Show Me How To... Develop an Effective Content Strategy
A winning content strategy for St. Luke's Hospital & Health Network
In their words...
"I'm so appreciative to Geonetric for providing a custom strategy that worked for me! They really understood what we needed in terms of a successful content strategy and helped us implement it. Instead of just telling us what we needed to do, Geonetric provided step by step instructions to ensure our goals were met. "
Diane Russo
Webmaster
St. Luke's Hospital
& Health Network
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The challenge
St. Luke's Hospital & Health Network, headquartered in Bethlehem, Penn., sought an online presence that differentiates the network from their competitors.
The new site needed to be easy for their customers to use and do business with the organization. And it had to be both a revenue-generator and a cost-efficiency tool.
With the launch of a new Web site just a few months away and limited staff, St. Luke's turned to Geonetric to help them develop a strategy to improve their online presence and satisfy these aggressive goals.
The solution
It was clear that the success of the site depended on a solid foundation of content, with information that focuses on visitors' needs and encourages them to linger and dig deep for more information.
Geonetric's strategy included:
- Processes for ensuring all content on the site is written in a uniform voice that focuses on visitors' needs;
- Steps for personalizing the site content and incorporating the marketing staff's promotional and branding initiatives into the site; and
- Recommendations for staffing and training.
For example, Geonetric recommended St. Luke's hire external writers to assist their small Web team and ensure the content on the site received the attention it needed to meet their goals. Geonetric participated in the interviews and helped St. Luke's select a staff of writers to work on the site.
Geonetric then trained the writers and content owners on how to write effectively for the Web, and provided guidance to ensure they all used consistent messages. Geonetric also developed content templates to maintain consistency with the look and feel and reviewed the writers' work to ensure they were on the right track.
Throughout the process, Geonetric helped St. Luke's convey its "My Health - My Hospital" branding messages online:
- An interactive Flash story was created, with strategically-placed cross-promotion banners.
- New interactive health management tools; and
- Integration with St. Luke's third-party applications.
Geonetric also took ownership of building the web pages so that the St. Luke's team could focus on other go live strategies.
The results
The strategy Geonetric developed for St. Luke's helped the hospital develop a process for improving content on their site. Geonetric provided a working plan that outlined action steps and recommendations for staffing, messaging, online/offline promotion integration, and content improvements.
Don't worry, be happy...
Download a PDF of this case study to remind yourself that building a new Web site can actually be fun instead of painful.
