best practices for pediatric healthcare content marketing
DESCRIPTION
Children’s Hospital Association’s Strategic Marketing and Communications Forum MeetingTRANSCRIPT
@ahaval 1
Best Practices for Pediatric Healthcare Content Marketing
Presentation to:Children’s Hospital Association’s Strategic Marketing and
Communications Forum Meeting
Ahava LeibtagPresident
Aha Media Group
@ahaval 2
@ahavaL
@ahaval 3
Every minute…• YouTube users upload 48 hours of video• Facebook users share 684,478 pieces of
content• Instagram users share 3,600 new photos • Tumblr sees 27,778 new posts published
@ahaval 4
Demanding?The average brand organization is responsible for the content demands of 178 social media properties, plus websites, blogs and live events.
--The Altimeter Group (2013)
@ahaval 5
Impossible?The average American is bombarded by 5,000 messages a day.
--The New York Times (1988)
@ahaval 6
To build an audience of 50 million
58 years
@ahaval 7
To build an audience of 50 million
58 years
14 years
@ahaval 8
To build an audience of 50 million
58 years
14 years
4 years
@ahaval 9
To build an audience of 50 million
58 years
14 years
4 years
3.6 years
@ahaval 10
To build an audience of 50 million
58 years
14 years
4 years
3.6 years
80
Source: ComScore
@ahaval 11
The times…they are a changin’.
@ahaval 12
Modern Marketing Challenges
• Ads don’t have the same power (esp. in digital)
• Reduced attention• Lack of brand loyalty• Social sharing
@ahaval 13
SO WHAT WORKS?
@ahaval 14
@ahaval 15
@ahaval 16
@ahaval 17
@ahaval 18
@ahaval 19
@ahaval 20
@ahaval 21
FILL A VOID
@ahaval 22
AND DO IT BETTER THAN OTHERS.
@ahaval 23
@ahaval 24
@ahaval 25
@ahaval 26
@ahaval 27
PEOPLE LOVE TO ENGAGE.
@ahaval 28
It gives them a sense of belonging.
@ahaval 29
@ahaval 30
@ahaval 31
@ahaval 32
@ahaval 33
@ahaval 34
@ahaval 35
@ahaval 36
@ahaval 37
People crave connection.
@ahaval 38
Transparency.
@ahaval 39
Today• What is content?• Why do we have such a hard time with
content?• Defining content marketing• 6 Rules You Can Use: Can we be better
healthcare content marketers and how?
@ahaval 40
CONTENT IS A CONVERSATION.
@ahaval 41
TO WHOM ARE WE TALKING?
@ahaval 42
WHO ARE WE?
@ahaval 43
CONTENT REVEALS TO THE WORLD WHO WE
ARE.
@ahaval 44
CONTENT IS THE CONVERSATION THAT
FUELS THE SALES PROCESS.
@ahaval 45
Email Addresses/Contacts
Engaged
Prospect & Recycled
Lead
Sales Lead
Opportunity
Customer
• Emails/Contacts: Not yet leads, just have entered the funnel
• Engaged: Show real engagement by downloading content, opening an email, commenting on a blog post
• Prospect: Qualified but are not ready to buy (decision makers?)
• Lead: Prospects that show enough behavioral engagement that we want to call them
• Sales lead: Qualified by sales• Opportunity: Part of the active
pipeline• Customer: They have bought an
solution• Upsell and retain: Keep them
buying
Sales Funnel
Marketing
Sales
Nurturing Database
@ahaval 46
@ahaval 47
Modern Marketing Challenges
• Ads don’t have the same power (esp. in digital)
• Reduced attention• Lack of brand loyalty• Social sharing
@ahaval 48
Goals of content marketing
1. Attract: Create content that will draw prospects like bees to a blossoming flower
2. Acquire: Give them the content in exchange for an email address or some other form of potential ongoing contact
3. Engage or connect: Continue to engage by creating and sending relevant content about your product, service or knowledge base
4. Drive profitable action: Clearly align your content creation and distribution efforts with your business goals
@ahaval 49
#1: Attract
@ahaval 50
#1: Attract
@ahaval 51
#2: Acquire
@ahaval 52
#3: Engage or Connect
@ahaval 53
#3: Engage or Connect
@ahaval 54
#3: Engage or Connect
@ahaval 55
#4: Drive Profitable Action
@ahaval 56
Think: Multiple Touch Points
@ahaval 57
Content marketing allows you to sustain the conversation.
