When it comes to content marketing, we believe the journey is the destination. That’s because the best content marketing uses a variety of assets – whether blogs or case studies, videos or one-pagers — to support the consumer at every touchpoint across path to purchase and beyond.
Content marketing generally relates to how a brand thoughtfully and purposefully attracts, acquires, educates and engages consumers. Content marketing takes the story-telling, relationship-building strength of PR and combines it with the sales-focused, attention-grabbing strategies of marketing to accelerate brand awareness, audience engagement and conversions.
In today’s marketing environment, long-form content such as white papers and e-books may seem a little outdated. Quaint, even. With clients and prospects busily digesting tweets, blogs and other “snackable” content, why toil to make a 10-course meal they might not finish?
I’m still coming off a HITMC high after a few days among my fellow Health IT marketers and communicators. It was a conference full of firsts as a first-timer in my own right: my first time in Boston, my first time speaking at a conference and....
The words “Cure Cancer Sooner” are the most efficient use of words – and the most meaningful choice of words I’ve seen lately. On the t-shirts of the “home team,”.....