Brand Consistency in the Rapid Content Era: Part 1

Health Marketing Collective

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, Jen Hovelsrud is here to talk about how we can create consistency in our content and begin thinking like publishers rather than advertisers. Jen is an expert in content marketing, focusing not only on creating content, but the structures and strategies that unify the content and messaging of large, multi-faceted organizations. Jen is breaking down what she calls a federated model of content marketing that allows for consistency and unity when working with several brands under a single parent company. She also shares her philosophy on companies needing to become publishers and emphasize tactics that build relationships and foster brand loyalty. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways: 1. Purpose-Driven Persistence: Jen Hovelsrud illuminates the dedication necessary for implementing a purpose-driven approach within large organizations, highlighting that successful integration spans beyond a mere marketing strategy to become the core of business operations. Aligning people and brands with this mission demands time, patience, and concerted effort, as evidenced by the nine-month timeframe to establish it at the corporate level. 2. From Advertisers to Publishers: Shifting the marketing mindset is essential in today's content-rich landscape, and Jen underscores the importance for brands to evolve from thinking like advertisers to becoming savvy publishers. This transformation enables the creation of impactful, engaging content that fosters authentic relationships with audiences, relying on a deep understanding of their needs and a clear, insightful point of view. 3. Infrastructural Integrity: Building the backbone to support a purpose-driven narrative requires more than just passion; it necessitates a robust organizational framework. This groundwork lays the foundation for aligning content strategies with an overarching purpose, setting the stage for brand consistency and amplifying the resonance of messaging across various audiences. 4. Managing Momentum and Expectations: Sara Payne and Jen Hovelsrud discuss the nuanced dance of balancing the slow build of a purpose-driven brand with managing stakeholder anticipation for quicker wins. Accountability to the mission and an unwavering commitment to storytelling integrity are vital for amortizing the extensive investment involved in this strategic shift. 5. Content Harmony in a Digital World: Breaking down silos is crucial for achieving content objectives that resonate with and add value for the audience. Jen's federated model of embedding specialized teams within business lines exemplifies a strategic approach for nurturing content harmony and brand consistency during an era of rapid digital content proliferation. https://www.youtube.com/watch?v=XX_Vq3lTU5Y About Jen Hovelsrud Staff Vice President Elevance Health Jen leads Enterprise Content Marketing and Social Media for Elevance Health, a health company and largest licensee of Blue Cross Blue Shield Health plans. She is focused building brands through strategically-connected and purpose-driven driven content and communication. LinkedIn.com/in/Jennifer-Schoech-Hovelsrud Www.ElevanceHealth.com