Top Five Content Trends for 2013 [WEBINAR]
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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 ...

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: http://youtu.be/lCPYIP-wXAg

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  • Top Five Content Trends for 2013January 24 - 3:00 p.m. CTWhen 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. Attend this webinar to uncover 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 contentIntegrated calls to actionApplying analytics to contentNewsjackingSharable contentRegister for the 2013 Content Trends webinar.
  • 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.
  • Geonetric is a healthcare marketing agencyand software developer providing leading hospitals and medical practices with marketing services and software solutions specific to the healthcare industry.
  • Top Five Content Trends for 2013January 24 - 3:00 p.m. CTWhen 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. Attend this webinar to uncover 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 contentIntegrated calls to actionApplying analytics to contentNewsjackingSharable content
  • The web becomes a more complex world every day At the same time, it becomes a more valuable, even mission-critical platform for healthcare organizationsWith the growing number of devices that people use to access the internet, more and more social platforms for sharing, new apps for bookmarking….***Content is still central to the internet experience.***
  • We’re probably all familiar with responsive design (if not – see the webinar from Nov 2012)But, we all continue to move forward and continue to focus on how we address this audience more effectively
  • Pruning & Linking – next page
  • What do we want people to do?Who’s coming here? Why? What do they want to do next?
  • Map content to health consumer “buying” behavior
  • Adapted landing pages with each stage of the campaign
  • Kate saves Sir Richard Branson’s mother from a fire caused by a lightning strike. It gets news, but really…how far can the media go with a story like this?LFB jumps in and offers her free fireman training! Now a whole new angle on the story!
  • Why don’t we see more healthcare orgs doing this?Find – need to be listening and watching. Be plugged into current buzz. – lots of ways to do thisReal-time planning – first place HC orgs start to stumble. Not commonplace. Approvals? IF you don’t get out there fast, you miss the right spot on the wave.Get out there fast. You saw the examples – most were using news media to get out their piece. Nothing wrong with that, but having blogs, quick video capabilities, active social media presence, etc. allows you to get something out that all of the media can pick up.
  • Different types – present the results of research or lit review
  • More – this is something you’re concerned about and here’s what you can do about it.
  • 13 million views!
  • 2020 pink glove dances??!?But a lot of them have 20/30/40k views
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  • Unable to attend the webinar? No problem…we recorded it! http://www.geonetric.com/resources/webinars/2013/content-trends-2013/
  • Companion Whitepaper
  • The Content ConundrumFebruary 21, 2013 – 3:00 p.m. CTEvery organization needs great online content. But who’s got the time to develop and maintain it all? Join us to learn content sourcing best practices. We’ll discuss when it makes sense to develop your own content, license it or hire a professional writer. We’ll cover the best in provider directories, health libraries and service line content. And we’ll help you ensure that no matter where your content comes from, your site presents a single user experience. 

Top Five Content Trends for 2013 [WEBINAR] Top Five Content Trends for 2013 [WEBINAR] Presentation Transcript

  • TOP FIVE CONTENT TRENDS FOR 2013 BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
  • 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
  • GEONETRIC CLIENTS
  • 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.
  • TODAY’S 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. He’s also a Twitter junkie – follow him at @benatgeo.
  • TOP FIVE CONTENT TRENDS FOR 2013 BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
  • JANUARY Top Five Content Trends for 2013 FEBRUARY The Content Conundrum MARCH Content Marketing for Healthcare
  • TREND #5 RESPONSIVE CONTENT
  • MOBILE EXPLOSION Max Average Source: Geonetric client research
  • RESPONSIVE DESIGN
  • 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
  • WRITING FOR THE SMALL SCREEN • The challenge – Users want all of the content – It can be overwhelming on the small screen • Strategies – Pruning – Linking
  • PRUNING AND LINKING
  • WHY ONLY MOBILE?
  • ADAPTING TO OTHER FACTORS More devices are location aware – use that instead of manuallyentered ZIP?
  • TREND #4 INTEGRATED CALLS TO ACTION
  • PRESSURE TO DEFEND VALUE Tracked Value Here Direct URL Home Page Online Conversion PPC Interior Page Tracked Phone # Social Media Landing Page Departure / Untracked Phone # Search Engine Vanity URL Most Visits Here
  • ALWAYS ASK: WHAT IS THE GOAL FOR THIS PAGE?
  • CONNECTING TO RELEVANT PROVIDERS
  • TREND #3 APPLYING ANALYTICS TO CONTENT
  • MAKE YOUR CONTENT MORE STRATEGIC Retain Acquire What are patient’s needs after they receive services? How do you continue a meaningful relationship? What are health consumers searching for? Align Content With Visitor Needs Convert What are the barriers to patient decision making? Are you holding their hand through the process? Engage Are visitors finding what they’re looking for? What do they do after they arrive?
  • ACQUIRE • What do people coming to your site search for today? – Google Analytics – Google Webmaster Tools • What terms do people search for when you’d like them to find you? – Google Keyword Research Tool • How do you rank for these terms? – SEOMOZ
  • GOOGLE ANALYTICS
  • GOOGLE KEYWORD TOOL
  • SEOMOZ
  • ENGAGE • Foresee surveys • Google analytics – Bounce – Time on site – Pages/visit – Return visits • Session recording • Site search logs
  • CONVERT • Forms/task completion rate • A/B testing • Conversion funnel • Downstream revenue
  • CONVERT
  • RETAIN • Satisfaction surveys • Social media metrics – Followers – Engagement • Email newsletter metrics – Sign-ups – Open/click rates
  • TREND #2 NEWSJACKING
  • 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
  • OWN THE “SECOND PARAGRAPH”
  • EXAMPLES IN HEALTHCARE
  • SETTING THE STAGE FOR NEWSJACKING
  • DOING IT WELL • Find newsjacking opportunities • Real-time planning • Get it out there fast
  • A NOTE OF CAUTION • Some news items shouldn’t be newsjacked (or only with great caution)
  • THERE CAN BE A ROLE TO PLAY
  • TREND #1 SHARABLE CONTENT
  • BLOGS AND PODCASTS
  • QUESTIONS? • To learn more: – Contact us – 800.589.1171 – Kristy.ryan@Geonetric.com • Visit our website: – www.geonetric.com • Connect with us – @geonetric
  • 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!
  • NEW WHITE PAPER AVAILABLE Get to the Point: Web Writing for Healthcare You know you need great content on your hospital’s website. But writing it and managing it is a big job. This white paper will help. We’ll answer your top content questions and explain the fundamentals of writing good content for the Web. Request your free copy!
  • NEXT MONTH’S WEBINAR The Content Conundrum February 21 - 3:00 p.m. Central Time Every organization needs great online content. But who’s got the time to develop and maintain it all? Join us to learn content sourcing best practices. We’ll discuss when it makes sense to develop your own content, license it or hire a professional writer. We’ll cover the best in provider directories, health libraries and service line content. And we’ll help you ensure that no matter where your content comes from, your site presents a single user experience.
  • THE END