News & analysis on digital marketing & analytics
‘Tis the season to budget! It is 2013 budgeting time, and I just got out of a meeting with our CFO. Thankfully, I survived. I’d like to think the meeting went so well because our marketing team submitted a very defensible and smart marketing budget…but it also helps that Kevin is a super-nice guy.
Consistent with our belief system, Fathom’s investments in marketing and advertising must be held highly accountable. We have grown our business by developing and implementing highly accountable digital marketing strategies for our clients to drive leads and revenue … and we expect to do the same for ourselves.… Read the rest
Love at first sight is a rare occurrence in the real world, and when it happens, it rarely lasts. That’s why dating exists – to build a lasting relationship with someone you love. It’s no different for healthcare content marketing.
Content is based on the idea that people will take action because of the content source’s credibility. And to have credibility, your healthcare company needs to spend time building relationships with users. Everyone knows that building a lasting relationship takes time.… Read the rest
As far as older people and Internet usage is concerned, the stereotype is that they are less frequent and savvy users than their youthful counterparts. For any ignorant marketers out there (healthcare or otherwise), let me destroy this common misconception … at least as it relates to boomers. In fact, as teens and young adults typically dominate broad usage categories (social media, video, mobile), boomers are occasionally right beside them for specific activities. In the case of healthcare information consumption, they are often ahead of them.… Read the rest
For the B2B marketing executive, social media is routinely left absent from their marketing plans – with many believing that its practice should be restricted to the B2C environment. Recent research, however, is proving this reasoning to be false.
Social media is used by technology decision-makers to gather research information, seek problem-solving advice from their peers, and find recommendations on products and services. During these decision-makers’ research process, 93% visit online social communities and more than half are contributing to these communities, according to TechTarget’s report “Similarities in Brand Consumption of IT and Personal Technology.”
Your online content should be easily shareable on a variety of social media sites.… Read the rest
Before developing any content for your healthcare company, what is the one need-to-know piece of information you should have? Is it how many pieces of content to create? What your content delivery venue will be?
No. The number one rule of healthcare content marketing is know your audience.
The most promising way to ensure your content is effective and appreciated by your website visitors is to thoroughly understand what those visitors are looking for. Knowing your audience is the first step to any successful and influential content strategy.… Read the rest