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Elizabeth Hanes BSN, RN

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Elizabeth Hanes has 12 years experience as a BSN, RN and specializes in Freelance Writer, 'the nurse who knows content'.

I'm an RN but make my living as a freelance writer. I produce health articles, patient information, web pages, blog posts, video scripts - and so much more - on behalf of clients like hospitals, health systems, insurers and digital magazines. I work from home, set my own hours and find plenty of time to care for my elderly mother, go to the gym, take vacation, fill my house with antiques....

TL;Dr: Life is sweet!

RN2 Writer

Don’t just dream about becoming a writer. Start today!

The “Ultimate Health Journalism Basics for Nurses” workshop from RN2writer [GO HERE: https://rn2writer.com/workshops/ultimate-health-journalism-basics-for-nurses-workshop/] gives you all the tools you need to launch a lucrative career as a health reporter.

PLUS: Nurses who successfully complete the workshop will receive an introduction to the editorial teams at allnurses.com and MyHealthTeams, with the potential opportunity to write their first paid articles and see their name in print!

Through lessons and one-on-one coaching, you’ll learn:

  • The process of freelance reporting from start to finish
  • How to come up with article ideas editors will be eager to purchase
  • How to pitch your ideas to editors
  • Where to find (and how to interview) subject matter experts
  • How to write a solid health article that makes your editor want to assign even more stories
  • Basic principles for setting up your freelance writing business

…and much more!

Your teacher and coach is Elizabeth Hanes RN, who built a six-figure writing business in her spare time. Major brands like Healthgrades, WebMD and Anthem keep her number on speed dial, and now she’s devoting her talents to helping other nurses – like you –build and grow lucrative businesses that give them financial and personal freedom.

So ditch the office politics for a career that lets you use your nursing skills to help millions of people – and puts plenty of money in your pocket, too. Sample the first lesson for FREE!

Elizabeth Hanes's Latest Activity

  1. Elizabeth Hanes

    3 Writing Skills Every Nurse Entrepreneur Should Master

    You are welcome! I'm glad to know these tips help! Beth You're welcome! Let me know if you have any questions about these tips! Beth
  2. Communicating with your target audience – whether through your website or blog posts or social media – can generate leads and increase conversions for your nurse-owned business. And, sure, you can hire a professional writer to do this content creation for you, but many nurse entrepreneurs don’t have the budget for that early in the life of their business. If you’re a nurse entrepreneur who falls into the DIY-content-creation camp, I’d like to share three skills that can help you write content quickly and painlessly. 1. Outlining If this brings up horrible memories of freshman English class, relax. Outlines do not have to be formal documents that involve the use of Roman numerals. When I say “outlining,” I’m really talking about sketching out your composition on paper before you start writing. Let’s say you’re going to write a blog post. You’ll be a more efficient writer if you take five minutes and jot down these points: Focus/topic of the post Format of the post (narrative, list, etc.) Main point you want to get across A couple of sub-points that support your main point, if you want I went through this process before I began writing this very article. I decided to write on the topic of “writing skills every nurse entrepreneur should master.” Then I determined this article would benefit from a “list” format (hence: “three writing skills…”). Then I considered what my main point should be: “help nurse entrepreneurs write content quickly and painlessly.” Lastly, I decided I would not include any sub-points, because the three skills in the list can stand on their own. That wasn’t too painful, was it? 2. Pre-writing Once you’ve outlined your composition, take a moment to consider what research you need to conduct before you start writing. Using the example of a blog post, what pre-writing activities should you perform to support your point(s)? Pre-writing activities include things like: Reading expert articles or news coverage on the topic Finding and reading research studies Looking up statistical information Finding resources to link to in your piece Interviewing sources Watching expert interviews or webinars and taking notes Creating a more detailed outline or roadmap for your writing By taking time to perform these types of pre-writing activities before you sit down at the keyboard, you’ll enjoy a smoother, uninterrupted writing process because you won’t have to stop periodically to look up a statistic or source to validate some point you’re making. Plus, your first draft will be much stronger and require less editing. 3. Lousy first drafts I work with nurses who are pursuing freelance writing careers, and some of them get very uptight about achieving perfection in the first draft of an article, blog post or whatever. That’s a sure way to reinforce the idea that writing is a painful, torturous activity. To counter this, I recommend taking the reverse approach: aim for a really lousy first draft. This advice comes from Anne Lamott, and I’ve employed it successfully throughout my career. Basically, use the first draft as a means to quickly get your thoughts down on paper, following the outline you originally created. Don’t worry about the elegance of your prose or whether you used too much passive voice or if you nailed the grammar. Instead, focus on simply getting the idea down. On the second (or third or fourth…) pass, you can smooth out the grammar and transitions, convert some of the passive voice to active and generally clean everything up into something you can be proud to publish. If you’re a nurse entrepreneur who creates her own business content, my hat’s off to you! I hope these tips will help you become a more efficient and confident writer moving forward.
  3. Elizabeth Hanes

