We were so incredibly proud to produce useful and informative content around a condition that is under-diagnosed and lacks the awareness it deserves, considering it affects one in nine women under 44. It was a privilege to share Ann-Maree’s journey and engage with a large audience to increase awareness for endometriosis and HCF as a brand.
Having a clear focus on audience and objective – thanks to our content strategy– meant we could create and atomise content that was bespoke for channel, driving higher interaction and never wavering on our commitment to quality, veracity and the power of storytelling.
Emily Geier
HCF Senior Content Marketing Manager
As Australia’s largest not-for-profit health fund, HCF is committed to making its content relevant, engaging and understandable. But that isn’t always easy, particularly when it’s complex medical information.
The TL;DR snapshot:
- HCF undertook an endometriosis pilot to road-test its new operating model.
- We mapped the optimum user journey and search volumes to develop the web hierarchy.
- Content was produced based on data-led insights… and told compellingly.
- Content was leveraged across multiple consumer touchpoints.
- The landing page and content ranks on page one of Google – no small feat in just a few months.
- It is the most successful search results HCF has achieved from a content campaign.
The challenge: Taking a customer-led view and breaking silos
Now that HCF had its content marketing strategy in place, it was crystal clear who it was targeting, why, how, and what their next step should be.
So, we partnered with them to produce content for a pilot to showcase its new approach.
How we approached it: Start with customer intent and their journey
The insights from the brand experience map clearly detailed the endometriosis opportunity. From there, we needed to map the optimum user journey and search volumes.
Endometriosis is an emotional topic and we needed to ensure that the content was genuinely helpful, empathetic and medically robust.
Once we were clear on the intent of searches, we mapped the optimum customer journey and web hierarchy, so we understood the endpoint.
When this was locked down, the plan was socialised with the working group to discuss how their teams’ activity could be synchronised into a cohesive and impactful campaign.
From there, it was time to move into content production.
The solution: ‘Consumerise’ data to craft impactful stories
First, a journalist ‘consumerised’ the website hierarchy. For example, we knew we wanted to target the search term ‘medicine or myth endometriosis’. After we’d done our research, this became an article called ‘Endometriosis myths: common misconceptions busted’.
Next, we assessed what existing content HCF had that we could repurpose.
In unison, HCF was producing an emotional video sharing Ann-Maree’s story: a woman’s journey to motherhood with endometriosis.
In a compelling video, Ann-Maree said: “I want it to be okay to talk about endometriosis. I want women to feel they can say, ‘I’m in pain, I’m suffering,’ and to be taken seriously. And I’m sharing for my daughter – because there’s a genetic element to this disease – and I want her journey to be different.”
This cracking piece was the hero of the social campaign.
Making it happen: HCF’s endometriosis content hub comes to life
Once the content was complete, we worked with HCF to design a landing page. And we made sure this page, and each piece of content, were optimised within an inch of its life.
Making an impact where, when, and with who it matters
This campaign was so successful because it was leveraged across so many consumer touchpoints. And feedback from the team showed the new integrated operating model worked a treat.
From a metrics perspective, the campaign delivered:
- The most successful search results HCF has achieved from a content campaign. The landing page ranks on page one of Google.
- 15 key search terms rank on page one of Google within just four months. (And there’s 41 more on page two of Google that are probably on page one since we wrote this!)
- Drive free, sustainable traffic through search
- The six articles and video were atomised across multiple channels – including a myriad of social posts and member communications, significantly increasing its yield.
Don’t just take our word for it.
For results like this,
get in touch:
Don’t just take our word for it. For results like this, get in touch:
