KMI Content Marketing ProgrammeBuilding emotional connection with content marketing.

Management Paper

Making our brand experience – its message, actions and services,

TRUSTED, REMARKABLE, UNMISTAKABLE, AND ESSENTIAL.

Content

1 Why do content marketing?

2 How we will do content marketing.

3 Content marketing calendar.

4 How we will measure success.

Why do content marketing?

1

To build a strong, endearing brand

• Attract and acquire customers.

• Increase reach and engagement.

• Build endearing emotional connection with customers.

• Improve conversion rate.

How we will do content marketing.

2

Drivers of strong brand

The 5 drivers

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5

The cornerstone of all brands.AWARENESS

Are our target customers and key stakeholders aware of our brand?Is it the first one that comes to their minds?

Proof points. Reasons to believe.

RELEVANT DIFFERENTIATION

Is our brand unique or different in customer-relevant, customer-compelling ways?

VALUEDoes our brand deliver a good value for the price?

ACCESSIBILITYDo customers and potential customers perceive our brand to be convenient?

EMOTIONAL CONNECTIONDoes our brand connect with people on an emotional level?

The levels and blocks we need to build for a strong brand.

Salience

ImageryPerformance

FeelingsJudgements

Resonance

Recall rates – within top 3Brand recognition - high

Peace of mind, feel my best.Being respected & well-cared for.

Most convenient.Best value for money.Highest safety.Efficacy of treatments.Consistently pleasant experience.

Superior patient-centred service.Best-in-class healthcare provider.Go-to for healthcare & medical resources.

Specialist hospital close to home.Labcoats, friendly, caring professionals.Pink uniforms - smiling, most friendly, caring nurses.Logo evokes strong feeling of care; compassion, healing & wellness.

Cherished memories.Sense of community.Active engagement.

Common sight in the community.The place to go when in need of medical care.

The community’s dominant, trusted, favourite hospital.

Part of my extended family & community.Have strong memories of growing up with the hospital.

Content Marketing Approach

Be Heard. Know your audience.Be Credible.

Know your brand position.Be

Distinctive. Know your ‘only.’

Be Substantial. Know your strengths.Be Focused.

Know your niche.

Be Part of the Community. Know what others are saying.

Content Marketing Approach

Target Audience

• Who is the target audience?• How many personas?

Mission• What are

we trying to accomplish?

Message• What is the

takeaway from the stories we will be telling?

Content

Channel

Metric

What is our story?What is the book about?What does each chapter say?

Which channel is most suited to tell our story?How to ensure our stories are found?How to integrate this channel with other channels?

How do we measure impact?

Content Marketing Mission StatementWhat do we stand for? ( as opposed to what we sell)

What do we stand for?

Our core audience? Women – at POME, moms, busy career moms.

What will be delivered to the audience?

• Refreshing approaches to manage health and illness in the family.

• Inspiring, engaging health and wellness ideas.

The outcome for the audience?

• Easier to manage and care for self, children and family health and illness.

• Empowered and inspired to keep self and family healthy and happy.

POME = Point Of Market Entry, e.g. just married, expecting mom, first-time mom, etc.

Target personas

Women at POMEGetting married

Just-married

First pregnancy

First toddler

Working family womenWith toddlers

With adolescents

With teens

Caring for sick child

Women in 40s

Rationale:• Women search more than men

• Women make or influence household purchase decision.

• Women serve as vehicle for word-of-mouth.

• Maternity & childcare are bread & butter of hospital services.

Content Marketing Mission StatementWe care for the whole you: mind, body and spirit.

Here we strive to help you easily manage your own

and your family’s health and medical needs.

This is the place where women like you can find

useful information, professional advice, expert

insights, resources and inspiration from other

women to help you and your family stay healthy

and to help you to manage illness in your family.

Everything we do here is designed to empower and

inspire you to make you and your family healthier,

and most importantly, a place you love to be.

KMI Centre for Women’s Health

Types of content that serve the needs of target personas

What is our story?What is the book about?What does each chapter say?

