Wednesday, April 12, 2017

70+ Bits of Wisdom on Healthcare Content Creation from HITMC Event

healthcare content marketing tips and ideas hitmc hitsm
Summary: This post provides info on the importance of having a content strategy, the different types of content, using subject matter experts as sources of content, tips on content messaging, and the growing importance of video.

Last week’s Healthcare IT Marketing Conference event generated a lot good insight, opinions, tips and ideas on the subject of marketing healthcare technology products and services. As noted in my previous post, I sifted through hundreds of tweets containing the #HITMC hashtag to pull out what I think may be useful to those operating in the healthcare IT space.

In this first post of what will be a total of seven posts, I’m sharing the tweets related to content creation. Be sure to check out the following posts for more gems from the HITMC event. And consider following me on Twitter for more information about healthcare data, technology, services and more.

Also, come join the #HITsm chat this Friday, April 14th, 2017 at 9:00am PST where the theme will be Healthcare Content Creation for Audience Economy.

Importance of a Content Strategy

Tweet
Handle
75% of the most successful marketers document their content strategy. 
@liz_carroll24
The research proves that you NEED #contentstrategy at your company: https://t.co/qf6oZcnDXp
@sarahdavelaar
For a content strategy, start by asking what do we want the world to know about us?
@ariamarketing
Interesting, in #UX we focus on fixing for unengaged users. In #marketing we encourage engaged users. #contentstrategy has to do both
@marsinthestars
Bottom up strategy- take "what I want to do" and switch it to "what CAN I do" 
@emlsnyder
@halvorson is a person to know if you are doing #contentstrategy https://t.co/I2FXlFxcUM   
@sarahdavelaar
Need a place to start with your #contentstrategy? Try this template https://t.co/miadF5wKj5
@sarahdavelaar
Great content strategy session with the amazing @SarahDavelaar We share the best name and job functions :) #strategicsarahs
@sarahbennight
OMG SO true!! Work starts after you hit publish!  https://t.co/Ht698tLJEV  
@rn_solutions
Yet only 36% actually document their #contentstrategy. So, what are the rest of us doing?
@sarahdavelaar



videos drive buyers to take action
Source: Google & HIMSS Analytics
If Content is King, what's the Queen?

Tweet
Handle
.@BillGates coined the term "Content is king" in 1996 (crazy, right!?). Read the essay here: https://t.co/Q0QMQ9xoec
@sarahdavelaar
Demonstrating leadership vs claiming it: "content is king" - engage all employees in your efforts
@galenhealthcare
When content is truly educational and interesting I'll read it. If content is thinly veiled brochure, I'll skip it
@colin_hung
I like to read content that is truly educational, not a catchy title with a bunch of product info
@sarahbennight
I mean, regular content w/catchy bylines from a trusted resource will go a long way.
@brian_eastwood
Be sure to differentiate yourself from your competitor when marketing. How are we better?
@erinewold
#Amplify content: find out what is working and focus on that https://t.co/vZPwb5xcQN  
@galenhealthcare
Position your content -> Engage with customers -> Results https://t.co/AWCl0eXOta  
@galenhealthcare
It's all about trust when building content. 
@agencyten22
From @Hubspot - 51% of B2B marketers prioritized creating visual content assets in 2016
@carolflagg
Too much content can overwhelm your customer. Help them get there without getting lost.
@sarahbennight
Talking content marketing - Have you used research in your content marketing?
@hitmarketingpr
Put data and facts out there vs. fluff and buzzwords. Reporters will appreciate
@amyinmaine
Bring it back to humanity. How does the info impact care/patients? Don't just focus on IT
@mmorris135
Create a "Trend-Jacking" calendar for non-traditional, counter-intuitive topics to for original content dvlp.
@bfmack
Learning about how to get great case studies without pulling teeth.
@rn_solutions

how to amplify your healthcare content
Tips for Content Amplification - Courtesy Galen Healthcare

Subject Matter Experts & Thought Leaders

Tweet
Handle
My old employers increasingly use "expert content." Challenge is that they want regular contributions vs. one-off content.
@brian_eastwood
Find the subject matter experts in your company to help create "non-sales" sales content.
@Sarahbennight
Don't be afraid to go outside of your department to find a SME that can help you with content 
@ariamarketing
Thought leadership scares the crap out of permissions-based organizations …
@cslocumb
Does your Marketing team have a Clinician's perspective? Clinicians can communicate your value and understand your audience needs.
@rn_solutions
Look for agency expertise that fills internal #mktg talent gaps
@jslentzclifton
Accessibility to support staff, responsiveness and agility are important factors in deciding on a #HealthIT vendor Dr Hoer
@colin_hung
Panel - #Startup vendor knowledge of problem, management expertise, funding & early use cases help get 1st sale.
@amyinmaine
Don't forget to interview your own internal thought leaders when developing new programs 
@colin_hung
Best ways to buy time in an interview: "Let me think about that", "That's a good Q", "That's a tricky one", "Can you repeat?"
@colin_hung
Another reminder today that you get invited to speak on a panel to share your expertise but you say yes to learn from others.
@thedocsmitty

