Differentiation by Content
With more than a billion websites on the internet, how does any single one make an impact on its target audience? That’s particularly challenging for an organization like the American Association of Sleep Technologists (AAST), which became independent from a larger organization in 2017 to focus exclusively on the sleep technologist profession.
AAST has quickly established itself as a thought leader with one simple addition: a blog that provides targeted education, resources and advocacy to sleep technologists. Content drives engagement, and AAST has successfully used its blog as a means to attract page views and generate leads for prospective membership.
In 2018, the AAST website saw 75 percent new visitors on average each month — new visitors who were finding not only a website full of information on the organization, member offerings, education and the like, but relevant and timely insights into what is currently happening in an evolving field. The sharing of these insights on the AAST blog resulted in 30 percent more blog subscribers in 2018 over 2017, providing a new audience of interested contacts to cultivate.
AAST’s blog features a variety of content, which draws in a wide range of readers. Topics include insights from thought leaders, news from the field and profiles of AAST members. A number of series can also be found on the blog, made up of four to six blog posts with a related theme. These series showcase different points of views on common topics and keep readers engaged as they are released weekly.
In 2018, AAST also released a series of four roundtable video blogs featuring thought leaders from the field discussing hot topics. These videos offered yet another way for readers to engage with the content and resulted in increased traffic on the website.
Frequency of posts also plays a key role in driving traffic to the website. Posts are added to the AAST blog at least twice a week, and a weekly blog recap email distributes to all subscribers, driving them back to the website yet again. Having content that is frequent and fresh is important in keeping readers coming back to the site to consistently find something else to learn.
While there are a lot of factors that drive website traffic, AAST has found that the addition of a blog, and the creation of relevant content on a regular basis, is a great recipe for success. More importantly, the blog is also a driving force in delivering on their mission to provide education, resources and advocacy, and lead sleep-care professionals to be the most knowledgeable in the field — and that is the ultimate success.
Crystal Ligda is a Senior Marketing Manager for SmithBucklin.
SmithBucklin Content helps you position your organization as an authoritative source of timely, relevant, comprehensive and engaging industry intelligence. Contact us to learn about partnering with SmithBucklin Content to create a customized content strategy for your organization.