Content partnership fuels growth for wellness blog
The OhioHealth team turned to WG Content to help them deliver relevant blog content that would help patients and readers live healthier lives.
Headquarters: Columbus, OH
Industry: Hospitals and Health Systems
Founded in 1891
35K team members
The partnership felt very collaborative. It took worry out of the equation because I was working with people I could trust.
Missy Gleason
Brand Journalism Lead, OhioHealth
Opportunity
OhioHealth launched a health and wellness blog with the goal of providing helpful, trustworthy content that would engage patients and community members while strengthening the OhioHealth brand. The team wanted to deliver relevant information that would help patients and readers live healthier lives, and needed a base of content to build up the blog’s readership and reputation.
Solution
With a goal of publishing five days a week and only two in-house writers, OhioHealth needed help with healthcare writing and content expertise. The external team had to be able to consistently write in OhioHealth’s voice and tone, and needed the bandwidth to create a volume of resources across a wide range of wellness topics. OhioHealth turned to WG Content to help build a content library for the wellness blog.
Results
WG Content produced 120 articles for the wellness blog covering a wide range of topics including cancer, heart health, nutrition, family and healthy living. The blog saw tremendous growth, with 87% more users and 89% more sessions compared to 2017. In fact, one of the articles WG Content wrote — a post covering the top chore apps for kids — has been one of the best-performing posts on the blog.
Opportunity
Promoting healthy living
In November 2016, OhioHealth launched a health and wellness blog with the goal of providing helpful, trustworthy content that would engage patients and community members while strengthening the OhioHealth brand. The team wanted to deliver relevant information that would help patients and readers live healthier lives, and needed a base of content to build up the blog’s readership and reputation.
With a goal of publishing five days a week and only two in-house writers, OhioHealth needed help with healthcare writing and content expertise. The external team had to be able to consistently write in OhioHealth’s voice and tone, and it needed the bandwidth to create a volume of resources across a wide range of wellness topics — from cancer prevention to healthy family activities.
“It was crucial for us to have additional writers to help us create content for the wellness blog,” says Missy Gleason, brand journalism lead at OhioHealth.
“It was crucial for us to have additional writers to help us create content for the wellness blog.”
Missy Gleason, brand journalism lead, OhioHealth
Solution
Building on a partnership
After partnering with WG Content on a previous web project, OhioHealth decided to once again tap our writing and content expertise to help build up a content library for the wellness blog. Gleason passed along information about the blog’s voice and tone as well as a list of blog topics for the WG Content team to tackle.
“We rarely ran into any hiccups working with WG Content,” Gleason says. “Everything I left to them was completed on time and featured quality writing that captured our tone.”
The WG Content team started with only a few articles per month but eventually ramped up to six to nine blog posts per month. The writers and project manager also worked closely with Gleason on each piece and frequently discussed changes or suggestions for the content.
Gleason also tapped WG Content to help research and brainstorm topics for blog posts.
“Everything I left to them was completed on time and featured quality writing that captured our tone.”
Missy Gleason, brand journalism lead, OhioHealth
Results
Securing more business opportunities
Between February 2017 and January 2019 WG Content produced roughly 120 articles for the wellness blog. The posts covered a wide range of topics, including cancer, heart health, nutrition, family and healthy living.
Thanks to WG Content’s help, OhioHealth blog saw tremendous growth in 2018, with 87% more users and 89% more sessions compared to 2017. In fact, one of the articles WG Content wrote — a post covering the top chore apps for kids — has been one of the “best performing” posts on the OhioHealth blog, with more than 11,000 unique page views in 2018.
“The content WG Content gave us contributed to the success of our blog,” Gleason says. “It was a really good experience and I truly appreciate all the help WG Content gave us.”
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