Tempesta Media Awarded for Business Investment at EDCMC Silver Anniversary Gala & Investment Awards

Content-based marketing solutions company recognized for contributions at the Economic Development Corporation Michigan City’s 25th-anniversary celebration.

Michael Marchese at Tempesta Media Awarded for Business Investment at EDCMC Silver Anniversary Gala & Investment AwardsMICHIGAN CITY, INDIANA, UNITED STATES, July 25, 2022 – Tempesta Media, the performance-based content marketing solutions company, today announced its recognition by the Economic Development Corporation Michigan City (EDCMC) with a Business Investment Award at its Silver Anniversary Gala.Tempesta Media was recognized with this award for economic contributions invested in Michigan City. This investment supported EDCMC’s mission to launch and develop local businesses in the Michigan City area. “We are happy to be a small part of Michigan City’s tremendous growth and revitalization,” commented Michael Marchese, Founder and CEO.

The 2022 gala was a historic event for the EDCMC, as attendees celebrated 25 years of community and economic development service to residents and local businesses in Michigan City. Over 500 business leaders from Michigan City, Laporte County, and Northwest Indiana attended this historic celebratory event.

About Tempesta Media

Founded in 2011, Tempesta Media is a leading performance-based provider of content, social, and influencer marketing solutions that drive revenue for businesses. Our managed service combines our cutting-edge technology with our world-class expertise and industry knowledge to drive leads and revenue for B2B companies. We serve businesses across North America in financial services, manufacturing, business services, technology, and trade services.
For more information, please contact us at Sales@TempestaMedia.com.

Learn How to Thrive: Smart Ways to Leverage Your Business’s Linkedin Profile

While LinkedIn is a great place for networking, professionals need a Linked content strategy to get the best results possible.

LinkedIn quickly established itself as the top platform for business connections after its launch in 2003. Today, with its 830 million members, there is no place like LinkedIn to reach out to professionals, experts, and decision-makers. Some marketers swear by it and use it as a primary channel to generate leads. Do you wonder if putting time and effort into growing your LinkedIn presence is worth it?

Here’s the truth. Like any other social media platform, LinkedIn will yield the best results if you adopt a strategic approach. Follow these tips to develop and implement a LinkedIn content marketing strategy that makes sense for your goals and audience.

Linkedin networking

LinkedIn as a publishing platform

LinkedIn has become the go-to site for connecting with other professionals and even advertising available positions. Still, it has also grown as a publishing platform thanks to the feed feature.

With 48% of users being active at least once a month and 16% logging in daily, LinkedIn provides plenty of opportunities to connect with your audience. It’s also one of the most trusted social media channels. As a result, its users are more likely to be receptive to long-form content compared to other social media platforms.

There are different ways of publishing content on LinkedIn. For example, you can create long-form blog posts via the Publisher platform or share content as a LinkedIn status update. The short status updates may generate more engagement, but leveraging long-form LinkedIn content can help you deliver in-depth information to prospects approaching a purchase decision. Plus, you can use status updates to promote your long-form content by sharing a key fact and encouraging your audience to read more.

Your LinkedIn content marketing strategy should include several content formats. For example, your long-form articles can mirror what you discuss in your blog posts. At the same time, you can use the status updates to share links to shorter articles and news stories.

You can also use LinkedIn to share links to webinars, educational videos, podcasts, customer success stories, case studies, tutorials, and more. As long as align your content with your overall marketing goals and your audience’s expectations, don’t hesitate to experiment with new ways of sharing your message.

The importance of posting regularly

Sharing quality content that offers your audience relevant information helps you establish a strong LinkedIn presence and generate audience engagement.

However, it’s also important to publish content regularly. Being active on LinkedIn can turn you into an influential voice in the different conversations shaping your industry. Regular status updates will also increase your brand recognition and awareness.

Ideally, you should post two to three times a week. Still, you should consider posting more often if you have a particularly active audience or if your contacts are likely to have many connections and could easily miss your posts.

Tracking engagement and conversions can help you find a sweet spot for posting frequency and optimize your social media efforts. You can get started with LinkedIn’s post analytics feature to keep track of engagement, discovery, impressions, etc.

social media

Why your LinkedIn connections matter

Beyond writing valuable content, the success of your LinkedIn marketing strategy depends on the size and quality of your network. Understanding the different degrees of connection among LinkedIn users will help you tailor your approach.

First-degree connections

First-degree connections are users who have accepted your invitation to connect or sent you an invitation.

You’ll typically find co-workers or employees in this group. While these connections won’t turn into leads, they can be great advocates for your brand and help generate engagement for your content.

First-degree connections can also include existing clients, prospects you have interacted with on other channels, and other acquaintances.

