Brand Consistency in the Rapid Content Era: Part 2

Health Marketing Collective

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. Today’s episode is a continuation of our conversation with Jen Hovelsrud of Elevance Health. On our last episode, we talked about how we can maintain content harmony and start thinking of our company as a publisher. Now, we’re digging deeper and discussing how we, as brand leaders, can empower our teams to create content quickly in a way that ensures brand consistency and long-term brand health. Jen, an expert in enterprise content marketing and social media, shares her strategies on empowering teams, utilizing tools for brand monitoring, and the delicate balance between creative freedom and brand coherence. We’ll also discuss budget allocation, the potential and ethical use of AI in content generation, and the pivotal role of strong leadership in fostering marketing success. 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. Harmony in Brand Consistency: While brand consistency is a cornerstone of strong marketing, it's the power of a central source of truth and the avoidance of a perfectionist mindset that truly empowers content creation teams. 2. Leadership & Leveraging Strengths: Sara and Jen touch on the pivotal role of leadership within marketing. It’s important to foster a team environment where creativity is nurtured, strengths are leveraged, and members are encouraged to contribute unique perspectives, all within the boundaries of brand guidelines to maintain harmony. 3. Resource Realities & Focused Strategy: Sara and Jen discuss the common struggle of under-resourced content teams across organizations. Jen highlights the critical importance of a disciplined, strategic approach to content creation, especially when resources are limited. She advocates for a clear, purpose-driven strategy that defines a well-chosen area of impact, echoing the necessity of prioritizing and measuring for sustainable content marketing. 4. Ethical AI & Operational Potential: AI can provide useful first drafts but there will always be the necessity of human oversight. This episode discusses the creation of ethical guidelines surrounding AI's use in highly regulated industries like healthcare. 5. Empathy & Execution: There’s a need for balancing creativity with consistency without stifling innovation. It’s important to have a supportive environment where mistakes are seen as opportunities rather than failures. Empathy, respect for individuality, and space for personal expression are essential for both vibrant content and professional contentment. [embed]https://youtu.be/jLzPN3GfJ2M[/embed] 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