Fathom Blog
News & analysis on digital marketing & analytics
The Difference between Healthcare Content and Content Delivery
Quality content marketing for healthcare begins with understanding the difference between content and content delivery. While the terms are often used interchangeably, there’s a distinction that’s vital to understand as you strive for content leadership in the healthcare industry.
Content
Healthcare content is the written product created for publication through your company. It can take the form of an article, blog post, white paper, guide, video, image, infographic, or social media post. It’s important to remember that no matter what form it takes, content is the marketable product.… Read the rest
Comment: Feel free to share your thoughts.
Category: Content Creation & Strategy, Healthcare Industry
B2B Tech Marketing: The Importance of Timing Your Content
Timing is everything – especially when it relates to tech marketing and nurturing the technology decision-maker with your online content.
When UBM Tech Web asked technology buyers in their Buyers Research Study what would negatively affect their selection of a technology vendor, 70% said waiting a long time for a follow-up call. But as shown in this infographic, tech buyers are only responding to around 10% of a tech vendor’s communication. This is where the amount and timing of content play a part in your company being the one that they reach out to.… Read the rest
Comment: Feel free to share your thoughts.
Category: B2B, Content Creation & Strategy, Technology Industry
Why Your Calls-to-Action Aren’t Working
How important are calls-to-action? Your calls-to-action create a link between your incoming traffic and your opportunities to convert these visitors into leads. Creating effective CTAs is vital to maximizing your conversions.
While that might seem intimidating, it’s not difficult to enhance your CTAs to suit your goals and audience. Follow some of our best practices below to make sure your effective content marketing is followed up with equally as effective calls-to-action.
Use Contrasting Colors
Contrasting colors are one easy and effective way to draw attention to your main CTAs.
Facebook Popularity: Where Does Your Hospital Stand?
While winning a popularity contest on Facebook hardly correlates to providing the best quality care for patients, hospital marketers looking for branding benchmarks in the social media space might learn a thing or two from a new survey.
The survey of 140 U.S. hospitals (conducted by Simon Associates Management Consultants) shows where their Facebook pages fall within given ranges of ‘likes,’ from 0–5K all the way up to 10K+. Not surprisingly, the largest number of hospitals (52) was contained within the middle category of 1,001–5,000 ‘likes.’ Oddly enough, though, more than twice as many hospitals had 10K+ ‘likes’ (15) vs.… Read the rest
YouTube’s TrueView Ad Format: Fathom That, Ep. 19
Today on Fathom That, Steve Kozak, Fathom’s Director of Video, shares a success story about using YouTube’s TrueView ads. He talks about the type of ad and how Fathom leveraged the TrueView ad format to generate a ton of views, engagement and links back to a website.
Check out what Steve has to share and learn how you, too could be successful with video marketing on YouTube.
***
If you really like our face-to-face advice, subscribe to the podcast to get new episodes on demand.… Read the rest
