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6 Ways to Revive Healthcare Content & Engage More Readers

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Healthcare brands have typically arrived late to the content marketing bash. That’s why they’re not always sure how to participate in social media conversations.  The first stumble happens when they attempt to engage before identifying their audience’s content needs and thus end up with a conversation that is irrelevant right from the start.

Here are six elements of engagement (defined in theRazorfish Liminal Report**) to help healthcare brands understand their audiences’ content needs:

1. Value

Consumers say that feeling valued or appreciated is the most effective way for organizations to engage with them. The problem for healthcare brands is their one-sided approach to both offline and online interactions, which are designed to promote the brand rather than show a sincere desire to help.

Healthcare brands can change this perception by:

  • Showing empathy by creating content that solves patient-consumer problems.
  • Listening to consumer complaints and frustrations about healthcare and providing answers even when questions are not specifically about your brand. Here’s a great example – Healthcare Napkins by Dan Roam
  • Adding a personal touch to conversations. e.g. telling stories that patient-consumers can identify with, inviting customers to share their own experiences etc.
  • Making your website welcoming to first-time visitors. e.g. add a section that asks New Here? and then link it to a page that answers questions about your brand, team, and services.

2. Efficiency

Most patients experience long wait times at doctor’s offices and hospital lobbies. The message sent is that healthcare brands do not respect their customers’ time, and unfortunately this reputation permeates to online interactions as well.

Medical offices that offer online registration or other forms so that patients (and their families) spend less time in the waiting room reflect efficiency and respect and in turn earn their patients’ support. e.g. CHADIS is a web-based screening and diagnostic system, which my kids’ pediatric office uses and saves me a ton of time at every appointment.

Brands can display brand efficiency in their content by:

  • Responding promptly to customer comments, inquiries, and questions both off and online.
  • Having a website that expedites the registration process for office visits.
  • Creating mobile-friendly content so that patients can check directions or register on-the-go.
  • Eliminating cumbersome steps, duplicate information requirements, and any information that might cause user friction e.g. social security number.

3. Trust

Patients want to know that their information will be kept private, that their doctor will deliver accurate advice, and that their engagements will be handled discreetly, and honestly.  Additionally they don’t want to be ‘sold to’ but rather to be helped with their pressing problems.

Healthcare brands can reflect trustworthiness in their content by:

  • Reducing the number of ads on their websites.
  • Showcasing customer success stories of recovery and restoration.
  • Giving away plenty of free, useful content such as health-tips, nutrition advice, information about contradicting drugs, and fitness routines.
  • When something goes wrong take the opportunity to apologize publicly (if appropriate) through social networks or blog.

4. Consistency

Patients trust their doctors when the same experiences that they’ve come to know and trust are repeated and reinforced. These experiences include everything from attitude to policy and behavior.

With healthcare brands trust is the most significant element of engagement so that when consistency is broken then trust is jeopardized as well. e.g. An OB/GYN practice that brands itself as ‘women taking care of women’ should never introduce male personnel into its ranks or risk violating the trusted relationship it enjoys with its clients.

The important thing to remember with consistent messaging is to ensure that whatever you communicate in word, print, or digital does not clash with the actual customer experience.

5. Relevance

Patient-consumers live in their own little ‘egosystem’ where the only thing that matters is their problem and how you can solve it. Any kind of content that deviates from that point is irrelevant. Hence ‘mass marketing’ or any generic attempts to spark engagement will likely fall flat.

Healthcare brands can inject relevance into their content by:

Providing content that is highly targeted to patient-consumers, and designed to make an emotional connection and subsequent click to action. e.g. This billboard by the US government’s Agency for Healthcare Research and Quality targeted men who ignore doctor visits for preventative conditions – the ad ran through Men’s Health Week (June 13 – 19) and on Father’s Day (June 20).

