7 Keys to Content Marketing Success

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The document outlines 7 keys to content marketing success according to Amanda Todorovich, Director of Content Marketing at Cleveland Clinic: 1. Define success metrics upfront. 2. Develop and adhere to a content strategy to engage users with unique health and wellness content. 3. Find passionate people to create compelling content. 4. Develop content distribution strategies like syndication and amplification. 5. Closely monitor and analyze data to continually improve performance. 6. Foster communication and collaboration across marketing teams. 7. Be aggressive in content creation and distribution.

Marketing

@amandatodo
Health Hub
• Goal: re-purpose existing offline content
• Hired agency to build it & support us
• Basic blog format/style
– Integrated existing Heart & Vascular blog
• Traffic would come from search
• Live April 2012

@amandatodo@amandatodo
Generating Revenue

@amandatodo
1. Define Success
2. Document & Adhere to a Content
Strategy
3. Find Passionate People
4. Develop Your Distribution
5. Mine & Mind Data
6. Communicate & Collaborate
7. Be Aggressive

You cannot be successful if you don’t
know what success looks like.

#2 Content Strategy
Engage users in daily
conversation using
health, wellness and
clinical content that is
unique to Cleveland
Clinic

70% of marketers lack a consistent or
integrated content strategy. (Altimeter)
#2 Document it. Stick to it.

@amandatodo
Color of Pee
• 4,748,258 views

#CCAnimalHouse16
#3 Find Passionate People

@amandatodo
“Each of us has a fire in our hearts for something.
It’s our goal in life to find it and keep it lit.”
– Mary Lou Retton

@amandatodo
#4 Develop Your Distribution

@amandatodo
Eat, Sleep & Breathe DATA
• Measure & test & test again
• Never be content

@amandatodo
#6 Communicate & Collaborate

@amandatodo
Content is a
Great Unifier
Content
Marketing
Corporate
Comm.
Service Line
Marketing
Content

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7 Keys to Content Marketing Success

1. @amandatodo The 7 Keys to Content Marketing Success

2. Amanda Todorovich Director of Content Marketing Cleveland Clinic @amandatodo

3. Multi-billion $ enterprise

4. 48,000+ Caregivers

5. We Cannot Create Demand

6. Build a trusted brand: locally, regionally, nationally, globally.

7. @amandatodo Health Hub • Goal: re-purpose existing offline content • Hired agency to build it & support us • Basic blog format/style – Integrated existing Heart & Vascular blog • Traffic would come from search • Live April 2012

8. @amandatodo

9. @amandatodo@amandatodo Generating Revenue

10. @amandatodo 1. Define Success 2. Document & Adhere to a Content Strategy 3. Find Passionate People 4. Develop Your Distribution 5. Mine & Mind Data 6. Communicate & Collaborate 7. Be Aggressive

11. You cannot be successful if you don’t know what success looks like.

12. @amandatodo Steps to Measure Success

13. @amandatodo ROI?

14. #2 Content Strategy Engage users in daily conversation using health, wellness and clinical content that is unique to Cleveland Clinic

15. 70% of marketers lack a consistent or integrated content strategy. (Altimeter) #2 Document it. Stick to it.

16. @amandatodo Useful. Helpful. Relevant.

17. @amandatodo Color of Pee • 4,748,258 views

18. #CCAnimalHouse16 #3 Find Passionate People

19. @amandatodo Strength in Numbers

20. @amandatodo “Each of us has a fire in our hearts for something. It’s our goal in life to find it and keep it lit.” – Mary Lou Retton

21. @amandatodo #4 Develop Your Distribution

22. @amandatodo

23. @amandatodo Syndication & Amplification

24. @amandatodo #5 Mine & Mind Data

25. @amandatodo Eat, Sleep & Breathe DATA • Measure & test & test again • Never be content

26. @amandatodo #6 Communicate & Collaborate

27. @amandatodo Content is a Great Unifier Content Marketing Corporate Comm. Service Line Marketing Content

28. @amandatodo #7 Be AGGRESSIVE

29. @amandatodo 150 Infographics in 2014

30. @amandatodo

31. @amandatodo Paul Matsen, CMO “The work of our Health Essentials team plays a critical role in building the national reputation of the Cleveland Clinic. Our unique and engaging content helps to make digital communications the leading source of new awareness for the Clinic. Leveraging Health Essentials as a communications platform has become a core strategy for our brand and individual service lines. The creativity and integrated thinking of our Content Marketing team has been a key driver of our success.”

32. @amandatodo Milestones

33. @amandatodo Brand Awareness

34. @amandatodo The 7 Keys to Content Marketing Success

35. @amandatodo

Editor's Notes

Want to tweak this. Get image in right size and change text box to CMWorld orange color.
Want to tweak this. Get image in right size and change text box to CMWorld orange color.
Goal is brand awareness.
Started by using BeWell. Scrambling for content. Build it & they will come.
This is our strategy. It’s about creating engagement and conversation with our own unique content, created and not curated. People gravitate to brands that are helping them. Brands are like our friends. We want the experiences to be consistent and fun. Walk away from interactions feeling good. Content is used to build relationships. We cannot create demand.
We ended 2013 with this stellar piece of content that still stands as our most visited post of all-time.
Agency partners.
New agency. Responsive design. New navigation. More categories. Better search. ADVERTISING!

7 Keys to Content Marketing Success

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