June 2017 - The Writers For Hire

Content Marketing: Cultivating An Authentic Voice

Posted on June 29, 2017February 11, 2021 by The Writers For Hire, Inc.

Colorado business owner William Fuller knew that if he wanted to attract more customers to Summit County Mountain Retreats (SCMR), he’d have think beyond traditional advertising. In a place known for breathtaking scenery, year-round sunshine, and near-limitless outdoor activities, vacation rental companies like Fuller’s aren’t exactly in short supply. A sales email simply wouldn’t cut it. Neither would a print ad, TV spot, or any other typical sales tactics. And it wouldn’t be enough to post enticing photos of inviting hotel rooms, roaring fires, or breathtaking mountain vistas. Everyone did that.

If Fuller really wanted his company to stand out, he’d have to take a completely different approach. He’d need to give potential customers a legitimate reason to choose SCMR over the others. He’d need to cultivate a unique, authentic voice. He’d need to connect with potential guests and provide them with something of real value — before they even booked one of his rental properties.

So, that’s exactly what he did. Instead of focusing on what made SCMR such a great place to stay, Fuller and his marketing team developed a campaign focused on helping vacationers make the most of their time in Colorado, no matter where they stayed. He turned the SCMR website and social media accounts into resources filled with useful, information about activities and points of interest in the area, particularly things that tend to fly under non-locals’ radars. Most vacationers already know about Colorado’s immensely popular ski slopes in the winter season, but they may not know that they can go snow tubing, take a hot air balloon ride, or plan a day of laid-back luxury at one of the area’s many day spas.

Fuller says that although his new, customer-focused marketing campaign is still in its early stages, he’s confident that his new strategy will pay off in the long term.

Be helpful. Be genuine. Know your customers.

Content marketing isn’t a sales pitch. It’s not a direct advertisement of a product or service —not in the traditional sense, anyway. Essentially, instead of telling potential clients and consumers all the great products or services you might have and want to sell them, or how much money they can save, or how much better what you have is than your competitors, you are instead establishing yourself, and your product, service, or company, as an industry leader.

Michele Linn, senior editorial director at Content Marketing Institute, tells us that, when done correctly, content marketing has the potential to achieve something every business desires: brand loyalty, trust, and a genuine connection with customers.

“Content marketing is different than traditional marketing because, not only are you not interrupting, but you are creating something that is not about your brand, product, or services,” Linn says. “Instead, you are answering questions and being genuinely helpful with the intent of building a subscribed audience.”

But how do you go about being “genuinely helpful?” Start by answering a few simple questions:

What product or service are you selling?
Who buys that product or service?
What are they interested in?
Where do they (virtually) hang out?

Your answers to these four questions will help you figure out how to reach customers who are most likely to be interested in your product or service — and how to communicate with them.

Are you trying to attract Millennials? Gen X-ers? Baby Boomers? Are your customers high income or middle-class? Are they social media mavens who prefer to engage with the world through the likes of Twitter and Facebook? Would they rather watch a step-by-step product demo or read customer reviews?

Here are a few great examples of content marketing tailored to a specific customer base:

Farrow & Ball. This 70-year old paint and wallpaper company based in the United Kingdom has a blog, The Chromologist (an expert on color), which focuses on topics related to color that go beyond just paint. Their only brand promotion is in the footer.
You won’t find many direct plugs for energy drinks on the Red Bull website, but you will find a wide range of content about things like sports, music, video games, and more. Instead of trying to sell to their consumers, Red Bull is positioning itself as a source for information about topics their consumers care about.

The New York Times has taken sponsored content and “native” ads to an entirely new level. The Gray Lady’s youthful, tech-savvy makeover includes videos, sponsored (high-quality) editorial content, awesome infographics, interactive content, and extras tailored to readers who are likely accessing the paper via screen or mobile device.
The Wild About Whales website of the New South Wales (NSW) Parks and Wildlife service. The idea to promote whale watching in the off season increased visits to NSW parks by 10 percent in the first year. It started when the community came together to solve the problem of slow business in winter. The campaign targeted parents looking for school holiday activities and used content generated by visitors. Local businesses recommended places to stay, eat, and shop.

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Start small and remember the big picture

The really great thing about content marketing is that you don’t have to be a huge, multi-bazillion-dollar corporation to really shine. Sure, companies Red Bull and The New York Times are killing it in the content marketing department — but so is William Fuller, who says his company is getting positive responses to his customer-focused social media posts and helpful travel tips for visitors.

But just because it’s (relatively) easy, don’t expect content marketing to pay off overnight. Unlike traditional direct-sales strategies, content marketing pays off in long-term dividends rather than quickly generated sales leads. Fuller says he and his marketing team have kept this in mind as they build their campaign.

