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Content Writing for Web


Write for medium tail keywords.

  • Establish what terms each page is trying to rank for.
  • This is usually 2-4 words (long tail would be 4-7).
  • Examples:
    • Example: Short tail – Hospitals
    • Example: Medium tail – Rural Community Hospitals
    • Example: Long tail – Rural and community hospitals in Texas

Blog Posts

  • Include emotion words
    • Sometimes it doesn’t make sense to use emotion words, but whenever it makes sense, do so in a professional manner.
  • In the headline of a resource, add the type of asset with a colon.
    • Example: Infographic: EHR Hosting Best Practices
  • Use numbers in headlines
    • Numbers stand out to viewers and give them a clear explanation of what to expect in the article.
      Example: 5 Ways to Solve for RCM.
  • Include power words
  • Example: Proven, results, save
  • Word count for page: 300 (minimum) to 2,000+
    • Use short intros – 5-10 sentences max
    • Break up content – Possible subhead every 200 words
  • Use Latent Semantic Indexing (LSI) words in copy.
    • LSI keywords are words or phrases that are semantically related to each other to help support the weight of the term you optimized for.
    • Example: Electronic Health Record - LSI variations: electronic health record vendors, ehr systems, benefits of Electronic Health Records:

Writing Guidelines

When writing for a blog, follow the style points outlined in the Voice and Tone, and Style Preference and Mechanics Sections of this document. Here are some more general pointers, too.

  • Be casual, but smart and engaging with conversational language.
  • Be specific with data and information that helps readers fully understand the context.
  • Get to the point as soon as possible because blogs should be scannable and not be cumbersome to read.
  • Break up your paragraphs into three or four sentences and use subheadings to increase readability.
  • Links to references.
  • Add keywords in the intro, middle, and end that apply to your blog.
  • Include images in your blog posts where it makes sense.

Rev. date 06/10/2020