The value of credible content and how to leverage it
Presenters Cynthia Porter President, Porter Go-to-market research Elisa Logan VP of Marketing, IOD Incorporated IOD-Incorporated Your HIM edge
Trust in marketing “Content builds relationships. Relationships are built on trust. Trust drives revenue.” Andrew Davis, Monumental Shift “Content builds relationships. Relationships are built on trust. Trust drives revenue.” Andrew Davis, Monumental Shift “ How to earn reader trust: Don’t mislead readers Avoid mixing thought leadership and solution promotions Beware your own personal bias
Two case studies in credible marketing Covisint A credible content success story. IOD A real-world look at how Elisa and IOD are using content marketing to engage buyers and establish trust.
The Covisint example About the research… Goals: inform solution roadmap; educate market Objective research team Well-received topic Beyond the research… White-paper development 14 media links, citations Established as trusted market authority
The Covisint results From research to results: White paper development and promotion 14 media links / citations Established Covisint as trusted market authority
WHY Care? - DO I -
New product, new target
The inside scoop Real needs/pain points Buying decision influences Competitive landscape Influenced: Pricing Positioning/messaging
Big takeaways No clear leader in the space Real need for technology with specific functionality to help hospitals reduce financial risk
Two-pronged approach Hard launch: (3.5 months) Sales push Integrated campaigns Soft launch: (3.5 months) Brand awareness Marketing-centric Maximizes value of whitepaper and impacts: Thought leadership Brand awareness Sales support
Whitepaper Campaign Summary DecemberJanuaryFebruaryMarchApril Blog Posts Events PR / Press Releases HIMSS Pitch Placement Social Media Webinars November Campaigns HIM Directors (4) CFO’s (5) Infographics BETA Customers Website Sales Support / PPT HFMA (June) Sponsored Content May
One ……To Many Bylined Articles Infographics Webinars Sales Support Powerpoint – internal and external (Slideshare) Social media – tweets and posts Blog posts Sponsored content Web
By the numbers…. Whitepaper: 1 Media articles: 3 1 Infographics: 4 campaigns: 9 C-Suite – 5 over 5 months HIM Directors – 4 over 5 months Social Media Posts: tweets (2/mo for 7 months) 12 LinkedIn (2/mo for 6 months) 6 Facebook (1/mo for 6 months)
Q&A 15 HIM solutions iodincorporated.com IOD-Incorporated Market research solutions porterresearch.com Questions?