Second and third-degree connections

Second-degree connections are users who have connected with one of your LinkedIn contacts. LinkedIn will display their profiles through the People You May Know feature. Still, you can also explore second-degree connections by visiting the profiles of your various connections, especially if you have some superusers with thousands of connections in your network.

You will likely come across people you’ve met before, but it’s acceptable to introduce yourself to strangers and offer to connect after mentioning the contact you have in common.

Once you’ve established a second-degree connection, you can explore the profiles of users who have added this person to find third-degree connections.

It’s best to use filters to refine your search when exploring second and third-degree connections. For instance, you can limit results to decision-makers or professionals who work in a specific industry.

followers

Followers and group members

Second- and third-degree connections are an excellent means to grow your LinkedIn audience and reach more people with your content. However, your content itself can also help you forge new connections.

Users can follow each other to keep up with status updates and other activities. If you share quality content on LinkedIn and make it easy to discover with a strong SEO strategy, your content will attract followers. Then you can turn these followers into connections by sending them an invite.

Another way to form connections on LinkedIn is to join groups. You can find a group for about anything on LinkedIn, and joining a group will provide you with additional opportunities to share your content. Adding members of the groups you join as contacts is a common practice. Plus, it can be a great way to find leads outside of your direct network.

Search engine optimization strategies for LinkedIn content

Use search engine optimization (SEO) to make your content easier to discover so you can reach a wider audience. Your LinkedIn profile can also support your overall SEO efforts. For example, you can direct organic traffic to your site or enhance your ranking in search results, especially if you share long-form LinkedIn posts about trending topics. Here are some ways to make SEO work for you:

  • Choose keywords carefully. — Just as with every channel you optimize, you’ll need to identify the most relevant keywords for your profile and content. Google’s Keyword Planner is a terrific tool for getting started.
  • Include hashtags consistently. — Adding hashtags to your status updates and long-form posts will make them easier to discover. The key is to find the right hashtags for your industry and audience, which you can do by keeping an eye on trending content for your niche.
  • Link to your website regularly. — Direct organic traffic to your site and build up your backlink network by adding a link to your site on your LinkedIn profile.
  • Update your status frequently. — Don’t forget that Google and other search engines value fresh content. So keeping your profile updated and posting regularly will support your SEO efforts.

Get more from LinkedIn

As a managed content marketing service, Tempesta Media can help you stand out on LinkedIn by delivering exceptional content and implementing a publishing strategy on your behalf.

Contact Tempesta Media to find out more, or take a look at our 100 digital marketing mistakes ebook to learn what not to do when developing your presence on LinkedIn and other platforms.

What Will Save a CMO’s Bacon in 2022?

With CMO corporate tenures again declining, we wanted to squarely recognize the most significant digital marketing challenges you’re likely to face in 2022 and ideas on how to address them.

COVID, at least the version and associated environment we all faced in 2020, is coming to an end. States are vowing to remain open. Consumers are spending more than ever before, and businesses are ready to hit the ground running in 2022.

Against this backdrop, there are two elephants in the room that CEOs and CMOs need to acknowledge and address. Those two issues are price increases and staff shortages. 

Price Increases

At Tempesta Media, we expect a bunch of different price increases. One is the cost of vendors and marketing programs. The other is accelerating costs of hiring and retaining staff. With the CPI already at 7.0%, we are bracing for double-digit increases in these areas.  

Despite your 2022 plans being locked in, your company needs to acknowledge that inflation is no longer transitory. If you don’t do this now, you’re going to be caught in an untenable situation later this summer: being forced to improve your marketing program’s performance while effectively facing budget cuts because of the harmful effects of inflation. In short, it’s a no-win situation for CMOs and ultimately impacts the viability of your overall company’s plans.

To get you ready to deal with reality, we’ve come up with four actionable steps that you can take now to insulate yourself and your company.

Automation and Outsourcing 

Automation

Your entire c-suite, including your CEO, needs to embrace automation and outsourcing now. This is not some pie-in-the-sky aspiration. This is an immediate action item. 

Automation is getting implemented across all business sectors and industries. Since technology is advancing so rapidly, areas of your business that could not produce sufficient ROI may now be viable. So, CMOS, go back and reassess your marketing team’s responsibilities.  

At Tempesta Media, we underwent this exercise across marketing and the company. As a result, we uncovered many areas that were ripe for automation. As a result, since Q3 ’21, we’ve allocated dedicated engineering staff to do nothing but implement automation. Fast-forward to January ’21, and we already see results.

