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Tweeting, Blogging, SEO,
and Strategy:
Online Content Planning
for Medical Editors
Brande N. Martin, MA
American Medical Writers
Association Conference 2013
Thursday, November 7, 2013
Goals of Today’s Sessions
• Learn about
o The Changing Role of Editors in the
Online/Digital Space
o What is Content Strategy?
o Ways to Plan Online Content
o Integrated Communication Strategies
2
About Me: Brande Martin, MA
Content Strategy, Communications, & Editorial
Management Professional
• The College of American Pathologists
• Medscape/WebMD
• Northern Illinois University
• American Dental Association
• American Medical Association
• Rapid Science Publishers (now part of Wolters
Kluwer)
3
The Word is Out!: Content, Content Is Everywhere…
4
The Changing Content Spaces
5
The Traditional Role of a Medical Editor
6
• Working for
o news outlet (Reuters Health),
o online medical journal (JAMA), or
o other online sources (Medscape)
• Edit and fact check content
• Understand and use style manuals
• Write/Rewrite content
• Identify and prioritize topics to cover
• Give assignments to writers/editors
• Maintain an editorial calendar
• May oversee/train writers and other editors
© 2013 Brande Martin. All rights reserved. 7
Our New Editorial Responsibilities
• All of the traditional tasks plus…
o Web Content Strategy
o Marketing Strategy
o Social Media Strategy
© 2013 College of American Pathologists. All rights reserved. 8
Online Content Planning
• Step 1: Plan a content strategy
• Step 2: Focus on your audience needs
• Step 3: Write/Edit/Deliver Good Content
• Step 4: Repurpose/Integrate content for social and
email (and mobile) channels
• Step 5: Measure and manage the content
© 2013 Brande Martin. All rights reserved. 9
Content is King!: Content Strategy
© 2013 Brande Martin. All rights reserved. 10
•Can user find the content?
What is the content that meets
the audience’s needs?
Up-to-date content
Editorial Calendars
Content Owners/ Subject
Matter Experts
Our Audiences
• Consumers
• Patients
• Healthcare Professionals
© 2013 Brande Martin. All rights reserved. 11
Patients’/Consumers’ Online Use for Health Info
• 81% of US adults use the internet
• 59% say they have looked online for health
information in the past year
Source: Pew Research Center, Health Online 2013; Jan. 15, 2013
http://www.pewinternet.org/Reports/2013/Health-online.aspx
• 52% of US adults gather health information on their
smartphones
Source: Pew Research Center, Mobile Health 2012; Nov. 8, 2012
http://www.pewinternet.org/Reports/2013/Health-online.aspx
© 2013 Brande Martin. All rights reserved. 12
• 33% of consumers use social media sites for health-
related matters, including seeking health
information…
Source: Demi & Cooper Advertising and DC Interactive Group, Rising Use
of Social & Mobile in Healthcare: Inforgraphic; 2012
http://thesparkreport.com/wp-
content/uploads/2012/12/SparkReportHealthcareGraphicLarge.jpg
© 2013 Brande Martin. All rights reserved. 13
Content Development Strategy
• Who is the audience you trying to reach with your
content?
• What are the goals for the content?
• What topics are of most interest to my audience?
• What type of content should I plan to add
(write/edit) to the Web site?
• What content should I remove from the Web site?
• How should I plan the editorial calendar?
© 2013 Brande Martin. All rights reserved. 14
Writing the Content
Search Engine Optimization (SEO)
Definition:
SEO is the process of affecting the visibility of a Web
site or a Web page in a search engine's "natural" or
unpaid ("organic") search results.
Write Quality Content!
