5 Types of Content You Need in a Crisis Like COVID-19

With the COVID-19 news cycle being refreshed by the hour, healthcare marketers are rising to the challenge to communicate quickly and accurately with employees, patients and community members. To ensure all bases are covered as news breaks and consumers move from education to action, here are the five types of content your communication plan needs during this unprecedented crisis.

Every screen, inbox and social feed is filled with content and communication about the coronavirus, with much of the information coming from hospitals and healthcare systems. We’re partnering with clients to create content on the symptoms of the disease, how it’s spread, the organization’s updated policies and other critical topics weighing on the minds of consumers. To ensure your content has the greatest impact on employee and patient safety, public health and your healthcare brand’s reputation as a trusted resource, here are five types to include in your crisis communication plan.

Discoverable Content

Searches for specific topics like COVID-19 spike during a crisis. In fact, Google reports that interest in coronavirus grew more than 260% globally from the first week of February to early March. Delivering timely, relevant and accurate content to anxious consumers is critical—and the first step is understanding which questions they are asking. For example, one of the main queries is “How is COVID-19 different from flu?” and by incorporating these keywords where they make sense in headlines, meta descriptions and body copy, your brand will show up when consumers are searching for information. Based on our research, here are some of the more common coronavirus-related searches that are relevant for healthcare providers: Geographic Searches—Users are interested in, and often worried about, local results right now. When you are building search terms, add your specific geography to this list so your content shows up for people who are searching for the topic. News/Updates Searches—The media is creating a demand for updates about COVID-19, and that is reflected in frequent search results based on these keywords:
  • Coronavirus update
  • Coronavirus news
  • Coronavirus latest news
"Spread"-Focused Searches—Even more important than symptoms right now is information about how the coronavirus spreads. There is a demand to know how to prevent and avoid the spread of the virus. These keywords are driving the majority of related traffic and should be incorporated into your digital content:
  • What causes coronavirus?
  • How does coronavirus spread?
  • What to avoid to stop coronavirus

Educational Content

This is the baseline content type for crisis communication, and journalistic tenets like the inverted pyramid are best when conveying information on what COVID-19 is, why it is a threat, who is most susceptible, how it’s spread and where to get updates. The most effective format for conveying COVID-focused information is a dedicated landing page with links to resources. Here are a few examples: Along with the basics on COVID-19, the page can also feature tips for hand-washing, definitions of terms like “social distancing” and ideas for successfully transitioning to a remote work and school environment. Also, make sure you’re promoting the page and driving traffic through your email newsletter, social media pages, custom publication and other channels.

Authoritative Content

As a pillar of the community, your brand’s voice is among the most trusted—and this is especially true during a crisis. The timing, accuracy and authenticity of your messaging will reinforce your brand’s position as a respected source of healthcare information. Effective crisis communication starts at home, and healthcare organizations are featuring fellow associates to address their team's frequently asked questions. This video series from CHRISTUS Health covers topics ranging from "Who should be wearing masks?" to "Should pregnant women be working?" and other relevant issues. To educate the community on critical topics and clarify misinformation, feature your subject matter experts as illustrated by this COVID-19 and Children video from St. Louis Children's Hospital. With both internal and external audiences, it's important to communicate early and often to help build trust and ease anxiety—despite not having all the answers. “Even if you’re still trying to understand the extent of the problem, be honest and open to maintain credibility,” writes Paul A. Argenti in Communicating Through the Coronavirus Crisis (HBR).

Reassuring Content

The topics you address and tone of your content can be as impactful as the information itself. By considering the whole person and their needs—physical, emotional, spiritual—and communicating clearly and with compassion, you can further position your brand as the community’s trusted resource for health care. Use plain language to talk about the coronavirus, with links to reliable sources like the Centers for Disease Control and Prevention (CDC) and World Health Organization (WHO). Also, it’s important to maintain a professional look and feel to all communications. Even when you’re moving fast, it’s important to adhere to brand standards. There are some free resources online with icons that you can use as you create content to maintain a professional tone that will be reassuring to your audience. And be sure to take the time to proofread your content and review before posting.

Actionable Content

Lastly, the question on everyone’s mind when searching for information regarding the coronavirus is, “What should I do?” Make sure your content answers this question with current guidelines based on the CDC, WHO and other reputable sources. This page from Novant Health is an excellent example of actionable content with a coronavirus self-assessment, directions for accessing virtual care, a map of local screening centers and other resources.