6. Control

While control is not a major element with healthcare audiences, the idea is that patients (and healthcare consumers) want to retain control of the conversation by agreeing to receive your content (e.g. opting-in to newsletters), deciding the frequency of content, and knowing that they can opt-out whenever they want. However, if they trust your brand then control ceases to be an issue.

(**It is worth mentioning that while the Liminal report is industry-agnostic, it is just as relevant to healthcare although some elements of engagement are more pertinent than others. e.g. trust)

Key Takeaway

The purpose of any brand message is to touch people personally so as to induce an action. When healthcare brands focus too much on their mission and not as much on the patient-consumer they risk creating a message that falls on deaf ears. It is important that healthcare brands understand the consumption needs of their audience before any attempts at engagement are made.

Over to you: Which of these 6 elements have you (knowingly or unknowingly) used to increase engagement with your readers?

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16 Tools to Turbo Boost Your Blogging Process

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Do you blog regularly?

Are you looking for tools to make the process easier?

Blogging is hard work and it takes a lot of time to do it well. Wouldn’t it be great if you could streamline parts of that process?

In this article, you’ll find a list of tools, apps and advice you can use to find your groove and take care of blogging business.

#1: Brainstorm Blogging Ideas

When you need inspiration for your next blog post, where do you go? You can avoid blogger’s block by trying out these idea-generators to quickly get your creative juices flowing.

How to Use Quora to Cook Up Great Content: Adrienne Erin writes a pretty inspiring post about scanning Quora to find popular conversations and using those topics to create blog content.

Don’t Know What to Write About? Get Ideas From the Blog Topic Generator [Free Tool]: Ginny Soskey introduces HubSpot’s handy new topic generator. You simply put in three terms (nouns) you’d like to blog about and the tool spits out several topics. Of course, the topics aren’t always 100% perfect, but you can tweak them to make them work for you.

Let HubSpot help you find a topic to write about.

Need a Google Alerts Replacement? Meet TalkWalker: Since the future of Google Alerts is unknown, this alternative tool, suggested by Gary Price, might do the trick.

SearchEngineLand.com shares Google Alert alternatives.

#2: Get Organized to Be Productive

You have ideas, but now what? Keep track of them and organize your thoughts with cool online tools you can access from anywhere. Check out these resources that help you manage your ideas so you can make the most of your time.

How to Use Evernote as a Blogger: Michael Hyatt kills it in this timeless post where he shares his personal workflow using Evernote. His suggestion for setting up a blog template in Evernote is definitely worth the click.

MichaelHyatt.com walks you through using Evernote.

15 Tips & Tricks to Get More Out of Google Drive: If you’re not using Google Drive, you’ll be surprised how much you can get out of it! Brian Voo’s article introduces some cool ways to use Google Drive to do everything from mind-mapping to editing images.

How to Use Google Calendar to Create an Editorial Calendar: The best way to keep track of your ideas is an editorial calendar. Some people use spreadsheets, others use pen and paper. Rebecca Livermore explains why you should switch to Google Calendar and even gives you a step-by-step guide for getting started.

Learn to use Google Calendar as an editorial tool on AmyPorterfield.com.

#3: Optimize Your Content

Keywords not only help readers find you, they can also help you flesh out your post ideas. If you don’t know much about SEO (and really, even if you do), check out these posts that give you tips and advice about tools that can get you started.

Google Keyword Planner: The Ultimate Guide: Ask Ian Cleary any question about social media tools and he’ll write you an “Ultimate Guide.” So if you’re wondering about the ultimate tool for keyword research, look no further than his outstanding post about Google’s Keyword Planner.

Find out how to use Google’s Keyword Planner from RazorSocial.com.

Get SEO Tips When You Need Them: For novice bloggers who aren’t sure how SEO works, Matthew Tschoegl does a great job introducing InboundWriter’s WordPress plugin. It’s basically a “consultant on your dashboard.” It’s a paid plugin, but definitely check it out to see if it’s a fit for you.