    23 Ways to Market Your Freelance Writing Business

    You are very welcome!
  4. Among the first questions any nurse asks me about being a freelance writer is: Can you really make money at that? Usually I chuckle before replying, “Oh, yes. You definitely can make money at that.” But you can’t make any money as a writer unless you find a client willing to pay you. Marketing is the name of the game, especially when you’re first starting out. Then the question becomes how should I market my business? I can think of 100 things I could do to attract a client, so how do I narrow down that list into something manageable? I have 23 suggestions for you… Marketing Strategies for Nurses Who Write1. Write some articles for allnurses.com to develop your skills and generate some search juice for your byline. 2. Send story pitches to likely editors. 3. Take your own hospital’s marketing director out to lunch and express an interest in writing for her. 4. Reach out to organizations you’ve written for in the past, even in a charity capacity. 5. Network with other writers to share leads. 6. Network on LinkedIn by making strategic connections and also by publishing articles related to your writing specialty. 7. Contact healthcare marketing agencies. 8. Check reputable job boards like JournalismJobs.com https://www.journalismjobs.com/ for freelance gigs and also to identify publications to pitch health stories to. * 9. Publish a blog to demonstrate your expertise. 10. Publish a periodic (quarterly is fine) newsletter with updates about your business and articles of relevance to your subscribers. 11. Attend local business functions, such as Chamber of Commerce events and other in-person networking opportunities. 12. Attend a writers’ conference, such as the Association of Health Care Journalists’ annual event, where you can meet editors in person. 13. Set up social media accounts for your business. ** 14. Offer to speak to local marketing organizations and other entities on topics like how to develop a content marketing plan. 15. Author well-placed guest posts or articles. 16. Mail postcards to local marketing directors. 17. Contact editors of university publications, especially alumni magazines and medical school mags. 18. Send letters of introduction by email to prospective clients. 19. Build a website that draws inquiries from prospects. 20. Offer a free download (ebook, white paper, case study – whatever) in exchange for adding a contact to your mailing list. 21. Participate in relevant groups on LinkedIn and Facebook. 22. Serve as an expert source for a journalist when it’s a good fit. *** 23. Join writers’ associations, set up a public profile (where available) and participate in their forums. A couple of likely candidates are AHCJ and AMWA (https://www.amwa.org). * I recommend staying away from freelance marketplaces like Upwork, which tend to proffer extremely low-paying “opportunities.” ** The key here is to do this strategically. Use business social media accounts strictly for business: posting links, commenting on relevant posts, curating business-related links – that sort of thing. *** Be sure to mention your business in any interview! As I said, there may be thousands of ways to market your freelance writing business, but these 23 strategies should help you get started. Which marketing tactics have you found most effective? Please share them in the comments!
  5. Elizabeth Hanes

