The Value of Credible Content and How to Leverage It

1. The value of credible content
and how to leverage it

2. Presenters
Cynthia Porter
President,
Porter Research
@porterresearch
Go-to-market research
Elisa Logan
VP of Marketing,
IOD Incorporated
IOD-Incorporated
Your HIM edge

3. Trust in marketing
“Content builds
relationships.
Relationships are
built on trust. Trust
drives revenue.”
Andrew Davis,
Monumental Shift
How to earn reader trust:
• Don’t mislead readers
• Avoid mixing thought
leadership and
solution promotions
• Beware your own
personal bias

4. Two case studies in credible marketing
jCovisint
A credible content
success story.
kIOD
A real-world look at how Elisa and IOD are
using content marketing to engage buyers and
establish trust.

5. The Covisint example
About the research…
• Goals: inform solution
roadmap; educate market
• Objective research team
• Well-received topic
Beyond the research…
• White-paper development
• 14 media links, citations
• Established as trusted market authority

6. The Covisint results
From research to results:
• White paper development and promotion
• 14 media links / citations
• Established Covisint as trusted market authority

7. - DO I -

8. The inside scoop
• Real needs/pain points
• Buying decision influences
• Competitive landscape
Influenced:
• Pricing
• Positioning/messaging

9. Big takeaways
• No clear leader in the space
• Real need for technology with specific functionality
to help hospitals reduce financial risk

10. Two-pronged approach
Hard launch:(3.5 months)
• Sales push
• Integrated campaigns
Soft launch:(3.5 months)
• Brand awareness
• Marketing-centric
Maximizes value of
whitepaper and impacts:
• Thought leadership
• Brand awareness
• Sales support

11. Whitepaper Campaign Summary
December January February March April
Blog Posts
Events
PR / Press Releases
HIMSS
Pitch Placement
Social Media
Webinars
November
Email Campaigns HIM Directors (4) CFO’s (5)
Infographics
BETA Customers
Website
Sales Support / PPT
HFMA (June)
Sponsored Content
May

12. By the numbers….
• Whitepaper: 1
• Media articles: 3
• 1
• Infographics: 4
• Email campaigns: 9
• C-Suite – 5 over 5 months
• HIM Directors – 4 over 5 months
• Social Media Posts: 32
• 14 tweets (2/mo for 7 months)
• 12 LinkedIn (2/mo for 6 months)
• 6 Facebook (1/mo for 6 months)

13. Q&A
15
HIM solutions
iodincorporated.com
920-469-5000
IOD-Incorporated
Market research solutions
porterresearch.com
678-282-1188
@porterresearch
Questions?