January 18th, 2017

Developing a Content Marketing Strategy with Carolina Arthritis

by Rachel Nell

Carolina Arthritis is a Wilmington, NC care center that offers diagnosis and treatment of arthritis, musculoskeletal disorders, connective tissue diseases, autoimmune illnesses, and osteoporosis. The rheumatologist practice previously worked with Sage Island on updating the look of their website to better reflect their long history, knowledgeable staff, and strong reputation.


Not long after the launch of their website, Carolina Arthritis decided to partner up with Sage Island again to create an ongoing and effective content development strategy that would improve their organic presence and reputation in the industry and the local community. This strategy would primarily focus on existing landing pages on their website and their blog section.


Sage Island’s content development experts began with an evaluation of their website – looking at existing pages and assessing the quality and quantity of content on each page. As a result, our writers focused primarily on their “Medical Services” and “Diseases Treated” sections. The “Medical Services” section features landing pages dedicated to ways they diagnose diseases, including infusions, ultrasounds, and X-rays. The existing content provided an excellent overview of what each of their medical services are, and we further expanded into each of these pages adding information patients may have questions about such as how each procedure works, what to expect, and how to prepare for their visit. The “Diseases Treated” section features landing pages dedicated to diseases Carolina Arthritis treats, including rheumatoid arthritis, gout, scleroderma, and lupus. Similar to the “Medical Services” section, the existing content from each “Diseases Treated” page provides a great overview of types of diseases they treat. And by building from their existing content, our writers included additional information about each disease such as symptoms, diagnosis procedures, and treatments.

Our content writers also developed an ongoing strategy for their blog section. We researched and brainstormed numerous topics to write blogs about, whether that’s focusing on certain diseases, therapies, debunking myths, or sharing ways to live well. Our writers constantly explore new topics to write about and regroup with Carolina Arthritis on new services or subjects their patients regularly ask about.


Since their content development and search engine optimization strategy launched last summer, Carolina Arthritis is in the top organic rankings for those seeking care from expert rheumatologists in the area. And by consistently sharing new blogs and expanding on their website content, they’re also continuing to build their reputation as experts in the industry and local community. Sage Island has enjoyed working with Carolina Arthritis on building their organic presence and assisting with providing knowledge to their new and potential patients. We look forward to watching their business grow and thrive through the effectiveness of content development marketing.

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