pre_scribed webinar 3: design content to fit your goals
DESCRIPTION
This webinar provides guidance on developing online content that meets user needs, follows healthcare literacy guidelines, is search engine optimized (“SEO”), and complies with legal and regulatory requirements for biotechnology, pharmaceutical, and healthcare companies.TRANSCRIPT
6 doses for a healthy
global online marketing launchWebinar 3: Design Content to Fit Your GoalsPresented by: Christine Mortensen & Greg Lyon
Pre_Scribed is a webinar series sponsored by:
Ask questions:• though the Chat window in the upper right corner of your screen to:
Pre_Scribed - Questions• via Twitter to @Pre_Scribed• via email at [email protected]
Audio access:Phone number: [1-866-469-3239]Access Code: [796 047 790]Meeting Password: Vodori1
Pre_Scribed Webinar Series Overview
6 Modules about Developing a Successful Online Marketing Program for Biotech, Pharmaceutical and Healthcare Companies
Please stay in touch with us through Twitter by following us @Pre_Scribed and also by checking our Pre_Scribed page (http://www.vodori.com/pre-scribed.html) for updates.Step 3: Design Content to Fit Your Goals
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Define Goals for Your Global Online Marketing Program
Find Partners & Devise a Game Plan
Design Content to Fit Your Goals
Coordinate your Channels
Implement Your Program
Evaluate Your Success, Maintain Momentum, and Grow Your Program
June 15, 2011 | 2
Pre_Scribed About Vodori
Understand: • current interactive
portfolio• business objectives• user needs • competitive landscape
To create a plan for relationship building online
Create: • wireframes • visual design• content for all written
and visual media
To cohesively express brand personality online
Apply:• Vodori methodology
coupled with best-in-class technologies
To build the online presence
Provide:• training• ongoing support• online marketing
program management (SEM, Social Media, etc.)
To ensure continued success
FULL LIFECYCLESUPPORT
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Pre_Scribed About Today’s Presenters
Christine Mortensen: As a Creative Web Producer, Christine is in charge of producing compelling content for online marketing campaigns and website initiatives. She works directly with clients to make sure their ideas and visions are communicated effectively and beautifully. With a background deeply rooted in Visual and User Experience Design, she has a keen eye for online trends. Leveraging information from multiple tools, Christine analyzes and reports on these trends to help both the Vodori team and its clients track success and plan for opportunity.
Greg Lyon: As a Strategy Associate, Greg is responsible for providing overall project support throughout all phases of Vodori strategy engagements. Greg focuses his energy enacting thoughtful online promotion campaigns, mapping web analytics to business objectives, and vetting project plans in their ideation phase. Greg holds dual BA degrees in Economics and Spanish and comes to Vodori with prior experience as a private equity analyst and online lead generation entrepreneur.
Step 3: Design Content to Fit Your Goals
Greg Christine
June 15, 2011 | 4
Pre_Scribed 10 Steps to Create & Design Successful Content
Step 3: Design Content to Fit Your Goals
(1) Apply Findings from Initial Strategy Phase(2) Align Message to Business Objectives(3) Determine Roles & Responsibilities(4) Conduct a Content Assessment(5) Develop Tone (6) Adapt Offline Content to the Web(7) User Experience (UX) & Information Architecture (IA)(8) Wireframes & Visual Design(9) Search Engine Optimization(10) Medical and Legal Regulatory Review
June 15, 2011 | 5
Pre_Scribed (1) – Apply Findings from Initial Strategy Phase
Step 3: Design Content to Fit Your Goals
• Catalog of pre-existing content• Cross-linking Opportunity Summary
• Business Objectives Summary• Site Charter
• Competitive Assessment Scorecard• Analogue Best Practices
• User Needs Summary•Web-adapted user personas• Preliminary Content, SEM and SEO Strategy
Site charter, user needs summary, and web-adapted personas provide critical guidance to the overall
content strategy.
Your Current Interactive Portfolio
Business Objectives
IndustryAnalysis
User Needs
June 15, 2011 | 6
Pre_Scribed
Healthcare content can be complicated and runs across a diverse set of users with varied informational requirements:
The key is to create content that is appropriate for each of these users. The overriding rule: know the audience for the content that you create.
(1) – Apply Findings from Initial Strategy Phase, cont’d…
Patient HCP Payer Provider Caregiver
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Pre_Scribed (2) – Align Message to Business Objectives
Step 3: Design Content to Fit Your Goals
word of m
outh
An effective message connects target audiences and fosters dialogue by:• Introducing • Educating• Advancing to call-to-action• Creating affinity• Inspiring
Viewing these interactions in the context of the traditional marketing funnel aligns the digital message to broader business objectives and offline goals.
June 15, 2011 | 8
Pre_Scribed (3) – Determine Roles & Responsibilities
Step 3: Design Content to Fit Your Goals
Knowing when to enlist help from a partner, hire a contractor, or devote internal resources to content creation can make or break your content’s success. Below are some of the roles and responsibilities you may need to account for:
For more information on the partner selection process, consult the second installment in the Pre_Scribed webinar series, Choose Partners & Devise a Game Plan.
