Webinar for Association of Commercial Professionals-Life Sciences

1. R & D your Content Marketing
Webinar for Association of Commercial
Professionals-Life Sciences
Ahava Leibtag
President
Aha Media Group
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2. @ahavaL #aspls
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3. Every minute…
• YouTube users upload 48 hours of video
• Facebook users share 684,478 pieces of
content
• Instagram users share 3,600 new photos
• Tumblr sees 27,778 new posts published
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4. Demanding?
The average brand organization is
responsible for the content demands of
178 social media properties, plus
websites, blogs and live events.
--The Altimeter Group (2013)
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5. Impossible?
The average American is bombarded by
5,000 messages a day.
--The New York Times (1988)
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6. To build an audience of
50 million
58 years
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7. To build an audience of
50 million
58 years
14 years
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8. To build an audience of
50 million
58 years
14 years
4 years
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9. To build an audience of
50 million
58 years
14 years
4 years
3.6 years
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10. To build an audience of
50 million
58 years
14 years
4 years
3.6 years
80
Source: ComScore
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11. Modern Marketing Challenges
• Ads don’t have the same power (esp.
in digital)
• Reduced attention
• Lack of brand loyalty
• Social sharing
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12. SO WHAT WORKS?
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20. FILL A VOID
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21. AND DO IT BETTER THAN OTHERS.
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26. PEOPLE LOVE TO ENGAGE.
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27. It gives them a sense of
belonging.
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28. Today
• What is content?
• Why do we have such a hard time
with content?
• Defining content marketing
• 5 Rules You Can Use: Can we be
better content marketers and how?
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29. CONTENT IS A CONVERSATION.
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30. TO WHOM ARE WE
TALKING?
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31. WHO ARE WE?
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32. CONTENT REVEALS TO THE
WORLD WHO WE ARE.
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33. Content must:
• Align with business objectives
• Support users in accomplishing tasks
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34. Business
Goals
User
Tasks
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35. Business
Goals
User
Tasks
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36. Business
Goals
User
Tasks
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The
Sweet
Spot

37. CONTENT IS THE
CONVERSATION THAT FUELS
THE SALES PROCESS.
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38. Sales Funnel
Email Addresses/Contacts
Engaged
Prospect &
Recycled
Lead
Sales Lead
Opport
unity
Custo
mer
• Emails/Contacts: Not yet leads, just
have entered the funnel
• Engaged: Show real engagement by
downloading content, opening an
email, commenting on a blog post
• Prospect: Qualified but are not ready
to buy (decision makers?)
• Lead: Prospects that show enough
behavioral engagement that we want
to call them
• Sales lead: Qualified by sales
• Opportunity: Part of the active pipeline
• Customer: They have bought an
solution
• Upsell and retain: Keep them buying
Marketing Sales
Nurturing
Database
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39. @ahaval #acpls

40. Modern Marketing Challenges
• Ads don’t have the same power (esp.
in digital)
• Reduced attention
• Lack of brand loyalty
• Social sharing
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41. Goals of content marketing
1. Attract: Create content that will draw prospects like
bees to a blossoming flower
2. Acquire: Give them the content in exchange for an
email address or some other form of potential ongoing
contact
3. Engage or connect: Continue to engage by creating
and sending relevant content about your product,
service or knowledge base
4. Drive profitable action: Clearly align your content
creation and distribution efforts with your business goals
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42. #1: Attract
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43. #1: Attract
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44. #2: Acquire
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45. #3: Engage or Connect
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46. #3: Engage or Connect
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47. #3: Engage or Connect
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48. #4: Drive Profitable Action
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49. Content marketing allows you to
sustain the conversation.
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50. Content Marketing Stats
• Content marketers’ top priorities were found to be
driving leads and engaging buyers
• 71% of marketers are increasing spend on content
marketing in 2014
• 85% of marketers saw an increase in awareness
building as a result of content marketing
• 76% of marketers saw an increase in buyer
engagement as a result of content marketing
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51. 5 RULES FOR CONTENT MARKETING
THAT CONVERTS
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52. Rule #1:
Know the Difference
Between Information and
Delivery
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55. Content Formats
• Written articles
• Podcasts
• Video
• Photographs
• Infographics
• Slide Shows
• Whitepapers
• Polls/Survey data
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56. VS.
(DON’T GET CONFUSED)
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57. Content Delivery Tools
• Websites
• Blogs
• Newsletters
• iTunes
• YouTube
• Facebook
• Twitter
• Slideshare
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61. Rule #2:
Collaborate on Content
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67. @ahaval #acpls
UX IT PR
Executive
Marketing Leadership
Customer
Visual Relations
Design
Sales

