Content Marketing

Strategic B2B content creation and execution for the medical technology industry

Content Marketing Expertise

As Marketing Director at Health Connective, I've developed and executed comprehensive content strategies that engage diverse audience segments and drive measurable business results in the competitive medtech space.

LinkedIn Strategy

  • Persona-based content targeting medtech marketers

  • Trade show event coverage and engagement

  • Booth photography and behind-the-scenes content

  • Thought leadership posts

  • Lead generation campaigns with advertising partners

YouTube Content

  • Short-form video series (often hitting 500-1,200 views)

  • Industry insights and trends

  • Product demonstrations

  • Client success stories

  • Educational content for decision-makers

Podcast Production

  • The Health Connective Show

  • Thought leadership interviews

  • Vendor relationship management

  • Professional editing and production

  • Cross-platform distribution

The Health Connective Show

A podcast showcasing thought leadership in medical technology, featuring conversations with industry experts and innovators.

The cover art for the 'The Health Connective Show' featuring Michael Roberts. It includes a photo of Michael Roberts with a smile, a purple circular design with connected dots, and text indicating the show title and host.

Purpose behind the Show

Yes, podcasting is an effective means of reaching decision-makers, but I started the show as a way to engage our CTO Justin Bantuelle and our company president Scott Zeitzer. As experts in their fields (programming and medical devices, respectively), the two co-hosts were able to share their reflections on their careers and current projects.

With the advent of tools like Riverside, we were able to pull out videos for LinkedIn and YouTube, generate transcripts which served as the basis for blogs, and develop full video and audio episodes.

Beyond the content, we were also able to develop relationships further with guests and establish our credibility more in the medical device field.

YouTube Success: Short-Form Video

While we shared several clips per podcast recording or interview conducted, we were often surprised by which topics resonate most strongly with viewers, giving us the chance to better understand concerns of our audience.

Video featuring CTO discussing software development that generated over 900 views

Video clip explaining the Value of Explaining “Why” Behind Design Decisions; Generated over 800 views

Video clip discussing LLMs as way to optimize coding; generated over 1,000 views

Key Achievements

  • Led comprehensive company rebrand in 2022 to strengthen alignment with the medical technology industry

  • Successfully built newsletter subscriber list through strategic LinkedIn advertising campaigns

  • Developed targeted value propositions for medtech marketers through market research

  • Created and executed trade show strategy generating new business opportunities

  • Launched multi-platform content strategy across LinkedIn and YouTube

  • Produced and managed company podcast with professional editing and production standards

Video camera recording a woman sitting in a room with bookshelves in the background.

Contact

Interested in working together? Please fill out the form, and I will be sure to get in touch.

I look forward to our conversation!