Mar 4 2015
All things being equal, media and consumers trust studies without corporate or branded backing most. Edelman’s 2015 Trust Barometer confirms that academic experts are twice as credible to consumers as CEOs.
We are quick to call out bias, which makes a new report published by the Dietary Guidelines Advisory Committee last week so significant. An independent, government-backed advisory panel announced that drinking more coffee is good for you. It was the first time in 40 years the committee weighed in on coffee consumption and said that up to five cups of Joe a day are A-Okay. Now, federal endorsement for drinking coffee seems imminent.
If you work in the coffee business, I think you would agree: It doesn’t get much better than this.
One important question remains: How do you leverage positive and independent health research? Everyone agrees independent research ranks highest in credibility. But since you don’t own it, you can’t customize the study to fit your communications needs. Or can you? I spoke to our in-house RD and Manager of Nutrition Communications, Joanne Tehrani to find out.
Here are three…
Mar 2 2015
It’s official, Google announced last week that they will be updating their mobile search algorithm to include “mobile friendliness” as a ranking signal.
Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.
If any business has been hesitant about “going mobile” this should be major influence in motivating the build of a mobile-friendly site as mobile traffic will now be impacted by this algorithm update.
01. User Experience and Brand Reputation
Not having a mobile friendly site will hurt the user experience as well as brand reputation. Google did a study on what users want from a mobile site and here are a few key points: 50% of people said that even if they like a business, they…
Feb 27 2015
Any and every organization can learn and benefit from a proactive internal brand-building program. By learning more about internal brand building, any organization can uncover and energize the hidden brand power that resides inside its culture. In this cramped blog space I will restrain from providing a comprehensive how-to guide of internal brand building. Instead I will take a more compact, practical approach and pass along a few key lessons learned after 10 years of developing and implementing internal brand building programs. Here you go.
Feb 26 2015
Marketing and communications professionals love, LOVE having proprietary data to use. For us, data is transformed into brand positioning, front page headlines, lead generation, thought leadership, engaging content and more. A research project chocker-box full of cross-tab data and qualitative insights is a pot of gold at the end of magical rainbow for a creative communications team. It is!
Before you write a research project, here are five tips to help ensure you get meaningful and useful insight. Your mom said it best, “do your homework!”
1. Determine what organizations are already doing research. It’s hard to find a research topic that no one has explored. Conduct an environmental scan to determine who is engaging and sharing research: your competitor, an academic institution, a consulting group, a non-profit or a foundation. Understanding what organizations are producing research will help you understand what voice is missing and how your organization fits into that landscape.
2. What are they researching? Simply put: avoid over saturated topics. In the case of healthcare, we have produced a library full of good research on…