Ahava Leibtag, a 2020 inductee into the Healthcare Internet Hall of Fame as an Innovative Individual, has 20+ years of experience in content. She has consulted with some of the world’s largest firms to attract and grow their audiences. Ahava is the president and owner of Aha Media Group, LLC, a copywriting, content strategy and content marketing consultancy. She is also the author of The Digital Crown: Winning at Content on the Web and loves a great logic puzzle, a long game of Apples to Apples and anything that has chocolate. You can connect with Ahava on Twitter at @ahaval.
A great content strategy takes the guesswork out of execution so creative content can flourish. But you need to get the details right. This five-step checklist for creating valuable content can help you do that.
Use the checklist to ensure your content reaches and helps the right audience and to keep your team focused on your strategy’s goals. (It also may give you a feeling of accomplishment –who doesn’t love checking completed tasks off a list?)Continue Reading
ChatGPT, Bing, and Google’s Bard grab the headlines. The evolving use of AI-generative content tools prompts fear, excitement, and chaos among marketers.
It’s clear why. You need help. Forty-six percent of marketers say one person (or group) is in charge of their organization’s content calendar. Who wouldn’t want to taste the AI apple?Continue Reading
The words and actions of brands — including yours — matter. Politics and other areas of our culture are becoming more polarized. When you are authentic about your values and causes, you can build loyalty with your audience.
Not voicing an opinion could even hurt a brand’s credibility. According to a recent study by Sprout Social, 70% of consumers surveyed believe it’s important for brands to take a stand on social and political issues. In that same survey, more than 60% thought brands had the power to reach large audiences and create real change.Continue Reading
Remember the marketing plan your team crafted with excitement in the fourth quarter last year? Yeah, that’s been thrown out the window. Marketers have scrambled to grapple with our new reality during lockdown and what that means for our content, email campaigns, and social media posts.
I’ve loved seeing how health care marketers have handled this challenging situation. They’ve had to scrap planned posts (“Spring Break Sun Safety!” “Healthy Breakfasts for the Morning Rush!”) and create COVID-19-related content to educate and inform their audiences. Many health care communicators are working around the clock to develop and publish content.
Songwriters are storytellers. And if you’re a content marketer, you’re also a storyteller. We’re trying to do the same thing – to capture the most elusive thing we can with words: a feeling.
Here are seven songwriting secrets that will help you make your content stronger.
Ann Handley says writing isn’t hard, middle school is hard.
While I agree middle school is hard, I think writing is challenging. As it’s been said, “There is nothing to writing. All you do is sit down at the typewriter and bleed.”
Editor’s note: We’ve updated this article with a new version because all marketers love valuable content.
“Every day, there is more and more to manage and get right and learn.”
Who said that? It’s definitely someone in content marketing, web strategy, or digital communications, right?
Wrong.Continue Reading
Today’s health care consumers — baby boomers in particular — are hungry for reliable health content, and more than ever they are using the web to educate themselves. The Pew Research Center reports that nearly 80 percent of internet users go online for answers to health questions.
Perhaps more surprising is the rising role social media plays in consumer health education. According to PwC’s Health Research Institute (HRI), 42 percent of consumers have used social media to access health-related consumer reviews (e.g., specific treatment therapies or physician reviews), and 20 percent have joined a health forum or community seeking health content. Younger consumers in particular tend to trust social media as a credible source of information — 90 percent of individuals age 18 to 24 would engage in health activities or trust health information found via social media.
Consumers also are demanding tools to help them take charge of their own health care decisions. Currently, more than 40,000 health-related apps are marketed to consumers — covering everything from diet counters to smartphone-enabled blood-pressure monitors and glucometers.Continue Reading
As content marketers, we are all looking for formulas that will make our content sing and stand out from the rest. Many of us are practiced at creating content, but can we be sure that it’s valuable and appreciated by our users?Continue Reading
Are you just dying to create your own infographic? Seen five new ones in the past 15 minutes? Think before you design. There’s a lot to consider about infographics, including purpose, relevancy, and the potential for ROI.
As our web becomes even more image-driven, eye-catching and easy-to-digest content is here to stay. While infographics are a great format for translating data into easily shareable, fun images, you have to have a clear purpose and plan in mind before you start.
