This document summarizes a webinar presentation about using content marketing strategies to break through clutter and inform audiences. It discusses common challenges like limited budgets and reaching target audiences. It then outlines strategies for effective content marketing like creating long-form, in-depth content that answers user questions to rank highly in searches. It emphasizes focusing on relevance over keywords and readability. Finally, it suggests steps for organizations like aligning content and editorial missions with corporate goals and setting aligned KPIs and budgets.
In this report, marketing expert Rebecca Lieb explores why marketers need to focus on customer-centric marketing strategies that rely more on providing valuable content and less on media buys.
By synthesizing current research, industry trends, and the thoughts of 17 marketing influencers, the report gives you an informed perspective on how online marketing is changingâand what you should do to keep your audience engaged.
Welcome to the Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that, due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three enterprise marketers said their organization was extremely or very successful with content marketing. These marketers, our âtop performers,â have certain characteristics that set them apart from their peers (see page 4). A few of the biggest things they do are to differentiate their content and use content collaboration/calendaring/workflow tools.
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all enterprise respondents forecast investment in this area followed by investment in events (62%), paid media (59%), and owned-media assets (55%).
And, yes, challenges remain. The top challenge, which is the same as it was two years ago, is internal communication between teams/silos (57%). It indicates a pressing need to formalize content operations in enterprises that have not yet done so.
Contextual Campaigns: Content, Context & Consumer Connections in a Post-Scree...Rebecca Lieb
Â
Digital marketing has moved beyond the screen. Beacons, sensors, IoT, every Thing can be connected and surrounded with content. This research looks at contextual campaigns: what they are, how and why to get started, case examples from companies like Disney and Marantz; and the benefits and risks of diving in.
Greetings Technology Marketers,
Welcome to our annual Technology Content Marketing: Benchmarks, Budgets, and TrendsâNorth America report.
Iâm pleased to announce the percentage of technology marketers that reported high levels of overall content marketing
success increased from 24% last year to 31% this yearâanother 50% reported moderate success. Like last year, nearly 70%
said their organization is much/somewhat more successful with content marketing compared with one year ago.
For a glimpse into how the top-performing content marketers operate, see the chart on page 4. Youâll note that these
marketers report high levels of commitment; document their content marketing strategy; are focused on building audiences;
and are given ample time to produce content marketing results, among other distinguishing factors.
Technology is rapidly changing the processes around content marketing. We look forward to watching how things progress
and reporting back to you again next year.
This was my keynote presentation at this year's ContentTech virtual event. It talks through the layered approach to technology strategy to help de-silo content, marketing and the digital technology teams. It ends with a selection process.
Business Video Marketing Report: The Definitive B2B Marketerâs Guide to Using...Content Marketing Institute
Â
Throughout 2012, video marketing for B2B marketers undoubtedly showed an upward trend in both effectiveness and popularity, and most industry observers expect this to continue into 2013 and beyond.
In this one-hour webinar, analysts Andrew Jones and Charlene Li share how insights can be gleaned from social media to: 1) Identify and better understand prospects and customers throughout the customer lifecycle, and 2) Deliver targeted, personalized messages and experiences to them across channels.
Watch the webinar on-demand at: https://www.slideshare.net/Altimeter/webinar-leveraging-social-identity-by-altimeter-group and download the full research report at: http://www.altimetergroup.com/leveraging-social-identity.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This yearâs research suggested that the pandemic awoke a sleeping giant â content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiencesâ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, theyâll improve their odds of achieving greater content marketing success in the coming year.
In this report, marketing expert Rebecca Lieb explores why marketers need to focus on customer-centric marketing strategies that rely more on providing valuable content and less on media buys.
By synthesizing current research, industry trends, and the thoughts of 17 marketing influencers, the report gives you an informed perspective on how online marketing is changingâand what you should do to keep your audience engaged.
Welcome to the Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that, due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three enterprise marketers said their organization was extremely or very successful with content marketing. These marketers, our âtop performers,â have certain characteristics that set them apart from their peers (see page 4). A few of the biggest things they do are to differentiate their content and use content collaboration/calendaring/workflow tools.
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all enterprise respondents forecast investment in this area followed by investment in events (62%), paid media (59%), and owned-media assets (55%).
And, yes, challenges remain. The top challenge, which is the same as it was two years ago, is internal communication between teams/silos (57%). It indicates a pressing need to formalize content operations in enterprises that have not yet done so.
Contextual Campaigns: Content, Context & Consumer Connections in a Post-Scree...Rebecca Lieb
Â
Digital marketing has moved beyond the screen. Beacons, sensors, IoT, every Thing can be connected and surrounded with content. This research looks at contextual campaigns: what they are, how and why to get started, case examples from companies like Disney and Marantz; and the benefits and risks of diving in.
Greetings Technology Marketers,
Welcome to our annual Technology Content Marketing: Benchmarks, Budgets, and TrendsâNorth America report.
Iâm pleased to announce the percentage of technology marketers that reported high levels of overall content marketing
success increased from 24% last year to 31% this yearâanother 50% reported moderate success. Like last year, nearly 70%
said their organization is much/somewhat more successful with content marketing compared with one year ago.
For a glimpse into how the top-performing content marketers operate, see the chart on page 4. Youâll note that these
marketers report high levels of commitment; document their content marketing strategy; are focused on building audiences;
and are given ample time to produce content marketing results, among other distinguishing factors.
Technology is rapidly changing the processes around content marketing. We look forward to watching how things progress
and reporting back to you again next year.
This was my keynote presentation at this year's ContentTech virtual event. It talks through the layered approach to technology strategy to help de-silo content, marketing and the digital technology teams. It ends with a selection process.
Business Video Marketing Report: The Definitive B2B Marketerâs Guide to Using...Content Marketing Institute
Â
Throughout 2012, video marketing for B2B marketers undoubtedly showed an upward trend in both effectiveness and popularity, and most industry observers expect this to continue into 2013 and beyond.