© 2013 Brande Martin. All rights reserved. 15
Keywords
o Determine best keywords for your landing pages
or pages where you want users to visit
o Add to page – headlines/titles/descriptions
o Meta-data: page title and description
o Use Google Adwords
© 2013 Brande Martin. All rights reserved. 16
© 2013 Brande Martin. All rights reserved. 17
http://searchengineland.com/guide/what-is-seo
Social Media Strategy
• Use Twitter or Facebook
o promote content on your site
o encourage audience engagement
• How to do this
o Repurpose content from your site
o Come up with questions on the topic that
engage readers
o Use graphics/clever copywriting content
Goal: Drive audience back to the Web site
© 2013 Brande Martin. All rights reserved. 18
Example: Cleveland Clinic Web site
© 2013 Brande Martin. All rights reserved. 19
234 FB
likes
Posted
4/17/2013
Example: Cleveland Clinic Facebook
© 2013 Brande Martin. All rights reserved. 20
846 Likes
346 Shares
Posted today
11/7/2013
© 2013 Brande Martin. All rights reserved. 21
Example: Cleveland Clinic Twitter Feed
• Blogging
o Have doctor write a blog about the topic
o Have a patient write a blog telling a personal
story about the topic
© 2013 Brande Martin. All rights reserved. 22
Source: http://thesparkreport.com/wp-content/uploads/2012/12/SparkReportHealthcareGraphicLarge.jpg
Example: Cleveland Clinic –
Featured Expert Bloggers
© 2013 Brande Martin. All rights reserved. 23
Informed Decision-Making for Content Plan
• Follow the trends
o What topics are most popular <<stress>>
o What are most common patient health concerns,
illnesses, conditions
o What events are happening (breast cancer
awareness month, heart healthy month)
• Follow your best judgment
• Assess competition (what are others covering)
© 2013 Brande Martin. All rights reserved. 24
• Work with your business intelligence, digital team,
or Internet services team
• Assess and review your analytics (statistical trends)
o Unique page views
o Conversion Goal Rates <<sign ups/order>>
o Referrer pages
© 2013 Brande Martin. All rights reserved. 25
Case Study
• You write patient health education materials and
post the following on your organization’s Web site:
o Fact sheet on weight loss (HTML page, not a
downloadable PDF)
o Call-to-action for audience to sign up for a new
monthly newsletter on weight loss <<Pilot
newsletter>>
• Goal: You want users to come to Web site to sign up
for the monthly newsletter
• Topic: Weight Loss
• Audience: Women 18-55 years old
© 2013 Brande Martin. All rights reserved. 26
Content Plan/Editorial Calendar
• What types of content from the weight loss fact
sheet can you repurpose for other channels (ie,
Twitter, blog, or print)?
• Recipes
• Fad Diets
• Weight Loss Plans
• Exercise Tips
© 2013 Brande Martin. All rights reserved. 27
Editorial Calendar
• When will you plan to release the content on weight
loss in the different channels (editorial calendar)?
• Fall: College Semester Begins
• Winter: Holidays
• Spring: Wedding
• Summer: Swim Suit Season
© 2013 Brande Martin. All rights reserved. 28
Keyword List
• List the top keywords (groupings) that a user may
consider when searching for the topic on weight
loss
• Weight Loss
• Obesity
• Dieting
• Fad Diets
• Quick weight loss
© 2013 Brande Martin. All rights reserved. 29
Tracking/Analytics
• Did you have good conversion with signs up for the
newsletter?
o Track for 3 months or more to get decent trend
© 2013 Brande Martin. All rights reserved. 30
• Never report standalone metric in your data trends
Track at least 2 metrics for comparison
o Goal Conversion
o Visits
© 2013 Brande Martin. All rights reserved. 31
Key Points
• Medical editors must consider new content
strategies
• Online content planning includes web, social, and
mobile strategies
• Always remember your audience’s needs
• Always write quality content
• Track, measure, and analyze your data for best
content results
© 2013 Brande Martin. All rights reserved. 32
Resources
• Content Strategy for the Web by Kristina Halvorson
http://contentstrategy.com/
• Aha Media Group – Content Strategy
http://www.ahamediagroup.com/index.html
• Search Engine Land: SEO
http://searchengineland.com/guide/what-is-seo
• How to analyze, interpret and report data trends in Google
Analytics
http://www.seotakeaways.com/analyze-interpret-report-
data-trends-google-analytics/
© 2013 Brande Martin. All rights reserved. 33
QUESTIONS?