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7 Reasons Print Makes Sense for Healthcare Marketers

In 2019, we launched more custom publications for healthcare organizations than we have in several years. This resurgence reflects the value of print as (still) one of the most effective ways to reach and engage your audience.

While headlines have declared the death of print for decades, the medium has not only survived but is thriving with younger generations embracing magazines, market leaders across categories leveraging print and even digital-first brands investing in publications to engage their communities. 

Wondering if print fits into your plans? Here are a few reasons it makes sense for healthcare marketers to consider a custom magazine as part of an integrated content strategy.

The most trusted consumer brands believe in print.

By investing in custom publications, healthcare organizations are following the lead of the most trusted brands in America. From consumer packaged goods and travel to food and entertainment, brands across industries are delivering content in print as an effective, lean-back format to educate and engage their communities. 

Here are a few publications that brands are leveraging to foster community and drive growth as part of an integrated content strategy:

Your new competitors see the value in print.

As healthcare providers compete with new entrants like Amazon and Walmart (both investing heavily in print), creating a stronger connection with consumers and providers will be critical. Unlike much of the ephemeral content clogging up our social feeds and inboxes, magazines are a value signal for healthcare organizations working to demonstrate quality, deliver authentic stories and differentiate their brands. 

Generation Z is big on print.

At 25% of the population, Gen Z is the largest generation of consumers, and despite growing up on social media and surrounded by technology, those age 24 and younger are spending more time reading print than on digital platforms. This offers tremendous opportunity for healthcare organizations to build awareness among young adults and families that can translate into brand loyalty and increased customer lifetime value. Better yet, when a custom healthcare publication is integrated with a blog or content hub, it further enriches the consumer experience and creates a path for conversion.

Even digital-first brands are bullish on print.

You might be surprised to find that many web and social platforms are leveraging print as an extension of their digital presence. For example:

  • Facebook sends a printed version of its GROW magazine to “a handful of clients,” as part of the social networking site’s efforts to help business leaders stay ahead by creating and curating insightful content and experiences. 
  • Email marketing platform MailChimp acquired a publication that expands its reach internationally and teaches small businesses how to be successful. 
  • Dating app Bumble launched Bumble Mag to share expert advice, in-depth features, trend pieces on hot topics, answers to questions posed by users, and more. 

The “catalog effect” is real.

According to Harvard Business Review, catalog mailings have been increasing over the past five years, and response rates have grown 170% in the last decade—despite the rise in digital platforms. Research suggests these print resources are resonating with consumers of all ages due to “the increasingly cluttered digital inboxes and social media feeds.”

Google keeps moving the goalposts.

The majority of searches now result in zero clicks, and experts predict that Google’s claiming the lion’s share of search traffic is only going to continue. While optimizing content for search is still a vital part of an effective digital strategy, reaching your audience offline and promoting content via other channels like print will be imperative.

We all get too much email.

While the average email inbox receives 121 messages per day, my mailbox never has more than a handful of items—and anything other than a bill is a welcome respite. (And yes, I’m among the 80% of direct mail recipients who read or scan each piece before throwing any of it away.) Content Marketing Institute Founder Joe Pulizzi pointed to this “scarcity of competition” in the print space as leading marketers to double down on magazines, and he even compares marketers using print to the first movers who dominated the early days of the web by creating content.

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As a leading provider of custom publications for healthcare organizations, find out how True North Custom can help you develop or evolve your publishing program.

Christopher Penn on Data Science Basics for Content Marketing

As an official media partner of ContentTech Summit 2020, we spoke with keynote speaker Christopher Penn about the importance of data science and what healthcare marketers can learn from Facebook and other data-driven organizations.

Christopher Penn

Christopher Penn, co-founder and chief data scientist of Trust Insights, has helped global brands such as McDonald’s, Toyota and others leverage the power of data to level up their marketing efforts.

In this guest post, find out why Christopher believes data science is an essential skill and the implications of data-driven marketing for healthcare organizations.



The Value of Data Science

Simply put, data science is the extraction of meaning. Using the scientific method, data science helps marketers prove or disprove a hypothesis—and if you’re not using the scientific method, then you’re not doing data science.

