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5 Tips for Creating a Healthcare Newsletter Customers Will Love to Read

Do you include email newsletters in your healthcare marketing recipe? Would you like some new tips to spice up and engage your readership? Newsletters can be very effective when used properly. However there are certain key elements that will entice prospects and customers to take interest in your products or services. Here are 5 tips for creating an enjoyable healthcare newsletter that draws customers to your business. #1. Many 'Voices' Most newsletters are written by one author. The problem with that strategy is that only one voice, one point of view, and writing style are conveyed. And yet multiple authors bring different perspectives and writing styles to the table, which helps to attract a more diverse readership. The result is that your newsletter will become more effective and enjoyable to read and hence your … [Read more...]

5 Things to Look For in a Content Marketing Hire

Businesses like yours have a new imperative these days: they must develop content that will draw people to their sites. The goal is to create and share content that your customers (and would-be customers) will find valuable, seek out and want to consume. In a recent post on the 10 rules marketers can’t afford to break, Scott Maxwell wrote, “Your content is at the core of all of your marketing.” But that poses a tricky situation for a lot of marketers, doesn’t it? For many, things like content creator, writer and videographer aren’t business skills they’ve traditionally needed or nurtured. There are a lot of things to look for in a content creator, but here are the skills that Ann Handley (co-author of Content Rules) considers to be the most critical. Read full article here. … [Read more...]

Will People Miss You If You Don’t Show Up Next Year?

This was actually the last line in one of Seth's articles. You might be thinking, "Everything is going as it should." You're blogging consistently, you have an active Facebook page, you actually have conversations on Twitter, and your newsletter is attracting quality prospects - everyone loves you! But what if you suddenly stopped doing all that stuff? Will people miss you, or your content if you don't show up next year? For that to happen, you have to stop with the "safe messaging" and start raising a few eyebrows. Use your content to: disagree with someone important - just because the 'experts' say there is a 'proven formula' to succeed in email marketing, social media or whatever, do you agree? If not, why  not challenge them and tell them why you disagree. kick political correctness to the curb - when the unpopular thing needs … [Read more...]

Why Your Blog May Be Worth Millions

On Superbowl weekend AOL purchased The Huffington Post blog for $315 million. What they got for their money was: 25 million unique visitors PER DAY Arianna Huffington to lead the new digital-media powerhouse 6000 unpaid bloggers (past notable bloggers include President Obama, Hillary Clinton, Bill Clinton, Diane Sawyer and a long line of celebrities and political heavy-weights) If this doesn't confirm what we've long suspected - that digital assets are the trend for the future, I don't know what does. How does this shape the way we think about business blogs? A business blog (which is where most original content resides) is the single most important digital asset an organization owns. It embodies the idea of content and community - that valuable content attracts and retains a community of brand-believers, prospects and … [Read more...]

Content Thieves and Google’s New Gatekeeper

Last week the head of Google's Webspam team, Matt Cutts explained the algorithm changes they made to prevent content scrapping. It was long overdue. Google has been under a lot of pressure to penalize content thieves who benefit from higher search rankings at the expense of content creators. But there are two things that worry me. Firstly, exactly how does Google determine the original source of content? Matt Cutts explained on his blog that Google will be: “evaluating multiple changes that should help drive spam levels even lower, including one change that primarily affects sites that copy others’ content and sites with low levels of original content.” That's great! But I want to be certain that the system is fool-proof. That it does not inadvertently penalize the wrong website. I would imagine that the originator would need … [Read more...]

Why You Need A Content Manager

Companies are getting excited about content. They've realized that it's the first point of contact with a customer and many are now 'publishing' their own stories. The problem is that there hasn't been a clear strategy to define content goals and expectations in the organization. Even within management there seems to be a disconnect concerning the role of content - The CEO wants ROI, the Marketing Manager wants SEO, the Sales Manager wants quality leads and on and on. How does the organization deal with these different expectations? I'm not too sure how many companies are intentionally thinking about a Content Manager. Forget about the title it-self and focus on the job description. The person in charge of content in the company is equivalent to an Editor-in-Chief at a publication. According to Ann Handley, Chief Content Officer of … [Read more...]

Why You Should Publish ‘Other People’s Content’ (part 2 of 2)

As I pointed out in the previous article, curation is about blending your original content with carefully selected third-party content and presenting it in a way that is meaningful and appealing to your audience. It is a much needed service in a world where readers are drowning in information. As Erik Qualman, author of Socialnomics points out, curators are distribution agents for creators helping them to put relevant content in front of the right audience. But don't get me wrong. At some point you must create and publish original content if you want people to take you seriously. That's how thought-leadership is established. In the meantime however, there are real business benefits associated with content curation: Brand visibility: Organizations that are new in the publishing arena may use curated content to quickly 'catch up' and … [Read more...]

Why You Should Publish ‘Other People’s Content’ (part 1 of 2)

Thriving businesses understand that the success of their brand depends as much on the creation of valuable content,  as it does on creating products or services that solve problems. That's because more consumers are relying on additional information or content from trusted sources to make their purchasing decisions. 'Trusted source' content includes opinions of friends, family and peers (as seen on their social media channels), expert blogs, preferred business blogs etc. By taking advantage of the opportunity to create engaging content, winning brands are able to sway consumers in their favor. These brands have taken on the role of 'publisher' - a challenging but necessary enterprise. The problem is that publishing - consistent creation and distribution of content -  is a formidable task. Few brands have the time or the resources to … [Read more...]

Should You Give Away Your Content for Free?

Should you give away your e-books, white papers and case studies for free, or should you require a name and email address before people can download your content? It's an excellent debate. Content has a higher chance of being downloaded and shared with peers if it is FREE - A study that David Meerman Scott conducted showed that the ratio is 50:1 for free downloads vs form downloads. On the other hand, organizations that have an obligation to investors, management and sales must incorporate a system of capturing leads. In fact most corporate organizations measure the performance of their sales and marketing teams by the number of leads they're able to generate on a monthly or quarterly basis. Where the two points of view converge is in the use of a secondary offer. The idea would be to offer your initial content for free and then … [Read more...]

3 Things Every Business Website Needs

With all the different options that consumers have to engage with brands, corporate websites are losing their effectiveness as primary tools for brand awareness. That's not necessarily bad news. It just means that your marketing mix has to be more innovative and your website has to be more compelling in order to attract and retain customers. You also want to make sure that your content efforts are integrated with the objectives of your sales team. Here are 3 key website areas that you want to focus on: Content: The main problems that organizations experience as far as content are: Producing engaging content - the solution is to produce content that answers the reader's WIIFM (What's In It For Me). Producing enough content - the solution is to create an editorial calendar that will help you to plan, write and publish content on a … [Read more...]