    Nurses: This One Tiny Writing Tweak Makes Your Articles More Engaging

    I didn't get quite so granular as "divide into paragraphs" (always excellent advice!), but I did delve into a little bit about formatting articles in a different post on the topic: https://allnurses.com/how-format-article-digital-publication-t714256/ Mastering grammar and punctuation can be challenging, but I do agree it undermines a person's credibility if they cannot communicate well in writing. An excellent resource for refreshing one's memory about these basics is the Purdue Owl Lab. Thanks for your comments! Beth
  6. For a writer, nothing beats the feeling of posting an article at allnurses.com and watching the “views” ratchet up and up and up, followed by seeing the replies (comments) unfurl into a long thread. Publishing a popular article provides a rush that feels almost addictive. On the flip side, though, if you consistently post boring articles, people soon will stop reading anything new you publish. Cue the sad trombone: womp, womp, waaaahhhh. Make Your Articles More Engaging by Using Active Voice One of the tricks pro writers like me use to craft more interesting and engaging articles is to use a grammar element you may vaguely remember from 8th grade English class: active voice. Don’t worry, I’m not about to launch into a boring grammar lesson! But I do want to explain what active voice is and why it will help your articles attract more views and comments. American English offers writers two “voices” to choose from: active and passive. You’ll be extremely familiar with passive voice if you have ever read a research study or had to produce a paper in nursing school. In passive voice, the “actor” or “doer” of the action isn’t identified, and passive voice also tends to use past-tense, "state of being" type verbs, such as “was,” “were” and “had been.” Here’s an example: Reading sentences like this may cause you to ask yourself: Who gave the patients lisinopril? What lowered the blood pressure? Academic and research writing seems to promote passive voice over active, and I don’t know why. At any rate, active voice is livelier and clearer, and you can use it in your articles to engage and entertain more readers. In active voice, the “doer” is always clearly identified. Here’s how I would rewrite the example sentences using active voice: Here, we know precisely who gave the lisinopril, in contrast to the passive voice example where apparently the med was administered by some mystery individual. We also know the drug brought down the patients’ blood pressure. Choosing Strong Verbs Not only does active voice identify the “doer” in every sentence but it almost forces you to choose strong verbs. Strong verbs help the reader draw a picture of the action in her mind's-eye, which is what I mean when I talk about writing more “engaging” articles. Compare these two examples: Passive Voice Active Voice Which of these scenarios paints a more vivid picture in your mind? Which of these can you instantly envision? The passive voice example uses weak verbs: was, had arrived, went off, could be heard. The active voice example uses robust, active verbs: scurried, wheel, took down, shuttering, shouted, kicked on, flooded. How to Incorporate Active Voice in Your Articles After I write an article, I review it sentence by sentence to evaluate the language I’ve used. Many times I’ll find my articles contain much more passive voice than I’d like. I simply edit each line to make it clearer (by identifying the “doer”) and more vivid by choosing active verbs. If you use this strategy, too, I think you’ll find readers eagerly await each article you publish, garnering many views and comments. In fact, why not pop over to the Trending Nursing Articles page and look at which articles are receiving the most views, comments, and shares – and why. Is it strictly because of the subject matter, or does the great writing have something to do with it, too?
  7. Many nurses begin their writing careers by reporting stories on health, healthcare, nursing and other topics that feel comfortable to them, given their clinical background. If you’re pursuing that route – such as by publishing articles here at allnurses.com – you should follow some formatting guidelines that organize your story and make it easier to read. First, a little terminology lesson. Journalism has its own lingo that you should become aware of (if you’re not already): Body: refers to the portion of the story between the lead and the conclusion Byline: the author’s name as published on the article (“By, Elizabeth Hanes”) Five Ws: Who, What, When, Where, Why (and usually How) Head (sometimes “hed”): short for “headline” Inverted pyramid: style of article construction that captures the most important information at the very top Lead (also “lede”): the first few sentences or paragraphs of the story News peg: timely news story that provides the basis for your own article Primary source: a real person (expert), or an original document (such as a research study) Secondary source: anything other than a primary source, including websites, books, news reports (other than eyewitness accounts), etc. Subhead (also “subhed”): short for subheading Now that you have a handle on some of this terminology, let’s look at how to organize an article using heds and subheds for a site like allnurses.com. Write Using the Inverted Pyramid Style Let’s say you saw new research that found drinking low-fat milk is associated with slowed biological aging in adults, and you want to use this as a news peg to write an article about this study for nurses who work in adult nutrition. To construct a news story, you need to use the inverted pyramid style and put the most important information at the top. STEP 1 The Head Write a headline that captures the most important facts of your story. In essence, anyone should be able to read your headline and understand what the article is about even if they don’t read another word. So, maybe your headline is something like: “New Study Finds Low-Fat Milk is Associated with Reduced Biological Aging Among Adults Who Drink Milk Daily” Your headline does not need to “tease” or be “clickbait.” For news reporting, avoid headlines like: “What Does New Research Say About Adults Who Drink Low-Fat Milk?” Yes, that sort of hed might draw clicks, but as a reporter your main focus should be on informing the reader. STEP 2 The Lead For straight news reporting in the inverted pyramid style, your lede should capture most of the Five Ws within just a few sentences. If you read the story at the link above, you’ll see this is exactly how the article is constructed. The lede captures: Who: 5,834 U.S. adults who drink low-fat milk daily What: Exhibit longer telomeres, which are associated with reduced aging When: research published January 15, 2020 Where: Brigham Young University Why: To investigate whether milk fat has any impact on biological aging in adults How: Through a study of daily milk drinkers The Who, What, When, and Where are included in the opening paragraph of the article. If a reader had to stop at that point, he or she still would have the gist of what the research found. STEP 3 The Body After you’ve crafted your story’s lede, you can insert a subhed to alert the reader about what information will be contained in the next section. For instance, the story at the link might have included a subhed that read: What is Telomere Length? Then, go on to explain to the reader what telomeres are, how they relate to biological aging and how milk fat appears to affect them. You can continue inserting subheds to walk the reader through the remaining parts of the article. Under each subhed, write one to three short paragraphs that expand on the topic of the subhed and then segue into the next subhed. Example subheds you could use in this article: How the Study was Conducted Implications of the Study for Adults Who Drink Milk What Should Nurses Tell their Adult Patients who Consume Dairy? That final subhed represents how you can “slant” (personalize) the article for the audience at allnurses.com, and it also provides an area for discussing the findings or adding context. For instance, you might quote one or more experts who question or disagree with the study’s findings. Or you might interview additional primary sources, such as fellow nurses or RDs, about how they plan to use (or not) this information – and then publish their quotes. STEP 4 The Conclusion Straight news stories often lack any sort of elaborate conclusion. However, you can show off your reporting chops by using a quote that ties the ending back to the beginning, or by recapping the study’s conclusions in a sentence. That way, the reader who skimmed through the whole thing will still have the gist of the article. The great thing about mastering the inverted pyramid style is that it provides you with a solid foundation for organizing any type of story and ensures you never omit an important detail. Even when you branch out into feature writing or content writing, you can rely on the inverted pyramid to help you tell any story you want.
  8. Elizabeth Hanes