To derive meaningful insights from information, data science combines four disciplines—business acumen, domain expertise, technical skills, and mathematical and statistical skills—into one. At the very least, marketers need a solid foundation in technical and statistical skills while partnering with experts in the other domains to ensure better results, lower costs and fewer mistakes.

A fundamental understanding of data science is critical for marketers because it allows them to repeat and scale their successful initiatives. This, however, can be a challenge as marketers typically don’t have a strong quantitative background. We’re often winging it as marketers and while we might get lucky and have a campaign take off, we don’t know why it worked and therefore we can’t repeat or scale the successful initiative—much less make it better. There are many brilliant healthcare marketers out there whose work could be accelerated if they were able to leverage data science, machine learning and artificial intelligence.

On the other hand, there are healthcare organizations doing excellent work through data science, including The Johns Hopkins Center for Health Security. Their researchers help prevent the spread of infectious diseases like coronavirus by looking at code, doing the math and using the latest technology to inform policy decisions and unlock the value of domain experts.

The Intersection of Data and Content Marketing

One of the easiest ways to explain how data science applies to marketing is in the area of publishing. For example, a content strategy typically includes blog posts and white papers that offer information to the end customer in a way that delivers value.

We recently created a white paper titled Social Media 2020 that involved analyzing search and social data to determine whether marketers need a presence on Tik Tok. We crunched the numbers to figure out how many people search for “How to join Tik Tok” as well as “How to quit Tik Tok account” and found that the platform is not growing as fast as it has been. In fact, more people want to quit than are signing up. The implication for marketers: Go ahead and set up an account but don’t invest a lot of time. The data doesn't support diving headfirst into it.

When you think about all the time and resources that go into publishing, the scenario above is a good example of what data-driven marketing looks like. Data science helps you to make decisions and create value for your community using data and research, instead of laboring over onerous peer-reviewed papers to inform your marketing plans.

Healthcare Data Sources

Along with your own research, there are myriad public data resources available to marketers. Almost every country has a government organization that shares a tremendous amount of data. We often use HealthData.gov to draw insights when developing content.

Another one of my favorites is the Agency for Healthcare Research and Quality, which offers a robust data set of hospital quality outcomes. Marketers can see how organizations rank for specific conditions and build their own benchmarks.

The Medicare data set is useful; however, some hospitals do not report certain metrics so about 20–25% of the data is missing. I recommend blending Medicare data with U.S. census data for a more complete picture of hospital ratings and population health.

As a marketer, these and other resources help you understand where to focus your content. You could, for example, translate outcomes data into a travel guide that helps consumers know where to go for specific conditions.

The Ethics of Data Science

Big tech companies such as Google, Amazon and Facebook are leading the way in using data for marketing, but they can also be the most unethical and dangerous. Facebook is a perfect example of what happens when data science is decoupled from ethics. Look at how the Facebook News Feed functions. The goal is to keep users engaged and ultimately to create compulsive behavior. By collecting a tremendous amount of data, Facebook learned that making people angry and afraid all the time is the best way to keep people engaged.

As you apply data science, both you and the institution must have the highest ethical standards as to how you use data and be proactively looking for bias and adverse outcomes. When you see skews in data sets, these can have substantial outcomes down the line.

In health care, our primary imperative is the Hippocratic Oath: First, do no harm. If your marketing is discriminating or causing a bias, you are not following that principle.

Data Science Resources for Marketers

There are relatively few marketing data science resources as the disciplines grew up separately. My personal blog at Trust Insights is one  resource that tries to bring both of these functions together.

There are also organizations like Women in Analytics and other blogs, conferences and Twitter lists where marketers can access data science information.

A few of my favorite resources include:

Along with these resources, one of the most important things you can do is to start following individuals who share a lot of information on data science and can function as information mentors.

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Why Frequency Matters in Healthcare Marketing

We’ve probably all heard the old marketing adage: It takes about seven impressions for prospects to remember your brand and consider buying from you. It’s true that content cadence is as critical as content quality when it comes to building awareness, preference and loyalty—and striking a balance between engaging and fatiguing your audience can be tricky.

As anyone who’s discovered a brand or bought something from them based on a digital ad, blog post or magazine article knows: Timing matters in marketing. And while heart screenings and hip replacements aren’t exactly impulse buys, connecting with consumers who aren’t familiar with your brand—and making it easy for them to find your content and take action when they’re ready—can have a big impact on performance.