In this one-hour webinar, analysts Andrew Jones and Charlene Li share how insights can be gleaned from social media to: 1) Identify and better understand prospects and customers throughout the customer lifecycle, and 2) Deliver targeted, personalized messages and experiences to them across channels.
Watch the webinar on-demand at: https://www.slideshare.net/Altimeter/webinar-leveraging-social-identity-by-altimeter-group and download the full research report at: http://www.altimetergroup.com/leveraging-social-identity.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This yearâs research suggested that the pandemic awoke a sleeping giant â content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiencesâ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, theyâll improve their odds of achieving greater content marketing success in the coming year.
Report content marketing performanceContent Marketing Performance: A Framewor...Rebecca Lieb
Â
Despite a surge in adoption of content marketing and of organizational content strategy, measuring the impact of content on the business is complex and fraught with strategic, organizational and tool challenges. Because the content and analytics markets are still fairly nascent, there are few to no standards that adequately capture the impact of content on the business, whether from a reputation, revenue, operational or brand perspective.
Content strategists and digital marketers struggle to select the right metrics and frequently opt for measuring volume rather than impact when impact metrics are too complex to measure, or the required data or tools are not available.
This report lays out a framework for measuring the impact of content across the business, and includes a set of case studies and recommended metrics to enable content strategists to approach measurement at the outset, rather than at the conclusion, of their content development initiatives.
This How-To Guide will outline the key elements of an infographic, how infographics benefit marketers, and provides an action plan on how to create infographics that will become valuable marketing tools.
Download this guide @ http://www.demandmetric.com/content/increase-your-presence-infographics
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
Â
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
Content, Connectivity & Convergence: Sorting Out ComplexityRebecca Lieb
Â
Presented to Pinterest's Pinstitute on April 28, 2015, this talk/deck focuses on the need for developers to help integrate content marketing software solutions with converged media requirements
Content Methodology: A New Model for Content MarketingRebecca Lieb
Â
For many organizations, content marketing is at a crossroads. If youâre concerned that your organizationâs content marketing isnât as effective as it could be, this webinar is for you.
This presentation reveals why leading organizations are adopting a content methodology, a process to continuously improve the effectiveness of a companyâs content across the enterprise.
A content methodology exists when an organization establishes specific, well-defined objectives and key performance indicators (KPIs) for content marketing, and embraces a culture of constantly learning and iterating through each round of publishing.
âWebinar presented on May 11, 2016 with Contently and the American Marketing Assn. (AMA)
[Webinar] Winning Marketing and Sales AlignmentKapost
Â
Watch the webinar: http://resources.kapost.com/winning-marketing-sales-alignment-webinar.html
Sales and marketing have the same goal: Both teams want to drive revenue by attracting and retaining happy, high-quality customers.
But getting everyone on the same page is harder than it looks. All too often, teams end up going it alone, working in silos and wasting huge amounts of time on repetitive, unnecessary projects that don't provide the needed return on investment.
It doesn't have to be this way.
Cameron Caswell, Brand and Marketing Sr. Manager at Synopsys, recognized that sales enablement would benefit her content team just as much as it would benefit her organization's salespeople. Cameron's success story is all the proof we need that alignment is a prerequisite for the future of great marketing.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondentsâand 53% of those working in large companiesâreported using it).
Itâs too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
B2C Content Marketing: 2013 Benchmarks, Budgets, and TrendsâNorth AmericaMarketingProfs
Â
MarketingProfs produced B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends (North America) in partnership with the Content Marketing Institute. Our goal was to give you a clear view of the State of B2C Content Marketing. Among the questions this report answers: What's really happening? What are your biggest content marketing challenges? What slice of the budget will be dedicated to content next year, and what social channels are most relevant?
For three years weâve looked at B2B content marketing trends, and this year, we are excited to bring you these compelling B2C findings.
According to our research, both B2B and B2C marketers are still struggling with the effectiveness of their content marketing. So while we are happy that more marketers are engaging in content marketing to attract and retain customers, we also realize we have a ways to go.
The 2021 Content Management & Strategy survey gives a snapshot of how marketers use tech to help create, manage, deliver, and scale enterprise content and marketing.
Welcome to our annual B2C Content Marketing Benchmarks, Budgets, and Trends report. Here we present the results from B2C marketers who replied to our 11th Annual Content Marketing Survey. The events of 2020 have certainly reshaped how organizations conduct their marketing. At the time of this survey, content marketers were still reeling from the events that took place during the first half of 2020. As we usher in 2021, we are still facing constant change and uncertainty.
Many B2C marketers reported adjusting quickly when the pandemic hit; perhaps their companies were doubling down on digital, heavily engaging in virtual events, or trying to keep on top of rapidly changing analytics resulting from more people being at home and online. All these scenarios created the need for new content, formats, and strategies.
As we move into 2021 in a world where most gatherings are still limited, direct-to-consumer will continue to drive B2C. Successful B2C marketers will focus on creating content experiences and building relationships in the digital world.
Many organizations struggle with contentâthe surprising volume needed, the lack of a central strategy, the huge investment in time and resources, inconsistent quality or voice, cross-silo logistics, new channel paralysis, or the seeming lack of attributable ROI. When harnessed correctly, however, and successfully connecting content to business and brand goals, content can be a valuable working asset build relevancy and grow your business.
The 2014 Benchmark Report on B2B Content Marketing and Lead GenerationStarfleet Media
Â
Learn how B2B marketers are harnessing the power of content marketing to demonstrate thought leadership, raise brand visibility and generate qualified leads.
To what extent are companies outsourcing content creation or licensing third-party content assets? How are they utilizing these assets? How much are they spending? How are they measuring performance? Are their investments paying off? What are the challenges? The research findings help answer these and many other questions.
