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
|
 |
| Source: Google & HIMSS Analytics |
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
|
 |
| 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.
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.