a tale of transformation - ragan communications · 2018-05-02 · content strategy engage users in...
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@amandatodo
The Evolution of Storytelling
at Cleveland Clinic
A Tale of
Transformation
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@amandatodo
Amanda
Todorovich
Director of Content Marketing
Cleveland Clinic
@amandatodo
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@amandatodo@amandatodo
Agenda
①Hello.
②2012 – The beginning.
③2013 – We have arrived.
④2014 – OMG.
⑤Today – Endless possibilities.
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@amandatodo@amandatodo
$6.2 billion enterprise
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@amandatodo@amandatodo
43,000+ Caregivers
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We Cannot Create Demand
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@amandatodo@amandatodo
2012 The beginning.
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@amandatodo@amandatodo
Digital
Marketing
Creative
ServicesCorporate
Comm.
Service
Line
Marketing
Working in Silos
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@amandatodo@amandatodo
Scott LinabargerDirector of
Digital Marketing
Nicola ZiadySocial Media
Manager
Nicole McClainManager
Stephanie PetrucciInternet Content
Coordinator
Michelle WallaceEditorial Manager
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@amandatodo@amandatodo
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
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Content Strategy
Engage users in daily
conversation using health,
wellness and clinical
content that is unique to
Cleveland Clinic
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Build a
trusted brand:
locally,
regionally,
nationally,
globally.
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@amandatodo@amandatodo
2012 Challenges
• Finding/creating enough content
• Getting support from marketing teams
• Getting physicians on board (politics)
• Building the site
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@amandatodo
• 7,430 visits in April
• 706,649 visits in 2012
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@amandatodo@amandatodo
2013 We have arrived.
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@amandatodo@amandatodo
Scott LinabargerSenior Director of
Multichannel Content Marketing
Amanda TodorovichManager of Digital
Engagement
Nicole McClainManager
Stephanie PetrucciSocial Media Coordinator
Michelle WallaceEditorial Manager
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@amandatodo@amandatodo
Sophisticated Distribution
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@amandatodo@amandatodo
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@amandatodo@amandatodo
We Were onto Something
• Creating fresh, original content
• Started posting more content on social media
• Invested in growing audiences
• Strengthened the team
• Invested in amplification
• Launched syndication efforts
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@amandatodo@amandatodo
Useful. Helpful. Relevant.
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@amandatodo@amandatodo
Syndication & Amplification
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@amandatodo
• First 1M visit month
October 2013
• Total traffic in 2013 –
8,293,825
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@amandatodo@amandatodo
2013 Challenges
• Changing team dynamics
• Politics
• Changing processes
• More demands on the staff
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@amandatodo@amandatodo
2013 Keys to Success
• Data, data & more data
• Elevating content standards & style
• Establishing partnerships
• Setting aggressive traffic goals
• Sophisticated social media strategy
• Collaboration
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@amandatodo@amandatodo
Color of Pee
• 3,677,362 views
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@amandatodo@amandatodo
2014 OMG.
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@amandatodo
150 Infographics in 2014
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@amandatodo@amandatodo
Milestones
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@amandatodo
• First 2M visit month in
March 2014
• First 3M visit month in
October 2014
• Total traffic in 2014 –
29,480,147
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@amandatodo@amandatodo
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@amandatodo@amandatodo
2014 Keys to Success
• Focused on traffic goals
• Social media growth/investment
• Continuous Outbrain campaigns
• LEVERAGE DATA (and tools)
• Communication & collaboration
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@amandatodo@amandatodo
2015 Endless possibilities.
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@amandatodo@amandatodo
Where are we now?
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@amandatodo@amandatodo
Strength in Numbers
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@amandatodo@amandatodo
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@amandatodo@amandatodo
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@amandatodo@amandatodo
Everybody loves bacon.
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@amandatodo
2015 Traffic
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@amandatodo
2012-2015 Yearly Traffic
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@amandatodo@amandatodo
2015 Challenges
• Continuing to raise the bar
• Organizational change
• Revenue & advertising
• Increased demand for content on all channels
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@amandatodo@amandatodo
Paul Matsen, CMO
“The work of our Health Hub 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 the
Health Hub 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.”
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@amandatodo@amandatodo
Content is a
Great Unifier
Content
Marketing
Corporate
Comm.
Service
Line
Marketing
Content
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@amandatodo@amandatodo
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@amandatodo@amandatodo
#CCAnimalHouse15
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@amandatodo@amandatodo
“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
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@amandatodo