content strategy secrets from the cleveland clinic's health hub and ahava leibtag
DESCRIPTION
Ahava Leibtag and Amanda Todorovich from Cleveland Clinic's Health Hub gave this workshop at Content Marketing World 2014 in Cleveland on September 11, 2014.TRANSCRIPT
![Page 1: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/1.jpg)
#CMWorld
Hospital Industry Lab
Ahava LeibtagPresidentAha Media Group
Amanda Todorovich,
Digital EngagementCleveland Clinic
@amandatodo
![Page 2: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/2.jpg)
#CMWorld
Today1. Meet your tour guides2. Planning your Content3. Challenges in Content Creation4. Publish your Content5. Distribute your Content6. Analyze your Content7. Govern your Content
![Page 3: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/3.jpg)
#CMWorld
Meet your tour guides
![Page 4: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/4.jpg)
#CMWorld#CMWHospitals 4
Ahava Leibtag• Author of The Digital Crown• Owner of 11-person content firm, Aha Media Group • 9 years in healthcare
![Page 5: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/5.jpg)
#CMWorld
Amanda Todorovich• 15 years in
“storytelling”– 10+ years in
healthcare• Blogs, social media,
@amandatodo
![Page 6: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/6.jpg)
#CMWorld#CMWHospitals 6
About Cleveland Clinic
• No 2 most visited hospital site in the country (driven mostly by content) with 80-90 million visits in 2014
• More than $204 million in annual revenue from appointments made via leads from ClevelandClinic.org in 2013
• No. 1 most visited hospital blog with 2.5+ million visits a month
• 1 million+ Facebook fans (only St. Jude’s has more)
• 250K+ Twitter followers (only Mayo has more)
• Named one of 140 Twitter feeds to follow in 2014 by TIME magazine
• No. 1 in Linkedin followers among hospitals
• 15+ email newsletters with a combined distribution of 250K+ a month. Flagship Be Well newsletter has a 55K distribution list.
• 130 active paid search campaigns (using treatment guide content) that generate more than $32 million in revenue yearly and an ROI of 24-to-1.
• No. 2 in the industry in organic search traffic with a projected 38 million in organic search visits in 2014
![Page 7: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/7.jpg)
#CMWorld
Planning your Content
![Page 8: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/8.jpg)
#CMWorld
What is content?
![Page 9: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/9.jpg)
#CMWorld#CMWHospitals 9
Content is a conversation.
![Page 10: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/10.jpg)
#CMWorld#CMWHospitals 10
Content Strategy: Two Parts
External Messaging • To whom are you talking? • Who are you? • What are you trying to say? • How do you say it? • When and where do you
say it?
Internal Workflow
![Page 11: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/11.jpg)
#CMWorld#CMWHospitals 11
External MessagingExternal Messaging Questions
• To whom are you speaking?
• Who are you? • What are you trying to
say? • How do you say it? • When and where do you
say it?
Content Strategy Tools• Personas
• Identity Pillars
• Messaging Architecture
• Voice/Tone
• Editorial Calendar
![Page 12: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/12.jpg)
#CMWorld
The Lifecycle of Content Strategy
![Page 13: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/13.jpg)
#CMWorld
Plan1. Discovery:
• Auditing: What are our current assets?• Stakeholder Interviews: What do people both outside
and inside the organization think?• Analysis: What’s the business case? What are we trying
to accomplish?2. Answering the 5 Essential Questions3. Define Workflow
![Page 14: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/14.jpg)
#CMWorld#CMWHospitals 14
Discovery1. Content Auditing2. Stakeholder Interviews3. Analysis
![Page 15: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/15.jpg)
#CMWorld#CMWHospitals 15
Content Audits
![Page 16: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/16.jpg)
#CMWorld#CMWHospitals 16
Stakeholder Interviews
![Page 17: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/17.jpg)
#CMWorld17
Content must:• Align with business objectives• Support users in accomplishing tasks
#CMWHospitals
![Page 18: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/18.jpg)
#CMWorld#CMWHospitals 18
Business Goals
User Tasks
![Page 19: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/19.jpg)
#CMWorld#CMWHospitals 19
Business
Goals
User Tasks
![Page 20: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/20.jpg)
#CMWorld#CMWHospitals 20
Business
Goals
User Tasks
The Sweet Spot
![Page 21: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/21.jpg)
#CMWorld#CMWHospitals 21
Analysis:How do we want our brand to be perceived in this conversation?
