember that curated content is designed for social sharing, an inherently brief platform. Stating your opinion about an article in 140 characters or less is not easy, but if you can master this technique, you will see an increase in traffic to your site. People will be more inclined to click the link or re-tweet your comment when they see why you chose to share it.
#6: Use wrap-up posts.
A “wrap-up” post at the end of the week that links to some of the top content in your industry, with your own comment or two about it, positions you as an expert in your field. This may also garner some incoming links of your own from those you linked to. Forbes indicates this has been successful for some of the top blogs on the web.
#7: Think outside the box.
While most of the blog posts you publish will be directly related to your niche, putting up content outside of that box gives you a personality. Did you come across a funny video that has nothing to do with your site? Incorporate it into one of your posts, and give your readers a laugh. If your followers see your blog as entertaining and enlightening, not overly promotional, you are going to have a greater following.
#8: Be authentic.
Content curation without your personality is nothing more than spamming your lists with other people’s content. Throw your personality into the mix, and you create a resource that people trust and turn to for information. That is the difference between success and failure in the online marketing world.
With so many resources available, it can be difficult to stand out. Don’t be afraid to put yourself out there with real opinions, because authenticity is the one resource that people will recognize, appreciate and respond to. When you’re honest and real, your readers will respect and trust you accordingly. Armed with these eight tips for adding original thought to your blog posts and other marketing content, you can start to build a strong online personality for your veterinary practice that will become recognized, enjoyed and trusted by pet owners.
How do you add thoughts and opinions into your content? Let us know in the comments below!