“People today are drawn to experiences,” Fuller says. “We hope to craft content for our blogs, social media outlets, and videos that will attract potential customers to the area . . . which we ultimately hope converts into paying guests.”

Linn is quick to point out that any content marketing campaign takes time, and there are simply no shortcuts. The key to a successful campaign is to keep at it, but keep your expectations realistic.
“On one hand, you need to be committed when you start content marketing,” she says. “Know it will take time, and go all in. On the other hand, start simply. Pick one audience, one platform, and deliver consistently over a long period of time to build your audience.”

The ABCs of RFPs

Posted on June 22, 2017February 11, 2021 by The Writers For Hire, Inc.

New to proposal writing? It helps to learn the language.

If you’re new to the world of proposals, it’s all too easy to get lost in a sea of acronyms, industry jargon, formatting rules, and submission guidelines. What’s the difference between an RFI and an RFP? How do you respond to an RFQ? What is a SOW? Is your company a WOSM or an SDVO? When do you send an LOI? And WTH (what the heck) is SAM?

This quick guide will help you decipher and make sense of some of the most common RFP lingo.

RFP vs. RFI vs. RFQ: What’s the difference?

Before we dive into what makes them different, let’s talk about what RFPs, RFIs, and RFQs have in common: They all help companies, government entities, and organizations find vendors that will provide the best services or products, for the right price. (Of course, there’s a little more to it than that. But for the purposes of this blog, we’re going to keep things basic.)

The major difference here is the length, the type of information, and level of detail you’ll need to provide in your response.

An RFQ — or request for quotation is all about the bottom line. When an organization sends out an RFQ, they know they want certain products or services delivered over a certain time period — and they’re looking for a vendor who can provide those products
or services for the best price.

Note: an RFQ is essentially the same as an IFB, or “invitation for bid” — don’t let the names throw you off. They’re asking for the same thing.

An RFI — or request for information — is like a mini-RFP. Organizations often put out RFIs as a way to gather big-picture information and answer questions that will help them refine their search, more clearly define their needs, and vet potential vendors. The RFI process is a little like speed-dating in that it offers a quick, no-commitment way for organizations and potential vendors to get a feel for each other, decide if they want the same things, and figure out if there’s potential to take things to the next level.

At this stage in the game, it’s all about the big picture. If your organization receives an RFI, you’ll probably be expected to provide the following information:

A company overview that includes things like how long you’ve been in business, any certifications, licenses, or awards you’ve received, and your areas of expertise

A company org chart, plus bios and/or resumes for your key personnel

A general budget/cost estimate

References and/or case studies from similar jobs and clients

An RFI response is typically much shorter than an RFP response — and in some cases, there may even be a maximum page count. Responses should be clear, concise, well-written, and not too wordy.

An RFP — or “request for proposal” is the largest, most detailed, and most comprehensive of the three. A typical RFP combines elements of an RFQ and an RFI, plus specific information about the scope of work (SOW) and the vendor’s ability to perform the work or provide the services outlined in the SOW. When you respond to an RFP, you should be ready to answer detailed questions about everything from your company’s hiring and staffing processes to technology and security measures to your financial standing.

In addition to answering questions, you’ll likely need to provide documentation such as:

A letter of credit from your bank

Proof of insurance coverage

Employee training materials and documentation

An implementation plan and a transition plan

Case studies and/or letters of reference from previous or current clients

Depending on the organization issuing the RFP, your response could vary in length from 50 pages to well over 100. In addition to ensuring that you’ve answered every question and responded to every item on the RFP, you’ll also need to make sure that you follow formatting instructions to the letter and leave yourself time for proofreading and fact-checking before the deadline.

Note: In many cases, the issuer of the RFP will require that vendors send a letter of interest (LOI) before responding to an RFP. An LOI is a simple, to-the-point letter that formally announces your intention to prepare and submit a proposal.

Where You Can Find RFPs ?

Public and private companies and nonprofit organizations typically send RFPs and RFIs directly to a pre-selected list of vendors. Government agencies, however, are required to publicly issue RFPs to ensure a fair and transparent bidding process (this is especially good news for smaller or younger companies who may not have the name recognition necessary for private invites).

If you’re looking for opportunities, check out your local city or state government websites. You can also use searchable databases that compile and maintain lists of open government RFPs.

Not sure where to look? Here are a few starting points:

The Request for Proposal Database. This free, searchable site lets you browse hundreds of government and nonprofit RFPs in the U.S., Canada, and Europe. You can search by the type of service needed, and by location, and you can even pick up a few tips for crafting a winning proposal.

