1. Content marketing
addiction
for the
treatment community
Presentation by Doug Edwards
March 28, 2013
Marriott Anaheim
Anaheim, California

2. DOUG EDWARDS, MBA
Publisher
Addiction Professional and Behavioral Healthcare
Sales Director
National Conference on Addiction Disorders
Behavioral Healthcare Leadership Summit
Addiction Professional Panel Series
Content Developer
http://betheblueballoon.blogspot.com/
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3. TODAY’S AGENDA
•Where have we been?
•What is ‘content marketing’?
•Why is CM important?
•When should I get started?
•Who should I target?
•How is it done successfully?
•Where are we going?
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4. EVENT HASHTAG
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5. WHERE HAVE
WE BEEN?

6. THIRTEEEN YEARS AGO…
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7. PRINT RULED
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8. THIS WAS LEAD GEN
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9. TOP WEB SITES
IN 2001 IN 2012
1. MSN 1. Google
2. Yahoo! 2. Facebook
3. eBay 3. YouTube
4. Neopets 4. Yahoo!
5. GoTo 5. Amazon.com
6. America Online 6. eBay
7. Go Network 7. Wikipedia
8. Passport 8. Craigslist
9. Excite 9. Windows Live
10.GeoCities 10. Bing
Source: Listomania: A World of Fascinating Facts in Graphic Detail. Source: http://www.alexa.com/topsites/countries/US
(2011). New York: HarperCollins; pp. 72-73.
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10. SOCIAL MEDIA—JUST AN
IDEA
Image source: http://blog.spoongraphics.co.uk/freebies/free-hand-drawn-doodle-icon-set-for-bloggers
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11. WHERE WE ARE
Image source: http://contenteurs.com/wp-content/uploads/2012/10/Content-Marketing-Word-Cloud-2.png
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12. WHAT IS
CONTENT
MARKETING?

13. WHAT IS CM?
‘Content marketing is a marketing
technique of creating and distributing
relevant and valuable content to attract,
acquire, and engage a clearly defined and
understood target audience – with the
objective of driving profitable customer
action.’ –The Content Marketing Institute
Source: http://contentmarketinginstitute.com/what-is-content-marketing
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14. CM CHARACTERISTICS
•Ongoing
•Engaging
•Vendor neutral
•Story based
•Relevant
•Essential: “must-read” or “must-watch”
•Time sensitive
•Dynamic
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15. TYPES OF CM: EVENTS
Image source: http://www.addictionpro.com/page/building-recovery-based-system-care-0
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16. VIRTUAL EVENTS
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17. VIDEOS
Source: http://www.youtube.com/user/fherehab?v=WkgoXlb1__Q
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18. STREAMING AUDIO
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19. PUBS & E-PUBS
Image sources: http://www.tpextendedcare.com/community/featured/newsletter-archive/ and http://www.addictionrecov.org/Paradigm/DisplayParadigmIssue.aspx?ID=58
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20. WHITE PAPERS
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21. APPS
Image source: http://www.ipromises.org/
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22. SOCIAL MEDIA
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23. INFOGRAPHICS
Image source: http://www.patmoorefoundation.com/bath-salt-drug-abuse-infographic
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24. WHY IS CONTENT
MARKETING
IMPORTANT?

25. BECAUSE CM…
•Stands out from marketplace noise
•Builds upon what you are already doing
•Establishes a distinctive competence
•Reduces importance of price
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26. UP AND UP
‘On average, B2B marketers are
spending 33 percent of their marketing
budgets on content marketing, which is
up from 26 percent last year.
Moreover, the majority (54 percent) say
they will increase their content
marketing spending in the next 12
months.’
–The Content Marketing Institute Source: http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research
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27. JUST IN THIS ROOM
Does your 2013 marketing plan/budget
include content marketing?
34%
I don't know
No
53%
Yes
13%
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28. SUPPORTS RELATIONSHIPS
•Your sales cycle is long and depends on
relationships
•Lead generation is just part of the
marketing process
•CM can generate leads BUT nurturing
them is key
•Thus, relationship nurturing is a key goal
of CM
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29. RELATIONSHIP FUNNEL
Sees advertisement
Content marketing
Downloads white paper
flows throughout
Watches Webinar
Meets staff at event
Visits facility
Makes referral
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30. WHEN SHOULD I
GET STARTED?

31. START (OR REDOUBLE) NOW
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32. ONE STEP AT A TIME
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33. WHO SHOULD
I TARGET?

34. KNOW THY AUDIENCE
EXECUTIVES
ALUMNI CLINICIANS
FAMILY AND
FRIENDS
PHYSICIANS
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35. ADDRESSING PAIN POINTS
What
information
does our
community
need?
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36. HOW IS IT DONE
SUCCESSFULLY?

37. SUCCESSFUL CM
PROGRAMS…
•Are continuous
•Are not one-offs
•Focus more than on just “selling”
•Promote the brand
•Develop and nurture leads—relationships
•Demonstrate thought leadership
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38. BECOME A PUBLISHER
Image source: http://www.serenescenemagazine.com/serene%20scene/Serene%20Scene%20October%202012/index.html
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39. RECOGNIZE IN-HOUSE
TALENT
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40. DAILY RESPONSIBILITY
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41. COMMITMENT!
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42. COMMITMENT!
Date of last
post:
9/14/2012
Date accessed: 3/18/2013
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43. DISTRIBUTE
TRADITIONAL
Print, e-newsletter, e-blast, Web
LESS TRADITIONAL
Social media
OUTSIDE THE BOX
Hotel in-room TV channel, “moustache” campaign
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44. USE MULTIPLE MEDIA
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45. USE MULTIPLE MEDIA
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46. USE MULTIPLE MEDIA
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47. THINK OUTSIDE THE BOX
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48. PERSONAL AND ENGAGING
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49. MEASURE, LISTEN, RESPOND
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50. COMMUNICATE AND TARGET
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51. WHERE ARE
WE GOING?

52. IN FIVE YEARS
•CM creates more value and discussion in
addiction community
•Chief Content Officers become essential
•Traditional marketing won’t disappear
•Create content or die
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53. WHAT’S NEXT?
Google Glass
Image source: http://www.google.com/glass/start/what-it-does/
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54. FINAL THOUGHTS

55. A LOT HAS CHANGED
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56. A LOT HAS CHANGED
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57. EXCITING
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58. LOOK HOW EXCITED I AM!
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59. QUESTIONS?
http://betheblueballoon.blogspot.com/
@douglasjedwards
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