Content Marketing in Healthcare
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Bill Gates Was Wrong (content isn't king?)

Bill Gates Was Wrong (content isn't king?) | Content Marketing in Healthcare | Scoop.it

By C. Todd Livengood - Twenty years ago, Bill Gates wrote those now-famous words, “Content is king.” Now, two decades later, you can still hear those words in marketing conversations and literature. That said, it looks like Mr. Gates got it wrong – at least from the literal point of view. The recent meteoric rise in consumer demand for mobile content has businesses scrambling to meet that demand. It is consumer demand that serves as market catalyst, not content demand. Therefore, it is the consumer who likely deserves such royal recognition, not the content.

C. Todd Livengood's insight:

Just a year ago, audio content was mostly an after-thought for healthcare marketers and often overlooked. Today, the conversation is much different. The “whats” and “whys” have become “whens” and “why nots,” and healthcare consumers’ needs are being better met.

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Healthcare Marketing Budgets 2016 (Digital Trends to Watch) [Infographic]

Healthcare Marketing Budgets 2016 (Digital Trends to Watch) [Infographic] | Content Marketing in Healthcare | Scoop.it

For successful healthcare marketing strategies, it’s essential to know which areas will have the greatest growth and make the biggest impact.

C. Todd Livengood's insight:

For one, "Mobile devices and access have become a must for most consumers today. But with different mobile options, it’s important to know which mobile devices matter most to each market to optimize the mobile message and experience. "

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Social Media Use By Healthcare Providers (What You Must Know) - SHSMD

"Hospital and healthcare executives have a unique role to play in social media execution. Recognizing the importance of social media is the first step in taking your hospital into the digital world.


Understanding the value and the potential of this medium can help leverage your community benefit programs and patient engagement in a way never possible before the advent of the Internet.

But which platforms should we use? What are the legal implications with HIPAA? How do we define success?"

C. Todd Livengood's insight:

Check out this informative presentation from AHA and SHSMD and better-understand the use of social media and its potential hazards.

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Content Marketing Stats You Need to Know (38 of 'em)

Content Marketing Stats You Need to Know (38 of 'em) | Content Marketing in Healthcare | Scoop.it

Creation of content meant to build an affinity with your existing audience. This content would reinforce the brand, communicate the value of the product and create new opportunities.

C. Todd Livengood's insight:

"If brands can develop an effective strategy for creating content based on proper understanding of their target audience, they’ll not only drive leads but will also increase sales."

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Mobile Technology's Impact On Healthcare Marketing

Mobile Technology's Impact On Healthcare Marketing | Content Marketing in Healthcare | Scoop.it

"As the population becomes increasingly tech-savvy, more people are taking their health into their own hands, literally, as handheld mobile devices become major tools in seeking healthcare information and even diagnosis."

C. Todd Livengood's insight:

Consumers are likely to choose more mobile-friendly interactions and, therefore, more mobile-friendly businesses. It's imperative to have a mobile marketing strategy in order to compete.

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Honing Your Hospital's Content Marketing

Honing Your Hospital's Content Marketing | Content Marketing in Healthcare | Scoop.it

Simply creating good content is not enough. Healthcare marketers must hone their content marketing techniques to ensure they’re not only reaching the right people, but inspiring them to take action."

 
C. Todd Livengood's insight:

"Brand journalism and content marketing are a perfect fit for hospitals, since there is a high interest among consumers for health and wellness information, and hospitals have easy access to physicians and other experts."

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Content Marketing in Healthcare

Content Marketing in Healthcare | Content Marketing in Healthcare | Scoop.it
Content marketing in healthcare is unique: we're not SELLING anything ... not even healthcare. We're CONNECTING, building relationships. First in series.
C. Todd Livengood's insight:

"Your goal is to be the GO-TO, trusted source of accurate, valuable, useful healthcare information in your field. Repeat that a few times to yourself. That is your mantra for connecting in the digital world; for providing value; for being relevant to your community; for being found."

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Uncover Critical Content Marketing Insights with Google Analytics

Uncover Critical Content Marketing Insights with Google Analytics | Content Marketing in Healthcare | Scoop.it
Learn how to go beyond the basics of Google Analytics to uncover critical insights for greater content marketing success. – Content Marketing Institute
C. Todd Livengood's insight:

"With 52% of marketers also reporting that they feel challenged by the need to determine the ROI of a content marketing program, any data left on the table is a missed opportunity to understand how your content is affecting your audience – and your business’ bottom line."

