Attracting the Right Audience Through Your Approach
How you do marketing reveals a lot about what you value and how you see other people. It also sends signals about how your company views and treats others—above and beyond the surface-level messaging in your marketing collateral. And finally, those signals attract like-minded, similarly oriented prospects. Market with big ideas, focused on advancing the […]
Waiting for the Data
Often, the findings of new studies “demonstrate” something one could easily find somewhere in millennia’s worth of literary, philosophical, and religious work. Not in obscure corners of cultural history, but in foundational texts. I’m mostly just bemused to see all that time and budget spent on something found and not really even lost in our […]
Content Glut
Content glut…it’s an ugly phrase for an ugly situation. But if you focus on sharing insights beyond the status quo in a voice that stands out from the noise and drone, you can create glut-busting content.
“Ugh, who wrote this?” (The Marketing Content Voice)
As someone who both writes marketing content in healthcare and who advises companies on their content strategy and messaging, one of the most persistent and complex questions I come across in my work is the question of voice. Look at it first from the patient perspective. Patients want content that is clear and easy to […]