1. Content is King!

2. Four Pillars of Online Marketing
Web Site Search Social/ Self
• Tell the story • Reach new Mobile Service
patients
• Explain • Always • Cement loyalty
advantages • Build a accessible • Lower
and benefits following • Immediate operational
• Build trust • Increase response costs
relevance • 1-to-1 dialog • Improve
with hundreds process
watching • Empower
clinicians

3. What is content?

4. “Without content, the web would be
a search box and a check-out cart.”
– Ian Alexander @ Eat Media

5. According to Wikipedia…
Web content is the textual, visual or aural content
that is encountered as part of the user experience on
websites. It may include, among other things: text,
images, sounds, videos and animations.

6. According Chris Sizemore…
“Everything is content.”

7. According to Angie…
• Content is anything that carries meaning and message.
– Text, graphics, audio, video, files (pdf’s), buttons, icons,
logos.
• Content is anything that provides value.
– Interactive experiences, across multiple platforms.
• Content is substance.

8. and everything revolves around
content v
• Social media
• Search
• Metrics and analytics
• Mobile
• Behavioral targeting
• Personas

9. Why do you need good content?

10. People have become a bit
distracted…

12. Quality Attracts
Content
Engages Visitors Informs
Retains

13. Why should it matter to you?
• Good content:
– Builds trust with physicians and patients
– Explains advantages and benefits
– Differentiates you from your competition
– Sparks interest
– Builds relationships
– Increases patient volume…

14. What content can do…
Tell Specific Build Trust and Increase Referrals
Stories Credibility Attract and
Provide Education Establish Maintain Clinical
for Families Expertise Talent
Create a cross- Build Patient Improve visit/stays
channel narrative Relationships and for families
Dialogue Increase
Streamline,
optimize content Enhance Employee Morale
for web and search reputation for Create Efficiencies
responding

15. Why you need a content strategy?

16. because content is…
• Political
• Hard to manage
• Expensive to
maintain
• Takes a lot time
and resources
• Not always a
priority
• Boring…

17. And one more reason you need a
strategy…
“Clutter is what happens when we fill a
page with things the user doesn’t care
about. Replace the useless stuff with links,
copy, and content the users really want,
and the page suddenly becomes
uncluttered.” – Rick Allen

18. Content strategy according to
Kristina
“Content strategy is the practice of
planning for the creation, delivery and
governance of useful, usable content.” –
Kristina Halvorson – Content Strategy for the Web

19. Do you need a
strategist?

20. Before you create your
strategy…
• Content /Inventory Audit
• Competitive Analysis
• User Behavior Research
• Audience Research
• Stakeholder Interviews
• User Testing on Current Content

21. A strategy can and will…
• Facilitate the understanding of audiences and produce
targeted content.
• Shepherd sustainable, assessable and teachable long-term
editorial plans.
• Reduce costs by streamlining and optimizing content, and
identifying and eliminating inessential publishing efforts.
• Maximize the value of existing content and content assets.
• Build a cross-channel communications narrative that
conciliates web content, print, social media and knowledge
management.
• Create realistic estimates and production calendars to help
avoid delays and resource/allocation misassumptions.

22. A strategy that governs and
questions… the content?
• Who owns
• What do we have, what’s missing?
• Who are we talking to, and how?
– Who are our audiences?
– How to we want then to feel?
• Where do we place our content and message, and how?
– Layouts, migration strategies, etc.
• How will the content be created and placed?
• How do content assets dynamically relate to one another?
• How to we keep everything organized?

23. Questions that build
relationships…
• What is your organization’s mission?
• What relationships do you want your visitors to have with
your organization?
• How can your web and social media outlets accomplish
this?
• How will your online relationships serve your
organizational goals?

24. A strategy focuses on
audience/persona…
Emotional/Feeling State
Being Psychology, Desires, Needs,
Stress Level.
Physical
Environment, physical Cognitive
activities, preferences, Doing Learning Education,
habits, disabilities, assumptions, learning
sensory stimuli. ability.

