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The value of credible content
and how to leverage it
Presenters
Cynthia Porter
President,
Porter Research
@porterresearch
Go-to-market research
Elisa Logan
VP of Marketing,
IOD Incorporated
IOD-Incorporated
Your HIM edge
Trust in marketing
“Content builds
relationships.
Relationships are
built on trust. Trust
drives revenue.”
Andrew Davis,
Monumental Shift
How to earn reader trust:
• Don’t mislead readers
• Avoid mixing thought
leadership and
solution promotions
• Beware your own
personal bias
Two case studies in credible marketing
jCovisint
A credible content
success story.
kIOD
A real-world look at how Elisa and IOD are
using content marketing to engage buyers and
establish trust.
The Covisint example
About the research…
• Goals: inform solution
roadmap; educate market
• Objective research team
• Well-received topic
Beyond the research…
• White-paper development
• 14 media links, citations
• Established as trusted market authority
The Covisint results
From research to results:
• White paper development and promotion
• 14 media links / citations
• Established Covisint as trusted market authority
- DO I -
The inside scoop
• Real needs/pain points
• Buying decision influences
• Competitive landscape
Influenced:
• Pricing
• Positioning/messaging
Big takeaways
• No clear leader in the space
• Real need for technology with specific functionality
to help hospitals reduce financial risk
Two-pronged approach
Hard launch:(3.5 months)
• Sales push
• Integrated campaigns
Soft launch:(3.5 months)
• Brand awareness
• Marketing-centric
Maximizes value of
whitepaper and impacts:
• Thought leadership
• Brand awareness
• Sales support
Whitepaper Campaign Summary
December January February March April
Blog Posts
Events
PR / Press Releases
HIMSS
Pitch Placement
Social Media
Webinars
November
Email Campaigns HIM Directors (4) CFO’s (5)
Infographics
BETA Customers
Website
Sales Support / PPT
HFMA (June)
Sponsored Content
May
By the numbers….
• Whitepaper: 1
• Media articles: 3
• 1
• Infographics: 4
• Email campaigns: 9
• C-Suite – 5 over 5 months
• HIM Directors – 4 over 5 months
• Social Media Posts: 32
• 14 tweets (2/mo for 7 months)
• 12 LinkedIn (2/mo for 6 months)
• 6 Facebook (1/mo for 6 months)
Q&A
15
HIM solutions
iodincorporated.com
920-469-5000
IOD-Incorporated
Market research solutions
porterresearch.com
678-282-1188
@porterresearch
Questions?

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The Value of Credible Content and How to Leverage It

  • 1. The value of credible content and how to leverage it
  • 2. Presenters Cynthia Porter President, Porter Research @porterresearch Go-to-market research Elisa Logan VP of Marketing, IOD Incorporated IOD-Incorporated Your HIM edge
  • 3. Trust in marketing “Content builds relationships. Relationships are built on trust. Trust drives revenue.” Andrew Davis, Monumental Shift How to earn reader trust: • Don’t mislead readers • Avoid mixing thought leadership and solution promotions • Beware your own personal bias
  • 4. Two case studies in credible marketing jCovisint A credible content success story. kIOD A real-world look at how Elisa and IOD are using content marketing to engage buyers and establish trust.
  • 5. The Covisint example About the research… • Goals: inform solution roadmap; educate market • Objective research team • Well-received topic Beyond the research… • White-paper development • 14 media links, citations • Established as trusted market authority
  • 6. The Covisint results From research to results: • White paper development and promotion • 14 media links / citations • Established Covisint as trusted market authority
  • 7. - DO I -
  • 8. The inside scoop • Real needs/pain points • Buying decision influences • Competitive landscape Influenced: • Pricing • Positioning/messaging
  • 9. Big takeaways • No clear leader in the space • Real need for technology with specific functionality to help hospitals reduce financial risk
  • 10. Two-pronged approach Hard launch:(3.5 months) • Sales push • Integrated campaigns Soft launch:(3.5 months) • Brand awareness • Marketing-centric Maximizes value of whitepaper and impacts: • Thought leadership • Brand awareness • Sales support
  • 11. Whitepaper Campaign Summary December January February March April Blog Posts Events PR / Press Releases HIMSS Pitch Placement Social Media Webinars November Email Campaigns HIM Directors (4) CFO’s (5) Infographics BETA Customers Website Sales Support / PPT HFMA (June) Sponsored Content May
  • 12. By the numbers…. • Whitepaper: 1 • Media articles: 3 • 1 • Infographics: 4 • Email campaigns: 9 • C-Suite – 5 over 5 months • HIM Directors – 4 over 5 months • Social Media Posts: 32 • 14 tweets (2/mo for 7 months) • 12 LinkedIn (2/mo for 6 months) • 6 Facebook (1/mo for 6 months)
  • 13. Q&A 15 HIM solutions iodincorporated.com 920-469-5000 IOD-Incorporated Market research solutions porterresearch.com 678-282-1188 @porterresearch Questions?