Best Practices for Pediatric Healthcare Content Marketing презентация

Содержание

@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

@ahaval


Слайд 2@ahavaL
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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

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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)

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Слайд 5Impossible?
The average American is bombarded by 5,000 messages a day.

--The New

York Times (1988)

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Слайд 6To build an audience of 50 million
58 years
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Слайд 7To build an audience of 50 million
58 years
14 years
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Слайд 8To build an audience of 50 million
58 years
14 years
4 years
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Слайд 9To build an audience of 50 million
58 years
14 years
4 years
3.6 years
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Слайд 10To build an audience of 50 million
58 years
14 years
4 years
3.6 years
80
Source:

ComScore

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Слайд 11The times…they are a changin’.
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Слайд 12Modern Marketing Challenges
Ads don’t have the same power (esp. in digital)
Reduced

attention
Lack of brand loyalty
Social sharing

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Слайд 13SO WHAT WORKS?
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Слайд 21FILL A VOID
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AND DO IT BETTER THAN OTHERS.


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Слайд 27PEOPLE LOVE TO ENGAGE.
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Слайд 28It gives them a sense of belonging.
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Слайд 37People crave connection.
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Слайд 38Transparency.
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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?

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Слайд 40CONTENT IS A CONVERSATION.
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Слайд 41TO WHOM ARE WE TALKING?
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Слайд 42WHO ARE WE?
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Слайд 43CONTENT REVEALS TO THE WORLD WHO WE ARE.
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Слайд 44CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS.
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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

Sales Funnel


Marketing


Sales

Nurturing Database

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Слайд 46@ahaval


Слайд 47Modern Marketing Challenges
Ads don’t have the same power (esp. in digital)
Reduced

attention
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

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Слайд 49#1: Attract
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Слайд 50#1: Attract
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Слайд 51#2: Acquire
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Слайд 52#3: Engage or Connect
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Слайд 53#3: Engage or Connect
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Слайд 54#3: Engage or Connect
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Слайд 55#4: Drive Profitable Action
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Слайд 56Think: Multiple Touch Points
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Слайд 57Content marketing allows you to sustain the conversation.
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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

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Слайд 596 RULES FOR HEALTHCARE CONTENT MARKETING THAT CONVERTS
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Слайд 60Rule #1: Know the Difference Between Information and Delivery
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Слайд 63Content Formats
Written articles
Podcasts
Video
Photographs
Infographics
Slide Shows
Whitepapers
Polls/Survey data
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Слайд 64VS. (DON’T GET CONFUSED)
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Слайд 65Content Delivery Tools
Websites
Blogs
Newsletters
iTunes
YouTube
Facebook
Twitter
Slideshare
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Слайд 70Rule #2: Collaborate on Content
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Слайд 76@ahaval









PR
IT
UX
Executive Leadership
Marketing
Customer Relations
Visual Design
Sales


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Podcasts
Databases
Infographics
Images
Videos
Slide Shows
Whitepapers
Websites
Apps
Blogs
Email Marketing


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Слайд 80You need a lot of people. With a lot of talents. In different

areas.

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Слайд 81Rule #3: Know Your Audience
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Слайд 88Rule #4: Define your Brand [Don’t be afraid]
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Слайд 89 MULTIDISCIPLINARY
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Слайд 90 COMPLEX
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Слайд 91 ADVANCED
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Слайд 92 STATE-OF-THE-ART
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Слайд 93 WORLD-CLASS
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Слайд 95Brené Brown
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Слайд 96Stories are data with a soul.
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Слайд 97It’s not mobile first.
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It’s not content first.
Stories first.
People first.
Conversations first.


Слайд 98What makes you different?
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Слайд 100Are you willing to speak human?
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Слайд 104Rule #5: Follow the Rule of 4
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Слайд 105For every piece of content:
Text
Audio
Image
Video
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Слайд 107Rule #6: Prune your Pumpkins
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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

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Слайд 110Case Study: Sentara Heart
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Слайд 111Heart Profiler
Provides interactive call-to-action
Trackable
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Слайд 112How we did it?
Build calendar based on key messages, unique

programs and services, and consumer-interest

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Слайд 113Pinterest
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Слайд 114Off-line can be fun, too.
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Слайд 115Results
Direct engagement with consumers

1160 clicks

702 interactions
66 retweets or replies
528 likes
19 comments


89 shares

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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

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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.”

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Слайд 119Questions?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com

@ahavaL @

ahavaleibtag

@ahaval

THANK YOU!


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