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Best Practices for Pediatric Healthcare Content Marketing

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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 Leibtag President Aha Media Group @ahaval 1


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@ahavaL @ahaval 2


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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 @ahaval 3


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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) @ahaval 4


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Impossible? The average American is bombarded by 5,000 messages a day. --The New York Times (1988) @ahaval 5


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To build an audience of 50 million 58 years @ahaval 6


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To build an audience of 50 million 58 years 14 years @ahaval 7


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To build an audience of 50 million 58 years 14 years 4 years @ahaval 8


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To build an audience of 50 million 58 years 14 years 4 years 3.6 years @ahaval 9


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To build an audience of 50 million 58 years 14 years 4 years 3.6 years 80 Source: ComScore @ahaval 10


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The times…they are a changin’. @ahaval 11


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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 @ahaval 12


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So what works? @ahaval 13


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FILL A VOID @ahaval 21


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@ahaval AND DO IT BETTER THAN OTHERS. 22


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PEOPLE LOVE TO ENGAGE. @ahaval 27


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It gives them a sense of belonging. @ahaval 28


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People crave connection. @ahaval 37


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Transparency. @ahaval 38


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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? @ahaval 39


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CONTENT IS A CONVERSATION. @ahaval 40


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TO WHOM ARE WE TALKING? @ahaval 41


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WHO ARE WE? @ahaval 42


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CONTENT REVEALS TO THE WORLD WHO WE ARE. @ahaval 43


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CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahaval 44


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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 45


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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 @ahaval 47


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Goals 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 @ahaval 48


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#1: Attract @ahaval 49


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#1: Attract @ahaval 50


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#2: Acquire @ahaval 51


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#3: Engage or Connect @ahaval 52


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#3: Engage or Connect @ahaval 53


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#3: Engage or Connect @ahaval 54


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#4: Drive Profitable Action @ahaval 55


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Think: Multiple Touch Points @ahaval 56


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Content marketing allows you to sustain the conversation. @ahaval 57


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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 @ahaval 58


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6 Rules for Healthcare Content Marketing that Converts @ahaval 59


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Rule #1: Know the Difference Between Information and Delivery @ahaval 60


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Content Formats Written articles Podcasts Video Photographs Infographics Slide Shows Whitepapers Polls/Survey data @ahaval 63


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Vs. (don’t get confused) @ahaval 64


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Content Delivery Tools Websites Blogs Newsletters iTunes YouTube Facebook Twitter Slideshare @ahaval 65


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Rule #2: Collaborate on Content @ahaval 70


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@ahaval 76 PR IT UX Executive Leadership Marketing Customer Relations Visual Design Sales


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@ahaval 77 Podcasts Databases Infographics Images Videos Slide Shows Whitepapers Websites Apps Blogs Email Marketing


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You need a lot of people. With a lot of talents. In different areas. @ahaval 80


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Rule #3: Know Your Audience @ahaval 81


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Rule #4: Define your Brand [Don’t be afraid] @ahaval 88


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MULTIDISCIPLINARY @ahaval 89


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COMPLEX @ahaval 90


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ADVANCED @ahaval 91


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STATE-OF-THE-ART @ahaval 92


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WORLD-CLASS @ahaval 93


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Brene Brown @ahaval 95


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Stories are data with a soul. @ahaval 96


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It’s not mobile first. @ahaval It’s not content first. Stories first. People first. 97 Conversations first.


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What makes you different? @ahaval 98


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Are you willing to speak human? @ahaval 100


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Rule #5: Follow the Rule of 4 @ahaval 104


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For every piece of content: Text Audio Image Video @ahaval 105


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Rule #6: Prune your Pumpkins @ahaval 107


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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 @ahaval 109


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Case Study: Sentara Heart @ahaval 110


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Heart Profiler Provides interactive call-to-action Trackable @ahaval 111


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How we did it? Build calendar based on key messages, unique programs and services, and consumer-interest @ahaval 112


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Pinterest @ahaval 113


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Off-line can be fun, too. @ahaval 114


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Results Direct engagement with consumers 1160 clicks 702 interactions 66 retweets or replies 528 likes 19 comments 89 shares @ahaval 115


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6 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 @ahaval 116


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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.” @ahaval 117


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Questions? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com @ahavaL @ ahavaleibtag @ahaval 119 THANK YOU!


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