Blogging adds value to your website, gives your readers much-needed information, and helps capture the attention of the abortion-minded woman, bringing her clarity she needs to help her in the midst of her unplanned pregnancy. Creatively implementing content in a blog that informs and engages those you are trying to reach is an extraordinary plan of action.
According to the Content Marketing Institute, 72% of marketers say that blogging increases engagement. Consistent engagement is necessary for a woman to go from simply reading your content to reaching out for help and potentially using your services.
Here are some tips to consider when generating blog content for your pregnancy center to stand out and reach women. It not only sets you apart online but gives women valuable insight to help them make a decision for their future. What you blog about matters. A blog that benefits the abortion-minded woman could lead to a conversation with you that changes her pregnancy decision and the trajectory of her life forever.
PICK RELEVANT TOPICS
Picking relevant topics for the abortion-minded woman is key to reaching her. Try to be specific, considering things she may be experiencing in the middle of a difficult and scary pregnancy situation. Put yourself in her shoes. Consider the kind of information she would search online and come up with topics to inform her and give a sense of support and direction, pointing her to your center for help.
Some examples of relevant topics searched for by the abortion-minded woman could be:
- ”What is the abortion pill?”
- “What are common pregnancy symptoms?”
- “Do I need an ultrasound before an abortion?”
- “How do I confirm my pregnancy?”
- “What do I need for an abortion?”
Relevant blog topics can vary depending on where you are located and your area’s demographic. While you may come up with relevant topics for your blogs, keyword research is needed to create a strategic title and content that ranks on top of Google. We will discuss keyword research in more depth next.
DO KEYWORD RESEARCH FOR YOUR CONTENT
Why does keyword research determine the content you write? First of all, keyword research sounds complicated, but it’s actually a simple online marketing strategy. One way to optimize your blogs and use SEO (search engine optimization) to rank higher on Google is to develop a keyword strategy. While you may have topic ideas already in mind, learning what the abortion-minded woman is searching for online is a game-changer. This is what keyword research is for! Here are some tips to keep in mind with keyword research for your blogs:
- Research the keywords your top competitors are using
- Start with broader keywords and then narrow it down to keywords with large search volume and low competition
- Use keywords that answer your reader’s questions/concerns
If you want to take your blogging strategy to the next level, reach out to us at Choose Life Marketing today to learn more about incorporating keywords into your content. Our team’s first step in the SEO process is to do this research for you. Then, we can optimize your content for specific keywords using best practices to reach the abortion-minded woman in your area.
THE PERFECT SIZE
Centers often ask us what their blog should look like. How long? How much is too much? And will our clients really read blogs? The answer is – yes, they do! A blog is a great way to capture the organic searches of the women you are hoping to reach. They may type in “how early can I take the abortion pill?” and through that search find your website.
Keep things short – the ideal length of a blog is 300-500 words. In terms of structure, we recommend you write in short paragraphs, with just a few sentences per paragraph. That allows your reader the opportunity to skim through your content and keeps them engaged through the end.
It’s important to keep your focus, too! While it’s tempting to provide as much information in one blog as you can, stick to the topic you are writing about. Save the rest for your next blog. This will help keep your message strong and clear and your reader interested. As you write, weave information into the blog that points them back to your center and the help you offer. Include clear direction at the end as to how to reach out to you for support.
HOW TO TALK TO YOUR BOARD & DONORS
Pregnancy centers tell us at times a board member or donor will be concerned about abortion information on your website. They worry it will actually push an abortion-minded woman towards choosing abortion. Explaining your marketing strategy can certainly be one of the most daunting tasks of them all. With a little bit of time and education, your donors and board can easily understand and adopt your content plan. It may take time and clarity for them to learn the best practices for reaching the abortion-minded woman, and that’s ok.
Try your best to keep open communication and explain that reaching the abortion-minded woman looks like writing about things they are searching for. Remind them women need to be met where they are, informed, and then led to your options/services. Your content is online to engage the women looking for information, answers, and services. Bottom line: we want them to get information from you instead of getting it from your local abortion clinic.
Creating content that is only pro-life could feel pushy to some women and drive them away. They will feel you don’t have the information they are seeking and they will keep searching for it online.
Help your supporters understand that writing about abortion is not endorsing abortion, but informing women about all their options, and inviting them to come to your center for additional support to talk through those options. The goal is to empower women to make their own decisions and let them know there are choices other than abortion, a well as ongoing support for them and for their baby.
WE ARE IN THIS TOGETHER TO REACH HER
We are all in the fight for life together! The ultimate goal is to reach the abortion-minded woman and remind her that she is not alone and feels supported. Our marketing approach has to reach the way the abortion- minded woman is thinking and this looks like informing her about abortion and the risks. Talking about abortion on your blog does NOT mean you endorse it, though. It can seem counteractive to the pro-life message to write about abortion, but it’s vital to reaching the woman considering abortion. To reach her, we need to talk about things she is considering and needs help understanding.
Writing in an informative way is different than writing to support her decision to abort. Writing about the risks and side effects of abortion is important and can change a woman’s mind. From there, emphasize the importance of confirming pregnancy and direct her to your services. Promoting the importance of an ultrasound is a great way to get the abortion-minded woman in the door and support her in a time of need.
You are fighting for life, including everything you do with your blog content. One sentence or word could change someone’s mind or lead them into your facility for pregnancy help. Using empathy and compassion when writing could give them hope and make them reach out for more information. Validating that they are not alone could give them the encouragement they need to act on choosing life.
If you would like to learn how to start a blog for your center, or revamp your blogging to marketing best practices, contact us today. Our team of bloggers at Choose Life Marketing would love to collaborate with you and come up with blogs that help women and lead them to your services. We are in this together.