Federal Business Opportunities. Search federal contract opportunities worth $25,000 or more. If you’re new to the site (or to the RFP process in general), be sure to check out their handy user guides.

GovernmentBids.com. Search more than 35,000 RFPs and opportunities sorted by category and state. The best part of this site? You can also sign up for free email alerts customized to your industry and location, which means you’ll never miss an opportunity.

GSA Acquisition Gateway. Although this site is primarily aimed at helping government agencies find qualified vendors and services providers, it does have some pretty great resources for vendors. And be sure to check out their related site, the GSA Vendor Support Center for even more tools and information.

Small business set-asides

If you’re a small business owner, you’re likely aware of the government’s small business set-asides, which helps ensure that small or under-utilized businesses have the opportunity to bid for — and win — government contracts. Some set-asides are open to all small businesses, and others are reserved for businesses that fit certain criteria or hold specific certifications, such as:

8(a) Business Development: This program is for companies that are at least 51 percent owned and operated by socially and economically disadvantaged people.
HUBZone Program: This program encourages economic development in historically underutilized business zones.
Women Owned Small Business (WOSB) Program: This program is for small businesses owned by women.
Service Disabled Veteran Owned (SDVO) Program: This program is for businesses owned by disabled veterans.

If your organization fits into any of these categories, you may gain a small advantage. It’s definitely worth a look.

A final note on this: If you want to see a (darkly) funny take on small business set-asides, check out the 2016 film, “War Dogs.” Based on a true story, the movie follows a pair of gun dealers who pursue government weapons contracts through small government set asides.

Ready to get started?

We could, quite literally, write a book about RFPs. Several books, probably.

The learning curve required to write a winning proposal — combined with the often-intimidating list of required materials and documentation — can be a bit intimidating even if you’ve been through the RFI or RFP process a few times.

That said, the process of crafting a solid, well-written proposal does get easier — especially if you know the lingo.

Interview: Communicating With Writing Professionals

Posted on June 13, 2017February 12, 2021 by The Writers For Hire, Inc.

While communication is a vital part of any successful work project, communicating clearly becomes especially critical when you ask others to write on your behalf.

Wintress Odom, Senior Editor of The Writers For Hire, has first-hand knowledge of what it takes to ensure successful client-writer communications.

During her latest interview on Price of Business, Wintress offers suggestions for effectively selecting the optimum writer for your needs, making editing requests, and responding to writing that doesn’t meet your expectations.

Click play below to hear the interview.

Is Content Marketing a Cure-All for the Hospital Industry?

Posted on June 8, 2017February 12, 2021 by The Writers For Hire, Inc.

What if you could implement one marketing strategy that ties together other strategies, increases patient trust, extends return on investment, and connects directly with target audiences? Effective content marketing can do all of this, and more. While it might not be a miracle pill for the hospital industry, it comes close.

It is difficult to overlook the presence of content marketing across industries and disciplines. Not only are the majority of industries engaging in it at some level, 81 percent have established strategy devoted to content development, creation, and dissemination. Despite this, hospitals have historically lagged behind other industries in their efforts. Below are four excellent reasons your hospital needs to take the plunge and implement a content marketing strategy today.

Reason 1: Content marketing shapes overall marketing strategy.

The concept of content marketing is predicated on the idea of developing valuable content tailored to engage a specific audience. According to Scott Linabarger, former senior director of multichannel content marketing for the Cleveland Clinic, “In many respects, health care is tailor-made for content marketing. Consumers are highly interested in their health and are often voracious consumers of information that will prevent or solve problems and enhance their quality of life.”

Linabarger was instrumental in the development of the Cleveland Clinic’s Health Essentials website, established in 2015 as Health Hub. Health Essentials provides a virtual information center where patients can read about topics ranging from medical conditions, to common health questions, to diet and fitness. Here, people can find recipes for arugula salad or learn how to help children cope with parental divorce. In 2014, the American Marketing Association recognized the initiative as the best of healthcare content marketing.

While content satisfies audiences’ appetite for health-related information, it is also a highly effective vehicle for organizational branding, advises Heather Woolwine, public affairs and media relations director for the Medical University of South Carolina (MUSC). “Content marketing allows you to tell your story the way you want it to be told, rather than being at the mercy of journalists to portray the information accurately, and with complete context,” Woolwine says.

The MUSC News Center provides news and information about recent developments and initiatives on campus and in clinics, tying national trends to local happenings and vice versa. It creates a narrative approach to news items like “Weak Heart No Match for Strong Love,” chronicling a patient’s in-hospital wedding while awaiting major heart surgery. Media and patients alike are drawn to the site, and articles often provide the bases for future media coverage.

