Paragon Health has been ramping up its content marketing program for the last 18 months as it continues to establish itself as an industry leader. However, because of the limitations of its website, and the lack of a content creation and delivery system, they have struggled.
Their website needed to move from an internet brochure, to a news site that focused on their ideas, not just their services. People visit a website focused on services once or twice. People visit a news site with compelling content over and over again. That was the goal of this recent rebuild.
Build for “Normal” People, Not Web Designers
Most websites still require web designers to make changes. This drives up costs, and makes it difficult for a company to truly be agile in creating new content, and new marketing campaigns. Bryan Feller Associates rebuilt the site in WordPress 3.1 using Standard Theme. This allowed the site to be fully managed by Paragon staff, rather than web designers. In fact, every facet of this website can be edited by non-technical users.
Site Features
The Paragon site is a giant leap forward in many ways compared to their old site. The site includes…
- A scrolling image banner that highlights the most important stories
- A special menu above the blog-roll that highlights key blog categories
- A one-step sign up for their e-newsletter, via Mail Chimp
- Listings of related posts keep old content fresh as new articles are published
- Large, clean banners and side buttons make for easy navigation
- A printer-friendly/PDF button at the bottom of every page and post
Speaking & Events
Paragon’s speaking engagements and events are listed on a separate interface. This keeps the company’s event calendar from getting lost in all of the other blog posts. It also allows Paragon staff to add an event in one place, and the event will show up on its own page and on the side bar. Once the event is passed, it will automatically cease to display and be archived. This allows the Paragon staff to set up events, forget about them, and know that the site will always be updated.
Contextual Advertising
Customized side-bar ads based on the page or post tag. Rather than having the same ads (or graphic buttons) on the right hand side of every page, the ads can be customized. For example, on the Paragon Health site, if a user clicks on any article or services page related to “Cardiology Coding”, a separate set of ads shows up on the right side. In short, this feature allows Paragon to present ads and offers to people based on what they are already showing an interest in.
Easy Contact Forms
When creating only ad campaigns, it is essential to provide a contact form to maximize response. The Paragon site allows Paragon staff to easily add a contact form on any page or post using a simple short code.
Search Engine Marketing
Easy for non-technical users to add and edit anything on the site. In addition, a powerful search engine marketing program, built into the site, allows users to optimize each page or post for the search engines. Simply enter the target word you want to focus on and the system will walk you step-by-step to add this term to all of the key elements that the search engines index. What used to require 2 years of experience in search engine optimization can now be accomplished by a novice.
The Content Marketing Campaign
A new B2B website is only as good as the content marketing that drives it. Subsequent to the launch of the site Paragon has contracted with Bryan Feller Associates to develop testimonials, case studies, and articles for the site, through interviews with subject matter experts. This new content was converted into blog posts, printed tradeshow sheets, and an email newsletter… 