The tools for success: Leveraging content marketing to engage and inspirefor success

  • Published on
    22-Jan-2018

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  1. 1. The 7 Keys to Content Marketing Success @amandatodo
  2. 2. Amanda Todorovich Director of Content Marketing Cleveland Clinic @amandatodo
  3. 3. $6.2 billion enterprise
  4. 4. 43,000+ Caregivers
  5. 5. We Cannot Create Demand
  6. 6. Build a trusted brand: locally, regionally, nationally, globally.
  7. 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
  8. 8. @amandatodo
  9. 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. 10. You cannot be successful if you dont know what success looks like.
  11. 11. Steps to Measure Success
  12. 12. ROI?
  13. 13. Content Strategy Engage users in daily conversation using health, wellness and clinical content that is unique to Cleveland Clinic
  14. 14. 70% of marketers lack a consistent or integrated content strategy. (Altimeter) Document it. Stick to it.
  15. 15. Useful. Helpful. Relevant.
  16. 16. Color of Pee 4,076,189 views
  17. 17. #CCAnimalHouse15 Find Passionate People
  18. 18. Strength in Numbers
  19. 19. Each of us has a fire in our hearts for something. Its our goal in life to find it and keep it lit. Mary Lou Retton
  20. 20. Develop Your Distribution
  21. 21. Syndication & Amplification
  22. 22. Mine & Mind Data
  23. 23. Eat, Sleep & Breathe DATA Measure & test & test again Never be content
  24. 24. Communicate & Collaborate
  25. 25. Content is a Great Unifier Content Marketing Corporate Comm. Service Line Marketing Content
  26. 26. Be AGGRESSIVE
  27. 27. 150 Infographics in 2014
  28. 28. 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.
  29. 29. Milestones
  30. 30. @amandatodo
  31. 31. Brand Awareness
  32. 32. 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