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Content marketing includes publishing, producing, community management, and measurement activities. It focuses on creating useful content for customers rather than self-promotional "about us" copy. This document analyzes CompHealth's content marketing strategy and resources, identifying divisional leaders, creative teams, and production resources like writers and social media managers. It recommends quick action on low-hanging fruit like an engagement strategy for Facebook and establishing a video channel.

Technology Business

1
Publishing, Video, Social Media
CONTENT MARKETING ANALYSIS

DEFINE
2
• Content marketing includes:
PUBLISHING PRODUCING
COMMUNITY
MANAGEMENT
MEASUREMENT

WHY DO IT?
3
• “About us” copy is salesy, self-serving
• Content is based on customer’s need
• Web and mobile consumption behavior, SEO
meh… quick scan… tell me about it…

SITUATION ANALYSIS:
5
• CompHealth is STRETCHING
• Advocacy and experimentation
• 1 or 2 champions
*From Altimeter Group’s “Content: The New Marketing Equation”

PRODUCTION RESOURCES
7
• Writing
• Webinars
• Video
• P.R. & Seo
• Channel managers
• Blog, Newsfeed: Steve (Chase/Kyle backup)
• Twitter, Facebook, Google+: Chad (Steve backup)
• Pinterest: Aerienne (Kristina backup)
• Video: Eric (Chad backup)

MEASUREMENT
9
• Omniture channels
• Google alerts, simple search metrics
• Klout scores?
• Likes, followers, views, shares, etc…

WHAT’S NEXT?
10
• Get moving quickly
• Share the vision of where we want to go
• Take advantage of multiple resources
• Whiteboard sessions to create alignment (monthly to start)

LOW-HANGING FRUIT
11
Engagement strategy on Facebook
– polls, questions, contests, etc…
Follow-to-follow strategy; use timed
daily tweets on recent articles
Get
Started!
Video channel – get on CH.com;
feature Genie videos & testimonials

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Test presentation

1. 1 Publishing, Video, Social Media CONTENT MARKETING ANALYSIS

2. DEFINE 2 • Content marketing includes: PUBLISHING PRODUCING COMMUNITY MANAGEMENT MEASUREMENT

3. WHY DO IT? 3 • “About us” copy is salesy, self-serving • Content is based on customer’s need • Web and mobile consumption behavior, SEO meh… quick scan… tell me about it…

4. MOBILE 4 • Which one plays best?

5. SITUATION ANALYSIS: 5 • CompHealth is STRETCHING • Advocacy and experimentation • 1 or 2 champions *From Altimeter Group’s “Content: The New Marketing Equation”

6. STRATEGIC STAKEHOLDERS 6 • CH divisional leaders and staff • CH brand team and leaders • Creative • PR & comm • Web & SEO

7. PRODUCTION RESOURCES 7 • Writing • Webinars • Video • P.R. & Seo • Channel managers • Blog, Newsfeed: Steve (Chase/Kyle backup) • Twitter, Facebook, Google+: Chad (Steve backup) • Pinterest: Aerienne (Kristina backup) • Video: Eric (Chad backup)

8. PRODUCTION RISKS 8 • Time • Duplication • Lead capture? • Voice of brand

9. MEASUREMENT 9 • Omniture channels • Google alerts, simple search metrics • Klout scores? • Likes, followers, views, shares, etc…

10. WHAT’S NEXT? 10 • Get moving quickly • Share the vision of where we want to go • Take advantage of multiple resources • Whiteboard sessions to create alignment (monthly to start)

11. LOW-HANGING FRUIT 11 Engagement strategy on Facebook – polls, questions, contests, etc… Follow-to-follow strategy; use timed daily tweets on recent articles Get Started! Video channel – get on CH.com; feature Genie videos & testimonials

Editor's Notes

Brands as media companies. Don’t need the huge budgets and production departments anymore.The cost is not in paid media; it’s in talent and resources: Writing, producing, web, file management, lead capture, etc…The Community Management aspect involves social media channels: Content that is engaging will be shared and commented on. Social media channels are not just a push-content place; they’re for interaction and must be both monitored and strategically managed to foster a community of brand advocates!The trick is not to get distracted by the “channels” – it’s to stay on strategy as marketers.
- Content is not disruptive; it’s there when the customer needs it, based on their current needs.Content is: Entertaining; Informative and educational; Provides utility.Draw a customer closer to the sale before they ever talk to a rep.- The consumer expectation is: I have to be able to consume that content wherever I am, and whenever I want.- Purchase options: live, on-demand, subscribe or buy, free
Our “Maturity” at CompHealth. Stand, Stretch, Walk, Jog, or Run.Stretch = advocacy and experiment. 1 or 2 internal champions. (us today)Walk = strategy and processes. (this is where we need to get!)- Stop just saying “we have a blog, we are on Facebook”, and start refining approach and strategy, define communication strategies. Make it measurable and aligned with business goals.- Getting to the level “jog” would be awesome in 2-3 years. We do not have a content/social “culture” … yet.
Divisional: From Dave, Melissa, VPs, to desk-level who are in touch with our audience.What about getting training involved (Mindy Swenson)Creative: Phil and Linda to drive brand voice and some production strategyPR & Comm: Mary and Phillip to align with PR messaging and news feedWeb & SEO: Kyle and Chase to drive logistics and IT role, web resources, SEO focusCOMMITTEE? One from each bucket? Involve desk-level from the divisions as vertical experts? (Phys, AP, Therapy, Lab, etc…)
WRITERS: Myself, Mary, Lindsay, Michelle (within team) Trusted Partners: OPM, Lisa Shock, OncRehab Sales Team: Johnna Freud – need more here Creative: Linda, Grant, MaryamWEBINARS: Take back from IT; 2-3 brand team members with solid training and execution, “Director” skillsVIDEO: Need to get sales teams armed with cameras, and a process for upload/reviewNeed to get Linda and Nic/Nelson involved in a video content strategyCurrent assets can quickly be located, optimized, and streamlined in the YouTube channelP.R. / SEO: Infographics, Media releases distributed onlineCHANNELS: Need to have owners, with backups and alignmentEach channel manager responsible for a strategy document with short and long-term goals How to customize content based on Follow/Like profiles? - Long term: Create a content manager role; make downloads trackable (lead capture). Staff wholly or partly dedicated to content marketing.- How can we use CHG’s people culture to create a content stream? (enterprise social networking) - user created content.
TIME: What are expectation – what tools can help us be efficient (i.e. timed Tweets)What about weekends and after hours?DUPLICATION: If we don’t break down channels by strategy and audience we just duplicate the same “push” methods.LEADS?: Do we just want views, traffic, SEO initially? When do we add in lead capture?VOICE: Phil and creative team need to have input – are they in on the brainstorms? Maybe a CompHealth brand voice Boot Camp led by Phil and Trish? Not “brand image” – but how we talk about the things we know. How casual vs. how professional, etc…
Some included and free opportunities – the question is, how do we compile it into something actionable?Dashboard?
Do a kickoff meeting / vision setting / pump-uppresentationNail down the brand voice points, adapt to channel by strategySet some expectations and create a positive culture around this

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