THANK YOU
Follow me on Twitter: @brandemartin
Email:
brandemartin229@gmail.com
Website: http://brandemartin.com
© 2013 Brande Martin. All rights reserved. 34

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Tweeting, Blogging, SEO and Strategy for Medical Editors

  • 1. Tweeting, Blogging, SEO, and Strategy: Online Content Planning for Medical Editors Brande N. Martin, MA American Medical Writers Association Conference 2013 Thursday, November 7, 2013
  • 2. Goals of Today’s Sessions • Learn about o The Changing Role of Editors in the Online/Digital Space o What is Content Strategy? o Ways to Plan Online Content o Integrated Communication Strategies 2
  • 3. About Me: Brande Martin, MA Content Strategy, Communications, & Editorial Management Professional • The College of American Pathologists • Medscape/WebMD • Northern Illinois University • American Dental Association • American Medical Association • Rapid Science Publishers (now part of Wolters Kluwer) 3
  • 4. The Word is Out!: Content, Content Is Everywhere… 4
  • 6. The Traditional Role of a Medical Editor 6 • Working for o news outlet (Reuters Health), o online medical journal (JAMA), or o other online sources (Medscape) • Edit and fact check content • Understand and use style manuals • Write/Rewrite content
  • 7. • Identify and prioritize topics to cover • Give assignments to writers/editors • Maintain an editorial calendar • May oversee/train writers and other editors © 2013 Brande Martin. All rights reserved. 7
  • 8. Our New Editorial Responsibilities • All of the traditional tasks plus… o Web Content Strategy o Marketing Strategy o Social Media Strategy © 2013 College of American Pathologists. All rights reserved. 8
  • 9. Online Content Planning • Step 1: Plan a content strategy • Step 2: Focus on your audience needs • Step 3: Write/Edit/Deliver Good Content • Step 4: Repurpose/Integrate content for social and email (and mobile) channels • Step 5: Measure and manage the content © 2013 Brande Martin. All rights reserved. 9
  • 10. Content is King!: Content Strategy © 2013 Brande Martin. All rights reserved. 10 •Can user find the content? What is the content that meets the audience’s needs? Up-to-date content Editorial Calendars Content Owners/ Subject Matter Experts
  • 11. Our Audiences • Consumers • Patients • Healthcare Professionals © 2013 Brande Martin. All rights reserved. 11
  • 12. Patients’/Consumers’ Online Use for Health Info • 81% of US adults use the internet • 59% say they have looked online for health information in the past year Source: Pew Research Center, Health Online 2013; Jan. 15, 2013 http://www.pewinternet.org/Reports/2013/Health-online.aspx • 52% of US adults gather health information on their smartphones Source: Pew Research Center, Mobile Health 2012; Nov. 8, 2012 http://www.pewinternet.org/Reports/2013/Health-online.aspx © 2013 Brande Martin. All rights reserved. 12
  • 13. • 33% of consumers use social media sites for health- related matters, including seeking health information… Source: Demi & Cooper Advertising and DC Interactive Group, Rising Use of Social & Mobile in Healthcare: Inforgraphic; 2012 http://thesparkreport.com/wp- content/uploads/2012/12/SparkReportHealthcareGraphicLarge.jpg © 2013 Brande Martin. All rights reserved. 13
  • 14. Content Development Strategy • Who is the audience you trying to reach with your content? • What are the goals for the content? • What topics are of most interest to my audience? • What type of content should I plan to add (write/edit) to the Web site? • What content should I remove from the Web site? • How should I plan the editorial calendar? © 2013 Brande Martin. All rights reserved. 14
  • 15. Writing the Content Search Engine Optimization (SEO) Definition: SEO is the process of affecting the visibility of a Web site or a Web page in a search engine's "natural" or unpaid ("organic") search results. Write Quality Content! © 2013 Brande Martin. All rights reserved. 15
  • 16. Keywords o Determine best keywords for your landing pages or pages where you want users to visit o Add to page – headlines/titles/descriptions o Meta-data: page title and description o Use Google Adwords © 2013 Brande Martin. All rights reserved. 16
  • 17. © 2013 Brande Martin. All rights reserved. 17 http://searchengineland.com/guide/what-is-seo
