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Tablet Magazines - Not a Print Replacement, but a Print Enhancement
Amanda Stratmeyer
Friday, June 14, 2013 - 11:46

On a recent flight from Philadelphia to San Francisco, I was flipping through US Airways Magazine when I came across this letter from editor Lance Elko. He makes the case that digital magazines simply cannot replace the experience of flipping through a printed publication.

We couldn't agree more, Lance. We are firm believers that although media consumption habits have changed with the creation of tablet readers, it is very difficult to replace the hands-on experiences of thumbing through the pages of a magazine and dog-earing interesting articles. And even more, it's practically impossible to get lost in the stories you are reading without the interrupting ping of an incoming email, or a facebook notification.

All of that being said, here at DCP, we really love tablet apps. We don't view them as the replacement of print media, but as an enhancement. We recently created a beautiful tablet magazine for Oakland Museum of California. With this app, users have the ability to read the same articles that are featured in OMCA's print publication, but with an engaging interactive layout, pop-out captions, behind-the-scenes video, and links to more content.

We'll talk a little more about OMCA's great app in the coming weeks, but for now, if you'd like to check it out for yourself, stop by their website for a preview and to check it out on your tablet.

And if you'd like to learn a little more about what we do at DCP, click here.

Healthy content is an opportunity
dave_reik
Thursday, June 13, 2013 - 16:20

Healthy Content

How many individuals consult the Internet on a daily basis for medical advice? According to a Pew study, 72% of Internet users say they looked online for health information within the past year. The most commonly-researched topics are specific diseases or conditions; treatments or procedures; and doctors or other health professionals. Half of online health information research is on behalf of someone else. 26% of online health seekers say they have been asked to pay for access to something they wanted to see online (just 2% say they did so). 

Is it too much to say that Internet has turned us into hypochondriacs? According to a survey by RxAlly, more than 20% of internet users in the U.S. consider the internet to be the most trusted source of information while making critical decisions about their health and well-being.

All of these statistics point to one thing: Content Marketing is incredibly important for the healthcare industry. Is this an opportunity for those in the healthcare sector? Absolutely – and this content can be much more effective than advertising, email and social media combine. Not to say those forms of advertising/outreach are not important but healthcare (and really any industry) should be seen as an authority in their particular market to attract new customers and engage with their existing audience. For this target audience seeking health and medical information, creating content with the latest news, breakthrough research, healthy lifestyle and related health and well-being content is a great way to connect.

Acquisition, Content Marketing, Custom Content, Healthcare Marketing
Tips for content
dave_reik
Friday, June 7, 2013 - 12:52

1. Be current

What's hot and what's not? Writing for the present and what's of interest to your audience will only help you be recognized as a source of credible/useful information and assist in your search results (SEO or otherwise). People will find you! 

2. Brand don't sell

Connecting with the brand and don't sell. Generate content of interest (relates to above on being topical). Create your own distinctive personality.

3. Give information

Grab attention - and give attention to what your readers will be able to use. Short is good! You should be able to blog or effectively write a print or online article in 300 - 500 words.

advertising vs. custom content marketing, Branded Content, Content Marketing, edit, editorial
Evolution of mobile
dave_reik
Tuesday, May 28, 2013 - 11:22

It's a fact that mobile is growing here to stay as a content comsumption device! Mobile has evolved faster than any other mass media. It is now known by as the 7th mass medium.

  • 1st mass medium Print1500: books, newspapers, magazines
  • 2nd medium Recordings1890s
  • 3rd medium Cinema1910s
  • 4th medium Radio1920s
  • 5th medium TV1950s
  • 6th medium Internet1995s
  • 7th medium Mobile 2000s

Mobile has evolved faster than any other mass media. Why? It's always with you and you use it for multiple purposes. Think about (just a few items) what the cell phone has replaced; clock, (stand alone) phone, watch, camera and in some cases your laptop. Not to mention, that the mobile phone is picked up (on average) 150 x's a day!

So what's your content/marketing strategy? If you haven't thought this through, it's time to starting thinking about tablet magazines that render on multiple formats, HTML 5 and how all of this ties into your strategy and can how you can complement and leverage what you are using with print. If you are thinking about mobile magazine apps, click here for more information.

Apps, Content Marketing, mobile
13 Reasons Why Your Content Marketing Might Fail
dave_reik
Tuesday, May 14, 2013 - 10:40

From our friends at Content Marketing Institute

1. Your content is all about you

2. Your fear of failing paralyzes you

3. You’re setting the bar too low

4. You’re not sourcing correctly

5. You operate in silos

6. You don’t seek out discomfort

7. You do not have calls to action

8. You are too focused on one particular channel

9. Your content isn’t owned:

10. Your C-level doesn’t buy in

11. You are not niche enough

12. Your team’s too slow

13. You execute inconsistently

Read more at: http://bit.ly/12soSBm

advertorial, Branded Content, content. content marketing
Healthcare tackling social media
dave_reik
Tuesday, May 14, 2013 - 13:27

How 3 of Healthcare IT’s Top Companies Are Tackling Social Media in A Highly Regulated Industry

A very good overview from Ashley Zeckman at Top Rank full artilc

Twitter: @McKesson_HIT
McKesson has created a solution focused social strategy on Twitter that encourages their followers visit their different web assets.   Adding a thought provoking question or your own unique spin to a tweet that includes a link to an article encourages followers not only to read the information, but share their feedback once they have consumed the article.

