Create an Integrated Content Strategy at Your Health Care Organization
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If the old way of getting attention was to pitch the media, the new way is to create your own content: blogs, audio, video, infographics.
It’s now a decentralized media universe, with organizations pouring resources into sharing via social media and recognized news distribution sites.
While pitching hasn’t completely died, smart PR pros use social media success to drive mainstream media coverage. So how do you harness these forces?
- How to build a content marketing team
- What resources you need for a successful content strategy
- The difference between content marketing and native advertising
- How to measure success
- Strategies to distribute your content
Brian Gresh is the senior director of interactive marketing and Web at University of Utah Health Care in Salt Lake City, Utah. He is a health care marketing and digital strategist who builds creative, collaborative teams that bring new ideas and value to the organization.
Christopher Nelson is assistant vice president for public affairs at University of Utah Health Care. A passionate advocate for clear, consistent, creative communication, Nelson has more than 18 years’ experience creating and executing strategic communication campaigns.