Measuring your Content Strategy
-
Upload
aha-media-group -
Category
Healthcare
-
view
90 -
download
1
description
Transcript of Measuring your Content Strategy
![Page 1: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/1.jpg)
@ahavaL #HCMPS14
Measuring your Content Strategy
Margo WhislerManager, Digital Content StrategySeattle Children’s
Hospital
Ahava LeibtagPresident
Aha Media Group
![Page 2: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/2.jpg)
@ahavaL #HCMPS14
Seattle Children’sSeattle Children’s Hospital (Seattle Children’s) specializes in treating children from infancy through young adulthood. For more than 100 years, they have been providing top-quality care to children. Through the collaboration of physicians in nearly 60 pediatric subspecialties, they provide inpatient, outpatient, diagnostic, surgical, rehabilitative, behavioral, emergency and outreach services. Seattle Children’s is consistently ranked among the nation’s best children’s hospitals by U.S. News & World Report magazine.
![Page 3: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/3.jpg)
@ahavaL #HCMPS14
Focus Programs• Cancer and Blood Disorders Center• Craniofacial Center• Gastroenterology and Hepatology• Heart Center• Neonatology• Neurosurgery• Orthopedics and Sports Medicine• Pediatric Surgery (includes Reconstructive Pelvic Medicine)• Psychiatry & Behavioral Medicine and Autism Center• Transplant Center
![Page 4: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/4.jpg)
@ahavaL #HCMPS14
The Goal
The goal was to create a content strategy that would work for all the
focus programs.
![Page 5: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/5.jpg)
@ahavaL #HCMPS14
Today• Background• Challenges• Research• Process• Findings
![Page 6: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/6.jpg)
BACKGROUND
@ahavaL @margowhisler #HCMPS14
![Page 7: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/7.jpg)
@ahavaL #HCMPS14
Content is a conversation.
![Page 8: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/8.jpg)
@ahavaL #HCMPS14
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
![Page 9: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/9.jpg)
@ahavaL #HCMPS14
Content Strategy Answers
External 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
![Page 10: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/10.jpg)
@ahavaL #HCMPS14
CHALLENGES
![Page 11: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/11.jpg)
@ahavaL #HCMPS14
Challenge #1How to communicate the concept
and value of multidisciplinary?The multidisciplinary nature of our
work and why its beneficial to patients and families sometimes gets lost
![Page 12: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/12.jpg)
@ahavaL #HCMPS14
Challenge #2What does pediatric really mean
and why does it matter?How can we emphasize the importance
of a pediatric hospital and research institute?
![Page 13: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/13.jpg)
@ahavaL #HCMPS14
Challenge #3
Too wordy and not patient-focusedKey messages are getting lost in too much text that were not speaking to
the end-user
![Page 14: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/14.jpg)
@ahavaL #HCMPS14
Challenge #4Lack of Clear Direction
Current content lacks clarity around how you get an appointment(do you need a referral, can you just come?)
![Page 15: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/15.jpg)
@ahavaL #HCMPS14
Challenge #5
Swimming in DataHow do we use all this data to create a coherent, relevant content strategy?
![Page 16: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/16.jpg)
@ahavaL #HCMPS14
Lycra® Content Strategy: Goals
How do we:1. Design and create a content strategy for 10 different
specialties (focus programs)focused on the end-user?2. Create a consistent information architecture so we
don’t have to keep designing templates?3. Make sure we are consistent in overall messaging?4. Plan for and measure KPIs (Key Performance
Indicators) to evaluate and tune content strategy implementation?
![Page 17: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/17.jpg)
@ahavaL #HCMPS14
RESEARCH
![Page 18: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/18.jpg)
@ahavaL #HCMPS14
Our Approach
Establish Content
Governance
Content Analysis
Content Creation
Establishing workflows
Content Planning
• Persona Development
• Messaging Architecture
• Identity Pillar Identification
Build business
case
Content AuditingDiscovery
![Page 19: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/19.jpg)
@ahavaL #HCMPS14
Discovery1. Content Auditing2. Stakeholder Interviews3. Analysis
![Page 20: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/20.jpg)
@ahavaL #HCMPS14
Content Audits
![Page 21: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/21.jpg)
@ahavaL #HCMPS14
Stakeholder Interviews• Interviewed 12 key stakeholders over
the course of 11 days• 5 marketing & communications staff
members participated in some interviews
![Page 22: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/22.jpg)
@ahavaL #HCMPS14
Discovery Included• Reviewed and analyzed:
– Surveys of Parents and Referring Physicians– Marketing dashboards– Current Metrics– Content Creation Process– Personas– Strategic Documentation – Voice and Tone Guidelines– Core Strategy Statements for Clinics and Programs
![Page 23: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/23.jpg)
@ahavaL #HCMPS14
Data
![Page 24: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/24.jpg)
@ahavaL #HCMPS14
Data• Audience research before an
appointment• Facebook surveys• Feedback on current focus programs• Focus Program Trackers• Strategic Planning Dashboards• Prospective Patient Reports
![Page 25: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/25.jpg)
@ahavaL #HCMPS14
![Page 26: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/26.jpg)
@ahavaL #HCMPS14
Data will tell you a story.
