tweeting, blogging, seo and strategy for medical editors

Tweeting, Blogging, SEO, and Strategy: Online Content Planning for Medical EditorsBrande N. Martin, MA

American Medical Writers Association Conference 2013

Thursday, November 7, 2013

Goals of Today’s Sessions

• Learn about o The Changing Role of Editors in the

Online/Digital Spaceo What is Content Strategy?o Ways to Plan Online Contento Integrated Communication Strategies

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)

The Word is Out!: Content, Content Is Everywhere…

The Changing Content Spaces

The Traditional Role of a Medical Editor

• Working for o news outlet (Reuters Health), o online medical journal (JAMA), oro other online sources (Medscape)

• Edit and fact check content • Understand and use style manuals• Write/Rewrite content

• Identify and prioritize topics to cover• Give assignments to writers/editors• Maintain an editorial calendar• May oversee/train writers and other editors

Our New Editorial Responsibilities

• All of the traditional tasks plus…

o Web Content Strategy

o Marketing Strategy

o Social Media Strategy

Online Content Planning

• Step 1: Plan a content strategy• Step 2: Focus on your audience needs• Step 3: Write/Edit/Deliver Good Content• Step 4: Repurpose/Integrate content for

social and email (and mobile) channels• Step 5: Measure and manage the content

Content is King!: Content Strategy

•Can user find the content?

What is the content that meets the audience’s needs?

Up-to-date contentEditorial Calendars

Content Owners/ Subject Matter Experts

Our Audiences

• Consumers • Patients• Healthcare Professionals

Patients’/Consumers’ Online Use for Health Info

• 81% of US adults use the internet • 59% say they have looked online for health

information in the past yearSource: Pew Research Center, Health Online 2013; Jan. 15, 2013

http://www.pewinternet.org/Reports/2013/Health-online.aspx

• 52% of US adults gather health information on their smartphones

Source: Pew Research Center, Mobile Health 2012; Nov. 8, 2012http://www.pewinternet.org/Reports/2013/Health-online.aspx

• 33% of consumers use social media sites for health-related matters, including seeking health information…

Source: Demi & Cooper Advertising and DC Interactive Group, Rising Use of Social & Mobile in Healthcare: Inforgraphic; 2012

http://thesparkreport.com/wp-content/uploads/2012/12/SparkReportHealthcareGraphicLarge.jpg

Content Development Strategy

• Who is the audience you trying to reach with your content?

• What are the goals for the content?• What topics are of most interest to my

audience?• What type of content should I plan to add

(write/edit) to the Web site?• What content should I remove from the Web

site?• How should I plan the editorial calendar?

Writing the Content

Search Engine Optimization (SEO)Definition:SEO is the process of affecting the visibility of

a Web site or a Web page in a search engine's "natural" or unpaid ("organic") search results.

Write Quality Content!

Keywordso Determine best keywords for your landing

pages or pages where you want users to visit

o Add to page – headlines/titles/descriptions

o Meta-data: page title and descriptiono Use Google Adwords

http://searchengineland.com/guide/what-is-seo

Social Media Strategy

• Use Twitter or Facebooko promote content on your siteo encourage audience engagement

• How to do thiso Repurpose content from your site o Come up with questions on the topic that

engage readerso Use graphics/clever copywriting content

Goal: Drive audience back to the Web site

Example: Cleveland Clinic Web site

234 FB likes

Posted 4/17/2013

Example: Cleveland Clinic Facebook

846 Likes346 Shares

Posted today 11/7/2013

Example: Cleveland Clinic Twitter Feed

• Bloggingo Have doctor write a blog about the topico Have a patient write a blog telling a

personal story about the topic

Source: http://thesparkreport.com/wp-content/uploads/2012/12/SparkReportHealthcareGraphicLarge.jpg

Example: Cleveland Clinic – Featured Expert Bloggers

Informed Decision-Making for Content Plan

• Follow the trendso What topics are most popular <<stress>>o What are most common patient health

concerns, illnesses, conditionso What events are happening (breast

cancer awareness month, heart healthy month)

• Follow your best judgment• Assess competition (what are others

covering)

• Work with your business intelligence, digital team, or Internet services team

• Assess and review your analytics (statistical trends)o Unique page viewso Conversion Goal Rates <<sign

ups/order>>o Referrer pages

Case Study

• You write patient health education materials and post the following on your organization’s Web site:o Fact sheet on weight loss (HTML page, not a

downloadable PDF)o Call-to-action for audience to sign up for a new

monthly newsletter on weight loss <<Pilot newsletter>>

• Goal: You want users to come to Web site to sign up for the monthly newsletter

• Topic: Weight Loss• Audience: Women 18-55 years old

Content Plan/Editorial Calendar

• What types of content from the weight loss fact sheet can you repurpose for other channels (ie, Twitter, blog, or print)?

• Recipes• Fad Diets• Weight Loss Plans• Exercise Tips

Editorial Calendar

• When will you plan to release the content on weight loss in the different channels (editorial calendar)?

• Fall: College Semester Begins• Winter: Holidays• Spring: Wedding• Summer: Swim Suit Season

Keyword List

• List the top keywords (groupings) that a user may consider when searching for the topic on weight loss

• Weight Loss• Obesity• Dieting• Fad Diets• Quick weight loss

Tracking/Analytics

• Did you have good conversion with signs up for the newsletter?o Track for 3 months or more to get decent

• Never report standalone metric in your data trendsTrack at least 2 metrics for comparison o Goal Conversion o Visits

Key Points

• Medical editors must consider new content strategies

• Online content planning includes web, social, and mobile strategies

• Always remember your audience’s needs• Always write quality content• Track, measure, and analyze your data for

best content results

Resources

• Content Strategy for the Web by Kristina Halvorsonhttp://contentstrategy.com/

• Aha Media Group – Content Strategyhttp://www.ahamediagroup.com/index.html

• Search Engine Land: SEOhttp://searchengineland.com/guide/what-is-seo

• How to analyze, interpret and report data trends in Google Analyticshttp://www.seotakeaways.com/analyze-interpret-report-data-trends-google-analytics/

QUESTIONS?THANK YOU

Follow me on Twitter: @brandemartin

Email: brandemartin229@gmail.com

Website: http://brandemartin.com

tweeting, blogging, seo and strategy for medical editors

pew research

weight loss

editorial

rights reserved

2013 brande

web site

online

trends

Social Media

blogging, and tweeting and facebook oh my! web 2.0 for small...

tweeting the news

tweeting & blogging to world-class data...

are you tweeting?

tweeting for profit

1 . 2 consider this… right now someone is likely to be...

lawyers and social media:the legal ethics of tweeting ... ·...

blogging and tweeting for academics

€¦ · web viewevery second on the internet, there are...

let’s get tweeting

tweeting troubles

start tweeting today

tweeting from events

social media in medical education: effective communication...

blogging, tweeting, sharing getting started with sharing...

rinkside tweeting

tweeting improvement

tweeting for change

tweeting the game: is live-tweeting reshaping the nhl fandom...

champlain college - tweeting!