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CUMC Content Strategy
 

CUMC Content Strategy

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What is “digital content?” What is content strategy? And why is this conversation important to what we’re doing here at CUMC? With these presentation, we started to answer these questions.

What is “digital content?” What is content strategy? And why is this conversation important to what we’re doing here at CUMC? With these presentation, we started to answer these questions.

Slide 8 and much of presentation inspired by what I learned at a great workshop at the Content Marketing Institute (http://contentmarketinginstitute.com/).

Visit CUMC newsroom here: http://www.cumc.columbia.edu/news-room.

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  • This is not a presentation about what our content strategy IS. This is a presentation to get us all on the same page about what content strategy is generally and what conversations we need to be having, how we need to start structuring our thinking.
  • Newsletter—backstory—remember to talk about how mary left and we also wanted to wait until we had anna on board.
  • Headlines—optimized/engaging… it’s really about how we present/configure these things.
  • Creating and sharing relevant and valuable content that motivates and inspires people. Basically, great storytelling. Also, you’re kind of giving people what they want or need. People are online, seeking answers…
  • Has published a magazine that has nothing to do with John Deer but everything to do with helping people become better farmers—that’s how they have engaged their customers.
  • Original content created by corporations and non profits--
  • On Earth has more resources than we do—but surprisingly fewer than you would think.
  • Also—this idea of content marketing is new to industry but not new to academic medicine. We have examples like howardhughes medical institute. Stanford Magazine. OF COURSE WE ALSO HAVE OUR OWN MAGAZINE –COLUMBIA MEDICINE… Johns Hopkins…. Goes back 20 years. NEXT SLIDE: SHOW THESE MEDICAL EXAMPLES.
  • Our job is to support CUMC’s strategic goals. A clear C.S.helps us do that. ----- THREE DIFFERENT ROUTES IMAGES.
  • How are we expected to advance the institutions strategic goals. We need a content strategy that delivers on this charge for us to be a leader. Note that the dean may re-prioritize these at any given time.
  • Emphasis is on qualitiy not quantity. Goal is to produce great content that is widely used.
  • Consistent content does not equal (use the not equal sign-) identical content we still want content to be specific to its purpose
  • Look at data on her website
  • SEO is about making it possible for people to find what they are looking for. Doug will talk about columbia doctors here.
  • Showfacebook thing first.
  • Mentionmonalissa in terms of prioritizing multimedia—also bonita w magazine and multimedia
  • Three or four blog post of our faculty on other people’s blogs. Virology, Sederer…. Leveraging content we already have but are not thinking of as our own content.
  • Circle back to newsletter

CUMC Content Strategy CUMC Content Strategy Presentation Transcript

  • Consistent Visual Presentation
  • THE CONTENT FUNNELNews Releases Feature Stories Event News ColumbiaMedicine Photographs Videos E-news content THE CONTENT FILTER • Does it fit into our strategy? • What is best outlet(s)? • What impact will it have? • How does it build reputation? • How else can this content be used? SOCIAL MEDIA BEST OUTLET ACTIONS DOWNTOWN PR REPURPOSE PUBLISHE-NEWS DIGITAL SIGNAGE WEBSITE(S) TRASH RECONFIGURE BROADCAST EMAIL