  • 18. Social Media Strategy • Use Twitter or Facebook o promote content on your site o encourage audience engagement • How to do this o Repurpose content from your site o Come up with questions on the topic that engage readers o Use graphics/clever copywriting content Goal: Drive audience back to the Web site © 2013 Brande Martin. All rights reserved. 18
  • 19. Example: Cleveland Clinic Web site © 2013 Brande Martin. All rights reserved. 19 234 FB likes Posted 4/17/2013
  • 20. Example: Cleveland Clinic Facebook © 2013 Brande Martin. All rights reserved. 20 846 Likes 346 Shares Posted today 11/7/2013
  • 21. © 2013 Brande Martin. All rights reserved. 21 Example: Cleveland Clinic Twitter Feed
  • 22. • Blogging o Have doctor write a blog about the topic o Have a patient write a blog telling a personal story about the topic © 2013 Brande Martin. All rights reserved. 22 Source: http://thesparkreport.com/wp-content/uploads/2012/12/SparkReportHealthcareGraphicLarge.jpg
  • 23. Example: Cleveland Clinic – Featured Expert Bloggers © 2013 Brande Martin. All rights reserved. 23
  • 24. Informed Decision-Making for Content Plan • Follow the trends o What topics are most popular <<stress>> o What are most common patient health concerns, illnesses, conditions o What events are happening (breast cancer awareness month, heart healthy month) • Follow your best judgment • Assess competition (what are others covering) © 2013 Brande Martin. All rights reserved. 24
  • 25. • Work with your business intelligence, digital team, or Internet services team • Assess and review your analytics (statistical trends) o Unique page views o Conversion Goal Rates <<sign ups/order>> o Referrer pages © 2013 Brande Martin. All rights reserved. 25
  • 26. Case Study • You write patient health education materials and post the following on your organization’s Web site: o Fact sheet on weight loss (HTML page, not a downloadable PDF) o Call-to-action for audience to sign up for a new monthly newsletter on weight loss <<Pilot newsletter>> • Goal: You want users to come to Web site to sign up for the monthly newsletter • Topic: Weight Loss • Audience: Women 18-55 years old © 2013 Brande Martin. All rights reserved. 26
  • 27. Content Plan/Editorial Calendar • What types of content from the weight loss fact sheet can you repurpose for other channels (ie, Twitter, blog, or print)? • Recipes • Fad Diets • Weight Loss Plans • Exercise Tips © 2013 Brande Martin. All rights reserved. 27
  • 28. Editorial Calendar • When will you plan to release the content on weight loss in the different channels (editorial calendar)? • Fall: College Semester Begins • Winter: Holidays • Spring: Wedding • Summer: Swim Suit Season © 2013 Brande Martin. All rights reserved. 28
  • 29. Keyword List • List the top keywords (groupings) that a user may consider when searching for the topic on weight loss • Weight Loss • Obesity • Dieting • Fad Diets • Quick weight loss © 2013 Brande Martin. All rights reserved. 29
  • 30. Tracking/Analytics • Did you have good conversion with signs up for the newsletter? o Track for 3 months or more to get decent trend © 2013 Brande Martin. All rights reserved. 30
  • 31. • Never report standalone metric in your data trends Track at least 2 metrics for comparison o Goal Conversion o Visits © 2013 Brande Martin. All rights reserved. 31
  • 32. Key Points • Medical editors must consider new content strategies • Online content planning includes web, social, and mobile strategies • Always remember your audience’s needs • Always write quality content • Track, measure, and analyze your data for best content results © 2013 Brande Martin. All rights reserved. 32
  • 33. Resources • Content Strategy for the Web by Kristina Halvorson http://contentstrategy.com/ • Aha Media Group – Content Strategy http://www.ahamediagroup.com/index.html • Search Engine Land: SEO http://searchengineland.com/guide/what-is-seo • How to analyze, interpret and report data trends in Google Analytics http://www.seotakeaways.com/analyze-interpret-report- data-trends-google-analytics/ © 2013 Brande Martin. All rights reserved. 33
  • 34. QUESTIONS? THANK YOU Follow me on Twitter: @brandemartin Email: brandemartin229@gmail.com Website: http://brandemartin.com © 2013 Brande Martin. All rights reserved. 34