Jul
Diversity and inclusion are front and center in marketing these days, and it’s about time. Underrepresented and marginalized groups have been left out of marketing and advertising for decades, but top brands across the globe have been changing their tune. Think about the Gillette ad in which a fathe…
Jul
More than 70% of B2B marketers name webinars as their best method to generate high-quality leads. And with the boom in videoconferencing caused by the pandemic, consumers are more familiar and more comfortable than ever with webinar content. Webinars are a great way for content marketers to diversif…
Jul
Connecting people to care is the mission behind every healthcare organization. But certain barriers can make those connections more complicated to forge. While there are many ways to be proactive about good health, everyone’s health is partially influenced by a set of factors that are mostly out of…
Jul
Great stories happen every day at your hospital. Why not use them for recruitment? Savvy job seekers will recognize and appreciate the difference between authentic stories from current employees and routine campaign messaging. These tales allow potential employees to see themselves as part of your o…
Jun
“What gets measured gets managed.” Those often-quoted words of renowned business consultant Peter Drucker inspired the data-driven culture most businesses and marketers live by today. Content marketing metrics can provide a wealth of knowledge about the health of your website, content program and ev…
Jun
If a marketer creates great content, but no one engages with it, does it have any impact at all? This spin on the classic tree-falls-in-a-forest question is the reason marketers don’t just measure output, but engagement, too. Engagement is crucial because it creates a conversation between you and yo…
Jun
Not every social media channel is right for every organization, and you may have already written TikTok off as a trend better suited for Zoomers (aka Gen Z) or quirky corporations like Wendy’s. But TikTok has evolved from silly dance videos and memes to encompass a range of diverse content, and you…
May
Ever feel like you’re working unnecessarily hard for your content—and not the other way around? When it comes to content, a common misstep that organizations make is failing to establish a content strategy and clear processes for planning, creating and distributing that content. As a result, many ma…
May
Sandwiched between the massive generations of baby boomers and millennials lies Generation X—those 65.1 million U.S. residents born between 1965 and 1980. Gen Xers grew up in a hands-off environment. They’re known as latch-key kids and skeptics. They came of age in an era of technological innovation…
May
It’s a common plight: Marketers struggle to humanize academic medical centers. Consumers know you’re the place to go when they’re facing a serious, scary diagnosis. But for their everyday primary care or preventive health and screening needs? Not so much. Academic medical centers—with all of their v…