Articles in Content Strategy
Everyone in healthcare is talking about changes and the uncertainty that lies ahead. Unfortunately, as companies try to connect their products with those pain points, many are saying exactly the same things. Clients in this industry come to us to polish and promote their brands through bold statements – and that’s exactly what we did for Elsevier’s Revenue Cycle eLearning (RCE).
RCE asked us to promote their revenue cycle management training tools that support the ICD-10 changeover, due in 2013. Their educational products are numerous and complicated to describe, in an industry already buzzing with marketers, experts and lawmakers all fighting for attention in the space. Read A 'Roadmap for Successful Healthcare Marketing'
Mon, November 21 | By Jesse McGowan | Posted in Branding, Our Work, Design, Content Strategy, Identity, Marketing, Positioning, Social Media, Healthcare Marketing, Web Design
It seems like everyone's asking us about social media these days... how it works, its benefits and even if it's right for them. Never willing to let questions go unanswered, we put together a guide for our clients and friends, to share our approach to social media for B2B brands. Click here to check it out.
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You should write. There, I said - er, wrote it. If you want people to visit your website, read your brochure, or drive any sort of inbound marketing, make a habit of writing something your audience will find useful. If you continue to give them content that helps them in some way or they find interesting, they’ll continue to come back.
Oh wait, it gets worse. Read more.
Even a self-declared social media junkie like myself sometimes hits a roadblock when it comes to applying social media strategies for B2B marketing. It isn’t impossible. It just isn’t as obvious. You’ve heard time and time again that you need to get in and join the conversation, but the biggest fear for B2B folks looking to get in to social media is that they won’t have anything to say, or worse yet, there is no conversation going on to begin with. Read more.
Tue, November 2 | By Danielle Hohmeier | Posted in Content Strategy
Defining and following a strategy for content allows you to communicate with your current customers and prospects, creating a relationship built on trust. Instead of pitching products, you are delivering information that helps solve a problem. Read More
Who says you can't mix work and play? A stop in at a local pub reminded me of the importance of content strategy. Ultimately, less content that is more specialized and strategic will prevail in creating trust and long term customers. Read More
Often, potential clients will call us to build a new corporate website. They’re typically unhappy with their current site and want us to design something new and effective. The client often asks for a “facelift” for the website. We take a look, click around and find that the visual elements aren’t the main concern, it’s a lack of messaging and content. Read more.
The term “knowledge is power” is not new, however, it represents a concept that is often forgotten or abused in marketing. I don’t know which is worse: content that is too top-level, giving the audience only fluffy, feel-good words that do nothing to develop a deeper, more actionable understanding, or bulleted lists of details that go on and on for days.
There is a fine line to be walked between a preachy, marketing message and a specifications list that makes eyes’ cross, but when that balance is found, customers gain an education that is comforting and empowers decision making. Read more.
So often, marketing becomes nothing more than a battle of bullet points. Companies carefully craft PowerPoint presentations filled with details and buzzwords in attempts to beat their competitors. But is that really the most effective way to win customers? Read more.
Before I started writing this article, I did a few Google searches to come up with the number of marketing messages we see every day. There are quite a few differing opinions but the magic number seems to be around 3,000.
The clamor of marketing and advertising messages eventually turns into white noise and is filtered out by our brains. We flip past the first ten pages of most magazines, Tivo our way through commercials and mostly ignore offers for free stuff in the margins of Facebook.
A strong position helps to increase awareness by piercing through competitors offerings and imprinting your brand firmly into the hearts and minds of potential customers. Read more.
