Einsight

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

Einsights

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

Stats Show the Power of Video

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Videos allow for the powerful possibility of content to be shared in an entertaining, compelling and efficient way to relay a message to an audience, and entice engagement.

This concept of utilizing video for marketing efforts is discussed in Jon Spenceley’s recent article, “More Eyes on Your Video—How and Where to Share.” Spenceley highlights a few important video metrics which we’ve provided below. This will be the first in a series of four blogs aimed at helping healthcare, insurance, and technology professionals learn about the many benefits to embracing video marketing.

Pay attention to these video marketing metrics:
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  • Americans watched over 50 billion online videos last year.
  • Landing pages incorporating video convert over 80% better than those without.
  • Videos keep viewers on your site for longer. A “play” button for a video is one of the most effective calls-to-action for online/digital marketing.
  • According to Forbes, if given the choice between text and video, 59% of executives would choose to absorb information through video.
  • It is estimated that videos increase retention on product information by 28%.

Boost Time on Site and Search Rankings with Your Blog

Posting quality content on a blog is a sure way to gain credibility among your audience. Adding a video to the mix will allow you to attract more eyes and ears to your brand’s messaging.

Your site will also potentially have an increase in SEO since you can have the videos on your site map after you put them on your blog, so key search engines like Google will pick them up and create better search results for your brand.

Does your company already use video marketing consistently? If so, what made you get on board with video marketing initially? 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.

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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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.

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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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

Tags: , , , , , , , , , , , , , , , , , , , , , , , , , ,

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