Joshua Nite

Joshua Nite

20 Awesome Healthcare Marketers to Follow on LinkedIn

Joshua Nite on Apr 26th, 2017     Content Marketing, LinkedIn, Online Marketing, Social Media

Marketing is a challenging profession, full stop. But some flavors of marketing are trickier than others. Healthcare marketers have the same obstacles and issues other marketers do, and they have to contend with strict brand guidelines and stricter federal regulations.

It’s like the old saying: “Ginger Rogers did everything Fred Astaire did, only backwards and in high heels.” These healthcare marketers may or may not know how to tango, but their hard work deserves our recognition.

Here are just a few of our favorite healthcare marketers.

Rob Birgfeld, AVP, Chief Digital Marketing Officer, Inova Health System

Rob is a talented marketer who came to the healthcare field four years ago, when he took on the CDMO role for Inova Health System. He’s a jack of all trades: From social media to blogging to product development, Rob keeps Inova’s marketing strategy sound in the short and long term.

Joshua Nite

How Does Your Garden Grow? How to Create and Maintain Evergreen Content

Joshua Nite on Apr 24th, 2017     Blog Optimization, Content Marketing

Every good gardener knows there are two types of flowering plants: Annuals and perennials. Annuals bloom once and have to be replanted the next growing season. Perennials stick around; they continue to flower year after year.

Most blog posts are annuals. You publish them, they generate views and shares for a while, and then they basically go dormant. Readers might happen across them occasionally. But think of it this way: When was the last time you went through your favorite blog’s archives? Or clicked on a search result that was over a year old?

Rarely, though, you will find that a post has perennial appeal—what some marketers call “evergreen content.” Even though you published it in 2012, it still gets liked and shared. That’s a clear sign the content is still relevant to your audience.

Joshua Nite

Content Planning for the Win: 10 Expert Tips to Keep Your Audience Engaged Again & Again

Joshua Nite on Apr 12th, 2017     Content Marketing, Online Marketing, Online Marketing Strategy

Blank space: Great when it’s a Taylor Swift song (or a nifty 20’s-style cover of same), not awesome when it’s on your editorial calendar. You want to publish with a steady cadence to keep your audience satisfied. But you know that filler won’t do—it’s got to be quality and quantity.

Great content is no accident. It requires careful planning to provide the value and variety your audience craves. At TopRank Marketing, we create content for dozens of clients. That’s a lot of blank space to fill. But when it’s over, we know the high was worth the pain (sorry, now I have Taylor Swift stuck in my head for the rest of the day. Hopefully you do, too).

Here’s how to create a content plan that’s designed to excel.

Joshua Nite

The 5 W’s (and an H) That Guide Your Content Marketing Strategy

Joshua Nite on Apr 5th, 2017     Content Marketing, Online Marketing

Journalists make excellent content marketers. It’s not just because they’re used to writing clean, compelling copy. Or that, given the state of the modern news industry, there’s a wide talent pool for marketing departments to choose from.

No, journalists make great marketers because they have finely-developed instincts for chasing down a story. They know how to collect the facts thy need to make a full report. They ask the right questions and make sure they get a straight answer, before they write a single line.

Couldn’t your content marketing use a little journalistic edge? Not just for the copy, but for your entire strategy?

When reporters are researching a story, they go through the Five W’s: Who, What, When, Where, Why & How (Yes, I know that’s five w’s and one h. This is the country that brought us the three R’s: reading, ‘riting, and ‘rithmetic).

Joshua Nite

The Next Evolution of Influencer Marketing: 4 Key Insights And What They Mean

We marketers love to chase shiny objects. It’s part of the constant drive to experiment, optimize, and improve. Any new tactic that looks promising is going to attract our attention.

During his presentation last week at Social Media Marketing World, Lee Odden offered proof of just how shiny influencer marketing is: It can potentially return $9.60 for every dollar invested. Campaigns that include influencers have shown a 10x increase in conversion rates. And those customers who convert stick around–influencer campaigns tend to achieve a 37% increase in retention.

Clearly, influencer marketing deserves the buzz it’s been getting. But most marketers are just getting started. There’s plenty of activity, but not much strategy. It takes a concentrated, strategic, sustained effort to fully realize the benefits.

Joshua Nite

Aw, Snap: Everything You Need to Know about Snapchat for Business #SMMW17

Joshua Nite on Mar 24th, 2017     Marketing PR Conferences, Online Marketing

“Social media evolution is inevitable. All you can do is evolve along with it.” - @carlosgil83 Click To Tweet

Snapchat is a platform seemingly designed to confuse people of a certain age. Let’s say those of us who were high school age or older when Bill Clinton was president. If you’re in that demographic, you probably didn’t immediately “get” Snapchat’s minimalist UI and self-destructing messages.

Even if you’re one of the hip kids snapping away at home, it can be hard to see the business value of the platform.

