Our experts describe how to prioritize quality content, use your expertise to answer questions people ask and benefit from key content structure fundamentals. And just as importantly -- we share a few mistakes you'll want to avoid!
Google Analytics 4 (GA4) is a new and more intelligent property that allows healthcare marketers to gain a better understanding of how members and potential members interact with your organization. Here are a few key points about the latest version of the web analytics platform.
Most healthcare marketers are aware of Google's "page experience update" (also known as the Core Web Vitals update), with a gradual rollout starting in mid-June 2021. This is all part of Google prioritizing the user experience (UX), and this update makes CWVs a part of their ranking criteria along with existing search guidelines.
While Google's mobile-friendly update is likely to have a big impact – and healthcare brands will have to respond – it’s not cause for panic. In fact, taking a more measured approach may even represent opportunities for insurers, hospitals and other healthcare companies.
Incorporating YouTube into a social strategy is not only recommended for most brands… it’s necessary. In 2005, the video-sharing site launched its first video, and just eight years later, YouTube boasts over 1 billion monthly users. In honor of YouTube’s 8th birthday, here are eight creative, memorable and innovative ways that brands have used the platform to launch campaigns, spread a message and go viral.
Don’t abandon your focus on Facebook just yet! A new study from Piper Jaffray confirms that Facebook remains the most important social network among teenagers, with Twitter narrowly lagging behind in the #2 spot. Instagram clocks in as the third most popular social network, earning about half the votes of Facebook. But popularity of mobile apps like Vine, Snapchat and Kik continues to increase for the demographic.
Even though it hasn’t taken the concept all the way, TD Bank’s local focus makes it unique in the Google+ space: we don’t see another bank posting branch-customized content. Instead, many financial institutions on Google+ are posting content that mimics (or duplicates) what they’re doing on Facebook.
Google, the most visited website in the world, has successfully capitalized on the world’s most monumental athletic event—the Summer Olympics. With a majority of the world tuning in or following in some aspect, riding the insurmountable buzz is an obvious marketing strategy. However, Google didn’t solely rely on television spots flooding primetime or even social promotions. In a not-so surprising move, the dominant search engine relied on visits to its own home page-- a tactic relied on less frequently as brands shift focus towards Facebook and landing pages. Starting on the morning of the 2012 Opening Ceremony, Google introduced a new Doodle daily, each depicting a different sporting event. After nine sports, the brand switched it up. It added animation and a gaming aspect to increase engagement.
After a few rounds of invite begging, invite suspension, resumed invite begging and finally invite reception, I have joined the excited wash of Google+ adoptees. I’m building circles and linking in my Picasa photos and other assorted Googleware like a good Google-ite should. But once I got through with the initial stages of the experience –“It’s shiny! It’s new! Must. Click. Everything!” – the resounding feeling I was left with was mostly … now what? Most of my “friends” (beyond the early adopters and the thinkgeek.com set) aren’t yet on Google+ so it’s hard to get a grasp on how rich the experience will be. It’s got a nice, clean look, and feels fairly intuitive, but will it really be able to unseat the mighty Zuckerberg?
The rumor is out. Ever since Digg CEO Kevin Rose slipped the juicy gossip about Google Me, speculations and predictions about Google’s latest foray into social networking have run wild on the Web. Will this alleged social platform be an innovative standout like Gmail was? Or will it just be an amalgamation of Google’s previous social letdowns – Profiles, Buzz and Wave? So many questions… But this much is clear: if there’s a company with the resources and talent to develop a real Facebook-killer, it’s Google. And given that social has proved to be the hardest nut for Google to crack, we have a few suggestions for those genius Google developers to consider if they are, in fact, building the next “super social platform”...