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07Nov

What do your metrics say about your content?

Earlier this month, the Content Marketing Association unveiled findings from its Measuring Effectiveness Report, conducted with senior-level marketers from 40-plus recognizable brands. When it comes to recognizing the need for measuring the effectiveness of content marketing, there’s no question about it: 100 percent of respondents said measurement is either very important or important to their

04Nov

Hospital Marketing: How You Can Outsmart the Competition

How will hospitals outsmart their competition in 2017? It’s all about creating a personalized patient experience. Healthcare ad agency Smith & Jones recently released its top 10 hospital marketing trends, and a common thread can be found: the need to target niche audiences and provide more customized resources to make healthier choices. Among the findings:

16Jun

Keeping Up with AP Style Changes

Writing styles must continually evolve with the times. So every year the Associated Press announces changes to its widely used Stylebook. Updates to the 2016 edition of the Stylebook went into effect on June 1, 2016. Among the most notable changes are: The Stylebook will no longer capitalize the word “internet.” In the same vein,

03Jun

GLC Wins Lamplighter Awards

This week GLC was honored with two Lamplighter Awards from the New England Society for Healthcare Communications. The Lamplighter Awards were established to showcase and honor excellence in healthcare communications throughout the New England region. The 2016 competition totaled 381 entries. GLC’s design of My Health Today for Lawrence General Hospital received a Gold Award.

31May

The Importance of a Conference Show Daily

The annual conference is a cornerstone of companies and membership organizations. Jam-packed with concurrent events — guest speakers, training sessions, demonstrations, and more — attendees face a dilemma: they can only be in one place at one time. But there is a solution: the Show Daily. Typically printed as a daily magazine or newsletter, Show

02May

GLC Wins 6 Hermes Creative Awards

This year, GLC received six Hermes Creative Awards for content marketing collaborations with five of our client partners. The Hermes Creative Awards is an international competition for creative professionals involved in the concept, writing and design of marketing and communication programs and print, visual and audio materials. Entries come from corporate marketing and communication departments,

11Feb

The Heart of Humorous Marketing

Sometimes the most effective way for a brand to deliver its message is through humor. That is what the American Heart Association (AHA) accomplished (to great success) in a short film on its site about women and heart attacks. The film, which stars Emmy-nominated actress Elizabeth Banks (who also directs the piece), is part of

05Feb

It’s Time for Podcasting

At this point in time, it seems that there is about a 50 percent chance that a person is familiar with the term “podcasting.” According to a study from Edison Research, even though podcast consumption has tripled since 2006, awareness of the term has remained flat, meaning that podcasting hasn’t quite reached the mainstream public.

08Jan

Superheros and Content Marketing

Several superhero flicks are slated for the big screen in 2016—Batman v Superman, Suicide Squad, Deadpool, and Captain America: Civil War, to name a handful. The movies have already garnered excitement from comic lovers and a majority of the movie-going population in general, but content marketers should also take note. Why? Because this hype is

25Oct

Why Hospitals Need A Content Strategy Now More Than Ever

For the past four years, the Content Marketing Institute (CMI) defined content marketing as “the creation and distribution of educational and/or compelling content in multiple media formats to attract and/or retain customers.” But, says the Institute, content marketing has matured into a formal business discipline. This year, they changed the definition to “a strategic marketing

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