content marketing vs. health communications
TRANSCRIPT
When Health Communications and Content Marketing Collide
Erin Norvell @eedgerton
THE BIG BRANDS
Content Marketing
A strategic marke-ng approach focused on crea-ng and distribu-ng valuable, relevant, and consistent content to a9ract and retain a clearly-‐defined audience — and, ul-mately, to drive
profitable customer ac-on.
-‐ Content Marke-ng Ins-tute
Health Communications
The study and use of communica-on strategies to inform and influence
individual decisions that enhance health.
-‐ CDC/NCI
THREE THINGS BRANDS ARE DOING RIGHT
1. They build on existing target audience behaviors.
2. They develop deeper engagement.
3. They lead with the content and make the “ask” second.
It’s not about the channel. It’s about engagement.
SIX THINGS WE CAN LEARN FROM BRANDS
1. Get personal. Tell stories.Drive deeper engagement.
2. Focus on channels that build engagement.
3. Build a relationship with the community.
Channel Audience Rela.onship (We are a…)
Content Frequency
Facebook page Adults (ages 30 – 49) interested in increasing physical ac=vity
Suppor.ve friend that helps mo.vate you to take ac.on and maintain a high level of interest in exercise
Mo=va=onal messages, specific ac=ons to take, resources to learn more
Post 3 =mes per week, review comments daily
Pinterest profile State and local public health organiza=ons
Collabora.ve partner that helps you do more for your community with less resources
Campaign materials and resources
Post within 2 days of campaign launch, re-‐pin partner posts weekly
4. Build brand affinity for your organization.
Evoke warm feelingsProvide pleasureSpeak to who we areHelp us manage problems in our daily lives
5. When you can’t beat them, join them.
6. Continuously evolve in tiny increments.
Erin Edgerton Norvell Founder & Principal Strategist, Digital Edge Communications
Executive Director, Society for Health Communication www.DigitalEdgeCommunications.us
The Society for Health Communication Connect with your peers. Join the movement.
www.SocietyforHealthCommunication.org
Thank You!