As veterinary professionals, we could fill entire books with the intricacies and nuances of veterinary medicine. Unfortunately, the same content that likely makes your eyes light up will make your blog-reading clients close theirs.
When a client opens your lengthy blog post, they find out you’re not offering fast answers, so they turn to the one who always does—Doctor Google. Your thorough, if nerdy, blog post has unintentionally driven your client straight to the quagmire of misinformation.
Keep your clients on your blog page and away from the search bar by writing your content in easily digestible, scannable portions. The quickest way to do this is by framing your post with a tried-and-true template. Start with our seven favorite blog post angles, and watch your readership soar.
#1: Numbered lists
Internet users love rankings and lists. By taking any meaty topic, and distilling it down to its most important points, you can deliver complex information in readable bites. Lists flow easily and are more likely to be read in full. A numbered list can be ranked by popularity (i.e., the countdown, or “best of” list), or listed in chronological order. Numbered lists are best for presenting:
- Complicated diseases — Top things you need to know, common warning signs, complications, disease progression
- Preventive care — Rank the many benefits of preventive screenings or wellness exams.
- New service promotions — List the reasons why your client should try your new boarding resort, sign up for training classes, or download your hospital app.
For added appeal, include the number in your title. Blog titles that include numbers have been proven more attractive to readers. For more enticement, select an odd number, or 10.
Clients who read your blog are invested in providing better pet care, so a step-by-step tutorial will certainly pique their interest. How-to blog posts are owner-empowering, and encourage clients to seek your practice for pet care and behavior advice, rather than a pet store associate.
To keep your post readable, focus on one skill or task per post. This will reduce your step total, and each step’s corresponding word count. Remember—nobody wants to read a 30-step guide to anything.
#3: Q&A or FAQ
Blog posts that address common questions help fill the knowledge gap for clients who are embarrassed or ashamed to ask during their pet’s appointment. Pet owners will appreciate an expert addressing popular pain points, and will be encouraged, knowing that other owners share the same concerns.
Your Q&A should be written in a consistent format, with specific questions, and concise but informative answers. Keep examples generic, so clients can see themselves in the story.
#4: Do’s and Don’ts
The do and don’t approach is an easy way to address home-care inaccuracies or bad habits by presenting a recognizable problem, and the solution. Split up the content in your “do” section with bullet points for multi-part answers, step-by-step guidance, or to provide multiple recommendations.
#5: Fun stories
Clients love learning what goes on behind the scenes, during surgery, or in the adjacent exam room. Let them spend a “day-in-the-life” with your veterinarians, technicians, or customer service team to read about an interesting case, a heroic save, or a team event or project. Writing insider blog posts will bond clients to your practice by helping them get to know your staff and your hospital vibe.
#6: The pet perspective
This one can be tricky, but it’s a fan favorite when executed correctly. Writing your blog post from the pet’s point of view can make your content fresh and creative. Keep your post readable, and not cringeworthy, with these tips:
- Avoid using a childish voice for your pet.
- Avoid phonetic spelling or intentional misspellings.
- Don’t over-indulge on sentiment or cuteness. Remember—you are writing to inform and entertain. Focus on the facts, but use the pet’s perspective to soften the edges.
#7: Myth busters
Are you tired of hearing what someone’s breeder/cousin/physician/neighbor/online forum friend told them about veterinary medicine? Use your blog as a platform to bust popular myths. Simply select your topic of choice, select five to seven common falsehoods, and provide factual answers. For further myth-busting power, cite your claims with direct links to research papers, online articles, or supplementary reading.
While fear can be a powerful motivator, remember to balance the tone of your post by providing positive solutions. End with an encouraging call-to-action whenever possible.
Selecting an angle for your blog post improves your readability by splitting up your content or taking a fresh perspective. Each small bite or piece of the narrative naturally draws the reader to the next, keeping them hooked to the end. If you’re still struggling to make blogging work for your practice, partner with the pros at Rumpus Writing and Editing.