    Opinions on a business venture.

    Congratulations on developing an idea to become a solo practitioner! It's an exciting experience, I'm sure. I'm not a lawyer, and I, personally, would consult one before ever venturing into a clinical practice. That said, have you considered hanging a shingle as a "coach" who specializes in "psychiatric wellness," as opposed to opening a more traditional type of clinical practice? Some advantages I could see are: limited liability; no risk of running afoul of any practice acts; no need for a physician collaborator. Health and wellness coaching is a multibillion (with a B) dollar industry these days, and someone with an advanced nursing degree who specializes in mental health certainly could grow a very satisfying practice. Wishing you all the best with this exciting new venture! Beth
  9. What Does it Mean to Be a Source? Journalists constantly require sources (people) to provide expert information and quotes for their stories. As a nurse who owns a business, you can bring a unique perspective to a journalist’s story about some newsworthy event in your line of work. For instance, if a journalist is working on a story about the staffing difficulties hospitals face during the nursing shortage, that journalist might welcome the input of a nurse who owns a healthcare staffing agency - because she's likely seen both sides of that coin. When you agree to serve a source, you allow the journalist to interview you and use your quotes without compensation. The “compensation” to you will be having your business name in the publication. You may also be asked to provide a photograph (headshot or something else) to help illustrate the article. This free publicity is worth its weight in gold, because: It positions you as an expert It raises the profile of your business Being quoted in a news article confers credibility in the eyes of your target audience It costs you nothing but a few minutes of time Think about it. When you see an expert quoted frequently in the media, don’t you tend to think they must be the top person in their field? Your customers will think that about you, too, if you regularly serve as a source to journalists. How to Become a Source To get started working with journalists, you can pursue several courses of action: Send press releases about your business regularly to editors and reporters at your local news outlets (but only if you have something truly newsworthy to announce) Register with PR Newswire PR Newswire (involves a fee) Register with Help A Reporter Out (aka “HARO” – fee-based) Follow and engage with reporters on Twitter.com Connect with journalists on LinkedIn It’s also perfectly acceptable to contact reporters directly to offer yourself as a source. For instance, if you routinely read a particular trade publication, feel free to contact any of the reporters (but not all of them) with a simple note to say, “I enjoy your work on X topic and want to offer myself as a source if you ever need background or a quote on Y (your particular topic of expertise).” How To Be A Great Source Working with journalists is all about cultivating relationships. If you’d like to become a source that reporters turn to again and again, follow these tips: STEP 1 Be available. Journalists often work on very tight deadlines (sometimes the same day), so try to make time to take a brief phone call on short notice. Also, if you arrange an interview appointment, be sure to have your phone in hand to take the call. Journalists (myself included) find it incredibly annoying when we call and call at the appointed hour only to have our call go to voicemail repeatedly. STEP 2 Don’t ask for payment or compensation of any kind. It’s unethical for a journalist to pay a source or to offer any kind of non-cash compensation. Please don’t request it. STEP 3 Don’t ask or expect to review your quotes or the story prior to publication. When being interviewed, take your time to respond to the reporter’s questions. Choose your words deliberately. And then do not request to review or revise your quotes later because you wish you’d said something else. Legitimate journalists never allow sources to review the story or their quotes. STEP 4 Be courteous. In my life as a health reporter, I’ve interviewed some surgeons that certainly would qualify as “pompous asses.” Don’t be them. If a journalist asks you a question you consider “dumb” or “beneath you,” please remember that a reporter’s job is to obtain as much information as possible, sometimes including very basic facts about the topic. STEP 5 Offer additional resources. The best sources do a bit of research in advance, when possible, and point the journalist toward websites or professional associations where they can obtain background information, or they offer their own PDFs or slide decks from lectures or anything else of value related to the subject matter. Questions about how to become a great source for reporters? Post your questions below!
  10. Elizabeth Hanes

