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5 Things Stopping You from Creating Enjoyable Healthcare Content

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Are you involved in healthcare content development?

Does it seem like an uphill battle trying to produce well researched, compelling and enjoyable content? If so, here are five things that could be standing in the way.

#1. No Stories

Many healthcare writers do not believe they are good story-tellers. They’re so used to discussing tough issues and complicated systems that they’ve forgotten how to share simple stories.

If you’ve forgotten or are not used to telling stories start simple. Try giving recounts and examples of experiences that you have had – places you went, events you attended, people you met, things you saw happen and so on. These are great for introducing your topic.

You can also draw upon dull existing content (e.g. product briefs) and translate into story-telling form. For instance a new medical device that your company just launched. Tell how you saw a need for the product. Was it because of an ailing parent? Describe his pain. How did it impact his life? How did that make you feel? What was the moment when you decided to do something about it? Something like that.

Quick tip: It’s hard to think of a story just when you need it. I would slowly build a story bank on Evernote  and come back to it when I need it.

#2. No Consistency

Imagine if Usain Bolt decided to run only when his schedule allowed. He wouldn’t be the fastest man in the world, would he?

Great content takes work, time, and practice. Enjoyable healthcare content is particularly tough to create because there are so many do’s and don’ts. There needs to be ‘something’ built into your that will make it stand out. And the only way to find that ‘something’ is to write a lot and to write often. Also don’t forget that your audience (and analytics!) will let you know what’s working and what’s not.

If consistency is a problem for you, get in the habit of using an editorial calendar to plan your content for months on end. If you put all other marketing efforts first and neglect the editorial calendar don’t be surprised that all you have is an unread blog.

#3. No Personas

Next to my desk I have a picture of a woman I met at a recent content marketing conference. She leads the marketing and communications department of a reputable hospital in Boston. She also represents my target audience i.e. hospital and healthcare marketers shopping for a content wri.

Whenever I write an article (including this one) I think about what she might like to read. That’s what personas are. Personas are fictional or real representations of people you’re trying to target. They could be an ideal or desired client (as in my case). Or they could be a product of research. Knowing exactly who you’re writing for helps you to create content that is relevant, compelling and hopefully enjoyable for them.

#4. No Focus

I’ve had some clients ask me very early in the conversation, “What social media channels should we should focus on?” It’s not that the question is wrong. It’s just that it’s not the first question you should be asking.

Social media comes at the end. At the end of what you ask? At the end of asking other more important questions such as, who are you creating content for (personas), what are their pain points, where are they looking for information, what kind of content would appeal to them in their current situation?

Then you can ask about Pinterest and Twitter and Facebook. Because why tweet if your target audience doesn’t hang out on Twitter? So first ask the right questions (those that help focus your content) and then you can talk about the platforms.

#5. Talking about Yourself

I signed up with a new client just after Christmas and last week I asked her how she found me. She said, “Twitter”. Turns out she was following the #hcsm conversation (more on that here) and happened to see a link to a helpful article on my blog. She clicked back to my site, read the article, dug around for a couple of days, talked with her boss and decided I was a good fit for them.

The point – talk about things that matter to those who could be looking for you. Most of the time those things have nothing to do with you. You should be thinking about issues that trouble your audience. Hence create content that solves their problems and helps them improve the quality of their lives.

And then somewhere in there mention in a modest, low-key kind of way, that you can help them some more if they’re interested. If you really must talk about your organization and products then try to use your imagination (see #1).

Over to you? What did I miss? What other things act as a hinderance to great healthcare content?

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16 Tools to Turbo Boost Your Blogging Process

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Do you blog regularly?

Are you looking for tools to make the process easier?

Blogging is hard work and it takes a lot of time to do it well. Wouldn’t it be great if you could streamline parts of that process?

In this article, you’ll find a list of tools, apps and advice you can use to find your groove and take care of blogging business.

#1: Brainstorm Blogging Ideas

When you need inspiration for your next blog post, where do you go? You can avoid blogger’s block by trying out these idea-generators to quickly get your creative juices flowing.

How to Use Quora to Cook Up Great Content: Adrienne Erin writes a pretty inspiring post about scanning Quora to find popular conversations and using those topics to create blog content.

Don’t Know What to Write About? Get Ideas From the Blog Topic Generator [Free Tool]: Ginny Soskey introduces HubSpot’s handy new topic generator. You simply put in three terms (nouns) you’d like to blog about and the tool spits out several topics. Of course, the topics aren’t always 100% perfect, but you can tweak them to make them work for you.

Let HubSpot help you find a topic to write about.