Here are a couple of specific steps that CMOs take to streamline their operations:

  1. Stop manual lead tracking. There is no reason why marketing departments should manually measure, route, and track leads. Use Zapier to get your different marketing campaigns to talk to each other.
  2. Use smart forms. Intelligent forms can handle multiple inquiries from one “contact us” form. There’s no need to send prospects to all kinds of different formats. Use one and make it bright.
  3. Use a social media management solution. Digital marketing platforms, like ours, intelligently connect your social media networks. Now, you can create, schedule, and track your social media posts from one dashboard. Bonus points if your solution is integrated with your content and influencer marketing programs.
  4. Integrate all your marketing data. This is more than implementing Google Analytics. Nearly all marketing programs and tools have open APIs. Stop maintaining your marketing data in different silos. The more silos you have, the more your staff’s time is eaten up generating reports. Even consolidating one or two data silos will take a lot of burden off of your team.     

Outsourcing

Outsourcing is your next low-hanging cost-cutting fruit. Unfortunately, the 2022 digital marketing landscape is nowhere near the same as in 2002. There is simply no way that one person or even a small team can be deep experts across every part of the digital marketing ecosystem. It’s just too complex and requires significant subject matter expertise (SME).

Please stop trying to do it all in-house. Larger enterprises get this and are increasing their outsourcing of marketing SME functions. However, smaller businesses struggle to grasp this concept. So why does the barrier exist, to begin with?  

Once again, it goes back to the early 2000s, when digital marketing was much more straightforward. At that time, marketing generalists did not need to make such deep commitments to learning how to gain proficiency-level knowledge of the marketing tools and programs. Then, it would be hard to justify paying another company to do the work for you. The impression was that there wasn’t much additional value to be gained. 

Today, it’s an entirely different story. Take Google Analytics, for example. If you compare the solution suite of today to what existed even ten years ago, it’s night and day. Employees now need to spend months mastering every aspect of the program – Google Tag Manager, filters, target audience segmentation, attribution, conversion goals, etc. It’s a lot.

I’ve just covered Google Analytics. What about paid search, social media management, content marketing, email marketing, etc.? All of these have become incredibly complex, requiring actual expert knowledge.

At the same time, the cost for SMEs has jumped dramatically. As a result, it no longer makes sense to hire one or more SMEs as full-time salaried employees onto your team, especially when you only need a fraction of that person’s time to do the work required for your company.

For most SMBs over $2M in revenue and lower-middle market companies, building the capability in-house makes neither strategic nor financial sense. So instead, the solution is to outsource SME work and develop your team as a group of company experts, excellent marketing generalists, and superb project managers. Doing so will give you flexibility, cost savings, and, most importantly, better results.

Considering that outsourcing is way more cost-effective, especially combined with automation, it is a great way to handle the price increase of staff and marketing programs.

Here’s a real-life example.  

A company was considering whether or not to build a content marketing team in-house (writer, editor, content marketing manager, and designer) or outsource the function. Once they began modeling the numbers, it became a no-brainer that the operation should be outsourced and an internal generalist marketing project manager hired to manage the program. Here’s how the numbers worked out (note internal salaries are fully burdened):

The CMO initially attempted to justify the added headcount by claiming that these people would also support other initiatives outside of their content marketing program. However, concerned about the additional fixed cost overhead, the CEO brought in the CFO to provide further insight.

Once the CFO got involved, the CMO’s justification quickly melted away. The CFO found that the outsourced content marketing firm could take on a portion of those tasks for an additional $12,000 per year. Further, he found that nearly all the other extraneous marketing projects could be covered by hiring an outside contractor on retainer for $24,000 per year.

The net result:  The CEO got better output, with reduced costs and overhead. The CFO came out as the hero. The CMO…well, he “exited” the company 6 ½ months later. 

The bottom line

Anything not part of your company’s core competencies (this goes beyond the marketing function) is a candidate for automation, outsourcing, or both!

Tempesta Media Announces a $1K Digital Marketing Scholarship for Talented Third- and Fourth-Year Undergraduate Students

November 30, 2021, MICHIGAN CITY, IN: –Tempesta Media announces the launch of its scholarship program for talented third- and fourth-year undergraduate students who are majoring in journalism or marketing. The scholarship is for the field of digital marketing and is valued at $1,000, which will be given to one worthy student each year.

Scholarship overview

Tempesta Media’s scholarship program seeks upperclassmen undergraduate students (those entering their junior or senior years) who are majoring in journalism or marketing. They must be attending an accredited educational institution in the United States. Tempesta Media will provide $1,000 to a worthy students to help them pursue their interests and develop their skills towards their marketing career path.

What are the requirements and criteria?

Only one applicant will be awarded the scholarship annually. Candidates must have a minimum cumulative GPA of 3.5, and a minimum major GPA of 3.75.

