During my short time at Health Europa, I published over 137 articles for the online publication. To have a read of my work, please follow this link: https://www.healtheuropa.eu/author/beckybrickwood/.
When creating an article, we saw the whole process through from start to finish. The first steps included a discussion with the sales team to see if they needed anything covering on the site to help with their pitches. Secondly, I sourced original content and conducted interviews were possible.
When writing the article we followed a house style to ensure content across the businesses other publications remained the same. Once I had proofread and tweaked any final touches to my article I then sourced an image on iStock (I always tried to find something eye catching to entice readers - especially on social media channels - to give the article a read).
Once the post was nearly read to go live in WordPress, I focused on SEO. I regularly got my post in the number one spot on google news for the topic I had written about. For example, I wrote a story on diabetes management on the 28th January 2020 and when I checked google analytics a few days later it had received over 47,000 views.
After publishing each post on the website, I then shared it onto Facebook, Twitter and LinkedIn in order to gain further traction. Here are a few examples of how I added value to the company's social media and in particularly increased the companies LinkedIn following from 769 to 1131, without any paid for promotion or budget in just over two months.
This is an example of the type of Twitter post I would create for each article. I would ensure I would include, the names of any people or companies/organisations mentioned.
I would also include a call to action and hashtags if the character limit on Twitter allowed.
This is an example of the type of LinkedIn post I would create for each article. I would ensure I would include, the names of any people or companies/organisations mentioned.
I would also include a call to action and a link to subscribe to the bi-weekly newsletter. I ensured any hashtags were relevant to the article. I noticed that articles on LinkedIn that included #healthcare and #healthnews hashtags were regularly trending so included these hashtags.
Facebook wasn't a main priority for the company as management wanted to focus more on LinkedIn. This is an example of the type of Facebook post I would create for each article.
After tagging the relevant organisations, companies or institutes, I would also include a call to action with a link to subscribe to the newsletter and a call to action to click on the post, followed by relevant hashtags.
I also shared the posts onto Facebook pages that directly related to the topic I had discussed as an attempt to further increase views.