How to Find the Perfect Addiction Treatment Blogger

So, you have a website for your addiction treatment related business

Maybe it’s a conventional treatment center with a robust inpatient and outpatient program.

Maybe it’s a sober living home or a group of sober living homes.

Maybe it’s one of those cutting-edge online addiction recovery programs.

Whatever it is—you’re in the business of addiction treatment and you’re looking for someone to help with the content marketing on your site.

You’re Looking for Awesome Content Related to Recovery and Rehab

You already know that you need awesome content—like blog posts, social media posts, white papers, case studies, and alumni reviews—to make your website valuable to prospects. After all, a bare bones, out of date website can be a major red flag for prospective patients and their families when they’re comparing programs.

Providing useful, SHAREABLE, up-to-date content is important.

But you know what’s even more important?

Showing up on Google.

Everyone knows that in order to do business in this day and age, you need to have a strong SEO (search engine optimization) game. Strong SEO strategy is the difference between your site showing up in the first couple of listings on a Google search or your site getting buried on page 10.

You don’t want to be that site that gets buried.

Nope—you need to get your juicy content (and the programs it’s associated with) in front of as many relevant eyeballs as possible.

So, how do you get the content that you need to propel your site into the search engine stratosphere?

Well, let’s start with what you DON’T need.

Here’s what you don’t want: an “Addiction Treatment Writer”

Newsflash: You don’t need a “writer.” (Don’t even get me started with the term “wordsmith.”)

This is a classic rookie mistake too many addiction treatment programs make when they begin their search for content solutions.

The thinking goes like this:

“I need content marketing. So, words, right? OK, perfect. I’ll find someone who knows how to write well. And maybe someone who knows the topic a bit so that I don’t have to train them up on addiction treatment. Great. I’m ready to start Googling.”

Hold up. I’m going to stop you right there.

You aren’t looking for a writer.

You are looking for a DIGITAL COPYWRITER.

Here’s the difference: A writer entertains and informs. A copywriter entertains, informs, and SELLS.

You Need an Addiction Treatment Blogger Who knows how to Entertain, Inform, and Sell ONLINE

That selling part is important. It’s the whole point of getting that juicy content, right? You’re trying to get patients or residents or clients to sign at the dotted line.

So, what happens if you get a writer to do the job of a content marketer?

You might end up with the best writing in the world but if your “writer” doesn’t have a strong background in keyword research and search engine optimization and CTAs and metatags and all the other tricks that go into writing for the interwebs, that content won’t sell.

In other words, you’ll have pretty sentences, but you won’t have sales.

And that’s what you’re ultimately shopping for: not words but sales.

Now that we’re clear on what it is we’re looking for, we’re ready to start talking about how to get there.

Without further ado: here’s how to pick out the right copywriter (or content marketer) for the job.

How to Chose the Right Addiction Treatment Copywriter (AKA Blogger or Content marketer) For Your Business

Shopping for a new team member—even if they are an independent contractor or a consultant—can feel overwhelming.

There’s so many what-ifs:

• What if you choose the wrong one?

• What if they’re flakey? Or annoying? Or incompetent?

• What if they miss deadlines? What if their process is a mess?

• What if you don’t like the end product and you’re still on the hook for it?

• What if they don’t deliver results?

• What if they don’t “get” your brand?

• What if they plagiarize? What if they duplicate content from a competitor?

• What if they farm your account out to a subcontractor who sucks?

• What if they totally disappear after taking your deposit?

• What if it’s more work to get them to do the work than it would be to just do the work yourself?

Uhg, I get it.

There’s a lot on the line with this decision. There’s a lot of things that could go wrong.

Step #1: Get Clear About The Content Marketing You Want

Do you want someone to help you with your blog?

Do you want a nice case study or white paper or eBook to entice visitors to give you their email in exchange for a download? (These are also known as “lead magnets” or “list builders” and I highly recommend them!)

Do you want a new landing page for your new program?

Do you need help re-writing staff biographies? Retooling your “About Us” page?

Whatever it is you are looking for—write it down. Make a list if you need to.

Step #2: Now Get Really Specific About What That Content on Your List Looks Like

I suggest combing through the idea with a who/what/where/why series of questions.

Ask yourself:

Who?

Who is the target audience for this content?

Here’s a hint: “People seeking recovery” is usually too broad. There are too many people targeting that audience. Better: “Women seeking recovery in Washington,” “LGBTQ people seeking recovery from methamphetamine use in Texas,” or “Parents seeking more information about interventions for teens in Louisiana.”

What?

What exactly does the finished product look like?

How long is it? Does it have images that go along with it? Graphs? Sidebars?

Will there be a research component that’s needed? Do you need to gather materials or information (“collateral”) before the copywriter can begin?