![Page 27: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/27.jpg)
@ahavaL #HCMPS14
You have to be patient. And listen.
![Page 28: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/28.jpg)
@ahavaL #HCMPS14
![Page 29: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/29.jpg)
@ahavaL #HCMPS14
![Page 30: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/30.jpg)
@ahavaL #HCMPS14
Choosing a specialist?Primary ConcernsFACTORS [Choosing a specialist] SCORE
Insurance 91%
Seriousness 89%
Reputation 87%
Referral from PCP/Pediatrician 85%
Access 79%
Possible out of pocket expenses 74%
Actual Situation (IBD)FACTORS [Primed for a certain situation] SCORE
Special training or expertise in disease
90%
Outcomes (Success of the specialist)
86%
Research 61%
Number of patients treated 61%
Recommendations from other patients/families
57%
Recommendations from family/friends
48%
![Page 31: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/31.jpg)
@ahavaL #HCMPS14
![Page 32: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/32.jpg)
@ahavaL #HCMPS14
![Page 33: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/33.jpg)
@ahavaL #HCMPS14
WHAT WE LEARNED FROM DISCOVERY
![Page 34: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/34.jpg)
@ahavaL #HCMPS14
Finding #1Providers are a Main Focus
For every focus program, at least a quarter of the traffic goes straight to
content about program team members/providers. This means who is treating is my child is top of mind for
every focus program.
![Page 35: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/35.jpg)
@ahavaL #HCMPS14
Finding #2Certain Content is IgnoredPress releases and media are
completely ignored and clutter the pages.
![Page 36: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/36.jpg)
@ahavaL #HCMPS14
Finding #3Customer Journey Challenge
Patients are going to conditions pages, which means they are bypassing our services. From
your user surveys, this means their questions are not being answered because the conditions aren’t always funneling them
directly to the treatments.
![Page 37: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/37.jpg)
@ahavaL #HCMPS14
Putting it all TogetherStakeholders shared concerns about
messaging and information we provide to patients and families
![Page 38: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/38.jpg)
@ahavaL #HCMPS14
![Page 39: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/39.jpg)
@ahavaL #HCMPS14
Lycra Content StrategyThe outliers are important because when we are striving for a Lycra content strategy, we want to ensure we are capturing the needs of all of the focus programs and their patients/families—not just the central needs.
![Page 40: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/40.jpg)
@ahavaL #HCMPS14
Internal Workflow Concerns
• Strategic Thinking: It’s a challenge for internal stakeholders to think about the content creation and management process strategically
• Direction: Process is well-managed but how do the internal stakeholders direct and drive that process?
• Texture: They want more texture—the content should reveal something visually and emotionally about the process
![Page 41: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/41.jpg)
@ahavaL #HCMPS14
PROCESS: WORKSHOPS
![Page 42: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/42.jpg)
@ahavaL #HCMPS14
Objectives• Focus on needs of prospective patient families
• Illustrate “why choose us”
• Standardization + “Lycra”– Respond to realities of visitor flow / organic search– Focus and refine our messaging– Plan for nimble maintenance– Plan to measure – KPIs– Plan to stre-e-e-e-e-tch to meet the differing needs of various
focus programs
![Page 43: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/43.jpg)
@ahavaL #HCMPS14
4-Step Methodology• Personas• Identity Pillars• Messaging Architecture• Voice/Tone
![Page 44: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/44.jpg)
@ahavaL #HCMPS14
Personas• Build a real person• Discover their questions• Understand how they come to the
content
![Page 45: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/45.jpg)
@ahavaL #HCMPS14
![Page 46: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/46.jpg)
@ahavaL #HCMPS14
Questions?• About the Doctors: “How long has the specialist been practicing this specialty?”, “That
the specialist would be too narrow in his/her scope of practice and not be able to see my child as a whole”, “Pediatric vs. general specialist?”