![Page 22: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/22.jpg)
#CMWorld#CMWHospitals 22
External MessagingExternal Messaging Questions
• To whom are you speaking?
• Who are you? • What are you trying to
say? • How do you say it? • When and where do you
say it?
Content Strategy Tools• Personas
• Identity Pillars
• Messaging Architecture
• Voice/Tone
• Editorial Calendar
![Page 23: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/23.jpg)
#CMWorld#CMWHospitals 23
What are the business objectives?
![Page 24: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/24.jpg)
#CMWorld#CMWHospitals 24
5-Step Methodology• Personas• Identity Pillars• Messaging Architecture• Voice/Tone• Editorial Calendar
![Page 25: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/25.jpg)
#CMWorld#CMWHospitals 25
#1Personas =
To whom are we speaking?
![Page 26: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/26.jpg)
#CMWorld#CMWHospitals 26
Judy, Jen & Taylor
![Page 27: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/27.jpg)
#CMWorld#CMWHospitals 27
“Jen's kids have had a few cases of strep this past year so she's reading up on natural strep throat treatments.”
“Judy's husband has gout so she tries to learn all she can about it.”
![Page 28: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/28.jpg)
#CMWorld#CMWHospitals 28
![Page 29: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/29.jpg)
#CMWorld#CMWHospitals 29
![Page 30: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/30.jpg)
#CMWorld#CMWHospitals 30
![Page 31: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/31.jpg)
#CMWorld#CMWHospitals 31
#2Identity Pillars =
Who are we?
![Page 32: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/32.jpg)
#CMWorld#CMWHospitals 32
Identity Pillars• Who are we as a brand?• What do people think of us currently?• How do we want to shift that
perception?
![Page 33: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/33.jpg)
#CMWorld#CMWHospitals 33
![Page 34: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/34.jpg)
#CMWorld#CMWHospitals 34
![Page 35: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/35.jpg)
#CMWorld#CMWHospitals 35
![Page 36: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/36.jpg)
#CMWorld#CMWHospitals 36
![Page 37: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/37.jpg)
#CMWorld#CMWHospitals 37
![Page 38: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/38.jpg)
#CMWorld#CMWHospitals 38
![Page 39: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/39.jpg)
#CMWorld#CMWHospitals 39
Identity PillarsCurrent Identity Pillars Future Identity Pillars
![Page 40: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/40.jpg)
#CMWorld#CMWHospitals 40
![Page 41: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/41.jpg)
#CMWorld#CMWHospitals 41
Identity PillarsCurrent Identity Pillars Future Identity Pillars
CHEAP
![Page 42: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/42.jpg)
#CMWorld#CMWHospitals 42
Identity PillarsCurrent Identity Pillars Future Identity Pillars
CHEAP AFFORDABLE
![Page 43: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/43.jpg)
#CMWorld#CMWHospitals 43
#3Messaging Architecture=
What are we trying to say?
![Page 44: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/44.jpg)
#CMWorld#CMWHospitals 44
Messaging Architecture• How do our identity pillars map from
a business and patient/family perspective?
• How are we representing those ideas?
• What are our messages that reinforce the identity pillars?
![Page 45: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/45.jpg)
#CMWorld#CMWHospitals 45
Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP
![Page 46: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/46.jpg)
#CMWorld#CMWHospitals 46
Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE
![Page 47: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/47.jpg)
#CMWorld#CMWHospitals 47
Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.
![Page 48: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/48.jpg)
#CMWorld#CMWHospitals 48
Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.
• Our prices are consistently 20% lower than other retail chains.
• Robust coupon program
![Page 49: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/49.jpg)
#CMWorld#CMWHospitals 49
Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE35 You can find the products you
want, at the price you are looking for.
