First, we can look at what has worked in the health care industry. Dive into the analytics and see what stories consistently did the best and write more like that.
Barring access to Google Analytics, take a look at the number of comments on a story or the impact it made on Facebook and other social platforms. If it brought in a lot of eyeballs and had the right amount of engagement, that’s a winner. Do more of it and do it better.
Second, try to figure out what we’re missing that you’d like to see more of. If you’re living the medical content life, then you’ll know. More technology stuff? More medical law coverage? More powerful clinician stories? If you’d read it, the chances are, the audience read will too.
Third, break the news. There’s no better way to earn traffic and audience than to break the news that affects them. Whether it’s a new health care reform policy for the in-home health agencies, you break it, you win.
The one caveat here is that you have to try to answer the “who cares” question — in other words, the more people that care, the better your story will be.
Breaking a story on new rules for the in-home health care might not resonate as well as for clinicians not currently working in the industry. See what we mean?
In the end, if you’re living and breathing this type of content, your gut will nine times out of 10 tell you what’ll work.
Article archetypes include eight article formats that have proven successful.