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Celgene Patients Partners Webinar: Breaking Through the Clutter To Inform Your Audience

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Celgene Patients Partners Webinar: Breaking Through the Clutter To Inform Your Audience

  1. 1. BreakingThrough the Clutter To InformYour Audience Celgene Patient’s PartnerWebinar April 21, 2016
  2. 2. About Hans Kaspersetz • Founder & President of Arteric, 1999-now • Celgene Patient Partner Presenter, 2015 • MM&M Judge, 2014, 2015, and 2016 • RavenTools ProductAdvisor, 2012-now • Authority Labs ProductAdvisor, 2013-now • MODX Ambassador, 2012-now • Director of NewYork PHP, 2004-now • PHP Quebec Invited Speaker, 2005 2 +1-201-558-7929 arteric.com Twitter: @hanskaspersetz http://www.linkedin.com/in/hanskaspersetz
  3. 3. 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 Mission Explore the boundaries of the possible, and create life-changing experiences through feature-rich, defect-free software that works everywhere and every time. 3
  4. 4. Our MissionToday Inspire you to make the hard & necessary decisions that will drive your organization to cut through the clutter and help more people. 4
  5. 5. We Face Common Challenges & Opportunities 5
  6. 6. Audience Reach & Budget Are the Common Challenges 6 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?
  7. 7. Crowded Landscape: 40MM Disease Advocacy Search Results 7
  8. 8. Massive Opportunity: ~60B Health-related Searches PerYear 8 2 1 1. http://www.internetlivestats.com/google-search-statistics/ 2. https://googleblog.blogspot.com/2015/02/health-info-knowledge-graph.html
  9. 9. 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 9 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%
  10. 10. 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 10 Competing AgainstAlmost Everyone 1. Consumers in the Micro-Moment, Wave 3, Google/Ipsos, US., August 2015, n=1,291 online smartphone users 18+. 65%
  11. 11. Our Common Solution Is Content Marketing 11
  12. 12. 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. 12 Source: http://contentmarketinginstitute.com/what-is-content-marketing/
  13. 13. Content Marketing’s Growth 13 Source: https://www.google.com/trends/explore#q=%2Fm%2F03qj473
  14. 14. 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. 14 Unsure 16% Yes, and it is documented 25% Yes, but it is not documented 34% No 24% N/A 1% Source: 2016 Nonprofit Content Marketing Trends—North America: Content Marketing Institute/Blackbaud/
  15. 15. Nonprofit Content Marketing Maturity Nonprofit Marketers’ Self-Assessment ofTheir 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 15 SOPHISTICATED Providing accurate measurement to the business, scaling across the organization MATURE Finding success, yet challenged with integration across the organization ADOLESCENT Have developed a business case, seeing early success, becoming more sophisticated w/measurement scaling YOUNG Growing pains, challenged with creative cohesive strategy and a measurement plan FIRST STEPS Doing 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/
  16. 16. 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? 16 0% 20% 40% 60% 80% 100% Engagement Brand Awareness Constituent Retention/Loyalty Fundraising Constituent Acquisition Advocacy Lead Nurturing Lead Generation Progam Delivery Sales Volunteer Recruitment Source: 2016 Nonprofit Content Marketing Trends—North America: Content Marketing Institute/Blackbaud/
  17. 17. Prevalence of Editorial Mission Statement Percentage of Nonprofit MarketersWho Have an Editorial Mission Statement Yes, and it is documented 30% Yes, but it is not documented 23% No 32% Unsure 15% 30% Have a Documented Editorial Mission Statement Among the most effective nonprofit marketers: • 42% have a documented content marketing strategy • 42% have a documented editorial mission statement 17 Source: 2016 Nonprofit Content Marketing Trends—North America: Content Marketing Institute/Blackbaud/
  18. 18. Editorial Mission Statement Example Digital Photography School’s Editorial Mission “Welcome to Digital PhotographySchool – 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) 18 Source: http://contentmarketinginstitute.com/2015/10/statement-content-marketing/
  19. 19. Editorial Mission Drives Content 19
  20. 20. 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-rankingWeb sites. 20 Rich Content Informs Users & Ranks Source: Searchmetrics – Search Ranking Factors and Rank Correlations - Google US, 2015
  21. 21. What Rich, Structured Content Looks Like 21
  22. 22. 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. 22 Relevance Matters MoreThan Keywords Source: Searchmetrics – Search Ranking Factors and Rank Correlations - Google US, 2015
  23. 23. 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. 23 Relevance Matters MoreThan Keywords (Cont’d) Source: Searchmetrics – Search Ranking Factors and Rank Correlations - Google US, 2015
  24. 24. 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 terms may be treatment, diagnosis, prognosis, or clinical clinical trial. 24 Relevance Matters MoreThan Keywords (Cont’d) Source: Searchmetrics – Search Ranking Factors and Rank Correlations - Google US 2015
  25. 25. 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. 25 Ease of Access Is Crucial Source: Searchmetrics – Search Ranking Factors and Rank Correlations - Google US, 2015
  26. 26. How to Check Readability in MicrosoftWord Press Release for New Biotech Hire TwinkleTwinkle Little Star 26 MS Word How-to: https://support.office.com/en-US/article/test-your-document-s-readability-85b4969e-e80a-4777-8dd3-f7fc3c8b3fd2
  27. 27. Let’s MakeThis Practical 27
  28. 28. 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 28
  29. 29. Steps to CutThrough 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. 29
  30. 30. TakeAways • 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. 30
  31. 31. Bonus Feature Check out the AIM at Melanoma case study! http://arteric.com/case-studies/patient- advocacy-web-site-redesign.html 31
  32. 32. Contact Me! Hans Kaspersetz Twitter: @hanskaspersetz Office: 201-558-7929 www.arteric.com www.linkedin.com/in/hanskaspersetz 32

Notas do Editor

  • From Searchmetrics:

    It is not surprising that with the increase in the word counts of online documents, the average number of keywords per page has also increased. The interesting point, however, is that this does not seem to apply to the very top search result positions. Here, too, the top 5 form an exception, as the percentage of Web sites with the keywords in the body is much lower than for the following rankings for SERP 1.
  • From Searchmetrics: The percentage of proof terms and relevant terms in the top 30 is relatively high and has even increased on last year.
    High-ranking pages are much more holistic.
  • The content of the analyzed top 30 search results contained an average proportion of relevant terms of 49 percent.
  • http://www.vervesearch.com/blog/how-to-optimise-your-content-for-success-with-the-flesch-kincaid-scale-readability-statistics/

    WikiPedia - The Flesch–Kincaid readability tests are readability tests designed to indicate how difficult a reading passage in English is to understand. They include the Flesch Reading Ease test, and the Flesch–Kincaid Grade Level test. Although they use the same core measures (word length and sentence length), they have different weighting factors.