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Brand & Capture

Our Latest Blog Post

How to Upgrade Your B2B Marketing Strategy with AdWords

Callie Hinman
Posted by Callie Hinman

Smart marketers know Google AdWords is an essential part of a strong B2B marketing strategy. Since Google searchers are actively looking for either pertinent answers or solutions, marketers can quickly capture their attention and convert them to leads with search engine marketing (SEM) campaigns—as long as they take the right approach, of course.

In this post, we’ll discuss the best ways companies can leverage AdWords in their B2B lead generation and demand generation efforts.

How to Launch a Healthcare Blog

Lara Nour Eddine
Posted by Lara Nour Eddine

Here at Kuno, we launch new efforts more frequently than NASA launches rockets. And while we’re no rocket scientists, we do use a formula to get things done. For me, launching a blog has been a great learning experience where my organizational side comes to life. When done right, blogs can be a powerful tool to communicate with healthcare audiences.

There are plenty of checklists available, but here are some things to keep in mind about how to launch a healthcare blog.

5 Home Page Copy Fails that Drive Prospects Away

Carrie Dagenhard
Posted by Carrie Dagenhard

Your website’s home page is a lot like an online dating profile. You painstakingly pore over the copy and design, making sure each element shows your company in the best possible light. You strive to capture all of your most attractive qualities. It’s a balancing act: You need to appear capable and enthusiastic, but not desperate or overzealous. And much like a hopeful Tinder user, you have mere seconds to persuade a browser to investigate further.

Also, like a dating profile, your home page can be your company’s biggest turn-off to potential prospects.

Here at Kuno Creative, we’ve discussed some of the least attractive home page design features. Today, we’re going to take a look at the most common copy fails that will increase bounce rates and drive your audience into the arms of your competitor.

Paid Media: How to Get Your Content More Reach

Jarrick Cooper
Posted by Jarrick Cooper

Has your lack of social engagement got you down?

How Inbound Marketing Can Simplify Confusing Technology

Kristen Hicks
Posted by Kristen Hicks

Before any software sale is possible, a customer must learn that your product exists. Awareness is Step 1. Once you have a prospect’s attention, the next hurdle is understanding. For many businesses, that part’s straightforward enough—if you sold soap, no one would ever be confused about what your product does or how it works. But for SaaS companies selling complicated B2B software, the hurdle’s a big one.

How to Use Content Marketing for Public Relations Success

Casey Newman
Posted by Casey Newman

Look around. Is your mobile device within arm’s reach? If you’re like most Americans, the answer is probably yes. In fact, whether you realize it or not, you probably treat that mobile device as a body appendage, feeling naked or “off” if it’s not around.  

In today’s world of instant notifications, news updates and texts, it’s not unusual to have a completely digital relationship with someone. And if you think about it, your brand probably has purely digital relationships with your customers or prospects.

Digital relationships aren’t necessarily a bad thing; they serve a valuable purpose by keeping your audience engaged. But sometimes to get the most out of your content, you have to go back to the beginning—the personal relationship. And that’s where public relations content can help.

10 Questions to Ask Before Diving Into Inbound Marketing

Annie Zelm
Posted by Annie Zelm

If you've been thinking about incorporating inbound marketing as a way to educate your buyers and promote your brand, your head is in the right place. 

The internet and the mobile revolution have transformed the way consumers search for a solution to their problems, compare their options and  decide to buy. Inbound marketing is a way to meet your prospects where they are and join the conversation they're likely already having—long before they ever talk to a sales rep. 

And by and large, it works—if you're willing to commit the time, effort and resources needed to see it through. Inbound marketing is a marathon, not a sprint. It's not for everyone. If your company is desperate to see immediate results, it may not be for you. Or at least it should not be the only strategy you rely on.

So how do you know if it's a good fit? Here are 10 questions to ask before diving into inbound. 

Build Brand Trust With Educational Healthcare Marketing

Kristen Hicks
Posted by Kristen Hicks

False or exaggerated claims always make for bad marketing, but medical manufacturers have to walk a more delicate line than most companies. If the government decides you’re making claims that fall outside of what the FDA says your products do, you could face serious consequences.

The False Claims Act (FCA) was first implemented to punish companies trying to defraud the government during the Civil War, but in recent years has frequently been applied to punishing healthcare companies that make exaggerated claims about what their products can do for customers. Nine of the top 10 FCA cases where plaintiffs were awarded the biggest fines were against healthcare companies.

Part of what makes FCA rules for medical manufacturers so tricky is that it’s not just about avoiding false claims, it’s about avoiding any claims at all that the FDA hasn’t already approved. That can put some pretty strict limitations on what you can do in your marketing.

Content Marketing: What Works and What Doesn’t

Karen Taylor
Posted by Karen Taylor

I know that half my advertising is working. I just don’t know which half.


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