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How Do We Improve
Our Web Content?
The $64,000 Question
BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
MAGGIE WRIGH...
Tweet it: #GEOLIVE
Today’s Presenters
Ben Dillon, MBA | VP & eHealth Evangelist |
Geonetric
Ben is a vice president at Geo...
Geonetric Clients
Tweet it: #GEOLIVE
About Geonetric
Geonetric develops the VitalSite healthcare
CMS, and provides online marketing services...
Tweet it: #GEOLIVE
Video Of This Webinar
Watch the Video
In this webinar, we’ll give a quick overview of how
to create a c...
Tweet it: #GEOLIVE
eBooks & Whitepapers Available
Fill out the survey at the end of the webinar and well send
them your wa...
How Do We Improve
Our Web Content?
The $64,000 Question
BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
MAGGIE WRIGH...
Tweet it: #GEOLIVE
Top 5 Excuses
for Not Investing in Content
• We already have plenty of content
• We’ll figure that out ...
It’s What Makes
Your Site Valuable
But…
Content is Becoming
More Important
Tweet it: #GEOLIVE
Google
is Changing
the Basis of the
SEO Discussion
Google Wants Us to Have Lots of
Original, Uniquely Valuable
Content
Tweet it: #GEOLIVE
Why Good Content Matters
• Helps with:
– Visitor acquisition
– Visitor education
– Visitor engagement
–...
Tweet it: #GEOLIVE
This more than
doubled monthly
profile views
for Dr. Keating!
Reaction from Health Systems
Tweet it: #GEOLIVE
Average Staffing Mix by Role
(Core Team)
Source: Geonetric’s Digital Marketing in Healthcare Survey
www...
Tweet it: #GEOLIVE
Who Authors Content?
• 87% primarily use in-house writers
• 8% primarily outsource content creation
• 5...
Tweet it: #GEOLIVE
0
25%
0.1-2
19%
3-5
26%
6-10
14%
11-20
6%
21-50
6%
>50
4%
Number of Content Contributors
Outside of the...
Tweet it: #GEOLIVE
Three Components for
Good Content
1. Content Strategy
2. Content Creation
3. Content Governance
Content Strategy
Tweet it: #GEOLIVE
Tweet it: #GEOLIVE
The Crux of Content
• What are your business goals?
• What are the specific project & brand initiatives...
Getting Started
Tweet it: #GEOLIVE
Content Strategy
Tweet it: #GEOLIVE
Some of the Tools…
• Inventories, audits and matrices
• UX and wireframing
• CMS technology
• Web analy...
Tweet it: #GEOLIVE
Content Inventory
Tweet it: #GEOLIVE
Content Inventory
Tweet it: #GEOLIVE
Content Audit
Tweet it: #GEOLIVE
Gap Analysis
Available
Services
Visible Services
Diabetes Care
Emergency Services
Heart & Vascular
Surg...
Tweet it: #GEOLIVE
Visible
Services
Diabetes Care
Emergency Services
Endoscopy
Heart & Vascular
Physical Therapy
Sports Me...
Tweet it: #GEOLIVE
Information Architecture
Tweet it: #GEOLIVE
Information Architecture
Services
(primary)
Cancer Care
Heart &
Vascular
Neuroscience
& Stroke
Orthoped...
Tweet it: #GEOLIVE
Message Mapping
Orthopedic
& Spine
Navigation
Pages
Key
messages
Calls to
action
Links
Dynamic
content
...
Producing Great Content
Tweet it: #GEOLIVE
Key Activities of Content
Engagements
Content
Development
Content
Architecture
Content
Sourcing
Content...
Tweet it: #GEOLIVE
Content Development
Tweet it: #GEOLIVE
Challenges of Writing
• Not everyone can write
• Not everyone can write for this MEDIUM
• Not everyone ...
Tweet it: #GEOLIVE
Tweet it: #GEOLIVE
Tweet it: #GEOLIVE
Content Marketing
Why Sponsor a Space Jump?
Content Marketing is Becoming
the Publisher Rather Than the
Advertiser
Tweet it: #GEOLIVE
This is Content Marketing!
Stop Talking About
Yourself…
And start talking about potential
patients’ interests.
Tweet it: #GEOLIVE
Start with the
End in Mind
Tweet it: #GEOLIVE
The “Content” in Content Marketing
• Blogs
• Podcasts
• Videos
• Whitepapers
• eBooks
• Infographics
• ...
Tweet it: #GEOLIVE
LNO Breast Cancer Event
LNO Health & Wellness Event
LNO Health & Wellness Event
LNO Breast Cancer Event
Tweet it: #GEOLIVE
Map Content to the Consumer
Buying Cycle (Bariatric Surgery)
Research
options
Evaluate
programs
Evaluat...
Tweet it: #GEOLIVE
Bariatric Content
• Scannable, bulleted text
• Accordions
• Bolder presentation of
―Free Informational
...
Content Governance
Tweet it: #GEOLIVE
Measure
• How will we measure success?
– Setting priorities
– Put tools in place
– Establish a schedule
Tweet it: #GEOLIVE
Update
• Adhere to the plan
– Web writing/delivery standards
– Editorial schedule
– Roles and responsib...
Tweet it: #GEOLIVE
Archive
• How will you retire content?
– Editorial schedule establishes plan and priorities
– Use measu...
Tweet it: #GEOLIVE
This Isn’t Easy
Image Credit: Library of congress
Questions?
Contact Ben:
800.589.1171
Ben.Dillon@geonetric.com
www.Geonetric.com
Geovoices.com
@benatgeo
Pinterest.com/bena...
Tweet it: #GEOLIVE
eBooks & Whitepapers Available
Fill out the survey at the end of the webinar and well send
them your wa...
The $64,000 Question: How Do We Improve Our Web Content? Webinar
The $64,000 Question: How Do We Improve Our Web Content? Webinar
The $64,000 Question: How Do We Improve Our Web Content? Webinar
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The $64,000 Question: How Do We Improve Our Web Content? Webinar