Reason 2: Content marketing affects patient trust.

A collaborative study by Google and market research-firm, Compete, found 77 percent of patients use online search to find a healthcare provider. These patients are far more likely to begin their journey by seeking information on a disease or symptom than by searching for a particular facility or brand. This underscores the power of well-developed content. “Most consumers don’t need you,” says Linabarger. “And they don’t WANT to need you…Communicating useful, helpful, and relevant information that solves health problems on an everyday basis is a great way to stay connected with consumers and be top of mind when they do need you.”

While most people begin their medical web searches with conditions and symptoms, nearly half finish with a branded term such as the hospital name. With 83 percent of patients visiting hospital websites prior to making appointments, quality digital content is crucial to convert prospects to acquisitions. As Woolwine explains, “Content marketing forces you to think from the perspective of the consumer or end user. Quite frankly, you should be thinking from that perspective no matter what kind of communicating you’re doing.”

Additionally, content marketing creates a conversation that dispenses with complicated medical jargon to offer much-needed information in language more patients can understand. Studies show that terminology used in the medical field often far exceeds the literacy skill of the average patient. Packaging information in a “patient-friendly” manner that is clear, succinct, and easy to digest provides an invaluable service for patients of all literacy levels.

While any industry-specific jargon can be distracting, Woolwine says that healthcare jargon can be especially problematic. “It’s not only irritating to people and potentially anxiety-causing, it gets in the way of forming a good relationship,” she says. “We have a responsibility to establish trust, and you do that by being transparent, clear, and concise in whatever it is you’re trying to convey. It doesn’t mean you can’t be brilliant, cutting edge, or whatever superlative you want to throw in there — you can still talk to people in a simple and meaningful way.”

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Reason 3: Content marketing increases return on investment.

Linabarger believes the nuances involved in relationship acquisition, development, and retention can make traditional ROI-driven marketing problematic with regard to hospital content marketing efforts. Patients put thought and effort into finding the right medical facility, and nearly half spend more than two weeks researching prior to booking an appointment. With that in mind, content marketing initiatives can be employed in a variety of way to extend return on investment.

“It’s not, ‘we want to do content marketing, how should we measure success?’” says Linabarger. “It’s ‘Here are our objectives; will content marketing help us achieve them and how so?’ In other words, you have to figure out what you want to accomplish and how you are going to measure success. Is it patient volume or brand awareness/affinity? Content marketing can help with both, but the distribution and promotion strategies are radically different.”

Applied effectively, these strategies produce content that can be measured and repurposed in a variety of ways. “We do frequent 20/20 content analyses,” says Woolwine. “Was what we put out liked? Are people reading it? This one did less well than we thought, and this one did better. Why? We use successful stories in prepackaging efforts to reporters. This was risky in years past, but now provides reporters with an angle, sources, quotes, images, etc. Fifteen years ago that might not have happened, but it’s happening now.”

Reason 4: Content marketing connects hospitals with target audiences.

Effective content marketing requires a thorough understanding of audiences, goals, and success measures. According to Linabarger, “It’s hard to stay focused in very large organizations with many competing agendas, but if you can clearly articulate goals and strategy upfront and get senior-level buy-in, that enables you to fight off the distractions and say ‘No.’ The other key, of course, is to serve your audience well.”

Woolwine says healthcare organizations must be careful to create content with the audience in mind. “In healthcare, when you have extremely smart people with many years of experience, you can have the temptation to pursue goals that may not align with the audience’s needs, wants, and desires,” she says. “The danger in this is that you may wind up with content that everyone in the organization loves and no one outside of the organization needs, wants, or reads.” Patients are discerning consumers of information, putting time and research into their health decisions. To succeed in content marketing, hospital marketers should first examine patient needs and wants, and then strive to meet them in a clear and authentic manner.

Linabarger’s advice? Start small. “Prove the case, then build from there,” he says. ”Stay focused. Pay attention to your target audience. Stay optimistic. Make adjustments. Keep moving!”

Sources:

Scott Linabarger, is a senior healthcare marketing strategist based in Dallas. He is the former VP of Strategic Accounts at Medicom Health and served in senior marketing positions at Tenet Healthcare and Cleveland Clinic.

Heather Woolwine serves as the public affairs and media relations director for the Medical University of South Carolina. Founded in 1824, MUSC is one of the nation’s premier academic health science centers. Heather serves as a spokesperson for MUSC, and actively manages the reputation and image of the enterprise through mass and social media relations.