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