1. The value of credible content and how to leverage it

2. Presenters Cynthia Porter President, Porter Research @porterresearch Go-to-market research Elisa Logan VP of Marketing, IOD Incorporated IOD-Incorporated Your HIM edge

3. 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

4. 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. 

5. 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

6. The Covisint results From research to results: White paper development and promotion 14 media links / citations Established Covisint as trusted market authority

7. WHY Care? - DO I -

8. New product, new target

9. The inside scoop Real needs/pain points Buying decision influences Competitive landscape Influenced: Pricing Positioning/messaging

10. Big takeaways No clear leader in the space Real need for technology with specific functionality to help hospitals reduce financial risk

11. 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

12. Whitepaper Campaign Summary DecemberJanuaryFebruaryMarchApril Blog Posts Events PR / Press Releases HIMSS Pitch Placement Social Media Webinars November Email Campaigns HIM Directors (4) CFO’s (5) Infographics BETA Customers Website Sales Support / PPT HFMA (June) Sponsored Content May

13. One ……To Many Bylined Articles Infographics Webinars Sales Support Powerpoint – internal and external (Slideshare) Social media – tweets and posts Blog posts Sponsored content Web

14. By the numbers…. Whitepaper: 1 Media articles: 3 1 Infographics: 4 Email campaigns: 9 C-Suite – 5 over 5 months HIM Directors – 4 over 5 months Social Media Posts: 32 14 tweets (2/mo for 7 months) 12 LinkedIn (2/mo for 6 months) 6 Facebook (1/mo for 6 months)

15. Q&A 15 HIM solutions iodincorporated.com 920-469-5000 IOD-Incorporated Market research solutions porterresearch.com 678-282-1188 @porterresearch Questions?