Breaking Through the ClutterTo Inform Your AudienceCelgene Patient’s Partner WebinarApril 21, 2016

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About Hans Kaspersetz

• Founder & President of Arteric, 1999-now

• Celgene Patient Partner Presenter, 2015• MM&M Judge, 2014, 2015, and 2016• Raven Tools Product Advisor, 2012-now• Authority Labs Product Advisor, 2013-

now• MODX Ambassador, 2012-now• Director of New York PHP, 2004-now• PHP Quebec Invited Speaker, 2005

+1-201-558-7929arteric.comTwitter: @hanskaspersetzhttp://www.linkedin.com/in/hanskaspersetz

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Arteric

Arteric is a next-generation healthcare communication enterprise focused on translating genuine customer insights into fresh solutions for advocacy’s most significant communication challenges

Our MissionExplore the boundaries of the possible, and create life-changing experiences through feature-rich, defect-free software that works everywhere and every time.

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Our Mission Today

Inspire you to make the hard & necessary decisions that will drive your organization to cut through the clutter and help more people.

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We Face Common Challenges & Opportunities

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Audience Reach & Budget Are the Common Challenges

Are there better ways to find us?

…we have trouble breaking through to our audience via

organic search…

…making our extensive content searchable and clear…

Breaking through the clutter.Consistently engaging

our audience.

There is already so much information out there…, it can

be challenging to stand out.

…with a limited budget, what can we do to improve our reach?

…with a limited budget, how can we compete with better-

funded competitors?

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Crowded Landscape: 40MM Disease Advocacy Search Results

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Massive Opportunity: ~60B Health-related Searches Per Year

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1. http://www.internetlivestats.com/google-search-statistics/2. https://googleblog.blogspot.com/2015/02/health-info-knowledge-graph.html

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of smartphone owners ages 16-29 have looked up health information on their phones within the past year. The number drops to 62% for other age ranges.1

68% of US adults have a smartphone.2

Majority of People Search for Health Information Online

1. http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/2. http://www.pewinternet.org/2015/10/29/technology-device-ownership-2015/

75%

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of smartphone users agree that when conducting a search on their smartphones, they look for the most relevant information regardless of the company providing the information1

Competing Against Almost Everyone

1. Consumers in the Micro-Moment, Wave 3, Google/Ipsos, US., August 2015, n=1,291 online smartphone users 18+.

65%

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Our Common Solution IsContent Marketing

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Defining the Strategy

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive… [audience] action.

Source: http://contentmarketinginstitute.com/what-is-content-marketing/

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Content Marketing’s Growth

Source: https://www.google.com/trends/explore#q=%2Fm%2F03qj473

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Prevalence of Content Marketing Strategy

25% of nonprofits have a documented content strategy.

34% have a verbal-only content marketing strategy.

Arteric has found that our clients who invest in and maintain a documented content strategy that integrates content reusability are more effective across all channels.

They enjoy increased engagement in social channels, via e-mail, and on their Web sites.

Unsure

16%

Yes, and it is documented25%

Yes, but it is not documented34%

No24%

N/A1%

Source: 2016 Nonprofit Content Marketing Trends—North America: Content Marketing Institute/Blackbaud/

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Nonprofit Content Marketing Maturity

Nonprofit Marketers’ Self-Assessment of Their Content Marketing Maturity

In general, effectiveness levels are greater among marketers whose organizations have higher levels of content marketing maturity. Among those reported being the most effective:• 55% were in the

sophisticated/mature phase• 26% were in the adolescent phase• 12% were in the young/first steps

phase

SOPHISTICATEDProviding accurate measurement to the business, scaling across the organization

MATUREFinding success, yet challenged with integration across the organization

ADOLESCENTHave developed a business case, seeing early success, becoming more sophisticated w/measurement scaling

YOUNGGrowing pains, challenged with creative cohesive strategy and a measurement plan

FIRST STEPSDoing some aspects of content, but have not yet begun to make content marketing a process

Source: 2016 Nonprofit Content Marketing Trends—North America: Content Marketing Institute/Blackbaud/

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Goal & KPI Misalignment May Be a Challenge

82% of nonprofits rated Engagement as the most important goal for their content marketing efforts, outranking Fundraising.

However, 84% of nonprofits rated Increased Fundraising as their most important metric for measuring success of their content marketing.

The mismatch between KPIs and goals may indicate a misalignment within organizations.

Is your organization aligned?

Engagement

Brand Awareness

Constituent Retention/Loyalty

Fundraising

Constituent Acquisition

Advocacy

Lead Nurturing

Lead Generation

Progam Delivery

Sales

Volunteer Recruitment

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Source: 2016 Nonprofit Content Marketing Trends—North America: Content Marketing Institute/Blackbaud/

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Prevalence of Editorial Mission Statement

Percentage of Nonprofit Marketers Who Have an Editorial Mission Statement

Yes, and it is doc-umented

30%

Yes, but it is not documented

23%

No32%

Unsure15% 30% Have a Documented

Editorial Mission StatementAmong the most effective nonprofit marketers:• 42% have a documented

content marketing strategy• 42% have a documented

editorial mission statement

Source: 2016 Nonprofit Content Marketing Trends—North America: Content Marketing Institute/Blackbaud/

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Editorial Mission Statement Example

Digital Photography School’s Editorial Mission

“Welcome to Digital Photography School – a website with simple tips to help digital camera owners get the most out of their cameras.”

