Lewis Shields, Agency Lead at Touch Creative, presented on The Science and Strategy of Evidence-Based Content - From Making to Marketing and Measurement Impact at Mumbrella's Health & Wellness Marketing Summit.

1. Make an impact
with content
@lewisshields

2. We live our lives online

3. Health has a digital feedback loop

4. Our end goal
Right place! Right time! Right message! Right person!

5. Trigger based testing
Awareness!
!
!
Interest!
!
!
Desire!
!
!
Action!
• Content consumption
• Brand engagement
• Key words targeting and interests
• Data matching
• E-mail opens
• Location targeting

6. Optimising Primary IVF
Australian’s reached - 1,045,242
Engagements - 10,991
Clicks to website - 30,631
Conversions - 394

7. PR optimisation

8. Measurement is critical
Resulting in
830 appointment enquiries
=
12x campaign ROI

9. Continue to optimise
• 1 in 5 online adults have used voice search on their
mobile in the last month via Global Web Index
• Nearly 50% of people are now using voice search
when researching products. via Social Media Today
• 50% of all searches will be voice searches by 2020
according to comScore

10. Continue to optimise
• Develop content which answers
a specific question – look for
opportunity in your analytics
• Use conversational keywords
and focus on long-form queries
• Q&A content holds out best

11. Take outs
There isn’t a linear customer journey – understand the audience, develop
messages specific to its intent and use data and technology to trigger the right
content at the right time.
Being able to measure in the moment is critical to build and track impactful
campaigns.
Protect your investment by continuing to optimise content for changes in
technology and consumer behaviour.