Children’s Hospital Association’s Strategic Marketing and Communications Forum Meeting

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
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2. @ahavaL
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3. 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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4. 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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5. Impossible?
The average American is bombarded by
5,000 messages a day.
--The New York Times (1988)
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6. To build an audience of
50 million
58 years
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7. To build an audience of
50 million
58 years
14 years
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8. To build an audience of
50 million
58 years
14 years
4 years
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9. To build an audience of
50 million
58 years
14 years
4 years
3.6 years
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10. To build an audience of
50 million
58 years
14 years
4 years
3.6 years
80
Source: ComScore
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11. The times…they are a changin’.
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12. 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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13. SO WHAT WORKS?
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21. FILL A VOID
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22. AND DO IT BETTER THAN OTHERS.
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27. PEOPLE LOVE TO ENGAGE.
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28. It gives them a sense of
belonging.
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37. People crave connection.
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38. Transparency.
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39. 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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40. CONTENT IS A CONVERSATION.
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41. TO WHOM ARE WE
TALKING?
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42. WHO ARE WE?
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43. CONTENT REVEALS TO THE
WORLD WHO WE ARE.
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44. CONTENT IS THE
CONVERSATION THAT FUELS
THE SALES PROCESS.
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45. Sales Funnel
Email Addresses/Contacts
Engaged
Prospect &
Recycled
Lead
Sales Lead
Opport
unity
Custo
mer
• 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
Marketing Sales
Nurturing
Database
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47. 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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48. 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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49. #1: Attract
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50. #1: Attract
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51. #2: Acquire
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52. #3: Engage or Connect
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53. #3: Engage or Connect
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54. #3: Engage or Connect
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55. #4: Drive Profitable Action
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56. Think: Multiple Touch Points
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57. Content marketing allows you to
sustain the conversation.
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58. 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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59. 6 RULES FOR HEALTHCARE CONTENT
MARKETING THAT CONVERTS
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60. Rule #1:
Know the Difference
Between Information and
Delivery
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63. Content Formats
• Written articles
• Podcasts
• Video
• Photographs
• Infographics
• Slide Shows
• Whitepapers
• Polls/Survey data
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64. VS.
(DON’T GET CONFUSED)
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65. Content Delivery Tools
• Websites
• Blogs
• Newsletters
• iTunes
• YouTube
• Facebook
• Twitter
• Slideshare
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70. Rule #2:
Collaborate on Content
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UX IT PR
Executive
Marketing Leadership
Customer
Visual Relations
Design
Sales

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

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

98. What makes you different?
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100. Are you willing to speak human?
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104. Rule #5:
Follow the Rule of 4
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105. For every piece of content:
1. Text
2. Audio
3. Image
4. Video
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107. Rule #6:
Prune your Pumpkins
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109. 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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110. Case Study: Sentara Heart
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111. Heart Profiler
• Provides
interactive
call-to-action
• Trackable
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112. How we did it?
• Build calendar based on key messages, unique
programs and services, and consumer-interest
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113. Pinterest
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114. Off-line can be fun, too.
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115. Results
• Direct engagement with consumers
• 1160 clicks
• 702 interactions
– 66 retweets or replies
– 528 likes
– 19 comments
– 89 shares
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116. 6 Rules Review
1. Know the difference between content
format and delivery
2. Collaborate on Content
3. Know your Audience
4. Define your Brand
5. Follow the Rule of 4
6. Prune your Pumpkins
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117. 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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119. Questions?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
@ahavaL @
ahavaleibtag
THANK YOU!
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