How Care and Wear Generate Over 276,000 Annual Visitors Through Caring Content

In this Growth Through Content case study, we are going to look at Care and Wear.

They have grown to generate over 276,000 annual visitors and are featured on the Inc 5000.

And so, in this article you’ll learn:

  • How to create content that shows your audience that you really care about them.
  • The unusual and yet ingenious community tactics they are using to make guest posts credible.
  • And why helpful content is still one of the best routes to success.

Let's dive in.

What is Care and Wear?

Care and Wear is a clothing company that makes innovative healthcare clothing co-founded in 2014 by Chat Razdan.

The company specialises in clothing and accessories for people undergoing medical treatments, namely cancer. In addition, they have branched out to create a range of scrubs for healthcare workers.

What’s Their Traffic Like?

The Care and Wear site has a UR of 45 and a DR of 48, with 13,800 backlinks from 658 referring domains.

They rank for 13,600 keywords and generate traffic of around 23,800 visitors per month, which is worth an equivalent of $18k a month in PPC spend.

As always with these case studies, this data is supplied by Ahrefs and as such might not be accurate. But if anything, they are probably generating more traffic.

So, how do they do it?

Caring Content That Cuts Through Noise

Someone once told me that the internet changes when you are really ill.

That suddenly what you search for tends to have more importance because you are undergoing real difficulties in your life.

As a result, if you’re in this niche, it makes sense that you focus on honest, empathy-driven marketing.

All marketing should have a large dose of empathy anyway. But often that seems to be forgotten.

If you are targeting the healthcare niche, empathy needs to be high on your agenda.

And thankfully Care and Wear do this by not only creating content that helps, they even send traffic AWAY from their site.

Take this article on lotions for people undergoing Chemo.

Traditional SEO would say that this article wouldn’t be a good fit unless you were an affiliate business.

But that’s not the Care and Wear approach. I mean, I have no idea whether they earn money from the traffic they send.

But that single article generates around 1000 organic visitors per month.

They don’t stop there.

They have articles that talk about gifts for patients undergoing Chemo, and many others.

This is what I call caring content.

It is content based on the ideal customer and their needs.

Yes, in some of the content they do push their own goods, but they also present other products that they don’t sell, as well as supportive and helpful information.

Not only is that approach helpful, but they also attract wonderful comments from readers.

But what else does Care and Wear do that stands out?

It’s Not a Blog, It’s a Community

I hate getting guest post offerings.

90% of the time, it’s just people wanting to write content to get a backlink to their site.

But what if it was genuine?

What if people writing on your site do so with helpful experiences, tips and stories?

That’s what Care and Wear have done.

I must admit when I examined their site and saw the words ‘blog + community’, my eyes rolled.

But this blog is different.

It mixes stories from real cancer survivors with blogs written by writers.

And yet, it’s the word ‘community’ that makes it feel very different.

When I saw this my mind was kind of blown.

If you have a product or service that changes lives, solves health issues or anything in the ‘your money or your life’ niches, having customers who can write their stories and turn them into blog posts can make a huge difference to both site credibility and customer relations.

I can think of an abundance of examples, and not only linked to the YMYL sectors.

What about runners who ran a marathon using trainers your company sells?

Or how about a divorcee that a solicitor helped?

These aren’t case studies, these are stories, and they impact the reader in ways we probably won’t appreciate unless we go through a similar life event.

Why Helpful Content is Still Great For Sites

Helpful content is slightly different than caring content.

In terms of meaning.

Caring content is based on the customer and their needs.

Helpful content is simply information that is useful.

To make it easier to understand.

Helpful content is nice to know and not need to know.

Caring content is what someone needs to know.

The above Ultimate Guide to Scrubs Colours article is a great example of caring content.

The article is one of those that can help people in hospital or those going into hospital.

And who knows, maybe even some purchase managers.

But it’s helpful and generates over 4000 visitors a month.

Other examples include this article on clothing:

And this guest article is about emergency hospital bags.

It’s all content that drives traffic and not necessarily sales.

But it’s nice to know and helpful content.

This type of content is what traditionally marketers call ‘bottom’ of the funnel.

But I find that term a bit outdated.

It's empathetic content that shows you understand the consumer and you care about them.

And I think as marketers we should be doing more of this.

As the saying goes.

If we want customers to care about something other than price, we need to give them something else to care about.

And nothing is more powerful than content that shows you care about them.

Content where you aren’t trying to sell the reader anything.

Final Thoughts

Should you be obsessed about traffic and rankings?

Possibly.

Should you be obsessed with your target consumer and create a web experience that they want to keep going back to?

Definitely.

Care and Wear have created a site that I have no doubt has helped many people, with its empathetic positioning and great product line.

Perhaps your business needs to move away from the bottom of the funnel and consider the feelings of your audience?

Give it a try and see what happens.

Thanks for reading.

Andrew

posted December 9, 2021

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