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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
@ahavaL
@ahaval 2
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
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
Impossible?
The average American is bombarded by
5,000 messages a day.
--The New York Times (1988)
@ahaval 5
To build an audience of
50 million
58 years
@ahaval 6
To build an audience of
50 million
58 years
14 years
@ahaval 7
To build an audience of
50 million
58 years
14 years
4 years
@ahaval 8
To build an audience of
50 million
58 years
14 years
4 years
3.6 years
@ahaval 9
To build an audience of
50 million
58 years
14 years
4 years
3.6 years
80
Source: ComScore
@ahaval 10
The times…they are a changin’.
@ahaval 11
Modern Marketing Challenges
• Ads don’t have the same power (esp.
in digital)
• Reduced attention
• Lack of brand loyalty
• Social sharing
@ahaval 12
SO WHAT WORKS?
@ahaval 13
@ahaval 14
@ahaval 15
@ahaval 16
@ahaval 17
@ahaval 18
@ahaval 19
@ahaval 20
FILL A VOID
@ahaval 21
@ahaval
AND DO IT BETTER THAN OTHERS.
22
@ahaval 23
@ahaval 24
@ahaval 25
@ahaval 26
PEOPLE LOVE TO ENGAGE.
@ahaval 27
It gives them a sense of
belonging.
@ahaval 28
@ahaval 29
@ahaval 30
@ahaval 31
@ahaval 32
@ahaval 33
@ahaval 34
@ahaval 35
@ahaval 36
People crave connection.
@ahaval 37
Transparency.
@ahaval 38
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
CONTENT IS A CONVERSATION.
@ahaval 40
TO WHOM ARE WE
TALKING?
@ahaval 41
WHO ARE WE?
@ahaval 42
CONTENT REVEALS TO THE
WORLD WHO WE ARE.
@ahaval 43
CONTENT IS THE
CONVERSATION THAT FUELS
THE SALES PROCESS.
@ahaval 44
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
Sales Funnel
MarketingSales
Nurturing
Database
@ahaval 45
@ahaval 46
Modern Marketing Challenges
• Ads don’t have the same power (esp.
in digital)
• Reduced attention
• Lack of brand loyalty
• Social sharing
@ahaval 47
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
@ahaval 48
#1: Attract
@ahaval 49
#1: Attract
@ahaval 50
#2: Acquire
@ahaval 51
#3: Engage or Connect
@ahaval 52
#3: Engage or Connect
@ahaval 53
#3: Engage or Connect
@ahaval 54
#4: Drive Profitable Action
@ahaval 55
Think: Multiple Touch Points
@ahaval 56
Content marketing allows you to
sustain the conversation.
@ahaval 57
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
6 RULES FOR HEALTHCARE CONTENT
MARKETING THAT CONVERTS
@ahaval 59
Rule #1:
Know the Difference
Between Information and
Delivery
@ahaval 60
@ahaval 61
@ahaval 62
Content Formats
• Written articles
• Podcasts
• Video
• Photographs
• Infographics
• Slide Shows
• Whitepapers
• Polls/Survey data
@ahaval 63
VS.
(DON’T GET CONFUSED)
@ahaval 64
Content Delivery Tools
• Websites
• Blogs
• Newsletters
• iTunes
• YouTube
• Facebook
• Twitter
• Slideshare
@ahaval 65
@ahaval 66
@ahaval 67
@ahaval 68
@ahaval 69
Rule #2:
Collaborate on Content
@ahaval 70
@ahaval 71
@ahaval 72
@ahaval 73
@ahaval 74
@ahaval 75
@ahaval 76
PRITUX
Executive
LeadershipMarketing
Customer
RelationsVisual
Design
Sales
@ahaval 77
Podcasts
Databases
Infographics
Images Videos
Slide
Shows
Whitepapers
WebsitesApps
Blogs
Email
Marketing
@ahaval 78
@ahaval 79
You need a lot of people.
With a lot of talents.
In different areas.
@ahaval 80
Rule #3:
Know Your Audience
@ahaval 81
@ahaval 82
@ahaval 83
@ahaval 84
@ahaval 85
@ahaval 86
@ahaval 87
Rule #4:
Define your Brand
[Don’t be afraid]
@ahaval 88
MULTIDISCIPLINARY
@ahaval 89
COMPLEX
@ahaval 90
ADVANCED
@ahaval 91
STATE-OF-THE-ART
@ahaval 92
WORLD-
CLASS
@ahaval 93
@ahaval 94
Brené Brown
@ahaval 95
Stories are data with a soul.
@ahaval 96
It’s not mobile first.
@ahaval
It’s not content first.
Stories first.
People first.
97
Conversations first.
What makes you different?
@ahaval 98
@ahaval 99
Are you willing to speak human?
@ahaval 100
@ahaval 101
@ahaval 102
@ahaval 103
Rule #5:
Follow the Rule of 4
@ahaval 104
For every piece of content:
1. Text
2. Audio
3. Image
4. Video
@ahaval 105
@ahaval 106
Rule #6:
Prune your Pumpkins
@ahaval 107
@ahaval 108
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
Case Study: Sentara Heart
@ahaval 110
Heart Profiler
• Provides
interactive
call-to-action
• Trackable
@ahaval 111
How we did it?
• Build calendar based on key messages, unique
programs and services, and consumer-interest
@ahaval 112
Pinterest
@ahaval 113
Off-line can be fun, too.
@ahaval 114
Results
• Direct engagement with consumers
• 1160 clicks
• 702 interactions
– 66 retweets or replies
– 528 likes
– 19 comments
– 89 shares
@ahaval 115
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
@ahaval 116
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
@ahaval 118
Questions?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
@ahavaL @
ahavaleibtag
@ahaval 119
THANK YOU!

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