Off the Page with Hannah Chudleigh

In her Off the Page interview, Hannah Chudleigh, communication specialist at Cook Medical and content contributor at SelectHealth, talks about getting creative in a regulated industry—and why that doesn’t mean creating white papers.

Meet Hannah Chudleigh

Hannah Chudleigh is a communication specialist at Cook Medical, a medical technology company that eliminates the need for open surgery. She’s also a content contributor at SelectHealth, a health plan that serves members in Utah and Idaho.

A people-centered marketer who prioritizes user-centric strategies, Hannah creates content to increase brands’ search visibility, reinforce brand values, and transform jargon into delightful content.

Those goals are tested daily in the medical-device industry, which can present a maze of reviews and a litany of rules and requirements. But for Hannah, that’s when innovation comes in.

“I recently worked on a set of guidelines for regulated content based on FDA standards. Content marketing in a regulated industry can be difficult, so we came up with some creative content categories to help inspire some content ideas that are still safe and accurate for readers.”

Learn more about her content marketing POV in the interview below.

What recent piece of content made you jealous?

Dr. Howard Luks makes a lot of relatable health content, but one piece I envied was his content on why shoulders hurt. It's a blog post that includes a video. His content is simple, engaging, and informative.

What content marketing skill or tool are you learning this year?

Data skills.

Content marketers need metrics so we can improve content and prove our worth. Currently, I'm recertifying in Google Analytics and learning more about the data functions in our media monitoring solution.

Which other brand’s content do you admire most?

For healthcare content, I love Cleveland Clinic. Their blogs are informative yet relatable.

If you could recommend one book to every content marketer, what would it be?

Stories that Stick by Kindra Hall.

Which individual or organization would you love to collaborate with on a content project?

Eddie Shleyner would be hilarious to work with. His brand, Very Good Copy, is witty and aptly named.

What don’t non-content marketers understand about content?

Just because someone can write doesn't mean they can write well.

People don't always appreciate the skill it takes to write something thoroughly.

All my coworkers can write, but non-content marketers don't always appreciate the skill it takes to write something thoroughly.

What part of the content-marketing workflow do you wish went faster?

Approvals.

Healthcare is a heavily regulated industry, so I understand that there is a need for regulatory checks, legal reviews, etc. But the approval process can take weeks, and in a content marketing world that's only going faster, sometimes relevancy is lost because the approval process took so long.

What do you consider the most underrated type of content?

Social media.

Sometimes I find myself publishing every day just to have something to feed the platform algorithms. But when I look back on what I've posted, I realize how much some posts have resonated with our audiences.

Social media is not just an intern’s job.

Social media is so ubiquitous that it's a part of people's lives, and people don't realize how much social media affects them. Social media is definitely underrated. It's not just an intern's job.

What type of content marketing do you secretly hope goes extinct soon?

White papers.

They're too dry to be marketing content, not detailed enough to be clinically helpful, and not specific enough to be a case study. In trying to reach all audiences at once, white papers don't reach any.

Which content marketing talent would you most like to have?

Graphic design skills.

I'm learning some basic concepts, but there's an artistry to graphic design that I just don't have yet.

What is your most treasured content marketing tool?

Ubersuggest.

It helps me come up with keywords and content ideas based on competitors.

What do you most value in your teammates?

Honesty.

I can rely on my teammates for honest feedback, sincere compliments, and trustworthy advice. That honesty helps us communicate clearly and builds trust.

When you hang up your content-marketing hat(s), what one word do you hope colleagues and clients will use to describe you?

Supportive.

Especially after the pandemic, I hope my colleagues will know that I cared about them both as a coworker and as a person. Our lives outside of work can still affect our job performance and I want my team to know that I support them holistically.

About the Off the Page series

Legend had it that Marcel Proust, a French novelist, had a list of twenty questions that could reveal a person’s true nature. Vanity Fair later adopted and popularized the questions for a series of interviews with cultural figures and celebrities.

Off the Page (probably) won’t reveal any of these have-to-follow marketers’ true nature. But it hopefully uncovers attributes, points of view, and experiences worth learning from.

Who else should Off the Page Feature?

Recommend a content marketer for a future edition of Off the Page.