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Hospital Marketers Must Prioritize Digital Marketing in 2016

Hospital Marketers Must Prioritize Digital Marketing in 2016 | Content Marketing in Healthcare | Scoop.it
Here are some ideas on how to push the boundaries and find success in healthcare marketing.
C. Todd Livengood's insight:

"...in 2016, marketers need to take it a step further and not see digital marketing as simply an element of a traditional advertising campaign, but as the main focus."

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RadioMD Welcomes Three New Clients

RadioMD Welcomes Three New Clients | Content Marketing in Healthcare | Scoop.it

RadioMD welcomes its newest clients, Bryan Health, Greenville Health System and Temecula Valley Hospital.

C. Todd Livengood's insight:

Look for their new audio series, coming soon!

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Content Marketing Lessons from ‘Star Wars: The Force Awakens’

Content Marketing Lessons from ‘Star Wars: The Force Awakens’ | Content Marketing in Healthcare | Scoop.it
The most recent Star Wars film can teach content marketers a lesson or two about how to make content successful, including reusing good material, answering ...
C. Todd Livengood's insight:

"While there is a lot that could be written about this popular film and its plot, what follows are four lessons that content marketers can draw from this latest space opera."

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Hospital marketers should embrace these 3 major trends in 2016 [INFOGRAPHIC]

Hospital marketers should embrace these 3 major trends in 2016 [INFOGRAPHIC] | Content Marketing in Healthcare | Scoop.it
Patient journey mapping, metrics and continuous campaigns will be front and center next year.
C. Todd Livengood's insight:

"Communicators who can document every step of the patient journey will help improve branding and storytelling."

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Getting Your Content Seen (10 Tactics)

Getting Your Content Seen (10 Tactics) | Content Marketing in Healthcare | Scoop.it

Do you spend a lot of time crafting the perfect piece of content, only to find that it barely generates any shares, let alone drive leads?

C. Todd Livengood's insight:

"Unless you have an audience that seeks out your content en masse, promoting your content is the only way that your audience is going to see it."

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Healthcare Marketing: Go Mobile or Go Home

Healthcare Marketing: Go Mobile or Go Home | Content Marketing in Healthcare | Scoop.it
With the prevalence of mobile devices, healthcare companies around the world have found seamless ways to integrate their brand messaging with the everyday lives
C. Todd Livengood's insight:

"The Pew Research Center says that in America, 90% of adults own a cell phone and 64% own a smartphone. What does this mean for a healthcare brand? It means that if you’re not tapping into the power of mobile in your marketing strategy, you’re missing out on huge opportunities to engage your audience and get your share of the market."

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Content Marketing ROI (proof) [FORBES]

Content Marketing ROI (proof) [FORBES] | Content Marketing in Healthcare | Scoop.it

"While it is known that words have the power to influence, it may seem difficult to actually quantify just how much that article, blog, or social media post really motivated someone to buy your product. The challenge of content is that it is often around awhile and tends to circulate to various sources who then may be moved by it, decide to think about it awhile before purchasing but pass it onto others, or simply disregard it." Full article:  http://onforb.es/1n3qcd7

C. Todd Livengood's insight:

"The content that has been proven to generate the highest return on investment...is highly relevant to its audience, providing application and assistance now with key problems or issues that they need to solve."

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The Future of Media is Podcasting

The Future of Media is Podcasting | Content Marketing in Healthcare | Scoop.it
Who knew the hottest entertainment form would be audio?
C. Todd Livengood's insight:

"Podcasting is built on the very assumptions that older media have been forced into making, due to technological advances that have ruined their historic pursuit of a mass audience gathered at a single, scheduled time ... podcasts are designed to be consumed whenever the listener chooses."

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Posting your content on social media (when?) [INFOGRAPHIC]

Posting your content on social media (when?) [INFOGRAPHIC] | Content Marketing in Healthcare | Scoop.it
Wondering when you should share your articles, images and videos on Facebook, LinkedIn, Pinterest and more? Use this infographic as a guide.
C. Todd Livengood's insight:

"...the most valuable content will always see the most shares no matter what time you share it."

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Targeting High-Potential Keywords In Your Content Marketing (5 steps)

Targeting High-Potential Keywords In Your Content Marketing (5 steps) | Content Marketing in Healthcare | Scoop.it
If you’re looking to grow brand awareness, increase your blog subscribers, and drive more traffic to your website, content marketing and SEO are two of the most critical marketing channels to focus…
C. Todd Livengood's insight:

"...you can use content marketing as a way to rank for more keywords, and you can use keyword research as a way to fuel new ideas for your content marketing."

