Ask a Kid: 5 Insights on Human-Centered Experience

Posted by Owen Matson, Ph.D. on March 24

WHAT CHILDREN CAN TEACH US ABOUT DESIGNING HUMAN-CENTERED EXPERIENCE

A recent article on "Designing a Human-Centered Pediatric Experience" draws on opinions and insights from children to develop guidelines for optimal pediatric care.  The article is not only useful; more importantly, it's moving.  Coming from outside the profession of healthcare design, the article represents a model of effective content: It speaks to professional protocols in terms of common emotional needs.  It's 5 key points focus on issues specific to hospital facilities management, but the inights resonate on a much broader level:

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Topics: Content, Business Communication, Thought Leadership, B2B Marketing, B2B Content, Content Strategy, Healthcare Industry, Healthcare Design and Engineering

Why Your B2B Strategy Needs SlideShare

Posted by Owen Matson, Ph.D. on March 24

Social media for B2B has changed its landscape more times than most of us can count. We all continue to participate in the evolution of an ever-growing share of platforms that started with basics like Facebook, LinkedIn and Twitter. Not to mention that there are many of you who have quickly learned how to source Pinterest and Instagram for mobile marketing outreach. 

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Topics: Video, Content, B2B Content, Content Strategy, B2B Social Selling

B2B Marketing Needs to Get More Emotional

Posted by Owen Matson, Ph.D. on March 23

Why B2B Marketing Needs to Get More Emotional

Traditionally the life sciences industry has been product-centric, focused on share of voice and marketing messages. Changes to the healthcare business model are forcing organizations to adopt a customer-centric model in order to align with the way the “buyer” buys. The good news is that industries like retail, consumer goods, and telecommunications have blazed a trail for Life Sciences companies to follow when making this transition.

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Topics: Content, B2B Marketing, B2B Content, Content Strategy, B2B Digital Marketing

15 Expert Tips for How to Curate Effective Email Newsletters

Posted by Owen Matson, Ph.D. on March 21

Curation, not Automation: 15 Expert Tips for How to Curate an Effective Email Newsletters

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Topics: Content, B2B Marketing, B2B Content, Content Strategy, B2B Newsletters, Email Marketing, Email Marketing Strategy, Content Curation

36 Reasons Why B2B Marketers Need Email Newsletters

Posted by Owen Matson, Ph.D. on March 21

36 Reasons Why Email Newsletters

In a recent interview for MarketScale, Publicate founder and CEO Chris Bradley, discussed the why email newsletters offer As a term, 'Email Newsletter' does sometimes prompt eye-rolling and visions of business marketers "endless opportunities" to engage clients and grow business:

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Topics: Content, B2B Marketing, B2B Content, Content Strategy, B2B Newsletters, Email Marketing, Email Marketing Strategy, Content Curation

Are We Containers for Content? The Origin of Memes

Posted by Owen Matson, Ph.D. on March 20

"When you plant a fertile meme in my mind you literally parasitize my brain, turning it into a vehicle for the meme's propagation in just the way that a virus may parasitize the genetic mechanism of a host cell.”--Richard Dawkins, The Selfish Gene 

MEME

  1. A cultural item that is transmitted by repetition and replication in a manner analogous to the biologocal transmission of genes. 
  2. A cultural item in the form of an image, video, phrase, etc., that is spread vie the internet and often altered in a creative or humorous way.

The word “meme” was invented about 40 years ago by evolutionary theorist Richard Dawkins.  Dawkins coined the term in his controversial 1976 book, The Selfish Gene.  The book is famous.  The word “meme” is even more famous.

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Topics: Creative, Content, inbound, B2B Content, Content Strategy, Social Media Marketing, B2B Social Selling

Don't Automate Relationships--Everything Else is Just Raisins on the Matzah

Posted by Owen Matson, Ph.D. on March 20

Life is About Relationships--Everything Else is Just Raisins on the Matzah 

The reference to matzah is proverbial Yiddish wisdom. (What's matzah? Here's a link.) The relationship part should be familiar.  And when it comes to the latter, it's helpful to remember the limits of automation. Don't get me wrong--I'm no luddite.  I love technology--perhaps too much.  And the benefits of automated marketing tools provide much-needed relief from the dull redunancy of repititive tasks--like the posting of individual blogs to each of multiple channels.  Automated marketing helps maintain brand consistency across multiple channels; it saves time, money, and essential brain power required for more essential tasks--like wordsmithing!

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Topics: Marketing Services, Content, inbound, B2B Marketing, B2B Content, B2B Social Selling

Need Content?  How to Choose a B2B Marketing Firm that Creates Content

Posted by Owen Matson, Ph.D. on March 17

Need Content?  How to Choose a B2B Marketing Firm that Creates Content

As with any major business decision, when it comes to choosing a marketing agency, you will find endless advice.  And, as with much advice, the guidance provided tends to reflect the priorities of the one giving it.  So, in the interest of full disclosure, as Content Director at an agency that focuses on actually producing content for clients—not all agencies create content—I tend to see quality content creation as the central consideration. 

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Topics: Video, Creative, Content, Business Communication, B2B Marketing, B2B Content, Content Strategy, B2B Social Selling

Quick Tips for B2B Marketing on LinkedIn

Posted by Owen Matson, Ph.D. on March 17

Why LinkedIn?

With its publishing platform and career-centric approach to social networking, LinkedIn has become a vital space for B2B brands to connect with clients and prospects in niche markets. Consider the statistics:

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Topics: Content, B2B Marketing, B2B Content, Content Strategy, Social Media Marketing, B2B Social Selling, Social Selling, LinkedIn

How to Google Potential Leads on LinkedIn

Posted by Owen Matson, Ph.D. on March 17

Google, then LinkedIn... 

LinkedIn stalwarts will likely notice, with no little disappointment, that LinkedIn recent update has removed the very robust advanced search options from it's premium account subscription.  many depended on the search for lead generation. But there's a simple solution:

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Topics: Marketing Services, Content, B2B Marketing, B2B Content, Content Strategy, Social Media Marketing, B2B Social Selling

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