Cleveland Clinic Adds Podcasts To Marketing Mix

Podcasting is a medium that has swept nearly every industry, and experts and amateurs around the globe are producing and publishing thousands of episodes every day. The list of topics is endless, and it seems nearly everyone is plugged into a podcast while commuting or exercising.

So it only makes sense for Cleveland Clinic, one of the country’s leaders in healthcare content marketing, to take advantage of this hugely popular platform.

Amanda Todorovich, senior director of content and creative services at Cleveland Clinic

“Our content marketing goal is to have content in all formats for people who are seeking health information,” says Amanda Todorovich, senior director of content and creative services at Cleveland Clinic. “We want to be there to answer those questions in any way they want it, whether it’s online, through the blog, through social media, or podcasts.”

But adding podcasts to Cleveland Clinic’s already robust content offerings wasn’t just about tapping into a popular market. The podcasts are also part of the health system’s goal in creating content that is informative, accurate, and trustworthy.

The idea of building trust in content is at the heart of Todorovich’s content strategy. To build that trust, Todorovich says her team focuses podcast programming on topics their followers are talking about and the questions coming in on social media or through the blog.

“We could have taken a very traditional marketing approach around our strategic priorities, but we actually try to use data from all our content platforms to tell us what our consumers are looking for, and build our shows from there,” Todorovich says.

Learn more: Cleveland Clinic Builds on Trustworthy Content with Renewed Podcast Strategy

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