Building a Foundational Content Strategy
Children’s Health is the leading pediatric healthcare system in Texas, ranking as the eighth-largest pediatric healthcare provider in the country. With over 800,000 patient visits a year and almost 8,000 employees, their social media channels are a vital avenue for their marketing strategy and internal and external messaging.
Like many nonprofits and organizations in the healthcare space, Children’s Health had multiple messages to communicate, to many different audiences across their various social media channels. With so many messages vying for time and attention, content planning between teams was difficult. Matchfire was brought in to build a strong, powerful, impactful, meaningful, and adaptable social media strategy, incorporating Children’s Health messaging hierarchy to their target audiences.
After a thorough process of a brand audit, competitor research, industry benchmarks and stakeholder interviews, Matchfire identified and established content themes for all internal and external messaging.
Armed with research based on target personas, we developed a content strategy, built around these new content themes for implementation, and established a flexible, shared calendar that ensured content was targeted, timely, and relevant. The content strategy specifically outlined social media as a channel to drive critical brand messaging in an engaging and impactful way across departments.
Included in the social media strategy was an organic and paid approach to social media. As part of the target personas, Children’s Health wanted to reach new advocates, beneficiaries, and donors. We uncovered from our initial research that interested audiences were Googling and searching for resources on children’s health issues. Taking this into account, we included this tactic in the organic and paid social media strategy.
To complement the content strategy, we also outlined a design aesthetic to bring the content to life. Entirely built on Children’s Health’s asset bank of photography, small branded elements were created to add special touches. After the first month, we began to see more consistent engagement, with a substantial increase in audience communication and interaction.