Nowadays, having a dynamic social media presence is critical for success. However, in order to reach your desired level of success on social, you must have a specific strategy to ensure your content reaches the largest audience possible. Whether you’re new to the world of social media marketing or not, it’s no secret that getting noticed on social media can be tough. Even the world’s most clever marketing content won’t do you or your business much good if no one else is seeing it.

Thus, here are our top 4 ways to increase content exposure on social media.

1. Fully understand the platforms

Before you start to look for one-size-fits-all ideas and tactics that you can start implementing, it’s important to focus on the unique nature of each individual platform. Content shouldn’t be promoted the same on Instagram and Twitter because they aren’t always going to be perfectly compatible. Your audience doesn’t use them the same way, so you probably shouldn’t either.

2. Utilize visual content

There’s a massive amount of potential being wasted by a lot of business owners when it comes to content creation. Adding a visual component to your content is going to get it more views, period. The only thing that you need to be thinking about at this point is what kind of visual content you’re going to use. For instance, live videos are a great way to create content with an authentic, intimate feel built right in. And if you’re operating with a humble marketing budget, live videos have the added benefit of being a low-cost option.

3. Monitor the Metrics

While it may not be the most exciting topic, it is one of the most important. Without a heavy focus on metrics, your marketing efforts essentially amount to using your best guess at what’s working and what isn’t. If you’re looking for ways to increase your content’s exposure, the process actually becomes pretty simple. Try out a variety of different styles of content. Then track the data on each separate strategy using platform specific tools, focusing on metrics like exposure and reach. Once you’ve collected the data, create and publish more content that’s designed to capitalize on what your audience is engaging with.

4. Consider Paid Advertisements

Ads on social are not like any other ads online. Why? Because they have massive upside. Facebook and Instagram ads have some of the best returns in the paid advertising game. You get access to plenty of people who actively engage with your brand. It’s essentially a way to hijack a curated list of people in your demographic who want your product/service. It’s hard to think of anything that’ll offer your content more exposure than that.

Why not take every step possible to increase your content’s exposure on social by building a marketing strategy that prioritizes data, industry understanding and execution. If we can help you with your social strategy, let us know!

For years, we’ve been trumpeting the value of “content marketing,” that is, the consistent generation and distribution of content that customers and prospects find relevant and useful. During that time, we’ve seen a number of companies attempt to hop on the content bandwagon – only to fall off again when they missed the mark.

Whether your organization is on the sidelines or leading the parade, here are some trends we’re seeing that you may wish to consider as you create and/or tweak your strategic marketing plan for 2018.

• Real writing. By that we mean the products of professional writers. Companies that staff or outsource content creation by trained professionals will have a leg up. Not only will they have better content, but it will be generated more quickly by people accustomed to deadlines and adept at story telling.
• Real thought. For instance, one of the marketing flavors of the day is the infographic. Ostensibly a vehicle for disseminating complex information in an understandable form, many of this ilk appear to so cluttered that it requires an advanced engineering degree to sort out. It’s not enough to have content – in any form – it must be content created with the reader in mind and promoted in the right way to the right audience(s).
• Real time. There are two factors at work here. First, it appears that organizations are creating content less on a hard schedule – “We need a blog every Friday!” – and more when they have something worthwhile to say. This is a good thing. Just as with press releases, less can be so much more. The second factor involves the growth of livestreaming of video. Look for more as, according to a widely reported survey, more than 80 percent of respondents said they would rather watch a live video from a brand than read a blog.
• Real accountability. Whether you take our advice of employing professional writers or not, make sure someone is in charge of your content creation, blogging, social media, etc. That person should have the long view of your goals and assure that all supporting documentation moves those goals along.
• Real commitment. Content marketing is only as powerful as the effort behind it. For instance, what comes to mind when you’re on a company’s web site and discover it hasn’t posted a blog, a press release, a white paper, etc. in months? Or there’s no original content, just pass-alongs of someone else’s thinking? Not exactly confidence inspiring, is it? The point is that, as with any worthwhile endeavor, you must be in it to win it.

Content marketing is not to be taken lightly. It requires purpose, planning and follow-through. Though the journey takes time and energy, however, the destination promises significant rewards.

Let us know if we can help you get there.

Unlike many marketing disciplines, professional healthcare marketers have a unique opportunity that extends beyond traditional marketing strategies and tactics. Healthcare marketing communications campaigns may very well change – or even save – a life.

