Date post: | 21-Oct-2014 |
Category: |
Technology |
View: | 899 times |
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Four Pillars of Online Marketing
Web Site• Tell the story
• Explain advantages and benefits
• Build trust
Self Service• Cement loyalty
• Lower operational costs
• Improve process
• Empower clinicians
Social/Mobile • Always
accessible
• Immediate response
• 1-to-1 dialog with hundreds watching
Search• Reach new
patients
• Build a following
• Increase relevance
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.
According to Wikipedia…
• 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.
According to Angie…
• Social media
• Search
• Metrics and analytics
• Mobile
• Behavioral targeting
• Personas
and everything revolves around contentv
• Good content:
– Builds trust with physicians and patients
– Explains advantages and benefits
– Differentiates you from your competition
– Sparks interest
– Builds relationships
– Increases patient volume…
Why should it matter to you?
Tell Specific StoriesProvide
Education for Families
Create a cross-channel narrative
Streamline, optimize content
for web and search
Build Trust and CredibilityEstablish Expertise
Build Patient Relationships and Dialogue
Enhance reputation for
responding
Increase Referrals
Attract and Maintain Clinical
TalentImprove
visit/stays for familiesIncrease
Employee MoraleCreate
Efficiencies
What content can do…
• Political
• Hard to manage
• Expensive to maintain
• Takes a lot time and resources
• Not always a priority
• Boring…
because content is…
“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
And one more reason you need a strategy…
“Content strategy is the practice of planning for the creation, delivery and governance of useful, usable content.” – Kristina Halvorson – Content Strategy for the Web
Content strategy according to Kristina
• Content /Inventory Audit
• Competitive Analysis
• User Behavior Research
• Audience Research
• Stakeholder Interviews
• User Testing on Current Content
Before you create your strategy…
• 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.
A strategy can and will…
• Who owns the content?
• 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?
A strategy that governs and questions…
• 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?
Questions that build relationships…
Being
Learning
Doing
Emotional/Feeling StatePsychology, Desires, Needs, Stress Level.
CognitiveEducation, assumptions, learning ability.
PhysicalEnvironment, physical activities, preferences, habits, disabilities, sensory stimuli.
A strategy focuses on audience/persona…
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
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)
So many audiences, so little time…
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)
• Content Plan Development
• Prototypes and Wireframes
• Information Architecture
• Taxonomy and Metadata Plan
• CMS Customization and Workflow
A few things you should get out of your strategy…
• Content Writing
• Asset Production
• VideoProduction
• Blog Strategy & Implementation
• Social Media Strategy
A few things that will be easier to do with a strategy…
Your WebsiteTells the story.
Explain research advantages and benefits.
Builds trust and global credibility.Online transactions/ conversions.
Research and education.Helps audiences make and validate
decisions.
Social Media Channels
Tells multiple stories.Constantly refreshed.
Immediately responsive to user needs.
Conversation/dialogue based.Shareable.
Distinct sub-personas/ characters possible.
Perpetuates relationship.
Including a social media strategy…
• Content Editorial Strategy
• Content Governance Plan
• Testing and Reporting
• Web Content Training/Workshops
Maintaining with a strategy…
• Created for and appropriate for its specific audience
• Understands the environment/experiential framework around patient needs
• Useful and usable
• Visitor-centric
A good strategy produces content that is…
• Clear, consistent, concise and follows web standards
• Supported by IA and design
• Governed/curated
• Tested, tested tested!
• Sustainable within the context of the organization
Often numbers do not speak as loudly as they should because you are missing one simple ingredient: context. – Avinash Kaushik
Context of your content
Quite helpful…
Analytics help identify and evaluate content issues and provide insighton how best to fix those issues.
• 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?
Questions that you want to know…
• What do you want to accomplish with your content?
– Increase patient volume
– Improve relationships
– Class and event sign-ups
– Improve donations
– Improve physician relations
Goals for your content
Successful Web Presence
Quantitative Analysis
Level of Web Assessment
Valu
e to
Sys
tem
Qualitative Metrics
Industry Analysis
Contextual KPIs
Organizational Outcomes
Subjective Opinions
Measuring Success
• Is it search engine friendly?
– Some would say if it is search engine friendly it is visitor friendly and vice versa.
Can anyone find your great content…
• What about your code?
– Do you have a consistent URL structure?
– Crawler friendly code?
– XML Sitemap?
– Are there broken links?
– Are redirects in place?
A couple of questions to ask the tech guys…
• And your site’s architecture?
– Metadata
– Meaningful links
– Page relationships
– Alt tags
Can anyone find your great content…
• Who is linking to your content from external sites?
– Building authority with credible sites
– Are they using the right anchor text?
Does anyone want your content?