(This article is a 6.5-minute read)
THREE THINGS YOU’LL GET FROM THIS ARTICLE
1. How to come up with unique ideas for your blog
2. How to turn those ideas into stories
3. The four things everyone wants to read on your blog
So you’ve started a vet blog. You have a plan to get better Google results, and more attention to your website. You’ve given some thought to the keywords you want to target. You’ve come up with some story ideas around your products and services. You may even started writing. But it all seems … I don’t know … same, same.
It’s hard to come up with unique story ideas. Writers have been struggling to do that for years. But it’s not impossible, and this article will explain how you can do it.
Any content you put out there is defined in two ways: who it’s by, and who it’s for. Any content you make will be unique to you, even if you’re writing about a topic that others have written about before. You have your own stories and opinions that can illustrate ideas.
Thinking about who it’s for, however, can really set you apart from everyone else. The way to do that is to picture a recent patient—let’s say it’s a cat with a weeping sore on it’s ear. Probably as a result of scratching itself to get rid of fleas.
I’m sure you’ve seen more than one of them. Now, picture the people who bought the cat in. Was it a family? Were there kids? Was it a young woman? What did they seem to do for a job?
Those people are the ones you are writing this post for. In fact, it often helps to write your article specifically for those very individuals. Start it off with, “Dear …” and their name, as if you’re writing a letter.
It may seem like a silly idea, but it works well. The great American writer, Tom Wolfe, did this as a way of starting his famous article (and book) about custom car culture. That, in turn, kicked off a whole new writing movement in the US in the 1960s. It works.
You can keep that idea in the back of your mind while you take the next step. You need to settle on some topics to write about. If one of your goals is to get better Google results, you should perhaps have a flick through our ebook on 100+ Keywords for Vets, which you can download from our website. You don’t have to, of course, but that book will give you ideas for the best time of year to write about certain topics on your vet blog, based on when people are searching for them in Google.
When you look over those keywords, certain cases you’ve had may come to mind. The lady who bought her cat in after it got hit by a car. The kids whose dog had suddenly collapsed. The goth with the pet raven that had stopped eating.
Each one of those cases is a possible story. For each one of them, think of a letter you could write to that owner. But before you start writing, there’s one more step …
Every individual who is reading your blog wants to get something out of it. They want to know how they (or their pet) can be healthier, wealthier, wiser, or wittier.
As the writer of the post, you already have your unique take on the subject. You already know who the ideal reader is. You have a broad idea of the subject matter.
The last step is to ask a question: What can I say to that reader about this topic that will impact their health, or wealth, or knowledge, or make them laugh?
In practice, that might mean writing a blog post on “what your cat is thinking when you give it a flea treatment”. Or “how smart is your gold fish, really?” Or “What your pug is really doing in the garden”.
Then open a blank page, and start with “Dear…” and that reader’s name.
Once you’ve finished typing, just delete that “Dear whoever” from the top, and give it a headline. You have yourself your first article that is completely unlike any other vet blog post on the Internet or anywhere else.
A vet blog can be all things to all people. It just can’t do that all the time. But to make it as appealing as possible to as broader group as possible, you have to address each individual post to a distinct group.
The easiest way to achieve that is to have one person in your mind who represents that group. Even if you’re picturing a distinct individual, there will be many other people just like that individual. They will get value from reading what you have to say.
And by giving them advice that makes them, or their pets, healthier, wealthier, wiser or wittier, they will not only love what you write. They’ll get something out of it. And that will make you their vet of choice when it comes to looking after their pets.