5 Content Marketing Strategies/Tools to add value and enhance your practice. This session focused heavily on message develop and target audience selection. 60% of the audience -- mostly occupational health nurses -- was focused on internal marketing; 20% on external marketing and 20% on both. 60% of the audience focused on marketing to increase awareness of their practice with 20% focused on getting more clients/patients.

1. 5 Content Marketing
Strategies/Tools to Add Value
& Enhance Your Practice
Steve Drake
SCD Group Inc.

2. About Me
Coach: “Drake, you’d be better if you were more
mobile, agile and hostile!”

3. Share information about
content marketing to help
you grow your practice.

4. Today’s Agenda
• Your expectations on today’s session
• 3 Tools
– Listening/Searching/Curating
– Creating
– Distributing
• Comments & Discussion

7. Content Marketing
• Content marketing is the strategy of
communicating with your audience and
prospects without selling to them.
• Instead of pitching yourself, you are delivering
information that helps (them). The content is
about and for them, not you.
• Content curation is an art of compiling
information from a variety of sources and
presenting them in a creative manner in front on
your audience.

8. Example

10. Content Marketing
• to attract, acquire and engage a clearly
defined and understood target audience …
• to drive workers engaged in healthy living.

11. Content Marketing
Focus on …
• Is this content important to my prospects?
• Will this content add value to my employer?

12. Assumptions
• You have a well defined audience
• Discovering, curating & distributing content
builds trust, credibility and value
• Becoming thought leader builds business
• Digital media provides tools; you provide time
• Mindset – not size – matters
• Complex or simple: up to you
• 10 to 90 minutes a day
• Avoid Plagerism … Do Research

13. Seek. Sense. Share.

14. 1
Listening/Searching

15. Discover & Create
“Monitor/Listen” for great content:
1. Google News Alerts
2. Google Scholar
3. Twitter feeds (see TweetDeck)
4. Professional Blog sites
5. Conferences & conference speakers

16. Listening at Work

17. 2 Curating: Making Sense

18. Curation: Pull it Together
• Is it relevant & important?
• What does it mean?
• Is it 2+2=5?

19. 3 Contention Creation

20. Content Creation
• Keep idea file
• See connections to your goals
• Create (write) content (blog, tweet, Facebook)

21. Messaging

22. Messaging
• Step 1: determine your specific audience(s)
• Step 2: what is his/her point of view
– Worker health vs fewer absences
• Step 3: craft specific message for each audience
• Remember: what you say vs what they hear

23. Messaging
• KEY:
– Tell stories that reinforce your key messages
• Within confines of HIPPA, use “case studies”

24. 4

25. Newsjacking
• “Jump on news in your profession”
• Create your response or perspective
• Put comment on original story
• Post to Twitter, blog, Facebook, etc.
• RealTime

26. 5 Content Distribution

27. Content Formula
1 = Something daily (news update on website, thought
for the day, Tip of the Day, etc.)
7 = Something each week (Tip of the Week, weekly
eletter, etc.)
30 = Something monthly (magazine, newsletter,
webcast, etc.)
4 = Something quarterly (Webinar, etc.)
2 = Something twice a year (white paper, research
report, etc.)
1 = Something annually (conference, eBook, etc.)

28. Editorial Calendar

29. Tools
• Step 1: determine what tools are available
– External: LinkedIn, Facebook, Twitter, etc.
– Internal: intranet
– Internal: blogs
• Step 2: select tools for each audience

30. 6

31. 60 Minute Plan
REMEMBER: Tools are FREE; Your time is not!
Listening
• 20 minutes in morning (after initial setup)
Curating
• 20 minutes or more
Distributing
• 20 minutes or more (using scheduling tools)

32. Repackage
Repurpose
Redistribute

33. Want This Stuff?
Download this power point …
www.slideshare.net/DrakeCo

34. Want More?
Content Marketing/Management for
Associations & Nonprofits
 Pre-conference workshop
 Tuesday afternoon, September 4
 Awesome conference!
 Save $100. Use “SCD Group” in
discount code
Disclosure:
 I’m coordinating the workshop