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Increase Blog Traffic 8x

800% increase in blog traffic

ABOUT THE CLIENT

  • Industry: Academic medical center
  • Headquarters: Detroit, MI
  • In business since: 1915
  • Number of employees: 50,000 +

Summary

The LiveWell team at Henry Ford Health came to Aha Media Group with a solid foundation of content and an exciting goal: Target a wider audience for its existing online wellness gateway. At that time, the website hosted 90+ wellness programs and served more than 23,000 employees within Henry Ford.

Creating a content strategy and custom content with Aha Media resulted in an 800% spike in their traffic within 1 year.

The challenge

The LiveWell site was not originally intended to be a blog. It was designed as a publication to host syndicated content. Topics directed users to information about Henry Ford’s wellness programs.

There was also a business concern: Traffic was mostly from employees directed to the site as the source for wellness programs. The LiveWell team wanted to see traffic coming from various external sources.

The team needed to define their audiences and establish clear business priorities. They were not using a structure designed to host a blog, the preferred solution. The LiveWell team found the syndicated content boring and bland. It didn’t align with their goal for the publication, which was to create relevant, engaging, and personalized healthcare content for their target audiences. Low traffic plus zero engagement resulted in unhappy marketers and executives.

Our approach

Aha Media began with a discovery process — interviewing stakeholders, conducting a content audit, and completing a social media analysis.

 

Workshop

We created personas, messaging, and voice & tone guidelines during a day-long workshop.

 

Repurpose content

The LiveWell team made a business decision to repurpose its website into a blog where external audiences could read about wellness topics.

 

User engagement

From those blog posts, readers would be directed to wellness program content on the larger Henry Ford Health site.

We value Aha Media’s professionalism and organized process, especially their ability to conduct physician interviews with respect and preparation. Most importantly, their writing requires minimal edits, and they are always open to feedback, making them a reliable partner for our content needs.
Brook Hess Marketing Manager, Content Strategy & Promotions
Henry Ford Health

Results

Working closely with the LiveWell team, Aha Media began writing content for the new LiveWell site.

Growth

An analysis in the first year showed that blog traffic had risen 800%. The content also directed almost 100 new monthly users to Henry Ford’s wellness programs.

Search engine optimization (SEO)

No more syndicated, vanilla content. In its place was custom content that spoke directly to the strategic personas. Now, users can find blog posts like:

  • Are digital devices harming your vision?
  • Are you experiencing caregiver burnout?
  • Stress 9-1-1: How to save your health (and your sanity!)

Variety of sources

Traffic was also nicely split between organic, referral, and social, showing that it was coming from a variety of sources—one of the business goals.

Key takeaways

 

  • Let data rule

    Use data and research to clearly define your audiences, messaging, and voice & tone.

  • Start with strategy

    Create a content strategy that directly addresses business goals.

  • Measure your impact

    Track your success through data and analytics so you can convince your executives to fund more content strategy and content marketing efforts.

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Reach out for results

Increase the impact of your marketing efforts with a strategic approach to content marketing.

Let’s talk