Einsight

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

Einsights

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

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

shutterstock_135481169_sharing content

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:

    shutterstock_174704540_share on keyboard

  • 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

time for review_audit website

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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Marketing Automation: How to Effectively Streamline Your B2B Sales Process

shutterstock_136860638_leads into customers

C-suite executives at B2B healthcare, insurance, and technology companies are presented with new marketing options regularly, but they are often left wondering what the benefits are to investing in these new marketing tools. They also may be wondering, “Does marketing automation help lead to more sales?” or “What does it even mean?”

A simple explanation: marketing automation software is the tool that unites the sales and marketing aspects of a business. While many B2B businesses treat marketing and sales as independent areas, Katherine Dollar’s article “4 Ways Marketing Automation Helps the B2B Sales Process” describes how effectively utilizing marketing automation can help you merge these two operations and achieve the bigger goal of turning website visitors into actual paying customers.

Marketing automation helps you with the following in the B2B sales process:shutterstock_148902341_B2B image

  • This automation software can improve your data collection abilities and help you create web-visitor profiles. Providing content good enough to get visitors to give you information like their title, company, and even budget equips you with profiles good enough to enable effective conversations with potential customers.
  • Creating high quality content on a variety of topics can also help automation software segment web visitors into lists based on their preferences and interests. The data from these lists helps marketers single out higher-potential buyers through targeted emails and can help keep people who are qualified in your visitor pool.
  • Automation can even reduce the need for cold-calling in sales by giving visitors ample opportunities to indicate they’re ready for the next step throughout their web visit—sales reps then only have to review the potential buyer’s information on the website and begin the conversation.

Marketing automation is a trend that’s here to stay, and the functionality of such software programs is continuing to improve as companies continue adding new features and capabilities to their programs. Instead of waiting to begin integrating, start improving your marketing and sales connectivity and building your customer relationship management system (CRM). The more complicated the software gets, the more difficult it is to implement.

Scott Public Relations will continue to monitor this trend and provide updates, but we want to hear from you! Do you use marketing automation software?  If so, do you find that it helps you streamline your B2B sales process? Submit a comment or share with us on our social media pages by clicking one of the links below.

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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