    Exploring the World of Freelance Writing for Nurses

    Echoing what the lovely Mary said. Allnurses represents a wonderful opportunity for nurses to learn how to write for publication, what an editorial process looks like, and much more. It's the best place I know to get your feet wet! Wishing you much success! Beth
  11. Elizabeth Hanes

    What is Content Marketing for Nurse Entrepreneurs?

    Oh, that sounds like a fantastic business opportunity! Well done. I'm so happy you found the article valuable. That's music to my ears. Wishing you much success! Beth
  12. As nurses, we bring a lot of skills to the table that help us succeed as entrepreneurs. We’re disciplined. We’re focused. We’re detail-oriented. But there’s one particular nursing skill you can harness to drive business success, no matter what business you’re in: your ability to prioritize with great proficiency. The Key to Maximizing Your Revenue as a Nurse Entrepreneur In a nutshell, the key to increasing your business revenue is efficiency. The more efficient your operations, the more clients you can serve – and the more money you can bring in. And the key to efficiency is the ability to prioritize your workload. As nurses, we’re masters of that. When I started out as a nurse, for example, I learned to review each patient’s meds, care needs, etc., and then mentally organize these tasks into a prioritized list, starting with the most urgent item and working downward to the task that least required my immediate attention. You can apply these same principles of prioritization to your business life to achieve greater success this year – and in years to come. Focus on This One Nursing Skill to Achieve Business Success You can find a million resources online about time management (prioritization) for small business owners. The secret is to find the system that works for you and then to use it consistently. Fortunately, prioritization doesn’t have to be complicated. In my business as a freelance writer, I prioritize based on three broad categories: Client work Marketing Administration Within each of these categories lie multiple projects that also need to be prioritized. For instance, the next scheduled deadline always holds the top priority on my list, because I never want to fail my clients by not delivering on time. This means if I have an assignment due tomorrow, you can bet I’m working on it today. And sometimes these projects include a number of sub-tasks that also need to be prioritized. If I’m writing a white paper with a deadline three weeks from now, I need to backward-schedule the intermediate deadlines, such as performing the research, writing the draft, and so on. As another example, the marketing bucket holds multiple, ongoing projects, such as researching prospective clients and sending a Letter of Introduction to each one. Your marketing bucket likely includes ongoing initiatives, too, with many moving parts and intermediate tasks. By learning to prioritize all of these tasks on a routine basis, you can become much more efficient and generate more revenue as a result. Low Priority Doesn’t Mean No Priority If you write out a list of all the business tasks that require your attention, you might quickly become overwhelmed, which makes it easy to ignore all those low-priority projects (hello, filing!) you don’t really want to work on, anyway. Don’t fall into that trap. Instead, develop a system that ensures even your low-priority tasks get accomplished regularly. For example, I spend up to half an hour every Friday afternoon clearing out my digital inbox. It’s a tedious task that I loathe performing, but it helps me ensure I never fail to respond to an important email. By regularly scheduling this low-priority administrative task, I keep my business on track for success. So, how can you begin learning to apply your nursing prioritization skills to your business? Try these resources, for a start: 7 Practical Methods for How to Prioritize Work How to Prioritize Work When Everything is #1 Time Crunch: An Entrepreneur's Guide to Prioritizing Your Tasks As master prioritizers, nurses start their entrepreneurial careers leaps and bounds ahead of folks from other occupations that don’t demand the high level of efficiency required of nurses. When you transfer your deep understanding of prioritization from nursing to your business, you’ve set yourself up for quicker, greater business success. What strategies do you use to prioritize your business life? Please post your best tips in the comments!
  13. Elizabeth Hanes

    Exploring the World of Freelance Writing for Nurses

    There is no reason at all why an LPN could not become a freelance writer. In fact, most of the healthcare writers I know have no clinical degree or license at all. Any sort of clinical credential gives a writer a huge competitive advantage. Beth Awesome! And thank you for responding with your personal experience to @Iheartnursing! You are so right that a clinician's first-hand knowledge conveys a great competitive advantage over other writers. Beth
  14. Elizabeth Hanes

    What is Content Marketing for Nurse Entrepreneurs?