Essential Guides

How-Tos

Tips

Gamification

Testimonials

Infographics

Expert Opinion

Alerts

Myth busting

Latest techniques

New discoveries

Independent reviews

Comparative information

Playlist

Content Distribution ChannelIf we want people to read our content, we’ve to serve it to them.

HTML email newsletter

KMI Website

KMI Womens Health Blog

KMI Womens Health Video channel

KMI Womens HealthTalk Facebook GroupKMI LinkedIn Womens Health CommunityKMI Google+ Womens Health Community

How we will sustain the program and build our content marketing capability.

Thought leadership Storyteller

Meet demand

Create

trust

Youtility

Nurture

change

Be foundGenerate awarenessSEOInbound marketing

Create demand.

Differentiate.Create

evangelists.Change beliefs.

Awareness builder

Evolve: Build awareness

Be foundGenerate awarenessSEOInbound marketing

Awareness builder

Website: Weekly – 2 “How to”articles”

Blog: FAQ post

Social: Daily posts on FB, Twitter

Linkedin: Company Page, blog posts

In-person: Events

SEO Results: Top 10 across 30 keywords

Website: 25% increase in traffic

Blog: 100% increase in traffic.

Social: >10k likes, 1,000 followers.

Plan

Target

Evolve: Meet demand

Create trustMeet demandYoutilityNurture change

Meet demand

Does more traffic = better conversion rates?

Does better SEO results = people really care?

What content types at what frequency gives better quality traffic and help sales more?

Do tent-pole pieces help?

Evolve: Filling the well of emotional connection

Non-reader Drive byRepeat reader

Registered reader

Subscriber Loyalist

Promotion, Distribution

Tagging, Search Engine Optimization

Hot Topics, Viral Hits, Packages

Discovery, Personalization, Email

In-person Events, Experiences, Connections

Reader Contributions

Content marketing calendar

3

Buyer Decision-making Process & Content MatrixBuying stage Question Answer/Topic Format

Unaware of problem

What needs fixing? Best practice Email

Determine Criteria

What solutions are out there? Email, guide

Evaluate options

Chose solution

Differentiation of solutions Testimonials Email, Video

Resolve issues Validation of service / hospital

Need recognition

Information search

Evaluate alternatives

Choice / purchase

Map the content to be used for each persona at various stages of the buying cycle.

Topics & themes• What kind of content we need to create to serve target

personas?

• What tone, style, and delivery strategies we need to develop?

• What topics and targets we should focus on to help continually grow our business?

• Will this topic resonate with my segment?

• If we don’t make __________________ ridiculously happy, we’ve failed.

Topics & themes• Reproductive Health• Preconception Health• Pregnancy• Breastfeeding• Prenatal Care• Newborn Care• Toddlers to Teens• Fitness and Nutrition• Family Planning• Oral Health• Preventive Care and Screening

• Tools and calculators• SMS service – Text4Mom• Ask The Expert section• Track your 40 weeks with the

Pregnancy Newsletter.• Healthy Aging• Parenting• Family Health and Wellness• Birth Defects and Developmental

Disabilities• Emergency Preparedness and

Response.• Bone Health• Cancer

Text4mom sms serviceThe Text4mom service serves messages with the most critical information that our experts want pregnant women and moms with infants under one to know. The comprehensive set of messages address:

• Prenatal Care• Safe sleep• Immunization • Breastfeeding • Nutrition• Oral Health• Immunization• Family Violence

• Physical Activity• Safety• Injury Prevention• Mental Health• Substance Abuse• Developmental Milestones• Labor & Delivery• Car Seat Safety• Exercise

Sample text4momPregnancy Free t4m msg: Morning sickness may be caused by a change in your hormones. Try eating crackers or dry cereal. Eat small meals often. Don’t go without eating.

Free t4m msg: Have you visited a Dr. or midwife ? If not, make an appointment now. Call 1-800-mom to connect to KMI mom care.

Free t4m msg: Your baby is growing a lot! Baby is now the size of a lime & can open its mouth & move its tiny hands.