Need a Google Alerts Replacement? Meet TalkWalker: Since the future of Google Alerts is unknown, this alternative tool, suggested by Gary Price, might do the trick.

SearchEngineLand.com shares Google Alert alternatives.

#2: Get Organized to Be Productive

You have ideas, but now what? Keep track of them and organize your thoughts with cool online tools you can access from anywhere. Check out these resources that help you manage your ideas so you can make the most of your time.

How to Use Evernote as a Blogger: Michael Hyatt kills it in this timeless post where he shares his personal workflow using Evernote. His suggestion for setting up a blog template in Evernote is definitely worth the click.

MichaelHyatt.com walks you through using Evernote.

15 Tips & Tricks to Get More Out of Google Drive: If you’re not using Google Drive, you’ll be surprised how much you can get out of it! Brian Voo’s article introduces some cool ways to use Google Drive to do everything from mind-mapping to editing images.

How to Use Google Calendar to Create an Editorial Calendar: The best way to keep track of your ideas is an editorial calendar. Some people use spreadsheets, others use pen and paper. Rebecca Livermore explains why you should switch to Google Calendar and even gives you a step-by-step guide for getting started.

Learn to use Google Calendar as an editorial tool on AmyPorterfield.com.

#3: Optimize Your Content

Keywords not only help readers find you, they can also help you flesh out your post ideas. If you don’t know much about SEO (and really, even if you do), check out these posts that give you tips and advice about tools that can get you started.

Google Keyword Planner: The Ultimate Guide: Ask Ian Cleary any question about social media tools and he’ll write you an “Ultimate Guide.” So if you’re wondering about the ultimate tool for keyword research, look no further than his outstanding post about Google’s Keyword Planner.

Find out how to use Google’s Keyword Planner from RazorSocial.com.

Get SEO Tips When You Need Them: For novice bloggers who aren’t sure how SEO works, Matthew Tschoegl does a great job introducing InboundWriter’s WordPress plugin. It’s basically a “consultant on your dashboard.” It’s a paid plugin, but definitely check it out to see if it’s a fit for you.

The Beginner’s Guide to SEO: Moz is the SEO site. Their guide has been downloaded over a million times! That’s a good sign that it’s info you need. Even seasoned bloggers will learn a thing or two.

There’s a great SEO walkthrough on Moz.com.

#4: Find or Make Your Own Images (Fast!)

You know how important compelling images are for your blog, but it’s not always easy or cheap to find them. These articles show you how to find copyright-free images or make stunning graphics of your own!

How and Why I Use Photo Pin to Find Free Images for My Blog: John Jantsch of Duct Tape Marketing explains why he stopped using iStockphoto, Shutterstock and other image sites and started using Photo Pin. Be careful—you might be persuaded to change your mind too!

DuctTapeMarketing.com shares an image finding option.

Tool for Screenshots: Awesome Screenshot: If you’re still trying to capture screenshots using Command-Shift-3 or -4, stop! There’s a better way. Check out this simple demonstration by Amy Lynn Andrews.

How to Make a Banner for Your Blog Using Gimp (for free!): If you’ve ever wondered how to make cool banners and incorporate them into your blog post, this article by Karen Lewis of Simply Amusing Designs illustrates (complete with screenshots) how it’s done. Give it a try—it’s not difficult at all. [NOTE: This site is in construction until 2/28/14. Check the link next week.]

Creating a Header Image for Your BlogPicMonkey is an awesome free site (with a premium subscription option) to create and edit photos for your blog. Julie DeNeen, from Fabulous Blogging, also offers more advanced tips in her post, 10 Design Tips Using PicMonkey That You Might Not Know About!

Learn how to use PicMonkey over on FabulousBlogging.com.

#5: Tell the World

After all of the hard work of writing and optimizing your blog post, you’d better make sure everyone in your network sees it and shares it with their friends too. Here are some nifty tools and guides to help your blog post go that extra mile.

5 Social Sharing Plugins Reviewed: Dan Norris lays it all out with “what we like” and “what we don’t like” about five popular sharing plugins. Now you’ll know what to expect before jumping in.

Explore some great plugins on WPCurve.com.

Need a New Tool? 3 Social Sharing Tools That Do Something Specific: I like how Amanda DiSilvestro emphasizes the “do something specific” aspect of these tools. Indeed, these three tools are so specific you’ve probably never heard of them, but you should definitely give them a whirl.

Moz.com shares sharing tools.

The Essential Guide to Content Sharing: Yes, another Ian Cleary article (because he’s the tool guru, remember?). This time Ian’s “Ultimate Guide” includes 13 tools you can use to get the word out about new posts. Some of the tools you’ve seen, some you haven’t and some you should probably use more. Definitely check this one out.

