At Content Marketing World in Cleveland, Amanda Todorovich gave a talk – How to Build a Killer Content Marketing Strategy – on Cleveland Clinic’s effort to grow an audience for the organization’s Health Essentials newsletter.
Todorovich, director of content marketing, manages a team of writers, designers, digital engagement strategists and project managers. Her team is responsible for the #1 most-visited hospital blog in the country.
The newsletter started at 0 visits and grew to 5 million visits per month in October this year.
I was inspired listening to her talk. She does not minimize the effort required or the mistakes made along the way. You hear about the trial and error. Her presentation shows the possibility of building an audience in a highly regulated field. Health Essentials is a living example of what happens when you do the work, persist and continue to do the work. Eventually, you will earn good results.
So how did she and her team reach this readership? Continue reading Why Defining a Strategy and Not Wavering Works