The $64,000 Question: How Do We Improve Our Web Content? Webinar
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The $64,000 Question: How Do We Improve Our Web Content? Webinar

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You know content is king. But without useful tips for improving content, that knowledge doesn’t really help. Let’s stop talking about how important content is and actually develop better content!......

You know content is king. But without useful tips for improving content, that knowledge doesn’t really help. Let’s stop talking about how important content is and actually develop better content! In this webinar, we’ll give a quick overview of how to create a content strategy — complete with techniques and tools available to help. Then we’ll provide ideas to help you turn your organization into a content marketing machine.

In this webinar, you’ll learn how to: Establish a content marketing program. Use content marketing to build service line volume. Create content that is truly valuable and gets shared. Go beyond social media as a content marketing strategy

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  • You know content is king. But without useful tips for improving content, that knowledge doesn’t really help. Let’s stop talking about how important content is and actually develop better content! In this webinar, we’ll give a quick overview of how to create a content strategy — complete with techniques and tools available to help. Then we’ll provide ideas to help you turn your organization into a content marketing machine.In this webinar, you’ll learn how to:Establish a content marketing programUse content marketing to build service line volumeCreate content that is truly valuable and gets sharedGo beyond social media as a content marketing strategy
  • This slide shows some of our current clients which includes small community hospitals (like Pella Regional Health Center in Pella, IA – a 25 bed facility), specialty hospitals (Lubbock Heart Hospital and Childrens Hospital Colorado) and health systems like Altru in the Dakotas and HCA Virginia Health System. Are there any that stand out?
  • We provide marketing services to leading healthcare systems, hospitals, and practices. <http://www.geonetric.com/services/>We create VitalSite, the Healthcare CMS for hospitals, systems and healthcare organizations. <http://www.geonetric.com/vitalsite/cms/>
  • Unable to attend the webinar? No problem…we recorded it! https://www.geonetric.com/resources/webinars/2014/improve-web-content/
  • Digital Marketing in Healthcare Whitepaper: Research Findings to Guide Your eHealth Strategieshttps://www.geonetric.com/resources/white-papers/download-ehealth-survey-results/Web Writing for Healthcare Whitepaper: A Guide for Healthcare Marketing Strategyhttps://www.geonetric.com/resources/white-papers/download-web-writing-for-healthcare/
  • #1 roadblock to creating great content? Don’t have the time!
  • Back up with points from http://geovoices.geonetric.com/2014/03/value-of-content/
  • Unfortunately – this has always been true and it hasn’t been enough. What’s raised the profile? Changes in SEO!The Hummingbird update less emphasis on matching keywords more emphasis on understanding what a user is most likely hoping to obtain in their search results. - Understanding of semantics- Processing more complex queries- Better support of voice queries
  • Google wants us to focus on the content. Original. Thoughtful. Well written content. And lots of it.The task can be overwhelming!This is the only real way to rank today.
  • Name, specialty, etc. But that doesn’t give the search engines much to grab on toOr patients for that matterGive them something (like this example) and it changes the game
  • Content Strat = 0.65 FTEWriting = 0.55 FTE
  • Outsourcing – growing, but still much lower than what we see outside of healthcare.
  • I write a lot. Hundreds of blog posts, published articles, white papers and ebooks.While I’m a much better writer than I was a decade ago – everything that I write for public consumption goes through a process.It’s not just a matter of writing. It’s the entire process and lifecycle from planning and strategy to writing, publishing and maintaining all the way to content retirement.
  • http://www.slideshare.net/fullscreen/khalvorson/a-content-strategy-roadmap/1 Content strategy plans for the creation, delivery and governance or useful, usable content. (Kristina Halvorsen, Braintraffic)Content strategy is about aligning a publishing model with business goals. (Karen McGrane, Bond Art + Science)
  • Getting down to the heart of content and thinking about the people behind the words.
  • Is this part of how we talk about what content strategy looks like in practice? It comes down to tools fitting the problem(s) you’re trying to solveInventories: Excel spreadsheets, or better yet BlazeUX: online surveys, heat mapping tools, wireframing tools, user experience researchCMS: panels, smart panels, dynamic content, widgets and gadgetsWeb analytics: Google Analytics Competitive analysis
  • Quantitative – aerial view of all the content you have
  • Quantitative – aerial view of all the content you have
  • Labor-intensive, no way around it. Need to open each page and assess value, relevance, purpose. If average site has 1500 pages, can appreciate the work involved.
