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Arkansas Children’s

Content Marketing

We worked with pediatric hospital Arkansas Children’s to build brand awareness and increase audience engagement through the development of a strategic, data-driven content marketing plan.

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The Situation:

Arkansas Children’s is the only hospital system in the state solely dedicated to caring for children, which allows the organization to uniquely shape the lives of children here. The system includes two hospitals (in Little Rock and Springdale), a Level 1 Trauma Center in Little Rock, a research institute and a growing foundation. Arkansas Children’s is affiliated with the University of Arkansas for Medical Sciences and is a teaching hospital with the UAMS College of Medicine’s Department of Pediatrics. 

Arkansas Children’s staff consists of more than 500 physicians, 200 residents and 4,400 support staff. Arkansas Children’s Hospital includes 336 beds and offers three intensive care units. The Little Rock campus spans 36 city blocks and has a floor space of more than two-million square feet. The organization also recently opened a comprehensive pediatric medical care in Springdale with the opening of Arkansas Children’s Northwest, the region’s first and only children’s hospital and pediatric emergency room. 

Ghidotti was tasked with providing a strategic content marketing plan to help Arkansas Children’s drive business outcomes, volume, growth and patient retention while also lending support to the four overarching marketing strategies: Precision marketing, Search marketing, Storytelling and Reputation. 

The Strategy:

The Arkansas Children’s content marketing plan focused on the utilization of all digital channels to build awareness around the brand, help drive business outcomes and support the Arkansas Children’s team as it transitions from a tactical MarCom focus to strategic, data-driven marketing efforts. We encouraged Arkansas Children’s to combine its two blogs (Happy Healthy Blog and Patient Stories) into one blog to streamline all traffic into one source. Content for the blog was organized using designated tags and specific keywords, which made it easier to find content, allowing for the creation of an ebook and increased organic rankings via search engine optimization. 

On the social media side, Facebook and Instagram were used to distribute consistent, engaging content, specifically through the use of video. With research showing that videos receive higher engagement than images or links alone, live video was utilized on Facebook to feature Arkansas Children’s physicians and other resources while allowing audiences to interact with them directly. Instagram was used to tease blog stories and videos with shorter clips, while also publishing infographics for patient education and the promotion of events, special observances and new doctors. 

We encouraged Arkansas Children’s to make use of Twitter, LinkedIn and YouTube to achieve their content marketing goals. On Twitter, we advocated for the use of relevant hashtags on all tweets, while being engaged with their audience and providing a response when applicable. The approach on LinkedIn was broadened from HR and recruitment to include engagement with other healthcare influencers to expand the network of referring physicians and other professional groups, as well as targeting regional physicians with promoted posts and ads that drive them toward physician-oriented content, newsletters or an email signup form. Much like videos on Facebook and Instagram, YouTube was utilized to increase brand visibility, educate patients and establish Arkansas Children’s as a thought leader and authority in health care.

The Results:

To ensure that Arkansas Children’s achieved its goals, we provided a content marketing workflow guide, which provided a step-by-step process from ideation and creation through tracking and reuse. We also created a content marketing lifecycle directory, outlining the practice of strategizing, planning, producing, promoting, analyzing and amplifying content. These guides were utilized by the Arkansas Children’s team on all of its content marketing efforts to ensure a consistent approach and an optimum outcome. 

Our team provided content creation for the newly formed blog. The subject matter ranged from timely information for parents such as back-to-school vaccinations in August and helmet safety during the summer months to telling the stories of the many inspirational patients, nurses and doctors at Arkansas Children’s. The blog was also utilized to promote and drive traffic to specific events or services like a car seat check event and the number of volunteer opportunities available at Arkansas Children’s. 


Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring an Assistant Account Executive! 

Assistant Account Executive Job Description: 

As an Assistant Account Executive, the staff member will assist the team in the execution of client activities and be exposed to all aspects of the basic services offered at the agency.

Main Responsibilities

  • Develop complete, accurate and effective lists using multiple information sources based on the agency’s resources. (Cision, online resources, etc.).
  • Write/prepare pitches, backgrounders, executive communications and various reports (as appropriate by service function) with supervision from the manager.
  • Effectively pitch and place stories for clients, with an emphasis on placement results (particularly local and regional media). (Digital-specific team members excluded).
  • Be adept at engaging in and creating content for digital media campaigns, including social media, paid campaigns (including early stages of copywriting), e-newsletters, etc.
  • Monitor for trends/marketing/story/lead opportunities that are client- or service-related. Keeping a consistent pulse on the industry trends within your client’s base.
  • Support special events such as media tours, receptions, luncheons, trade shows, grand openings, etc. 
  • Participate in group brainstorming sessions.
  • Continue advancing skills for InDesign, Photoshop and/or WordPress, as well as grasping overall design best practices (depending on position/department).
  • Continue advancing skills in agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Maintain relevant Google certifications for AdWords, GDN, Analytics or otherwise, adding at least one additional certification. (Digital team only)
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.


Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position