Building Blogs for HealthcareWhy and how everyone can benefit from blogging

Who are we?

BETH FRIEDMAN, BSHA, RHITPresident

ERIN WABOL, MBAMarketing Director

Agenda• Background• Current blog situation• Lots of do’s • A few don’ts• A word from our sponsor

Ten22 does not have a blog.

https://www.youtube.com/user/agencyten22/videos

DISCLAIMER

65% of B2B technology buyers need at least four pieces of content before they make a shortlist of vendors.

The content that influences them:

white papers, videos, blog posts.

Source: TechTarget Media Consumption Research Brief

NIHITO

Work environment

Hours/week reading blogs

Why they read

Favorite social network

Blog shout-outs

• AHIMA’s Engage• Bruce Booth• Fierce IT/Fierce Practice Mgmt• HDM• Healthcare Scene

(EMR, EHR, Meaningful Use, Healthcare IT & HIPAA)

• HFMA• HISTalk• John Halamka MD• Kevin MD• Mobile Health IT News• Modern Healthcare

Define your audience

Know who you are targeting and deliver ONLY relevant content.

Share knowledge

Each and every blog must have something meaningful for your audience.

Be authoritative.

Write with depth, include variety and be relevant.

Use catchy headlines.

Include multimedia 40% of people respond better to visual information.

Expand your reach.

Go beyond your company blog.

Become a guest blogger. Cast a wide net.

COMME

NTSGROUPSFO

RUMS

Beverly

Form a community.

Be a leader.

Ask questions.

Answer questions.

Invite readers to be leaders.

Avoid link bait.

If it has nothing to do with your company or your topic, it doesn’t belong on your blog.

Storytelling is the new black.People will remember a story more than your products.

The plot The flow meaning

message

Be SEO-savvy.Google is smarter than it was 4-5 years ago.

91% of online adults are currently using search engines regularly, with product and service discovery being one of the top reasons.

Recruit others.

Just like blogs aren’t the only bean in your soup, marketing isn’t the only department to author blogs.

Integrate with other marketing campaigns...

A Word from our Sponsor

Be InterestingBe ConsistentBe a MarketerBe UsefulBe Human

What’s Next for B2B?download tips on

brand journalism websites www.ten22pr.com/brandjournalism

Thank you!Questions?

Comments?

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