Many private sector organizations are forgoing traditional advertising tactics and turning to “content marketing,” which is the creation and dissemination of high-value content for marketing purposes. As the volume of this content continues to grow online, a tug-of-war is forming between big consumer brands and public health communicators. Competing for the same target audiences, health communications and content marketing are colliding in today’s digital world. View this presentation for examples of how brands are creating high-quality content and driving deep engagement, and learn strategies that health communicators can apply to public health messages. This presentation was delivered at the NIH Digital Summit in Bethesda, MD on October 19, 2015. A video archive of the event is also available: http://www.nih.gov/news/events/digital-summit.htm

1. When Health Communications
and Content Marketing Collide
Erin Norvell
@eedgerton

4. THE BIG BRANDS

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

8. THREE THINGS BRANDS ARE DOING RIGHT

9. 1. They build on existing target
audience behaviors.

12. 2. They develop deeper engagement.

14. 3. They lead with the content and make
the “ask” second.

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.

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!