Busy Busy Busy, Content Marketing Experiment

Ongoing Results From A Recent Content Marketing Experiment

By Geoffrey Cooling

I have been quiet of late because I have been involved in an experiment with content marketing for two of my customers. Basically each of the customers had differing targeted outcomes. One wished to rank on a local search for a particular service and a particular website.

The other has world domination in mind, they want to rank for as many of the local keyword searches as possible. In the first case I set up a blog for the customer and began strategic content posting designed and SEOd to drive both his sites up the local SERPs.

Within a week of writing and posting varied content and undertaking some social media work around that content, we had got mentions of the brand and the content on the first page of the SERPs. I plan to undertake some more work pertaining to this in order that the customer appears several times on the first page of the SERPs.

This was  and will be made possible by some smart SEO work targeting localised or long tail key phrases and the production of relatively decent content. The ongoing measure of success at this stage is simply the SERP results. The search term is not a massively used search. So we will watch the blog stats and the click through rates to the websites over time.

The second customer has an active online presence, they also had an existing blog. Initially the idea was to drive a particular offer to accompany a TV advert. But when I got into it, we agreed that we would change his strategy somewhat. We have performed some SEO on some of his existing posts and written new content with some set SEO principles.

His blog has increased in views, but more importantly at this time, he has begun to appear on page one search returns for more and more of those keyword phrases we were looking to target. We have set out keyword phrases that he is not appearing for and we have begun to target those with designed content.

He also is seeing some good traffic from his blog to his site, more importantly because of the SEO work, returns including his site have increased. His sites authority in Google’s eyes has also increased. This has led to a modest increase in conversions from his site. We hope with the new planned strategy we can increase that exponentially.

So in both cases, the experiment has given us the results that we required. We also hope to build on those results and target new ones. It has also been fun for me, I get to put my money where my mouth is. A bit of a daunting task really, you know it should work, but seeing it is always a great relief.

I’ll keep you updated on our progress, what I would say to you though would be this. It works, you need a strategy and you need targets to measure by. If you do it right it will deliver to you that which you wish.



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About Geoffrey Cooling

my name is Geoffrey Cooling and I am the author here at Just Audiology Stuff. I have been involved in the Hearing Healthcare Profession for several years now. I initially worked as a Hearing Healthcare Professional for a large national retailer in Ireland.

After several years in Practice I was approached to work for a manufacturer, where I was employed for five years. I am now the Co Founder of a business called Audiology Engine. We design websites, undertake content marketing and generally look after everything digital for audiological practices. I am also a contributor to many hearing profession periodicals and websites.

I have written two commercially available books, The Little Book of Hearing Aids which is written for hearing aid consumers and Audiology Marketing in a Digital World which is written for Audiology Practice Owners. They are both available in Paperback and Kindle versions on Amazon. I also write for consumers on the website Hearing Aid Know, which is a website with the mission of demystifying hearing aids, their types and their technology.

I have a great interest in commercial strategy as it applies to Healthcare in general and specifically to Hearing Healthcare. I also have a great interest in the psychology of sales and human interaction. I have been involved with social media for some time, both personally and professionally. I find the engagement and discourse on some social media channels fascinating.

I instituted social media strategy for the company I worked for as an experiment. That experiment soon spread throughout the company and I am proud to say that the company is probably one of the most active in the industry. I would like to point out that all views, opinions and thoughts here are mine own. Unless of course they have been planted by the pod people, you just can’t take your eyes off the pod people. Those views do not necessarily reflect upon any views or opinions held by my employer, if I ever get another one.

I think that our industry is in the middle of a time of huge change, I think that the change will be forced by both internal and external pressure. I think that private Independent Healthcare Practices will have to be smart and lithe of feet in order to meet these changes. I hope that some of my blatherings are of benefit to those Practices, Independent Hearing Healthcare Practices need to survive. I believe that if that occurs it will be of real benefit to Patients.

I hope that I, and my writings will play a small part in their continued success.

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