Top Five Content Trends for 2013 [WEBINAR]

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When it comes to online content, there’s a lot of chatter. Healthcare marketers are taking a fresh look at how to create engaging content and some great new tactics are emerging. This webinar uncovers the year’s top online content trends. You’ll discover the latest in prioritizing content for various devices, creating effective calls to action, and ensuring your content is compelling, engaging and most importantly – sharable. In this webinar you’ll learn the latest in: Responsive content Integrated calls to action Applying analytics to content Newsjacking Sharable content Watch the webinar with audio:

Transcript of Top Five Content Trends for 2013 [WEBINAR]


2. WEBINAR INFORMATION Webinar lasts one hour Enter questions at any time Recording will be posted in our webinar archive within 24 hours Please mute your phones Please take the post-webinar survey which will appear at the conclusion of the webinar Follow along on Twitter using the #GeoLive hashtag 3. GEONETRIC CLIENTS 4. ABOUT GEONETRIC Geonetric is a healthcare marketing agency and software developer providing leading hospitals and medical practices with marketing services and software solutions specific to the healthcare industry. 5. TODAYS PRESENTER Ben Dillon, MBA | VP & eHealth Evangelist Geonetric, Inc. Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, everything from social media strategies to accountable care organizations. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years. Hes also a Twitter junkie follow him at @benatgeo. 6. TOP FIVE CONTENT TRENDS FOR 2013BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST 7. JANUARYTop Five Content Trends for 2013 FEBRUARYThe Content Conundrum MARCHContent Marketing for Healthcare 8. TREND #5RESPONSIVE CONTENT 9. MOBILE EXPLOSION MaxAverageSource: Geonetric client research 10. RESPONSIVE DESIGN 11. NEW IDEA: RESPONSIVE CONTENT Tailoring the experience to the user is more than resizing design. Design must adapt, but so must the functionality and content. What might content respond to? Screen size Location The individual reading it 12. WRITING FOR THE SMALL SCREEN The challenge Users want all of the content It can be overwhelming on the small screen Strategies Pruning Linking 13. PRUNING AND LINKING 14. WHY ONLY MOBILE? 15. ADAPTING TO OTHER FACTORSMore devices are location aware use that instead of manuallyentered ZIP? 16. TREND #4INTEGRATED CALLS TO ACTION 17. PRESSURE TO DEFEND VALUE Tracked Value HereDirect URL Home PageOnline ConversionPPCInterior PageTracked Phone #Social MediaLanding PageDeparture / Untracked Phone #Search EngineVanity URLMost Visits Here 18. ALWAYS ASK:WHAT IS THE GOAL FOR THIS PAGE? 19. CONNECTING TO RELEVANT PROVIDERS 20. TREND #3APPLYING ANALYTICS TO CONTENT 21. MAKE YOUR CONTENT MORE STRATEGIC RetainAcquireWhat are patients needs after they receive services? How do you continue a meaningful relationship?What are health consumers searching for?Align Content With Visitor NeedsConvert What are the barriers to patient decision making? Are you holding their hand through the process?Engage Are visitors finding what theyre looking for? What do they do after they arrive? 22. ACQUIRE What do people coming to your site search for today? Google Analytics Google Webmaster Tools What terms do people search for when youd like them to find you? Google Keyword Research Tool How do you rank for these terms? SEOMOZ 23. GOOGLE ANALYTICS 24. GOOGLE KEYWORD TOOL 25. SEOMOZ 26. ENGAGE Foresee surveys Google analytics Bounce Time on site Pages/visit Return visits Session recording Site search logs 27. CONVERT Forms/task completion rate A/B testing Conversion funnel Downstream revenue 28. CONVERT 29. RETAIN Satisfaction surveys Social media metrics Followers Engagement Email newsletter metrics Sign-ups Open/click rates 30. TREND #2NEWSJACKING 31. WHAT IS IT? Whenever there is a hot story in the news, there is an opportunity to create and publish original content that the media will find and will get you coverage. Newsjacking can be by writing a blog post, doing a YouTube video, creating an infographic, or even publishing a book on Kindle. - David Meerman Scott, Author of Newsjacking 32. OWN THE SECOND PARAGRAPH 33. EXAMPLES IN HEALTHCARE 34. SETTING THE STAGE FOR NEWSJACKING 35. DOING IT WELL Find newsjacking opportunities Real-time planning Get it out there fast 36. A NOTE OF CAUTION Some news items shouldnt be newsjacked (or only with great caution) 37. THERE CAN BE A ROLE TO PLAY 38. TREND #1SHARABLE CONTENT 39. BLOGS AND PODCASTS 40. QUESTIONS? To learn more: Contact us 800.589.1171 Visit our website: Connect with us @geonetric 41. THE CONTENT TRENDS FOR 2013 VIDEO Watch the Video Interested in viewing the original Content Trends for 2013 webinar? Now you can! Visit our webinar page to watch the recording, listen to an .mp3 or download the .pdf slide deck for the webinar. Watch the Content Trends for 2013 webinar! 42. NEW WHITE PAPER AVAILABLE Get to the Point: Web Writing for Healthcare You know you need great content on your hospitals website. But writing it and managing it is a big job. This white paper will help. Well answer your top content questions and explain the fundamentals of writing good content for the Web. Request your free copy! 43. NEXT MONTHS WEBINAR The Content Conundrum February 21 - 3:00 p.m. Central Time Every organization needs great online content. But whos got the time to develop and maintain it all? Join us to learn content sourcing best practices. Well discuss when it makes sense to develop your own content, license it or hire a professional writer. Well cover the best in provider directories, health libraries and service line content. And well help you ensure that no matter where your content comes from, your site presents a single user experience. 44. THE END