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NACCDO-PAMN Annual Conference

May 20 May 24 Salt Lake City, Utah

Make Your Blog an Earned Media Machine! How Inverted Pyramid Content Strategy Helps You Reach Patients, Donors, and Reporters

In many healthcare institutions, Communications and Content Marketing teams operate independently. Often, the result is duplicate content coverage, which translates to extra work. But there is another way! Maximize your teams’ efforts and get more miles out of your content by positioning your blog as a PR machine.  

In this interactive workshop, learn how structuring stories with the Inverted Pyramid (IP) model of content marketing and storytelling best practices can make your content pull double duty: Educating prospective patients and peers while reaching reporters on the prowl for stories (they’re people, too!).  


  • Explore the Ins, Outs, and Whys of the IP. 
  • Immerse in example webpages, blog stories (that double as press releases!), and digital ad content. 
  • See how IU Melvin and Bren Simon Comprehensive Cancer Center applies the IP model to their content strategy to deliver impactful, engaging, consumer-facing stories that also drive earned media. 
  • Apply the IP to one of your institution’s stories to give it an SEO boost.