by Sally McMahon | Mar 14, 2016 | Content Marketing
We were asked by the Kentucky Life Sciences Council (KLSC) to help with content marketing and event planning for the Derby Partnering Summit in May in Northern Kentucky. The Derby Partnering Summit brings together students, advocates, entrepreneurs, business leaders, academics and researchers from disciplines across the life sciences industry, including therapeutics, diagnostics, medical devices, healthcare information technology, health and wellness technology, nutrition and agriculture. A diverse crowd, for sure. We met with the KLSC team to find out what they needed help with specifically. There were event details to consider (hotel/venue, registration, catering), which we have experience with because of our annual MediStar Awards. There was also the larger task of reaching both new and established audiences. One new audience to this year’s event is grad students, PhDs, and post-docs in the life science disciplines. Returning to this year’s event will be life science startups, researchers and entrepreneurs. Why is content marketing important in this process? Because content marketing will allow KLSC to create and distribute valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. We took KLSC through our planning process using the three levels of content marketing found here. First, we helped them make a clear, executable plan by clarifying the story, developing goals and objectives, developing editorial calendars and style guides, creating content mapping and creating a channel strategy. Next, we implemented that plan by populating the web site with valuable, relevant, and compelling content (both curated and original) using the style guide and writing guidelines and editorial calendar mentioned above. Then we posted content using content mapping and...
by Sally McMahon | Jun 9, 2015 | Content Marketing
Getting started with content marketing: What is it? Why should I care? How can it help my business? If you are new to content marketing, here are the basics. How to explain content marketing to non-content people: If you hear crickets when explaining content marketing to someone at a networking event, your layman interpretation needs help. 6 ideas for your law firm’s content marketing strategy: Law firms know content marketing can attract new leads, but many lack the proper strategy and resources. 7 steps for starting a content marketing program in your organization: There is a dizzying array of information online explaining how to begin a content marketing plan. Get started now with this one simple guide for newbies. 25 examples of content marketing: Looking for a quick list of examples that you could implement today? Look no further. Over to you: Do you have any other tips related to creating and implementing a content marketing plan? Let’s discuss it further using the comment form below. Sally McMahon is with IGE Media in Louisville, Ky. IGE Media helps connect business leaders to new customers through advertising, content management and custom...
by Sally McMahon | May 22, 2015 | Content Marketing
Need specific examples of content marketing? Here are 25 ideas you can implement now. Research: Perform extensive keyword research to topic model its blog categories, then assigned experts to create “everything you need to know” about content for each topic. Enews: Create multiple newsletters if your audience has varied interests Give subscribers an option for a daily, weekly, or monthly newsletter. Adopt mobile-optimized design techniques—such as using a single-column layout, large text, and buttons, and spacing out links. Be sure landing page for web is mobile friendly. Eye Candy: Integrate exciting videos and entertaining infographics into publications. Polls: Create a quick poll on web site or social sites on a regular basis. Recognize them when you use one of their ideas. Case Studies: Think beyond straight text and consider adding visual elements such as videos and photos to make your stories come to life. Instead of focusing on traditional features/benefits, focus on the meaning of its technology. Blogs: Create valuable content, videos and answer questions about various topics in your industry. Focus on interactive conversations. Guest Posting: If you have individuals who are well-respected – or want to build a personal brand – consider using articles on other web sites. For articles to pack the most punch, it’s essential that they be about a specific need – not your brand. Articles on Web: Think about how members of your audience are segmented and what questions they may have, and consider organizing your content around these key areas. Consider who is your core audience and what is your content marketing mission? Events: In person events: If bloggers and the press are...
by Sally McMahon | Feb 11, 2015 | Content Marketing
Content marketing is all the rage right now, and there’s a good reason for it. The age of advertising is now shifting to digital; meaning that marketing efforts, transactions and even relationships are taking place strictly online. When it comes to marketing your business online, you have to do it effectively to see results. This comes from integrating several online signals. Whether these signals are your social media outlets or your company web site all depends on your goal. Start at the End: Your Goal Define your goal, no matter how small or big. Many folk underestimate the power of defining goals. When you want to be sure your marketing efforts are well spent, you should define one. Is your company’s goal to increase online sales? To acquire more email subscriptions? It starts with creating content (articles, blogs, etc.) that highlights your business’ main selling points. Start by identifying what your business is best known for. What products sell the most? What services are most utilized? Who is your target demographic? These are all very helpful to be aware of when crafting your online messages. Social Media Tips Get people engaged by hosting contests Success stories Ask followers to share your page Post videos and photos (these are very engaging) Post special of fers with a compelling call-to-action Link to your company web site Use bit.ly links instead of long, unappealing URL’s Share news, events and special promotions Invest in your page by boosting important updates Web Site Tips Take note of a competitors site and see where they shine (or don’t) Make sure headlines are keyword-focused Don’t have duplicate content on multiple pages Perform a web site audit to see what parts of your site need improving Include maps, directions, phone numbers, names and emails Include a FAQ section Update Your Web and Social Media Exist...
by Sally McMahon | Feb 10, 2015 | Content Marketing
Regardless of your status as a network physician, a practitioner in a private practice or even one with a concierge practice, your ability to generate income is directly related to your ability to treat more of the right kind of patients. Increasing your ideal patient load may no longer rest exclusively on the activity of your referral network. Individual Practitioner as a Brand You’ve trained in your specialty. You’ve build expertise. Yours is the reputation earned through years of practice, study and delivering successful results. When it comes to increasing your revenue, how many others know about you? In a business environment, referrals are a critical part of ongoing success. If you’re solely focused on the charitable referral, you (and your practice) are missing income opportunities. While your classmates from medical school and other colleagues may send their cases to you, the vast majority of those cases will occur outside of your connections. Unfortunately for those patients and their primary care providers, you may not even be in consideration – even though you’re the most qualified person to handle the case. Personal Branding Here lies the importance and power of personal branding. You may be the rock star of your physician group. You could be the up and coming physician who’s still in the process of building your reputation. Either way, the best way for you to increase your income is to find a way to treat more of your ideal cases. The greatest challenge, then, lies in your ability to ensure that more of those prospective patients and the referring physicians know about you. That’s the essence of personal branding. Connect With Individuals As an individual practitioner, consider efforts to develop yourself – and your expertise – into a brand. Leverage the tools and systems available to connect with individuals. Influence, to the extent that you...
