Book author, neuroscientist, and practicing psychiatrist Dr. Charles Parker has been an avid blogger and social media thought leader for the past six years. Dr. Parker’s goal is to reach medical colleagues, clients, and the public with his perspective on new science understandings and a complete rethinking of traditional psychiatric approaches to patient care.
According to Dr. Parker, it’s important to build his business based on being part of the conversation: “By blogging and participating in thought leadership, I went from being your average doctor to an industry expert who is invited to national presentations. My opinions are being considered in key industry forums — not necessarily agreed with, but certainly factored in.”
Having used a number of tools and tactics to optimize content for his CorePsych Blog, Dr. Parker has become quite savvy and knowledgeable with respect to what’s available. However, one of the tools he was using to optimize his content was difficult to manage and was taking too much of his time. He began researching a new solution for his content optimization needs and stumbled upon InboundWriter — a cloud-based web application and WordPress plugin designed specifically for thought leaders and content marketers like himself. The InboundWriter application indexes the web in real-time and streams this intelligence into a web-based document editor or integrated WordPress plugin. Content is scored on a scale of 1-100 with interactive feedback mechanisms providing suggestions for how to reach the optimal score and maximize findability.
Intrigued by the InboundWriter concept, Dr. Parker copied existing content that was considered fully optimized by the previous service and pasted it into InboundWriter’s free web application. The content received a score of 66 out of 100 (in reference to its findability online). Dr. Parker continued to re-work this content based on the tips in the InboundWriter application, and was finally satisfied when he reached a score of 88. He then used InboundWriter to optimize several other blog posts on which he was also working at the time.
Shortly after optimizing his content with InboundWriter, Dr. Parker observed that four of his blog posts on the topic of an ADHD medication appeared on the first page in Google out of 1.2 million search results. In addition, within the first week of using InboundWriter, he observed his highest day and week of web traffic ever!
Now that Dr. Parker has seen these results, he is planning to rework all of his prior posts via the InboundWriter application when time permits.
“InboundWriter teaches you to think more precisely about what you’re doing – it’s like having a mentor over your shoulder who tells you what phrasing people are using now,” said Dr. Parker. “In my experience, InboundWriter is the only outfit out there that brings personality to the page. Rather than a statistical connection, it’s using a personal connection, and personalization is an extremely strong marketing position and value proposition. It’s about talking to people in an authentic way— it’s like content optimization with personality.”