The Beginner’s Guide to SEO: Moz is the SEO site. Their guide has been downloaded over a million times! That’s a good sign that it’s info you need. Even seasoned bloggers will learn a thing or two.

There’s a great SEO walkthrough on Moz.com.

#4: Find or Make Your Own Images (Fast!)

You know how important compelling images are for your blog, but it’s not always easy or cheap to find them. These articles show you how to find copyright-free images or make stunning graphics of your own!

How and Why I Use Photo Pin to Find Free Images for My Blog: John Jantsch of Duct Tape Marketing explains why he stopped using iStockphoto, Shutterstock and other image sites and started using Photo Pin. Be careful—you might be persuaded to change your mind too!

DuctTapeMarketing.com shares an image finding option.

Tool for Screenshots: Awesome Screenshot: If you’re still trying to capture screenshots using Command-Shift-3 or -4, stop! There’s a better way. Check out this simple demonstration by Amy Lynn Andrews.

How to Make a Banner for Your Blog Using Gimp (for free!): If you’ve ever wondered how to make cool banners and incorporate them into your blog post, this article by Karen Lewis of Simply Amusing Designs illustrates (complete with screenshots) how it’s done. Give it a try—it’s not difficult at all. [NOTE: This site is in construction until 2/28/14. Check the link next week.]

Creating a Header Image for Your BlogPicMonkey is an awesome free site (with a premium subscription option) to create and edit photos for your blog. Julie DeNeen, from Fabulous Blogging, also offers more advanced tips in her post, 10 Design Tips Using PicMonkey That You Might Not Know About!

Learn how to use PicMonkey over on FabulousBlogging.com.

#5: Tell the World

After all of the hard work of writing and optimizing your blog post, you’d better make sure everyone in your network sees it and shares it with their friends too. Here are some nifty tools and guides to help your blog post go that extra mile.

5 Social Sharing Plugins Reviewed: Dan Norris lays it all out with “what we like” and “what we don’t like” about five popular sharing plugins. Now you’ll know what to expect before jumping in.

Explore some great plugins on WPCurve.com.

Need a New Tool? 3 Social Sharing Tools That Do Something Specific: I like how Amanda DiSilvestro emphasizes the “do something specific” aspect of these tools. Indeed, these three tools are so specific you’ve probably never heard of them, but you should definitely give them a whirl.

Moz.com shares sharing tools.

The Essential Guide to Content Sharing: Yes, another Ian Cleary article (because he’s the tool guru, remember?). This time Ian’s “Ultimate Guide” includes 13 tools you can use to get the word out about new posts. Some of the tools you’ve seen, some you haven’t and some you should probably use more. Definitely check this one out.

What do you think? Which of these tools have you tried? Please share your experience in the comment box below.

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Borrowed Relevance: How to Engage Your Audience When You Have a Boring Brand

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“There are two kinds of brands – brands that people talk about and brands that people don’t talk about.” ~ Josh Bernoff, Forrester Research Analyst and co-author of Groundswell.

Sexy brands (Apple, Facebook, and Harley Davidson) are ‘talked about’ brands – they sell themselves. Boring brands are tough because people don’t care about them. Marketers of such brands have to figure out how to get people talking about something they really don’t care about.

Is there a way around this?

The answer is “Yes!’ Borrowed relevance is a fairly new concept proposed by Josh Bernoff, in which he suggests that boring brands must encourage people to talk about something – even though the conversation is not about the brand itself.

