content strategy secrets from the cleveland clinic's health hub and ahava leibtag
DESCRIPTION
Ahava Leibtag and Amanda Todorovich from Cleveland Clinic's Health Hub gave this workshop at Content Marketing World 2014 in Cleveland on September 11, 2014.TRANSCRIPT
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Hospital Industry Lab
Ahava LeibtagPresidentAha Media Group
Amanda Todorovich,
Digital EngagementCleveland Clinic
@amandatodo
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Today1. Meet your tour guides2. Planning your Content3. Challenges in Content Creation4. Publish your Content5. Distribute your Content6. Analyze your Content7. Govern your Content
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Meet your tour guides
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Ahava Leibtag• Author of The Digital Crown• Owner of 11-person content firm, Aha Media Group • 9 years in healthcare
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Amanda Todorovich• 15 years in
“storytelling”– 10+ years in
healthcare• Blogs, social media,
@amandatodo
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About Cleveland Clinic
• No 2 most visited hospital site in the country (driven mostly by content) with 80-90 million visits in 2014
• More than $204 million in annual revenue from appointments made via leads from ClevelandClinic.org in 2013
• No. 1 most visited hospital blog with 2.5+ million visits a month
• 1 million+ Facebook fans (only St. Jude’s has more)
• 250K+ Twitter followers (only Mayo has more)
• Named one of 140 Twitter feeds to follow in 2014 by TIME magazine
• No. 1 in Linkedin followers among hospitals
• 15+ email newsletters with a combined distribution of 250K+ a month. Flagship Be Well newsletter has a 55K distribution list.
• 130 active paid search campaigns (using treatment guide content) that generate more than $32 million in revenue yearly and an ROI of 24-to-1.
• No. 2 in the industry in organic search traffic with a projected 38 million in organic search visits in 2014
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Planning your Content
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What is content?
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Content is a conversation.
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Content Strategy: Two Parts
External Messaging • To whom are you talking? • Who are you? • What are you trying to say? • How do you say it? • When and where do you
say it?
Internal Workflow
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External MessagingExternal Messaging Questions
• To whom are you speaking?
• Who are you? • What are you trying to
say? • How do you say it? • When and where do you
say it?
Content Strategy Tools• Personas
• Identity Pillars
• Messaging Architecture
• Voice/Tone
• Editorial Calendar
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The Lifecycle of Content Strategy
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Plan1. Discovery:
• Auditing: What are our current assets?• Stakeholder Interviews: What do people both outside
and inside the organization think?• Analysis: What’s the business case? What are we trying
to accomplish?2. Answering the 5 Essential Questions3. Define Workflow
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Discovery1. Content Auditing2. Stakeholder Interviews3. Analysis
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Content Audits
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Stakeholder Interviews
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Content must:• Align with business objectives• Support users in accomplishing tasks
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Business Goals
User Tasks
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Business
Goals
User Tasks
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Business
Goals
User Tasks
The Sweet Spot
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Analysis:How do we want our brand to be perceived in this conversation?
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External MessagingExternal Messaging Questions
• To whom are you speaking?
• Who are you? • What are you trying to
say? • How do you say it? • When and where do you
say it?
Content Strategy Tools• Personas
• Identity Pillars
• Messaging Architecture
• Voice/Tone
• Editorial Calendar
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What are the business objectives?
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5-Step Methodology• Personas• Identity Pillars• Messaging Architecture• Voice/Tone• Editorial Calendar
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#1Personas =
To whom are we speaking?
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Judy, Jen & Taylor
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“Jen's kids have had a few cases of strep this past year so she's reading up on natural strep throat treatments.”
“Judy's husband has gout so she tries to learn all she can about it.”
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#2Identity Pillars =
Who are we?
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Identity Pillars• Who are we as a brand?• What do people think of us currently?• How do we want to shift that
perception?
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Identity PillarsCurrent Identity Pillars Future Identity Pillars
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Identity PillarsCurrent Identity Pillars Future Identity Pillars
CHEAP
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Identity PillarsCurrent Identity Pillars Future Identity Pillars
CHEAP AFFORDABLE
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#3Messaging Architecture=
What are we trying to say?
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Messaging Architecture• How do our identity pillars map from
a business and patient/family perspective?
• How are we representing those ideas?
• What are our messages that reinforce the identity pillars?
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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP
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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE
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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.
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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.
• Our prices are consistently 20% lower than other retail chains.
• Robust coupon program
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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE35 You can find the products you
want, at the price you are looking for.
• Our prices are consistently 20% lower than other retail chains.
• Robust coupon program
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#4Voice and Tone=
How do we say it?
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Define Voice
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VoiceWe are:
sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient
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VoiceWe are:
sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient
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VoiceWe are:
sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient
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VoiceWe are:
sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient
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Come here right now.
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Define Tone
Yes: Sound like <example>
No!: Sounds like <example>
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Useful, helpful not preachy, friendly,
conversational, credible, human, innovative, leader,
high-tech, high-touch, patients first.
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Who will do all this work?
Requesters
Providers
Creators
Reviewers
Approvers
Publishers
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Challenges in Content Creation: Q&A
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Publish your Content
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Technical Considerations• Information architecture• Taxonomy• Metadata/Schema• XML/DITA• CMS• SEO
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Build a Home
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Team Approach
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Two ModelsHealth Hub• Dedicated team• One person scheduling
and publishing content
ConsultQD• Dispersed across
marketing• Many people
scheduling and publishing content
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Publishing Calendar
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Align Tools with Objectives
• CMS– WordPress for HealthHub & ConsultQD– .org just moved from MOSS to SiteCore
• Analytics• Templates & submission forms• Engagement Tools– Atomic Reach
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Think about Formats
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• Articles• Listicles• Slideshows• Videos• Infographics• Quizzes
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Distribute your Content
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Maximize the investment.
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Physician Audience Mystery
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Analyze your Content
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Don’t “go from the gut.”
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Which did better?
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Mine the Data. Mind the Data.
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• Pick a metric that determines success.
• Use tools that give you actionable information.
• Actually look at the data.– Review as a team.– Identify themes and trends.
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Avoid Auto-Pilot Mode• It’s dangerous.• Free-falling. Blind.• No idea where you’ll land.
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2014 YTD
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2014 YTD
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Embrace the numbers.Make changes.Test things.Make more changes.
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Govern your Content
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CONSISTENCY
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What is content governance?
Content governance is the day-to-day detailed management of content delivery and style, as well as the long-term execution of content strategy tactics.
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Content governance• Determines priorities• Provides detailed guidelines and standards
on how content should look, behave, and interact with customers
• Assigns ownership to people within the organization so they can make strategic decisions about content
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Why content governance?
• Creates a consistent customer experiences across channels
• Avoids content bloat• Sets internal organizational controls
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Consistent User Experience Across Channels
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Avoid Content Bloat
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Set Internal Organizational Controls
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Questions?