Based on the experiences of leading marketers at more than 250 companies
Authored by one of the industry's foremost research analysts and thought leaders
OVERVIEW: THE STATE OF CONTENT MARKETING IN THE UK
Greetings Marketers,
Welcome to our second annual report on the content marketing practices of UK marketers. In this report, we provide comparisons of for-profit UK, North American, and Australian marketers. One of the key findings is that UK marketers (48%) consider themselves to be more effective at content marketing* when compared with their North American (41%) and Australian (33%) peers.
Among the other findings:
Only 42% of UK marketers say they have a documented content strategy; however, 10% of those answering this question were unsure. This is the highest rate of uncertainty we saw around this question when comparing responses across continents.
76% of UK marketers are producing more content than they did one year ago, compared with 72% of North American and 81% of Australian marketers.
UK marketers (89%) use Twitter more often than their North American (84%) and Australian (79%) peers do; however, like those peers, they rate LinkedIn highest in terms of effectiveness.
UK marketers allocate more of their total marketing budget (31%) to content marketing when compared with North American (29%) and Australian (27%) marketers.
UK marketers are fairly challenged in regard to producing enough content (46%) and producing engaging content (44%). However, they use more content marketing tactics on average than their peers across the globe, and they use those tactics more frequently.
Thatâin addition to their confidence in their effectivenessâleads us to conclude that content marketing is alive and well in the UK.
On with the content marketing revolution!
OVERVIEW: THE STATE OF CONTENT MARKETING IN AUSTRALIA
Greetings Marketers,
Content Marketing Institute (CMI) and The Association for data-driven marketing & advertising (ADMA) are pleased to announce the results of our second annual study on content marketing practices in Australia.
This report provides insight into how Australian for-profit marketersâboth business-to-business (B2B) and business-to-consumer (B2C)âare using content marketing. It also includes comparisons of Australian marketers with their North American and UK peers,
so marketers can see where they are similar and different.
Key insights include:
Australian marketers (52%) are more likely than North American (43%) and UK (42%) marketers to have a documented content strategy
69% are planning to increase their content marketing budget over the next 12 months, compared with 58% of their North American and 56% of their UK peers
îŠ 81% are producing more content than they did one year ago, compared with 72% of their North American and 76% of their UK peers.
While Australian marketers are less challenged with certain areas (e.g., producing enough content and producing engaging content) than their North American and UK peers are, they rate themselves lower in terms of overall effectiveness (33%*). With continued advances in the field, education, and experimentation, we hope to see that confidence rise over the coming year.
On with the content marketing revolution!
Best Practices in Patient Advocacy Groups Collaboration and Relationship Mana...Best Practices
Â
The current structure of medical education emphasizes pedagogy related to the physician-patient relationship, and thus advocacy opportunities at this level. Patient and professional Advocacy Groups are important to the process of educating the marketplace on new therapies. Strong relationships with advocacy groups are important for educating the public on socially-sensitive conditions and treatment options.
Best Practices, LLC's study identifies effective practices in patient advocacy group collaboration and relationship management. This study also examines ideal structures and skill sets for pharma groups that deal with advocacy groups and emerging trends and challenges in patient advocacy.
Download Full Report: http://bit.ly/2evZ0AE
Report content marketing performanceContent Marketing Performance: A Framewor...Rebecca Lieb
Â
Despite a surge in adoption of content marketing and of organizational content strategy, measuring the impact of content on the business is complex and fraught with strategic, organizational and tool challenges. Because the content and analytics markets are still fairly nascent, there are few to no standards that adequately capture the impact of content on the business, whether from a reputation, revenue, operational or brand perspective.
Content strategists and digital marketers struggle to select the right metrics and frequently opt for measuring volume rather than impact when impact metrics are too complex to measure, or the required data or tools are not available.
This report lays out a framework for measuring the impact of content across the business, and includes a set of case studies and recommended metrics to enable content strategists to approach measurement at the outset, rather than at the conclusion, of their content development initiatives.
This How-To Guide will outline the key elements of an infographic, how infographics benefit marketers, and provides an action plan on how to create infographics that will become valuable marketing tools.
Download this guide @ http://www.demandmetric.com/content/increase-your-presence-infographics
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
Â
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
Content, Connectivity & Convergence: Sorting Out ComplexityRebecca Lieb
Â
Presented to Pinterest's Pinstitute on April 28, 2015, this talk/deck focuses on the need for developers to help integrate content marketing software solutions with converged media requirements
Content Methodology: A New Model for Content MarketingRebecca Lieb
Â
For many organizations, content marketing is at a crossroads. If youâre concerned that your organizationâs content marketing isnât as effective as it could be, this webinar is for you.
This presentation reveals why leading organizations are adopting a content methodology, a process to continuously improve the effectiveness of a companyâs content across the enterprise.
A content methodology exists when an organization establishes specific, well-defined objectives and key performance indicators (KPIs) for content marketing, and embraces a culture of constantly learning and iterating through each round of publishing.
âWebinar presented on May 11, 2016 with Contently and the American Marketing Assn. (AMA)
[Webinar] Winning Marketing and Sales AlignmentKapost
Â
Watch the webinar: http://resources.kapost.com/winning-marketing-sales-alignment-webinar.html
Sales and marketing have the same goal: Both teams want to drive revenue by attracting and retaining happy, high-quality customers.
But getting everyone on the same page is harder than it looks. All too often, teams end up going it alone, working in silos and wasting huge amounts of time on repetitive, unnecessary projects that don't provide the needed return on investment.
It doesn't have to be this way.
Cameron Caswell, Brand and Marketing Sr. Manager at Synopsys, recognized that sales enablement would benefit her content team just as much as it would benefit her organization's salespeople. Cameron's success story is all the proof we need that alignment is a prerequisite for the future of great marketing.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondentsâand 53% of those working in large companiesâreported using it).
