The tools for success: Leveraging content marketing to engage and inspirefor success
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Developing an insightful content marketing strategy that anticipates consumers’ need for meaningful health information can go a long way toward helping healthcare organizations reach their target audiences and build relationships. But many marketers, wary of navigating this heavily regulated area, have made scant progress. This plenary session will dive deep into the ins and outs of content marketing, including tips for choosing the right channels and effective techniques for measuring your efforts.
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The tools for success: Leveraging content marketing to engage and inspirefor success
- 1. The 7 Keys to Content Marketing Success @amandatodo
- 2. Amanda Todorovich Director of Content Marketing Cleveland Clinic @amandatodo
- 7. Launching Health Hub • Goal: re-purpose existing offline content • Basic blog format/style – Integrated existing Heart & Vascular blog • Traffic would come from search • Live April 2012
- 8. @amandatodo
- 9. 1. Define Success 2. Document & Adhere to a Content Strategy 3. Find Passionate People 4. Develop Your Distribution 5. Mine & Mind Data 6. Communicate & Collaborate 7. Be Aggressive @amandatodo
- 10. You cannot be successful if you don’t know what success looks like.
- 11. Steps to Measure Success
- 12. ROI?
- 13. Content Strategy Engage users in daily conversation using health, wellness and clinical content that is unique to Cleveland Clinic
- 14. 70% of marketers lack a consistent or integrated content strategy. (Altimeter) Document it. Stick to it.
- 16. Color of Pee • 4,076,189 views
- 20. “Each of us has a fire in our hearts for something. It’s our goal in life to find it and keep it lit.” – Mary Lou Retton
- 24. Mine & Mind Data
- 25. Eat, Sleep & Breathe DATA • Measure & test & test again • Never be content
- 27. Content is a Great Unifier Content Marketing Corporate Comm. Service Line Marketing Content
- 28. Be AGGRESSIVE
- 29. 150 Infographics in 2014
- 31. Paul Matsen, CMO “The work of our Health Essentials team plays a critical role in building the national reputation of the Cleveland Clinic. Our unique and engaging content helps to make digital communications the leading source of new awareness for the Clinic. Leveraging Health Essentials as a communications platform has become a core strategy for our brand and individual service lines. The creativity and integrated thinking of our Content Marketing team has been a key driver of our success.”
- 32. Milestones
- 33. @amandatodo
- 35. Brand Awareness
- 36. 1. Define Success 2. Document & Adhere to a Content Strategy 3. Find Passionate People 4. Develop Your Distribution 5. Mine & Mind Data 6. Communicate & Collaborate 7. Be Aggressive @amandatodo
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- Want to tweak this. Get image in right size and change text box to CMWorld orange color.
- Want to tweak this. Get image in right size and change text box to CMWorld orange color.
- Goal is brand awareness.
- Started by using BeWell. Scrambling for content. Build it & they will come.
- This is our strategy. It’s about creating engagement and conversation with our own unique content, created and not curated. People gravitate to brands that are helping them. Brands are like our friends. We want the experiences to be consistent and fun. Walk away from interactions feeling good. Content is used to build relationships. We cannot create demand.
- We ended 2013 with this stellar piece of content that still stands as our most visited post of all-time.
- New agency. Responsive design. New navigation. More categories. Better search. ADVERTISING!