  • Identified gap by identifying all services offered and comparing this to services currently communicated on the Web. Process: interviews, source material, master services list.
  • In-depth information architecture. Blueprint for what is written, how it connects to other content, how it leverages CMS capabilities and licensed content – and most important, how it supports visitor education and drives patient acquisition.
  • Content StandardsVoice and tone guidelinesEditorial styleBrand support pointsContent SourcingExisting source material & marketing collateralExisting Web contentSubject matter expert input – stakeholder interviewsResearch on the topic and previous healthcare knowledgeContent ArchitectureDetailed structure for prioritized content sectionsContent MatrixPage-level blueprint for new siteServices inventoryContent DevelopmentWriting phaseEditing phase Proofreading phaseReview and approval from client and SME
  • B to C with the consumer in mindIt’s hard when you’re in the trenches to really focus on the audience, in most cases – the patient’s needsConsidering their feelings. Their reactions to your words CAN affect their healthcare decisions.
  • Keen attention to the patient, while weaving in brand support points and why choose us statements.
  • Start with a short example, something that grabs attention
  • When you buy a TV ad or a magazine ad, do you get a relationship with the consumer? No. You’re leveraging the relationship that the content producer/publisher has with the audience. Living off the goodwill and credibility and interest that they’ve created. You interrupt that experience.CM makes you the publisher. Owned media vs. Paid. You create the content that builds awareness, affection and trust. You produce the interesting and relevant parts in the form of case studies, articles, blog posts, pamphlets...The only thing that makes you different from a traditional publisher is in how you make money. You’re note (generally) selling the content and you’re not charging advertisers to inject their stuff into the experience you’ve created. You monetize in other ways.
  • But is this what your web content looks like?Often no. Often we’re confined to “these are our doctors” “These are the services we offer” “this is where we’re located”Factual. Reference info.Addresses a moment in time in the patient experience – when they’re making a
  • in and are willing to share with others
  • Random content production is not CM.There should be intent here.Who are you talking to? What do you want to accomplish? How will you know if it’s working?
  • Needs to be original content!
  • Content can be lots of things!Patient ed events are often death by ppt as delivered by a medical pro.St. Vincents in Jacksonville, FL, Lady’s Night Out (LNO)Leverage the heck out of this!Take one event and blog about it, promo in social media, take photos and videos and post those out there, make infographics and share of these through your email channel, etc.If you’re creating something unique like this – leverage it 20 ways outside of the event itself!
  • First step was to re-write re-organized our content page
  • The content governance piece of the web content lifecycle accounts for the measurement, updating, and archiving of this valuable business asset.(slide)MeasureWhat do you expect to achieve with these efforts?UpdateWhat is your maintenance plan?ArchiveWhat is your content retirement plan?
  • Remember those goals we talked about? Are you achieving them? Few enough ask the first question but fewer still follow through on the second. Is this content doing what you want it to do? If not, what are you going to do about that? And this exists over time – when does content begin to become less effective?
  • In updating web content, adhere to the standards you are creating for your content strategy. Is the tone and voice in your various web channels consistent? Do they flow across channels? Are your calls to action still viable? Are your channels still relevant?Establishing an editorial schedule not just for the creation of content during production, but also for your content governance plan empowers the content advocate to set expectations in the organization for web updates and edits. (example?) This means less reactivity in the way web updates are handled.It takes a lot of different people to get good content; source material managers, subject matter experts, web writers, editors, publishers... Assign roles and responsibilities for all aspects of content creation and updating - then compensate the folks who fill these roles based not on merely producing content but by the quality of the content. This can help rally buy-in from people in the organization who might not have otherwise been interested in helping to create and publish content. (example – physician tweets?)You can use the content matrix to manage all of these things – including archiving…
  • When your content is no longer relevant – whether that means temporarily – it’s time to archive it.(slide)
  • Content is hard. Real work. Sometimes seems like you work and work at it and don’t make any progress.This is a marathon. Work over time, when done well, pays great dividends.