In addition to these objective requirements, the Tempesta Media review board will also consider candidates’ answers to a series of essay questions. The winning candidate will best display their passion for digital marketing and knowledge in their intended field. This subjective portion of the application process will enable students to express their interest and capabilities in their own words, showing Tempesta Media why they believe they are deserving of the scholarship.

Purpose of the scholarship

Tempesta Media’s company values

Tempesta Media’s culture is inspired by its core values. The team is passionate about quality digital marketing and is guided by these drivers. The winner’s values should align with Tempesta Media’s. They want to see in the winner an aspiring professional who exemplifies integrity, initiative, drive, and a willingness for constant self-improvement. These values are also key pillars of digital marketing, and Tempesta Media is looking for a candidate who they believe has the morals, goals, and enthusiasm to learn and excel in this field.

The company’s goals for the scholarship

Tempesta Media is an industry leader and pioneer in digital marketing. They are committed to the future of digital marketing and always aim to champion the young professionals in the industry. It is Tempesta Media’s goal to push the quality of the industry, and the team believes this is found in the hearts and minds of new digital marketers. They hope these students will continue to foster quality in their field. And as part of their commitment, Tempesta Media intends to open its doors and offer an ongoing internship as part of this program.

Tempesta Media prides itself on giving back to help ensure the digital marketing community will always strive for the highest quality. They believe this program will contribute to that quality.

Important dates to remember

Tempesta Media’s scholarship will be awarded for use during the fall 2022 semester:

  • Deadline to apply: April 30, 2022
  • Winner announcement: May 16, 2022

For more information or to apply, visit this page.

About Tempesta Media

Founded in 2011, Tempesta Media is a leading performance-based provider of content, social, and influencer marketing solutions that drive revenue for businesses. Our managed service brings together cutting-edge technology with world-class expertise and industry knowledge to drive leads and revenue for B2B companies. We serve businesses across North America in financial services, manufacturing, business services, technology, and trade services. For more information, please get in touch with us at (312) 371-0555 or Sales@TempestaMedia.com.

Why Bank Content Marketing Is a Worthwhile Investment

Bank content marketing reaches customers effectively

It’s the perfect time for banks to reinvent themselves. Banking is increasingly moving to digital formats, giving financial institutions the perfect opportunity to try new ways to offer services and reach customers. Content marketing is key to raising consumer awareness of these new banking practices.

Why content marketing for banks is essential

Banks and other financial institutions need effective content marketing because it’s the ideal vehicle for them to reach their customers. While so much has been transitioning to digital spaces, banks are not catching up.

If financial institutions neglect the all-in approach to bank content marketing, it could be hazardous to their financial health and future. It’s more important than ever that banks work to build their online presence. The alternative is losing out on market share, which is not a happy direction for any financial institution.

By building their content marketing strategy, banks ensure that they’ll continue to grow and resonate with their audiences. It’s an investment in content marketing, but more than that, it’s an investment in the future and a way to build relationships in financial spheres. Business customers and consumers are already seeking and interacting with financial information online. Banks need to be able to provide key digital services:

  • For businesses, banks can help raise capital, manage cash flow, and secure financial resources.
  • For consumers, banks can help build credit and achieve financial freedom.

Bank content marketing allows banks to target their audiences while building a trusting relationship. Consumers and business clients are looking for a financial partner they can rely on.

They know they won’t be able to find the “guy next door.” Still, they need to make a connection. They need to feel safe and confident in the relationship, especially online in a digital world.

How bank content marketing reaches customers

Banks use content marketing to reach their customers and make more connections. They also work to strengthen those relationships with a wealth of data mining and constant interactions related to financial topics.

Banks can offer a variety of deliverables across channels. Here are a few of the most common types of content. Each post or email can effectively help a bank or financial institution reach its customers.

  • Blog posts.
  • Social media posts.
  • Website content.
  • Emails.
  • Infographics.

The goal is to get the content in front of the bank’s business clients and consumers. It can be real and compelling informative content. It can also be part of an educational process.

The goal here is to answer questions in an authentic way. When content feels real and honest, customers trust the bank more. Effective content overcomes objections by telling the truth and offering solutions.

It may sound counterintuitive to the financial services marketing process, but it works. Customers want to feel like they are getting straight talk rather than being sold a bill of goods.

Why banks use content marketing to promote their business

Simply put, banking content marketing is the best way for banks and other financial institutions to target the needs of their audiences. Banks can use analytics and data-gathering tools to deliver quality content that promotes their services in a relevant way.

It’s part of a quality experience for their customers. Content marketing allows banks and financial institutions to take a more strategic approach to reach more customers with the financial products and services they offer.