Free t4m msg: If you have any signs of preterm labor--cramps, belly tightening, low back pain, bleeding, or watery, pink/brown discharge--call your Dr. right away.

Free t4m msg: A seat belt protects you & your baby. Shoulder belt goes between your breasts & lap strap goes under your belly (not on or above). Wear it every time.

Free t4m msg: Are you really in labor? Real labor won’t stop when you lie down or walk around. In real labor, the pains get worse & happen more often.

New Baby

Free msg: It's time for baby's 1-month Dr.'s visit. Your baby had blood tests right after she was born. At this visit, ask your Dr. for the results.

Free msg: Not sure if your car seat is installed right? Get it inspected. JPJ can help. Call 03-xxxxxxx for locations near you.

Free msg: Your baby’s mouth needs cleaning now—even before the first tooth! Wipe your baby’s gums each day with a wet washcloth or use a soft baby toothbrush.

Free msg: Worried about keeping baby warm at night? Infant pajamas & infant sleep sacks are safe for baby to wear to sleep. But no loose blankets in the crib.

Free msg: Babies can get very sick from the flu. You & everyone who cares for your baby should get the flu shot during flu season. Call 1-800-mom for info.

Free msg: Have you gone back to work? It can be tough. Take it one day at a time & know you’re not alone in this balancing act.

Editorial CalendarTopic Dates Topic Dates

September

8 Things To Do When Planning a Pregnancy.Know your numbers.10 Questions to Ask Before You Have A BabyThe Importance of Prenatal Care

05- Sep07-Sep12-Sep19-Sep

Sexual Health BasicsTips for Conceiving Girl/BoyTop Women’s Health Threats

20-Sep27-Sep28-Sep

October

Are you pregnant? Learn what you can do now to have a healthy baby.Week by Week Pregnancy CalendarPreparing for your first prenatal visit.

03-Oct

10-Oct12-Oct

Preventing Problems During Pregnancy.Doctor’s tip for eating right during your pregnancy.Dealing with pregnancy complications.Your 1st Trimester

17-Oct24-Oct26-Oct31-Oct

November

Why 39 weeks is good for your baby.How To Alleviate Morning Sickness.Keeping Your Children Healthy During the School Holidays.

02-Nov07-Nov09-Nov

Your 2nd TrimesterPre-birth preventive care.5 Things to Think About Before Your Baby Arrives.Tips for enjoyable holiday travel.

14-Nov16-Nov21-Nov23-Nov

December

Your 3rd TrimesterHow Will I Know I’m In Labour?Understanding Cesarean Section.Just In Case You Find Yourself Unexpectedly Giving Birth

05-Dec07-Dec12-Dec14-Dec

Natural Pain Relief for Childbirth.Preparing your children for a healthy school year.Nutrition for your child’s brain and memory.

19-Dec21-Dec26-Dec

January

What To Take With You To The Hospital.Cord Blood Storage.The Finish Line – Labour and Delivery

02-Jan04-Jan09-Jan

4 Important Things After Your Baby Arrives.All About BreastfeedingBreastfeeding Tips for New Moms.

16-Jan23-Jan30-Jan

February

Protecting your baby from flu.Sleep and Your BabyConfessions of First-time Moms.

01-Feb06-Feb13-Feb

Healing After Childbirth.10 Tips for Losing Your Post-baby Belly.Real Women, Real Stories – How to enjoy a pregnancy.Returning To The Bedroom After Childbirth.

15-Feb20-Feb22-Feb27-Feb

Duration of programme: evolving from good to great.

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec20152014

Pilot blog & YouTube

Awareness-building Thought leadership Story-telling

How we will measure success.

4

Goals

• Reach #1 position in search engines by: 1. earning inbound links to website, blog and other owned media with well-

engineered off-page SEO.2. well-designed on-page SEO / key word optimization.3. well-crafted meta tags for page titles and description.4. reliable, interesting and useful content.