• Our prices are consistently 20% lower than other retail chains.
• Robust coupon program
![Page 50: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/50.jpg)
#CMWorld#CMWHospitals 50
#4Voice and Tone=
How do we say it?
![Page 51: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/51.jpg)
#CMWorld#CMWHospitals 51
Define Voice
![Page 52: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/52.jpg)
#CMWorld#CMWHospitals 52
VoiceWe are:
sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient
![Page 53: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/53.jpg)
#CMWorld#CMWHospitals 53
VoiceWe are:
sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient
![Page 54: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/54.jpg)
#CMWorld#CMWHospitals 54
VoiceWe are:
sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient
![Page 55: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/55.jpg)
#CMWorld#CMWHospitals 55
VoiceWe are:
sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient
![Page 56: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/56.jpg)
#CMWorld#CMWHospitals 56
![Page 57: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/57.jpg)
#CMWorld#CMWHospitals 57
![Page 58: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/58.jpg)
#CMWorld#CMWHospitals 58
Come here right now.
![Page 59: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/59.jpg)
#CMWorld#CMWHospitals 59
Define Tone
Yes: Sound like <example>
No!: Sounds like <example>
![Page 60: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/60.jpg)
#CMWorld#CMWHospitals 60
![Page 61: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/61.jpg)
#CMWorld#CMWHospitals 61
![Page 62: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/62.jpg)
#CMWorld#CMWHospitals 62
![Page 63: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/63.jpg)
#CMWorld#CMWHospitals 63
![Page 64: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/64.jpg)
#CMWorld
Useful, helpful not preachy, friendly,
conversational, credible, human, innovative, leader,
high-tech, high-touch, patients first.
![Page 65: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/65.jpg)
#CMWorld
![Page 66: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/66.jpg)
#CMWorld#CMWHospitals 66
Who will do all this work?
Requesters
Providers
Creators
Reviewers
Approvers
Publishers
![Page 67: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/67.jpg)
#CMWorld#CMWHospitals 67
![Page 68: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/68.jpg)
#CMWorld#CMWHospitals 68
Challenges in Content Creation: Q&A
![Page 69: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/69.jpg)
#CMWorld#CMWHospitals 69
Publish your Content
![Page 70: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/70.jpg)
#CMWorld#CMWHospitals 70
Technical Considerations• Information architecture• Taxonomy• Metadata/Schema• XML/DITA• CMS• SEO
![Page 71: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/71.jpg)
#CMWorld#CMWHospitals 71
Build a Home
![Page 72: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/72.jpg)
#CMWorld#CMWHospitals 72
Team Approach
![Page 73: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/73.jpg)
#CMWorld#CMWHospitals 73
Two ModelsHealth Hub• Dedicated team• One person scheduling
and publishing content
ConsultQD• Dispersed across
marketing• Many people
scheduling and publishing content
![Page 74: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/74.jpg)
#CMWorld#CMWHospitals 74
Publishing Calendar
![Page 75: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/75.jpg)
#CMWorld#CMWHospitals 75
![Page 76: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/76.jpg)
#CMWorld#CMWHospitals 76
Align Tools with Objectives
• CMS– WordPress for HealthHub & ConsultQD– .org just moved from MOSS to SiteCore
• Analytics• Templates & submission forms• Engagement Tools– Atomic Reach
![Page 77: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/77.jpg)
#CMWorld#CMWHospitals 77
![Page 78: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/78.jpg)
#CMWorld#CMWHospitals 78
Think about Formats
![Page 79: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/79.jpg)
#CMWorld#CMWHospitals 79
• Articles• Listicles• Slideshows• Videos• Infographics• Quizzes
![Page 80: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/80.jpg)
#CMWorld#CMWHospitals 80
Distribute your Content
![Page 81: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/81.jpg)
#CMWorld#CMWHospitals 81
Maximize the investment.
