Healthcare Content Marketing Spotlight: Patient Stories [Content Marketing Podcast 180]

Jun 2016

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Welcome to Episode 180 of the Content Marketing Podcast!

[upload healthcare-content-marketing-patient-stories.jpg] If you joined us for last week’s podcast, you’ll recall we continued our month-long focus on healthcare by putting a spotlight on a vital piece of healthcare content, the patient guide. (Need to get caught up?)

Today we turn the spotlight on another important element in any healthcare organization’s content marketing strategy: patient stories.

Give today’s episode a listen to hear:

New theme music, inspired by one of my favorite 90s TV show themes
Our latest News Feed segment:
- What Microsoft’s acquisition of LinkedIn means for marketers
- Twitter introduces Live button to mobile apps
- Content Hit of the Week: “How To Write Headlines That Drive Traffic, Shares, And Search Results,” by Nathan Ellering on the CoSchedule blog
The three biggest missteps healthcare organizations make when it comes to their patient stories
Getting past the regulatory and patient privacy hurdles
Our seven-step process for creating patient stories that resonate
Tip of the Week: How to keep your patient stories working for you long after they’re published

Please remember that this podcast is about you — your questions, your frustrations, your hopes and dreams for your content marketing program. So please take a moment to send me your feedback, questions, or comments via email, on our Facebook Page, or via Twitter.

See you again next week!

Monday Marketing Mojo: One thing you must know about B2B blogging

Want to learn more about B2B blogging? Download your free gift, Ninja Secrets of B2B Blogging, at b2bbloggingebook.com.

About the Author

A self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).

As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations. To learn more, download our complimentary audio 5 Things You Must Know About Content Marketing.

1 Comment

Orlando Mergal says:

June 30, 2016 at 4:01 pm

Hi Rachel:

I’m still getting used to your new music and bumpers. I don’t know, maybe I had you pegged as this Texan girl who grew up during the 70‘s – 80’s and was all into the “disco” thing. We do tend to create a mental picture of people by the type of music that they use in their podcasts, you know.

Now I have to redraw that picture as that of a hard rocker. Hmmm.

I wanted to comment on something that you mentioned in this morning’s podcasts about YouTube entering the “live video” craze. I also discussed that today on my podcast “Hablando De Tecnología” and I’m not entirely sure that it will bring anything positive to the world of communications.

Do you remember when America Online came out and we would all run to our computers when we heard those three magic words: “you’ve got mail”? Well, we don’t do that anymore, do we? In fact, most of us receive a daily deluge of messages that we can hardly go through at all.

The same thing happened with banners, popups, slide in banners, email marketing and all the other “tricks” that communications and marketing people have come up with to try to grab their share of the “attention pie”. People responded with spam filters, popup filters and ad blockers.

Well, the same thing is happening with video. Especially with live video! Anybody with a face is going to try to appear in every conceivable corner of the Internet. And in the end we are going to end up with so much clutter that it will all become ineffective.

The reason why YouTube is so great is because it’s the world’s second largest search engine. You can look for any conceivable subject (except porno) and you are sure to find something on YouTube. That’s because every YouTube creator (that knows what he/she is doing) adds an SEO friendly title, a well crafted description, tags (which amount to key words), subtitles in at least English and Spanish and a whole host of other tricks.

Oh, and by the way, Facebook doesn’t offer any of this. So you can’t look up a certain video, about a certain subject, on Facebook. Furthermore, video on Facebook —and on Twitter— follows a “timeline” metaphore. Hence, it has a very short life span.

The way I figure it, live video won’t have any of the benefits that present day YouTube offers. Why? Because it can’t. Anyone with a face will simply press record and off it will go. So how is it going to “claim its spot” within YouTube’s present “title, description,tag” metaphore?

You know how they say that too much of a good thing can actually be bad for you? Well, that’s what I think is going to happen with live video.

Keep up the great work.

Best regards from sunny Puerto Rico,

Orlando Mergal

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One of the best “vendor” relationships I’ve ever had.

My company had little or no time to spend on social media. Our needs were to ensure a steady stream of posts across three platforms (Facebook, LinkedIn and Twitter) by harvesting and re-purposing content from our own site and news streams. So I contacted Rachel Parker of Resonance Content Marketing.

The result was two-fold. Not only did our ranks of followers grew steadily, the steady drip, drip, drip of content helped us train our personnel and direct their own individual social media efforts.

