What is blogging, anyway?
If you’re anything like me, this is probably the hundredth website you have visited trying to figure out what on Earth a blog is, and perhaps more importantly, how to get started. And after scouring the Internet for what feels like hours, all you want are some answers. Fear not! I shall assist.
Think of a blog as your own personal journal.
Except, it’s not about you personally, it is representing your organization as a whole, and it’s online for the entire world to see. No pressure, right? Right!
You’ve probably been doing blogs for years without ever realizing it. Before you grew up, went to college, and got a professional position at (insert prestigious health organization here), at some point in your life, you probably had to write a diary entry or two. In a way, you’ve been logging facets of your experiences, values, and ideas forever, just on the old-fashioned pen and paper.
Take that practice, put it on the web, and presto! You’ve got yourself a blog!
Now, you’re probably asking: how do I specialize it to fit my organization and its goals? Good question.
The purpose of a blog – for health organizations – is to promote your organization, create awareness for your cause, and provide goods and services to your audience. Again, this may seem like an overwhelming and daunting task, but trust me, it isn’t impossible. Knowing the purpose and uses of this technology is the first step in creating a successful blog. What are the other steps, you ask? I’m so glad you did!
Blogging for your Organization: A How-To Guide
- Lay-out your Goals
- Ask yourself/your team: What do you want to accomplish with your blog, as a whole? What are you trying to promote, draw attention to, and/or provide your audience? What can you include in your blog to make it relevant in the future? Understanding your short and long term goals – AKA why you’re making a blog in the first place – will make the whole process a lot easier.
- Know your Target Market
- This is just a fancy way of saying know who you are trying to reach with your blog, and design it so that it is appealing for that specific audience. Big words and information overload is no way to earn teenage to young adult readers, if that’s your market, just like modern slang and bright flashing fonts are not going to attract doctors and other corporate professionals. Decide what demographic would benefit the most from your blog and your organization’s message, and design it to appeal to them.
- Timing is Everything
- Because of the fast-paced society we live in, our blogs can’t lag behind in the race. Blogs should be updated with every new development within your organization, even if it isn’t an Earth-shattering, major development. We get online to see the latest, greatest news and ideas. The more you blog, the better the likelihood that potential consumers will see your blogs, resulting in more exposure to your organization. The last thing you want for your health organization is for your blog to be sitting in stagnant water.
- Need an example? The CDC updates their blog consistently every few weeks, keeping their audience and their bloggers on their toes.
- Because of the fast-paced society we live in, our blogs can’t lag behind in the race. Blogs should be updated with every new development within your organization, even if it isn’t an Earth-shattering, major development. We get online to see the latest, greatest news and ideas. The more you blog, the better the likelihood that potential consumers will see your blogs, resulting in more exposure to your organization. The last thing you want for your health organization is for your blog to be sitting in stagnant water.
- Make it Eye-Catching
- There’s nothing worse than looking at a blog and seeing nothing but plain ol’ black and white text and background, with no pictures, no bullet points, and nothing making it “pop.” For me, without a visual stimulus, I hear nothing but the teacher from Ferris Bueller reading the text, then I mentally check out.
- Need an example? The Transitional Global Health blog of PLOS blogs does a fantastic job of grabbing the audience’s attention with captivating images without too bright of colors. It’s still professional, while making it readable.
- There’s nothing worse than looking at a blog and seeing nothing but plain ol’ black and white text and background, with no pictures, no bullet points, and nothing making it “pop.” For me, without a visual stimulus, I hear nothing but the teacher from Ferris Bueller reading the text, then I mentally check out.
- Be Concise
- I hate to be the one to tell you, but, very rarely does anyone actually read things through to the end anymore. Blame it on short attention spans or English teachers teaching us to “fluff” up our essays in high school. I bet right now you’re only getting a small gist of what I’m saying, and if I randomly said something like pineapples it would throw you completely. Understand that readers will skim your blog so be sure to highlight on the biggest points of your post. If it’s easy to read, and enjoyable to read at that, your audience will come back for more.
- “Brand” Your Blog
- Like everything else your organization releases, a blog is an extension of your organization. It is a reflection upon your message, your goals, and your reputation; your “brand,” if you will. Make your blog unique to your “brand” and stand out among your competitors. No matter what member of your organization is posting, decide on a consistent style and personality that will serve as your “brand.” For the same reason Coke drinkers are loyal to Coca-Cola over Pepsi, your audience will come back to your blog versus others.
- Need an example? The Susan G. Komen Breast Cancer Foundation has done an outstanding job at branding itself not only through a well-known logo and platform, but the blog itself is characterized by a story-telling style that is very personable and specific to their image, urging further readership.
- Like everything else your organization releases, a blog is an extension of your organization. It is a reflection upon your message, your goals, and your reputation; your “brand,” if you will. Make your blog unique to your “brand” and stand out among your competitors. No matter what member of your organization is posting, decide on a consistent style and personality that will serve as your “brand.” For the same reason Coke drinkers are loyal to Coca-Cola over Pepsi, your audience will come back to your blog versus others.
The More You Know…
Social media is the way of the future to promote any health organization, and blogging is just one of the many tools health organizations can harness to get themselves into the eyes of the public. And what better way to get to them than to go through what their eyes are glued to every day?
So many healthcare and other health field organizations have caught on to the genius of marketing themselves through blogs. They serve as a direct connection between your organization and your consumers, almost like two cans connected by string. But, in case after all the tips and tricks you’re still a skeptic, take a look.
Blogging: Wasn’t that easy?
I, myself, doubted the power of blogs, but there’s no denying the benefits they can have on your organization, if you do them correctly. Think about all you want your blog to accomplish, follow these tips to make readers keep coming back for more, and you’ll be amazed at the exposure your organization will receive.
The way I see it, you and your organization can become a well-oiled blogging machine, and still have, dare I say, a little fun along the way.
The Red Eye 