How banks can use content marketing to achieve results

Banks and other financial institutions can use content marketing to interact with customers and motivate them. Their goal is to achieve optimal results from their marketing efforts.

To achieve that trajectory, they can use banking content marketing specifically aimed to attract new customers, educate existing customers, and build authority. Personalizing these interactions through content marketing is a great way for banks to get the competitive edge they need.

  • Increasing personalization can increase consumer spending by 500%. Banks can create content that resonates with various demographics based on interests and age.
  • As many as 66% of consumers expect companies to understand what they need as individuals.

The goal is to reach customers no matter where they are in their stage of life or financial situation. Then, banks can deliver compelling content marketing deliverables that are right on target for each audience.

The takeaway

Banks have been missing out on what is now the most effective form of marketing. There may be lots of reasons they’ve avoided bank content marketing strategies up until now. But with so many opportunities for brands to enter the content marketing world and reach their target audience through various channels, it is hard to ignore its effectiveness.

  • Business customers, consumers, and prospects are clamoring for more personalized, information content.
  • They need help in navigating the often-confusing waters of waters around banking and financial markets.
  • They want authentic messaging that resonates with the right audiences.
  • They rely on those voices that will tell it like it is, without the hard sell.

Most experts agree that content marketing is the best solution for banks to achieve continued growth and success. But they still face the challenge of how to produce the compelling content that will deliver the results that they need.

Expert help leads to quality content marketing

Faced with these realities, banks can turn to a managed service solution that offers the scope, quality, and specialized precision of personalization. They can stop struggling to deliver content.

Why not rely on the experts?

  • They already have the knowledge you need.
  • They already offer years of experience.
  • It’s the best and easiest way to achieve the results they’re looking for.

Instead of worrying about how to create standout content that reaches customers, resonates with them, and inspires action, banks can rely on the experts. It’s the best way to deliver effective content according to research and competitive analysis.

So, banks can focus on building relationships and creating quality products and services that are meaningful to their audience. It’s a win-win now and in the future for banks to have an expert bank content marketing agency delivering top-notch results.

How to Create a Financial Services Content Marketing Strategy?

Designing a financial services content marketing strategy comes with unique issues. Here we outline a repeatable strategy for creating content that solves problems to engage and attract new customers in this niche.

Creating a financial services content marketing strategy can be a challenge for marketing teams. This is because financial services firms exist in a unique niche. Exploring what makes them different is an important part of developing a sound content process and strategy.

Financial Services Is a Unique Ecosystem

Financial services firms are distinct from other firms that employ content marketing for several reasons:

  • They are highly regulated, and content must often meet compliance guidelines and receive clearance from compliance departments.
  • They are prone to disruption, primarily because they have been regulated so heavily.
  • Their subject matter can be dry, making engagement more challenging.
  • Their work can be especially lucrative, making competition levels high.

Below is a process that marketing teams can use to create financial services content marketing strategies that perform.

Consider the Goal

This might seem obvious, but asking yourself exactly what you’re trying to accomplish is essential. When we answer this question, it serves several functions. Asking the question early helps to clarify goals and eliminate fluff. Content that does this well will stand out if our audience is mostly Generation Z and Millenials versus Boomers or Gen Xers. This is because what is important in the financial life cycles of each of these groups is different. Young people typically have more debt, less income and higher spending than their older counterparts, who often have more assets, more income and less debt. Tailor your messaging to each group, and your results will thank you.

Create Unique, Detailed Personas

To create great content is to craft content so it informs the audience while getting them to engage with it. Drawing them in can mean different things, though. It can be helpful to develop detailed marketing personas for each of the types you wish to attract. In this process, marketing teams decide who their desired customer is and what their biggest pain points are. What are they trying to accomplish? What stands in their way?

Then, the team can create content that leads each persona step by step through each stage of the customer acquisition process. Doing this in a financial services context might involve going into much more detail in this step since finances tend to color and be colored by other aspects of our lives. For example, it could be important to know for marketing purposes that Zach Zoomer, your Gen Z persona, drinks highly caffeinated drinks every day (and thus budgets for it and views this purchase as essential). Make your marketing personas as detailed as is reasonable for your campaign.

Identify Bottlenecks

Finding the bottlenecks that impede progress is the longest and most involved step when designing a financial services content marketing strategy. Process bottlenecks that appear on the surface frequently aren’t the actual bottlenecks.

Once you’ve set the goal and identified the composite personas and problems you’ll be helping them solve, many times you will identify apparent bottlenecks before arriving at the real ones. Problems that appear on the surface can be complex outcomes of other sub-processes. Compliance tends to be a recurring bottleneck in financial services, for example. Still, solutions to compliance constraints often come about by examining those processes and finding ways to work with compliance personnel to speed things up.

