Brand & Capture

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How to Create a Content Strategy [Video]

Kuno Creative Videos
Posted by Kuno Creative Videos

What does it take to create a truly powerful content strategy? Is a content strategy the same thing as an editorial plan? And how can you measure the success of your content marketing efforts?

Getting started with content can be overwhelming. Kuno Creative’s Lead Brand Journalist and Content Strategist Carrie Dagenhard breaks it down to help you reach your audience with the right message.

How to Walk the Personalization Strategy Tightrope

Karen Taylor
Posted by Karen Taylor

Read between the lines of the Goldilocks fairy tale and you’ll find a very picky customer. She doesn’t want her porridge too hot or too cold. She wants it just right. Similarly, she doesn’t want her bed too hard or too soft. She wants it somewhere in between.

Consumers today adopt a similar stance when it comes to personalization, the practice of marketing to individual customers. While they want a personalized shopping experience, they don’t want it too personalized, according to an Accenture study. This means marketers must walk a tightrope for personalization—using just enough personal data to engage customers, but not enough to turn them off.

In fact, a new word has entered the online advertising lexicon as a result of over-personalization tactics — creepy. This occurs, for example, when a company responds too quickly or inappropriately to consumers, such as sending emails in response to a consumer’s recent online search.

5 Healthcare Trends to Address in Your 2016 Marketing Plan

Kristen Hicks
Posted by Kristen Hicks

Healthcare is always in the news in some way, shape or form. In 2016, we can expect that trend to continue. People will always be concerned about their health after all, and any trend, legislation or technological innovation with an influence on health will dominate news cycles and conversations alike.

For content marketers in the healthcare industry, every new story is an opportunity to reach your audience and get exposure for your healthcare organization. Creating content that addresses the topics your audience is already talking about will both keep them engaged and help assuage the confusion and concerns of your patients between visits.

Here are five healthcare trends we can count on to be in the news in 2016. When you’re looking for topics to cover in your marketing plan this year, keep these in mind.

How One Energy Company Increased Organic Traffic By 400 Percent

Annie Zelm
Posted by Annie Zelm

Just how important is organic traffic? 

These days, it's the force responsible for driving as many as eight out of 10 visitors to your website. A study by Jupiter Research, a Forrester Research company, found 81 percent of website visitors arrived at their destination through a search engine. Paid search still has its place, but research shows searchers are more than eight times more likely to click on organic results compared to paid ones. 

Of course, the very definition of "organic" implies less intervention; you can't buy your way to the top of the first page of Google if you want to grow organic traffic. However, there are a number of ways to move things along more naturally.

One of the biggest boosters is blogging. As one company discovered, increasing blogging frequency, quality and distribution can have dramatic results: In this case, it quadrupled organic traffic! 

Here's a look at how it happened.

Tips for Retargeting B2B Leads: A Beginner’s Guide

Jessy Smulski
Posted by Jessy Smulski

Need a way to rein in leads who wander off before completing a call-to-action? Retargeting is the solution.

Why E-commerce Sites Should Use Inbound Marketing

Kuno Creative
Posted by Kuno Creative

In the past, most businesses focused their marketing efforts on traditional outbound strategies, including trade shows, telemarketing, print ads and radio or television ads. But with the availability of technology, the focus has quickly shifted to inbound marketing strategies such as blogging, podcasts, webinars, search engine optimization, infographics, YouTube videos and eBooks. The focus of inbound marketing is being discovered by customers, rather than going out to find them.

Inbound marketing can therefore be a powerful way of drawing prospects to your e-commerce site, and gradually converting them into customers. Here are some ways you can use inbound marketing for e-commerce success. 

How to Map Alternative Energy Content to the Buyer Journey

Lara Berendt
Posted by Lara Berendt

Renewable energy marketers have their work cut out for them. They need to educate investors and potential customers about who they are, what they do, the fast-changing industry dynamics they face and how their technology works before they can even begin a sales pitch.

For many renewable energy companies, the bulk of ongoing content publishing is centered on industry news updates, which makes sense, as a lot of the awareness of and demand for their products is tied to the latest government incentives or regulatory changes.

But while curated industry news is one great component of your energy company’s inbound content strategy, it shouldn't stand alone. A diverse mix of content that meets people’s needs at each stage of the buyer journey can create more valuable interactions and build trust as prospects move toward a purchase.

Let's explore how to map alternative energy content to each phase of the buyer journey—awareness, consideration and decision—and look at some real content from renewable energy companies for inspiration.

Contextualization is the Future of Healthcare Marketing

Lara Nour Eddine
Posted by Lara Nour Eddine

Personalization has become a standard marketing tool. Consumers have come to expect their searches will influence what they see online and that content will be tailored to their interests. That’s how personalization pioneer generates 35 percent of its revenue—from its 
recommendation engine based on user behavior while on the site.

But now, personalization has a strong partner in contextualization. Contextualization takes personalization to the next level by providing the right content to the right user at the right time on the right device. It anticipates the needs a customer will have and serves up the most relevant, customized content based on those needs.

Healthcare marketers, in particular, must be careful to comply with privacy laws when using contextualization. It’s important to remember that information gathered from reading content on a healthcare website is stored in an entirely different location than information entered by a doctor in a patient portal, and the two cannot mix. So patients getting the latest healthcare information can rest easy knowing their confidential information is secure, and marketers can help contextualize content without breaking any laws.

Here’s how healthcare marketers can tailor their marketing efforts to individual patient needs and drive engagement to better serve consumer needs.

Use Growth Hacking to Revive Your Marketing Strategy

Joanna Jones
Posted by Joanna Jones

Trends come and go quickly in marketing. What worked last year may not work today—particularly in the fast-changing online space, where customers rapidly shift their browsing and media-consumption behavior.

One trend that’s created some buzz recently is “growth hacking”—not just another buzzword, but something worth paying attention to. Growth hacking—even for companies that are far out of the startup stage—has some principles worth incorporating into any marketing strategy.


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