@ahaval 58
Content Marketing Stats• Content marketers’ top priorities were found to be
driving leads and engaging buyers• 71% of marketers are increasing spend on
content marketing in 2014• 85% of marketers saw an increase in awareness
building as a result of content marketing• 76% of marketers saw and increase in buyer
engagement as a result of content marketing
@ahaval 59
6 RULES FOR HEALTHCARE CONTENT MARKETING THAT CONVERTS
@ahaval 60
Rule #1: Know the Difference Between Information and
Delivery
@ahaval 61
@ahaval 62
@ahaval 63
Content Formats• Written articles• Podcasts• Video• Photographs• Infographics• Slide Shows• Whitepapers• Polls/Survey data
@ahaval 64
VS.(DON’T GET CONFUSED)
@ahaval 65
Content Delivery Tools• Websites• Blogs• Newsletters• iTunes• YouTube• Facebook• Twitter• Slideshare
@ahaval 66
@ahaval 67
@ahaval 68
@ahaval 69
@ahaval 70
Rule #2: Collaborate on Content
@ahaval 71
@ahaval 72
@ahaval 73
@ahaval 74
@ahaval 75
@ahaval 76
PRITUX
Executive LeadershipMarketing
Customer RelationsVisual
Design
Sales
@ahaval 77
Podcasts
Databases
InfographicsImages Videos
Slide Shows
Whitepapers
WebsitesApps
Blogs
Email Marketing
@ahaval 78
@ahaval 79
@ahaval 80
You need a lot of people.With a lot of talents.
In different areas.
@ahaval 81
Rule #3:Know Your Audience
@ahaval 82
@ahaval 83
@ahaval 84
@ahaval 85
@ahaval 86
@ahaval 87
@ahaval 88
Rule #4: Define your
Brand[Don’t be afraid]
@ahaval 89
MULTIDISCIPLINARY
@ahaval 90
COMPLEX
@ahaval 91
ADVANCED
@ahaval 92
STATE-OF-THE-ART
@ahaval 93
WORLD-CLASS
@ahaval 94
@ahaval 95
Brené Brown
@ahaval 96
Stories are data with a soul.
@ahaval 97
It’s not mobile first.It’s not content first.
Stories first.People first.
Conversations first.
@ahaval 98
What makes you different?
@ahaval 99
@ahaval 100
Are you willing to speak human?
@ahaval 101
@ahaval 102
@ahaval 103
@ahaval 104
Rule #5: Follow the Rule
of 4
@ahaval 105
For every piece of content:
1. Text2. Audio3. Image4. Video
@ahaval 106
@ahaval 107
Rule #6: Prune your Pumpkins
@ahaval 108
@ahaval 109
Content Marketing Impact
• 74% of marketers saw an increase in SEO/web traffic resulting from content marketing
• Over 61% of marketers saw an increase in lead quality and quantity due to content marketing
@ahaval 110
Case Study: Sentara Heart
@ahaval 111
Heart Profiler• Provides
interactive call-to-action
• Trackable
@ahaval 112
How we did it? • Build calendar based on key messages, unique
programs and services, and consumer-interest
@ahaval 113
@ahaval 114
Off-line can be fun, too.
@ahaval 115
Results• Direct engagement with consumers
• 1160 clicks
• 702 interactions– 66 retweets or replies– 528 likes– 19 comments – 89 shares
@ahaval 116
6 Rules Review1. Know the difference between content
format and delivery2. Collaborate on Content3. Know your Audience4. Define your Brand5. Follow the Rule of 46. Prune your Pumpkins
@ahaval 117
Who said?“Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over a long period of time.”
@ahaval 118
119
Questions?Ahava LeibtagAha Media Group, [email protected]
@ahavaL @ ahavaleibtag
@ahaval
THANK YOU!