Itâs too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
B2C Content Marketing: 2013 Benchmarks, Budgets, and TrendsâNorth AmericaMarketingProfs
Â
MarketingProfs produced B2C Content Marketing: 2013 Benchmarks, Budgets, and Trends (North America) in partnership with the Content Marketing Institute. Our goal was to give you a clear view of the State of B2C Content Marketing. Among the questions this report answers: What's really happening? What are your biggest content marketing challenges? What slice of the budget will be dedicated to content next year, and what social channels are most relevant?
For three years weâve looked at B2B content marketing trends, and this year, we are excited to bring you these compelling B2C findings.
According to our research, both B2B and B2C marketers are still struggling with the effectiveness of their content marketing. So while we are happy that more marketers are engaging in content marketing to attract and retain customers, we also realize we have a ways to go.
The 2021 Content Management & Strategy survey gives a snapshot of how marketers use tech to help create, manage, deliver, and scale enterprise content and marketing.
Welcome to our annual B2C Content Marketing Benchmarks, Budgets, and Trends report. Here we present the results from B2C marketers who replied to our 11th Annual Content Marketing Survey. The events of 2020 have certainly reshaped how organizations conduct their marketing. At the time of this survey, content marketers were still reeling from the events that took place during the first half of 2020. As we usher in 2021, we are still facing constant change and uncertainty.
Many B2C marketers reported adjusting quickly when the pandemic hit; perhaps their companies were doubling down on digital, heavily engaging in virtual events, or trying to keep on top of rapidly changing analytics resulting from more people being at home and online. All these scenarios created the need for new content, formats, and strategies.
As we move into 2021 in a world where most gatherings are still limited, direct-to-consumer will continue to drive B2C. Successful B2C marketers will focus on creating content experiences and building relationships in the digital world.
Many organizations struggle with contentâthe surprising volume needed, the lack of a central strategy, the huge investment in time and resources, inconsistent quality or voice, cross-silo logistics, new channel paralysis, or the seeming lack of attributable ROI. When harnessed correctly, however, and successfully connecting content to business and brand goals, content can be a valuable working asset build relevancy and grow your business.
The 2014 Benchmark Report on B2B Content Marketing and Lead GenerationStarfleet Media
Â
Learn how B2B marketers are harnessing the power of content marketing to demonstrate thought leadership, raise brand visibility and generate qualified leads.
To what extent are companies outsourcing content creation or licensing third-party content assets? How are they utilizing these assets? How much are they spending? How are they measuring performance? Are their investments paying off? What are the challenges? The research findings help answer these and many other questions.
Based on the experiences of leading marketers at more than 250 companies
Authored by one of the industry's foremost research analysts and thought leaders
OVERVIEW: THE STATE OF CONTENT MARKETING IN THE UK
Greetings Marketers,
Welcome to our second annual report on the content marketing practices of UK marketers. In this report, we provide comparisons of for-profit UK, North American, and Australian marketers. One of the key findings is that UK marketers (48%) consider themselves to be more effective at content marketing* when compared with their North American (41%) and Australian (33%) peers.
Among the other findings:
Only 42% of UK marketers say they have a documented content strategy; however, 10% of those answering this question were unsure. This is the highest rate of uncertainty we saw around this question when comparing responses across continents.
76% of UK marketers are producing more content than they did one year ago, compared with 72% of North American and 81% of Australian marketers.
UK marketers (89%) use Twitter more often than their North American (84%) and Australian (79%) peers do; however, like those peers, they rate LinkedIn highest in terms of effectiveness.
UK marketers allocate more of their total marketing budget (31%) to content marketing when compared with North American (29%) and Australian (27%) marketers.
UK marketers are fairly challenged in regard to producing enough content (46%) and producing engaging content (44%). However, they use more content marketing tactics on average than their peers across the globe, and they use those tactics more frequently.
Thatâin addition to their confidence in their effectivenessâleads us to conclude that content marketing is alive and well in the UK.
On with the content marketing revolution!
OVERVIEW: THE STATE OF CONTENT MARKETING IN AUSTRALIA
Greetings Marketers,
Content Marketing Institute (CMI) and The Association for data-driven marketing & advertising (ADMA) are pleased to announce the results of our second annual study on content marketing practices in Australia.
This report provides insight into how Australian for-profit marketersâboth business-to-business (B2B) and business-to-consumer (B2C)âare using content marketing. It also includes comparisons of Australian marketers with their North American and UK peers,
so marketers can see where they are similar and different.
Key insights include:
Australian marketers (52%) are more likely than North American (43%) and UK (42%) marketers to have a documented content strategy
69% are planning to increase their content marketing budget over the next 12 months, compared with 58% of their North American and 56% of their UK peers
îŠ 81% are producing more content than they did one year ago, compared with 72% of their North American and 76% of their UK peers.
While Australian marketers are less challenged with certain areas (e.g., producing enough content and producing engaging content) than their North American and UK peers are, they rate themselves lower in terms of overall effectiveness (33%*). With continued advances in the field, education, and experimentation, we hope to see that confidence rise over the coming year.
On with the content marketing revolution!
Best Practices in Patient Advocacy Groups Collaboration and Relationship Mana...Best Practices
Â
The current structure of medical education emphasizes pedagogy related to the physician-patient relationship, and thus advocacy opportunities at this level. Patient and professional Advocacy Groups are important to the process of educating the marketplace on new therapies. Strong relationships with advocacy groups are important for educating the public on socially-sensitive conditions and treatment options.
Best Practices, LLC's study identifies effective practices in patient advocacy group collaboration and relationship management. This study also examines ideal structures and skill sets for pharma groups that deal with advocacy groups and emerging trends and challenges in patient advocacy.
Download Full Report: http://bit.ly/2evZ0AE
Whether it's prescription or street drugs, when the demise includes a celebrated face, it attracts consideration regarding evil spirits that neither cash nor notoriety can tame. These 16 stars lost their lives to overdoses, yet their legacy lives on in the collection of work they deserted.
The shifting healthcare landscape shows providers are less interested in the retail/detail approach to sales. Instead, they are looking to industry partners to provide high-quality content that helps them solve problems, provides them with professional education and training, or offers them best-practice consulting.
