Content marketing: Telling Meaningful Stories

Is authentic storytelling content marketing still a differentiator when everyone does it?

Here’s the scenario:  Two competitors both use similar authentic storytelling content marketing techniques. They all read my book, which you can order here.Ha. But seriously, let’s take that scenario. Is this technique still usable when everyone – including our competitors – use it? Totally! Yes. Yes. You own your stories and others own theirs.  Many […]

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VIDEO: How helpful marketing teams can find ways to publish stakeholder content

Helpful storytellers often find ways to find a story for just about any topic. Look a little deeper to help people share their stories. Here's how.

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ZDoggMD: How humor, uniqueness and fun can tell educational stories for millions

Zubin Damania, MD, was a Stanford physician who was following in his dad’s footsteps: Being a doctor in the typical healthcare system. But that wasn’t enough he told the audience at the Healthcare Internet Conference in Las Vegas in 2016. “I was living somebody else’s story.” So he made changes. Huge ones. For him and […]

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Healthcare ads: Should we use actual patients?

Christoph

November 7, 2016

Advertising, Health

Colin Hung wrote a great post over on the Healthcare Leadership blog and shares a video, used as a TV commercial, that includes actual patients, according to Colin’s blog post. Colin asks “How do you feel about using actual patients, families and doctors in healthcare advertising?” I have an opinion on that…

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What industries can benefit from content marketing or authentic storytelling?

It’s always dangerous to throw round absolutes, but I have yet to come up with an industry where content marketing is absolutely not possible or zero percent helpful. Basically authentic storytelling content marketing comes down to these pillars:

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Breast Cancer Awareness Month: Hit me with a good story after I almost donated

October is Breast Cancer Awareness Month and it seems everyone is running their own fundraising campaigns.  I got one email from an airline that said I could earn miles if I would donate to help fund breast cancer research. I even clicked over and picked a dollar amount for my donation and checked how many […]

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Hope might not be a strategy, but stories that instill hope are motivators

You’ve probably heard some of those digital marketing/content marketing/general strategy experts out there who blurt out: “Hope is not a strategy.” Usually, they say (and I’ve said it before)  that when somebody says: “I hope this will happen when I do [insert current strategy].” And they are correct to a degree. Hope is not a […]

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[MARKETING] Why we shouldn’t make up quotes for people in our marketing stories

It can seem easier for writers and content creators to write the quotes from “actual people” marketing materials. It’s one way to make sure they stay on message, I suppose.  Marketing materials, of course, can include printed pieces, other offline items and all kinds of digital components, including ads, blogs and eNewsletters. And many marketers […]

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A guy’s perspective: Do women really make most healthcare decisions? 

Christoph

September 27, 2016

Health, Stories

I hear those studies often: “Since women make most healthcare decisions, marketers need to …” When I hear the studies and statements I sometimes would think: “Oh sure. Maybe. But I can and do make my own decisions.” And that’s true, but then I look at what actually causes me to go see a doctor! […]

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How to promote your event through great storytelling [HEALTHCARE EXAMPLE]

A lot of event promotion I see out there is, well, just very promotional. Here’s our event The time Date Maybe the purpose is stated And whatever it is that we want from you – often to give us money to attend But having unique events and promotions of those events can help organizations and their […]

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How to use content marketing to retain current customers

I hear lots of talk about how content marketing is great to acquire new customers for businesses or patients in healthcare. But one thing that is easily (and often) forgotten is that content marketing can also help us retain current customers. Some experts and thought leaders out there even compare content marketing to dating. We […]

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MEN’S HEALTH: Why not to ignore the little health problems 

I had this pain in my left waist for months, but only when I was laying down. My wife suggested I should maybe go see our family doctor and have him take a look. I’m fine. But you may know how it is. It only hurt from time to time and not that bad even. […]

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Why your website content needs to be specific

Web content needs specificity. Every once in a while, people say to me: Why do we need to be so specific? We didn’t do that previously? We just shared the typical stuff. And that’s the problem, many people are sharing the typical things. These are the facts. In the case of healthcare you can easily […]

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"Get Real: Telling Authentic Stories for Long-term Success" discusses why you, your organization and anyone really should consider sharing authentic stories with each other ... READ MORE

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