• Condition/Diagnosis: “I would want proof in my face stating that my child is sick.”• Testing: “Should my child have food or drink restrictions before the appointment to
ensure accuracy of test results?”, “What tests will be performed and how best do I prepare my child for what might take place?”
• Cost: “And last, but certainly not least…I would be concerned about the cost of the specialist.”
• Preparation: “What will I need to bring with me or for my child?”• Appointment: “How long will the appointment take?”, “Whether I will be able to be with
my child the entire time?”, “Are siblings welcome, feeding, changing options?”• Emotional: “How do we need to prepare the child emotionally for the appointment?”
![Page 47: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/47.jpg)
@ahavaL #HCMPS14
![Page 48: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/48.jpg)
@ahavaL #HCMPS14
![Page 49: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/49.jpg)
@ahavaL #HCMPS14
![Page 50: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/50.jpg)
@ahavaL #HCMPS14
Identity Pillars• Who are we as a brand?• What do people think of us currently?• How do we want to shift that
perception?
![Page 51: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/51.jpg)
@ahavaL #HCMPS14
Identity PillarsCurrent Identity Pillars Future Identity Pillars
![Page 52: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/52.jpg)
@ahavaL #HCMPS14
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?
![Page 53: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/53.jpg)
@ahavaL #HCMPS14
Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
![Page 54: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/54.jpg)
@ahavaL #HCMPS14
Creating the Information Architecture
• Is every question getting answered?• What do the outliers want that we
don’t have represented in this current IA?
• How much can the template flex?
![Page 55: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/55.jpg)
@ahavaL #HCMPS14
![Page 56: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/56.jpg)
@ahavaL #HCMPS14
![Page 57: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/57.jpg)
@ahavaL #HCMPS14
Gap Analysis to Doublecheck
![Page 58: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/58.jpg)
@ahavaL #HCMPS14
GI/Hepatology : Before
![Page 59: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/59.jpg)
@ahavaL #HCMPS14
http://www.seattlechildrens.org/clinics-programs/gastroenterology-hepatology/
![Page 60: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/60.jpg)
@ahavaL #HCMPS14
GI/Hepatology: New
![Page 61: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/61.jpg)
@ahavaL #HCMPS14
Side by Side
![Page 62: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/62.jpg)
@ahavaL #HCMPS14
![Page 63: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/63.jpg)
@ahavaL #HCMPS14
Outcomes
– Tableau format = real time updates and reduces errors
– Brand consistency
vs.
![Page 64: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/64.jpg)
@ahavaL #HCMPS14
Revised “Condition” pages
• Elevate information on how Seattle Children’s treats condition
• 4th tab: Meet Our Team
![Page 65: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/65.jpg)
@ahavaL #HCMPS14
FINDINGS
![Page 66: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/66.jpg)
@ahavaL #HCMPS14
Overall Findings• Use data as your true north• Work closely with the stakeholders• Confirm your findings outside of your
group• Use an iterative approach
![Page 67: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/67.jpg)
@ahavaL #HCMPS14
Use data as your true north
![Page 68: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/68.jpg)
@ahavaL #HCMPS14
Work closely with stakeholders
![Page 69: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/69.jpg)
@ahavaL #HCMPS14
Confirm your findings outside of your group
• Show to front line people you did not interview
• Consider usability testing• Watch your analytics
![Page 70: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/70.jpg)
@ahavaL #HCMPS14
Use an iterative approach
![Page 71: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/71.jpg)
@ahavaL #HCMPS14
Positive Externalities• Efficiency gains in editorial training
and management• Reduced future web development
costs• Replacing banners with identity pillars
allows for timely updates, when needed
![Page 72: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/72.jpg)
@ahavaL #HCMPS14
More Positive Externalities
• KPI measurement becoming part of department culture
• Identity pillars being applied to other channels such as social media, print and internal communications
![Page 73: Measuring your Content Strategy](https://reader033.fdocuments.net/reader033/viewer/2022061215/5480471eb4af9fdd338b456b/html5/thumbnails/73.jpg)
@ahavaL #HCMPS14
Questions?Ahava Leibtag
Aha Media Group, LLC
[email protected]: ahavaL301-452-5331
Margo Whisler
Seattle Children’[email protected]
THANK YOU!