Copy– Copywriter
(Digital/short form focus)
– Copywriter (Scientific or Medical focus)
– Editor
Video– Copywriter
(Script)/Storyboard creator (usually a Designer)
– Director– Editor– Producer
Audio– Copywriter (script)– Voice-over talent– Recording
space/equipment
UX– Content Strategist/BA– Information Architect– Interaction/Usability
Designer
Design– Visual Designer– Production Designer
Development– Front-end developer
(HTML/CSS, Javascript)– Back-end developer
(database design)
June 15, 2011 | 9
Pre_Scribed (4) – Conduct a Content Assessment
Step 3: Design Content to Fit Your Goals
What assets have you already created?Re-purposing existing content demands far less resources than creating original content from scratch
Investigate the following: Print or other Non-Digital Marketing Collateral Internal Presentations Training Materials Product Packaging & Inserts Technical or Scientific Documentation Offline Sales Aids Press Releases & Articles Customer Testimonials
June 15, 2011 | 10
Pre_Scribed (5) – Develop Tone
Step 3: Design Content to Fit Your Goals
Personality:
Formality:
Reading Level:
Level of Science:
Other considerations: Geography, Culture, Ethnicity
Note: Tone is communicated in more than just your text; make sure that the style of your images and other media match the tone you set.
Tone is the personality or feel of your content.Understanding who you are speaking to and what action you want them to take will help you determine your content’s tone.
warm/inviting clinical
conversational highly formal
5th grade post-doctorate
informative & supportive advanced/highly technical
v
v
v
v
June 15, 2011 | 11
Pre_Scribed (6) – Adapt Offline Content to the Web
Step 3: Design Content to Fit Your Goals
When adapting offline content (or creating new content) for the web, review the following items to ensure compliance with digital best practices:
Adapted from Health Literacy Guidelines, Rhode Island Health Literacy Project, available at: http://hari.org/rihlp/, last visited 3/20/2011
Text— Emphasize primary message and calls to
action with abbreviated supporting content Use words of appropriate length; craft
sentences that are short and to the point Create headlines and copy that incorporate
targeted SEO keywords Create content in bite-size chunks and
utilize a content hierarchy that leverages formatting through appropriate headings
Avoid any acronyms or abbreviations that will be unknown to the reader
Layout— Use illustrations, pictures and graphics
whenever possible to help illuminate your points
Use color to call attention to headlines and important information
Be aware of a highly engaged audience – content consumption on the web is a more active experience than traditional channels
Know the information your audience desires at their fingerprints and make it highly visible
June 15, 2011 | 12
Pre_Scribed (6) – Adapt Offline Content to the Web, cont’d…
June 8, 2011 | 13Step 3: Design Content to Fit Your Goals
Adapting offline content to the web must strike a balance between your marketing message, tone, and overall look and feel:
Overwhelming Balanced
Pre_Scribed (7) – User Experience & Information Architecture
Step 3: Design Content to Fit Your Goals
Source:User experience definition- Wikipedia
User experience (UX) is the practice of defining a person's perceptions and responses that result from the use or anticipated use of a product, system or service.
Source: Peter Morville’s User Experience Honeycomb
The goal of user experience is to
create value for both the user and the business
June 15, 2011 | 14
Pre_Scribed (7) User Experience & Information Architecture, cont’d…
Step 3: Design Content to Fit Your Goals
Source: Jesse James Garrett 2000
Elements of user experience:1. Site objectives & User needs
2. Functional Specs & Content
Requirements
3. Interaction Design &
Information Architecture
4. Information Design (Interface
Design & Navigation Design)
5. Visual Design
June 15, 2011 | 15
Pre_Scribed (7) – User Experience & Information Architecture, cont’d…
Step 3: Design Content to Fit Your Goals
Site architecture helps you determine:• What content goes where (on your site)• Navigation structure & taxonomy• Cross-linking, user flows, brainstorm additional functionality
June 15, 2011 | 16
Pre_Scribed (8) – Wireframes & Visual Design
Step 3: Design Content to Fit Your Goals
Wireframes:• Determine the content hierarchy per page• Vet interaction & functionality• Aid Visual Designers, focus on look & feel
June 15, 2011 | 17
Pre_Scribed (8) – Wireframes & Visual Design, cont’d…
Step 3: Design Content to Fit Your Goals
Developing user, functional, and technical requirements, yields discoveries that effect the content of your site and inform the overall look & feel.
Your opportunity: Ensure users can share your content across channels (e.g., email to a friend, post to a social network, reviews/feedback)
June 15, 2011 | 18
Pre_Scribed (9) – Search Engine Optimization
Technical
Link-Building
Content
Step 3: Design Content to Fit Your Goals
Purposeful content creation strategy paired with on-page optimization techniques.
Ensure accessibility and compliance with search engine crawlers.
Build content authority and improve visibility through relationship marketing.
June 15, 2011 | 19
Pre_Scribed (9) – Search Engine Optimization
Step 3: Design Content to Fit Your Goals
Content Technical Link-Building
• Keyword Research• URL Conventions• Title Tags• Header Tags• Meta Descriptions• Canonical Tagging• Alt Tags
• Domain Management• Site Hierarchy• Site Speed• Status Codes• JavaScript• Rich Media (i.e., flash)• robots.txt
• Relationship Building• Content Relevancy• Link Requests &
Exchanges• Purchasing Links• Social Media
June 15, 2011 | 20
Pre_Scribed (10) – Medical & Legal Regulatory Review
Content Creation by Marketing
Team
Review by Legal
Revision by Marketing
Team
Final Approval by Regulatory
Publication
Develop a process that supports ongoing content creation, review, and publication:
Revision of Already-Published Content
Review by Regulatory
Review by Medical
Factors impacting development of process:•New team?• International?•New therapeutic area?•Signature requirements?•Workflow management: digital v. manual?
Step 3: Design Content to Fit Your Goals June 15, 2011 | 21
Pre_Scribed Market Your Content – Webinar 4 Teaser
Step 3: Design Content to Fit Your Goals June 15, 2011 | 22
Pre_Scribed Thank You!
To learn more about this series, visit: http://www.vodori.com/pre-scribed.html
For further information about this presentation, contact:Rob DeMento• 312.324.3626
Ask questions:via Twitter to @Pre_Scribed
• via email at [email protected]
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