Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag

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Hospital Industry Lab

Ahava LeibtagPresidentAha Media Group

Amanda Todorovich,

Digital EngagementCleveland Clinic

@amandatodo

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Today1. Meet your tour guides2. Planning your Content3. Challenges in Content Creation4. Publish your Content5. Distribute your Content6. Analyze your Content7. Govern your Content

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Meet your tour guides

#CMWorld#CMWHospitals 4

Ahava Leibtag• Author of The Digital Crown• Owner of 11-person content firm, Aha Media Group • 9 years in healthcare

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Amanda Todorovich• 15 years in

“storytelling”– 10+ years in

healthcare• Blogs, social media,

email

@amandatodo


About Cleveland Clinic

• No 2 most visited hospital site in the country (driven mostly by content) with 80-90 million visits in 2014

• More than $204 million in annual revenue from appointments made via leads from ClevelandClinic.org in 2013

• No. 1 most visited hospital blog with 2.5+ million visits a month

• 1 million+ Facebook fans (only St. Jude’s has more)

• 250K+ Twitter followers (only Mayo has more)

• Named one of 140 Twitter feeds to follow in 2014 by TIME magazine

• No. 1 in Linkedin followers among hospitals

• 15+ email newsletters with a combined distribution of 250K+ a month. Flagship Be Well newsletter has a 55K distribution list.

• 130 active paid search campaigns (using treatment guide content) that generate more than $32 million in revenue yearly and an ROI of 24-to-1.

• No. 2 in the industry in organic search traffic with a projected 38 million in organic search visits in 2014

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Planning your Content

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What is content?


Content is a conversation.


Content Strategy: Two Parts

External Messaging • To whom are you talking? • Who are you? • What are you trying to say? • How do you say it? • When and where do you

say it?

Internal Workflow


External MessagingExternal Messaging Questions

• To whom are you speaking?

• Who are you? • What are you trying to

say? • How do you say it? • When and where do you

say it?

Content Strategy Tools• Personas

• Identity Pillars

• Messaging Architecture

• Voice/Tone

• Editorial Calendar

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The Lifecycle of Content Strategy

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Plan1. Discovery:

• Auditing: What are our current assets?• Stakeholder Interviews: What do people both outside

and inside the organization think?• Analysis: What’s the business case? What are we trying

to accomplish?2. Answering the 5 Essential Questions3. Define Workflow


Discovery1. Content Auditing2. Stakeholder Interviews3. Analysis


Content Audits


Stakeholder Interviews

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Content must:• Align with business objectives• Support users in accomplishing tasks

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Business Goals

User Tasks


Business

Goals

User Tasks


Business

Goals

User Tasks

The Sweet Spot


Analysis:How do we want our brand to be perceived in this conversation?


External MessagingExternal Messaging Questions

• To whom are you speaking?

• Who are you? • What are you trying to

say? • How do you say it? • When and where do you

say it?

Content Strategy Tools• Personas

• Identity Pillars

• Messaging Architecture

• Voice/Tone

• Editorial Calendar


What are the business objectives?


5-Step Methodology• Personas• Identity Pillars• Messaging Architecture• Voice/Tone• Editorial Calendar


#1Personas =

To whom are we speaking?


Judy, Jen & Taylor


“Jen's kids have had a few cases of strep this past year so she's reading up on natural strep throat treatments.”

“Judy's husband has gout so she tries to learn all she can about it.”





#2Identity Pillars =

Who are we?


Identity Pillars• Who are we as a brand?• What do people think of us currently?• How do we want to shift that

perception?








Identity PillarsCurrent Identity Pillars Future Identity Pillars




CHEAP



CHEAP AFFORDABLE


#3Messaging Architecture=

What are we trying to say?


Messaging Architecture• How do our identity pillars map from

a business and patient/family perspective?

• How are we representing those ideas?

• What are our messages that reinforce the identity pillars?


Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging

CHEAP



CHEAP AFFORDABLE



CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.



CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.

• Our prices are consistently 20% lower than other retail chains.

• Robust coupon program



CHEAP AFFORDABLE35 You can find the products you

want, at the price you are looking for.

• Our prices are consistently 20% lower than other retail chains.

• Robust coupon program


#4Voice and Tone=

How do we say it?


Define Voice


VoiceWe are:

sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient


VoiceWe are:



VoiceWe are:



VoiceWe are:





Come here right now.


Define Tone

Yes: Sound like <example>

No!: Sounds like <example>





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Useful, helpful not preachy, friendly,

conversational, credible, human, innovative, leader,

high-tech, high-touch, patients first.

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Who will do all this work?

Requesters

Providers

Creators

Reviewers

Approvers

Publishers



Challenges in Content Creation: Q&A


Publish your Content


Technical Considerations• Information architecture• Taxonomy• Metadata/Schema• XML/DITA• CMS• SEO


Build a Home


Team Approach


Two ModelsHealth Hub• Dedicated team• One person scheduling

and publishing content

ConsultQD• Dispersed across

marketing• Many people

scheduling and publishing content


Publishing Calendar



Align Tools with Objectives

• CMS– WordPress for HealthHub & ConsultQD– .org just moved from MOSS to SiteCore

• Analytics• Templates & submission forms• Engagement Tools– Atomic Reach



Think about Formats


• Articles• Listicles• Slideshows• Videos• Infographics• Quizzes


Distribute your Content


Maximize the investment.












Physician Audience Mystery





Analyze your Content


Don’t “go from the gut.”


Which did better?


Mine the Data. Mind the Data.


• Pick a metric that determines success.

• Use tools that give you actionable information.

• Actually look at the data.– Review as a team.– Identify themes and trends.


Avoid Auto-Pilot Mode• It’s dangerous.• Free-falling. Blind.• No idea where you’ll land.





2014 YTD


2014 YTD


Embrace the numbers.Make changes.Test things.Make more changes.


Govern your Content


CONSISTENCY


What is content governance?

Content governance is the day-to-day detailed management of content delivery and style, as well as the long-term execution of content strategy tactics.


Content governance• Determines priorities• Provides detailed guidelines and standards

on how content should look, behave, and interact with customers

• Assigns ownership to people within the organization so they can make strategic decisions about content




Why content governance?

• Creates a consistent customer experiences across channels

• Avoids content bloat• Sets internal organizational controls


Consistent User Experience Across Channels


Avoid Content Bloat


Set Internal Organizational Controls


Questions?

Healthcare

Content Strategy Secrets from the Cleveland Clinic's Health Hub and Ahava Leibtag