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Health care front line workers are inspiring the world in this time of crisis. We are also learning from health care marketers, whose dedication to information transparency will inspire trust even after we turn the corner on the pandemic. As marketers, one of our top responsibilities is dispensing timely, pertinent information, including these Points of Interest.

Discover your strategy

Just as online research leads to discovery of content (i.e. new streaming shows to binge), the marketing discovery process leads us to a content strategy.

The Savoir Faire marketing discovery process generates deep knowledge about a company, including the company’s prior marketing efforts and results. Discovery is our opportunity to ascertain your company’s objectives and outline what a marketing program needs to do to reach them. Your goals are the destination that inform the plan of action or strategy.

The marketing discovery process often unearths nuggets of gold that we roll into a content strategy. We use this discovery time to home in on how our areas of expertise can help reach your objectives. Discovery also points us toward a content strategy specific to your goals. Content strategy guides the creation, delivery, and governance of useful, usable content.

Check out this new blog post detailing Savoir Faire’s marketing discovery tactics.

Meet the Marketing Monsters!

Cookie Monster, the Loch Ness monster, the one-eyed monster and now the marketing monster! Savoir Faire’s team battles our clients’ marketing monsters on the daily – think of us as Monster Tamers.  

We’re now putting faces on these monsters to help identify them and their monstrous behaviors and how we can tame their nasty ways. To that end, meet the Email Monster!

The Email Monster can be really annoying – especially when he makes it tough to escape him by ignoring your unsubscribe requests.

In email marketing best practices, opting out easily is as important as getting a prospect’s opt-in. Someone may not be ready now, but they could potentially be a customer later — unless the Email Monster makes them so angry they’ll do anything to avoid working with you in the future. He wants to make it tough to unsubscribe to his emails. 

Here’s some more insight on how to avoid that monstrous behavior. 

Novel graphics

Searches for infographics increased more than 50% in March 2020 compared to March 2019, according to this post from Content Marketing Institute.

Before you start creating dozens of infographics, know that only the most effective and relevant examples get shared and seen. You should create infographics that follow the principles of great content to get eyes on them. Such as, great content has personality!

To start a plan for a dynamic infographic, break down the idea process. These seven principles are relevant not only to infographics but to any content:

  • Solve a burning problem
  • Challenge the status quo
  • Change the perspective
  • Find origin stories
  • Find extreme cases
  • Go outside your immediate field
  • Create a mashup of two or more topics

Google’s latest core update leaving users sore

Search engine optimization (SEO) is crucial for getting the right visitors to your website. One of the biggest challenges of successful SEO is keeping aware and current with the changes Google makes to search.

Google makes minor changes to search each day, and also rolls out core updates to its algorithms (processes) at varying frequencies. These core updates can affect your search results in big ways, so it’s good to be aware of them when they occur. Knowing when Google makes core updates can help shine light on changes in your page’s rankings and organic traffic.

That stated, Google rolled out a core update earlier this month, which resulted in many complaints about a quality drop in Google’s search results, as reported from outlets such as Moz and Search Engine Roundtable.

There’s a looong Reddit thread with complaints about the update and the current inaccuracies in search results. Here’s how one poster breaks it down:

“Google search now is:

30% ads
30% youtube
20% google books
10% pinterest
10% normal sites”

Have you noticed any change in your search results this month, good or bad? If you have questions about SEO, reach out and our in-house SEO expert will help you take a look.

Crisis content

Marketers see their skill sets challenged in times of crisis, which is why we’re thankful Savoir Faire has a couple old-school journalists on the team who can pivot and power through content challenges no matter what is thrown at them.

Many companies do not have a content strategy for times of crisis, and they’re quickly learning how important it is to have a plan. Marketing Profs offers a five-step outline for creating a content strategy in a crisis:

  • Get a handle on changing business objectives: Talk to members of your team to determine how the corporate strategy will shift and if there are any new targets. When you create your content strategy, you’ll be able to focus on activities that support the state of business.
  • Assess your audience’s needs: Gather facts to understand your customers’ changing challenges and priorities. You can do this via looking at industry conversations happening within social media, talking with your sales team or interviewing prospects or customers (if budget/time allows).
  • Look at industry trends: Look for answers to questions such as “What hot topics are making headlines?” “How are businesses responding?” Look internally at your website performance. What content pieces are prospects clicking or downloading now versus previously?
  • Analyze your findings and create your strategy statement: Utilize common themes and content opportunities that best meet your business objectives as well as your audience needs. Craft a statement that clearly sums up your strategy and keeps everyone focused on the same goal.
  • Brainstorm content that aligns with your strategy: First, communicate the strategy statement as well as any other pertinent information. Then, brainstorm with the internal stakeholders from different departments, referencing the strategy often to keep everyone on point. 

Help from the health field

While we’re learning a lot about resilience from front-line health care workers during this current crisis, there are also lessons we can learn from health care marketers, whether there’s a pandemic or not, as pointed out in a new piece by Content Marketing Institute.

Health care marketers ditched their spring/summer content plans, and continue to work around the clock to create COVID-19-related content to educate and inform audiences. The impressive commonality of these marketing efforts is that they’re not attempting to go viral, but instead are focusing on sharing information people want and need during this unprecedented time.

We can all learn from these examples:

Answer questions using clear language: Adhering to Google’s Search Quality Evaluator Guidelines for expertise, authoritativeness and trustworthiness will help more people discover your content.

Recognize and elevate heroes, especially on your team: Everyday Strength lets visitors express gratitude and share positive stories about health care workers and community. These feel-good notes and posts encourage the frontline health care team.

Be transparent to earn trust: People appreciate when you tell them the bad and the ugly, not just the good, because it means you’re committed to honesty. Hunterdon Healthcare in New Jersey has been straightforward about how its hospital is handling the coronavirus. It posts daily updates on the number of COVID-19 patients in its hospital. 

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