Strategy

Best practices for laying the foundation of a successful marketing program from the minds of GLC.

5 Ways to Make Your Marketing More Inclusive

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…

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Create Great Webinar Content in 6 Steps

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…

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How Social Determinants of Health Can Inform Your Content Marketing

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…

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How to Use Content Marketing Metrics to Measure Business Success

“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…

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The Session You Can’t Miss at AMPLIFY 2022

AMPLIFY 2022 kicks off in Washington, D.C. on June 22, and we’re amped up to rejoin our association colleagues for what is sure to be an exciting two days of knowledge-sharing and networking. We’re especially excited to share our secrets to growing engagement during our session with the National Mul…

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Should Your Association Be on TikTok?

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…

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[Guide] How to Make Your Content Work Harder for You—Not the Other Way Around

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…

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How Long Should a Blog Post Be?

Have you noticed blog posts are getting longer? In 2021, the average blog post was 1,416 words, according to Orbit Media. That’s more than 500 words longer than the average blog post in 2015. A corporate blog was once a way for an organization to produce a high volume of content in a short time with…

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Why Gen X Is the Healthcare Consumer You Can’t Forget

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…

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6 Ways Content Can Humanize Academic Medical Centers

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…

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