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5 Content Strategies for Boring Healthcare Brands

If people aren’t talking about you, they’re not talking about you for a reason. And the reason isn’t that they dislike you. They’re not talking about you because you’re boring.” ~ Seth Godin The formidable challenge for healthcare marketers of boring brands is that you have to present content that is remarkable and interesting, even when your product or service —on the face of it—is not. Let’s face it. Not every healthcare marketer has the advantage of selling sexy products such as face lifts, tummy tucks, or breast implants. But the fact is, boring products solve legitimate problems too. Extracting wisdom teeth or doing colonoscopies may not sound terribly exciting, but these services are extremely important, even helping save people's  lives. So, how do you get prospective patients or caregivers excited about the services you … [Read more...]

First Things First – Content Strategy Before Social Strategy

At the heart of social media is the desire that every consumer has to talk about something interesting, compelling and relevant and to share that information with his or her friends. The question marketers must ask themselves is: “What makes my brand so interesting that people will want to talk about it and share it with their friends?” (Even boring brands have something interesting to say!) You can’t succeed in social media if you don’t have something interesting to say. At this point in your social media experience, you (hopefully) understand that social media marketing is not just about having a Facebook page or a Twitter profile. Social media is the vehicle for communicating and distributing interesting stories (content) across the internet. In turn, readers share the content they think is compelling. What does content … [Read more...]

5 Content Strategies for Boring Brands

“If people aren’t talking about you, they’re not talking about you for a reason. And the reason isn’t that they dislike you. They’re not talking about you because you’re boring.” ~ Seth Godin The formidable challenge for marketers of boring brands is that you have to present content that is remarkable and interesting even when your product—on the face of it—is not. So the question is how should you get people to take interest in a boring brand? The key is in distinctive presentation. Every brand has a unique story about its origin, its people and its experience. The solution is to find an authentic theme, apply creative imagination and tell your story in a way that will attract and retain people’s attention. What was widely perceived to be boring could become inspiring or at least interesting to a group of people. Let’s face … [Read more...]

Borrowed Relevance: How to Engage Your Audience When You Have a Boring Brand

"There are two kinds of brands - brands that people talk about and brands that people don't talk about." ~ Josh Bernoff, Forrester Research Analyst and co-author of Groundswell. Sexy brands (Apple, Facebook, and Harley Davidson) are 'talked about' brands - they sell themselves. Boring brands are tough because people don't care about them. Marketers of such brands have to figure out how to get people talking about something they really don't care about. Is there a way around this? The answer is "Yes!' Borrowed relevance is a fairly new concept proposed by Josh Bernoff, in which he suggests that boring brands must encourage people to talk about something - even though the conversation is not about the brand itself. There are several ways to do this: One way is to identify your organization's core values and then start a conversation … [Read more...]