The Editorial Mission Must Govern:

• Target Audience – type of person you can help most with your content

• Deliverables to the Audience – types of information you will provide through your content (how your story is different)

• Desired Outcome for the Audience – things your audience will be able to do once they have consumed your content (what’s in it for your audience)

Source: http://contentmarketinginstitute.com/2015/10/statement-content-marketing/

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Editorial Mission Drives Content

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Structured, well-organized long-form content achieves rank. Content that comprehensively answers relevant questions or helps visitors perform a task will draw attention and perform.

Longer content has become the standard for top-ranking Web sites.

Rich Content Informs Users & Ranks

Source: Searchmetrics – Search Ranking Factors and Rank Correlations - Google US, 2015

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What Rich, Structured Content Looks Like

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Holistic, comprehensive, relevant content appears to be a key driver for ranking.

Data indicates that top sites do not always include the keywords in the body of the page for targeted searches.

Focus on the meaning and relevance, not the keywords.

Relevance Matters More Than Keywords

Source: Searchmetrics – Search Ranking Factors and Rank Correlations - Google US, 2015

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Proof terms are important signals of content relevance and semantic density.

If my primary keyword is Stage 1 Melanoma, the proof terms could be skin, dermatologist, or mole.

Focusing on a semantically rich description of the disease should be a priority.

Relevance Matters More Than Keywords (Cont’d)

Source: Searchmetrics – Search Ranking Factors and Rank Correlations - Google US, 2015

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Relevant terms are semantically more distant relatives to the primary keyword. Relevant terms are signals of highly holistic content.

If my primary keyword is Stage 1 Melanoma, the relevant terms may be treatment, diagnosis, prognosis, or clinical trial.

Relevance Matters More Than Keywords (Cont’d)

Source: Searchmetrics – Search Ranking Factors and Rank Correlations - Google US 2015

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Visitors must be able to read and comprehend your content.

Content producers & marketers are becoming more sophisticated, and readability has improved.

Advocacy organizations must focus on structure, style, and ease of reading.

Ease of Access Is Crucial

Source: Searchmetrics – Search Ranking Factors and Rank Correlations - Google US, 2015

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How to Check Readability in Microsoft Word

Press Release for New Biotech Hire

Twinkle Twinkle Little Star

MS Word How-to: https://support.office.com/en-US/article/test-your-document-s-readability-85b4969e-e80a-4777-8dd3-f7fc3c8b3fd2

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Let’s Make This Practical

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The Spectrum of Content Marketing Strategies

Small Budgets• Strategy is planned and executed by

part-time internal staff• Focus is on creating limited high-

impact assets• Internal publishing is limited; staff

curates content from larger sources to create a unique perspective on disease and treatment

• Staff identifies a large network of publishers, from which to draw content

• Strategy, mission, and analytics are reviewed twice per year

Big Budgets• Strategy planned and executed by full-

time staff with support from outside experts.

• Focus is on creating frequent, semantically dense, long-form content

• Multi-month publishing plan w/multiple items in varying stages of development

• Long-form publishing with 2x+ weekly social posts, linking, and offline events

• Reviews:• Monthly: strategy & mission alignment • Semiweekly: analytics and KPIs• Weekly: publication plan &

executables

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Steps to Cut Through the Clutter: Get Focused!

1. Align & document your corporate mission.2. Document a content marketing strategy & editorial mission statement; align the editorial

mission with your corporate mission.3. Enumerate KPIs that align with your corporate and editorial mission statements.4. Set a budget that is sufficient to achieve your corporate and editorial missions. If you don’t

have enough budget, scale back your goals and expectations. Be honest!5. Inventory your existing content and ensure alignment with the editorial mission statement.

Burn content that is not closely aligned. Invest in upgrading content that is highly aligned.6. Create a publication plan to support your editorial mission. Execute on the publication plan.

Focus on high-quality content that can be reused across channels.7. Meet on a weekly or semiweekly basis to monitor progress on the publication plan and KPIs.8. Adjust the publication plan to remain aligned with the editorial mission throughout the year.9. Stop doing what doesn’t work and double down on the most effective content.

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Take Aways

• Visitors and search engines are becoming more sophisticated.• There is an imperative to improve the quality and density of content, if you want

to break through the clutter. You have to be measurably better than your competitors and have a plan for promoting your content.

• The most direct route to improving your content is to develop and document an editorial mission and a content strategy. Then, develop and execute a persistent plan to implement that strategy over time. Invest here first! Don’t create anymore content until you have a plan!

• Often, less is more. If the content doesn’t fit into the content strategy and editorial mission, burn it.

• Focus your resources on improving the quality and density of the content that most closely aligns with the needs of your primary target audience.

• Create budgetary alignment between your corporate and editorial mission.Establish KPIs that are relevant and accurately measure progress on your documented goals.

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Bonus Feature

Check out the AIM at Melanoma case study!http://arteric.com/case-studies/patient-advocacy-web-site-redesign.html

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Contact Me!

Hans Kaspersetz

Twitter: @hanskaspersetzOffice: 201-558-7929www.arteric.comwww.linkedin.com/in/hanskaspersetz