Messaging – Round Up the Weeds

Tweet
Handle
Your brand message should always be at the core of your marketing content.
@nxtlvlbranding
How do you know you have the right message for the right audience?
@erinewold
If there is distrust, our messages may never even be processed by our audience
@sarahbennight
@jslentzclifton says have a call to action, even "Follow us on Twitter" to connect #ContentMarketing to #Leadgeneration 
@amyinmaine
Don't just say, Healthcare can be like Disney! You need to dissect what's working and present more methodically.
@stacygoebel
Get rid of "Verbal Fillers" - like, actually, a lot, so...You can't edit these mid-sentence fillers out in post. Don't overuse.
@colin_hung
Tips for pruning Verbal Weeds: Practice your speech. Become comfortable with silence. Learn your material 
@colin_hung
Get your kids to help prune your Verbal Weeds. Practice speech in front of them & give'em $1 every time u say "Uh" "Um" 
@colin_hung
Show this video to your exec if you get pushback on pruning out their Verbal Weeds https://t.co/IoKvnonjW1
@colin_hung

Direct Messages – Who Likes Them?

Tweet
Handle
Love that, obnoxious auto DM's equal an unfollow penalty
@stuckonsw
So those DM's that say "thanks for the follow now buy my stuff" are frowned upon? #MemoToTwitter https://t.co/erdifzvYKP  
@stuckonsw
Even better are the ones that say "I know most people don't like robots, but this automated DM isn't like that" <sigh>
@colin_hung
That would be a big YES! Actually, any automatic DMs cause me to frown.
@korytellers
Personality + content prefs: Analytic=body copy Assertive=headlines Expressive=illustrations Amiable=logos
@jslentzclifton

Types of Content -  Owned, Earned, Paid, Sponsored, Organic, Huh?

Tweet
Handle
Recognize top-performing content types and drive everything toward that it to shorten the funnel.
@marsinthestars
For quality content, go niche, be specific. Do more or do better or both.
@chints2
Sponsored content...will it replace earned media and #PR as we know it?
@amyinmaine
I don't get to do true media relations anymore. When I do, the sponsored content side of the business calls me to buy.
@amyinmaine
Good talk re blurred line of editorial vs sponsored content. There are pubs that've "given up on notion of journalism" says @nversel
@ssfraser
Pipeline of ghostwritten content? Multi-part serieseses? Email interviews? Those were my tricks at least.
@brian_eastwood
@techguy's advice to small #healthIT companies trying to gain a media presence? Sponsored content helps open doors 
@ssfraser
Are there any true "reporters" any more when the focus seems to be moving toward sponsored content?
@david_c_clifton
That, fundamentally, is the difference between EARNED media and PAID content. https://t.co/4d8t4hEgar  
@bfmack

Importance of Video

Tweet
Handle
Live from #HITMC: 62% of viewers contact a vendor after viewing a video online.
@cslocumb
Personalized videos drive #HIT buyers to take action. via @CSlocumb at #HITMC.
@cqmarketing
Value of videos 4 #HC #marketing? Our friend @CSlocumb shares the proof of concept stats @ https://t.co/DGZDSbmDkz  
@ander_inter
If all else fails, put in babies, kids, or pets for a personal connection. Does this explain the success of cat videos?
@mi_turnaround
Live from #HITMC: Personalized videos drive #HIT buyers to take action. https://t.co/hBKnx2MTg9  
@cslocumb
Great tip from @charbertos - gate a video 5min in vs right at start. Gives viewer chance to engage & evaluate value/relevance.
@colin_hung
Building Brand Differentiation Using Facebook Live Video with @mdeiner
@bumblepr

Repurposing Content

Tweet
Handle
Value of earned media dropped a lot as "story" has been replaced with "rewritten press release" or "repurposed from elsewhere."
@brian_eastwood
Enjoying content re-use session by @carolflagg at #HITMC Extend your blogs with podcasts and video
@colin_hung
Repurpose content to MP3 format to create on demand and downloadable content
@hitechanswers
From @Hubspot - 51% of B2B marketers prioritized creating visual content assets in 2016 
@hitechanswers
Yes! Repurpose content w/ a #podcast. 
@jaredpiano

Share Your Insight!


Come join the #HITsm chat this Friday, April 14th, 2017 at 9:00am PST and share your insight.

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