Content Marketing vs. Brand Journalism

May 27, 2014 @ 7:11 AM

Which is what? What is which?

Randall Gerber, CEO, The Gerber Group

A few years ago, every healthcare marketer had the term “social media” on the tip of their tongues.  But things change rapidly these days.  Facebook, Twitter, Flicker, Interest, LinkedIn, Tumbler, Integra, and Google + (Oh, wait I think that’s going away.)

Now, we are likely to hear “Content Marketing” and “Brand Journalism” used in the same breath. Most sources agree that the two are NOT the same.  But there is a wide range of definitions when it comes to how the two are related.

Both Content Marketing and Brand Journalism grow from increasing cynicism among consumers about traditional advertising and PR messages......

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How are You Using Your Media Channels

May 13, 2014 @ 7:57 AM

Randall Gerber, CEO, The Gerber Group

In earlier posts, we discussed the definition of Content Marketing and How Healthcare Media Channels have evolved over the years.  In this article, we’re going to show why Content Marketing is a valuable tool and where Content Marketing fits in the overall marketing strategy.

Offering free, helpful and non-promotional information to a defined audience

Using Search Engine Optimization to craft this material.  This ensures that the key words people are most using in their search are found in your headline and articles.

Leveraging the consumers’ penchant to searching health online through PPC advertising, which uses key words and is directly tied to searches about the topic ...

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Content Marketing: Where Does It Fit in Your Strategy?

May 8, 2014 @ 6:00 AM

Randall Gerber, CEO, The Gerber Group

Content Marketing is a powerful tool – but it is not a silver bullet for healthcare systems.  Content Marketing is certainly the buzzword of the day among all marketers, not only healthcare people.

It’s reminiscent of several years ago, when “Social Media” was the new silver bullet for hospitals and health systems.  Facebook, then Twitter, then Instagram, than…   Each was to be the “most powerful tool” available to health marketers.  And they are powerful.  But no hospital or health systems marketing can stand alone on its social media or Content Marketing. 

A meaningful healthcare marketing program will cover a range ......

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What's It Take to be a Great Content Marketer?

May 5, 2014 @ 1:00 PM

Randall Gerber, CEO, The Gerber Group

To be a great Content Marketer for a healthcare system, it takes a person a bit left-brained (stats, internet savvy, good researcher, understand medical issues) and a bit right-brained (creative, skillful storyteller, solid writing skills).

Granted, it’s difficult – if not impossible – to find all these attributes in one person. 

You can find a TEAM that includes all these attributes and the accompanying skills. It’ll take a talented manager to deal with a group that tries to meld right-brained and left-brained talents.  Assuming you are or can find that person, let’s look at each of the roles.

INTERNET SAVVY.  This knowledge includes a voracious ......

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