We know there’s no one-size-fits-all approach, but let’s take a look at what the data says about frequency, along with our experience in helping healthcare organizations engage consumers through the most popular marketing channels.

Email Marketing

While shiny new channels like chatbots and TikTok garner most of the attention from marketers, there’s an overlooked platform that consistently delivers results: email. In fact, Litmus research found that email marketing returns $38 for every dollar invested, and healthcare consumers love email so much they’d even be willing to pay per interaction with a physician. With 99% of consumers checking their email every day, reaching them with relevant content on a regular schedule is a critical piece of an effective healthcare marketing plan.

What the data says:
According to a MarketingSherpa survey, 61% of users prefer receiving a promotional email at least once a month, and 15% say they wouldn’t mind receiving a promotional email every day. (Entrepreneur)

In our experience:
Sending emails to a list of patients or prospects without their permission is never a great idea. So assuming your audience wants to hear from you, here is what we have found most effective:

  • For health and wellness email newsletters designed to generate awareness and build trust as part of a robust content strategy, set a goal to send every other week or even weekly if possible. Even better, offering multiple subscription options based on the user’s desired frequency (like we do) ensures you’re reaching the audience not only how but when they want to hear from you.
  • For nurturing prospects generated by a health risk assessment, paid search campaign or other source, a cadence of 5–12 total messages in the two months following lead creation is ideal to move consumers toward a goal conversion. The total number of messages and the time between them will vary based on the campaign goals and MarTech tools used.

Blog and Social Content

Your digital content says a lot about your brand. If your site and social media content is static for weeks (or worse, months), any traffic received will leave visitors with a negative impression—and they likely never come back. Your digital content will become increasingly important as brands like Amazon and Walmart condition healthcare consumers to expect an online experience similar to retail brands.

What the data says:
You might be surprised to know that while there’s a surplus of data about why blog posts are integral to marketing, there’s not much on the ideal frequency of posting. This is because, well, it depends. (Hubspot)

In our experience:
Search is the No. 1 source of site traffic for leading health systems, and while building organic rankings doesn’t happen overnight, a commitment to posting quality content on a consistent schedule can accelerate the process. Once keyword research and other elements of content planning are complete, we recommend a minimum of weekly blog posts promoted at least 2–3 times on social media and via email. For larger health systems/teams in highly competitive markets, we suggest 4–10 new or updated blog posts per month. This will ensure your site shows up when consumers are seeking health information (and ranks above competitors).

Print Marketing

Compared to your email inbox that receives an average of 121 messages per day, your mailbox is practically desolate. Print offers as close to a guaranteed interaction as it gets with 80% of direct mail recipients reading or scanning each piece before throwing any of it away. This means that marketers who aren’t leveraging print are leaving opportunity on the (coffee) table.

Whether it’s a custom publication to build awareness and trust or a postcard offering service line prospects a free screening, print could be what connects with your audience, especially if it is targeted, integrated with digital channels and delivered on a consistent schedule.

What the data says:
Fifty-nine percent of those surveyed by Epsilon enjoy getting mail from brands about new products, and 41% of Americans look forward to checking their mail each day, according to Gallup.

For a custom magazine, the Content Marketing Institute asserts that the most effective frequency is quarterly or more.

In our experience:
Having developed thousands of hospital publications and direct mail campaigns over the past 30 years, we can definitively say that the ideal frequency is … it depends.

Several factors drive the frequency conversation, including goals, audience preferences and budget. That said, here are our general guidelines for print marketing resources:

For direct mail used as part of an integrated campaign to drive service line growth, a monthly cadence is a good place to start. Anything less frequent is more likely to get lost among the credit card offers and, increasingly, catalogs.

For publications designed to influence consumer perception/choice and physician referrals, we recommend a quarterly delivery schedule at minimum. This allows healthcare providers to cover timely and seasonal topics along with promoting a variety of service lines within each issue.

Digital Advertising

With online resources starting to replace a physician's referral for many consumers—and healthcare organizations ramping up digital ad spend in response, the element of frequency to ensure your message meets consumers where they are in the patient journey is becoming even more important.

What the data says:
Facebook research, done in conjunction with Oracle and based on tracking sales response to ads for packaged-goods products, finds the ideal average exposure frequency is one to two impressions weekly over at least 10 weeks for a campaign. (AdAge)

In our experience:
While optimal frequency can be a moving target depending on the campaign focus, target audience and budget, we generally ascribe to a rule of at least three exposures before measuring results and optimizing as needed.