Rachel and her team are extremely organized and open to discussion and new ideas. They deliver a rapid response to new opportunities — and an overall feeling of being on the same team. One of the best “vendor” relationships I’ve ever had.
Increased our likes and interaction rates

Working with Rachel was a delight. Not only does she communicate very well, but she provided valuable insight about our social media platforms and followers. We have much better engagement with our fans and followers, which increased our likes and interaction rates.
Professionalism and Sincere Desire to Help

I just didn’t seem to be able to find the time or the right words to explain what I offer and how my company helps people accomplish their goals. Rachel was able to ask me some questions, do some research and capture my voice while writing my website copy exactly as I needed it to be written. Now, the copy on my website is much more professional than what I would have created and having this task handled by Rachel and Resonance freed up my time to complete other tasks I am better suited to do.

It was a joy to work with Rachel. Her professionalism and sincere desire to help was apparent from the first communication until the final delivery. I will definitely use Resonance again and highly recommend their services.
Produced ROI Result

Form.io needed someone who could grasp the complexities of our product, capture the subtlety of our differentiating value propositions, and convey them in the right voice for an exacting customer audience…. Resonance delivered, by crafting a multi-faceted online content marketing strategy that drove traffic and conversion, producing the ROI result we were looking for….
Increased website traffic, New Lead Generation

We were experiencing a lack of internal resources to consistently maintain the Ustream blog. So we turned to Resonance Content Marketing to write blog posts on current industry topics while maintaining a consistent tone with the brand. The result is increased website traffic, new lead generation from gated assets on blog, and better educated/qualified leads. And I now have more time to spend on marketing strategy with the confidence that the content we push out is extremely well written and engaging.

Rachel is an amazing writer and has really managed to create engaging and relevant blog material on topics that aren’t always super interesting. On many occasions, she has been able to quickly turn around one-off requests and the results are always top-notch. She has also helped guide our content strategy based on her expertise in content marketing, which has been a huge asset to our team.
Added 5 figures to my business in less than 4 weeks

Rachel took the overwhelm and stress out of writing content for my marketing campaign! When I approached Rachel, I was really concerned that I wouldn’t have the time to focus on writing copy for a lengthy marketing campaign that included sales pages, solo emails, newsletters and social media updates. Well, let’s just say I’m glad I hired Rachel because I couldn’t have done it without her support and expertise. I loved how she used my voice and words to craft content that helped me reach and attract my ideal client. As a result of working with Rachel, I added 5 figures to my business in less than 4 weeks, hundreds of new social media followers and exceeded my sales and list building goals! You know your marketing copy is working when you hear someone say, “I see you everywhere”. Thank you Rachel for helping me not only get seen by my ideal clients but get paid!
Event Sold Out Two Years In A Row!

Rachel worked with me on creating a content marketing calendar and content for the Big Social Media Summit (Big SMS) three years in a row. She is very organized and knows just the right amount of posts on social, email newsletters and content to send. Her content marketing efforts helping us sell out our event three years in a row! I am expecting the same for October 2014.

Rachel was hired to write content for our email newsletter and content for our social platforms. In addition, she had a budget to do advertising on social media. She participated in the event live and after the fact to assure buzz was created before, during and after the event. As a result, our event sold out.

When I work with Rachel, I have total peace of mind. I know that she is on target, on time, reliable and delivers over and above the results I expect.

I trust Rachel totally with her ideas on strategy, marketing and the content used to not only promote our events, but also post on my behalf on social networks. I have been doing social media for 8 years, and I hire Resonance to post on some of my social sites as it saves me time, and keeps my social sites relevant and current. They always post great, engaging content that gets my social properties likes, comments and shares.
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We are so happy to have hired Resonance for our social media needs. We spend most of our time serving our clients and studying our field so we can provide the highest quality possible. We no longer worry about our social media, as we have total confidence in the wonderful work Rachel and her team have accomplished.

Our social media is active, promoted, and is ranking better than ever! People often comment about what they see on our Facebook page. Resonance has added a creative, and artistic twist to our social media that is appealing and captivating to our audience. This has allowed me more time to work with my team and clients, so I can focus on service towards the people that help our business grow.

I know there will be wonderful content on Facebook, and that Rachel will answer to posts, comments and questions as soon as a comment arrives. I am often impressed at how quickly she responds! Thank you Resonance! I highly endorse Resonance and encourage companies who need social media strategies to work with Resonance! You won’t regret it!