Einsight

The Scott Public Relations Healthcare, Insurance and Technology Public Relations Blog

Einsights

The Scott Public Relations Healthcare, Insurance and Technology Public Relations Blog

Healthcare PR & Marketing: Ways to Better Communicate with Journalists

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The article “Figuring Out Journalists: 3 Tips for PR Pros” by Jonathan Tombes on Ragan’s Health Care Communication News discusses three helpful clues when it comes to efficiently motivating busy journalists to consider your story pitch:

  • They hate jargon. Being the excellent wordsmiths they are, journalists don’t like industry lingo/buzzwords. They are more responsive to straightforward, clear wording.
  • They’re being stretched thin. Due to the obvious move of most printed material to being digital, there are less journalists, which means they are most likely overloaded with work. So, if you make it as easy as possible for them to consider your story, then they will most likely fit you into their schedule.
  • Sometimes, they’re predisposed to a particular story. Often journalists can be biased, whether it is purposeful or not, and can already possess predisposed notions about a story idea. Per Tombes, not all journalists ‘pre-write’ and go searching for quotes, but most have inclinations.

shutterstock_151074629_newsAre you having trouble hooking a journalist? These helpful tips and strategies in being prepared, presenting a compelling pitch and using unambiguous terminology, will allow the journalist that you are trying to entice to be able to more easily understand and take the time to recognize your angle.

When pitching a story to the media, do you have any tips on effectively capturing someone’s attention? SHARE your feedback with us!

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

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(Note: Many internet browser platforms are discontinuing their internal RSS reader. If you are viewing this in Google Chrome the RSS feed will not work properly since they discontinued Google Reader. If you have an independent reader set up already you should be fine. If you do not, may we suggest you look to Digg Reader, AOL Reader, or our personal favorite – Feedly to handle your RSS feeds. Happy reading.)

Categories: Healthcare, Insights, Insurance, Public Relations and Marketing, Social Media, Technology

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Content Marketing Tips: The Types of Content Your Audience Wants to Share

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Scott Public Relations has been a long-time proponent that content creation is an essential part of any effective PR and/or marketing campaign – in order to keep people interested and coming back to your company, you need to be providing them with valuable content. It doesn’t always have to be brand new content either, it can be information you’ve provided previously, perhaps repackaged in a different format.

Audiences want inviting, relevant, and educational information and they love to share certain pieces of content over others. For example, people like and want to sharelists. Lists are concise, and to the point, and in general, your company should want to post things online that people want to read, and that will draw viewers to your website.

Jeff Bullas’ article “17 Types of Content People Love to Share,” identifies highly-shared types of content and Scott Public Relations has selected the following as the most shareable:

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  • Infographics and lists can be a draw to people who never have enough time on their hands to create their own, and this form of content also gives them a handful of quick tips they may find useful later on.
  • How-to articles can also prove to be alluring to web-goers, attractive in their convenience.
  • Research on topics and case studies of real-world examples give people the proof they’re sometimes looking for before they take a first step, and news provides people the satisfaction for their desire to know what’s going on—it’s even been shown that negative stories attract more attention than others, because sometimes people are more interested in what they shouldn’t do.
  • Statistics and quotes grab people’s attention and gives them something concrete that they can focus on and share with others. ‘Top 10’ lists tell people who and what are at the top of said lists, and even tools and apps have their places.
  • Video is a highly shareable form of content, a definite “must do” in 2014 for a company’s marketing mix. Videos can often enhance your company’s story and help to humanize a brand.

When choosing what to post online, keep in mind factors like your target audience and the latest trends. You can draw from these suggestions, or you may even do some experimenting of your own—it’s entirely possible that another type of content will draw more traffic to your particular kind of website because of the industry you’re in. Test and explore to see what gives the best results.

What kind of content do you publish regularly and are you finding that it gets shared frequently by your audience?

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

Like what you’ve read? Follow Scott Public Relations on Facebook , Twitter, Pinterest, LinkedIn and Google+. For convenient blog updates, sign up for the Einsight RSS feed!

(Note: Many internet browser platforms are discontinuing their internal RSS reader. If you are viewing this in Google Chrome the RSS feed will not work properly since they discontinued Google Reader. If you have an independent reader set up already you should be fine. If you do not, may we suggest you look to Digg Reader, AOL Reader, or our personal favorite – Feedly to handle your RSS feeds. Happy reading.)

