The document discusses online content planning strategies for medical editors. It outlines the changing role of editors to include web content strategy, marketing strategy, and social media strategy. The presentation covers how to plan content through developing a content strategy, focusing on audience needs, writing/editing content, repurposing content for social channels, and measuring results. Case studies and examples from the Cleveland Clinic are provided. Key points emphasize the importance of quality content, tracking analytics, and remembering audience needs across online channels.
Ignite Your Online Influence: Sociocosmos - Where Social Media Magic Happens
Tweeting, Blogging, SEO and Strategy for Medical Editors
1. Tweeting, Blogging, SEO,
and Strategy:
Online Content Planning
for Medical Editors
Brande N. Martin, MA
American Medical Writers
Association Conference 2013
Thursday, November 7, 2013
2. Goals of Today’s Sessions
• Learn about
o The Changing Role of Editors in the
Online/Digital Space
o What is Content Strategy?
o Ways to Plan Online Content
o Integrated Communication Strategies
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3. About Me: Brande Martin, MA
Content Strategy, Communications, & Editorial
Management Professional
• The College of American Pathologists
• Medscape/WebMD
• Northern Illinois University
• American Dental Association
• American Medical Association
• Rapid Science Publishers (now part of Wolters
Kluwer)
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4. The Word is Out!: Content, Content Is Everywhere…
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6. The Traditional Role of a Medical Editor
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• Working for
o news outlet (Reuters Health),
o online medical journal (JAMA), or
o other online sources (Medscape)
• Edit and fact check content
• Understand and use style manuals
• Write/Rewrite content