#135 Whitney Cole – Content Marketing

The Next 100 Days Podcast

Aug 24 2018 • 44 mins

Content Marketing with Whitney Cole Content Marketing is the subject of this podcast. We came across the amazing Whitney Cole from Milwaukee, WI. She is known as the MISSION MAVEN! On day 3 of her life, born with a narrowing of the Aorta Valve (aortic stenosis), she had her first of several operations. Fortunately, a vigilant Doctor discovered the faulty valve prior to Whitney's parents taking her home from the hospital. Whitney is now married with two children. Find out more about Whitney on her website: https://www.themissionmaven.com Whitney lives in Milwaukee Milwaukee is known for its cheese and beer.   Whitney is the Mission Maven Whitney provides content marketing to mission driven companies. Because of her history with heart disease, she focuses on health tech. There is so much life-saving technology. Especially now. However, health tech companies have problems getting their message out to the people they should be serving. It's about mass user adoption. If the heath tech companies don't get the customers they need to serve, people die. So it is important then. http://thenext100days.org/wp-content/uploads/2018/08/The-Power-to-Save-Lives.mp4   Why Content Marketing is Important for Health Tech Companies Often in the technology space, company founders have problems talking on 'our' level! Most people aren't tech gurus. These founders are brilliant people, with amazing ideas. Whitney helps them turn those ideas into simple approachable language. Maven is someone who is an expert and makes things simple. The content marketing task is taking their missions and making them easily readable and viewable by the average person. These Health Tech Companies OWE it to Their Market to Communicate Their Technology Not surprisingly, this is Whitney's focus. One of her clients made a wearable. For heart disease. If their message didn't get out, people with heart disease could potentially die without the tech. The wearable catches cardiac events. "They do owe it to their consumers. The problem is most people don't know about them" Whitney Cole, the Mission Maven   The Process of Transformation Often, these health companies think they know who their customer is. They may even have a content marketing strategy. One client were working so hard creating lots of content. The problem was that it wasn't getting them the user adoption that they needed. The minute they stopped spending money on content marketing, their user adoption plummeted. So, they are working hard. They are trying content. But, they aren't seeing results from it. What Whitney does is go in at this stage. Content Marketing Strategy She helps them hone in on that customer avatar. even if you know you user demographics - 59% female, all living in NYC, etc. This DOESN'T mean you know them. A lot of times Whitney creates the customer avatar from real life people. The content marketing strategy is all about directing content directly to these defined consumers. The impact is that the consumer thinks this company knows me better than I know myself. Instead of creating oh-hum customers, it helps them create passionate advocates for the technology. Mobile Health Tech Often mobile is direct to consumer. Here's a quick clip where Whitney explains the B2C market she serves. http://thenext100days.org/wp-content/uploads/2018/08/Mobile-Tech-B2C.mp4   Whitney's Content Marketing Process The founding story is key. She gives them homework prior to a meeting. Then she dives into them or their consumers. The challenges faced, often unrelated to the technology. She talks about the goals that person might have. How can they solve everyday problems. They'll cover demographics. And who influences the avatar. Once you find those, you can work with those role models. They will use a picture of a real person known to have the problem as the avatar, or at least one that is similar. So,