Create Simple Rules to Swarm Bottlenecks

Once you’ve found the bottlenecks that inhibit your process, you can begin to create simple rules that eliminate them. A marketing manager could, for example, meet with the client’s compliance director and come up with processes that speed up approval times. Batch processing, creating AI-based scanning scripts, or even training and certifying an editor to pre-approve content could all be possible solutions.

This entire process of “Goal, Bottleneck, Rules” can also be applied to each smaller issue. Helping the compliance team to identify their true goal could help to streamline their process, for example.

Get help with financial services content marketing

At Tempesta Media, financial services is one of three core industries that our managed service solution serves. We can help you build and capitalize on your content marketing strategy to connect with your target audience and grow your customer base. To find out more about how we can help you, contact us today.

Medical Content Marketing Services – What is it and why is it important?

Healthcare consumers seek answers online. Medical content marketing services provide a way for you to combine giving them solutions and solving your business goals.

Healthcare consumers are aching for answers. The pandemic amped that up:

The National Institutes of Health (NIH) has kept a steady eye on this. There is concern about misinformation online and related distrust. The NIH found people are flocking to online sources of health information. But they largely distrust non-professional online sources.

This opens the door wide for you to renew a program of medical content marketing services. This promises patients that your information is reliably what they need. It also provides a new way for you to connect with audiences in business-strategic ways.

How do content marketing and inbound strategy converge?

The giants of the Golden Age of Advertising — William Bernbach and David Ogilvy — taught industry creatives to push an idea out to audiences by first considering how they interact with content. This was the genesis of inbound marketing.

Content marketing unleashes inbound marketing strategy. The old “outbound” strategy was a hard push for a single sale. Inbound pulls audiences through the funnel using content to engage audience relationships for lasting results. Healthcare content marketing shares your practice’s online material (blogs, social media, audio, video, etc.) that is not a hard push. It’s there to stimulate interest, convince customers of your brand’s value, and guide them to respond often.

How does content marketing help your medical practice?

Medical content marketing services deliver content that answers patients’ most concerning medical questions. Giving them solutions in an easy-to-understand language is key to your success. Depending on your specialties, produce content that patients will trust about the healthcare you provide. Even the more trusted sources online (WebMD, Mayo Clinic, The CDC) fail at this individualized level people seek.

What are some medical content marketing services tips?

Tips for your medical content marketing services include:

  1. Write to your audience using your voice – professional, knowledgeable, honest, and friendly.
  2. Make the latest research easy to understand. One of your goals is to educate people and help them be more informed about their situations.
  3. Create content for their entire patient lifecycle. This will enable you to help people at any stage of their journey, which will help you get more patients.
  4. Make sure your content is shareable. Today’s consumers communicate on the internet. Make your content easily shareable on social media to broaden your reach.
  5. Use video. Nearly 95% of marketers say that video helps users understand their produce or service better.

How can you develop engaging content?

Your practice’s website needs a blog with content that best serves patients’ needs. Here are a few items to consider:

  • Track questions and common topics your patients have to inspire future content ideas.
  • Consider medical news and what is trending in your specialty to become a thought leader and trusted expert in the industry.
  • Create infographics (great actionable content) that make medical issues easy to understand. Then condense information into an ebook and link it through social media. This multi-channeled approach will help you gain visibility.
  • Don’t limit yourself. Do a guest blog. Do an interview on a podcast. Repurpose old content.
  • Become an influencer. It’s the smaller influencers (micro or niche) that are creating the best ROI.

How can you amplify your content?

You have many avenues to pursue amplification:

  • Healthcare social media marketing is a gateway for your medical content marketing services.
  • Emails are also a powerful healthcare content marketing tool. They personalize messaging throughout the patient’s lifecycle.
  • Push notifications and text messaging carry content directly to patients for maximum convenience.
  • Your online patient portal is a great way to deliver custom content and communications.

Partner with an expert

Embrace inbound strategies with your medical content marketing services program. Thanks in part to COVID-19, the healthcare industry now relies heavily on content marketing to support the needs of millions who are searching for answers every day. Use this to your advantage. Develop an integrated content marketing healthcare strategy for your business growth:

  1. Set goals.
  2. Understand your audience.
  3. Develop content.
  4. Identify channels for promotion.
  5. Implement your plan.

Start right now and download Tempesta Media’s ebook on 100 mistakes to avoid in your content marketing program. For help with planning your healthcare content strategy, contact us to get started.

How to Develop an Integrated Content Marketing Strategy That Drives Business Results

Knowing how to develop integrated content is vital. The purpose of this blog is to give you the steps to creating an integrated content marketing strategy for your company. Ultimately, it should help your company stand out from the competition, engage with customers on a deeper level, improve brand awareness, increase web traffic and convert visitors into customers.

