The tools for success: Leveraging content marketing to engage and inspirefor success
- 1. The 7 Keys to Content Marketing Success
@amandatodo
- 7. Launching Health Hub
• Goal: re-purpose existing offline content
• Basic blog format/style
– Integrated existing Heart & Vascular blog
• Traffic would come from search
• Live April 2012
- 9. 1. Define Success
2. Document & Adhere to a Content
Strategy
3. Find Passionate People
4. Develop Your Distribution
5. Mine & Mind Data
6. Communicate & Collaborate
7. Be Aggressive
@amandatodo
- 10. You cannot be successful if you don’t
know what success looks like.
- 14. 70% of marketers lack a consistent or
integrated content strategy. (Altimeter)
Document it. Stick to it.
- 20. “Each of us has a fire in our hearts for something.
It’s our goal in life to find it and keep it lit.”
– Mary Lou Retton
- 25. Eat, Sleep & Breathe DATA
• Measure & test & test again
• Never be content
- 27. Content is a
Great Unifier
Content
Marketing
Corporate
Comm.
Service Line
Marketing
Content
- 31. Paul Matsen, CMO
“The work of our Health Essentials team plays a critical role in building
the national reputation of the Cleveland Clinic. Our unique and
engaging content helps to make digital communications the leading
source of new awareness for the Clinic. Leveraging Health Essentials as
a communications platform has become a core strategy for our brand
and individual service lines. The creativity and integrated thinking of
our Content Marketing team has been a key driver of our success.”
- 36. 1. Define Success
2. Document & Adhere to a Content
Strategy
3. Find Passionate People
4. Develop Your Distribution
5. Mine & Mind Data
6. Communicate & Collaborate
7. Be Aggressive
@amandatodo
Editor's Notes
- Want to tweak this. Get image in right size and change text box to CMWorld orange color.
- Want to tweak this. Get image in right size and change text box to CMWorld orange color.
- Goal is brand awareness.
- Started by using BeWell.
Scrambling for content.
Build it & they will come.
- This is our strategy. It’s about creating engagement and conversation with our own unique content, created and not curated.
People gravitate to brands that are helping them.
Brands are like our friends. We want the experiences to be consistent and fun. Walk away from interactions feeling good.
Content is used to build relationships.
We cannot create demand.
- We ended 2013 with this stellar piece of content that still stands as our most visited post of all-time.
- New agency.
Responsive design.
New navigation.
More categories.
Better search.
ADVERTISING!