Got Content?

Seth Godin, the godfather of modern marketing, recently made headlines when he said, "Content marketing is the only marketing that's left." 

 

At Forza Marketing, we were touting the benefits of content marketing long before it became the buzzword of the week.

 

We believe that content is the present and the future of marketing. From ghostwriting a bestselling book and developing lead-generating keynote speeches and webinars, to writing research reports that garner national media attention, nothing beats the power of compelling content.

 

"Content is king," is how Bill Gates said it back in 1996. Last year, 91% of B2B marketers reported that they were using content marketing, but few of them are doing it effectively.  

 

We know how. Take a look at the content marketing examples in this month's newsletter. We'd welcome the opportunity to help you in 2015.


Until next time,
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Making Impressions: Love Thy Neighbor

Well, this certainly puts a new spin on the whole "go next door and ask to borrow a cup of sugar" thing.

 

"Neighbors with Benefits," a new A&E show, draws back the curtain on swinging. The attractive, young married couples in what's billed as a typical American suburb in Ohio do what couples do - walk the dog, have BBQs ... and redefine "welcoming committee."

 

People love to hate on reality television, yet it remains nearly more popular than oxygen or water. One thing is certain - reality TV lets us see how various subcultures live, from tattoo artists to child beauty contestants, bounty hunters to Amish, er, mafiosos. There's an undeniable can't-turn-away factor, but it's hard not to wonder what some reality "stars" are thinking, PR-wise. In the case of "Neighbors," the exposure could follow them - and, worse, their kids - for years to come.

 

Despite our prurient interest, we suspect the show will remind many people why they're perfectly happy on their own sides of the property line. As they say, good fences make good neighbors. 

 


By Earl Walz

CEO, The Urology Group

 

The Urology Group

has been fortunate to work with Forza Marketing for nearly four years. In that time the agency has delivered fresh ideas on patient marketing, the most recent being the "we are YOURologists" campaign." 

 

Many of our patients are in an aging population and see multiple physicians. Keeping names, phone numbers and office locations straight isn't always easy. We wanted to make sure our patients could recall the names of their urologists, especially in urgent situations. 

 

Forza developed a wallet card that connects with patients in a personal way, stating, "we are YOURologists." One side includes physician contact information while the other provides a place to record allergies, emergency contacts and primary care contacts.

 


 

Forza's creativity was also highlighted this month with a Gold Addy Award from the American Advertising Federation. Winner in the non-traditional category, the "More Party, Less Potty" ads, which were wrapped on porta-potties at a Cincinnati festival, promoted solutions to common bladder problems.

 

We appreciate the consistent creativity that our marketing agency displays as it helps us educate the public about urologic health. 

 

Earning Our Pay
Here are a few things that have been keeping us busy:

1. Forza arranged a tour and photo opportunity with Local 12 News-affiliated Cincinnati Refined, resulting in a beautiful, 44-image photo essay and story titled "A Fresh Look at Rookwood Pottery."  

 

2. Forza's media outreach led to widespread coverage of the 2015 COLLOQUY Loyalty Census, including articles by CNBC personal finance reporter Kelli Grant and nationally syndicated columnist Christopher Elliott in USA Today. In addition to generating numerous other stories in leading U.S. trade publications serving the marketing industry, the census was featured in Strategy, Canada's leading marketing publication, and in Wise Marketer, the United Kingdom's leading loyalty-marketing magazine.

 

3. Forza's collaboration with LoyaltyOne on research about January stress brought on by holiday gift returns led to news stories in Incentive Magazine, Chain Store Age, Mediapost, Christian Retailing, eMarketer and CMSWire

 

4. The Urology Group approved Forza's 2015 series of restroom ads to promote prostate cancer screenings. The ads include a physician's gloved hand pointing up to headlines such as: "Give Prostate Cancer the Finger" and "It's 15 seconds. It's Painless. Get Over It!" Kind of says it all, guys.

 

5. We are thrilled to be helping the Center for Chemical Addictions Treatment rebrand itself in an effort to increase awareness of its drug and alcohol treatment offerings. The agency's board-approved new logo design and tagline will launch later this spring. We'll be sure to post the link to the new look! It's exciting for us to be a part of something so rewarding.

 

   
Here are some of our staff's recent blog posts you may have missed.

 

Infographic: Don't Post Boring &^*#  - An explanation on why people unfollow

 

Ringling Brothers Juggles PR & Profits - An inquiring look at the motive for removing elephant acts

 

Legally Herzog - Pondering the parallels between Bob Herzog and Elle Woods

 

Wagers on Pay: Getting Maxx from the Minimum - Commentary on the effects of raising wages

 

Swimsuits & Shooters: Sports Illustrated, Uncovered - A peek at SI's annual controversy

 

A Whole New Meaning to Jumping the Shark - A look at marketing in the moment

 

Thank Pro Football Star for Lesson on What Constitutes News - An explanation on why the player who refused to talk got all the press

 

A Healthy Dose of Marketing - Just What the Doctor Ordered - A tongue-in-cheek look at possible slogans to promote vaccinations

 

Doesn't Cry Much, and She's Delicious on Biscuits - A look at the value of names for businesses or babies

 

Sponsored Content or Content That's Sponsored - The blurred lines between content and ads