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Thursday, May 2
3:30–4:45 p.m.
Breakout Sessions: Set III

"Keeping Your Website Content Under Control: Creating a Content Strategy That Really Works!"

An institutional website is one of the most important tools for promoting your brand, reflecting reputation, and attracting patients and customers. Without a content strategy, however, websites can become electronic filing cabinets in which any and all information is posted whenever and wherever it seems appropriate. Le Bonheur Children’s Hospital spent a year working to create a robust content strategy for the hospital’s moving target of business objectives, policy directives and staffing changes. During this time, the hospital analyzed the complexities and created a site that adhered to a simple strategy. As a result, website maintenance was simplified. The new site improved timeliness and vitality to the visitor experience. The takeaways — content is more than words and every word counts.

By attending this presentation, you will learn:

• How to audit the strengths and weaknesses of your current site, and align website objectives that reinforce institutional marketing goals.
• How to create a content strategy from the ground up that provides a robust framework helping to ensure that strategic, understandable and easily accessible information is placed on your site.
• The skill set and expertise required for successful website content strategy (task force).

Speakers:
Amanda S. Mauck, interactive marketing specialist, Le Bonheur Children's Hospital. Connect with Amanda on Twitter.

Katherine Whitfield, communications specialist, Le Bonheur Children's Hospital