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To Catch a Reader: A 3-Step Process to Make Your Content Stand Out
Thursday, May 09, 2024, 10:30 AM - 11:30 AM EST
Category: Webinar

May 9, 2024 at 10:30am-11:30am ET
The problem: Your team is writing solid health articles, but no one’s reading them. With a sea of content to choose from — from your actual healthcare competitors to the looming problem of AI bots — “informative” is no longer enough. It has to be a conversation. The solution: A few strategies to make your content stand out. This session will share what happened when one health system decided to modernize its health writing — using readability scores, Google trends, stronger calls to action, metrics and more — and realized a 20% month-over-month (MoM) increase in time on page and a 20% MoM increase in reading ease. When readers began spending more time with articles, and better understanding what they read, they also started clicking more: As part of a broader strategy, the team earned a 406% year-over-year increase in lead conversions. You’ll learn the tips and process that led to these wins, plus look at the metrics you can use to measure yours.
  
Learning Objectives
  1. Learn 10 simple tips to master the conversational writing style that modern readers expect.
  2. Develop unique learning activities to share these skills with your team. 
  3. Discover two key metrics to track your progress toward more engaging content.
Presented by
Leah Vichas specializes in digital communications for Hartford HealthCare — planning, creating and optimizing tools and processes to keep the communications team on target. A former volleyball coach, she is also a driving force behind the popular Writer’s Workshop series, bringing her love for coaching into the world of content strategy.
 
Laura Benys is a freelance writer and content strategist specializing in healthcare. For more than a decade, she’s been helping brands like Hartford HealthCare, Connecticut Children’s, and HopeHealth find their voice, grow their reputation, and achieve their goals. She’s also served as editorial director of the creative journal Into Quarterly.’