A presentation about content marketing for healthcare patient advocacy groups.

1. BreakingThrough the Clutter
To InformYour Audience
Celgene Patient’s PartnerWebinar
April 21, 2016

2. About Hans Kaspersetz
• Founder & President of Arteric, 1999-now
• Celgene Patient Partner Presenter, 2015
• MM&M Judge, 2014, 2015, and 2016
• RavenTools ProductAdvisor, 2012-now
• Authority Labs ProductAdvisor, 2013-now
• MODX Ambassador, 2012-now
• Director of NewYork PHP, 2004-now
• PHP Quebec Invited Speaker, 2005
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+1-201-558-7929
arteric.com
Twitter: @hanskaspersetz
http://www.linkedin.com/in/hanskaspersetz

3. Arteric
Arteric is a next-generation healthcare communication enterprise
focused on translating genuine customer insights into fresh solutions
for advocacy’s most significant communication challenges
Our Mission
Explore the boundaries of the possible, and create life-changing
experiences through feature-rich, defect-free software that works
everywhere and every time.
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4. Our MissionToday
Inspire you to make the hard & necessary
decisions that will drive your organization to cut
through the clutter and help more people.
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5. We Face Common
Challenges & Opportunities
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6. Audience Reach & Budget Are the Common Challenges
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Are there better
ways to find us?
…we have trouble breaking
through to our audience via
organic search…
…making our extensive
content searchable and clear…
Breaking through
the clutter.Consistently engaging
our audience.
There is already so much
information out there…, it can
be challenging to stand out.
…with a limited budget, what can
we do to improve our reach?
…with a limited budget, how
can we compete with better-
funded competitors?

7. Crowded Landscape: 40MM Disease Advocacy Search Results
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8. Massive Opportunity: ~60B Health-related Searches PerYear
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1. http://www.internetlivestats.com/google-search-statistics/
2. https://googleblog.blogspot.com/2015/02/health-info-knowledge-graph.html

9. of smartphone owners ages 16-29
have looked up health
information on their phones
within the past year. The number
drops to 62% for other age
ranges.1
68% of US adults have a
smartphone.2
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Majority of People Search for Health Information Online
1. http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/
2. http://www.pewinternet.org/2015/10/29/technology-device-ownership-2015/
75%

10. of smartphone users agree that
when conducting a search on their
smartphones, they look for the
most relevant information
regardless of the company
providing the information1
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Competing AgainstAlmost Everyone
1. Consumers in the Micro-Moment, Wave 3, Google/Ipsos, US., August 2015, n=1,291 online smartphone users 18+.
65%

11. Our Common Solution Is
Content Marketing
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12. Defining the Strategy
Content marketing is a strategic marketing
approach focused on creating and distributing
valuable, relevant, and consistent content to
attract and retain a clearly-defined audience —
and, ultimately, to drive… [audience] action.
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Source: http://contentmarketinginstitute.com/what-is-content-marketing/

13. Content Marketing’s Growth
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Source: https://www.google.com/trends/explore#q=%2Fm%2F03qj473

14. Prevalence of Content Marketing Strategy
25% of nonprofits have a documented
content strategy.
34% have a verbal-only content marketing
strategy.
Arteric has found that our clients who
invest in and maintain a documented
content strategy that integrates content
reusability are more effective across all
channels.
They enjoy increased engagement in social
channels, via e-mail, and on their Web
sites.
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Unsure
16%
Yes, and it is
documented
25%
Yes, but it is not
documented
34%
No
24%
N/A
1%
Source: 2016 Nonprofit Content Marketing Trends—North America:
Content Marketing Institute/Blackbaud/

15. Nonprofit Content Marketing Maturity
Nonprofit Marketers’ Self-Assessment ofTheir Content Marketing Maturity
In general, effectiveness levels are
greater among marketers whose
organizations have higher levels of
content marketing maturity.
Among those reported being the most
effective:
• 55% were in the sophisticated/mature
phase
• 26% were in the adolescent phase
• 12% were in the young/first steps
phase
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SOPHISTICATED
Providing accurate measurement to the
business, scaling across the organization
MATURE
Finding success, yet challenged with
integration across the organization
ADOLESCENT
Have developed a business case, seeing early success,
becoming more sophisticated w/measurement scaling
YOUNG
Growing pains, challenged with creative cohesive
strategy and a measurement plan
FIRST STEPS
Doing some aspects of content, but have not yet
begun to make content marketing a process
Source: 2016 Nonprofit Content Marketing Trends—North America: Content Marketing Institute/Blackbaud/

16. Goal & KPI Misalignment May Be a Challenge
82% of nonprofits rated Engagement as
the most important goal for their content
marketing efforts, outranking Fundraising.
However, 84% of nonprofits rated
Increased Fundraising as their most
important metric for measuring success of
their content marketing.
The mismatch between KPIs and goals may
indicate a misalignment within
organizations.
Is your organization aligned?
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0% 20% 40% 60% 80% 100%
Engagement
Brand Awareness
Constituent Retention/Loyalty
Fundraising
Constituent Acquisition
Advocacy
Lead Nurturing
Lead Generation
Progam Delivery
Sales
Volunteer Recruitment
Source: 2016 Nonprofit Content Marketing Trends—North America: Content Marketing Institute/Blackbaud/

17. Prevalence of Editorial Mission Statement
Percentage of Nonprofit MarketersWho
Have an Editorial Mission Statement
Yes, and it is
documented
30%
Yes, but it is
not
documented
23%
No
32%
Unsure
15%
30% Have a Documented
Editorial Mission Statement
Among the most effective nonprofit
marketers:
• 42% have a documented content
marketing strategy
• 42% have a documented editorial
mission statement
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Source: 2016 Nonprofit Content Marketing Trends—North America: Content Marketing Institute/Blackbaud/