It’s especially important to understand the correlation between how frequently you post an ad and the ad’s relevance score, and to track the latter on a regular basis, as relevance score tends to drop as frequency increases. Ads that have high relevance scores early in the campaign typically see those scores drop as the ad is served to the same audience multiples times.

A Few Final Words on Frequency

While it’s clear that the ideal frequency varies based on the goal, audience and channel (among other factors), there are universal guidelines that can inform how often you engage your audience.

No matter the channel, keep these five marketing tenets in mind to determine the right cadence for delivering content:

  1. Know your audience. How often do they prefer to receive content? If you're unsure, simply ask!
  2. Think quality over quantity. Like the person who chooses her words carefully, strive to add value with every content asset and campaign you create rather than add to the noise.
  3. Make every touch matter. Avoid random acts of content and only deliver content when you have something meaningful to say.
  4. Keep score. Another adage that bears repeating: "If you can't measure it, you can't manage it"—so make sure you’re tracking the right metrics that can inform cadence (and other elements of content strategy).
  5. Test and learn. What works today might not work tomorrow (especially when it comes to search), so experiment with multiple frequencies to find the sweet spot for your audience and marketing goals.

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A 5-Step Framework for Effective Content Planning

Planning is the critical first step for effective content marketing. Here's a five-step framework we use to map out a successful content plan for healthcare organizations.

As with any marketing strategy, a well-planned approach to content marketing can mean the difference between success and failure—especially as healthcare organizations are embracing content like never before. In fact, a recent eMarketer report found the use of content-driven campaigns will increase in 2020 and continue to grow over the next two years.

In our latest webinar, Managing Editor Heather Hammond guides you through a content planning process used to map out channels, cadence and other elements of an effective content strategy. 

Here’s a recording of the webinar, along with highlights from the session below.

To set your content strategy up for success, here’s a five-step framework our team uses to ensure every piece of content we create aligns with the respective client organization’s goals and target audience.

Step 1: Align Audiences with Goals

If building brand awareness and/or shifting perception is your goal, consider a content plan focused on those audiences who most frequently interact with your organization and/or influencers within the community. This typically includes your employees, patients, prospects and referring healthcare providers. 

Keep in mind that not all consumers are a match for your content or campaigns, and let data be your guide as analysis often challenges our assumptions. For example, who would have guessed that Generation Z—the largest generation of consumers at 25% of the population—are spending more time reading print than digital platforms? 

If volume/revenue growth is your goal, consider a content plan focused around target consumers and healthcare providers. Start by identifying your ideal patient based on gender, life stage, propensity for needing specific services and other characteristics. For example, we’ve found there is a defined profile for bariatric candidates in terms of demographics like age and income, as well as motivation for seeking treatment. 

For physicians and other healthcare providers, create or deepen referral relationships by reaching them with educational content in the channel they prefer to receive it. This consumer-centric approach to delivering relevant content shows users that you care and you are there for them.

Critical questions to ask at this stage:

  • How many audiences are you speaking to? 
  • What action(s) do you want them to take?
  • How will success be measured by your leadership?

Putting the plan into action:

Create 1-2 personas that connect with your organizational goals.

Pro Tip: Keeping in mind channel mix and goals, start with the content/story/idea first before planning deployment and promotion.

Step 2: Get in Sync with Stakeholders

A content plan shouldn’t exist in a vacuum in the marketing or communications departments. The most successful strategies are developed in partnership with peers in PR, service line management, operations, foundation, advocacy and other areas.

This typically involves meeting with department leaders to discuss key content elements, including:

Differentiators—What sets your organization apart? Is it your specialists, techniques, technology, location/convenience?

Subject matter experts—Who should we feature in our paid/earned/owned media channels based on expertise, personality and reputation?

Capacity—What is the waiting period for a featured service line, and how many patients can they accommodate within a reasonable timeline after content deploys?

Calls to action—What do we want users to do after consuming the content?

Lead intake—How can we reduce friction when someone interacts with our content?

