You built it…did they come?
I remember watching the movie "Julie and Julia" about Julie Powell who wrote a blog chronicling her attempt to cook all the recipe's in Julia Child's Mastering the Art of French Cooking. When Julie wrote her first few posts, she was not surprised that no-one had read her online thoughts. However, quite quickly her followers grew and before long she was a published author. Most of us are not fortunate enough to start off with a blog and land up featuring in a Hollywood blockbuster. However, there are a few easy steps one can take to make sure that if you build good content, it can be seen and consumed in all the right places. Piggyback I recently wrote two guest posts for online dietitian networks, the first on Dietitian Connection, with a focus on using social [...]
Winning in mobile
I recently attended a presentation by McCann Health, showcasing the latest trends in how Healthcare Professionals are using digital channels. In Australia, nearly 90% of these Healthcare Professionals use a smartphone for professional purposes and unsurprisingly, the majority will abandon a company website if they cannot easily access relevant information from their mobile device. Most companies know that they need to take a "mobile first" approach, yet too many are simply trying to rehash their desktop website into a smaller version that looks neat on a mobile device. Here are my five top tips to help you get started with a winning mobile strategy. Is it really mobile friendly?– it is tempting (due to time and budget constraints) to scale down your existing desktop website. However, not all elements of your existing website make for [...]
Nutrition facts vs. fallacy
Last night, I watched a fascinating episode of the Catalyst, which focussed on the latest research to determine any possible links between nutrition, gut bacteria and health. It certainly was a fascinating topic, especially the faecal implant experiments, which would not be your average dinner conversation topic! But what struck me more so than the interesting research being undertaken in this area, was the number of times phrases like "possible link", "more research required", and "decades before tests in humans can be done" were mentioned. The way we eat and the future of our food is certainly changing. But despite all the new trends that we are seeing and the accompanying "nutrition wars" between dietitians and celebrity chefs, one thing we can be certain of, like most things in life, is that there is still [...]
Creating Content Advocates
“Content marketing” must be one of the most over-used buzzwords by all digital marketers. Brands are realising that content is one of the most effective ways of engaging with fans and achieving a true ROI. But there is one element of content marketing that is often overlooked and it is also one of your cheapest, yet most effective sources of sales - brand advocates. For brands to keep generating quality content requires time and money. According to the Content Marketing Institute, brands spend more than 24% of their marketing budget on professional content development. We all know (being consumers ourselves) that consumers trust and engage more with people than with advertising. And when it comes to social engagement, we want to engage with real people rather than a banner or sponsored promotion. Brand advocates are [...]