Successfully reported this slideshow.
Your SlideShare is downloading. ×

Content marketing for the addiction treatment community

Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Loading in …3
×

Check these out next

1 of 59 Ad
Advertisement

More Related Content

Slideshows for you (20)

Advertisement

Similar to Content marketing for the addiction treatment community (20)

Advertisement

Content marketing for the addiction treatment community

  1. 1. Content marketing addiction for the treatment community Presentation by Doug Edwards March 28, 2013 Marriott Anaheim Anaheim, California
  2. 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/ #APEvent
  3. 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? #APEvent
  4. 4. EVENT HASHTAG #APEvent #APEvent
  5. 5. WHERE HAVE WE BEEN?
  6. 6. THIRTEEEN YEARS AGO… #APEvent
  7. 7. PRINT RULED #APEvent
  8. 8. THIS WAS LEAD GEN #APEvent
  9. 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. #APEvent
  10. 10. SOCIAL MEDIA—JUST AN IDEA Image source: http://blog.spoongraphics.co.uk/freebies/free-hand-drawn-doodle-icon-set-for-bloggers #APEvent
  11. 11. WHERE WE ARE Image source: http://contenteurs.com/wp-content/uploads/2012/10/Content-Marketing-Word-Cloud-2.png #APEvent
  12. 12. WHAT IS CONTENT MARKETING?
  13. 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 #APEvent
  14. 14. CM CHARACTERISTICS •Ongoing •Engaging •Vendor neutral •Story based •Relevant •Essential: “must-read” or “must-watch” •Time sensitive •Dynamic #APEvent
  15. 15. TYPES OF CM: EVENTS Image source: http://www.addictionpro.com/page/building-recovery-based-system-care-0 #APEvent 15
  16. 16. VIRTUAL EVENTS #APEvent 16
  17. 17. VIDEOS Source: http://www.youtube.com/user/fherehab?v=WkgoXlb1__Q #APEvent
  18. 18. STREAMING AUDIO #APEvent
  19. 19. PUBS & E-PUBS Image sources: http://www.tpextendedcare.com/community/featured/newsletter-archive/ and http://www.addictionrecov.org/Paradigm/DisplayParadigmIssue.aspx?ID=58 #APEvent
  20. 20. WHITE PAPERS #APEvent
  21. 21. APPS Image source: http://www.ipromises.org/ #APEvent
  22. 22. SOCIAL MEDIA #APEvent
  23. 23. INFOGRAPHICS Image source: http://www.patmoorefoundation.com/bath-salt-drug-abuse-infographic #APEvent
  24. 24. WHY IS CONTENT MARKETING IMPORTANT?
  25. 25. BECAUSE CM… •Stands out from marketplace noise •Builds upon what you are already doing •Establishes a distinctive competence •Reduces importance of price #APEvent
  26. 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 #APEvent
  27. 27. JUST IN THIS ROOM Does your 2013 marketing plan/budget include content marketing? 34% I don't know No 53% Yes 13% #APEvent
  28. 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 #APEvent
  29. 29. RELATIONSHIP FUNNEL Sees advertisement Content marketing Downloads white paper flows throughout Watches Webinar Meets staff at event Visits facility Makes referral #APEvent
  30. 30. WHEN SHOULD I GET STARTED?
  31. 31. START (OR REDOUBLE) NOW #APEvent
  32. 32. ONE STEP AT A TIME #APEvent
  33. 33. WHO SHOULD I TARGET?
  34. 34. KNOW THY AUDIENCE EXECUTIVES ALUMNI CLINICIANS FAMILY AND FRIENDS PHYSICIANS #APEvent
  35. 35. ADDRESSING PAIN POINTS What information does our community need? #APEvent
  36. 36. HOW IS IT DONE SUCCESSFULLY?
  37. 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 #APEvent
  38. 38. BECOME A PUBLISHER Image source: http://www.serenescenemagazine.com/serene%20scene/Serene%20Scene%20October%202012/index.html #APEvent
  39. 39. RECOGNIZE IN-HOUSE TALENT #APEvent
  40. 40. DAILY RESPONSIBILITY #APEvent
  41. 41. COMMITMENT! #APEvent
  42. 42. COMMITMENT! Date of last post: 9/14/2012 Date accessed: 3/18/2013 #APEvent
  43. 43. DISTRIBUTE TRADITIONAL Print, e-newsletter, e-blast, Web LESS TRADITIONAL Social media OUTSIDE THE BOX Hotel in-room TV channel, “moustache” campaign #APEvent
  44. 44. USE MULTIPLE MEDIA #APEvent
  45. 45. USE MULTIPLE MEDIA #APEvent
  46. 46. USE MULTIPLE MEDIA #APEvent
  47. 47. THINK OUTSIDE THE BOX #APEvent
  48. 48. PERSONAL AND ENGAGING #APEvent
  49. 49. MEASURE, LISTEN, RESPOND #APEvent
  50. 50. COMMUNICATE AND TARGET #APEvent
  51. 51. WHERE ARE WE GOING?
  52. 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 #APEvent
  53. 53. WHAT’S NEXT? Google Glass Image source: http://www.google.com/glass/start/what-it-does/ #APEvent
  54. 54. FINAL THOUGHTS
  55. 55. A LOT HAS CHANGED #APEvent
  56. 56. A LOT HAS CHANGED #APEvent
  57. 57. EXCITING #APEvent
  58. 58. LOOK HOW EXCITED I AM! #APEvent
  59. 59. QUESTIONS? http://betheblueballoon.blogspot.com/ @douglasjedwards #APEvent

×