By John Lavey | Hammock President and COO

Joe Pulizzi, founder of the Content Marketing Institute and author of the book Content Inc., recently paid a visit to Nashville. Pulizzi offered great insights for marketers, particularly those who are looking to launch content marketing efforts for their companies.

More than 100 healthcare marketers were in attendance. Here are seven points Pulizzi made that we at Hammock subscribe to wholeheartedly.

By John Lavey | Hammock President and COO

As marketers, perhaps our first and most important responsibility is helping our audiences solve problems. What I appreciate most about Nashville and the healthcare industry here is the spirit of collaboration that exists to tackle problems together across competitive divides.

By John Lavey | Hammock President and COO

When it comes to executing a successful content-based lead generation strategy aimed at healthcare professionals, the first challenge is developing the type of must-have information that can help these professionals fill knowledge gaps and carry out their responsibilities.

Since most healthcare professionals’ inbox are already filled with offers for such material, here are five tips for converting your must-have information into the start of conversations with prospective clients.

By John Lavey | Hammock President and COO

I recently met with leaders of a healthcare company who told me they had been purchasing articles for their website from a large provider of medical content. But rather than improving their search engine results, the content kept scoring lower and lower. Upon analysis, we discovered that Google was penalizing the company’s site because its content appeared on numerous other sites. In other words, they had filled their site with duplicate content.

By John Lavey | Hammock President and COO

All parts of the marketing mix have their strengths: Data informs. Advertising connects. Content—done well—activates your audience. Engaging customers can be a worthy goal for content marketing. When it comes to lead generation content, though, you want to create an action. Those actions are more likely to occur when you take a sound process and approach to content, instead of merely lobbing content out into the wide blue internet.

By John Lavey | Hammock President and COO

As the healthcare industry awaits changes to the Affordable Care Act, Medicaid and Medicare, and as uncertainty looms about multiple healthcare laws and regulations, this is the time when true leaders emerge.

By John Lavey | Hammock President and COO

Research shows that selling to healthcare providers typically involves long sales cycles and a growing number of decision-makers. For some companies, the weak link in their marketing message comes at the very beginning of the potential sales cycle, right where they need to make the strongest impression—when delivering presentation decks. That’s when you need to provide content that grabs your prospect’s attention and keeps the sale alive over a period of months.

By John Lavey | Hammock President and COO

It’s that introspective time of the year—that time when we make plans for how to do more and be better, both personally and professionally, in the New Year. With so much uncertainty facing the healthcare industry in the aftermath of the election—especially for companies with healthcare providers as customers—how can you be sure you are optimizing your content marketing and sales support approach?

By John Lavey | Hammock President and COO

I recently attended a business luncheon around the topic of disruptive technologies that are seeking to change the way we shop for or access healthcare. Whether it’s Google or Uber or many smaller firms, numerous companies without healthcare DNA are shaping the future of healthcare.

Michael Burcham, CEO of Narus Healthcare and moderator of the discussion, summed up the discussion with two pieces of advice for would-be disruptors: No. 1. Be very clear about what question you are answering, and No. 2: Make sure your solution connects to a smartphone.

By John Lavey | Hammock President and COO

I recently attended a conference in Nashville on healthcare consumerism. Some great brains—both inside and outside of the healthcare industry—came together to address one of the great challenges for our healthcare system: How do you change customer behavior?

How can we influence individuals to comply with doctor’s orders after a physician visit or discharge from the hospital? How can we encourage individuals to invest in their own health or wellness before they become sick?