Facebook: McKesson Corporation
McKesson’s Facebook page reminds me of a vertical specific news feed.  Their cover image lets you know immediately who they work with, and the information included on the page helps keep followers up to date on the latest news in their industry, as well as some information on their solutions.

YouTube: McKesson Corporation
A unique feature about the way McKesson runs their YouTube channel is the way that the videos are organized.  McKesson is focusing on solving the pain points of their customers by creating playlists such as Better Connectivity, Better Patient Care, and Better Business Health.

General Recommendations:  McKesson does a good job of posting regularly and consistently on each social media channel.  McKesson has an opportunity to  begin incorporating more questions that inspire user generated content (UGC) which will encourage more interaction with current followers.

Dell Healthcare IT

Coming in at number two is a company you may not associate with Healthcare.  Dell offers a variety of Healthcare IT services such as Electronic Medical Records (EMR), Mobile Clinical Computing, and Clinical and Business Consulting.

Twitter: @DellHealth
Dell Healthcare does a good job of providing newsworthy information to their followers.  A smattering of videos, articles, and podcasts provides a little something for everyone.

Google+: Dell Healthcare
It doesn’t appear that Dell has a page set up specifically for their Healthcare division but there are a significant number of mentions about their brand.  These mentions include an insightful video of the 2012 Dell Healthcare Think Tank Event.

YouTube: Dell Healthcare
Dell does a fantastic job of not only creating great content, but organizing it in a way that speaks to their different customer segments and decision makers.  Dell has created a channel specifically for their Healthcare division that is a clever combination of solution insights, interviews, and information on their clinical trials.

General Recommendations:  From my research it did not appear that Dell Healthcare is utilizing Facebook as a channel for engaging their audience.  I would like to see Dell begin using Facebook as a way to add a peak into their company and the people who work there.  Dell may also want to consider finding a way to better connect with their audience on Twitter, and amp up their Google+ presence with a page specific to the healthcare division.

CareFusion

Last but certainly not least is CareFusion.  This company offers solutions for the following: Actionable Intelligence, Infection Prevention, Medication Management, OR Effectiveness, and Respiratory Care & Equipment.

Twitter: @CareFusion
CareFusion is using their Twitter account in a couple different ways.  First it appears that CareFusion has a different account setup just to recruit new employees.  CareFusion is also using Twitter to share company news, and does a good job of replying to tweets and thanking other users for sharing their information.

Facebook: CareFusion
CareFusion is sharing much of the same information on their Facebook page that is also on their Twitter page.  However, CareFusion has taken the time to make Facebook visually appealing by sharing photos of their team participating in local charity events, showing that even though they are a Fortune 500 brand, their team is all pitching in to help.

YouTube: CareFusion
This company has chosen to take a more product focused approach on their YouTube channel.  The playlists are broken down into different systems that medical professionals can use to perform specific procedures.  There are also channels which provide background information on the company, as well as career opportunities.

General Recommendations:  While I appreciate that CareFusion has taken a very direct approach with their YouTube channel, there is some room for further engagement.  Perhaps they could create a series of videos that are focused simply on solving common business problems that their customers face.

As you can see, these three Healthcare IT companies have been able to overcome the common barriers to implementing a social media strategy for a large company, and have done so successfully.  Which company’s social strategy stands out the most to you?  What did you find most interesting about their approach?  Also, where do you see an opportunity for improvement?

Full article at: http://bit.ly/ZYPK93

Content Marketing, Social Media
Social Media Strategy
dave_reik
Monday, May 6, 2013 - 10:32

Social Media Strategy

It seems like social media has been around for some time. When you think about it, at the rate of change we've been experiencing with social media, it's been around a very long time (think "dog years") - long enough that it is starting to have some impact on several facets of B2B and B2C engagement.

While branding your organization through social media is still in question, there is no doubt that social media can drive transactions, awareness about events and other forms of business engagement.

Hoot Suite recently put out a whitepaper on 8 tips for for social business.