  • Digital Marketing in Healthcare Whitepaper: Research Findings to Guide Your eHealth Strategieshttps://www.geonetric.com/resources/white-papers/download-ehealth-survey-results/Web Writing for Healthcare Whitepaper: A Guide for Healthcare Marketing Strategyhttps://www.geonetric.com/resources/white-papers/download-web-writing-for-healthcare/

Transcript

  • 1. How Do We Improve Our Web Content? The $64,000 Question BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST MAGGIE WRIGHT | SENIOR CONTENT STRATEGIST
  • 2. Tweet it: #GEOLIVE Today’s Presenters Ben Dillon, MBA | VP & eHealth Evangelist | Geonetric Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, on 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. He’s also a Twitter junkie – follow him at @benatgeo. Maggie Wright | Senior Content Strategist | Geonetric Maggie’s more than just a good writer. She’s a strategic writer. She brings a strong background in marketing communications and graphic design to her role as content strategist –allowing her to see content as a piece of the bigger picture and how it can support both organization and user goals. Maggie tweets at @maggiemaywright
  • 3. Geonetric Clients
  • 4. Tweet it: #GEOLIVE About Geonetric Geonetric develops the VitalSite healthcare CMS, and provides online marketing services to hospitals, physician practices and health systems.
  • 5. Tweet it: #GEOLIVE Video Of This Webinar Watch the Video In this webinar, we’ll give a quick overview of how to create a content strategy — complete with techniques and tools available to help. Then we’ll provide ideas to help you turn your organization into a content marketing machine. Watch the webinar!
  • 6. Tweet it: #GEOLIVE eBooks & Whitepapers Available Fill out the survey at the end of the webinar and well send them your way!
  • 7. How Do We Improve Our Web Content? The $64,000 Question BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST MAGGIE WRIGHT | SENIOR CONTENT STRATEGIST
  • 8. Tweet it: #GEOLIVE Top 5 Excuses for Not Investing in Content • We already have plenty of content • We’ll figure that out later • We’re hiring an (unpaid) intern this summer • We can all write, thank you very much. • I’m more worried about the functionality…
  • 9. It’s What Makes Your Site Valuable
  • 10. But… Content is Becoming More Important
  • 11. Tweet it: #GEOLIVE Google is Changing the Basis of the SEO Discussion
  • 12. Google Wants Us to Have Lots of Original, Uniquely Valuable Content
  • 13. Tweet it: #GEOLIVE Why Good Content Matters • Helps with: – Visitor acquisition – Visitor education – Visitor engagement – Visitor persuasion
  • 14. Tweet it: #GEOLIVE This more than doubled monthly profile views for Dr. Keating!
  • 15. Reaction from Health Systems
  • 16. Tweet it: #GEOLIVE Average Staffing Mix by Role (Core Team) Source: Geonetric’s Digital Marketing in Healthcare Survey www.geonetric.com/SurveyResults
  • 17. Tweet it: #GEOLIVE Who Authors Content? • 87% primarily use in-house writers • 8% primarily outsource content creation • 5% have no good resources in this space Source: Geonetric’s Digital Marketing in Healthcare Survey www.geonetric.com/SurveyResults Image Credit: http://www.flickr.com/photos/gastev/
  • 18. Tweet it: #GEOLIVE 0 25% 0.1-2 19% 3-5 26% 6-10 14% 11-20 6% 21-50 6% >50 4% Number of Content Contributors Outside of the Core Web Team Source: Geonetric’s Digital Marketing in Healthcare Survey www.geonetric.com/SurveyResults
  • 19. Tweet it: #GEOLIVE Three Components for Good Content 1. Content Strategy 2. Content Creation 3. Content Governance
  • 20. Content Strategy
  • 21. Tweet it: #GEOLIVE
  • 22. Tweet it: #GEOLIVE The Crux of Content • What are your business goals? • What are the specific project & brand initiatives for the Web? • What are your organization’s key brand support points? • Who are your competitors? What makes you different? • Who are your Web visitors? What are their goals? • What is the status of your current content? • What content resources do you currently have? Staff? Dollars? • What kind of access do you have to supplemental/third party content? • What do your social media and multimedia content resources look like? • How will do you (or how will you) measurement the success of your content efforts?
