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A Sales Acceleration & Digital Marketing Blog


4 Things the Viral Photo of a Crying Doctor Taught Me about Healthcare Content Marketing

By | April 10, 2015

A few weeks ago, this photo of an ER doctor crying after losing a 19-year-old patient went viral across the Web. The doctor, whose photo was taken by a coworker and used with his permission, was crouched down outside, sobbing. After a few minutes, the physician went back to work “holding his head high.”

I, too was captivated by this photo. What makes it so endearing? Why did it go viral? And what can we, as healthcare content marketers, learn from it?… Read the rest


Consumer Brand SEO Pulse: 4.9.15

By | April 9, 2015

Welcome to the weekly Consumer Brand pulse, where we keep you updated on what’s going on in the world of SEO! Our goal is to stay on top of any new strategies and changes to make sure we are constantly using the best on-site and off-site SEO methods. Whether it’s keeping you up to date on the impending mobile algorithm update or providing news on the latest and greatest SEO tools. Here are our top picks of what you need to know this week:

“Increasing Search Visibility With Google’s Entity Search”

Ever since Google began rolling out “entity search” two years ago, the search landscape has been going through some serious changes.… Read the rest


The Basics of Higher Education Microsite Content Development

By | April 8, 2015

Is your college or university considering creating a microsite? This can be a great tool for collecting information from prospective students and targeting specific groups, but it won’t be effective if you don’t know the microsite basics before you start developing content.

From writing compelling headlines and CTAs to choosing and creating relevant page content, your microsite copy can make the difference between keeping your lead generation flowing and flopping. Microsites shouldn’t have as much information as a school’s main website, so the information you choose to share should be poignant and well laid-out.… Read the rest


My Favorite Content Creation Tools for OEM Marketing

By | April 7, 2015

Content creation is one of many manufacturing marketing trends. But, unlike most trends, content marketing is here to stay. Every industry has difficulty meeting the fast-paced needs of creating a never-ending pool of content. Plus, many companies are doing this with internal marketing teams and employees who are not trained writers.

Unfortunately, manufacturing marketing suffers from these issues about tenfold. The reason why—OEM marketing has a self-confidence issue. The belief that manufacturers cannot create engaging content has held steady in the past 2 annual Manufacturing Marketing Reports conducted by the Content Marketing Institute.… Read the rest


Redesigning Websites (and Writing) for the People

By | April 7, 2015

My colleagues and I have been looking at a lot of different B2B websites recently, mostly in the marketing and advertising industry. Why? Fathom is in the process of redesigning its website, and we’re getting inspiration from all sorts of places.

One thing we’re trying really hard to note is what not to do. In that spirit, the most revealing part of this journey to date has been understanding the full ramifications of user-centered design.… Read the rest

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