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
Â
Lead nurturing is a powerful marketing strategy and it is evident that marketers would like to continue reaping the rewards of their nurturing programs by setting a variety of objectives that revolve around this indispensable tool.
emedia and Pardot set out to discover the latest and greatest lead nurturing strategies currently deployed by the top tier marketers to drive their prospects through the buying cycle.
This report draws its conclusions from a 2016 survey that polled a large sample of B2B marketers based in EMEA and US/NA.
Insight into the mind of your peers: Discover the benefits that marketers have reaped, challenges they've faced and the future goals that they're now aspiring to.
You'll find top tips on numerous topics including segmenting data, personalising programs and marketing automation. This report will fuel your future plans and help you to design and implement successful lead nurturing campaigns.
Content Marketing Tools: A Marketerâs GuideAmit Singh
Â
In the slides you will see:
- What you should look for in a content marketing solution
- What trends are driving the adoption of content marketing tools
- About the capabilities provide
- Recommended steps to making an informed purchase for a suitable content management tool
Who could be benefited from this:
- Internet marketers and agencies doing their due diligence in selecting a content marketing solution for large and enterprise level organizations
- Analysts and vendors looking for current intelligence about this dynamic marketplace
- Anyone who needs to be up to speed on the key players and major trends in the market for content marketing tools
As we look ahead to 2014, we expect the pace of change in marketing to only continue to accelerate. It seems like you canât leave your desk these days to grab a cup of coffee without coming back to another changeâa new marketing software entrant, an acquisition announcement, a major shift in consumer behavior, or an advance in marketing analytics. However, there are a few broader trends and patterns that have emerged. Here are 5 trends we believe will continue to have a significant impact on digital marketing in the new year.
Content strategy is more important than ever in todayâs healthcare climate.
For years, many traditional healthcare companies have treated content as an afterthought, creating an archive of disconnected messages without strategic business purpose.
At Prophet, we see healthcare companies revisiting their own content strategies today. Some are discovering disjointed messages and inconsistent experiences across websites, events, pitch materials, social channels and traditional advertising. Others have struggled to realize or identify the impact of the resources they dedicate to content today.
As the demand for relevant content grows, and as its production expands across different pockets of an organization, the difficulties associated with content management and direction can grow as well.
This is our approach to crafting strategic content for the healthcare industry, including some case studies.
Creating Winning Content: How local businesses can tell their story and win b...Kara O'Halloran
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White paper about the benefits of content marketing strategies for local businesses to tell your story and promote your brand. Time is one thing small businesses are not usually blessed with. Learn how to use the time you have to create engaging content that tells your story in a variety of media.
Time is one thing small businesses are not usually blessed with. Learn how to use the time you have to create engaging content that tells your story in a variety of media. This white paper is brought to you by Elon University's Interactive Media graduate program.
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyDave Chaffey
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My presentation for the Chartered Institute of Marketing in Leeds updated to cover Smart Insights RACE planning framework for an April 2019 talk for West Yorkshire CIM members.
5 Tips to Create Successful Content in the COVID-19 | GMA WebinarsGraceChong37
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The 1st in Asia | Growth Marketing Academy
đđťRegister for FREE and watch the recording whenever youâre FREE!đđť
đđťJoin Now: https://bit.ly/3kUligs
ă5 Tips to Create Successful Content in the COVID-19 Era Like The Economistă
âđťWhat will I learnâŚ
1.How to optimize your content marketing efforts in the harsh period
2.How to communicate effectively with customers and find the right balance between âtone-deafâ and âCOVID-fatigueâ
3.How businesses can stay relevant, emerging at the end of this crisis as winners
4.Current examples from The Economist to showcase these skills
đ¨đťâđźMeet Our Speaker - Alice
Alice is the Head of marketing in APAC, Content Solutions, at The Economist. She oversees the strategy and amplifications for content marketing campaigns in the region. She is in charge of social media, email marketing, and PR of sponsored campaigns, and she works closely with the advertising and events team on integrated projects. She has led amplification efforts for successful integrated programmes such as the Safe Cities Index.
đžWe will update the webinars, if you want to get more marketing knowledge, please subscribe to our channel!
đđť learn more: https://www.growthmarketer.academy/
Showcasing your experts to drive brand value and generate leads. In other words, boost brand awareness, brand authority, and learn about the importants of expert content marketing.
In this one-hour webinar, Rebecca Lieb will share findings from her recent research report on how content marketers should go about selecting content marketing tools. With input from 143 ecosystem contributors, we'll explore the plethora of content tools available, how the market is evolving, and how marketers should think about content tool selection.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadnât changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were âthe value our content providesâ (79%) and âwebsite changesâ (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organizationâs overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
These lecture slides, by Dr Sidra Arshad, offer a quick overview of physiological basis of a normal electrocardiogram.
Learning objectives:
1. Define an electrocardiogram (ECG) and electrocardiography
2. Describe how dipoles generated by the heart produce the waveforms of the ECG
3. Describe the components of a normal electrocardiogram of a typical bipolar leads (limb II)
4. Differentiate between intervals and segments
5. Enlist some common indications for obtaining an ECG
Study Resources:
1. Chapter 11, Guyton and Hall Textbook of Medical Physiology, 14th edition
2. Chapter 9, Human Physiology - From Cells to Systems, Lauralee Sherwood, 9th edition
3. Chapter 29, Ganongâs Review of Medical Physiology, 26th edition
4. Electrocardiogram, StatPearls - https://www.ncbi.nlm.nih.gov/books/NBK549803/
5. ECG in Medical Practice by ABM Abdullah, 4th edition
6. ECG Basics, http://www.nataliescasebook.com/tag/e-c-g-basics
Anti ulcer drugs and their Advance pharmacology ||
Anti-ulcer drugs are medications used to prevent and treat ulcers in the stomach and upper part of the small intestine (duodenal ulcers). These ulcers are often caused by an imbalance between stomach acid and the mucosal lining, which protects the stomach lining.
||Scope: Overview of various classes of anti-ulcer drugs, their mechanisms of action, indications, side effects, and clinical considerations.
