Imagine growing your blog from the ground up to over three million visits a month in just a couple of years. Imagine growing your content marketing team from zero to 20 full-time employees.
Sounds like a dream, right? This dynamic growth is reality at Cleveland Clinic, one of the world’s leading healthcare systems.
Launched in April 2012, the Health Hub blog was originally intended to be a mechanism for repurposing existing offline content and to earn the health system additional search traffic. The blog is the starting point of an epic journey in content marketing at Cleveland Clinic.
Today, renamed Health Essentials, the blog reaches nearly four million users each month, generates revenue (via advertising and syndication) for our organization and has measurably increased Cleveland Clinic’s national brand awareness.
Here are the five keys to our content marketing success:
Creating great content that serves the needs of your customers is the bottom line to successful content marketing.
Useful. Helpful. Relevant. Those three words drive the Cleveland Clinic content marketing team every day. We strive to provide content that is actionable to people all over the country – whether they are patients or not. We want to empower them to make healthier decisions for themselves and families.
To drive this effort, Cleveland Clinic combined the offline creative and digital engagement/social media team into one new content marketing team, and together, we are a powerhouse of incredible scope and scale.
We continue to raise the bar, but it is important to remember we started from zero in 2012. We started small and stuck to a smart strategy. That is the secret to our success, a consistent effort over time.
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