{"id":18405,"date":"2022-03-03T12:59:08","date_gmt":"2022-03-03T12:59:08","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/03\/03\/howd-you-make-that-flipping-awesome-content-for-northwell-health\/"},"modified":"2022-03-03T12:59:08","modified_gmt":"2022-03-03T12:59:08","slug":"howd-you-make-that-flipping-awesome-content-for-northwell-health","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/03\/03\/howd-you-make-that-flipping-awesome-content-for-northwell-health\/","title":{"rendered":"How’d You Make That Flipping Awesome Content for Northwell Health"},"content":{"rendered":"

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\"\"Northwell Health diagnosed a multi-symptom problem in 2017.<\/p>\n

\u201cWe were undergoing a crisis of trust. Amid misinformation and manipulative messages, expertise had never been needed more, especially in the world of health and wellness,\u201d says Julie Shapiro of Northwell Health, New York\u2019s largest health care provider.<\/p>\n

Sound familiar? As it turned out, Northwell\u2019s prescription for the trust crisis positioned it well to address the global health crisis that struck a few years later.<\/span><\/p>\n

The Well by Northwell Health launched in 2017 as a digital publication on a mission to deliver expert guidance and empathy at moments of truth in people\u2019s lives through documentary video series, advice columns, first-person essays, and magazine-style reported features.<\/p>\n

\u201cOur audience was frustrated with the health information they were finding. Publishers were monetizing anxiety, and other health systems were trying to sanitize it through cold, clinical information, delivered dispassionately,\u201d as The Well and its agency partner Revmade explained in their Content Marketing Award (CMA) submission.<\/p>\n

From the start, the publication\u2019s content performed well and earned awards (including a 2019 Content Marketing Award for Best Content Strategy).<\/p>\n

Then came the pandemic. Traffic exploded while quality remained high.<\/p>\n

The site won 2021 CMAs for Best Content Strategy and Best Overall Editorial \u2013 Digital and earned finalist nods<\/a> for Best Content Marketing Program and Best Content Marketing Program in Health Care. For her work as editor-in-chief, Julie earned a spot as a finalist for 2021 B2C Content Marketer of The Year.<\/p>\n

Trusted content helps readers and brand<\/h2>\n

In January 2020, The Well team developed its first content on the novel coronavirus (they didn\u2019t yet call it COVID-19) and published it in February. In March, the impact reached the United States.<\/p>\n

\u201cOur page views exploded because people were just starting to hear about this novel virus and were desperate for information,\u201d Julie says.<\/p>\n

Engagements on The Well soared to 3.6 million for the year, about triple the previous year. As Julie explains (and most of us remember), people felt terrified and struggled to find information they could trust. Many found it hard to believe or understand the evolving advice.<\/p>\n

\u201cWe took the opportunity to figure out specifically what do people need to know and what are they searching for? And then we provided them with it,\u201d Julie says.<\/p>\n

Focusing on reader concerns helped the publication get more results from a smaller investment. \u201cWe\u2019ve decreased budget every year,\u201d Julie says, \u201cbut we were increasing our engagements because we had figured out what people wanted.\u201d<\/p>\n

You read that right \u2013 as The Well did better than well, its budget got smaller. \u201cThere\u2019s a reason for that (budget reduction). We are really data driven in everything we create now,\u201d Julie says.<\/p>\n

This year, The Well expects to earn more organic traffic than paid. \u201cWe\u2019ve refined this process so much that we can count on it, and we don\u2019t need as much money,\u201d she explains.<\/p>\n

As data-driven #content performed better, @NorthwellHealth could spend less on paid promotion and still see soaring engagement, says #JulieShapiro via @AnnGynn @CMIContent. #CMWorld <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

HANDPICKED RELATED CONTENT: HANDPICKED RELATED CONTENT:\u00a0No Need to Survey, You Already Have Data for Great Storytelling [Examples]<\/a><\/strong><\/div>\n

A data-driven content development process<\/h2>\n

Julia shares the process The Well developed for its data-driven approach. It starts with an idea form that anyone at Northwell can submit. The form asks:<\/p>\n