The 7 Keys to Content Marketing Success

@amandatodo

Amanda

Todorovich

Director of Content Marketing

Cleveland Clinic

@amandatodo

$6.2 billion enterprise

43,000+ Caregivers

We Cannot Create

Demand

Build a

trusted brand:

locally,

regionally,

nationally,

globally.

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

@amandatodo

1. Define Success2. Document & Adhere to a Content

Strategy3. Find Passionate People4. Develop Your Distribution5. Mine & Mind Data6. Communicate & Collaborate7. Be Aggressive

@amandatodo

You cannot be successful if you don’t know what success looks like.

Steps to Measure Success

ROI?

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.

Useful. Helpful. Relevant.

Color of Pee

• 4,076,189 views

#CCAnimalHouse15

Find Passionate People

Strength in Numbers

“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

Develop Your Distribution

Syndication & Amplification

Mine & Mind Data

Eat, Sleep & Breathe DATA

• Measure & test & test again

• Never be content

Communicate & Collaborate

Content is a

Great Unifier

Content

Marketing

Corporate

Comm.

Service Line

Marketing

Content

Be AGGRESSIVE

150 Infographics in 2014

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.”

Milestones

@amandatodo

Brand Awareness

1. Define Success2. Document & Adhere to a Content

Strategy3. Find Passionate People4. Develop Your Distribution5. Mine & Mind Data6. Communicate & Collaborate7. Be Aggressive

@amandatodo