Global Content Strategy:

Global Content Strategy:

Cerner Transforms Content into an International Sales Asset

Client: Cerner Corporation

Report Type: Case Study

Industries: Health, Technology

The Client

As a global health company with solutions licensed by more than 9,000 facilities

worldwide, Cerner Corporation specializes in empowering their clients to communicate with patients clearly, consistently, and effectively. Recently, Cerner realized their

website content was not communicating to potential clients in the same way—and their content was causing problems.

In this case study, find out about the problems Cerner had with their content, how we helped them find solutions, and the results of their global strategy transformation.

The Situation

What problems was Cerner experiencing?

Cerner

• Received complaints from customers about inconsistencies and inaccuracies in how Cerner talked about their solutions and services on the website.

• Noticed that website visitors weren’t spending much time on the site.

• Became aware that their content wasn’t compelling to potential clients in global markets such as France and the Middle East.

• Realized that the website content contradicted what the sales team said, which undermined their credibility.

The potential damage to marketing and sales was Cerner’s greatest concern. As one sales executive noted,

A prospect went to our website prior to our meeting. Worst thing he

could have done. What we have on the site contradicts what we are telling prospects in meetings. I had to spend the meeting convincing him we are a player in this industry, not talking about how we can solve his problems.

The website is a problem.

First impressions mean a lot, and the content was making an undesirable first impression on Cerner’s potential clients.

To solve these problems, Cerner decided to completely revamp their web

Our Solution

We collaborated with Program Manager Lance Yoder to determine that Cerner needed a global editorial strategy for localizing their content. Our goal was

• To ensure the web content was compelling to each of Cerner’s global markets.

• To do so without creating a completely new set of content for each market.

To start, we conducted analysis.

Analysis

We interviewed Cerner’s global interactive marketing managers from around the world to understand how potential clients viewed their company and brand in each unique marketplace. We also delved into why web content was a hindrance, not a help, to sales in each market. We then reviewed market data and Cerner’s existing content.

What did we discover? A lot. We identified specific opportunities to localize content marketing for each market. For example, what is considered an assertive tone to the United States might appear too subtle to the Middle Eastern audience. The content also needed to consider language differences, even between English-speaking countries.

Our Solution

For example, a family doctor in the United States is referred to as a GP in the United Kingdom. And, although the site for the Middle East is in English, many users were speaking English as a second language. Therefore, the writing needed to be clear and simple enough for a non-native speaker to easily grasp it.

Editorial Strategy

We turned our findings into specific recommendations and documented those

recommendations in editorial briefs. The briefs supplemented Cerner’s main editorial style guide. Together, these briefs serve as an international editorial framework. We created a brief for each market, including

• Asia

• Australia

• Austria

• Canada

• France

• Germany

• India

• Ireland

Why editorial briefs? They are efficient to create and, just as importantly, efficient for Cerner’s marketing and communications teams to use. For example, marketing managers use the briefs as a tool to get anyone who touched their web content, from freelancers to agencies, up to speed quickly. What’s more, the briefs are living documents that can easily be updated as Cerner’s global market expands and their editorial strategy evolves.

• Latin America

• Middle East

• Spain

• United Kingdom

The Results

Here’s an example of how the direction outlined in an editorial brief changed the content.

Before

After

The Results

Did the global editorial strategy get results? Yes, says Yoder,

Content Science helped us determine what we should be focusing on in each of our global markets. We serve disparate markets across the globe, each with different audiences that expect content that shows Cerner understands their market and the realities of how health care is delivered in that part of the world. Content Science helped us flesh out those important differences across each market and how we would need to tailor our strategy for each market.

Let’s take a closer look at how the strategy paid off:

Sales

• More Sales Leads: International sales teams received new, qualified leads after potential customers visited the Cerner website.

• Better Sales Credibility: The website validated discussions between Cerner sales representatives and prospective international clients.

Website Reach

• Better Search Engine Optimization: Since implementing Content Science’s recommendations, Cerner has seen an increase in the percentage of traffic from search engines from under 20% to nearly 40%, boosting Cerner’s visibility online.

• More Traffic: Traffic to global and national product pages has drastically increased, by as much as 300% for some pages, so users are finding the site more easily.

The Results

Reputation and Credibility

• Trust from International Markets: Because the localized content speaks specifically to the needs of each global market, Cerner no longer receives complaints from customers or their own marketing managers.

• Industry Recognition: Cerner’s content success has earned them opportunities to discuss their story at Atlanta Interactive Marketing Association and in trade

publications such as Johnny Holland.

Content Process and Governance

• Stakeholder Buy In: The process of talking with the international marketing

managers about content helped align them and other content stakeholders around a new approach. As Yoder noted,

Content Science helped people within Cerner appreciate content through the thoughtful questions posed […] during the creation of our global content

guidelines. Because we experienced success in implementing a content strategy, internal stakeholders now include us in discussions about content during the planning process rather than simply coming to us and requesting random items.

This is a significant change in how content was previously created and managed.

• Thoughtful Yet Efficient Process: Cerner now examines each piece of content created for global websites to ensure it fits into the editorial strategy for that market. Because Cerner employees are now familiar with Cerner’s strategy for each country, they consider the specifications for each country as they create or think about new content.

Why Partner with Us

Our partnership with Cerner was successful, resulting in increased sales, better visibility, more credibility, and improved processes for the company. Why? We never lost sight of Cerner’s goals. Yoder explained,

The best part of working with Content Science was that they took the time to understand the business needs we were trying to solve. Content Science provided us with guidance and tools to let us not only solve our short-term issues but put a strategy in place for the future.

When you work with us, you can expect the same careful consideration of your goals from project start to finish. If you work with us on a global content initiative, you could gain benefits such as

A credible brand reputation in each of your global markets.

Increased sales in each global market.

Better online visibility to both prospective and existing customers, at home and abroad.

Credibility and recognition not only with clients but also among industry colleagues.

More efficient internal communication and process for content.

A strategy that works immediately and for the long haul.

About Content Science

We’re an award-winning consultancy in Atlanta, GA advising Fortune 500 companies, startups, institutions, and government agencies around the globe on digital content strategy. Our services include consulting, research, and training.

We named our company Content Science because content is, indeed, a science. We study what works well – and what doesn’t – so companies can make informed decisions about content.

Our principal, Colleen Jones, is the author of the top-selling book Clout: The Art and Science of Influential Web Content (New Riders Dec 2010), as well as a contributor to countless past and upcoming reputable publications.

Want to make your content work for your organization? We can help.

Contact us to find out how.

content-science.com/about-us/contact-us