How to grow your audience through actionable content

Name: How to grow your audience through actionable content
Uploaded: 2022-11-29T13:04:03.488Z

29 Nov 2022

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Content Creation SEO Organic Traffic

Amanda TodorovichDirector, Content Marketing at Cleveland Clinic

Amanda Todorovich is the Director of Digital Marketing at Cleveland Clinic where she has worked for the last ten years to build the content marketing team from 3 people to over 100. Cleveland Clinic's web site is now one of the most visited web sites in the world. Amanda is the 2016 Content Marketer of the Year, and her team has won countless Content Marketing Awards, including Best Content Strategy, Best Multi-Year Content Marketing Program, Best Blog, Best Content Marketing Program in Healthcare and more. She is responsible for leading all aspects of digital marketing, including content creation, growth, technology, product and operations. Amanda is recognized as an Innovative Individual in the Healthcare Internet Hall of Fame and a multi-year winner of the Women in Content Marketing Awards. Before joining Cleveland Clinic in 2013, she was the Chief Content Officer and co-founder of MedCity News. She holds a master's in communication from the University of Akrong and a bachelor's in public relations from Ohio Northern University.

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Description

The best lessons in success often come from unexpected places. You might not think much of content marketing in the healthcare space, but would you be mistaken? Amanda Todorovich, Executive Director of Content Marketing at the Cleveland Clinic, shares the incredible story of how she grew a small medical blog into the #1 most visited blog in America. Offering marketers her secrets to creating meaningful engagements that grow audiences and unlock revenue streams.

Table Of Contents

Growing the #1 most visited medical blog

Todorovich shares the story of how she grew the viewership of 'Healthy essentials' from thousands to millions, making it the number one most-visited medical blog in America.

What makes success?

Learn how engaging audiences through data, conducting research, and regularly testing new ideas--can build a successful content marketing strategy.

Staying relevant and actionable

Contrary to what most content marketing best practices preach-- Todorovich says creating relevant and actionable content versus a focus on storytelling--was more important to their audience growth.

Finding big-impact topics

Todorovich shares how her team use SEO, data, and other real-time tools to identify important topics their audience is looking for.

Exploring engagement techniques

Good engagement comes in all forms and formats. Todorovich talks through some of the mediums that have helped Cleveland Clinic connect with patients and provide a varied multi-channel experience that rings true to its audience.

Creating revenue opportunities

Content on its own isn't all that valuable to advertisers. Todorovich explains why your audience is your most valuable asset when trying to unlock new revenue opportunities.

Can you do good and hit your targets?

Striking that balance between providing genuine content, while still needing to hit revenue targets is tricky. Rather than put people off, Todorovich describes how ads have helped their non-profit gain credibility.

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