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What’s the difference between 200,000 monthly visits and four million monthly visits? The answer is an effective content marketing plan.
At Cleveland Clinic, content marketer Amanda Todorovich reshaped their Health Essentials blog into one of the most visited online healthcare sites with a solid social media following in just 18 months. Health Essentials delivers articles on a wide range of health topics in a literal Health A-Z drop-down, from diabetes and heart disease to pregnancy and parenting tips. The site also offers healthy recipes and weight loss tips. But Todorovich’s strategy for her impressive feat was surprisingly simple.
Same goes for Indiana dentist Dr. Mark Sutor. Every week, Sutor launches a Facebook Live video to discuss a common dental issue, like dental insurance, wisdom teeth and masterwork. Sutor doesn’t rely on paid support and doesn’t have a budget for his videos. He speaks from the heart, shares his videos and answers any questions posed in the comments section. For one small town dentist with no video editing skills and a modest client base, the fact that his video on toothaches cracked 6,000 views is monumental.
Considering the success of Todorovich and Sutor, we’ve put together five easy steps to help your business ensure a content marketing victory, inside or outside the healthcare industry.
The Cleveland Clinic started out by posting three to five articles per day. Those numbers have stayed the same, but now the posts are more focused. Instead of trying to increase output, raise the standards of your brand’s content. Think about timeliness and overall message and make sure to proofread everything at least twice before publishing. (Another set of eyes never hurts.)
Whenever possible, rely on an expert to lend a voice to your brand, whether it’s reviewing the content or providing quotes from an interview. You want your audience to trust your content and, by extension, trust you.
Your content marketing should have evergreen concepts. It’s important to strike a balance between new trend topics or event posts and marketing that will always have relevance. Reuse or rework older blogs with current events or seasonal trends in mind. If you’re a local wine seller with a blog post on the best white wines to drink in spring, revisit that content during next year’s season. If you’re a dermatologist with a roundup of favorite skincare products, remind your audience of that list when a new study praises one of your product picks.
Use all available avenues, especially Facebook, Twitter and Instagram. Make sure you’re posting at a prime time for each platform. Tweak headlines and posts to reflect what works best for each channel (i.e. Facebook can support longer titles and videos, Twitter should be concise with an image).
Evaluate the success of the post considering traffic, shares, time spent on page, demographics of the audience, etc. Don’t blindly create content and hope something sticks. You should know what works and what doesn’t so that you can move forward with bigger and better content.
For more information on how City/Studio can help you create an effective content marketing strategy, click here.
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