Ahava Leibtag
President
Aha Media Group
@ahaval
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Best Practices for Pediatric Healthcare Content Marketing презентация
Содержание
- 1. Best Practices for Pediatric Healthcare Content Marketing
- 2. @ahavaL @ahaval
- 3. Every minute… YouTube users upload 48 hours
- 4. Demanding? The average brand organization is responsible
- 5. Impossible? The average American is bombarded by
- 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
- 10. To build an audience of 50
- 11. The times…they are a changin’. @ahaval
- 12. Modern Marketing Challenges Ads don’t have the
- 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. @ahaval AND DO IT BETTER THAN OTHERS.
- 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
- 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
- 46. @ahaval
- 47. Modern Marketing Challenges Ads don’t have the
- 48. Goals of content marketing Attract: Create content
- 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
- 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. @ahaval
- 77. @ahaval Podcasts Databases Infographics Images Videos Slide Shows Whitepapers Websites Apps Blogs Email Marketing
- 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. @ahaval It’s not content first. Stories first. People first. Conversations first.
- 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: Text Audio Image Video @ahaval
- 106. @ahaval
- 107. Rule #6: Prune your Pumpkins @ahaval
- 108. @ahaval
- 109. Content Marketing Impact 74% of marketers saw
- 110. Case Study: Sentara Heart @ahaval
- 111. Heart Profiler Provides interactive call-to-action Trackable @ahaval
- 112. How we did it? Build calendar
- 113. Pinterest @ahaval
- 114. Off-line can be fun, too. @ahaval
- 115. Results Direct engagement with consumers 1160
- 116. 6 Rules Review Know the difference between
- 117. Who said? “Getting an audience is hard.
- 118. @ahaval
- 119. Questions? Ahava Leibtag Aha Media Group, LLC
@ahavaL @ahaval
Слайд 1
Best Practices for Pediatric Healthcare Content Marketing
Presentation to:
Children’s Hospital Association’s Strategic
Marketing and Communications Forum Meeting
Ahava Leibtag
President
Aha Media Group
Ahava Leibtag
President
Aha Media Group
Слайд 3Every 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
Instagram users share 3,600 new photos
Tumblr sees 27,778 new posts published
@ahaval
Слайд 4Demanding?
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)
--The Altimeter Group (2013)
@ahaval
Слайд 5Impossible?
The average American is bombarded by 5,000 messages a day.
--The New
York Times (1988)
@ahaval
Слайд 12Modern Marketing Challenges
Ads don’t have the same power (esp. in digital)
Reduced
attention
Lack of brand loyalty
Social sharing
Lack of brand loyalty
Social sharing
@ahaval
Слайд 39Today
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?
Defining content marketing
6 Rules You Can Use: Can we be better healthcare content marketers and how?
@ahaval
Слайд 45Email 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
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
Слайд 47Modern Marketing Challenges
Ads don’t have the same power (esp. in digital)
Reduced
attention
Lack of brand loyalty
Social sharing
Lack of brand loyalty
Social sharing
@ahaval
Слайд 48Goals of content marketing
Attract: Create content that will draw prospects like
bees to a blossoming flower
Acquire: Give them the content in exchange for an email address or some other form of potential ongoing contact
Engage or connect: Continue to engage by creating and sending relevant content about your product, service or knowledge base
Drive profitable action: Clearly align your content creation and distribution efforts with your business goals
Acquire: Give them the content in exchange for an email address or some other form of potential ongoing contact
Engage or connect: Continue to engage by creating and sending relevant content about your product, service or knowledge base
Drive profitable action: Clearly align your content creation and distribution efforts with your business goals
@ahaval
Слайд 58Content 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
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
Слайд 63Content Formats
Written articles
Podcasts
Video
Photographs
Infographics
Slide Shows
Whitepapers
Polls/Survey data
@ahaval
Слайд 77@ahaval
Podcasts
Databases
Infographics
Images
Videos
Slide Shows
Whitepapers
Websites
Apps
Blogs
Email Marketing
Слайд 97It’s not mobile first.
@ahaval
It’s not content first.
Stories first.
People first.
Conversations first.
Слайд 109Content 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
Over 61% of marketers saw an increase in lead quality and quantity due to content marketing
@ahaval
Слайд 112How we did it?
Build calendar based on key messages, unique
programs and services, and consumer-interest
@ahaval
Слайд 115Results
Direct engagement with consumers
1160 clicks
702 interactions
66 retweets or replies
528 likes
19 comments
89 shares
@ahaval
Слайд 1166 Rules Review
Know the difference between content format and delivery
Collaborate on
Content
Know your Audience
Define your Brand
Follow the Rule of 4
Prune your Pumpkins
Know your Audience
Define your Brand
Follow the Rule of 4
Prune your Pumpkins
@ahaval
Слайд 117Who 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
Слайд 119Questions?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
@ahavaL @
ahavaleibtag
@ahaval
THANK YOU!
