With an 18 percent click-through-rate (that’s 11x the industry average) and a focused blogging strategy, Swanson Health Products—an online vitamins, herbs, and supplements provider—is turning blog readers into customers like it’s going out of style (which, to be clear, it isn’t).

The Challenge

There was a time when Swanson Health Products managed three different blogs. Each blog had its own goals, its own strategies, and its own maintenance issues. It sounds like a headache, and it was. Just ask Swanson’s small team of writers, who worked hard to get positive returns from each blog, but ultimately ended up falling short of their goals. Got any supplements to help with headaches? We’ll need some over here.

The Solution

To remedy their issues, Swanson selected Compendium’s business blogging platform. Compendium allowed Swanson to create, capture, moderate, and broadcast their content more easily and effectively. It also eliminated the technical maintenance requirements that had accompanied Swanson’s freeware blogging platform. Compendium’s unique way of organizing content around both categories and authors allowed Swanson to consolidate their three blogs into one. On top of that, using Compendium’s Web-to-Post tool, Swanson was able to simplify the process of capturing stories from customers, prospects, and advocates to help fuel the Swanson blog. Of course, all of this content was easily moderated and broadcasted through Compendium’s administrative layer to ensure that it did not violate any brand standards or regulatory policies.

The Results

Swanson is engaging their client-base and prospective customers on a new and personal level. In their first two months of using Compendium, Swanson’s blog traffic jumped 1,640 percent (that’s not a typo), and helped drive 48,155 unique visitors in just three months’ time. Ben Hanson, Swanson’s Internet Content Specialist, put it this way: “In Compendium, we found a tool that allows us to easily publish and promote our content—tracking results through traffic and conversion. Compendium has far exceeded our expectations.” See the blog for yourself at http://healthblog.swansonvitamins.com.