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You know content is king. But without useful tips for improving content, that knowledge doesn’t really help. Let’s stop talking about how important content is and actually develop better content! In this webinar, we’ll give a quick overview of how to create a content strategy — complete with techniques and tools available to help. Then we’ll provide ideas to help you turn your organization into a content marketing machine.

In this webinar, you’ll learn how to: Establish a content marketing program. Use content marketing to build service line volume. Create content that is truly valuable and gets shared. Go beyond social media as a content marketing strategy

Published in: Marketing
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The $64,000 Question: How Do We Improve Our Web Content? Webinar

  1. 1. How Do We Improve Our Web Content? The $64,000 Question BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST MAGGIE WRIGHT | SENIOR CONTENT STRATEGIST
  2. 2. Tweet it: #GEOLIVE Today’s Presenters Ben Dillon, MBA | VP & eHealth Evangelist | Geonetric Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, on everything from social media strategies to accountable care organizations. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years. He’s also a Twitter junkie – follow him at @benatgeo. Maggie Wright | Senior Content Strategist | Geonetric Maggie’s more than just a good writer. She’s a strategic writer. She brings a strong background in marketing communications and graphic design to her role as content strategist –allowing her to see content as a piece of the bigger picture and how it can support both organization and user goals. Maggie tweets at @maggiemaywright
  3. 3. Geonetric Clients
  4. 4. Tweet it: #GEOLIVE About Geonetric Geonetric develops the VitalSite healthcare CMS, and provides online marketing services to hospitals, physician practices and health systems.
  5. 5. Tweet it: #GEOLIVE Video Of This Webinar Watch the Video In this webinar, we’ll give a quick overview of how to create a content strategy — complete with techniques and tools available to help. Then we’ll provide ideas to help you turn your organization into a content marketing machine. Watch the webinar!
  6. 6. Tweet it: #GEOLIVE eBooks & Whitepapers Available Fill out the survey at the end of the webinar and well send them your way!
  7. 7. How Do We Improve Our Web Content? The $64,000 Question BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST MAGGIE WRIGHT | SENIOR CONTENT STRATEGIST
  8. 8. Tweet it: #GEOLIVE Top 5 Excuses for Not Investing in Content • We already have plenty of content • We’ll figure that out later • We’re hiring an (unpaid) intern this summer • We can all write, thank you very much. • I’m more worried about the functionality…
  9. 9. It’s What Makes Your Site Valuable
  10. 10. But… Content is Becoming More Important
  11. 11. Tweet it: #GEOLIVE Google is Changing the Basis of the SEO Discussion
  12. 12. Google Wants Us to Have Lots of Original, Uniquely Valuable Content
  13. 13. Tweet it: #GEOLIVE Why Good Content Matters • Helps with: – Visitor acquisition – Visitor education – Visitor engagement – Visitor persuasion
  14. 14. Tweet it: #GEOLIVE This more than doubled monthly profile views for Dr. Keating!
  15. 15. Reaction from Health Systems
  16. 16. Tweet it: #GEOLIVE Average Staffing Mix by Role (Core Team) Source: Geonetric’s Digital Marketing in Healthcare Survey www.geonetric.com/SurveyResults
  17. 17. Tweet it: #GEOLIVE Who Authors Content? • 87% primarily use in-house writers • 8% primarily outsource content creation • 5% have no good resources in this space Source: Geonetric’s Digital Marketing in Healthcare Survey www.geonetric.com/SurveyResults Image Credit: http://www.flickr.com/photos/gastev/
  18. 18. Tweet it: #GEOLIVE 0 25% 0.1-2 19% 3-5 26% 6-10 14% 11-20 6% 21-50 6% >50 4% Number of Content Contributors Outside of the Core Web Team Source: Geonetric’s Digital Marketing in Healthcare Survey www.geonetric.com/SurveyResults
  19. 19. Tweet it: #GEOLIVE Three Components for Good Content 1. Content Strategy 2. Content Creation 3. Content Governance
  20. 20. Content Strategy
  21. 21. Tweet it: #GEOLIVE
  22. 22. Tweet it: #GEOLIVE The Crux of Content • What are your business goals? • What are the specific project & brand initiatives for the Web? • What are your organization’s key brand support points? • Who are your competitors? What makes you different? • Who are your Web visitors? What are their goals? • What is the status of your current content? • What content resources do you currently have? Staff? Dollars? • What kind of access do you have to supplemental/third party content? • What do your social media and multimedia content resources look like? • How will do you (or how will you) measurement the success of your content efforts?