With this opportunity comes an important and profound responsibility. Healthcare marketers must embrace this responsibility and align their efforts with the mission of their healthcare organization. Creativity, innovation and metrics all matter to healthcare marketers, but they must be motivated by the values of the institutions they represent.

If you’re a healthcare marketer, here are some things you must consider:

Know your mission. It’s critical to understand your healthcare organization’s mission and how it translates to your marketing communications strategy. Every message you curate and every campaign you lead should be driven by purpose and a true sense of responsibility for the people who are cared for or work at the healthcare organization you represent. It is critical to understand how your mission impacts lives and builds a connection to your audience.

Establish responsible thought leadership. Thought leadership in healthcare marketing goes far, wide and deep. Whether you’re promoting a subject matter expert or a C-suite leader within the healthcare space, you must be accountable for the persuasive message, creative intent and information presented. Content must then be disseminated through a cross section of channels that best align best with your publics. Whether it’s a blog, social media post or a comprehensive whitepaper, consider which medium will best drive optimal engagement with your targeted audience.

Empower creativity. Creativity is the cornerstone of any marketing communications effort, but in healthcare marketing, it comes with a unique and inherent responsibility. Before launching any marketing communications initiative, professional healthcare marketers must transcend the creative process to understand the breadth and scope of their message. Creativity is a useful tool, but one that should be employed only after measurable objectives and strategy are determined.

Demonstrate value. As organizations downsize and make challenging financial decisions, healthcare marketing is still core to the success of that organization’s mission. Whether it’s pharmaceuticals or publishing, when healthcare marketing budgets get cut there is a risk that it will impact the greater mission. Healthcare marketing leaders must work hard to sustain their budgets at all times, continuously communicate their purpose and demonstrate their value to better serve their market. It is important to manage healthcare marketing initiatives using metrics that clearly communicate the value of the project including projected ROI and other metrics.

This article by Joseph Grano was published on Forbes.com.

It’s always a challenge to not come across as preachy, but rather to provide a moral compass to what you do in business. In an age of change and challenges, how do we take the high yet profitable road as marketing professionals and business leaders? Through experience, I have learned that the choices we make, the example we set and the values we uphold are recognized and often times applauded by all internal and external stakeholders.

Marketing is a very powerful tool, but like any business practice, it needs to be guided by a system of values driven by what is right and what is wrong. Your judgment is more than a barometer; it embodies who you are and what you stand for. The end game is to transcend persuasive messaging and provide a message that adheres to your organization’s belief system. This system must be more than a moral compass but embody the essence of your brand.

Here are some guiding principles to remember:

• Stick to your core competencies. If you focus on what you do best, it will always translate into not only the greatest and most profitable path, but also one that is responsible and in the best interest of your clients. As we see many times in business, brands that trade down their product offering for a cheaper alternative or dilute their brand promise often fail or suffer a setback.
• Stay on message. It is critical to develop a messaging strategy that aligns with your unique values. This will keep your content in check and ethical yet still persuasive and engaging.
• Be careful of short-term gains. Remember your short-term decisions will have long-term consequences. Every message you curate or campaign you launch will create a legacy for your brand. Companies that try to create shockwaves in the market or spend resources just for attention oftentimes lose their long-term momentum or dilute their equity in the marketplace. Choose wisely.
• Protect your brand assets. Your brand is your essence; it embodies who you are and what you stand for. Be an exceptional steward for your brand and it will translate into an appropriate and compelling brand story.
• Give back. Remember to give back not only to the greater community but also to your team and clients; these are your real assets that need to be nurtured and protected. Your rapport with them needs to be open, honest and authentic. They are looking to you for guidance and support – it’s a responsibility that needs to be embraced.
• Remember it’s not always about you. As marketers, we spend a lot of time touting our offering and forget we would be valueless without our clients. It’s critical to first think about your clients and their needs before your own and how they will benefit from our offering. Our clients are not only critical assets but are valuable partners.
• When times get tough, it’s time to start listening. It may be time to embark on a listening tour to gauge how you’re being perceived and solicit candid feedback from your sphere of influence – both internally and externally.
• To earn respect, you must give respect. Remember that to gain the respect of others, you must first earn it. This can be accomplished by solid communications and managing expectations of all influencers. The result will be worth the effort and will resonate with all of your public audiences.

Taking the high road may not always be the most profitable one, but in the long run, you will win the race. As professionals, we are responsible for what we market and how we market it. Ultimately, we must own the choices we make and sustain a profit in the process.

This post was featured on Forbes.com