There are several ways to do this:

  • One way is to identify your organization’s core values and then start a conversation about them. Those values might be community, work-life balance, diversity or empowerment. Liberty Mutual (from the boring category of insurance) launched the Responsibility Project as “the place to discuss doing the right thing.” By creating a platform where moral decision-making was the trending topic , Liberty Mutual shrouded themselves in relevance and (more importantly) social conversation.
  • Another way is to invite your community to talk about their own set of circumstances. Johnson & Johnson for example created a Facebook page for mothers with ADHD kids. They figured that they couldn’t spark an engaging conversation about their ADHD drug. But they correctly concluded that sufferers of the ailment (and their families) have their own set of interesting problems and why not talk about that? Their Facebook audience is a whopping 19,000 fans strong!
  • The other way that ‘borrowed relevance’ could be applied is to start a conversation about an entirely different brand with the intention of ‘borrowing’ some of their appeal for yourself. In 2007 Doritos invited customers to create their own Superbowl ads –  Turns out, that Superbowl (or any ad contest for that matter) are more exciting concepts than corn chips.

So if you’re a business that’s selling a product that doesn’t generate much interest, then the key is to borrow something that is relevant to people (topic, issue or concept), create a platform to discuss it while treading lightly on your own branding. This way, you will be able to identify your own (few) brand enthusiasts who will become very influential in spreading the word about your organization.

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9 Questions to Ask When Hiring a Content Marketing Consultant

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Hiring the right content marketing consultant is a significant business decision. Ideally you want someone with whom you will enjoy a great working relationship, but you also want to make sure that the person has experience, vision and business knowledge.

Here are 9 questions to ask yourself when vetting your potential hire.

#1. How much content marketing experience do they have?

To be a consultant of anything, you need a set amount of experience. But with content marketing, the concept, the talent, and the technology are all new (even though the practice of telling stories to promote a business is not).

If you consider that veteran content marketers have been at it for about 10 to 12 years now, that means the majority of consultants have much, much less than that. It’s important to keep this in mind as you decide whether you will hire based on experience.

#2. Do they understand the basics of content marketing?

Even more important than experience (I think) is the understanding of what content marketing is. Most organizations are still confused by the term, so it is even more important that the consultant is able to educate authoritatively on this subject. For instance they should know the difference between content marketing and social media, or similar subjects such as inbound marketing, and digital marketing.

#3. Do they understand the business value of content marketing?

Your potential consultant should also understand that content marketing is business marketing. She should be able to connect the dots between the creation and distribution of relevant content with the achievement of tangible business goals such as customer acquisition and retention, increased sales, reduced marketing costs and even operational efficiencies.

#4. What type of content marketing campaigns have they initiated in the past?

You want to see what kind of content marketing projects your potential consultant has done in the past so that you can evaluate her effectiveness as a professional. Her portfolio is a good indicator of where her core strengths lie and whether her past experience is a good match for your organization’s needs.

#5. How much do they value measurement of content marketing strategy?

The old adage ‘what can’t be measured, can’t be managed’ rings true for content marketing as well. A consultant who neglects measurement tactics cannot be trusted to steer you in the right direction. Find out what methods she has employed in the past for measuring content marketing and watch out for ambiguous answers as these spell major weaknesses in her strategy.

#6. Does their personality match your needs?

People do business with those they know, like and trust. Spend some time getting to know your potential consultant and dig deeper by asking questions that reveal her personality. Ask her how she would handle specific situations. Remember that a consultant is responsible for guiding your business. Be sure that you choose someone you can trust, respect and generally feel comfortable with.

#7. Do you have a common connection or referral?

How did you connect with your potential hire? It’s a wise idea to choose someone who has been recommended by a friend or peer. This way you can find out more information from the one who referred her, and cross-check the information that she has given you about herself.

#8. Do they use content marketing themselves?

The seller has to believe in the product they are selling. So when choosing a content marketing consultant, be sure to check that she is practicing content marketing herself. Does she have a consistent blog, does she send out a regular newsletter, does she use social media, what kind of online communities does she belong to? Remember, consultants are business owners too and they should practice what they preach.

#9. What’s your gut feeling?

After all is said and done, what is your gut feeling about this person? Does she make you feel uncomfortable? Do you trust her? If something doesn’t feel right, your best bet is to ditch her and start over. Trust your intuition to guide your decision and try not to second-guess yourself.

Over to you: I feel like I’ve missed something. What other questions would you add to this list?

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