![Page 82: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/82.jpg)
#CMWorld#CMWHospitals 82
![Page 83: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/83.jpg)
#CMWorld#CMWHospitals 83
![Page 84: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/84.jpg)
#CMWorld#CMWHospitals 84
![Page 85: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/85.jpg)
#CMWorld#CMWHospitals 85
![Page 86: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/86.jpg)
#CMWorld#CMWHospitals 86
![Page 87: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/87.jpg)
#CMWorld#CMWHospitals 87
![Page 88: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/88.jpg)
#CMWorld#CMWHospitals 88
![Page 89: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/89.jpg)
#CMWorld#CMWHospitals 89
![Page 90: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/90.jpg)
#CMWorld#CMWHospitals 90
![Page 91: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/91.jpg)
#CMWorld#CMWHospitals 91
![Page 92: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/92.jpg)
#CMWorld#CMWHospitals 92
Physician Audience Mystery
![Page 93: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/93.jpg)
#CMWorld#CMWHospitals 93
![Page 94: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/94.jpg)
#CMWorld#CMWHospitals 94
![Page 95: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/95.jpg)
#CMWorld#CMWHospitals 95
![Page 96: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/96.jpg)
#CMWorld#CMWHospitals 96
Analyze your Content
![Page 97: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/97.jpg)
#CMWorld#CMWHospitals 97
Don’t “go from the gut.”
![Page 98: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/98.jpg)
#CMWorld#CMWHospitals 98
Which did better?
![Page 99: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/99.jpg)
#CMWorld#CMWHospitals 99
Mine the Data. Mind the Data.
![Page 100: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/100.jpg)
#CMWorld#CMWHospitals 100
• Pick a metric that determines success.
• Use tools that give you actionable information.
• Actually look at the data.– Review as a team.– Identify themes and trends.
![Page 101: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/101.jpg)
#CMWorld#CMWHospitals 101
Avoid Auto-Pilot Mode• It’s dangerous.• Free-falling. Blind.• No idea where you’ll land.
![Page 102: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/102.jpg)
#CMWorld#CMWHospitals 102
![Page 103: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/103.jpg)
#CMWorld#CMWHospitals 103
![Page 104: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/104.jpg)
#CMWorld#CMWHospitals 104
![Page 105: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/105.jpg)
#CMWorld#CMWHospitals 105
2014 YTD
![Page 106: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/106.jpg)
#CMWorld#CMWHospitals 106
2014 YTD
![Page 107: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/107.jpg)
#CMWorld#CMWHospitals 107
Embrace the numbers.Make changes.Test things.Make more changes.
![Page 108: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/108.jpg)
#CMWorld#CMWHospitals 108
Govern your Content
![Page 109: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/109.jpg)
#CMWorld#CMWHospitals 109
CONSISTENCY
![Page 110: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/110.jpg)
#CMWorld#CMWHospitals 110
What is content governance?
Content governance is the day-to-day detailed management of content delivery and style, as well as the long-term execution of content strategy tactics.
![Page 111: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/111.jpg)
#CMWorld#CMWHospitals 111
Content governance• Determines priorities• Provides detailed guidelines and standards
on how content should look, behave, and interact with customers
• Assigns ownership to people within the organization so they can make strategic decisions about content
![Page 112: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/112.jpg)
#CMWorld#CMWHospitals 112
![Page 113: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/113.jpg)
#CMWorld#CMWHospitals 113
![Page 114: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/114.jpg)
#CMWorld#CMWHospitals 114
Why content governance?
• Creates a consistent customer experiences across channels
• Avoids content bloat• Sets internal organizational controls
![Page 115: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/115.jpg)
#CMWorld#CMWHospitals 115
Consistent User Experience Across Channels
![Page 116: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/116.jpg)
#CMWorld#CMWHospitals 116
Avoid Content Bloat
![Page 117: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/117.jpg)
#CMWorld#CMWHospitals 117
Set Internal Organizational Controls
![Page 118: Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag](https://reader037.vdocuments.site/reader037/viewer/2022110301/544fe681af79599a368ba753/html5/thumbnails/118.jpg)
#CMWorld#CMWHospitals 118
Questions?