creating healthcare content marketing with built-in roi
DESCRIPTION
Webinar for The New England Society for Healthcare CommunicationsTRANSCRIPT
@ahaval #neshco
Creating Healthcare Content Marketing with Built-in ROI
Webinar for:The New England Society for Healthcare Communications
Ahava LeibtagPresident
Aha Media Group
@ahaval #neshco
@ahavaL #neshco
@ahaval #neshco
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 #neshco
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 #neshco
Impossible?The average American is bombarded by 5,000 messages a day.
--The New York Times (1988)
@ahaval #neshco
To build an audience of 50 million
58 years
@ahaval #neshco
To build an audience of 50 million
58 years
14 years
@ahaval #neshco
To build an audience of 50 million
58 years
14 years
4 years
@ahaval #neshco
To build an audience of 50 million
58 years
14 years
4 years
3.6 years
@ahaval #neshco
To build an audience of 50 million
58 years
14 years
4 years
3.6 years
80
Source: ComScore
@ahaval #neshco
Modern Marketing Challenges
• Ads don’t have the same power (esp. in digital)
• Reduced attention• Lack of brand loyalty• Social sharing
@ahaval #neshco
SO WHAT WORKS?
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
FILL A VOID
@ahaval #neshco
AND DO IT BETTER THAN OTHERS.
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
PEOPLE LOVE TO ENGAGE.
@ahaval #neshco
It gives them a sense of belonging.
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
People crave connection.
@ahaval #neshco
Transparency.
@ahaval #neshco
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 #neshco
CONTENT IS A CONVERSATION.
@ahaval #neshco
TO WHOM ARE WE TALKING?
@ahaval #neshco
WHO ARE WE?
@ahaval #neshco
CONTENT REVEALS TO THE WORLD WHO WE
ARE.
@ahaval #neshco
CONTENT IS THE CONVERSATION THAT
FUELS THE SALES PROCESS.
@ahaval #neshco
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 #neshco
@ahaval #neshco
Modern Marketing Challenges
• Ads don’t have the same power (esp. in digital)
• Reduced attention• Lack of brand loyalty• Social sharing
@ahaval #neshco
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 #neshco
#1: Attract
@ahaval #neshco
#1: Attract
@ahaval #neshco
#2: Acquire
@ahaval #neshco
#3: Engage or Connect
@ahaval #neshco
#3: Engage or Connect
@ahaval #neshco
#3: Engage or Connect
@ahaval #neshco
#4: Drive Profitable Action
@ahaval #neshco
Think: Multiple Touch Points
@ahaval #neshco
Content marketing allows you to sustain the conversation.
@ahaval #neshco
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 #neshco
6 RULES FOR HEALTHCARE CONTENT MARKETING THAT CONVERTS
@ahaval #neshco
Rule #1: Know the Difference Between Information and
Delivery
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
Content Formats• Written articles• Podcasts• Video• Photographs• Infographics• Slide Shows• Whitepapers• Polls/Survey data
@ahaval #neshco
VS.(DON’T GET CONFUSED)
@ahaval #neshco
Content Delivery Tools• Websites• Blogs• Newsletters• iTunes• YouTube• Facebook• Twitter• Slideshare
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
Rule #2: Collaborate on Content
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
PRITUX
Executive LeadershipMarketing
Customer RelationsVisual
Design
Sales
@ahaval #neshco
Podcasts
Databases
InfographicsImages Videos
Slide Shows
Whitepapers
WebsitesApps
Blogs
Email Marketing
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
You need a lot of people.With a lot of talents.
In different areas.
@ahaval #neshco
Rule #3:Know Your Audience
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
Rule #4: Define your
Brand[Don’t be afraid]
@ahaval #neshco
MULTIDISCIPLINARY
@ahaval #neshco
COMPLEX
@ahaval #neshco
ADVANCED
@ahaval #neshco
STATE-OF-THE-ART
@ahaval #neshco
WORLD-CLASS
@ahaval #neshco
@ahaval #neshco
What makes you different?
@ahaval #neshco
@ahaval #neshco
Are you willing to speak human?
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
@ahaval #neshco
Rule #5: Follow the Rule
of 4
@ahaval #neshco
For every piece of content:
1. Text2. Audio3. Image4. Video
@ahaval #neshco
@ahaval #neshco
Rule #6: Prune your Pumpkins
@ahaval #neshco
@ahaval #neshco
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 #neshco
Case Study: Sentara Heart
@ahaval #neshco
Heart Profiler• Provides
interactive call-to-action
• Trackable
@ahaval #neshco
How we did it? • Build calendar based on key messages, unique
programs and services, and consumer-interest
@ahaval #neshco
@ahaval #neshco
Off-line can be fun, too.
@ahaval #neshco
Results• Direct engagement with consumers
• 1160 clicks
• 702 interactions– 66 retweets or replies– 528 likes– 19 comments – 89 shares
@ahaval #neshco
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 #neshco
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 #neshco
@ahaval #neshco
Questions?Ahava LeibtagAha Media Group, [email protected]
@ahavaL @ ahavaleibtag
THANK YOU!