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Launching Health Hub
• Goal: re-purpose existing offline content
• Basic blog format/style
– Integrated existing Heart & Vascular blog
• Traffic would come from search
• Live April 2012
1. Define Success2. Document & Adhere to a Content
Strategy3. Find Passionate People4. Develop Your Distribution5. Mine & Mind Data6. Communicate & Collaborate7. Be Aggressive
@amandatodo
Content Strategy
Engage users in daily
conversation using
health, wellness and
clinical content that is
unique to Cleveland
Clinic
70% of marketers lack a consistent or integrated content strategy. (Altimeter)
Document it. Stick to it.
“Each of us has a fire in our hearts for something.
It’s our goal in life to find it and keep it lit.”
– Mary Lou Retton
Paul Matsen, CMO
“The work of our Health Essentials team plays a critical role in building the national reputation of the Cleveland Clinic. Our unique and engaging content helps to make digital communications the leading source of new awareness for the Clinic. Leveraging Health Essentials as a communications platform has become a core strategy for our brand and individual service lines. The creativity and integrated thinking of our Content Marketing team has been a key driver of our success.”
1. Define Success2. Document & Adhere to a Content
Strategy3. Find Passionate People4. Develop Your Distribution5. Mine & Mind Data6. Communicate & Collaborate7. Be Aggressive
@amandatodo