68. Apps Websites
@ahaval #acpls
Podcasts
Databases
Infographics
Images Videos
Slide
Shows
Whitepapers
Blogs
Email
Marketing

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70. @ahaval #acpls

71. You need a lot of people.
With a lot of talents.
In different areas.
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72. Rule #3:
Prune your Pumpkins
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73. @ahaval #acpls

74. Content Marketing Impact
• 74% of marketers saw an increase in
SEO/web traffic resulting from content
marketing
• Over 61% of marketers saw an
increase in lead quality and quantity
due to content marketing
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75. Rule #4:
Follow the Rule of 4
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76. For every piece of content:
1. Text
2. Audio
3. Image
4. Video
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78. Rule #5:
Use the 5 Step
Methodology
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79. How do we want our brand to
be perceived in this
conversation?
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80. External Messaging
External Messaging Questions
• To whom are you
speaking? 
• Who are you? 
• What are you trying to
say? 
• How do you say it? 
• When and where do you
say it?
Content Strategy Tools
• Personas
• Identity Pillars
• Messaging Architecture
• Voice/Tone
• Editorial Calendar
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81. #1
Personas =
To whom are we speaking?
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82. Audience Research
• Customer research
• Interactive Data
• Ethnographic Studies
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87. #2
Identity Pillars =
Who are we?
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88. Identity Pillars
• Who are we as a brand?
• What do people think of us currently?
• How do we want to shift that
perception?
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93. Identity Pillars
Current Identity Pillars  Future Identity Pillars




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95. Identity Pillars
Current Identity Pillars  Future Identity Pillars
CHEAP




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96. Identity Pillars
Current Identity Pillars  Future Identity Pillars
CHEAP

AFFORDABLE



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97. #3
Messaging Architecture=
What are we trying to say?
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98. Messaging Architecture
• How do our identity pillars map from a
business and patient/family
perspective?
• How are we representing those ideas?
• What are our messages that reinforce
the identity pillars?
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99. Messaging Architecture
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP 
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100. Messaging Architecture
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP  AFFORDABLE
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101. Messaging Architecture
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP  AFFORDABLE
You can find the products you
want, at the price you are looking
for.
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102. Messaging Architecture
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP  AFFORDABLE
You can find the products you
want, at the price you are looking
for.
• Our prices are consistently 20%
lower than other retail chains.
• Robust coupon program
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103. #4
Voice and Tone=
How do we say it?
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104. Define Voice
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105. Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympathetic
empathetic awesome helpful
convenient
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106. Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympathetic
empathetic awesome helpful
convenient
@ahaval #acpls

107. Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympathetic
empathetic awesome helpful
convenient
@ahaval #acpls

108. Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympathetic
empathetic awesome helpful
convenient
@ahaval #acpls

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111. Come here right now.
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112. Define Tone
Yes: Sound like <example>
No!: Sounds like <example>
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117. #5
Editorial Calendar=
When and where do we say it?
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118. @ahaval #acpls

119. 5 Rules Review
1. Know the difference between
content format and delivery
2. Collaborate on content
3. Prune your pumpkins
4. Follow the Rule of 4
5. Use the 5-step methodology
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120. Who said?
“Getting an audience is hard. Sustaining
an audience is hard. It demands a
consistency of thought, of purpose, and
of action over a long period of time.”
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121. @ahaval #acpls

122. Questions?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
@ahavaL @
ahavaleibtag
THANK YOU!
@ahaval #acpls