From the Experts

6 Marketing Hacks for Securing Content from the C-Suite

02/26/15 by Erin Mooney, Account Manager

Your executive and clinical teams are excellent brand ambassadors, but getting them involved when developing content can be a challenge. Whether you need a President’s Message for your annual report or a physician’s quote for an e-newsletter, consider these tips the next time you're securing content from a member of your leadership team.

Be mindful of your timing. Speak with the leader in person or by phone, if possible. Raise the topic of the upcoming marketing piece and your interest in involving him or her in the content. Make sure the timing of your conversation gives ample time to fulfill the request you’re about to make.

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Topics: Marketing

3 Key Metrics of Digital Marketing

02/06/15 by James Colvin, Insights Manager

With digital marketing more prevalent than ever, measuring its true impact is essential. Let's explore three levels on which you can track performance of digital campaigns.

According to Gartner’s 2014 Digital Marketing Spending Report, digital marketing spending averaged one-quarter of companies’ marketing budgets in 2014, and more than half of the companies surveyed plan to increase their digital spending in 2015 by an average of 17 percent. As digital marketing takes up a larger amount of the marketing budget, measuring the efficacy of those efforts becomes more and more important. Here are three metrics that marketers can use to measure the performance of a digital strategy.

Engagement

Measuring engagement can primarily be done using Google Analytics by properly setting up Goals within your account. Look at the metrics that confirm if people are reading our content and sharing it with others. Measurements such as pages per session and session duration demonstrate that people are looking at the content being shared—and that theyre spending a good amount of time perusing the subject matter. While its more complex to set up, monitoring downloads of images or other content as well as sharing across social networks is also valuable feedback on whether your online content marketing is resonating with readers.

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Topics: Marketing

The Case for Content Marketing: Top 5 Stats

01/30/15 by Jason Skinner, Chief Marketing Officer

In a field full of buzzwords, theres probably none more talked, tweeted, pinned, or SlideShared about than content marketing. A Google search for the term yields more than 360 million results. (For comparison, a search for "Justin Bieber" yields a paltry 200 million.) I can imagine it wont be long before content marketing shows up in a SnapChat or two—and just as quickly disappears.

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Topics: Marketing

5 Ways to Make Your Custom Magazine a MUST Read

01/23/15 by Erin Mooney

You dont have to be Cosmo or Real Simple to engage readers—but you can take a page from their best practices. Apply these five characteristics to get readers just as excited about seeing your magazine in the mail as they are about national magazines.

Publishing a fully custom magazine that features your organization’s content is an excellent way to promote your brand and engage your audience—but only if your audience finds the content relevant. To help determine what will work for a general audience, think of your favorite magazines. What do they look like? Why do you read them? What moves you to share the content with colleagues and friends?

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Topics: Marketing

Social Media Shakedown

01/22/15 by Rachel Stewart, Senior Copywriter

There are more social media platforms than ever before, with some research citing more than 500 sites to choose from. Are you using the right ones to connect with your audience?

Pew Research Center’s Internet Project’s 2013 study ranked the top four forms of social media. Of the 1,445 adults polled, Facebook continued to lead the charge, with LinkedIn in second place. Virtual corkboard Pinterest was in third place, while 140-character-based Twitter placed last.

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Topics: Marketing

Open Sesame: Getting the Best Open Rate on Your Email Marketing

01/19/15 by Rachel Stewart, Senior Copywriter

The first documented newsletter appeared in 1538. Today, these informative briefs fill email inboxes around the world. Heres how to make your subscribers click and convert.

Making your message stand out among the spam, discount offers, and personal correspondence in a crowded inbox is a tall order for any marketer. Try these tips before sending your next e-newsletter.

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Topics: Marketing

The Evangelist of UnMarketing: Q&A with Scott Stratten

01/09/15 by Jason Skinner, Chief Marketing Officer

The 2014 Healthcare Internet Conference (HCIC) featured several outstanding speakers, but perhaps none provoked more thought, laughter, and inspiration than Scott Stratten. His “unmarketing approach reimagines the business-customer relationship and focuses on creating exceptional, real-time experiences that build trust through listening and engagement.

Following the HCIC conference, I caught up with the best-selling author of Unmarketing and Unselling to learn more about his mission to help organizations stop marketing and start engaging.

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Topics: Marketing

Inbound Marketing: By The Numbers

12/19/14 by Eric Clarkson, Interactive Designer

Prospects may be 60-70% through the buying process before engaging with your organization. To meet these potential customers where and when they're seeking information, smart marketers are expanding their toolkit to include inbound marketing tactics. Check out our infographic for statistics on inbound marketing.

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Topics: Marketing, Infographics

Webinar: Take Your Member Onboarding to the Next Level

12/18/14 by Jason Skinner, Chief Marketing Officer

Learn how leading credit unions are taking a more strategic, systematic approach to engaging new members.

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Topics: Webinars

5 Tips for a Better Blog

12/11/14 by Rachel Stewart, Senior Copywriter

A great blog is at the core of any successful content marketing strategy. Here are five tips for making your blog a dynamo for driving engagement and conversion.

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Topics: Marketing

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