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    4 tips for getting your blog to stand out among the clutter

    Blogging quantity not always as important as quality

    Are you wondering how to make your dermatology blog stand out? Do you worry that blogging too much might overwhelm your patients, and add to the content clutter “out there”?

    One of the downsides of blogging too much is that you can lose focus, and start to produce information carelessly. Building your “dermatology library” won’t help your marketing efforts at all. In fact, it may have the opposite effect of diluting your core message and distracting your patients and prospects.

    As a busy doctor, you’ll be relieved to know that quantity is not always as important as quality. That is not to say that you can get away with publishing a blog post here and there, or “if we have time.” No such thing. In fact, consistency is one of the pillars of successful blogging.

    The answer for you might be to post more thoughtful articles, less frequently. If you can aim for imaginative, educational, and perhaps even a little provocative content (Dr. Kevin Pho does this!), then you’ll stand out like a lighthouse for the lost.

    Here are four tips to make your dermatology blog stand out and break through the clutter:

    1. Keep it short and compelling

    How long should an article be — 500 words or 1,000? C.C. Chapman, co-author of “Content Rules,” is a big proponent of the “miniskirt approach” — enough content to cover the essentials, but still keep it interesting.

    In 1997, the Nielsen Research Group published a report on how people read online content. It turns out, they don’t! Instead they scan a page, picking out individual words and sentences. That means your blog articles must be relevant and concise. So in addition to keeping it short and compelling, try to:

    • Highlight keywords;
    • Use meaningful subheadings (not “clever” ones);
    • Use bulleted lists;
    • Have one idea per paragraph.

    Next: Stay focused



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