What is an integrated content marketing strategy? 

Integrated content marketing is simply a way to use several different marketing channels to ensure that your company is successful at reaching your target market. It is how you create relationships with your customers, and it is a powerful tool to increase brand awareness and customer interest. 

A great example of implementing successful integrated marketing is the “Compare the Meerkat” campaign by Compare the Market, which has been ongoing for almost 8 years. It combines a variety of channels, such as social media, search, television, and other media, as well as genuine meerkat dolls as gifts, to maintain the market’s brand awareness constant.

Step 1: Set realistic goals for your integrated content marketing strategy

The first step in creating an integrated content marketing strategy is goal-setting. Determine the goals for your content marketing and how you will measure them.

One way to do this is to set up a content marketing funnel with a goal for each stage. A content marketing funnel is a process used to turn prospects into customers. It is designed to help businesses use content to attract their prospects, convert them, and retain them. To create a content marketing funnel, you will need to:

  • Identify your target customers and segment them. One of the most popular methods is the customer segmentation method. It categorizes customers into groups based on their characteristics, which are then used to develop marketing strategies. For example, the customer segmentation strategy could involve dividing customers into groups based on their age, income, occupation or other factors. This allows you to create the marketing strategy that would be most effective for each group of people. 
  • Find their pain points. You can discover what customers want to see changed in a number of ways: use a survey, ask your current customers directly, or start a business blog and post a survey link. 

If you decide to use a survey, make it short and simple. Ask three questions: what they want, what they need, and what they would love to have.

  • Create content that addresses those pain points. It might be an interesting blog post or an informative video. Whatever it is, remember that you should provide them with a solution they can’t find elsewhere.

Use the content you create to attract new prospects and convert them to customers, and then use customer retention strategies to keep them coming back. 

Step 2: Build your persona and construct their buyer journey

The second step in developing a great integrated content marketing strategy is to build a target persona and understand their buyer journey. This will empower you to create content that resonates with your buyer.

Awareness stage

Once you have a persona in place, you can create integrated content that addresses pain points and fears associated with the purchase. By doing so, you will fulfill their needs at the awareness stage. It’s important to attract your readers in this stage by solving their problems with educational content.

The ideal channels to distribute the content for this funnel stage are:

  • Blogging (through educational content).
  • Social media marketing.
  • Search engine marketing.

Consideration stage

At this stage of the buyer journey, you will want to show your target customer your services or products while demonstrating how well they meet the customer’s needs and the benefits they offer. It’s important to build trust between your brand and audience.

For the consideration channel, we recommend taking a closer look at these settings:

Decision stage

The decision stage is the final stage of the buyer’s journey. When you have made it this far and it is time for your target customer to decide whether to buy your product or service, you will want to let her explore all the available information and answer any final questions that may arise. 

We think these are the perfect channels for the consideration stage:

  • Knowledge base. 
  • Email marketing.
  • Remarketing.
  • Live chat.

Last but not least, you may consider the buyer journey not as a linear process, but as a wheel. This means you can target multiple stages across all of your chosen channels simultaneously. 

Step 3: Identify the ideal communication methods 

Some of the best ways to communicate with your audience are email, social media, and blogging. 

Email campaigns

Email marketing is the best way to reach out to your customers and prospects. It is highly effective, economical, easy to use, and flexible. You can target your prospects based on their location, interests, and other details. One of the greatest advantages of email marketing is that it’s cost-effective. You don’t need to invest much money in it to see results.

Social media marketing

Social media is a great way to communicate with customers, particularly to find out what their concerns are. If they are not happy with something, you can address it quickly. 

It also allows you to show customers what you are doing and reach out proactively. You can share events, new product launches, or even feedback through social media. You can post photos, videos, and other content they may be interested in. It gives you an opportunity to tell your story and let customers look into your business.

Blogging

As many as 95% of B2B product and service customers say looking at content is a great way to evaluate any business. Content creation is an excellent opportunity to answer your audience’s questions and present yourself as a thought leader.

The best way to create an integrated content marketing strategy is to develop an editorial calendar. An editorial calendar helps you plan each piece of content you will publish, on what channel and when. Using this tool, you’ll be able to stay on track, grow your audience and increase your chances of success.

Step 4: Define key promotional channels

Another crucial step in creating and developing an integrated content marketing strategy is defining what promotional channels to use. You’ll also want to define your goals for each channel and the steps you need to take to achieve them. 