Do you have a website person who will be posting this content or would you like help getting it up on the site?

Where?

Is this content going on your pre-existing site? Is it a new landing page for a new product or service?

Why?

What are you trying to achieve with this new content?

How will you know when it's been “successful?”

What are the KPIs (key performance indicators) you’re targeting with this content?

Step #3: Start Looking for an Addiction Treatment Blogger

Congrats—now that you’ve done your homework on your needs and you’re really clear about what you want, you’re ready to begin your search for the perfect addiction treatment copywriter.

You can find behavioral health copywriters, mental health copywriters and—yes—even addiction treatment copywriters using Google and LinkedIn. There are even copywriters who hawk their services on sites like Fiverr and Craigslist. You can also get copywriting and content work done through larger marketing firms, some of which specialize in addiction treatment.

As you consider your options and begin selecting copywriters for interviews, remember that copywriters who specialize in addiction treatment and/or behavioral health are going to be easier to work with because you won’t have to spend time educating them about your business. When you’re immersed in the addiction treatment world, it can be difficult to remember that most people don’t know the difference between IOP and PHP. A generalist isn’t going to know about the disease model, the stages of change, or the finer points of MI. Worse, they might think they know a lot about addiction—even when they don’t. This could mean a lot of time wasted in the revision process.

Remember, hiring an expert and letting them do their job is the fastest and easiest way to success.

A word about “bargain” copywriters: Exercise extreme caution when you’re shopping “bargain” copywriters on gig economy sites. The quality of this work is often not worth the cost, even when that cost is very low. We frequently hear reports of issues with plagiarism (a huge SEO killer) from clients who have tried this route. Other clients have encountered problems with strange sentence structure and phrasing owing to the fact that many of the workers on these sites are non-native English speakers.

I often get inquiries from addiction treatment providers asking me to re-write content that was previously written by “bargain” copywriters they found on sites like Fiverr. Often these well-meaning providers assume that I can offer this re-writing service at a discount, as the “raw material” is already there. Unfortunately, I’ve found that re-writing poorly written content actually takes longer than creating content correctly the first time. Imagine these clients’ disappointment when they are told that their initial “investment” in content is actually worthless and that they need to start all over from square one. I hate these conversations! If you do go with a “bargain” copywriting service, be sure to vet them thoroughly and make sure that the content you’re getting will actually help—and not hurt—your SEO.

Step #4: Interview Some Bloggers

As you are considering your options, you’ll want to get some key pieces of information from potential copywriters. Here’s a gameplan for your “vetting process.” You may want to ask:

• What’s your background in addiction treatment?

• Have you ever worked in a clinical behavioral health setting? In what capacity?

• What’s your experience with SEO? Do you offer keyword research and optimization/strategy?

• What other addiction treatment businesses are you working with?

• How many points of contact will there be for this project?

• Will you write all of the content yourself? If not, who will be writing this content? Can we speak directly with them?

• Do you offer content calendars?

• How many free rounds of revision do you offer on copy?

• Who will handle the revision process?

• How do you ensure that all copy is error free?

• Do you have a copy editor proof your copy before you send your first draft?

• What other services do you provide (i.e. image sourcing, content publishing, social media, infographics, etc)?

• Can I see a copy of your standard contract?

• How much can I expect to spend on this project? Do you require a deposit? What types of payment do you accept?

• When can you start? When can you have this project done?

Be sure you communicate with potential copywriters either over the phone or over video to make sure you feel comfortable working with them. There should be no charge for this. If a copywriter won’t make time for your questions, move on.

Step #5: Choose Your New Blogger

You’ve done your homework, narrowed down your list, and got your answers. By now, it’s likely you have a favorite in mind.

It often comes down to a “gut check” when you make a choice like this.

Which candidate was easiest to talk to? Which one was the best listener? Who responds to e-mails the fastest? Which one seems the most competent? Which candidate most closely aligns with your brand’s voice and style? Factors like these can help you make a decision when you’re not sure which way to go.

Stuck? I Specialize in Addiction Treatment Copywriting and I’m Here to Help

Good news for those just beginning their search for an addiction treatment copywriter: you’ve already found one!

Hi, I’m Erin. I specialize in digital content and copy for addiction treatment providers. I’m a former drug and alcohol counselor, so I “get” the rehab business and I understand what it takes to turn treatment leads into treatment patients. My clients range from local one doc shops to big treatment centers all over the United States. You can learn more about what I do here.

I’d love to chat with you to see if I might be a good fit for your project. When you’re ready to get the ball rolling, feel free to drop me a line for a free 15 minute consult.

Erin is a copywriter at Little Light Copywriting, where she specializes in copy and content marketing for addiction treatment providers. As a former substance abuse counselor, she’s passionate about teaming up with ethical providers to help more people. You can also find her on LinkedIn.