But among the emoji and the rainbow vomiting there’s a huge potential audience. Brands with the right content and strategy are already enjoying success. If your target audience matches the platform’s demographics, it’s time to dive in.

Joshua Nite

Creating Breakthrough Content: There Ain’t No Magic Feather #SMMW17

Joshua Nite on Mar 24th, 2017     Content Marketing, Marketing PR Conferences

If you want to write amazing content like Ann Handley, don’t be a Dumbo.

Dumbo was convinced he could only fly while holding a “magic feather.” When he lost the feather mid-flight, he plummeted toward the ground. It wasn’t until he believed he could fly without the feather that he was able to take off again.

Too many would-be content creators are searching for their magic feather–the book, online course, or perfect antique typewriter that will make them a writer. And while they search, they can’t or won’t write.

So Ann began her session at Social Media Marketing World by asking us all to recite a pledge out loud:

“I don’t believe in unicorns, fairies, or Santa. There is no magic feather.”

Joshua Nite

Superheroes of Social Media: Your Must-See Guide to #SMMW17

Joshua Nite on Mar 23rd, 2017     Marketing PR Conferences, Online Marketing

In a past life, I was a minor internet celebrity. One big perk to that dubious career was being a vendor at San Diego Comic Con for seven straight years. Our little indie booth saw visits from superheroes and celebrities alike. Doctor Who, Buffy the Vampire Slayer, DC & Marvel Comics: It’s truly a nerdy paradise.

Now I’m headed back to the convention center for a different kind of meetup: Social Media Marketing World 2017. I’m expecting fewer costumed superheroes (although with the right pair of glasses I could pull off a Seth Godin costume). But there will be plenty of astonishing and amazing marketers to meet.

These folks may not be able to leap tall buildings in a single bound—though I hear Ann Handley has an impressive long jump—but when it comes to getting results on social media, they’re nothing short of heroic.

Joshua Nite

Broad Vs. Niche Content: How to Find the Right Content Marketing Balance

Joshua Nite on Mar 16th, 2017     Content Marketing, Online Marketing

’Cause whether you’re high or low, you gotta tip on the tightrope.” –Janelle Monae

Content marketing can sometimes feel like walking a tightrope through treacherous crosswinds. On one side, you have the need for brand recognition: Followers, likes, shares, all the metrics that make marketers feel good.

On the other, there’s the need to prove effectiveness through lead capture, conversions, and closed deals. These metrics used to be the sales department’s problem. As marketing becomes more data-driven, though, marketers are increasingly held responsible for proving their contribution to revenue.

Sometimes we end up swaying from one side to the other, constantly over-correcting. It’s hard to make forward progress if you’re just trying to keep your footing.

Joshua Nite

7 Interactive Content Tools to Delight Your Audience

Joshua Nite on Mar 1st, 2017     Content Marketing, Visual Marketing

Your audience is reading your content on a device that is capable of wonders. Whether they’re using a smartphone, tablet, or laptop, it can do much more than display text. What’s more, they’re connected to the internet, with limitless potential for communication and conversation.

In this context, interactive content makes a whole lot of sense. Why serve up nothing but plain text if, with just a little more effort, you can offer engaging experiences?

Interactive content might seem gimmicky, especially to B2B marketers. And I’ll be the first to admit: It is gimmicky. It’s absolutely designed to grab attention. But if your content provides value—if it’s worth paying attention to—interactive elements can help you bring in an audience. Interactivity isn’t a substitute for quality, just a supplement.

Joshua Nite

Three Crucial Truths for Engaging Your Audience on Mobile

Joshua Nite on Feb 22nd, 2017     Mobile Marketing, Online Marketing

My eight-year-old son recently asked me why the icons for “phone” look so weird. None of these images look like a phone to him:

 

 

 

 

 

Smartphones have already killed payphones and landlines. Now they’re poised to do the same to desktops and laptops. Google is already reporting more mobile searches than desktop searches. Desktop internet use has stagnated while mobile eats up an ever bigger share of our internet time.

It’s clear that the future of content consumption will increasingly be on mobile devices. There’s definitely still value in long-form content for users to settle in with on desktops. But your content strategy should include a healthy dose of mobile optimized content.

Joshua Nite

How to Get Started with Instagram Ads

Joshua Nite on Feb 20th, 2017     Online Advertising, Social Media

Imagine trying to sell Instagram to a venture capitalist back in 2010. “You see, the biggest problem with Facebook and MySpace is that there are too many words. Our social network will be almost entirely pictures. I know, I know, but get this: People will be able to make their pictures look like crappy Polaroids from the 70s and 80s! AND we’ll do it all on mobile, so people can download these pictures at blistering 2G and 3G speeds!”

It seems like a tough pitch, right? Only a few forward-looking folks knew that visual content was the wave of the future. As mobile speeds increased and phones got smarter, Instagram became a major player in the social media world.