Using Content to Drive Your Customer Experience Strategy
In a recent Marketing 360 post, we emphasized the importance of building thematic content collections that matter to customers rather than one-off pieces on a campaign-by-campaign
Ad Innovation: Take the Road Less Traveled
The traditional advertising market is saturated – anywhere the eye can see, it can see an ad. But now more than ever, consumers have the ability to use ad blockers to tune out ad
It’s Not Me, It’s You: Social Media Posts That Target Your Audience
We’re all proud parents when it comes to our company’s social media. We want to show off how great we are, highlighting our people and technology and how they’re impacting th
Professional Content Creation Tailored to the Buyer’s Journey
In the past, many people took a passive approach to professional content creation. They wrote blog posts filled with fluff and inserted hyperlinks to boost up their SEO rankings, a
Building Customer Advocacy: How to Get Testimonials from Scientists
I’ve been eating Cheerios for years, and I’m still waiting for General Mills to call me. “Why, yes!” I would say, delighted, “I’d love to be in a commercial for you. I
Marketing 360: Designing a Social Media Strategy
A social media strategy is essential in a highly-regulated industry such as the life sciences. A smart strategy aligns social media goals with overall business objectives. But wher
Context Is Everything: Lessons in Advertising, Media Planning and Buying
One of the “newer” and most talked-about paid media planning and buying practices is contextual advertising. At its core, it has everything to do context–allowing you to
Marketing 360: Life Science Content Marketing Needs Connected Content
Content marketing has been around for over a century but has been recently gaining more traction as audiences ignore traditional marketing efforts. In fact, a 2014 survey conducted
PR Planning 101: PR as a Content Engine
Sun Tzu, author of The Art of War, said that “tactics without strategy is the noise before defeat.” Your activity must be rooted in a plan designed to achieve a specific object
What’s Hot at AACC Clinical Lab Expo 2016: Talking Points for Laboratory Medicine’s Premier Event
The American Association for Clinical Chemistry (AACC) is holding its 68th AACC Annual Meeting & Clinical Lab Expo at the Pennsylvania Convention Center in Philadelphia from