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7 Content Marketing Tips for Healthcare Companies [FORBES]

7 Content Marketing Tips for Healthcare Companies [FORBES] | Content Marketing in Healthcare | Scoop.it

"Healthcare may not be the first sector you think about when it comes to content marketing. Nevertheless, health is a business like any other. Out of all the statistics today, the most pertinent one is only 12% of companies are ignoring content in their marketing campaigns." Full article at http://www.forbes.com/sites/ajagrawal/2016/01/17/7-content-marketing-tips-for-healthcare-companies/

C. Todd Livengood's insight:

"The big problem you face as a provider of healthcare is that you need to connect on a human level, even when we’re talking about convincing someone to purchase a product or service from you. Your content marketing strategy should be based around humanizing your staff."

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Responsive content marketing? (yep)

Responsive content marketing? (yep) | Content Marketing in Healthcare | Scoop.it
Content itself will soon be responsive . Text will actually change depending upon the device. Content will adjust automatically just as a responsive website would adjust to the device it is being displayed on.
C. Todd Livengood's insight:

Consumers want content that can move with them and available to them on-demand, on all their devices, and automatically conform while maximizing its consumability.

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Jay's curator insight, January 18, 2:01 AM

Nibiru Solutions is leading eCommerce Website Design & Development Company. We know the current market needs, so we design mobile friendly & responsive website as per client requirement. We have 500+ global clients. Experts in Wordpress, Magento, Joomla, Cakephp and some other eCommerce platforms.


http://goo.gl/VYEFC2


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Step up your hospital's content marketing (10 tips)

Step up your hospital's content marketing (10 tips) | Content Marketing in Healthcare | Scoop.it
The health care sales cycle is a long one. These tips explain the content marketing continuum, and how best to nurture prospective patients.
C. Todd Livengood's insight:

"Many communicators are guilty of thinking about content marketing as only the top channels such as blogs, websites, and social media, but content marketing transcends all digital channels. It even surpasses traditional conduits like community events and seminars."

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Fortune 500 Trends in Social Media Marketing for 2015 [INFOGRAPHIC]

Fortune 500 Trends in Social Media Marketing for 2015 [INFOGRAPHIC] | Content Marketing in Healthcare | Scoop.it

"Fortune Magazine annually compiles a list of America’s largest corporations, aptly named the “Fortune 500” (F500) given their size and wealth. Due to the hugely influential role that these companies play in the business world, studying their adoption and use of social media tools offers important insights into the future of commerce."

C. Todd Livengood's insight:

"These corporations provide a look at emergent social media trends among America’s most successful companies."

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Content Marketing in 2016 [Predictions]

Content Marketing in 2016 [Predictions] | Content Marketing in Healthcare | Scoop.it
Over 40 of the top industry thought leaders share their predictions for content marketing in 2016. Do you agree? – Content Marketing Institute
C. Todd Livengood's insight:

I know two things for certain:  1) content marketing in 2016 will drive more revenue than in 2015 and its relative importance to businesses will follow; and, 2) more content will be consumed on-the-go than was in 2015 (read:  "mobilize your content").

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Comprehensive Content Marketing Strategy for Modern Marketers [GUIDE]

Comprehensive Content Marketing Strategy for Modern Marketers [GUIDE] | Content Marketing in Healthcare | Scoop.it

Get a rather in-depth rundown of modern content marketing -- from staffing, to creation, to measurement.

C. Todd Livengood's insight:

This is an earlier article, but still relevant with good info.

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The 30 Most Genius Content Marketing Examples of 2015

The 30 Most Genius Content Marketing Examples of 2015 | Content Marketing in Healthcare | Scoop.it

Content marketing is heading for exciting new territory in 2016. A new survey finds that 64% of PR and marketing pros will increase content marketing efforts in 2016.

C. Todd Livengood's insight:

"Whether it’s an individual campaign, a new podcast, or an overall blog property, these companies demonstrate what it means to be customer-focused in every content creation effort."

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Shepherd's Secret? Telling Stories

Shepherd's Secret? Telling Stories | Content Marketing in Healthcare | Scoop.it
Atlanta-based brain and spinal injury center's newsroom attracts and retains audiences through social media and paid promotion.
C. Todd Livengood's insight:

RadioMD client, Shepherd Center, uses a content strategy based in rich storytelling to win the attention of new media outlets.

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