4 ways Cleveland Clinic data draws millions of readers to its blog

The clinic’s Health Essentials blog drew 38 million visits last year and is on a pace to beat that in 2016. How? Build relationships and use your data, for starters.

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Let’s say you’re writing a health blog post recommending oatmeal for breakfast, and you’ve dug up two alternatives to illustrate your story.

Each photograph shows a bowl of hot cereal topped with blueberries. In one, somebody has stuck a spoon into the oatmeal. In the second, there’s no spoon.

At Cleveland Clinic’s wildly successful Health Essentials blog—a place where they “eat, breathe and sleep data”—there’s no question which photo to choose, says Amanda Todorovich, director of content marketing.

“If we showed food in a bowl with a spoon, it out-performed food in a bowl without a spoon,” she says.

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