• Increase earned media• Increase conversion rate – views-to-leads, leads-to-sales

Measuring success of content marketing

RevenuesNew customer acquisition

Approval

Additional slides for reference

Backup slides

Pers

onas

– B

usy

Mom

Persona name AttributesStatus Married

Time in status 2 ½ years

Age range 25 - 30

Children 1

Daily tasks Accountant

Role in household purchase decision Decision-maker

May Likes / Dislikes

Frustrations, Stressors/Pain Points Childcare, Child health, Balancing career & family

Pressures 2nd child

Major Concerns Proximity to healthcare facility, medical insurance

PATH Group Traditionalist

Want to know more about Breastfeeding, Caring for toddler.

Preferred Content Medium Web

Days/Times Most Likely to Consume Content After work, 9 - 11pm

Place(s) Most Likely to Find Information Home Internet, Health magazine

Buying stage Seeker

Pers

onas

– Eng

ag

ed

& B

usy

Persona name AttributesStatus Engaged

Time in status 8 months

Age range 25 - 30

Children None

Daily tasks Web Designer

Sofia Role in household purchase decision

Likes / Dislikes

Frustrations, Stressors/Pain Points Limited time

Pressures Getting married

Major Concerns Body weight, dengue, medical costs

PATH Group Clinic Cynic

Want to know more about

Preferred Content Medium Mobile

Days/Times Most Likely to Consume Content After work, 7 – 9pm

Place(s) Most Likely to Find Information Web

Buying stage Seeker

Segmentation by Psychographics

9 PATH groups,11 health dimensions

Clinic cynic

Avoider Generic Traditionalist

Family centred

Loyalist Ready user

Independently healthy

Naturalist

Involvement in family health ⓿ Trust in medical professionals ⓿ ⓿Experiment with health care alternatives

Avoid health care ⓿ Healthcare information seeking ⓿ Involvement in decision making Health proactivity ⓿ Health emphasis and involvement

⓿

Receptivity to healthcare ads Quality concern Price concern

⓿ Very Low Somewhat Low Very high Moderate Somewhat high

Sources of breaking content ideas

Responses to legislative or industry development.The story you wish the reporter would have told.Events and seasonal opportunities.Social conversations

Brand equity model

Rational Emotional

Salience

ImageryPerformance

FeelingsJudgements

Resonance

Intense, active loyalty

Positive, accessible reactions

Points of parity & difference

Deep, broad brand

awareness

Branding objective at each stage:

4. RelationshipsWhat about you and

me?

3. ResponseWhat about you?

2. MeaningWhat are you?

1. IdentityWho are you?

Stages of brand development:

Effectively influence the decision making process

• One element of brand equity is the set of associations between the brand and important ideas.

• To persuade consumers to associate our brand with these ideas, we want to engage them by providing informative, useful, engaging content.

• Give meaningful voice in the crowded field of healthcare and medical advice.

Approaches – editorial calendar

• perform extensive keyword research to “topic model” blog categories, then assign experts to create “everything you need to know about” content for each topic.

• Use editorial calendar to frame content strategy and build discovery into content calendar

• Allow trending and breaking news stories to inform content calendar, and calibrate our capabilities to deliver responses in near real time.

• Utilize established editorial calendars for healthcare industry publications to build the framework of campaigns and our calendar.

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Marketing BSC KPI – Conversion Rate

July 22, 2012

Having clear business goals makes it easier to decide the CRM initiative to implement.

Business goals/

Levers

Increase customer base

Increase revenue from existing customers

Decrease churn for high-value customers

Weed out low-value customers

Lower cost to serve

Customer retention N/A + ++ N/A -

Cross-selling N/A ++ + N/A -

Customer satisfaction N/A + ++ N/A +

Channel effectiveness + + + N/A ++

+ Positive impact- Negative impact 1. Choose a goal. 2. Select most influential lever to achieve goal.

Cross-selling performance indicators Initiatives to improve

• Conversion rate• Cost of infrastructure• Cost of redemption• Cost per contact• Value of offer

Targeting of profitable customersAbility to deal with follow-up contactsConvenience of responseDelivery of offerPresentation of offerAttractiveness of offer

3. Map initiatives around performance indicator of greatest economic impact.