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