Successful integrated marketing allows each individual to сhoose the time and channel to consume desired information. Here are the most common promotional channels:

  • Direct marketing: This type of marketing can deliver a customized message to your audience through online adverts, database marketing and emails. 
  • Email marketing: The benefits of email marketing include being able to reach a targeted audience in a less expensive way with a high conversion rate.
  • PR: PR is a great way to get more exposure for your brand, and as a result to reach new potential customers.
  • Digital marketing: Digital marketing helps you connect, convert and retain customers with the help of the internet and online technology such as web pages, email, apps and social media.
  • Social media: This channel lets you promote your content while engaging with your audience. By using social media to communicate, you can share your content and promote it on your own social media pages (paid options also available) as well as in related groups. 

It’s crucial to your integrated content marketing strategy that you choose the right channels. Remember: only by targeting the right digital channels will you be able to generate significant results.

Step 5: Take advantage of other valuable resources

If you want your content to be read and shared, you need to produce high-quality, valuable information within it. But you might find this time-consuming and realize it requires a skilled team of content producers. You also need the right SEO strategies to make sure your content will be discovered by potential customers. 

For an integrated content marketing strategy that performs well, you may need to enlist the help of a valuable outsourced partner. Tempesta Media’s managed service solution offers full digital marketing services as well as access to an expert writing team. These benefits will streamline your content production.

Step 6: Analyze the results and improve

Another action to take when you’re looking to create an integrated content marketing strategy is to figure out the best way to analyze your own results. This way, you can determine what you need to work on to improve. You’ll want to focus on the metrics that matter the most to your company. A potent way to measure your results is to use key performance indicators (KPIs)

You can use these metrics to measure everything from how many  sales you’ve generated in a specific time period to the number of website visitors or social media followers you’ve gained. It’s important to take into account what has worked and what has not and adjust your integrated content marketing strategy accordingly.

In summary 

A clearly defined strategy is one of the most important elements of a successful content marketing campaign. In this article, we provided a step-by-step plan to create an integrated marketing campaign that generates the best possible results. 

Tempesta Media can design and execute an integrated content marketing campaign that is customized to your business and delivers the results you want. If you need help creating and developing an integrated marketing strategy, contact us.

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Merging Human Industry Expertise With Artificial Intelligence (AI)

Tempesta Media and Craftly.AI partnership takes expert-driven content marketing to the next level.

September 15, 2021, MICHIGAN CITY, IN:Tempesta Media, a performance-based content marketing solutions leader, announces its partnership with Craftly.AI, an AI-powered copywriting assistant.

Tempesta Media will incorporate the Craftly.AI platform as part of its managed solution. The new capabilities will be made available to the company’s vetted industry experts. Craftly.AI’s AI-powered copywriting assistant will help them convert their extensive industry knowledge and subject matter expertise into magazine-quality content. The partnership will benefit writers by increasing productivity and benefit clients with enhanced customer satisfaction and better-optimized content that achieves results even faster.

Leveraging AI for better content

In a rapidly evolving digital marketing world, quality content matters. It remains one of the most effective tools for attracting new customers and converting leads into sales. The ability to continually adapt to the changing online algorithms and industry shifts gives companies an edge over the competition.

“After evaluating numerous solutions, we selected Craftly.AI because of the tangible value it will bring to our industry experts and our managed service clients,” commented Michael Marchese, Founder, and CEO of Tempesta Media. “This partnership further advances Tempesta Media’s leadership as the premier content marketing managed solution for financial services, healthcare, and business services companies.”

“I know that by combining Tempesta Media’s 27,000+ industry experts with Craftly.AI’s creative and original copywriting, we are bringing together the very best of human talent and revolutionary technology. This partnership will produce content that is far superior to either individual component. In the hands of a novice, Craftly can produce great content, but in the hands of a copywriting and industry expert the output can be amazing.” commented Iman Bashir, Founder of Craftly.AI

Click here to learn more about the combined solution.

About Tempesta Media

Founded in 2011, Tempesta Media is a leading performance-based provider of content, social, and influencer marketing solutions that drive revenue for businesses. Our managed service brings together cutting-edge technology with world-class expertise and industry knowledge to drive leads and revenue for B2B companies. We serve businesses across North America in financial services, manufacturing, business services, technology, and trade services. For more information, please get in touch with us at (312) 371-0555 or Sales@TempestaMedia.com.

About Craftly.AI

Craftly.AI is a web-based artificial intelligence copywriting assistant that generates original and high-performing content. By leveraging the largest neural network to date, the technology learns to flawlessly emulate unique communication styles while injecting the necessary formulas for success. Be it billion-dollar brands or freelance writers, Craftly.AI designs marketing tools with a data-driven approach to provide users all the options they need to generate copy for blogs, web, e-commerce, emails, or ideas in seconds.