the content conundrum [webinar]
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The Content Conundrum
BEN DILLON, VP & EHEALTH EVANGELIST, GEONETRIC
MICHELLE LECOMPTE, DIRECTOR OF CONTENT SERVICES, GEONETRIC
GRANT SANBORN, DIRECTOR OF INTERACTIVE MARKETING, HCA CAPITAL DIVISION
JANUARY
Top Five Content Trends for 2013
FEBRUARY
The Content Conundrum
MARCH
Content Marketing for Healthcare
About GeonetricGeonetric is a healthcare marketing agency and software developer providing leading hospitals and medical practices with marketing services and software solutions specific to the healthcare industry.
Today’s Presenters
Ben Dillon, MBAVice President &
eHealth EvangelistGeonetric, Inc.
Grant SanbornDirector of Interactive
MarketingHCA Capital Division
Michelle LeCompteDirector of Content
ServicesGeonetric, Inc.
This is Hard Work!
Good Content Matters
Why Good Content Matters• Helps with:
– Visitor acquisition
– Visitor education
– Visitor engagement
– Visitor persuasion
Visitor Acquisition
Infographic source: http://www.ravenshoegroup.com/blog/2011/search-engine-optimization/search-engine-optimization-infographic-2
This more than
doubled monthly profile views for Dr. Keating!
Visitor Education
Education Supports Decision Making
Visitor Engagement
Content Directs to
Action
Visitor Persuasion
The Web is the Only Place Where You Reveal the
Complete Picture
Physicians
Where Does Content Come From?
Three Approaches• Licensed content
• Customized content – Write it yourself
– Hire someone to write it for you
Licensed Content• What can you license?
• What role can that play in your site?
• How do I maximize the benefit?
Licensed Content Has a Place
Acquisition
Education Engagement
Persuasion
Licensed
X X
Custom
X X X X
• Rarely worth creating when you can license
• Also a great source of video and image content
• You can’t license content for everything!
• There’s a difference between library content and talking about what you treat
• Make sure syndicated content fits your goals
Does This Match Your
Goals?
SEO Challenges ofSyndicated Content Libraries
Maximizing Health Library Value
• Don’t put your investment in a silo
• Integrate it in!
Integrated Health
Libraries
Can I Write My Own Content?
Custom ContentHiring the Pros vs. Writing it Yourself
Do it Yourself• Keep it centralized
– Bandwidth
– What can you set aside to get this done?
• Spread the wealth– Skills
– Editorial control
– Mentorship and training
• And it’s still hard to get consistency and quality
Hiring a Pro• Buying bandwidth to
get it done
• This is technical – you need writers with healthcare expertise
• Fewer writers helps with consistent voice and quality
• Do content reviews as you go
The Content Development Process
Developing Custom Content
What Do You Have?• Content
Inventory• Content Audit
What Do You Need?• Gap Analysis• Information
Architecture
How Do You Tell Your Story?• Research• Message
Mapping
Content Inventory
Page Title
Orthopaedic Care at JW Hospital
Joint Replacement Strength & Fitness
Joint Information Classes 2010
Orthopaedic Rehabilitation
Ortho & Spine Contact Information
Orthopaedic Care Facilities
Spine Surgery
Spine Surgery at JW
Content AuditPage Title Notes
Orthopaedic Care at JW HospitalPull value proposition into system-wide landing page
Joint Replacement Strength & Fitness Add to Ortho Rehab pageJoint Information Classes 2010 Delete - outdatedOrthopaedic Rehabilitation Keep and editOrtho & Spine Contact Information
Pull into centralized contact page
Orthopaedic Care Facilities Generate dynamicallySpine Surgery Keep and editSpine Surgery at JW Delete - duplicate
Gap Analysis
Available Services
Visible Services
Diabetes CareEmergency Services
Heart & VascularSurgical ServicesWound Healing
Diabetes CareEmergency Services
EndoscopyHeart & VascularPhysical Therapy Sports MedicineSurgical Services
Transplant SurgeryWound Healing
Visible Services
Diabetes CareEmergency Services
EndoscopyHeart & VascularPhysical Therapy Sports MedicineSurgical Services
Transplant SurgeryWound Healing
Gap Analysis
Information ArchitectureServices(primary)
Cancer Care Heart & Vascular Neuroscience & Stroke Orthopedics & Spine Women’s
ServicesCenters
for Surgical
Innovation
Community Wellness
Complex Care
Diabetes Care
Emergency Care
Emotional Health
and Wellness
Endoscopy Services
Hospice Care
Hospitalists
Intensive Care
Pain Managem
ent
Palliative Care
Pediatric Care
Primary Care
Pulmonary Care
Rehabilitation
Services
Sleep Center
Sports Medicine
Surgical Services
Surgical Weight
Loss
Tests & Imaging
TransplantWorkplace Wellness
Wound Healing
Research
Subject experts
Source material
Market
What You
OfferWhy
You’re the First
Choice
Message Mapping
Orthopedic & Spine
Navigation
Pages
Key messages
Calls to action
LinksDynamic contentLicensed
contentImages &
video
TWEET IT: #GEOLIVE
Questions?
• To learn more:– Contact us
– 800.589.1171
– Kevin. Stejskal@Geonetric.com
• Visit our website:– www.geonetric.com
• Connect with us– @geonetric
The Content Conundrum Video
Watch the VideoInterested in learning more and hearing the content experts talk about healthcare content that performs?
Visit our website to watch a free recording of our popular webinar.
Watch the Content Conundrum webinar!
New White Paper Available
Get to the Point: Web Writing for HealthcareYou know you need great content on your hospital’s website. But writing it and managing it is a big job. This white paper will help. We’ll answer your top content questions and explain the fundamentals of writing good content for the Web.
Request your free copy!
Next Month’s Webinar
Content Marketing for HealthcareMarch 28 - 3:00 p.m. Central Time
The key to a successful content marketing strategy? Stop talking about your organization and start talking about what your audience wants to hear. Content marketing is about creating valuable material that builds your brand in the marketplace. Attend this webinar to learn how to develop a content marketing program. We’ll discuss the basics of content marketing, showcase healthcare examples, and highlight how to use it to develop real relationships with your audience.
The End
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