Content Marketing vs. Health Communications
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Transcript of Content Marketing vs. Health Communications
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When Health Communications and Content Marketing Collide
Erin Norvell @eedgerton
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THE BIG BRANDS
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Content Marketing
A strategic marke-ng approach focused on crea-ng and distribu-ng valuable, relevant, and consistent content to a9ract and retain a clearly-‐defined audience — and, ul-mately, to drive
profitable customer ac-on.
-‐ Content Marke-ng Ins-tute
Health Communications
The study and use of communica-on strategies to inform and influence
individual decisions that enhance health.
-‐ CDC/NCI
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THREE THINGS BRANDS ARE DOING RIGHT
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1. They build on existing target audience behaviors.
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2. They develop deeper engagement.
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3. They lead with the content and make the “ask” second.
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It’s not about the channel. It’s about engagement.
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SIX THINGS WE CAN LEARN FROM BRANDS
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1. Get personal. Tell stories.Drive deeper engagement.
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2. Focus on channels that build engagement.
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3. Build a relationship with the community.
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Channel Audience Rela.onship (We are a…)
Content Frequency
Facebook page Adults (ages 30 – 49) interested in increasing physical ac=vity
Suppor.ve friend that helps mo.vate you to take ac.on and maintain a high level of interest in exercise
Mo=va=onal messages, specific ac=ons to take, resources to learn more
Post 3 =mes per week, review comments daily
Pinterest profile State and local public health organiza=ons
Collabora.ve partner that helps you do more for your community with less resources
Campaign materials and resources
Post within 2 days of campaign launch, re-‐pin partner posts weekly
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4. Build brand affinity for your organization.
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Evoke warm feelingsProvide pleasureSpeak to who we areHelp us manage problems in our daily lives
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5. When you can’t beat them, join them.
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6. Continuously evolve in tiny increments.
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Erin Edgerton Norvell Founder & Principal Strategist, Digital Edge Communications
Executive Director, Society for Health Communication www.DigitalEdgeCommunications.us
The Society for Health Communication Connect with your peers. Join the movement.
www.SocietyforHealthCommunication.org
Thank You!