Telehealth has become one of the most-talked-about topics in the past few years. In fact, the U.S. telehealth market size was valued at just shy of $18 billion in 2020, and that number skyrocketed to $83.5 billion by the end of 2022.
The telehealth space is getting more and more crowded, which is one of the biggest reasons AMD Global Telemedicine turned to us for support and our expertise in leveraging tailored content to drive thought leadership and website traffic.
AMD’s goal was to leverage a content marketing strategy to be recognized for its longevity in the industry and provide valuable resources for prospects. By partnering with our content marketing agency, AMD hoped to increase website traffic through organic search and inbound content-driven lead generation campaigns. Thanks to a thorough content audit, one blog post in particular that we developed with AMD drove up its content marketing ROI.
Here's a brief snapshot of the results AMD Global Telemedicine saw after this blog post was updated:
Next, we'll dive deeper into these results and how we worked together with AMD to achieve them.
Leveraging a Content Audit for Maximum ROI
We discussed AMD’s overarching desire to be a sought-after voice in telehealth, so we worked together to complete a content audit, and then we executed a well-rounded content marketing strategy from there that includes search-optimized guest posts, press mentions, search-optimized blog posts and pillar posts, search-optimized customer success stories, a whitepaper, quarterly newsletters, our “final mile” content management services, and more.
But what is a content audit?
A website content audit involves systematically reviewing the quality and performance of every piece of owned content.
In the case of AMD, the content audit showed that one blog post in particular had started to see declining performance.
Rather than just create a new blog post on the same topic, we decided it would be best to repurpose and update the existing blog post in order to keep what was working and add updates and improvements to make the blog post more effective. Updating website content strategically and with SEO and lead generation in mind can reinvigorate content that’s hit a slump.
This particular blog post had all the core ingredients to produce appealing content marketing results:
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It discussed telemedicine — a hot topic for healthcare providers at all levels, including those in C-suite positions.
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This blog post had previously been a top performer for AMD, but when AMD’s new website was launched, performance dropped off.
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The blog post was ranking for 27 relevant keywords — including some that weren’t even included in the blog post itself. Peppering those and other newer, pertinent keywords into the content would make the blog post heartier and more attractive to search engines.
With AMD’s full backing and collaboration, we set about making some changes, starting with some editorial tweaks:
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We updated the copy and included all keywords that were underrepresented or missing.
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We reimagined the flow of the blog post to make sure readers were engaged and well-informed.
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We added relevant calls to action to ensure readers understood the next steps they could take.
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We incorporated backlinks to other high-ranking pieces of content related to corresponding topics.
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We updated the statistics and research.
Next, we looked at the design of the page. Visually, the original blog post had quite a few spacing issues. Once these were corrected, the content looked more appealing and credible.
Once the design was refined, the updated blog post was ready to redeploy.
Transforming a 'Quiet' Post Into a Traffic Magnet
We began monitoring the analytics for this newly remodeled blog post immediately, and it didn’t take long for us to see the content marketing results. After being AMD’s best-performing blog post, this piece plummeted to receiving very few page views in the six months leading up to our updates. After updating the blog post, the analytics for the following 11 months were nothing short of remarkable:
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763
Number of page views (698 were unique)
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639
Number of entrances to the site via this blog post
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6 minutes, 38 seconds
Average amount of time visitors spent on the page
These metrics are just the tip of the iceberg, as the blog post continues to bring in more visitors every day. It’s showing no signs of slowing down and is ranking for six keywords on the first page of search results.
Without a content audit followed by a thorough upgrade, we were able to identify this blog post's core strengths, update it, and reestablish its position as one of the strongest owned assets on AMD’s website. This is a testament to the power of using data-backed analysis to generate content marketing success.