  1. Evalutate
    • After taking stock of your organization’s position
      on your Social Maturity Model, it’s time to ask a few
      questions.
  2. Organize
    • While you want to centralize control over your social
      platforms with a social tool like a dashboard, you
      want to de-centralize the conversations you have
      over them.
  3. Listen & Learn
    • There’s no question. People are talking about your
      organization. And if by chance they’re not, then
      they’re talking about your competitors and starting a
      conversation you’ll have trouble being a part of. Don’t
      let your organization get left behind.
  4. Engage to Build Community
    • While each brand will have it’s own communication
      style, there is a right way and a wrong. The most
      important thing you can do is to acknowledge the
      voice of the customer, really hear and respect what
      they are saying.
  5. Collaborate
    • Share learning internally. Encourage your Social
      Teams to distribute new learning both within the Team
      and your organization as a whole.
  6. Secure
    • Fear over losing control is an understandable barrier
      to implementing social media across an organization.
      It is important to note that mistakes are preventable.
  7. Measure ROI
    • It’s important for social data to be relevant to
      stakeholders within organization, but often they speak
      only to the practitioners.This makes it difficult to
      communicate value, or to make important decisions
      related to the use or investment in social media for
      the organization. It does not need to be so.
  8. Amplify
    • Double down. One of the benefits of good
      measurement and understanding of your data is
      the ability to hone your messaging and understand
      what did and didn’t work from a content perspective.

For more information or to download the Hoot Suite whitepaper click here: http://bit.ly/106MX0f

Content Marketing, Custom Content, Custom Publishing, facebook, linkedin, Social Media, twitter
Print is still the driver
dave_reik
Friday, May 3, 2013 - 16:44

Is the "S" in Sales in Social media too? 

Quantifying the value (ROI) of social media is incredibly difficult. While some direct calls to action can be measured, important elements such as branding still aren't moving the needle. In an article from eMarketer it's reported that consumers are typically not learning about new brands, products and services from social media.

Only 6.5% of US internet users said they most frequently hear about new brands, products and services from social media, while 17.6% said they often do and 26.5% said they sometimes do. A quarter of respondents (26%) said they never hear about these new offerings via social media.

Offline channels, such as TV, radio and print media were the ways consumers most frequently discovered new brands, products and services

eConsultancy stated Coca-Cola, one of the most iconic consumer brands in the world, is not surprisingly one of the most popular and active brands on social media. In fact, with more than 62m 'likes' on Facebook, it's the most popular brand on the world's largest social network.

But in looking at the online chatter that takes place on social networks, Coca-Cola has come to a startling conclusion: there's essentially no impact on sales.

Read more at http://bit.ly/106rKVV

branding, custom branding, print, Social Media
What's the word?
dave_reik
Wednesday, May 1, 2013 - 11:01

So much content, so little time...

We all want fresh (and compelling) content but how do we get it? As marketers, we have a multitude of content vehicles to support - print, digital editions, tablet magazines, online, social media, collateral, blogs and more. We can try to write it all, hire more staff or utilize outside experts. Finding the content strategy that best fits your organization's goals can be a challenge. One thing is for sure though; marketers are allocating more budget and are utilizing numerous tactics to reach their target audience.

According to 2013 B2B Content Marketing Benchmarks, B2B marketers are spending 33 percent of their marketing budgets on content marketing, which is up from 26 percent last year. Moreover, the majority (54 percent) say they will increase their content marketing spending in the next 12 months.
 

CMI/MarketingProfs: spending

 

More from the benchmark study:

Producing enough content is the biggest challenge

This year, we asked marketers to indicate any challenges they had with content marketing, and then select one as their greatest challenge. As you will see, producing enough content is now the biggest challenge across B2B marketers, at 64 percent, as compared to producing the kind of content that engages, which was the top challenge reported in last year’s study.

 

Read more at: http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-...

advertising vs. custom content marketing, Custom Content, writing copy
Building Blocks of Custom Content
dave_reik
Thursday, April 18, 2013 - 11:30

Here's some great excerpts from The Content Marketeer : Building Blocks of a Content Marketing Strategy

"According to the Custom Content Council, 61% of people feel better about a company that delivers custom content and are more likely to buy from that company."

What does that mean for you, the modern marketer?

One thing is for sure!  You need to have a solid plan in place and it start with these three building blocks:

  1. Building Block 1: Targeted Content
  • To help your organization create a steady flow of relevant and provocative content first personify your target audience by clearly defining your Buyer Personas.
  1. Building Block 2: Repeatable Processes
  • Content marketing is not only generating buzz, but driving measurable results from increasing website traffic, generating more and better leads, and closing deals at the bottom of the funnel.
  1. Building Block 3: Content Distribution

  • Distribution to the Right People at the Right Time. Without an effective distribution plan, no one will see or engage with your content.

Look for more to come in the near future from DCP blogs on building a great content marketing strategy.  You can also download DCP's white paper on content marketing/custom publishing at: http://bit.ly/11hS8ua

For more information on this article from Content Marketeer, go to: http://bit.ly/15iYcWY

Content Marketing, Custom Content, Custom Publishing

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