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Flu Vaccine Alert in Bangalore Karnatakaaddon Scans
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As flu season approaches, health officials in Bangalore, Karnataka, are urging residents to get their flu vaccinations. The seasonal flu, while common, can lead to severe health complications, particularly for vulnerable populations such as young children, the elderly, and those with underlying health conditions.
Dr. Vidisha Kumari, a leading epidemiologist in Bangalore, emphasizes the importance of getting vaccinated. "The flu vaccine is our best defense against the influenza virus. It not only protects individuals but also helps prevent the spread of the virus in our communities," he says.
This year, the flu season is expected to coincide with a potential increase in other respiratory illnesses. The Karnataka Health Department has launched an awareness campaign highlighting the significance of flu vaccinations. They have set up multiple vaccination centers across Bangalore, making it convenient for residents to receive their shots.
To encourage widespread vaccination, the government is also collaborating with local schools, workplaces, and community centers to facilitate vaccination drives. Special attention is being given to ensuring that the vaccine is accessible to all, including marginalized communities who may have limited access to healthcare.
Residents are reminded that the flu vaccine is safe and effective. Common side effects are mild and may include soreness at the injection site, mild fever, or muscle aches. These side effects are generally short-lived and far less severe than the flu itself.
Healthcare providers are also stressing the importance of continuing COVID-19 precautions. Wearing masks, practicing good hand hygiene, and maintaining social distancing are still crucial, especially in crowded places.
Protect yourself and your loved ones by getting vaccinated. Together, we can help keep Bangalore healthy and safe this flu season. For more information on vaccination centers and schedules, residents can visit the Karnataka Health Departmentâs official website or follow their social media pages.
Stay informed, stay safe, and get your flu shot today!
Ethanol (CH3CH2OH), or beverage alcohol, is a two-carbon alcohol
that is rapidly distributed in the body and brain. Ethanol alters many
neurochemical systems and has rewarding and addictive properties. It
is the oldest recreational drug and likely contributes to more morbidity,
mortality, and public health costs than all illicit drugs combined. The
5th edition of the Diagnostic and Statistical Manual of Mental Disorders
(DSM-5) integrates alcohol abuse and alcohol dependence into a single
disorder called alcohol use disorder (AUD), with mild, moderate,
and severe subclassifications (American Psychiatric Association, 2013).
In the DSM-5, all types of substance abuse and dependence have been
combined into a single substance use disorder (SUD) on a continuum
from mild to severe. A diagnosis of AUD requires that at least two of
the 11 DSM-5 behaviors be present within a 12-month period (mild
AUD: 2â3 criteria; moderate AUD: 4â5 criteria; severe AUD: 6â11 criteria).
The four main behavioral effects of AUD are impaired control over
drinking, negative social consequences, risky use, and altered physiological
effects (tolerance, withdrawal). This chapter presents an overview
of the prevalence and harmful consequences of AUD in the U.S.,
the systemic nature of the disease, neurocircuitry and stages of AUD,
comorbidities, fetal alcohol spectrum disorders, genetic risk factors, and
pharmacotherapies for AUD.
Explore natural remedies for syphilis treatment in Singapore. Discover alternative therapies, herbal remedies, and lifestyle changes that may complement conventional treatments. Learn about holistic approaches to managing syphilis symptoms and supporting overall health.
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Report Back from SGO 2024: Whatâs the Latest in Cervical Cancer?bkling
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Are you curious about whatâs new in cervical cancer research or unsure what the findings mean? Join Dr. Emily Ko, a gynecologic oncologist at Penn Medicine, to learn about the latest updates from the Society of Gynecologic Oncology (SGO) 2024 Annual Meeting on Womenâs Cancer. Dr. Ko will discuss what the research presented at the conference means for you and answer your questions about the new developments.
New Directions in Targeted Therapeutic Approaches for Older Adults With Mantl...i3 Health
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i3 Health is pleased to make the speaker slides from this activity available for use as a non-accredited self-study or teaching resource.
This slide deck presented by Dr. Kami Maddocks, Professor-Clinical in the Division of Hematology and
Associate Division Director for Ambulatory Operations
The Ohio State University Comprehensive Cancer Center, will provide insight into new directions in targeted therapeutic approaches for older adults with mantle cell lymphoma.
STATEMENT OF NEED
Mantle cell lymphoma (MCL) is a rare, aggressive B-cell non-Hodgkin lymphoma (NHL) accounting for 5% to 7% of all lymphomas. Its prognosis ranges from indolent disease that does not require treatment for years to very aggressive disease, which is associated with poor survival (Silkenstedt et al, 2021). Typically, MCL is diagnosed at advanced stage and in older patients who cannot tolerate intensive therapy (NCCN, 2022). Although recent advances have slightly increased remission rates, recurrence and relapse remain very common, leading to a median overall survival between 3 and 6 years (LLS, 2021). Though there are several effective options, progress is still needed towards establishing an accepted frontline approach for MCL (Castellino et al, 2022). Treatment selection and management of MCL are complicated by the heterogeneity of prognosis, advanced age and comorbidities of patients, and lack of an established standard approach for treatment, making it vital that clinicians be familiar with the latest research and advances in this area. In this activity chaired by Michael Wang, MD, Professor in the Department of Lymphoma & Myeloma at MD Anderson Cancer Center, expert faculty will discuss prognostic factors informing treatment, the promising results of recent trials in new therapeutic approaches, and the implications of treatment resistance in therapeutic selection for MCL.
Target Audience
Hematology/oncology fellows, attending faculty, and other health care professionals involved in the treatment of patients with mantle cell lymphoma (MCL).
