The LiveWell team at Henry Ford Health System (Henry Ford) came to Aha Media Group (Aha Media) with an exciting goal and a solid foundation: 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 the Henry Ford.
Creating a content strategy and custom content with Aha Media resulted in a 800% spike in their traffic within 1 year.
The LiveWell site was not originally intended to be a blog. Rather, it was a publication designed to host syndicated content. Topics directed users to information about Henry Ford’s wellness programs.
There was also a business concern, since traffic was mostly coming from employees who were directed to the site as the source for wellness programs. The LiveWell team wanted to see traffic coming from a variety of external sources.
The team needed to clearly define their audiences, as well as establish clear business priorities. They were not using a structure designed to host a blog, the preferred solution. And the LiveWell team found the syndicated content boring and bland. It didn’t align with the goal they had 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
Aha Media’s Approach
Aha Media began discovery in the summer of 2013, interviewing stakeholders, conducting a content audit and completing a social media analysis
Working closely with the LiveWell team, Aha Media began writing content for the new LiveWell site in the spring of 2015.
Search Engine Optimization (SEO)
The syndicated, vanilla content that the team didn’t like became custom content that spoke directly to the strategic personas. Now users can find blog posts like:
- Are digital devices harming your vision?
- Is your fitness tracker making you fat?
- Are you experiencing caregiver burnout?