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When Health Communications 
and Content Marketing Collide
Erin Norvell
@eedgerton
THE BIG BRANDS
Content Marketing
A	
  strategic	
  marke-ng	
  approach	
  focused	
  
on	
  crea-ng	
  and	
  distribu-ng	
  valuable,	
  
relevant,	
  and	
  consistent	
  content	
  to	
  
a9ract	
  and	
  retain	
  a	
  clearly-­‐defined	
  
audience	
  —	
  and,	
  ul-mately,	
  to	
  drive	
  
profitable	
  customer	
  ac-on.	
  
	
  
-­‐	
  Content	
  Marke-ng	
  Ins-tute	
  
Health Communications
The	
  study	
  and	
  use	
  of	
  communica-on	
  
strategies	
  to	
  inform	
  and	
  influence	
  
individual	
  decisions	
  that	
  
	
  enhance	
  health.	
  
-­‐	
  CDC/NCI	
  
THREE THINGS BRANDS ARE DOING RIGHT
1. They build on existing target
audience behaviors.
2. They develop deeper engagement.
3. They lead with the content and make
the “ask” second.
It’s not about the channel.
It’s about engagement.
SIX THINGS WE CAN LEARN FROM BRANDS
1. Get personal. Tell stories.
Drive deeper engagement.
2. Focus on channels that build engagement.
3. Build a relationship with the community.
Channel	
   Audience	
   Rela.onship	
  
(We	
  are	
  a…)	
  
Content	
   Frequency	
  
Facebook	
  page	
   Adults	
  (ages	
  30	
  –	
  
49)	
  interested	
  in	
  
increasing	
  
physical	
  ac=vity	
  
Suppor.ve	
  friend	
  that	
  
helps	
  mo.vate	
  you	
  to	
  take	
  
ac.on	
  and	
  maintain	
  a	
  high	
  
level	
  of	
  interest	
  in	
  exercise	
  
Mo=va=onal	
  messages,	
  
specific	
  ac=ons	
  to	
  take,	
  
resources	
  to	
  learn	
  
more	
  
Post	
  3	
  =mes	
  per	
  
week,	
  review	
  
comments	
  daily	
  
Pinterest	
  profile	
   State	
  and	
  local	
  
public	
  health	
  
organiza=ons	
  
Collabora.ve	
  partner	
  that	
  
helps	
  you	
  do	
  more	
  for	
  
your	
  community	
  with	
  less	
  
resources	
  
Campaign	
  materials	
  
and	
  resources	
  
Post	
  within	
  2	
  days	
  
of	
  campaign	
  
launch,	
  re-­‐pin	
  
partner	
  posts	
  
weekly	
  
4. Build brand affinity for your organization.
Evoke warm feelings
Provide pleasure
Speak to who we are
Help us manage problems in our daily lives
5. When you can’t beat them, join them.
6. Continuously evolve in tiny increments.
Erin Edgerton Norvell
Founder & Principal Strategist, Digital Edge Communications 
Executive Director, Society for Health Communication
www.DigitalEdgeCommunications.us


The Society for Health Communication
Connect with your peers. Join the movement.
www.SocietyforHealthCommunication.org
Thank 
You!

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Content Marketing vs. Health Communications

  • 1. When Health Communications and Content Marketing Collide Erin Norvell @eedgerton
  • 2.
  • 3.
  • 5.
  • 6. Content Marketing A  strategic  marke-ng  approach  focused   on  crea-ng  and  distribu-ng  valuable,   relevant,  and  consistent  content  to   a9ract  and  retain  a  clearly-­‐defined   audience  —  and,  ul-mately,  to  drive   profitable  customer  ac-on.     -­‐  Content  Marke-ng  Ins-tute   Health Communications The  study  and  use  of  communica-on   strategies  to  inform  and  influence   individual  decisions  that    enhance  health.   -­‐  CDC/NCI  
  • 7.
  • 8. THREE THINGS BRANDS ARE DOING RIGHT
  • 9. 1. They build on existing target audience behaviors.
  • 10.
  • 11.
  • 12. 2. They develop deeper engagement.
  • 13.
  • 14. 3. They lead with the content and make the “ask” second.
  • 15.
  • 16. It’s not about the channel. It’s about engagement.
  • 17. SIX THINGS WE CAN LEARN FROM BRANDS
  • 18. 1. Get personal. Tell stories. Drive deeper engagement.
  • 19. 2. Focus on channels that build engagement.
  • 20. 3. Build a relationship with the community.
  • 21. Channel   Audience   Rela.onship   (We  are  a…)   Content   Frequency   Facebook  page   Adults  (ages  30  –   49)  interested  in   increasing   physical  ac=vity   Suppor.ve  friend  that   helps  mo.vate  you  to  take   ac.on  and  maintain  a  high   level  of  interest  in  exercise   Mo=va=onal  messages,   specific  ac=ons  to  take,   resources  to  learn   more   Post  3  =mes  per   week,  review   comments  daily   Pinterest  profile   State  and  local   public  health   organiza=ons   Collabora.ve  partner  that   helps  you  do  more  for   your  community  with  less   resources   Campaign  materials   and  resources   Post  within  2  days   of  campaign   launch,  re-­‐pin   partner  posts   weekly  
  • 22. 4. Build brand affinity for your organization.
  • 23. Evoke warm feelings Provide pleasure Speak to who we are Help us manage problems in our daily lives
  • 24. 5. When you can’t beat them, join them.
  • 25. 6. Continuously evolve in tiny increments.
  • 26.
  • 27. Erin Edgerton Norvell Founder & Principal Strategist, Digital Edge Communications Executive Director, Society for Health Communication www.DigitalEdgeCommunications.us The Society for Health Communication Connect with your peers. Join the movement. www.SocietyforHealthCommunication.org Thank You!