We’re Really Not that Expensive

We preach a lot about transparency. If content is a conversation, and we want to build a relationship with our audience, then transparency in our marketing and communications is imperative. The risk? Transparency leads to vulnerability. But addressing our customers’ initial concerns is one of our priorities. So let’s talk about one of the top … Read More >

Why We Talk to Compliance FIRST

In highly regulated industries, producing content is challenging. You need a unified strategy, domain experts who are willing to engage and executives who back you up when you hit a hurdle. Plus (and cue the “Jaws” music now), you need to get that content by compliance. But you can actually turn off the scary music. … Read More >

Are You Scared of Your Customers?

When we start a web project, one of the first things we ask is, “What are the top 5 questions people have about your organization?” Then we ask, “And where are the answers on your site?” Guess what? They’re usually buried. Let’s start with why. Transparency Leads to Vulnerability Often, organizations are afraid to answer those … Read More >

How to Pick the Right Content Type

Isn’t the world of modern marketing great? Now, instead of having to worry about just one kind of content—like written articles—you also have to worry about podcasts, videos and infographics. How is one content marketer supposed to do it all? And how do you get the budget you need to make it all happen? Download … Read More >

3 SEO updates for 2017

Oh, the game of SEO. It just keeps changing on us, doesn’t it? Well the good news is, we’re staying on top of it for you. 3 SEO Tips for 2017 SEO is now about focusing on user experience: As the search engines become more sophisticated (really? I still can’t find what I’m looking for), they’ve … Read More >

Hospitals: Why your B2C is going to be B2B

For the longest time, hospital marketers have been focused on marketing to consumers. But as referral patterns continue to shift, doctors will be our focus. In the 11 years I’ve spent in healthcare marketing, I have seen hospitals shrink or even eliminate their physician liaison programs. But, I think they’re going to resurrect them. Physicians … Read More >

The Growing Potential of Podcasts

A couple of weeks ago, Ian Altman invited me to appear on his podcast, “Grow My Revenue Business Cast” (listen to the full podcast). The experience got me thinking about whether marketers are truly maximizing this unique channel to the fullest effect. Do People Actually Listen to Podcasts? Edison Research examines podcast consumption each year. Their … Read More >