Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag
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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.
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Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag
- 1. Hospital Industry Lab #CMWorld Ahava Leibtag President Aha Media Group Amanda Todorovich, Digital Engagement Cleveland Clinic @amandatodo
- 2. #CMWorld Today 1. Meet your tour guides 2. Planning your Content 3. Challenges in Content Creation 4. Publish your Content 5. Distribute your Content 6. Analyze your Content 7. Govern your Content
- 3. #CMWorld Meet your tour guides
- 4. #CMWorld Ahava Leibtag • Author of The Digital Crown • Owner of 11-person content firm, Aha Media Group • 9 years in healthcare #CMWHospitals 4
- 5. #CMWorld Amanda Todorovich • 15 years in “storytelling” – 10+ years in healthcare • Blogs, social media, email @amandatodo
- 6. #CMWorld 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 #CMWHospitals 6
- 7. #CMWorld Planning your Content
- 8. #CMWorld What is content?
- 9. #CMWorld Content is a conversation. #CMWHospitals 9
- 10. #CMWorld 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 #CMWHospitals 10
- 11. #CMWorld External Messaging External 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 #CMWHospitals 11
- 12. #CMWorld The Lifecycle of Content Strategy
- 13. #CMWorld Plan 1. 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 Questions 3. Define Workflow
- 14. #CMWorld Discovery 1. Content Auditing 2. Stakeholder Interviews 3. Analysis #CMWHospitals 14
- 15. #CMWorld Content Audits #CMWHospitals 15
- 16. #CMWorld Stakeholder Interviews #CMWHospitals 16
- 17. #CMWorld Content must: • Align with business objectives • Support users in accomplishing tasks #CMWHospitals 17
- 18. #CMWorld Business Goals User Tasks #CMWHospitals 18
- 19. #CMWorld Business Goals User Tasks #CMWHospitals 19
- 20. #CMWorld Business Goals User Tasks #CMWHospitals 20 The Sweet Spot
- 21. #CMWorld Analysis: How do we want our brand to be perceived in this conversation? #CMWHospitals 21
- 22. #CMWorld External Messaging External 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 #CMWHospitals 22
- 23. #CMWorld What are the business objectives? #CMWHospitals 23
- 24. #CMWorld 5-Step Methodology • Personas • Identity Pillars • Messaging Architecture • Voice/Tone • Editorial Calendar #CMWHospitals 24
- 25. #CMWorld #1 Personas = To whom are we speaking? #CMWHospitals 25
- 26. #CMWorld Judy, Jen & Taylor #CMWHospitals 26
- 27. “Jen's kids have had a few cases of strep this past year so she's reading up on natural strep throat treatments.” #CMWorld “Judy's husband has gout so she tries to learn all she can about it.” #CMWHospitals 27
- 31. #CMWorld #2 Identity Pillars = Who are we? #CMWHospitals 31
- 32. #CMWorld Identity Pillars • Who are we as a brand? • What do people think of us currently? • How do we want to shift that perception? #CMWHospitals 32
- 39. #CMWorld Identity Pillars Current Identity Pillars Future Identity Pillars #CMWHospitals 39
- 41. #CMWorld Identity Pillars Current Identity Pillars Future Identity Pillars CHEAP #CMWHospitals 41
- 42. #CMWorld Identity Pillars Current Identity Pillars Future Identity Pillars CHEAP AFFORDABLE #CMWHospitals 42
- 43. #CMWorld #3 Messaging Architecture= What are we trying to say? #CMWHospitals 43
- 44. #CMWorld 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? #CMWHospitals 44
- 45. #CMWorld Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging #CMWHospitals CHEAP 45
- 46. #CMWorld Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP AFFORDABLE #CMWHospitals 46
- 47. #CMWorld Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP AFFORDABLE You can find the products you want, at the price you are looking for. #CMWHospitals 47
- 48. #CMWorld Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP AFFORDABLE You can find the products you want, at the price you are looking for. #CMWHospitals • Our prices are consistently 20% lower than other retail chains. • Robust coupon program 48
- 49. #CMWorld Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP AFFORDABLE 35 You can find the products you want, at the price you are looking for. #CMWHospitals • Our prices are consistently 20% lower than other retail chains. • Robust coupon program 49
- 50. #CMWorld #4 Voice and Tone= How do we say it? #CMWHospitals 50
- 51. #CMWorld Define Voice #CMWHospitals 51
- 52. #CMWorld Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient #CMWHospitals 52
- 53. #CMWorld Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient #CMWHospitals 53
- 54. #CMWorld Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient #CMWHospitals 54
- 55. #CMWorld Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient #CMWHospitals 55
- 58. #CMWorld Come here right now. #CMWHospitals 58
- 59. #CMWorld Define Tone Yes: Sound like <example> No!: Sounds like <example> #CMWHospitals 59
- 64. #CMWorld Useful, helpful not preachy, friendly, conversational, credible, human, innovative, leader, high-tech, high-touch, patients first.
