Every engagement in content is a ‘vote’. The reader or user engages with the content and tells the marketer, “I want more of this.” But what if the content that your audience wants more of isn’t necessarily the type of content you want them to want.

For Marcia Francis, Digital Marketing Manager at the University of Kansas Health System, and Amanda Todorovich, Director of Content at the Cleveland Clinic, content serves a different purpose than for some marketers.

Amanda explains: “…We can't, as marketers in healthcare, create demand for our services. People are sick or they're not, they need surgery or they don't. It’s about that content that makes people … feel like they can trust our brand, like they can turn to us in their time of need. At the same time, I think a more important part of our mix today has become more wellness-oriented content: helping people stay healthy. [It’s] a really weird dynamic as a healthcare marketer. We don't make money unless you're in our facilities, but the reality is [we need] to be that trusted resource to people. You have to provide the content that helps them take care of themselves and their families.”

“We were preparing to do a website and a person said, 'We should have as many followers as this sports team,'" Marcia shares. “People want to follow a sports team. They don't necessarily want to follow the hospital because people want to go to a game, but they don't want to come to the hospital."

Watch as Marcia and Amanda discuss their process to producing consistent and successful content in a specialized content space, what inspires their teams, and how they grow their audience.

https://enterprisemarketer.com/podcasts/m2m/season-01-show-02/