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Smashing Social Media Strategy at UAB Medicine

From what I've seen in the past, medical facilities aren't known for their social media prowess. In fact healthcare organizations are lagging behind when it comes to adaptation of social media content. So when you come across a facility such as UAB Medicine (Birmingham, Alabama) that has not only fully embraced social media, but is actually a stellar example of social media done right, it's time to take a closer look and investigate how they have become so successful!   The fact that they also have a social media commenting policy (below the fold) in which the rules of engagement are clearly stated is awesome because it supports, protects and enhances high-quality engagement. UAB Website Generally speaking, website content should do two things - engage visitors and/or convert them into customers! I love that the … [Read more...]

10 Easy Content Marketing Tips You Can Apply Today!

Content Marketing is all about engaging a well-targeted audience with valuable, helpful and compelling content that solves their problems and persuades them to do business with you. There is a strategic approach to creating valuable content, but assuming you're already doing that, here are 10 easy tips to embellish the content that you are currently producing: Tweak your Email Signature Below your email signature line, attach a link to a helpful & relevant blog post from your website to encourage email recipients to explore your site. Solve problems Focus on the core problem that your business solves. Then put out lots of content, enthusiasm, and ideas about how to solve that problem. (Put content on your blog, other people's blogs i.e. guest blogging, e-books or white papers, webinars, Google Hangouts, audio podcasts … [Read more...]

9 Tips to Make Healthcare Content More Compelling

With a few exceptions healthcare websites are plagued by content that is dull, difficult to understand and fuzzy on the value proposition. Online readers don't have time for this. In fact studies show that readers will leave your website within 10 seconds unless your web content communicates a clear value proposition to the user. Compare and contrast Take a look at United Healthcare which provides a clear value proposition. Users get that UHC provides healthcare plans that are simple and easy to understand. In addition consumers can quickly navigate the site for specific links to: various insurance plans employer plans doctors in the network and other healthcare resources UHC's clean and clear site is visually appealing and inviting to visitors.   In contrast look at Assurant health which is poorly … [Read more...]

Website Content: What Healthcare Marketers can learn from WebMD

WebMD suffered a serious blow this week. But whether it will cripple the company or not remains to be seen. It turns out that highly commercialized content is one of the charges leveled against the health-information website. Critics and users alike have complained that the company is a ‘drug pusher’, putting out content that steers consumers towards drugs manufactured by advertisers such as Eli Lilly. But social media also hurt WebMD: Although they receive over 107 million unique visitors each month, and total traffic of 2.24 billion page views in the third quarter of 2011, WebMD revenues fell about 10% to  $20million. Experts and trend strategists suggest that consumers are turning to other sources for medical information i.e. social media. In fact a recent survey from health-care research firm National Research found … [Read more...]

How Mayo Clinic Connects with Patients using Content Marketing [Case Study]

It's no secret that healthcare organizations are still wondering how to engage online without getting into trouble. For instance by October 2011 only about 20% of US Hospitals had some kind of social media presence. Some of the most pressing concerns preventing a greater adoption of content and social media marketing in this industry include: Privacy and security issues Professional code of ethics Malpractice liability and other concerns However organizations such as Mayo Clinic are not shying away from online conversations. Instead they are leading the way in developing compelling content created by: physicians and researchers telling stories about their research patient communities sharing their experiences physician specialists discussing patient care, innovations, and new treatments students of Mayo … [Read more...]

A Practical Approach to Content Analysis

If you tell a client or an employer that their content has issues, they will obviously want to know what kind of issues you're talking about and why they are issues. Knowing the answer to the question,"How do you know if your content is any good?" may not be easy. But it is extremely important if you want to show your client or boss how content measures up against the competition, and where it needs improvement. In order to judge content, you must become familiar with it, understand how it relates to other content and measure it for specific content qualities. A thorough content analysis allows you to flag problem areas, apply qualitative ratings, and illustrate real-life business reasons for improvement in a way that a client or an employer can appreciate. Read full article here. … [Read more...]