Foundation Focus: How Children’s Hospitals Leverage Content to Cultivate Donors

03/14/18 by Thomas Crocker, Copywriter

Topics: Physician Marketing, Content Marketing

Stories about children who have overcome serious illness or injury tug at the heartstrings—and they can be powerful calls to philanthropic action.

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Speaking the Culture: Marketing to Hispanic and Latino Audiences

03/07/18 by Josh Garcia, Copywriter

Topics: Audience Segmentation & Targeting, Content Marketing

Successfully marketing to Hispanic and Latino communities requires a thorough understanding of language, culture, and the intersection of the two.

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Marketing Your Mission

02/28/18 by Thomas Crocker, Copywriter

Topics: Content Marketing

Nonprofit and faith-based healthcare organizations have an inherent advantage when it comes to content marketing: missions that transcend medicine. How can they capitalize?

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Flushing Away Old Content Marketing Myths

02/21/18 by Hannah Stuart, Copywriter

Topics: Content Marketing

“Human attention spans are shrinking” is a refrain that repeatedly shows up in conference presentations, blog posts, and podcasts these days. But will this myth hold up to debunking?

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How Children’s Hospitals Can Engage Physicians to Increase Referrals & Reputation

02/14/18 by Thomas Crocker, Copywriter

Topics: Physician Marketing, Content Marketing

To create content that captures physicians’ attention and trust, children’s hospitals have to be true to themselves.   

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Advising Marketers for a Changing Landscape: A Profile of Jill Sartori

02/07/18 by Tiffany Parnell, Senior Copywriter

Topics: Team Profiles

True North Custom Regional Vice President of Business Development Jill Sartori brings a marketer’s mindset and data-driven perspective to her role of strategic partner.

Sartori, who joined the True North Custom team in fall 2017, has spent the last 15 years helping B2B and B2C brands achieve their marketing goals. Her expertise has guided strategy for healthcare leaders like Abbott, CVS Health and Baxter.  

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Establishing a Unique Voice: Content Marketing for Children’s Hospitals

01/31/18 by Hannah Stuart, Copywriter

Topics: Content Marketing

For children’s hospitals to establish themselves as a trustworthy resource in the community, they must find their unique voice.

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Case Study: Custom Content Helps Health System Boost Awareness & Reverse Outmigration

01/24/18 by Tiffany Parnell, Senior Copywriter

Topics: Healthcare Case Studies, Content Strategy

Washington Health System embraces storytelling in print and online to increase awareness of key service lines and prove return on investment (ROI).

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How to Develop a Content Strategy, Part #3: Create, Measure, Optimize, and Repeat

01/17/18 by Jason Skinner, Chief Marketing Officer

Topics: Content Strategy, Content Marketing

Once you have a clear understanding of your current channels, the people you are trying to reach, and your marketing goals, it’s time to create and distribute your content.

Developing Content

We find it is best to think in terms of long-form pieces and how they can be broken up and distributed across your other channels.

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How to Develop a Content Strategy, Part #2: Mapping It Out

01/10/18 by Jason Skinner, Chief Marketing Officer

Topics: Content Strategy, Content Marketing

Now that you have an inventory of your current marketing efforts and a sense of what is most effective, use this information to create audience personas, measurement plans, and governance processes. 

Persona Development

A persona is a representation of your ideal customers based on market research. Personas may be general at first, but they should be constantly refined over time. As you get to know your customers and add more details to your personas, over time your marketing efforts will become more targeted and efficient.

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