Prior to 2019, CaringBridge’s Resources section lacked a strong organic search presence. Their content strategy primarily focused on inspirational stories and book reviews, which performed well on social and email, but had little impact in search.
Despite being one of the most authoritative resources on coping with health crises, their blog content lacked the strategy to become a well-known, helpful resource for people affected by medical trials.
Since CaringBridge is a nonprofit, we had to be mindful of the resources we were allocating to new content creation. Creating high-quality articles without demanding too much of the content team’s already limited time was the biggest challenge at hand.