Content marketing investments pay big dividends

More than 150 media outlets shared a popular Atlantic Health System article written by WG Content.

HQ: New Jersey

Industry: hospitals and health systems 

Founded in 1996

19K+ team members  

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Partnering with WG Content to fulfill our content goals is an easy, seamless experience. The writers understand our tone and style and write content that speaks to our consumer base.

Naomi Glyn

Content Marketing Manager, Atlantic Health System

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Opportunity

Atlantic Health System needs compelling content to fuel its marketing initiatives. But with a robust calendar, the team needs dependable support to supplement the internal team. Partnering with WG Content allows them to keep projects moving with quality, on-brand content.

Solution

WG Content creates consumer-facing, lifestyle content to keep the system’s marketing plan in motion. WG Content delivers articles on health education, wellness tips, preventive care and interviews on-staff experts to uncover unique insights. 

Results

The article “Is It a Cold or Allergies? Here’s How to Know” went viral, catching the attention of more than 150 media outlets, including U.S. News and World Report. Written by WG Content, it features unique insights from an Atlantic Health System family medicine physician.

Opportunity

Quality content key to popular resource center

Atlantic Health System, a New Jersey-based not-for-profit health system, invests in content marketing to share helpful wellness content and fuel its marketing efforts. Its popular online resource center, Content Central, shares articles on timely topics and advice from medical experts to help the community adopt healthy lifestyles. Atlantic Health System partners with WG Content to ensure it has enough quality content to support its robust editorial calendar.

Solution

Keeping the content pipeline filled with compelling, custom articles

Articles are essential to keeping Content Central full of educational health and wellness content and serving the system’s broader marketing goals. Topics align with health observances, seasonality or trending news.

“Content articles are integral to our larger marketing efforts,” says Naomi Glyn, content strategy manager at Atlantic Health System. “They feed our website content library, are used in social, are incorporated into integrated campaigns and are shared through internal communications.”

Partnering with a content agency like WG Content helps the system add consistent, compelling, custom articles to its content pipeline.

Atlantic Health System’s marketing team collaborates with WG Content to create consumer-facing, lifestyle content that covers health educational information, wellness tips and preventive care. The system posts 14 articles a month, and WG Content typically delivers about half.

“We determine the topic and an expert to interview, then turn a creative brief over to WG Content,” says Glyn.

The assigned writer interviews the subject matter expert and develops the article, following web writing best practices and Atlantic Health System’s creative brief.


“Content articles are integral to our larger marketing efforts. They feed our website content library, are used in social, are incorporated into integrated campaigns and are shared through internal communications.”

Naomi Glyn, content strategy manager at Atlantic Health System

Results

Viral content validates content strategy

In early 2023, Atlantic Health System assigned a post on allergy and cold symptoms to WG Content. They then posted the article in late March titled “Is It a Cold or Allergies? Here’s How to Know.”

The post also included a visually compelling infographic written by WG Content and designed by the Atlantic Health team comparing the different symptoms.

The article caught the attention of the New Jersey health system’s target audience — and was incorporated into a health article crafted for numerous media outlets.

“I think the topic and the timing contributed to the success,” says Glyn. “It’s such an interesting topic and was so relevant for the end of March when allergies are starting, but colds are still lingering. In addition, it was concise and informative, which appealed to the general public.”

More than 150 outlets have published the article to date, including HealthDay, U.S. News and World Report, and MSN.

“Everyone was really excited, particularly when U.S. News and World Report featured Atlantic Health System and our content,” recalls Glyn. “Being included in national health articles validates our content strategy: shedding light on common, everyday health topics that interest people. It really shows we’re on the right path.”

Image of Atlantic Health System's blog post on allergies, written by WG Content.

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