Pro Tip: If you have a large organization with multiple campuses or facilities, you are likely facing an issue where you are trying to be equitable with who you feature—from what service lines/physicians/campuses across multiple content forms. The good news: You’re not alone. Even content marketing leaders at Cleveland Clinic—the No. 1 hospital blog in America with 7+ million sessions per month—deals with this issue.  In our experience, identifying a peer within your organization who can partner with you to track this and reach out to those various internal players is an effective strategy.

Critical questions to ask at this stage:

  • What makes your organization unique?
  • List three subject matter experts you can use.
  • List new innovations or partnerships planned in the next 6-12 months.

Putting the plan into action:

For each piece of content, identify the purpose, the audience and the call to action.

Step 3: Review the Data

Everything can and should be data-driven in this day and age. We have so much information at our fingertips and opportunities every day to use it. The key is knowing which data to use for what. 

This includes the following data sets typically used to plan content:

  • User/Reader surveys
  • Focus groups
  • Website metrics
  • Keyword research
  • Consumer data
  • Social metrics
  • Headlines

Critical questions to ask at this stage:

  • What is the community’s perception of your brand?
  • Which topics do your communities care about?
  • What keywords are you ranking for? Which ones have the most potential?

Putting the plan into action:

Brainstorm a list of places where you can gather data and information about your audience (anything from surveys to social engagement to consumer data trends, etc.)

Pro Tip: Of course, there’s still room for “heart” and “gut” checks in marketing, but it needs to be both/and. Start with the data and let that be the primary driver, alongside your gut, and go from there. 

Step 4: Define Your Topic Categories

Based on internal perspective and audience data gathered, consider how to engage your audience around topics they care about, while strategically incorporating elements that position your brand as the authority and trusted advisor. 

Here are a few areas that guide our content planning efforts:

  • Service line priorities
  • Seasonal health observances and initiatives
  • Hospital news and updates
  • Evergreen health and wellness issues

One way to think through all of the content topics that you will cover is to think about how they will be featured within a specific channel, like a quarterly print magazine or a blog. What are all the categories that you would want to include? 

A few of the more common ones we feature are patient stories, health and wellness topics, news and events and technological innovations and awards.

Critical questions to ask at this stage:

  • Which topics are most closely associated with your strategic priorities?
  • What content can you create that can’t be found anywhere else?
  • Which categories can help you rank on page 1 of Google?

Putting the plan into action:

Create a brainstorming map with strategic priorities as the center and spokes of the wheel for all your major topic ideas. 

Pro Tip: Source interviews and sources early—and make friends with the clinical resources who are willing to help and be featured in posts. 

Step 5: Map Out Your Plan

Now that you've collaborated with stakeholders and analyzed data to define your audience(s), topic categories and channels, it’s time to map out the content plan itself. 

This typically includes the following elements that can make or break a content strategy:

  • Audiences
  • Channels
  • Formats
  • Cadence
  • Calls to Action

When it comes to content planning and management, keep it simple and remember: The key is not having the right tool but understanding your goals and thinking content first. In fact, we often use Google Sheets as one of the easiest and most effective tools to plan, manage and track content.

Critical questions to ask at this stage:

  • How frequently can you deliver relevant content to your audience?
  • How often does your audience want to hear from you?
  • What format do you use to track your content? 

Putting the plan into action:

Move your brainstorming formats into a calendar for planning. Be sure to include enough time in the schedule for copywriting, designing, editing/proofreading and fact checking. And build in time on the back end for reporting. 

Pro Tip: Plan out and deliver assignments as far in advance as you can—if you know Heart Month is a focus, get started in October or November to leave room for adjustments, more creativity, and the ability to pick up last minute requests.

Bonus Tip: 3 Ways to Error-Proof Your Content during the Planning Process

Based on my experience, here are some tips for avoiding most common errors when building and executing a content plan:

  1. Make time for stakeholders to weigh in during your process. If you need legal to review, build in time for that. If you need a physician or patient to approve, build in time for that.
  2. Create checklists for each step of the process and the process itself. This will reduce errors and keep your content consistent.
  3. Choose a style guide. I can’t not mention this as an editor. Your high school English teacher was wrong: Grammar is subjective. Some grammar and punctuation is brand preference, so decide those things and stick to it. Most healthcare and business orgs use journalistic style guides like AP and Chicago and then add some exceptions. Write this down and use it consistently across your organization. Consistency builds an unconscious trust. No one notices your grammar until you make a mistake or it’s not consistent. 

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