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Tweeting, Blogging, SEO, and Strategy: Online Content Planning for Medical EditorsBrande 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 Spaceo What is Content Strategy?o Ways to Plan Online Contento Integrated Communication Strategies
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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)
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The Word is Out!: Content, Content Is Everywhere…
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The Changing Content Spaces
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The Traditional Role of a Medical Editor
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• Working for o news outlet (Reuters Health), o online medical journal (JAMA), oro 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
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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
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Content is King!: Content Strategy
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•Can user find the content?
What is the content that meets the audience’s needs?
Up-to-date contentEditorial Calendars
Content Owners/ Subject Matter Experts
Our Audiences
• Consumers • Patients• Healthcare Professionals
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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 yearSource: 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, 2012http://www.pewinternet.org/Reports/2013/Health-online.aspx
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• 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
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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?
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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!
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Keywordso 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 descriptiono Use Google Adwords
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http://searchengineland.com/guide/what-is-seo
Social Media Strategy
• Use Twitter or Facebooko promote content on your siteo encourage audience engagement
• How to do thiso Repurpose content from your site o Come up with questions on the topic that
engage readerso Use graphics/clever copywriting content
Goal: Drive audience back to the Web site
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Example: Cleveland Clinic Web site
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234 FB likes
Posted 4/17/2013
Example: Cleveland Clinic Facebook
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846 Likes346 Shares
Posted today 11/7/2013
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Example: Cleveland Clinic Twitter Feed
• Bloggingo Have doctor write a blog about the topico Have a patient write a blog telling a
personal story about the topic
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Source: http://thesparkreport.com/wp-content/uploads/2012/12/SparkReportHealthcareGraphicLarge.jpg
Example: Cleveland Clinic – Featured Expert Bloggers
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Informed Decision-Making for Content Plan
• Follow the trendso What topics are most popular <<stress>>o What are most common patient health
concerns, illnesses, conditionso What events are happening (breast
cancer awareness month, heart healthy month)
• Follow your best judgment• Assess competition (what are others
covering)
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• Work with your business intelligence, digital team, or Internet services team
• Assess and review your analytics (statistical trends)o Unique page viewso Conversion Goal Rates <<sign
ups/order>>o Referrer pages
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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
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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
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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
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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
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Tracking/Analytics
• Did you have good conversion with signs up for the newsletter?o Track for 3 months or more to get decent
trend
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• Never report standalone metric in your data trendsTrack at least 2 metrics for comparison o Goal Conversion o Visits
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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
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Resources
• Content Strategy for the Web by Kristina Halvorsonhttp://contentstrategy.com/
• Aha Media Group – Content Strategyhttp://www.ahamediagroup.com/index.html
• Search Engine Land: SEOhttp://searchengineland.com/guide/what-is-seo
• How to analyze, interpret and report data trends in Google Analyticshttp://www.seotakeaways.com/analyze-interpret-report-data-trends-google-analytics/
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QUESTIONS?THANK YOU
Follow me on Twitter: @brandemartin
Email: brandemartin229@gmail.com
Website: http://brandemartin.com
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