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Millennials, Brands and Digital Content [Infographic]

Jay (not real name) is a 26-year old grad student from Chicago. He is single, is active on Facebook, Twitter and Flavors.me. His favorite websites, newspapers, magazines or TV shows are: The Economist, The Onion, Slate.com, Theoatmeal.com, Xkcd.com and Dexter. Jay has this advice for companies who want to truly reach him and his friends: "Take time to engage with us. Don't just push your message, but listen as well. Social media networks make this very easy for you but they're often misused or underused by companies like yours. Prompt a response, a discussion and relate your company to someone's life. Don't be afraid to step outside your specific product and go for the bigger message to which we can relate and participate." Millennial conusmers a.k.a. digital natives, are fast becoming a very influential group of consumers. Brands … [Read more...]

5 Things Highly Effective Content Marketers Do Differently

Are you wondering what the best content marketers do differently? Why not take a peek into their habits and practices, to glean insights that could take your own content marketing to the next level? A while back, Content Marketing Institute and MarketingProfs published their latest report, B2B Content Marketing: 2014 Benchmarks, Budgets and Trends – North America. The report shows two sides of content marketing. On one hand, the industry is still growing and has a long way to go. On the other hand, things are looking up and confidence is growing as many marketers start to get it right! Where Are We Headed? What’s clear from the report is that the most successful B2B marketers are doing more! “More what?” you ask. Well, they’re spending more money, paying more attention to strategy, using more tactics and social media platforms … [Read more...]

3 Lessons on Influence Marketing and the Ultimate Inner Circle

Most senior executives are well acquainted with the concept of influence marketing. The idea is to build relationships with a group of people who are able to sway the buying decisions of your target audience. We’ve been conditioned to thinking of influencers as celebrities, public figures, or Twitter profiles with a Klout score of 70. But these are not the people who influence your customers. In fact, when shopping for your products, prospects are more likely to be swayed by their families, friends, and peers – people with whom they have common interests and a trusting relationship. But since most CEO’s don’t have access to this “inner circle,” what other options do they have? #1. Digital Friends Well the good news is that today’s consumer has a whole new set of individuals and brands that make up their inner circle. This is a … [Read more...]

6 Content Curation Tips for Delivering Maximum Value to Your Audience

Do you curate content from other sites on your own blog? If so, you're probably doing it one of two ways. Either you're just posting excerpts (not the whole thing!) of other people's articles and including a link back to the original source (this is actually called content aggregation). Or you're posting excerpts of other people's articles and adding your own commentary to provide additional insights and context to the article (true content curation). The first method offers some value to your audience in the sense that you're doing a lot of the heavy lifting on their behalf thus giving them a quick resource for keeping up to date with relevant content. In exchange they rely on you to point them in the right direction for content on a particular topic(s). See Alltop.com as an example. The second method offers even more … [Read more...]

6 Tips for Using Content Marketing & Social Media for Any Doctor

Are you a doctor who's interested in learning how content and social media marketing can help grow your practice? For decades doctors were able to get away without investing too much money in advertising or marketing. Then when the Internet changed everything, many of you started to use (and are still using) costly methods of online advertising to market your practices e.g. banner ads. The problem is patients have completely tuned out to some these tactics and developed chronic cases such as banner blindness. According to Pew Research, today’s patients are increasingly turning towards the Internet to find information (not advertisements) about symptoms, treatment and support. That means if you want patients to find you when they go online, you need to be involved in content marketing and social media. And in case you're … [Read more...]

Social Listening: Consumers Don’t Like It and What Your Brand Should Do About It

It’s common for companies to listen to conversations on social media. This way, they can understand consumer opinion about brands, products, and services. The problem is consumers don’t like it. A 2012 study by JD Power and NetBase shows that 40% of consumers think social listening intrudes on privacy, even though this is “social media." False Expectations? The question is should users even expect to have online privacy in the first place? Last summer Google basically told a federal court that people who care about privacy should not use their service and as Molly Wood, executive editor at CNET subsequently pointed out: “Google reads your e-mail, knows what's in your calendar, looks at your photos, and knows who your friends are, and that's just via its in-house services. When you include the breadth of its search, Google … [Read more...]

The Key to Success with Sponsored Content

The use of sponsored content (also known as native advertising**) is on the rise, though not many brands understand exactly what it is, how it works, or who is currently using it. Sponsored content is content (e.g. blog posts, articles, Facebook posts, videos, tweets and Infographics) written (or co-written) by a brand (say SAP) and published on a publisher’s domain (say Forbes.com) for the purpose of acquiring new audiences. Sponsored content is interesting, engaging, quality content NOT a marketing message. It should add value to the user’s experience (i.e. entertain, educate, enhance communication etc.), and always, always line up with the reader’s expectations on the publisher’s site. It should also be labeled clearly as originating from the brand or sponsor and not the editorial team of the publisher. Here’s a great example … [Read more...]

6 Steps for Creating High Conversion Healthcare Content

Your job as a business owner or healthcare marketing professional is to get more customers to buy from you. But you can’t get today’s customers to buy from you using yesterday’s methods. Today customers have access to vast amounts of information (both online and offline) that informs their buying decisions. They want information from you as well. Not just product information or mere marketing messages, but rather information that provides tangible solutions to the real-world healthcare problems they are facing. Creating this kind of content enables companies like yours to build trust in their communities, thus making it easier for customers to buy. Here are 6 steps to creating high conversion healthcare content: #1.Tie content to measurable marketing goals For any content campaign to be successful you must tie your content … [Read more...]

8 Things Healthcare Should Know Before Launching a Content Marketing Campaign

It's interesting. Healthcare has taken longer than other industries to get into content and social media marketing. In fact to their credit, many healthcare marketers I've talked to are not interested in 'me-too' strategies. They want to know 'the why' of content marketing. Many of them understand the concept though not necessarily the strategy, and they're asking some really good questions. I strongly believe this is the right way to go. So if you're a healthcare marketer who's feeling the pressure to launch a content marketing campaign just because everyone else has, don't. Content marketing is a long term commitment. And while it is a beneficial strategy used by industry giants such as Johns Hopkins and GE Healthcare, beginners should give themselves enough time to be thorough, and to ask the right questions. Here are … [Read more...]