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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...]

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...]

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...]

How to build a Content Strategy for Online Healthcare Communities

Did you know that health-related research is among the top three online activities worldwide? In the United States alone, more than 100 million Americans per year will visit health-related sites such asWebMD,,, and CNN Health, among thousands of others. Within the massive ecosystem of health-related content websites, community-based sites are critical sources of trusted information for patients and caregivers. They offer a single spot for multiple stakeholders — including marketers — to interact with and contribute content to the community. And that’s where marketers need to get smart. So how should marketers approach a content strategy for an online health care community and ensure that content is credible, relevant, and supportive of the organization’s objectives? Andy McCartney offers a … [Read more...]

3 Steps to a Social Media Content Strategy for Healthcare

Does your healthcare organization (HCO) have a social media content strategy? Are you wondering what that involves? I find that there is often a disconnect between social media execution and content strategy in healthcare marketing. In other words healthcare marketers understand the value of social media but they don't always relate it to content marketing. Social media is only a vehicle for delivering compelling stories (content) across the social web. Your audience then shares and discusses what is relevant and interesting to them. Photo credit: It's not just about having a Facebook page or Twitter profile. It's about using those platforms to attract and persuade patients and consumers who can then make decisions that are profitable for your business. Here's how to develop a social media … [Read more...]

4 Reasons Why Being Narrow-Minded is a Great Content Strategy

Do you wonder why many blogs fail to attract desirable audiences? It could be that they are not narrow-minded enough... What I mean by that is that most unsuccessful blogs do not focus their content on a specific topic or niche market. Narrowing down your blog to concentrate on a singular path helps you to focus your attention and efforts on attracting the right audience. For sure when you first start blogging you may not know right away what you want to talk about (although that's a big mistake in itself here are some helpful tips) or what kind of target audience you want to attract. In that case there's no harm in 'sowing fields' and spreading your message far and wide. But ideally as you continue to blog consistently and your vision becomes more defined and you can start to create content that serves a more narrowly … [Read more...]

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...]

Content That takes You No-where

You know the story... "'Cheshire Puss,' she began, rather timidly...`Would you tell me, please, which way I ought to go from here?' 'That depends a good deal on where you want to get to,' said the Cat. `I don't much care where--' said Alice. `Then it doesn't matter which way you go,' said the Cat. `--so long as I get SOMEWHERE,' Alice added as an explanation. `Oh, you're sure to do that,' said the Cat, `if you only walk long enough.'" (--- Lewis Carroll in Alice's Adventures in Wonderland) Getting It Wrong When it comes to creating and publishing content, it's very easy to get it wrong. Many people take the misguided approach to content marketing. They start a business blog or some other type of content marketing campaign without knowing what outcome they want to achieve. Like Alice in Wonderland, they … [Read more...]

Content Mapping: How Buying Cycles Inform Your Content Strategy

Most B2B marketers recognize that great content has the ability to influence potential customers. What is not so clear is when to share content and how much to share. It's a bit like explaining sex to your kids - When they're really young they don't need too much information. But as they grow older, their curiosity intensifies and their questions become more sophisticated. At that point you will need to give them more (age-appropriate) information. If you don't, they'll get it one way or the other (yikes!) What do they need to know It's the same thing with your prospects when they're at different stages of the buying cycle. You should always ask yourself what their needs are at each stage and what kind of content they require to address those needs. Too much too soon will scare them off and too little too late will send them to … [Read more...]

Content Mapping: How Buyer Personas Drive Your Content Strategy

The chorus about content marketing and how it influences buyer behavior is getting louder. No-one in Corporate America will argue that content has not emerged as a powerful tool to address buyer concerns, shape brand perceptions and ultimately influence purchasing decisions. The problem however is that marketers aren't necessarily creating the kind of content that persuades prospects to buy their products. Pushy Messaging Many brands are still investing heavily in content that gives off heavy marketing vibes - product information, self-centered messaging and other irrelevant information that turns off prospects and generates buyer resistance. In order to create content that resonates with buyers and actually influences their purchasing decisions it is necessary to develop detailed buyer insights that tell why prospects behave … [Read more...]