Content Marketing

Labor of love: Children’s Health helps inform concerned parents

Even before COVID-19 swept the globe, young moms and dads were going online to get answers to important questions. The organization’s informational channels deliver key guidance, winning “Best Content Marketing Campaign” in PR Daily’s 2020 Digital Marketing and Social Media Awards.

Children’s Health Content Strategy Focuses on Search, Engagement to Achieve Record-Breaking Results - Logo -

Pandemic or no, parents prioritize their kids’ well-being and often do extensive online research to learn the essentials.

With that in mind, Children’s Health stepped up its already-impressive information game, educating consumers through a content marketing campaign.  

Its key objectives included:
• Increase organic web traffic through SEO to ensure users find reliable medical information when they need it most.
• Establish Children’s Health as a reliable expert for online information, rivaling WebMD and other major pediatric hospitals’ sites.
• Develop unique, data-informed, accessible content that users would engage with for longer periods of time.

To those ends, the team devised a multi-layered strategy to achieve organic growth to 

• Plan content around trending, seasonal topics that consumers are actively seeking.
• Always keep the mobile user in mind, because 70% of visitors to the Health & Wellness library come from a phone.
• Implement SEO best practices to increase first-page search result rankings and top of page Google featured snippet/answer box placements.

As a result:
• In 2019, the content team produced 119 new pieces of health and wellness content, resulting in a +292% year-over-year increase in organic traffic.
• It gained 315 Google “top result” placements for that content, an increase of 389% year over year.
• In 2019, the Children’s Health & Wellness Library received more than 1 million pageviews—up from fewer than 250,000 in 2017.
• Engagement on also dramatically increased. The content team found users spent much more time with content, rising from 2 minutes 35 seconds in 2018, to 3 minutes 47 seconds in 2019.

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