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Most everyone has gotten the lyric “I got my mind on my money, my money on my mind” stuck in their head at one point. That’s not just because it’s catchy, but also because it holds a great deal of truth. While everyone might not be a financial expert, most everyone wants to be one. And that represents an incredible opportunity for brand publishers in the finance industry.
The third most popular activity that people do online—right behind checking email and using a search engine—is looking for answers to health questions, according to a Pew Internet survey. But are healthcare companies meeting us halfway in our frantic searches of symptoms and remedies? Unfortunately, many of them are not.
Setting the rules and guidelines that govern the way your brand acts on social is one of content marketing’s trickiest—and most crucial—challenges. It’s a high-wire balancing act: Put too many checkpoints in place and nothing creative ever gets approved; operate without a plan and you wind up facing a PR disaster. Just ask US Airways.
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