Web Content is King... Even in Health CarePresentation Transcript
Content is King!
Four Pillars of Online Marketing Web Site Search Social/ Self • Tell the story • Reach new Mobile Service patients • Explain • Always • Cement loyalty advantages • Build a accessible • Lower and benefits following • Immediate operational • Build trust • Increase response costs relevance • 1-to-1 dialog • Improve with hundreds process watching • Empower clinicians
What is content?
“Without content, the web would bea search box and a check-out cart.”– Ian Alexander @ Eat Media
According to Wikipedia… Web content is the textual, visual or aural content that is encountered as part of the user experience on websites. It may include, among other things: text, images, sounds, videos and animations.
According Chris Sizemore… “Everything is content.”
According to Angie… • Content is anything that carries meaning and message. – Text, graphics, audio, video, files (pdf’s), buttons, icons, logos. • Content is anything that provides value. – Interactive experiences, across multiple platforms. • Content is substance.
and everything revolves aroundcontent v • Social media • Search • Metrics and analytics • Mobile • Behavioral targeting • Personas
Why should it matter to you? • Good content: – Builds trust with physicians and patients – Explains advantages and benefits – Differentiates you from your competition – Sparks interest – Builds relationships – Increases patient volume…
What content can do… Tell Specific Build Trust and Increase Referrals Stories Credibility Attract and Provide Education Establish Maintain Clinical for Families Expertise Talent Create a cross- Build Patient Improve visit/stays channel narrative Relationships and for families Dialogue Increase Streamline, optimize content Enhance Employee Morale for web and search reputation for Create Efficiencies responding
Why you need a content strategy?
because content is… • Political • Hard to manage • Expensive to maintain • Takes a lot time and resources • Not always a priority • Boring…
And one more reason you need astrategy… “Clutter is what happens when we fill a page with things the user doesn’t care about. Replace the useless stuff with links, copy, and content the users really want, and the page suddenly becomes uncluttered.” – Rick Allen
Content strategy according toKristina “Content strategy is the practice of planning for the creation, delivery and governance of useful, usable content.” – Kristina Halvorson – Content Strategy for the Web
Do you need astrategist?
Before you create yourstrategy… • Content /Inventory Audit • Competitive Analysis • User Behavior Research • Audience Research • Stakeholder Interviews • User Testing on Current Content
A strategy can and will… • Facilitate the understanding of audiences and produce targeted content. • Shepherd sustainable, assessable and teachable long-term editorial plans. • Reduce costs by streamlining and optimizing content, and identifying and eliminating inessential publishing efforts. • Maximize the value of existing content and content assets. • Build a cross-channel communications narrative that conciliates web content, print, social media and knowledge management. • Create realistic estimates and production calendars to help avoid delays and resource/allocation misassumptions.
A strategy that governs andquestions… the content? • Who owns • What do we have, what’s missing? • Who are we talking to, and how? – Who are our audiences? – How to we want then to feel? • Where do we place our content and message, and how? – Layouts, migration strategies, etc. • How will the content be created and placed? • How do content assets dynamically relate to one another? • How to we keep everything organized?
Questions that buildrelationships… • What is your organization’s mission? • What relationships do you want your visitors to have with your organization? • How can your web and social media outlets accomplish this? • How will your online relationships serve your organizational goals?
A strategy focuses onaudience/persona… Emotional/Feeling State Being Psychology, Desires, Needs, Stress Level. Physical Environment, physical Cognitive activities, preferences, Doing Learning Education, habits, disabilities, assumptions, learning sensory stimuli. ability.
So many audiences, so little time… Patients/Families • New patients • Families/patients in active treatment • Families/patients post-treatment at various junctures in their treatment • Families whose loved ones did not survive
So many audiences, so little time… Physicians • Physicians likely to refer a patient • Medical students • Potential faculty/medical staff members Researchers • Faculty (Current & Potential), Postdoctoral Fellows (Current and Potential), PhD Graduate Students (Current and Potential)
So many audiences, so little time… Donors Volunteer Groups • Hospital Volunteers • Advisory Councils General public Media Government/Regulatory Agencies with influence on research and medical practices Elected officials (local and national)
A few things you should get out of yourstrategy… • Content Plan Development • Prototypes and Wireframes • Information Architecture • Taxonomy and Metadata Plan • CMS Customization and Workflow
A few things that will be easier to do with astrategy… • Content Writing • Asset Production • Video Production • Blog Strategy & Implementation • Social Media Strategy
Including a social mediastrategy… Social Media Channels Your Website Tells multiple stories. Tells the story. Constantly refreshed. Explain research advantages and benefits. Immediately responsive to user needs. Builds trust and global credibility. Conversation/dialogue based. Online transactions/ conversions. Shareable. Research and education. Distinct sub-personas/ characters Helps audiences make and validate possible. decisions. Perpetuates relationship.
Maintaining with a strategy… • Content Editorial Strategy • Content Governance Plan • Testing and Reporting • Web Content Training/Workshops
A good strategy produces content thatis… • Created for and appropriate • Clear, consistent, concise and for its specific audience follows web standards • Understands the • Supported by IA and design environment/experiential • Governed/curated framework around patient needs • Tested, tested tested! • Useful and usable • Sustainable within the context of the organization • Visitor-centric
Analyzing your content
Context of yourcontent Often numbers do not speak as loudly as they should because you are missing one simple ingredient: context. – Avinash Kaushik
Meaningless… Do these numbers help you?
A bit better…
Quite helpful… Analytics help identify and evaluate content issues and provide insight on how best to fix those issues.
Questions that you want toknow… • Which content is driving patient inquiries or even volume? • What is the best channel to communicate to patients?(social media, mobile etc.) • How do I know who is getting the message? • How are people finding the content? (search, navigation, direct) • Is it relevant to them once they find it?
What is the meaning? “Goals provide context and context provides meaning.” – Rick Allen
Goals for yourcontent • What do you want to accomplish with your content? – Increase patient volume – Improve relationships – Class and event sign-ups – Improve donations – Improve physician relations
Successful Web PresenceMeasuring Success Organizational Outcomes Contextual KPIs Quantitative Analysis Value to System Industry Analysis Qualitative Metrics Subjective Opinions Level of Web Assessment
What about search and content?
Can anyone find your great content… • Is it search engine friendly? – Some would say if it is search engine friendly it is visitor friendly and vice versa.
A couple of questions to ask the techguys… • What about your code? – Do you have a consistent URL structure? – Crawler friendly code? – XML Sitemap? – Are there broken links? – Are redirects in place?
Can anyone find your great content… • And your site’s architecture? – Metadata – Meaningful links – Page relationships – Alt tags
Does anyone want your content? • Who is linking to your content from external sites? – Building authority with credible sites – Are they using the right anchor text?