- 65. #CMWorld
- 66. #CMWorld Who will do all this work? Requesters Publishers #CMWHospitals Providers Creators Reviewers Approvers 66
- 68. #CMWorld Challenges in Content Creation: Q&A #CMWHospitals 68
- 69. #CMWorld Publish your Content #CMWHospitals 69
- 70. #CMWorld Technical Considerations • Information architecture • Taxonomy • Metadata/Schema • XML/DITA • CMS • SEO #CMWHospitals 70
- 71. #CMWorld Build a Home #CMWHospitals 71
- 72. #CMWorld Team Approach #CMWHospitals 72
- 73. #CMWorld Two Models Health Hub • Dedicated team • One person scheduling and publishing content ConsultQD • Dispersed across marketing • Many people scheduling and publishing content #CMWHospitals 73
- 74. #CMWorld Publishing Calendar #CMWHospitals 74
- 76. #CMWorld Align Tools with Objectives • CMS – WordPress for HealthHub & ConsultQD – .org just moved from MOSS to SiteCore • Analytics • Templates & submission forms • Engagement Tools – Atomic Reach #CMWHospitals 76
- 78. #CMWorld Think about Formats #CMWHospitals 78
- 79. #CMWorld • Articles • Listicles • Slideshows • Videos • Infographics • Quizzes #CMWHospitals 79
- 80. #CMWorld Distribute your Content #CMWHospitals 80
- 81. #CMWorld Maximize the investment. #CMWHospitals 81
- 92. #CMWorld Physician Audience Mystery #CMWHospitals 92
- 96. #CMWorld Analyze your Content #CMWHospitals 96
- 97. #CMWorld Don’t “go from the gut.” #CMWHospitals 97
- 98. #CMWorld Which did better? #CMWHospitals 98
- 99. #CMWorld Mine the Data. Mind the Data. #CMWHospitals 99
- 100. #CMWorld • 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. #CMWHospitals 100
- 101. #CMWorld Avoid Auto-Pilot Mode • It’s dangerous. • Free-falling. Blind. • No idea where you’ll land. #CMWHospitals 101
- 105. #CMWorld 2014 YTD #CMWHospitals 105
- 106. #CMWorld 2014 YTD #CMWHospitals 106
- 107. #CMWorld Embrace the numbers. Make changes. Test things. Make more changes. #CMWHospitals 107
- 108. #CMWorld Govern your Content #CMWHospitals 108
- 109. #CMWorld CONSISTENCY #CMWHospitals 109
- 110. #CMWorld 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. #CMWHospitals 110
- 111. #CMWorld 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 #CMWHospitals 111
- 114. #CMWorld Why content governance? • Creates a consistent customer experiences across channels • Avoids content bloat • Sets internal organizational controls #CMWHospitals 114
- 115. Consistent User Experience Across #CMWorld Channels #CMWHospitals 115
- 116. #CMWorld Avoid Content Bloat #CMWHospitals 116
- 117. Set Internal Organizational Controls #CMWorld #CMWHospitals 117
- 118. #CMWorld Questions? #CMWHospitals 118
Editor's Notes
- Judy is 65. Married to John. Retired. Has a good pension. Lives in Virginia. Has two grown children and 5 grandchildren. She LOVES Facebook and uses it on her desktop computer. Has an iPhone that she is still learning how to use. Walmart shoppers. Big savers. Willing to travel for better healthcare. John has gout. Judy has an auto-immune disorder. Trying to eat healthier – doctor said she and her husband need to follow a heart-healthy diet. Jen is 36. Married to Mark. 3 Children under the age of 8. Lives in Cleveland. Lives on her iphone. Facebook and Pinterest junkie. Gets more email than she’s able to read. Aspires to be the “super” mom and have it all. Works in marketing. She cooks her family’s meals and is always trying to find ways to get her kids to eat healthier. Takes of her children and husband before spending time for herself or worrying about her own health. Taylor is 27. She works for an SEO agency in California. Fitness freak. Obsessed with health recipes. A little bit of a foodie. Single. Focused on staying healthy.
- Your website is the home for your content. Use the proper tools and materials to build it and make it big enough for the whole family. You need a blueprint and you need the right team in place to do it right.
- What’s the process ? Who’s involved or should be? Bring all needed expertise to the table. Assemble a team and determine what the ideal process would be and drill down from there to determine what you’ve got to work with and what you might need to invest in moving forward. We work with designers, developers, writers, analytics and social media teams on publishing. All have different needs and ideas that are a part of the process. All involved in discussions and decision-making from the beginning.
- No right way. Limitations and challenges with both approaches. Just need cl
- Doesn’t have to be fancy. We use Google Drive for HH. Sharepoint site for CQD. Communicate to stakeholders – talk about our email alert system.
- Submission forms ask writers to provide all needed info – metadeta, tweets, character counts for titles and sticky titles, etc. Writers also work directly in WP. Use Atomic Reach tool to maximize engagement.
- Social engagement is a HUGE focus for us. Scores help us make sure our content is optimized for the most engagement BEFORE we publish it.
- This is new ground for us. We are in total experiment mode with distribution right now.
- 10x as much reach and engagement. Don’t assume you “know your audience” or that your instincts are always right.
- Measure everything and develop a culture of continuous improvement. Go beyond the basics. Don’t just ask what is happening, seek why it is happening – and then use this information to make better decisions. Share the info broadly and in a highly transparent way.
- Make sure there the important people in your organization understand and buy-in to what you are doing, why you are doing it and how you are measuring it. For HH right now, it’s all about traffic. Our big objective is national brand awareness. We use the data to help us determine what is getting the most traffic. Social media focus is on growth and scaling the size of our audiences to lead to more traffic to lead to brand awareness. If the focus was on patient acquisition, totally different set of metrics and strategy. Use the data to adjust. Don’t be afraid to change things. Don’t go on auto pilot.
- Don’t just “check the box” – have a strategy and a clearly articulated point of view and defend it resolutely against mission creep. Don’t be random. Don’t think of it as “one more thing I have to do.” Be thoughtful. Use the data to be insightful.
- Chartbeat. Real-time. Use to see immediate impact of social posts, email, etc. Can react/adjust plan for the day.
- GA is such a powerful tool for content marketers. Can drill down into so many things – AFTER THE FACT. Use it to monitor for trends. Impacts overall site strategy and decisions. In it every day.
- Look at what distribution methods are working. ONLY if you set up tracking to do this.
- What content is getting the clicks. Identify trends. Look for ways to do more with the strong content – collections, updates, different format, leverage on another channel or platform.