HighStakes Content Marketing HITMC 2015 Sovita Chander VP

High-Stakes Content Marketing #HITMC 2015 Sovita Chander VP Strategy lesaint. ca/healthcare

My content marketing story Source: http: //fawkes-winchester. deviantart. com/art/No-money-no-problem-208313211 2

The content explosion • Content marketing: table stakes • 70% of B 2 B marketers released more content in 2014 than 2013* • Harder and harder to get your buyers’ attention: 4 million Google searches per MINUTE *Read more here: http: //contentmarketinginstitute. com/2014/10/2015 -b 2 bcontent-marketing-research/ 3

Thought leadership… Just another marketing cliché? 4

Done right, thought leadership… …cuts through the noise and ignites your message. 5

5 key steps 1. Choose a topic 2. Engage a writer 3. Create core & CTA content 4. Publish and promote 5. Track and measure 6

Choosing a topic • Start with buyers • Does it resonate? • Address pain points – and aspirations It’s not about your product. It’s about your buyer. 7

Engaging a writer • Do they understand how to educate, not sell? • Can they tell stories? Show some personality? • Check out… http: //www. sovitachander. com/stephanie-tiltoncontent-marketing-interview/ for a writer who gets it 8

Creating the content • Base content: blog, article, ebook. … • Just make it a series, not a one-off thing. • The real key: your download goodies. Are they making a difference? 9

Publish and promote • Sell your content (not your product). “Why should I spend time reading this, when so many other things are calling my name? ” • Pay attention to the details: • Meta description, title – the snippet that shows up in Google, Linked. In, etc • Plan your promo strategy – and set a budget 10

Track and measure • Must do: content marketing dashboard in Google (ask me – sovita. chander@lesaint. ca) • Tie it back to your CRM • The buyer’s journey is complex. Thought leadership will be one of the first touchpoints. 11

Lead generation: campaign architecture Core content Gating for lead gen CTA/bonus content Opt-in and email nurturing 12

You need the right ingredients Leadership & culture buy-in, a real value proposition, burning issue 13

Final thoughts: scaling thought leadership “Don’t try to make the wave. Find the wave and ride it. ” Claudia Russell, Alaris, and the Center for Medication Safety 14

Thank you! Questions? Sovita Chander VP Strategy, Le Saint http: //lesaint. ca/healthcare sovita. chander@lesaint. ca 418 -802 -2435 15