  • 23. Getting Started
  • 24. Tweet it: #GEOLIVE Content Strategy
  • 25. Tweet it: #GEOLIVE Some of the Tools… • Inventories, audits and matrices • UX and wireframing • CMS technology • Web analytics • Competitive analysis • Personas & scenarios • Content checklist • Editorial calendar
  • 26. Tweet it: #GEOLIVE Content Inventory
  • 27. Tweet it: #GEOLIVE Content Inventory
  • 28. Tweet it: #GEOLIVE Content Audit
  • 29. Tweet it: #GEOLIVE Gap Analysis Available Services Visible Services Diabetes Care Emergency Services Heart & Vascular Surgical Services Wound Healing Diabetes Care Emergency Services Endoscopy Heart & Vascular Physical Therapy Sports Medicine Surgical Services Transplant Surgery Wound Healing
  • 30. Tweet it: #GEOLIVE Visible Services Diabetes Care Emergency Services Endoscopy Heart & Vascular Physical Therapy Sports Medicine Surgical Services Transplant Surgery Wound Healing Gap Analysis
  • 31. Tweet it: #GEOLIVE Information Architecture
  • 32. Tweet it: #GEOLIVE Information Architecture Services (primary) Cancer Care Heart & Vascular Neuroscience & Stroke Orthopedics & Spine Women’s Services Centers for Surgical Innovation Community Wellness Complex Care Diabetes Care Emergency Care Emotional Health and Wellness Endoscopy Services Hospice Care Hospitalists Intensive Care Pain Management Palliative Care Pediatric Care Primary Care Pulmonary Care Rehabilitation Services Sleep Center Sports Medicine Surgical Services Surgical Weight Loss Tests & Imaging Transplant Workplace Wellness Wound Healing
  • 33. Tweet it: #GEOLIVE Message Mapping Orthopedic & Spine Navigation Pages Key messages Calls to action Links Dynamic content Licensed content Images & video
  • 34. Producing Great Content
  • 35. Tweet it: #GEOLIVE Key Activities of Content Engagements Content Development Content Architecture Content Sourcing Content Standards
  • 36. Tweet it: #GEOLIVE Content Development
  • 37. Tweet it: #GEOLIVE Challenges of Writing • Not everyone can write • Not everyone can write for this MEDIUM • Not everyone can write for this AUDIENCE • Not everyone can write about HEALTHCARE TOPICS • This is not a one-person process
  • 38. Tweet it: #GEOLIVE
  • 39. Tweet it: #GEOLIVE
  • 40. Tweet it: #GEOLIVE
  • 41. Content Marketing
  • 42. Why Sponsor a Space Jump?
  • 43. Content Marketing is Becoming the Publisher Rather Than the Advertiser
  • 44. Tweet it: #GEOLIVE This is Content Marketing!
  • 45. Stop Talking About Yourself… And start talking about potential patients’ interests.
  • 46. Tweet it: #GEOLIVE Start with the End in Mind
  • 47. Tweet it: #GEOLIVE The “Content” in Content Marketing • Blogs • Podcasts • Videos • Whitepapers • eBooks • Infographics • Social media • Webinars • Magazines • Pamphlets • Infomercials • TV news spots • Ask the doc newspaper column • Events (sometimes)
  • 48. Tweet it: #GEOLIVE LNO Breast Cancer Event LNO Health & Wellness Event LNO Health & Wellness Event LNO Breast Cancer Event
  • 49. Tweet it: #GEOLIVE Map Content to the Consumer Buying Cycle (Bariatric Surgery) Research options Evaluate programs Evaluations and approvals Surgery Post- procedure recovery
  • 50. Tweet it: #GEOLIVE Bariatric Content • Scannable, bulleted text • Accordions • Bolder presentation of ―Free Informational Seminar‖ • Prominent presentation of related links
  • 51. Content Governance
  • 52. Tweet it: #GEOLIVE Measure • How will we measure success? – Setting priorities – Put tools in place – Establish a schedule
  • 53. Tweet it: #GEOLIVE Update • Adhere to the plan – Web writing/delivery standards – Editorial schedule – Roles and responsibilities
  • 54. Tweet it: #GEOLIVE Archive • How will you retire content? – Editorial schedule establishes plan and priorities – Use measurements to help make decisions – Work inside technical/CMS requirements and restrictions – Searchable and accessible by the right people
  • 55. Tweet it: #GEOLIVE This Isn’t Easy Image Credit: Library of congress
  • 56. Questions? Contact Ben: 800.589.1171 Ben.Dillon@geonetric.com www.Geonetric.com Geovoices.com @benatgeo Pinterest.com/benatgeo
  • 57. Tweet it: #GEOLIVE eBooks & Whitepapers Available Fill out the survey at the end of the webinar and well send them your way!