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Brand & Capture

Our Latest Blog Post

5 Ways Medical Device Firms Can Market to Busy Physicians

Karen Taylor
Posted by Karen Taylor

Reaching today’s busy physicians and C-suite executives is more challenging than ever for medical device manufacturers. Doctors, in particular, are so busy they have no time to see even additional patients, let alone talk to sales representatives, according to the 2016 Survey of America’s Physicians. With 80 percent of doctors saying they are either overextended or at capacity, how will they make time to engage with medical device marketing?

In the past, it was easy to reach physicians and medical executives. All a company had to do was send a sales rep to the practice, take them to lunch and tell them about the medical devices. Not only are doctors busier than ever, but many practices no longer even allow sales reps into their offices. In this market, sales and marketing tactics that were effective a decade ago no longer work. Today, medical device companies need new tactics that reflect how medical professionals interact with marketers now.

What works today in the medical device industry is the same marketing approach working in other B2B industries. This includes the following five marketing tactics.

How to Spend Your Extra 2016 Marketing Budget Now

Brianne Carlon Rush
Posted by Brianne Carlon Rush

Extra budget—seems like an oxymoron, doesn’t it? But there are several reasons you may have ended up with just a little leftover loot in your marketing budget as the year comes to a close: Plans change, the campaign you intended to execute was no longer needed or an event was canceled. Maybe product launches were delayed until next year, or perhaps you were simply more conservative with your budget than necessary.

No matter the reason, if you have discovered some extra spending in your marketing budget, now is the time to decide how it can be used to help reach your predetermined goals. Here, we will take a look at a few options for those final funds.

Content Distribution Checklist: Here's How to Get Found

Jarrick Cooper
Posted by Jarrick Cooper

You have a content strategy. You know your buyer and how to create valuable and helpful content they love. Now, how do you get it in front of your prospects? And more importantly, how do you get them to help you spread the word about your content?

3 Signs You Need to Bring in a Content Marketing Agency

Callie Hinman
Posted by Callie Hinman

Changing your marketing can be a challenge. And it’s certainly easier to say, “If it ain’t broke, don’t fix it.”

However, just because your marketing isn’t broke doesn’t mean you should ignore the possibility that it could be better.

We’re not saying your current marketing team or agency is falling short; they could be doing an excellent job. But some companies find themselves in a position where their marketing could use a boost. And building on a successful strategy can only make your marketing better.

Take a look at these three signs you might need to add another agency to the mix.

Why Don't More Energy Companies Embrace Content Marketing?

Annie Zelm
Posted by Annie Zelm

 Energy companies are known for breaking ground when it comes to their products, but that spirit of innovation isn't always evident in the way they market them. 

For all the solar panel producers, wind turbine manufacturers and renewable energy suppliers out there, there are a lot of dense fact sheets and text-heavy product descriptions that are difficult for the average consumer to understand. These are products and services that can be complex, and content marketing could help to bridge that gap. 

So why aren't more energy companies embracing it? From my own experience working with several of these companies, it's not that they don't see the value, it's that they can have particularly daunting hurdles to leap over first. 

Here are three of the most common hurdles I've seen and how marketers in the energy industry can overcome them. 

7 Types of Marketing Content You Should Be Using

Callie Hinman
Posted by Callie Hinman

A brand’s ability to evolve and adapt its content strategy is a powerful skill—one that can mean the difference between success and failure.

Consider The New York Times.

The Times was first published in 1851, and more than a century later, nytimes.com was launched. The publishers recognized that media consumption was expanding to the internet, and if they didn’t adapt by offering their articles online, their business would fold (no pun intended).

At the same time, the newspaper understood providing content only on the website would mean neglecting readers who preferred print over digital. By using both mediums in tandem, the publishers kept their existing customer base and expanded their audience.

This is how to approach content marketing.

How Often Should You Update and Review Your Buyer Personas?

Lara Nour Eddine
Posted by Lara Nour Eddine

As a marketer, you determined your company’s buyers when you created your marketing strategy—you researched their priorities and pain points and crafted content that will resonate with their professional needs. But nothing stays the same; business models change, companies merge and search for a new direction. And the personas that once were your marketing strategy’s main focus are now outdated.

Buyer personas are only effective if they are accurate. Updating them should be a routine part of your marketing strategy, to ensure your content is effectively reaching those who need it most. Let’s look at key indicators that you should revisit your personas to determine whether they are still the right fit or if you need to create new personas.

3 Children’s Hospitals Producing Great Content Marketing

Kristen Hicks
Posted by Kristen Hicks


You probably do a lot of reading about content marketing in the abstract. Every marketer has heard some of the same recommendations over and over again. Admonitions to know your audience and create content that’s engaging are now familiar to all of us. It’s good advice, but it can be hard to visualize how it should play out in practice.

How Much Should I Be Spending on Google AdWords?

Jackie Van Meter
Posted by Jackie Van Meter

You know it’s a good idea to leverage both free and paid traffic to build your business.

But exactly how much should you be spending on your ad campaigns?

Unfortunately, if there was an easy answer, you wouldn’t be reading this right now. You’ll need to examine several different factors to arrive at a number that makes sense for you.

The good news is you can customize your campaigns and choose exactly how much your daily spend will be. The bad news is you can’t just guess. Spending too little could mean not getting results when you should be. Spending too much could mean wasting resources that would be better allocated to SEO and content marketing.

Here’s how to answer the question, “How much should I be spending on Google AdWords?”


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