The Content Marketing World Health Summit includes an A-list of content marketing leaders from Mayo Clinic to Covidien. But its second day is designed to take the enriching conversations and move into hands-on workshops that let attendees bring back new strategies to their companies and organizations.
Three separate, three-hour workshops conclude the Health Summit focused on:
- Content Marketing Strategy for Hospitals
- Content Marketing Strategy for Business-to-Business
- Social Media Activation Workshop
When all is said and done, you’ll know better how to leverage content to create real ROI than you ever have before.
The hospital workshop will address the challenge of writing for so many different digital outlets: social media, mobile and Web. Led by Ahava Leibtag of the Aha Media Group, the workshop will focus on the following core skills for hospital marketers:
- Researching your audience and crafting engaging content for them
- Understanding how search engines crawl through your site and the back-end code that influences writing choices
- Learning about content strategy and digital publishing
- Following and developing best practices
In the business-to-business track, Will Davis of Right Source Marketing will focus on getting a deeper understanding of a longer decision-making cycle; maximizing the potential for multiple buyers and decision-makers; and building the value of complex solutions. Attendees will better understand the persona of buyers, how to anticipate objections and how to actually be a publisher instead of just thinking or acting like one.
The social media activation workshop features team members from Anicca Media and World View Editing who will instruct attendees on how to get their organizations (and their doctors) involved in a content marketing program to be the core of their social media program. They’ll explain what keeps doctors away from social media and how to fix that; how to find interesting topic ideas for social media content; and what content formats will yield maximum audience engagement.
These workshops, coupled with the array of speakers, demonstrate why the Content Marketing World Health Summit is the go-to event for anyone interested in content innovation in healthcare.