How Children’s Health Used Content to Increase Onsite Consumer Engagement
Who Averaged Spending
With each piece of content (1.6X increase)
71% of visitors
Actually engaging with their content
The Goal: Increase Engagement on Children’s Health Blog
Children’s Health’s primary goal when partnering with inPowered was to increase engagement, as well as drive repeat engagement, on their health + wellness blog designed to educate parents on a variety of important topics.
Our Solution: Use Owned Content to Target Already-Engaged Consumers
inPowered amplified owned articles from Children’s Health’s blog to further engage consumers reading their posts, while also creating a pre-qualified pool of consumers interested in specific topics to guide future content creation. inPowered’s AI-Powered Content Distribution platform enabled Children’s Health to analyze over 4,250 variations of ad permutations by testing various headlines, images, audience interests, and demographics; adjusting the campaign in real-time to re-engage readers as evaluated by a cost-per-engagement metric. inPowered’s technology then showcased the right call-to-action after 15 seconds of engagement to further engage individuals to read more content across the leading healthcare institution’s “Health + Wellness” library.
- Reduced Cost-Per-Engagement by 78%
- 6% Average Next Action CTR for Continued User Engagement
This campaign focused on 16 articles from Children’s Health’s owned blog, which covered an array of healthcare-related topics; with the goal of educating parents on best practices to keep their children safe + well. The promoted stories focused on a variety of topics, such as “Do Timeouts Work?,” “Holiday Toy Safety Checklist,” “6 Flu Prevention Tips,” “Early Signs of Scoliosis” and “Seizure First Aid: Know What to Do.”
Children’s Health used inPowered’s Content Distribution platform to run 4,256 different ad permutations across Facebook, Yahoo and Taboola; using AI-powered analysis to identify users that were actively engaging with their content, with the goal of furthering their engagement with the content. inPowered’s AI examined each piece of content with a wide-varying audience, which included:
- Men and women.
- Six specific age brackets (18-24, 25-34, 35-44, 45-54, 55-64 and 65+).
- Users on desktop and mobile devices (iOS and Android).
- Interested in a variety of related topics including “Motherhood,” “New and Expecting Parents,” “Fatherhood,” “Baby & Infant Gear,” “Childcare,” and “Parents Magazine.”
- Living in the Dallas/Ft. Worth area.
Using inPowered’s technology, it was determined that the audiences most efficiently engaging with Children’s Healthcare’s blog were:
- Both men and women in the Dallas/Ft. Worth area.
- Primarily ages 25-34.
- Using a mobile device (iOS).
- Self-identifying as having a strong interest in “New & Expecting Parents,” “Children’s Clothing,” “Motherhood,” “Children 4-9 Years Old,” “Parents” and “Children in Household.”
With the main goal of this campaign being to further engage pre-qualified users on Children’s Healthcare’s blog, they utilized inPowered’s platform to apply “Related Stories” next actions across each piece of content increase consumer interest and interaction. They were able to determine that “Seizure First Aid: Know What to Do” and “Seizures in Children: Signs, Causes and What to Do” were the two top related stories users were interested in reading next. By testing this various calls-to-action, it also allowed the healthcare company to improve refining future content creation strategy — optimizing the amplification of content towards the posts clearly performing best, as shown thru these unique and informative data points.