Learning Objectives
1.) Identify clinical and biological prognostic factors that can guide treatment decision making for older adults with MCL
2.) Evaluate emerging data on targeted therapeutic approaches for treatment-naive and relapsed/refractory MCL and their applicability to older adults
3.) Assess mechanisms of resistance to targeted therapies for MCL and their implications for treatment selection
2. About Hans Kaspersetz
⢠Founder & President of Arteric, 1999-now
⢠Celgene Patient Partner Presenter, 2015
⢠MM&M Judge, 2014, 2015, and 2016
⢠RavenTools ProductAdvisor, 2012-now
⢠Authority Labs ProductAdvisor, 2013-now
⢠MODX Ambassador, 2012-now
⢠Director of NewYork PHP, 2004-now
⢠PHP Quebec Invited Speaker, 2005
2
+1-201-558-7929
arteric.com
Twitter: @hanskaspersetz
http://www.linkedin.com/in/hanskaspersetz
3. Arteric
Arteric is a next-generation healthcare communication enterprise
focused on translating genuine customer insights into fresh solutions
for advocacyâs most significant communication challenges
Our Mission
Explore the boundaries of the possible, and create life-changing
experiences through feature-rich, defect-free software that works
everywhere and every time.
3
4. Our MissionToday
Inspire you to make the hard & necessary
decisions that will drive your organization to cut
through the clutter and help more people.
4
6. Audience Reach & Budget Are the Common Challenges
6
Are there better
ways to find us?
âŚwe have trouble breaking
through to our audience via
organic searchâŚ
âŚmaking our extensive
content searchable and clearâŚ
Breaking through
the clutter.Consistently engaging
our audience.
There is already so much
information out thereâŚ, it can
be challenging to stand out.
âŚwith a limited budget, what can
we do to improve our reach?
âŚwith a limited budget, how
can we compete with better-
funded competitors?
9. of smartphone owners ages 16-29
have looked up health
information on their phones
within the past year. The number
drops to 62% for other age
ranges.1
68% of US adults have a
smartphone.2
9
Majority of People Search for Health Information Online
1. http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/
2. http://www.pewinternet.org/2015/10/29/technology-device-ownership-2015/
75%
10. of smartphone users agree that
when conducting a search on their
smartphones, they look for the
most relevant information
regardless of the company
providing the information1
10
Competing AgainstAlmost Everyone
1. Consumers in the Micro-Moment, Wave 3, Google/Ipsos, US., August 2015, n=1,291 online smartphone users 18+.
65%
12. Defining the Strategy
Content marketing is a strategic marketing
approach focused on creating and distributing
valuable, relevant, and consistent content to
attract and retain a clearly-defined audience â
and, ultimately, to drive⌠[audience] action.
12
Source: http://contentmarketinginstitute.com/what-is-content-marketing/
14. Prevalence of Content Marketing Strategy
25% of nonprofits have a documented
content strategy.
34% have a verbal-only content marketing
strategy.
Arteric has found that our clients who
invest in and maintain a documented
content strategy that integrates content
reusability are more effective across all
channels.
They enjoy increased engagement in social
channels, via e-mail, and on their Web
sites.
14
Unsure
16%
Yes, and it is
documented
25%
Yes, but it is not
documented
34%
No
24%
N/A
1%
Source: 2016 Nonprofit Content Marketing TrendsâNorth America:
Content Marketing Institute/Blackbaud/
15. Nonprofit Content Marketing Maturity
Nonprofit Marketersâ Self-Assessment ofTheir Content Marketing Maturity
In general, effectiveness levels are
greater among marketers whose
organizations have higher levels of
content marketing maturity.
Among those reported being the most
effective:
⢠55% were in the sophisticated/mature
phase
⢠26% were in the adolescent phase
⢠12% were in the young/first steps
phase
15
SOPHISTICATED
Providing accurate measurement to the
business, scaling across the organization
MATURE
Finding success, yet challenged with
integration across the organization
ADOLESCENT
Have developed a business case, seeing early success,
becoming more sophisticated w/measurement scaling
YOUNG
Growing pains, challenged with creative cohesive
strategy and a measurement plan
FIRST STEPS
Doing some aspects of content, but have not yet
begun to make content marketing a process
Source: 2016 Nonprofit Content Marketing TrendsâNorth America: Content Marketing Institute/Blackbaud/
16. Goal & KPI Misalignment May Be a Challenge
82% of nonprofits rated Engagement as
the most important goal for their content
marketing efforts, outranking Fundraising.
However, 84% of nonprofits rated
Increased Fundraising as their most
important metric for measuring success of
their content marketing.
The mismatch between KPIs and goals may
indicate a misalignment within
organizations.
Is your organization aligned?
16
0% 20% 40% 60% 80% 100%
Engagement
Brand Awareness
Constituent Retention/Loyalty
Fundraising
Constituent Acquisition
Advocacy
Lead Nurturing
Lead Generation
Progam Delivery
Sales
Volunteer Recruitment
Source: 2016 Nonprofit Content Marketing TrendsâNorth America: Content Marketing Institute/Blackbaud/
17. Prevalence of Editorial Mission Statement
Percentage of Nonprofit MarketersWho
Have an Editorial Mission Statement
Yes, and it is
documented
30%
Yes, but it is
not
documented
23%
No
32%
Unsure
15%
30% Have a Documented
Editorial Mission Statement
Among the most effective nonprofit
marketers:
⢠42% have a documented content
marketing strategy
⢠42% have a documented editorial
mission statement
17
Source: 2016 Nonprofit Content Marketing TrendsâNorth America: Content Marketing Institute/Blackbaud/
18. Editorial Mission Statement Example
Digital Photography Schoolâs Editorial
Mission
âWelcome to Digital PhotographySchool
â a website with simple tips to help
digital camera owners get the most out
of their cameras.â
The Editorial Mission Must Govern:
⢠Target Audience â type of person you
can help most with your content
⢠Deliverables to the Audience â types of
information you will provide through
your content (how your story is different)
⢠Desired Outcome for the Audience â
things your audience will be able to do
once they have consumed your content
(whatâs in it for your audience)
18
Source: http://contentmarketinginstitute.com/2015/10/statement-content-marketing/
20. Structured, well-organized long-
form content achieves rank.
