Have you been to the Cleveland Clinic’s Health Hub? According to Ragan.com, the website had more than 1.4 million visits in December alone! The site was launched in 2012 and has been incredibly successful in attracting web visitors. Here are three lessons content marketers can learn from the success of Cleveland Clinic’s site.
1. Tell your audience what they want to hear
Cleveland Clinic provides information on a wide variety of topics that its viewers are interested in learning about. With articles ranging from warnings about frostbite to keeping your child safe in a high chair, there are relevant topics for a wide range of audiences. By publishing 3-5 articles each weekday, there is constantly new content for visitors to read when they visit the site. Also, because medical experts examine all of the editorial content, viewers can feel confident that they are reading accurate information.
2. Don’t always talk about yourself
When publishing content on your website, blog or social networks, it is important to not always promote yourself. When you share information from other trusted resources and publish topics that don’t always focus on your company, it helps to establish your business as an industry thought leader. Cleveland Clinic is sure to share content from a variety of reputable health sources and provides content that is informational rather than promotional. Readers will remember your organization when you are a trusted source of information.
3. Push out your content via multiple channels
Sharing your content on multiple channels helps to increase the reach and number of readers. Cleveland Clinic distributes their website content on their social media channels and in their “Be Well” email newsletter. Both of these distribution efforts have been highly successful. Cleveland Clinic’s Facebook page has more than 800,000 likes and their “Be Well” email newsletter has more than 50,000 subscribers and click-through rates near 60 percent.
Are you interested in improving your current content marketing strategy? If so, give us a call so we can help.