Late last month, the CMO Council, in partnership with NetLine Corporation, released a survey highlighting research conducted to understand the online content sourcing and sharing behaviors of B2B purchasers worldwide. The study found that content garnered from trusted sources is crucial to the discovery, qualification and selection of partners and vendors. In fact, a vast [...]
The movement toward brand journalism offers special benefits to the health industry. Healthcare affects everyone’s life, so audiences naturally relate to timely news and information about topics like medical advances, patient treatments and personal health advice. Equally compelling are the human-interest stories that abound in the healthcare field. Such high-interest content makes brand journalism sites [...]
In healthcare, people don’t generally like to think about reusing things –unless, of course, they’ve been sterilized. Whether your hospital just started a new fiscal year or you are getting ready for budget season, now is a good time to be thinking about how you can reuse, reimagine and repurpose content you already have to [...]
If you are a journalist looking for new opportunities, check out the healthcare industry. And, if you are managing a healthcare marketing and public relations department, you should think about having a journalist on board, if you don’t already. Why? Because healthcare public relations needs to evolve to a brand journalism model in order to [...]
There are two main types of questions we ask on Google. One is the “instant-gratification” question… “Who was that actor?” “How do I hide a post on my Facebook timeline?” “Where’s the nearest Starbucks?” Google finds the answer, and you’re done. The other is the broader, “life” question. These questions aren’t answered just by reading [...]
Even in 1957, Walt Disney understood the power and importance of an integrated content marketing program. His hand drawn map remains a best-practice for content marketers today.
If you want killer content, your PR team needs a seat at the table. Here are three reasons why.
A few Sundays ago I reached the tipping point. It started out as a typical Sunday afternoon. My two sons, inspired by the previous night’s bedtime story of the Avengers, transformed into Iron Man and the “Credible” Hulk to fight evil doers in the basement. My wife was at the store rummaging for milk, school [...]