Content that comprehensively
answers relevant questions or
helps visitors perform a task will
draw attention and perform.
Longer content has become the
standard for top-rankingWeb
sites.
20
Rich Content Informs Users & Ranks
Source: Searchmetrics â Search Ranking Factors and Rank Correlations - Google US, 2015
22. Holistic, comprehensive,
relevant content appears to be a
key driver for ranking.
Data indicates that top sites do
not always include the keywords
in the body of the page for
targeted searches.
Focus on the meaning and
relevance, not the keywords.
22
Relevance Matters MoreThan Keywords
Source: Searchmetrics â Search Ranking Factors and Rank Correlations - Google US, 2015
23. Proof terms are important
signals of content relevance and
semantic density.
If my primary keyword is Stage 1
Melanoma, the proof terms
could be skin, dermatologist, or
mole.
Focusing on a semantically rich
description of the disease
should be a priority.
23
Relevance Matters MoreThan Keywords (Contâd)
Source: Searchmetrics â Search Ranking Factors and Rank Correlations - Google US, 2015
24. Relevant terms are semantically
more distant relatives to the
primary keyword. Relevant
terms are signals of highly
holistic content.
If my primary keyword is Stage 1
Melanoma, the relevant terms
terms may be treatment,
diagnosis, prognosis, or clinical
clinical trial.
24
Relevance Matters MoreThan Keywords (Contâd)
Source: Searchmetrics â Search Ranking Factors and Rank Correlations - Google US 2015
25. Visitors must be able to read
and comprehend your content.
Content producers & marketers
are becoming more
sophisticated, and readability
has improved.
Advocacy organizations must
focus on structure, style, and
ease of reading.
25
Ease of Access Is Crucial
Source: Searchmetrics â Search Ranking Factors and Rank Correlations - Google US, 2015
26. How to Check Readability in MicrosoftWord
Press Release for New Biotech Hire TwinkleTwinkle Little Star
26
MS Word How-to: https://support.office.com/en-US/article/test-your-document-s-readability-85b4969e-e80a-4777-8dd3-f7fc3c8b3fd2
28. The Spectrum of Content Marketing Strategies
Small Budgets
⢠Strategy is planned and executed by part-
time internal staff
⢠Focus is on creating limited high-impact
assets
⢠Internal publishing is limited; staff curates
content from larger sources to create a
unique perspective on disease and treatment
⢠Staff identifies a large network of publishers,
from which to draw content
⢠Strategy, mission, and analytics are reviewed
twice per year
Big Budgets
⢠Strategy planned and executed by full-time staff
with support from outside experts.
⢠Focus is on creating frequent, semantically dense,
long-form content
⢠Multi-month publishing plan w/multiple items in
varying stages of development
⢠Long-form publishing with 2x+ weekly social posts,
linking, and offline events
⢠Reviews:
⢠Monthly: strategy & mission alignment
⢠Semiweekly: analytics and KPIs
⢠Weekly: publication plan & executables
28
29. Steps to CutThrough the Clutter: Get Focused!
1. Align & document your corporate mission.
2. Document a content marketing strategy & editorial mission statement; align the editorial mission with your
corporate mission.
3. Enumerate KPIs that align with your corporate and editorial mission statements.
4. Set a budget that is sufficient to achieve your corporate and editorial missions. If you donât have enough
budget, scale back your goals and expectations. Be honest!
5. Inventory your existing content and ensure alignment with the editorial mission statement. Burn content that
is not closely aligned. Invest in upgrading content that is highly aligned.
6. Create a publication plan to support your editorial mission. Execute on the publication plan. Focus on high-
quality content that can be reused across channels.
7. Meet on a weekly or semiweekly basis to monitor progress on the publication plan and KPIs.
8. Adjust the publication plan to remain aligned with the editorial mission throughout the year.
9. Stop doing what doesnât work and double down on the most effective content.
29
30. TakeAways
⢠Visitors and search engines are becoming more sophisticated.
⢠There is an imperative to improve the quality and density of content, if you want to break through the
clutter. You have to be measurably better than your competitors and have a plan for promoting your
content.
⢠The most direct route to improving your content is to develop and document an editorial mission and a
content strategy. Then, develop and execute a persistent plan to implement that strategy over time.
Invest here first! Donât create anymore content until you have a plan!
⢠Often, less is more. If the content doesnât fit into the content strategy and editorial mission, burn it.
⢠Focus your resources on improving the quality and density of the content that most closely aligns with
the needs of your primary target audience.
⢠Create budgetary alignment between your corporate and editorial mission.
Establish KPIs that are relevant and accurately measure progress on your documented goals.
30
31. Bonus Feature
Check out the
AIM at Melanoma case
study!
http://arteric.com/case-studies/patient-
advocacy-web-site-redesign.html
31
From Searchmetrics:
It is not surprising that with the increase in the word counts of online documents, the average number of keywords per page has also increased. The interesting point, however, is that this does not seem to apply to the very top search result positions. Here, too, the top 5 form an exception, as the percentage of Web sites with the keywords in the body is much lower than for the following rankings for SERP 1.
From Searchmetrics: The percentage of proof terms and relevant terms in the top 30 is relatively high and has even increased on last year.
High-ranking pages are much more holistic.
The content of the analyzed top 30 search results contained an average proportion of relevant terms of 49 percent.
http://www.vervesearch.com/blog/how-to-optimise-your-content-for-success-with-the-flesch-kincaid-scale-readability-statistics/
WikiPedia - The FleschâKincaid readability tests are readability tests designed to indicate how difficult a reading passage in English is to understand. They include the Flesch Reading Ease test, and the FleschâKincaid Grade Level test. Although they use the same core measures (word length and sentence length), they have different weighting factors.