The value of credible content and how to leverage it

Presenters

Cynthia PorterPresident,

Porter Research

@porterresearch

Go-to-market research

Elisa LoganVP of Marketing,

IOD Incorporated

IOD-Incorporated

Your HIM edge

Trust in marketing

“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

Two case studies in credible marketing

j Covisint

A credible content

success story.

k IOD

A real-world look at how Elisa and IOD are

using content marketing to engage buyers and establish trust.

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

The Covisint results

From research to results:

• White paper development and promotion

• 14 media links / citations

• Established Covisint as trusted market authority

- DO I -

The inside scoop

• Real needs/pain points

• Buying decision influences

• Competitive landscape

Influenced:

• Pricing

• Positioning/messaging

Big takeaways

• No clear leader in the space

• Real need for technology with specific functionality

to help hospitals reduce financial risk

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

Whitepaper Campaign Summary

December January February March April

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

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)

Q&A

15

HIM solutions

iodincorporated.com

920-469-5000

IOD-Incorporated

Market research solutions

porterresearch.com

678-282-1188

@porterresearch

Questions?