18. Editorial Mission Statement Example
Digital Photography School’s Editorial
Mission
“Welcome to Digital PhotographySchool
– a website with simple tips to help
digital camera owners get the most out
of their cameras.”
The Editorial Mission Must Govern:
• Target Audience – type of person you
can help most with your content
• Deliverables to the Audience – types of
information you will provide through
your content (how your story is different)
• Desired Outcome for the Audience –
things your audience will be able to do
once they have consumed your content
(what’s in it for your audience)
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Source: http://contentmarketinginstitute.com/2015/10/statement-content-marketing/

19. Editorial Mission Drives Content
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20. Structured, well-organized long-
form content achieves rank.
Content that comprehensively
answers relevant questions or
helps visitors perform a task will
draw attention and perform.
Longer content has become the
standard for top-rankingWeb
sites.
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Rich Content Informs Users & Ranks
Source: Searchmetrics – Search Ranking Factors and Rank Correlations - Google US, 2015

21. What Rich, Structured Content Looks Like
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22. Holistic, comprehensive,
relevant content appears to be a
key driver for ranking.
Data indicates that top sites do
not always include the keywords
in the body of the page for
targeted searches.
Focus on the meaning and
relevance, not the keywords.
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Relevance Matters MoreThan Keywords
Source: Searchmetrics – Search Ranking Factors and Rank Correlations - Google US, 2015

23. Proof terms are important
signals of content relevance and
semantic density.
If my primary keyword is Stage 1
Melanoma, the proof terms
could be skin, dermatologist, or
mole.
Focusing on a semantically rich
description of the disease
should be a priority.
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Relevance Matters MoreThan Keywords (Cont’d)
Source: Searchmetrics – Search Ranking Factors and Rank Correlations - Google US, 2015

24. Relevant terms are semantically
more distant relatives to the
primary keyword. Relevant
terms are signals of highly
holistic content.
If my primary keyword is Stage 1
Melanoma, the relevant terms
terms may be treatment,
diagnosis, prognosis, or clinical
clinical trial.
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Relevance Matters MoreThan Keywords (Cont’d)
Source: Searchmetrics – Search Ranking Factors and Rank Correlations - Google US 2015

25. Visitors must be able to read
and comprehend your content.
Content producers & marketers
are becoming more
sophisticated, and readability
has improved.
Advocacy organizations must
focus on structure, style, and
ease of reading.
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Ease of Access Is Crucial
Source: Searchmetrics – Search Ranking Factors and Rank Correlations - Google US, 2015

26. How to Check Readability in MicrosoftWord
Press Release for New Biotech Hire TwinkleTwinkle Little Star
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MS Word How-to: https://support.office.com/en-US/article/test-your-document-s-readability-85b4969e-e80a-4777-8dd3-f7fc3c8b3fd2

27. Let’s MakeThis Practical
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28. The Spectrum of Content Marketing Strategies
Small Budgets
• Strategy is planned and executed by part-
time internal staff
• Focus is on creating limited high-impact
assets
• Internal publishing is limited; staff curates
content from larger sources to create a
unique perspective on disease and treatment
• Staff identifies a large network of publishers,
from which to draw content
• Strategy, mission, and analytics are reviewed
twice per year
Big Budgets
• Strategy planned and executed by full-time staff
with support from outside experts.
• Focus is on creating frequent, semantically dense,
long-form content
• Multi-month publishing plan w/multiple items in
varying stages of development
• Long-form publishing with 2x+ weekly social posts,
linking, and offline events
• Reviews:
• Monthly: strategy & mission alignment
• Semiweekly: analytics and KPIs
• Weekly: publication plan & executables
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29. Steps to CutThrough the Clutter: Get Focused!
1. Align & document your corporate mission.
2. Document a content marketing strategy & editorial mission statement; align the editorial mission with your
corporate mission.
3. Enumerate KPIs that align with your corporate and editorial mission statements.
4. Set a budget that is sufficient to achieve your corporate and editorial missions. If you don’t have enough
budget, scale back your goals and expectations. Be honest!
5. Inventory your existing content and ensure alignment with the editorial mission statement. Burn content that
is not closely aligned. Invest in upgrading content that is highly aligned.
6. Create a publication plan to support your editorial mission. Execute on the publication plan. Focus on high-
quality content that can be reused across channels.
7. Meet on a weekly or semiweekly basis to monitor progress on the publication plan and KPIs.
8. Adjust the publication plan to remain aligned with the editorial mission throughout the year.
9. Stop doing what doesn’t work and double down on the most effective content.
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30. TakeAways
• Visitors and search engines are becoming more sophisticated.
• There is an imperative to improve the quality and density of content, if you want to break through the
clutter. You have to be measurably better than your competitors and have a plan for promoting your
content.
• The most direct route to improving your content is to develop and document an editorial mission and a
content strategy. Then, develop and execute a persistent plan to implement that strategy over time.
Invest here first! Don’t create anymore content until you have a plan!
• Often, less is more. If the content doesn’t fit into the content strategy and editorial mission, burn it.
• Focus your resources on improving the quality and density of the content that most closely aligns with
the needs of your primary target audience.
• Create budgetary alignment between your corporate and editorial mission.
Establish KPIs that are relevant and accurately measure progress on your documented goals.
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31. Bonus Feature
Check out the
AIM at Melanoma case
study!
http://arteric.com/case-studies/patient-
advocacy-web-site-redesign.html
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32. Contact Me!
Hans Kaspersetz
Twitter: @hanskaspersetz
Office: 201-558-7929
www.arteric.com
www.linkedin.com/in/hanskaspersetz
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