Here are four reasons why your hospital should be blogging:
Build loyal relationships with your community. Regularly blog useful, interesting information and readers will return to your website again and again.
Humanize your organization. Blogging adds a personal touch to your hospital website that a list of services simply can’t. See what Seattle Mama Doc, Dr. Wendy Sue Swanson, has done for Seattle Children’s Hospital.
Give your leadership, staff, patients and community members a voice. Anna Roth, CEO of Contra Costa Regional Medical, is a great example.
Boost your Google rankings. Google search loves websites with fresh information, and blogging is a powerful way to accomplish that.
So, why are most hospitals hesitate to blog?
Blogging requires more thought and preparation than short Facebook posts or tweets, and to be successful, you need to post a blog at least once a week. Posting two or three times a week is even more effective. Add that to a lengthy list of daily tasks, and you can definitely feel overwhelmed.
Here are some tips to make blogging easier:
Develop an editorial calendar and stick to it.
Recruit a team of bloggers: CEOs, dietitians, educators, nurses, pharmacists, cancer survivors, new moms, board members, donors, grateful patients. They are all possible blog writers.
Keep your blog posts short—under 400 words—and to the point. Readers will appreciate it, and it will strengthen your writing.
Don’t worry about writing a blog masterpiece each time. Just do it.