Archive for the ‘Marketing’ Category

Content That Converts: Advice for Developing a Profitable Content Marketing Strategy

“Because you can’t eat brand equity, and can’t pay a team with it” – Laura Hanly, Digital Marketing Expert and Author, “Content That Converts: How to Create a Profitable and Predictable B2B Content Marketing Strategy” When done correctly, content marketing can serve as a powerful arm to your overall marketing strategy – it establishes you as an authority and has the potential to increase your revenue and profit. That’s why CMOs at the largest technology companies report that building out content marketing as an organizational competency is the second most important initia...
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How Optimization Influences Communications

Why are you reading this blog post? That, I’m not really sure about. Who are you? Why are you reading this blog post? I can take a good guess. You probably have marketing, communications or PR in your profile somewhere. Chances are, you’ve read a post on a similar subject or even read something on the Zer0 to 5ive blog before. If our readership mirrors a site such as MarketingProfs, you are likely a professional at a small or medium-sized business in North America. How do I know this? Because we’re inside an optimization loop. It’s similar to the social media bubble of our own de...
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Jan 09

Three Reasons to Incorporate Marketing Goals into Website Design

Today, websites have to do more than simply “exist.” With high levels of competition in the digital space, a website must be fully integrated to a company’s business objectives and goals. Investing in a website that integrates your sales and marketing messages into a compelling design can improve user experience and directly impact your business’ sales funnel. Make a Lasting First Impression You only have one chance to make a first impression, and in marketing, that first impression is your website. The Internet has become such an integral part of our lives that most people searc...
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Dec 14

5 Strategies to Promoting a Successful Webinar

For reasons too many to name, webinars continue to be one of the most popular strategies for leveraging content to drive qualified leads. There has been significant focus on creating great content over the past few years, for good reason, but the fact remains that no matter how good your content is, if people can’t engage with it, it’s all but useless.

Have a plan. There is so much that goes into planning a successful webinar, but in order to start you need to ask yourself: Who are you targeting? What amazing content are you going to be presenting that is going to kn...
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Nov 07

Mastering the Art of Infographics for Public Relations Efforts

They say a picture is worth 1,000 words, but how about 1,000 hits? Information graphics, or more commonly known as “infographics” are graphic visual representations of information, data, or knowledge that help to present information quickly and clearly. It is hard to ignore the surge of infographics that you see every day in print, online and social media. From the USA Today Snapshot to Instagram to research reports, infographics are everywhere. [caption id="attachment_4087" align="alignleft" width="300"] Source: USA Today[/caption] Why have infographics become so popular? For st...
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Maximizing Visibility for Medical Devices Throughout the FDA Approval Process

Pursuing FDA approval for your medical device can be an exciting time for any company in the healthcare space. Whether you are taking the path of the FDA’s premarket approval (PMA) process or the 510(k), the regulatory milestones along the way create multiple opportunities for a company to begin generating visibility and awareness for the product.

These key milestones include:

Clinical Trials PMA/510(K) Submission Advisory Committee Meeting FDA Approval Launch

A PR strategy that beings at the start of clinical trials and keep key stakeholders inform...
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GTM Planning for Health Tech Startups

This past Thursday, I had the opportunity to be the keynote speaker at the Plexus Healthcare Innovation Hub in Philly. What an amazing place for health tech startups, especially medical device companies to get started – the space, equipment, people and networking at Plexus are incredible!

I was lucky enough to follow two amazing demonstrations that kept everyone glued to their seats and fully engaged – the first from Dr. Alan Flake of CHOP, who demonstrated an artificial womb that has the potential to significantly decrease the mortality and birth defects that can arise with p...
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How to Leverage Cultural Fads to Maximize Marketing Efforts

A great way to promote your brand is by leveraging popular trends. Through a few well-managed steps you can create a strong link between your product and a popular trend, giving you an extra boost from the association. One notable example is the recent AR/mobile hit Pokémon GO. The game itself garnered massive amounts of media attention and numerous marketing capitalization articles to follow. In light of such a successful launch, I want to detail how you can successfully capitalize on the next big trend when it gets here.

Timing

In baseball, if you swing a second too la...
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Tips for Creating an HTML Email That Renders Universally

Satisfying the rendering differences between the vast selection of email clients out there is an ongoing battle with web developers. Here are a few tips that can help save you hours of coding headaches.

Use Inline CSS

When possible, write your CSS inline. Some email clients, notably Gmail, will ignore most CSS wrapped in the <style> tag. Inline CSS is implemented with the style attribute and is written on a single line, like so:

<td style=”color:#333333;font-size:16px;font-family:Arial;”>

Writing this way can get long and confusing very quickly...
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Jan 09

Using Surveys for PR Buzz

Surveys and statistics can lend a powerful punch to PR campaigns. When a PR pitch is supported with credible numbers and statistics, it is much more likely to get the attention of the media and be interesting to the public.

There are multiple ways so conduct surveys - phone, online, focus groups - but among the easiest is using an online survey company, such as SurveyMonkey, which enables you to create and deploy surveys quickly and easily.

How do you create a survey that will produce interesting content, and what do you then do with that content? Below are some tips for ...
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