Categories: Healthcare, Insights, Insurance, Public Relations and Marketing, Social Media, Technology

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6 Reasons to Frequently Audit Your Website

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Blog courtesy of WordWrite Communications, a fellow PRBI member

When was the last time your company performed any kind of audit of your website? Have you reassessed your content and keywords for peak optimization lately? More than likely, you’ve answered “no” to these questions.

If it’s been a while (or never) since you’ve really assessed the content on your website, here’s six great reasons why you should make it a priority today.

1. Ensure content is accurate and up-to-date check list

Performing a website audit allows you to reassess the accuracy of the information on your website. Is your product information out of date? Are there biography pages on your site from former employees? This is all content you shouldn’t have on your website – for good reason – so auditing your website gives you a great opportunity to freshen up the accuracy on your pages.

Think about it. When potential customers are searching for solutions or more information on an issue they’re encountering, they’re searching for relevant content and answers to their questions. This should be reason alone that you should optimize your website content – let alone when they do come across your business organization upon a search engine results page, you’ll want to keep them on your website and coming back again later.

2. Improve SEO

Hopefully by updating the accuracy of content on your website, you’re simultaneously optimizing your keywords for SEO along the way. One of the most important elements – if not THE most important element – of search engine optimization is certainly the keywords on your website. According to the Beginner’s Guide to SEO Keyword Research from Moz.com, “ranking for the ‘right’ keywords can make or break your website.” Therefore, the importance of optimizing the keywords on your website for SEO is crucial.

As Moz.com explains, “search engine optimization involves constant testing, experimenting and improvement.” Take a look at what keywords have performed well against your analytics. Ensure that those keywords are strategically peppered throughout your website. At the same time, take a look at what keywords are performing poorly, and update or remove them from the wrong pages on your website.

3. Identify missed SEO opportunities

You probably didn’t fully understand which keywords would rank better than others when you initially established keywords on your website. But have you reevaluated your webpages since then? Probably not. All the more reason to audit your website to identify any SEO opportunities that you’re missing out on.

HubSpot makes it simple, if you’re using this platform to host your website. They provide extensive page performance statistics and suggestions for better optimizing elements on a page. Pages that have suggestions from HubSpot even have a color-coded icon next to them to add simplicity to the already overloaded marketer’s life. This has been one thing I’m reliant on while truly optimizing a website, ensuring that I’m not missing out on any SEO opportunities.

4. Don’t forget about those images!

SEO doesn’t only apply to keywords on your website pages, but also encompasses optimizing your images, too. Not only should you frequently audit the alt text behind those images that make your website look so pretty, but also keep in mind the image size in regards to optimization. HubSpot recently published a blog entry on optimizing website images to garner more leads that indicates “by decreasing the file size of the images on your landing pages, you can increase conversion rates and get more leads.” Who would have known? Google – that’s who. Keeping current about factors like reducing the size of website images can really help with your overall website optimization for SEO.

5. Reevaluate navigation of website content

By auditing your website, you now have another chance to reevaluate if the navigation of your content makes sense and is as user-friendly as possible. The last thing you want is a prospect visiting your website and getting lost in the complex navigation or who is unable to find information because your website is too simplified. Keeping the navigation elements of your website in mind is certainly a best practice for really optimizing your company site.

6. Keep in mind your buyer personas

As with any facet of inbound marketing, always keep your buyer personas in mind when optimizing your website. The content created and keywords used for SEO should be tailored to fit their goals or challenges they’re facing. If your content is failing to resonate with your target audience, you should be reevaluating your website optimization strategy to ensure you’re answering those necessary questions being asked by prospective customers.

What steps are you taking to continually optimize your website?

Take a look at this free Search Engine Optimization kit from our friends at HubSpot to really get the most out of your website optimization and SEO strategy.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

Like what you’ve read? Follow Scott Public Relations on Facebook , Twitter, Pinterest, LinkedIn and Google+. For convenient blog updates, sign up for the Einsight RSS feed!

(Note: Many internet browser platforms are discontinuing their internal RSS reader. If you are viewing this in Google Chrome the RSS feed will not work properly since they discontinued Google Reader. If you have an independent reader set up already you should be fine. If you do not, may we suggest you look to Digg Reader, AOL Reader, or our personal favorite – Feedly to handle your RSS feeds. Happy reading.)

Categories: Healthcare, Insights, Insurance, Public Relations and Marketing, Social Media, Technology

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