25. So many audiences, so little time…
Patients/Families
• New patients
• Families/patients in active treatment
• Families/patients post-treatment at various junctures in their
treatment
• Families whose loved ones did not survive

26. So many audiences, so little time…
Physicians
• Physicians likely to refer a patient
• Medical students
• Potential faculty/medical staff members
Researchers
• Faculty (Current & Potential), Postdoctoral Fellows (Current and
Potential), PhD Graduate Students (Current and Potential)

27. So many audiences, so little time…
Donors
Volunteer Groups
• Hospital Volunteers
• Advisory Councils
General public
Media
Government/Regulatory Agencies with influence on research and
medical practices
Elected officials (local and national)

28. A few things you should get out of your
strategy…
• Content Plan Development
• Prototypes and Wireframes
• Information Architecture
• Taxonomy and Metadata Plan
• CMS Customization and Workflow

29. A few things that will be easier to do with a
strategy…
• Content Writing
• Asset Production
• Video
Production
• Blog Strategy & Implementation
• Social Media Strategy

30. Including a social media
strategy…
Social Media Channels
Your Website
Tells multiple stories.
Tells the story.
Constantly refreshed.
Explain research advantages
and benefits. Immediately responsive to user
needs.
Builds trust and global credibility.
Conversation/dialogue based.
Online transactions/ conversions.
Shareable.
Research and education.
Distinct sub-personas/ characters
Helps audiences make and validate possible.
decisions.
Perpetuates relationship.

33. Maintaining with a strategy…
• Content Editorial Strategy
• Content Governance Plan
• Testing and Reporting
• Web Content Training/Workshops

34. A good strategy produces content that
is… • Created for and appropriate • Clear, consistent, concise and
for its specific audience follows web standards
• Understands the • Supported by IA and design
environment/experiential
• Governed/curated
framework around patient
needs • Tested, tested tested!
• Useful and usable • Sustainable within the
context of the organization
• Visitor-centric

35. Analyzing your content

36. Context of your
content
Often numbers do not speak as loudly
as they should because you are missing
one simple ingredient: context.
– Avinash Kaushik

37. Meaningless…
Do these numbers help you?

38. A bit better…

39. Quite helpful…
Analytics help identify and evaluate
content issues and provide insight
on how best to fix those issues.

40. Questions that you want to
know…
• Which content is driving patient inquiries or even volume?
• What is the best channel to communicate to
patients?(social media, mobile etc.)
• How do I know who is getting the message?
• How are people finding the content? (search, navigation,
direct)
• Is it relevant to them once they find it?

41. What is the meaning?
“Goals provide context and context
provides meaning.” – Rick Allen

42. Goals for your
content
• What do you want to accomplish with your
content?
– Increase patient volume
– Improve relationships
– Class and event sign-ups
– Improve donations
– Improve physician relations

43. Successful Web Presence
Measuring Success
Organizational
Outcomes
Contextual KPIs
Quantitative Analysis
Value to System
Industry Analysis
Qualitative Metrics
Subjective Opinions
Level of Web Assessment

44. What about search and content?

45. Can anyone find your great content…
• Is it search engine friendly?
– Some would say if it is search engine friendly it is
visitor friendly and vice versa.

46. A couple of questions to ask the tech
guys…
• What about your code?
– Do you have a consistent URL structure?
– Crawler friendly code?
– XML Sitemap?
– Are there broken links?
– Are redirects in place?

47. Can anyone find your great content…
• And your site’s architecture?
– Metadata
– Meaningful links
– Page relationships
– Alt tags

48. Does anyone want your content?
• Who is linking to your content from external sites?
– Building authority with credible sites
– Are they using the right anchor text?

49. Some Examples

57. Questions?
mdillingham@medtouch.com
@matt_dillingham
@medtouch