Each year, Content Marketing World receives hundreds of nominations for the coveted Content Marketer of the Year award. Past winners include Vishal Khanna of Wake Forest Innovations (2015), Bryan Rhoads, Intel Digital Media Labs (2014) and Julie Fleischer of Kraft Foods Group (2013).

In 2016, this award went to another truly deserving content marketer, Amanda Todorovich Director of Content Marketing, Cleveland Clinic. Amanda and her team at the Cleveland Clinic have proven that content marketing really works for healthcare organizations. In fact, their blog has been named as the most visited hospital blog in the entire country!

If you’re like me, you likely wondered “How does she do it?”. Fortunately for you (and myself), I was able to steal away some of Amanda’s valuable time to gain insights into everything from how her team has managed to develop such a successful content strategy to what an average day looks like in her world.

So buckle up and get ready for liftoff as Amanda tells us more about her approach in her own words.

What does your role as Director of Content Marketing at Cleveland Clinic entail? What does your day look like? What do you like best?

I lead a team of 25 amazing people! We create and distribute content in support of enterprise goals and priorities. We manage our consumer and physician blogs as well as social media, email marketing, print publications, and branding. We publish 3-5 articles on both blogs every day and do about 2500+ additional projects per year. Every day is different, but I make a point of touching base with each work group every week in a quick stand-up meeting, and then I also do a full staff meeting every week. I spend a lot of time representing our team in meetings with key stakeholders and leaders from across the enterprise.

My team teases me because they can hear me coming because I tend to walk pretty fast from cube to cube… I tend to run around our office a lot and talk to team members about projects or ideas throughout the day. This frequent interaction with various team members is my favorite part of the job. The result of this close collaboration is an incredibly engaged team that is delivering amazingly creative high quality content day-in and day-out.

How do you believe your communications and media relations experience has impacted your approach to marketing?

My background in communications and media relations is exactly what I think has made me a successful content marketer. Content marketing is about communicating with your customers in a compelling and engaging way, and it’s about great storytelling. And, that is really the heart of PR, too. I built my “nose for news” and understanding of what makes a great story/piece of content very early in my career. The biggest difference between doing traditional media relations and what I do now is that I’m focused on telling our own stories and growing our own audiences for our brand vs. working with media outlets to tell our story for us to their audiences.

How does your team go about developing a content strategy that balances the needs of the brand and the target audience (patients)?

It starts and ends with identifying the goals of the content marketing program. For us, the big overarching goal of our work is to increase national brand awareness for Cleveland Clinic. So, with that in mind, our content strategy is really driven by the desire to be useful, helpful and relevant to people all over the country (and even the world). We always filter requests and content needs with that lense – would someone in California who’s never heard of Cleveland Clinic find value in this story? If yes, we do it. If not, we will likely recommend a different path. We are an extremely data-driven team, so we have the insights to know what our audiences like and engage with most heavily. That drives our daily decisions around what content to publish and when. We talk about the numbers every day.

When only 40% of B2C…