Content Post Rules

Some basic thoughts of website, social and blog content:

BLOG POSTING RULES TO CONSIDER

  • Use a headline - How to ..., What are ..., Can I
  • Use subheads - to reinforce the reader's benefit implied or explicit in the headline
  • Use short paragraphs
  • 1st paragraph - tell them what you are going to tell them - 2 sentences
  • Use bullets, headings and short paragraphs for the body message
  • Last paragraph - summarise and call them to next step

GENERAL CONTENT PRINCIPLES

  • Images out trump words
  • Short is better than long
  • Remarkable yields better than interesting
  • Emotion out trumps facts
  • Readership and followership
  • Stories are better than explanation
  • Similes are often simpler than detail facts - https://www.youtube.com/watch?v=HF5FwuTE6bU
  • Short edited videos outperform most other content

FIRST STEP - ANSWER YOUR PATIENT QUESTIONS

  • Analyse what questions your patients are asking
  • Understand research versus decision questions
  • Categorise patients questions (awareness, consideration, decision and delight) refer attached Patient Journey
  • Celebrate their curiosity - no question is stupid