What do you think? Which of these tools have you tried? Please share your experience in the comment box below.

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

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“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 about them. Those values might be community, work-life balance, diversity or empowerment. Liberty Mutual (from the boring category of insurance) launched the Responsibility Project as “the place to discuss doing the right thing.” By creating a platform where moral decision-making was the trending topic , Liberty Mutual shrouded themselves in relevance and (more importantly) social conversation.
  • Another way is to invite your community to talk about their own set of circumstances. Johnson & Johnson for example created a Facebook page for mothers with ADHD kids. They figured that they couldn’t spark an engaging conversation about their ADHD drug. But they correctly concluded that sufferers of the ailment (and their families) have their own set of interesting problems and why not talk about that? Their Facebook audience is a whopping 19,000 fans strong!
  • The other way that ‘borrowed relevance’ could be applied is to start a conversation about an entirely different brand with the intention of ‘borrowing’ some of their appeal for yourself. In 2007 Doritos invited customers to create their own Superbowl ads –  Turns out, that Superbowl (or any ad contest for that matter) are more exciting concepts than corn chips.

So if you’re a business that’s selling a product that doesn’t generate much interest, then the key is to borrow something that is relevant to people (topic, issue or concept), create a platform to discuss it while treading lightly on your own branding. This way, you will be able to identify your own (few) brand enthusiasts who will become very influential in spreading the word about your organization.

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9 Questions to Ask When Hiring a Content Marketing Consultant

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Hiring the right content marketing consultant is a significant business decision. Ideally you want someone with whom you will enjoy a great working relationship, but you also want to make sure that the person has experience, vision and business knowledge.

Here are 9 questions to ask yourself when vetting your potential hire.

#1. How much content marketing experience do they have?

To be a consultant of anything, you need a set amount of experience. But with content marketing, the concept, the talent, and the technology are all new (even though the practice of telling stories to promote a business is not).

If you consider that veteran content marketers have been at it for about 10 to 12 years now, that means the majority of consultants have much, much less than that. It’s important to keep this in mind as you decide whether you will hire based on experience.

#2. Do they understand the basics of content marketing?

Even more important than experience (I think) is the understanding of what content marketing is. Most organizations are still confused by the term, so it is even more important that the consultant is able to educate authoritatively on this subject. For instance they should know the difference between content marketing and social media, or similar subjects such as inbound marketing, and digital marketing.

#3. Do they understand the business value of content marketing?

Your potential consultant should also understand that content marketing is business marketing. She should be able to connect the dots between the creation and distribution of relevant content with the achievement of tangible business goals such as customer acquisition and retention, increased sales, reduced marketing costs and even operational efficiencies.

#4. What type of content marketing campaigns have they initiated in the past?

You want to see what kind of content marketing projects your potential consultant has done in the past so that you can evaluate her effectiveness as a professional. Her portfolio is a good indicator of where her core strengths lie and whether her past experience is a good match for your organization’s needs.

#5. How much do they value measurement of content marketing strategy?

The old adage ‘what can’t be measured, can’t be managed’ rings true for content marketing as well. A consultant who neglects measurement tactics cannot be trusted to steer you in the right direction. Find out what methods she has employed in the past for measuring content marketing and watch out for ambiguous answers as these spell major weaknesses in her strategy.

#6. Does their personality match your needs?

People do business with those they know, like and trust. Spend some time getting to know your potential consultant and dig deeper by asking questions that reveal her personality. Ask her how she would handle specific situations. Remember that a consultant is responsible for guiding your business. Be sure that you choose someone you can trust, respect and generally feel comfortable with.

#7. Do you have a common connection or referral?

How did you connect with your potential hire? It’s a wise idea to choose someone who has been recommended by a friend or peer. This way you can find out more information from the one who referred her, and cross-check the information that she has given you about herself.

#8. Do they use content marketing themselves?

The seller has to believe in the product they are selling. So when choosing a content marketing consultant, be sure to check that she is practicing content marketing herself. Does she have a consistent blog, does she send out a regular newsletter, does she use social media, what kind of online communities does she belong to? Remember, consultants are business owners too and they should practice what they preach.

#9. What’s your gut feeling?

After all is said and done, what is your gut feeling about this person? Does she make you feel uncomfortable? Do you trust her? If something doesn’t feel right, your best bet is to ditch her and start over. Trust your intuition to guide your decision and try not to second-guess yourself.

Over to you: I feel like I’ve missed something. What other questions would you add to this list?

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