Post on 29-Oct-2014
description
#CMWorld
Hospital Industry Lab
Ahava LeibtagPresidentAha Media Group
Amanda Todorovich,
Digital EngagementCleveland Clinic
@amandatodo
#CMWorld
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?