  23. 23. Getting Started
  24. 24. Tweet it: #GEOLIVE Content Strategy
  25. 25. Tweet it: #GEOLIVE Some of the Tools… • Inventories, audits and matrices • UX and wireframing • CMS technology • Web analytics • Competitive analysis • Personas & scenarios • Content checklist • Editorial calendar
  26. 26. Tweet it: #GEOLIVE Content Inventory
  27. 27. Tweet it: #GEOLIVE Content Inventory
  28. 28. Tweet it: #GEOLIVE Content Audit
  29. 29. Tweet it: #GEOLIVE Gap Analysis Available Services Visible Services Diabetes Care Emergency Services Heart & Vascular Surgical Services Wound Healing Diabetes Care Emergency Services Endoscopy Heart & Vascular Physical Therapy Sports Medicine Surgical Services Transplant Surgery Wound Healing
  30. 30. Tweet it: #GEOLIVE Visible Services Diabetes Care Emergency Services Endoscopy Heart & Vascular Physical Therapy Sports Medicine Surgical Services Transplant Surgery Wound Healing Gap Analysis
  31. 31. Tweet it: #GEOLIVE Information Architecture
  32. 32. Tweet it: #GEOLIVE Information Architecture Services (primary) Cancer Care Heart & Vascular Neuroscience & Stroke Orthopedics & Spine Women’s Services Centers for Surgical Innovation Community Wellness Complex Care Diabetes Care Emergency Care Emotional Health and Wellness Endoscopy Services Hospice Care Hospitalists Intensive Care Pain Management Palliative Care Pediatric Care Primary Care Pulmonary Care Rehabilitation Services Sleep Center Sports Medicine Surgical Services Surgical Weight Loss Tests & Imaging Transplant Workplace Wellness Wound Healing
  33. 33. Tweet it: #GEOLIVE Message Mapping Orthopedic & Spine Navigation Pages Key messages Calls to action Links Dynamic content Licensed content Images & video
  34. 34. Producing Great Content
  35. 35. Tweet it: #GEOLIVE Key Activities of Content Engagements Content Development Content Architecture Content Sourcing Content Standards
  36. 36. Tweet it: #GEOLIVE Content Development
  37. 37. Tweet it: #GEOLIVE Challenges of Writing • Not everyone can write • Not everyone can write for this MEDIUM • Not everyone can write for this AUDIENCE • Not everyone can write about HEALTHCARE TOPICS • This is not a one-person process
  38. 38. Tweet it: #GEOLIVE
  39. 39. Tweet it: #GEOLIVE
  40. 40. Tweet it: #GEOLIVE
  41. 41. Content Marketing
  42. 42. Why Sponsor a Space Jump?
  43. 43. Content Marketing is Becoming the Publisher Rather Than the Advertiser
  44. 44. Tweet it: #GEOLIVE This is Content Marketing!
  45. 45. Stop Talking About Yourself… And start talking about potential patients’ interests.
  46. 46. Tweet it: #GEOLIVE Start with the End in Mind
  47. 47. Tweet it: #GEOLIVE The “Content” in Content Marketing • Blogs • Podcasts • Videos • Whitepapers • eBooks • Infographics • Social media • Webinars • Magazines • Pamphlets • Infomercials • TV news spots • Ask the doc newspaper column • Events (sometimes)
  48. 48. Tweet it: #GEOLIVE LNO Breast Cancer Event LNO Health & Wellness Event LNO Health & Wellness Event LNO Breast Cancer Event
  49. 49. Tweet it: #GEOLIVE Map Content to the Consumer Buying Cycle (Bariatric Surgery) Research options Evaluate programs Evaluations and approvals Surgery Post- procedure recovery
  50. 50. Tweet it: #GEOLIVE Bariatric Content • Scannable, bulleted text • Accordions • Bolder presentation of ―Free Informational Seminar‖ • Prominent presentation of related links
  51. 51. Content Governance
  52. 52. Tweet it: #GEOLIVE Measure • How will we measure success? – Setting priorities – Put tools in place – Establish a schedule
  53. 53. Tweet it: #GEOLIVE Update • Adhere to the plan – Web writing/delivery standards – Editorial schedule – Roles and responsibilities
  54. 54. Tweet it: #GEOLIVE Archive • How will you retire content? – Editorial schedule establishes plan and priorities – Use measurements to help make decisions – Work inside technical/CMS requirements and restrictions – Searchable and accessible by the right people
  55. 55. Tweet it: #GEOLIVE This Isn’t Easy Image Credit: Library of congress
  56. 56. Questions? Contact Ben: 800.589.1171 Ben.Dillon@geonetric.com www.Geonetric.com Geovoices.com @benatgeo Pinterest.com/benatgeo
  57. 57. Tweet it: #GEOLIVE eBooks & Whitepapers Available Fill out the survey at the end of the webinar and well send them your way!

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