All the great strategies a content marketer might devise can fall flat if nobody sees that content. Google is making it harder for people to find relevant material by replacing search results with ads and “top result” answer boxes. Children’s Health saw this shift at Google—one that most marketers have been decrying—as an opportunity to advance an already-successful content marketing program.
With goals of increasing web traffic through SEO in order to help establish Children’s Health as a reliable information source, the content team developed a sound strategy of planning content for its blog around seasonal, trending topics, making content easily consumed via mobile and employing search optimization. It focused on writing data-driven content structured with question-based headlines and subheads, tactics that satisfy Google’s algorithm. The team produced 119 pieces of content in 2019, garnering nearly half of all health and wellness traffic for the organization. The team also gained 315 Google “top result” answer box placements, a nearly 390% increase year-over-year.