    Hi Sean! Thank you for your kind words. You're clearly an intuitive marketer, since you have been doing many of these things but didn't view them as marketing initiatives. That's fabulous! What is your business? Are you self-employed? I'd love to hear more! Beth
  15. Elizabeth Hanes

    What is Content Marketing for Nurse Entrepreneurs?

    Hi, RNat55! It sounds like you're off to a great start - and I love your tagline! Glad you've found this post useful. I hope you'll consider submitting articles to allnurses.com as a way to get excellent, credible work samples for yourself! Beth
  16. Because I work as a content marketer, I often forget that other nurse entrepreneurs might only know the term “content marketing” as a buzzphrase. That’s unfortunate, because content marketing represents the easiest, least expensive way any nurse can promote her business. In fact, if you possess the writing chops, you even can produce your own content marketing assets and save the cost of a writer (like me)! What is Content Marketing?The Content Marketing Institute defines content marketing this way: Sounds pretty. But what does it really mean? Simply put, content marketing consists of various assets (blog posts, white papers, web page copy) that provide your prospective clients with information that’s valuable to their situation, relevant to the problems they face, and that positions you (or your product/service) as the best solution to their issues – which leads them to become your client. If that still sounds convoluted, let’s use blogging to illustrate how content marketing works. Perhaps the best recognized example of content marketing is the humble blog. I don’t want to imply that every nurse entrepreneur should run out and start a blog. That’s not the case. Your marketing should be driven by strategy, and if a blog doesn’t fit within your strategy, then you shouldn’t waste time pursuing it. But for the purposes of illustration, I’ll use blogging because it epitomizes the definition of content marketing. A blog can provide prospective clients with: Valuable information that is…Relevant to their situation and the problem(s) they’re facing, and…Positions you (or your product/service) as an authority on the subject who can best solve their problem(s) for them.For example, let’s say you’ve decided to set up shop as a geriatric care manager (GCM). Who is your ideal client? Possibly a daughter who lives distant from her elderly mother, who has multiple health issues. Your blog can provide regularly published posts for that daughter that cover topics that help her better care for her mother, like: How to evaluate an elderly parent’s cognition over the phoneWhat to do if your parent falls repeatedlyThe importance of family caregiver support systems – and how to create oneHow to obtain a medical power of attorneyYou get the idea. The daughter subscribes to your blog and regularly reads your helpful posts. Eventually, it becomes clear to her that her mother can no longer live independently, but arranging for consistent care from a distance is hard for the daughter, so she turns to…you. After reading your blog for several months, she’s convinced you really know what you’re talking about and clearly are the best choice to help her manage her mother’s care from afar. You wind up engaging her as a client. In this case, content marketing via blogging led a prospective client down the sales funnel to your door and helped convert the prospect into an actual client. What Content Marketing is NotI think it’s important to note that content marketing should not be highly self-promotional. Using the example above, the geriatric care manager’s blog should not include (many) posts like: How a GCM solves your care management problemsWhy you should not necessarily choose the cheapest GCMWhy you should always engage a GCM and never try to care for your elderly parents on your ownThese types of self-serving posts fail the “valuable” and “relevant” criteria for effective content marketing. An occasional post about a topic like “what do GCMs do” would be all right, but mainly your blog posts should confer direct value to the reader. Types of Content Marketing AssetsI could go on for a long time in making a list of content marketing assets, but I’ll limit myself to the most popular ones any nurse entrepreneur could commission or produce herself: Blog postsSocial media sharing (such as relevant news)InfographicsPodcastVideo channelEbooksWhite papersCase studiesResource pages on your websiteBest of all, many types of content assets can be repurposed into other assets, giving you a lot of bang for your marketing buck. For example, a podcast episode could be repurposed into multiple blog posts, an ebook, a resource page or an infographic. Bottom line: content marketing represents a very cost-effective way for any nurse entrepreneur to build her business, no matter what type of business she’s in! How do you (or might you) leverage content marketing to promote your business? Please share your ideas and success stories in the comments!
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