Lenox Powell Copywriting, LLC
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Colorado Springs, CO 80919


Posts Tagged ‘medical device marketing’

A New Year’s Gift to You: A Comprehensive Content Game Plan for 2015



First off, Happy New Year!

I hope you had a great holiday season and are now ready to kick some content marketing butt in 2015!

Second, take a deep breath because truly effective, compelling content marketing isn’t for sissies. It takes a strong, innovative leader (that, hopefully, would be you), a willingness to strategically plan, execute that plan, and measure it so you can figure out where/how you need to tweak things in order to improve.

So brace yourself – we’re about to go deep into the bowels of content marketing. (Sorry, that’s kind of a gross analogy…)

* Special note: The information you’re about to read was originally laid out in a post titled, “Start Your 2015 ‘Up-My-Game’ Plan for Content Marketing” by Jodi Harris, who is the Director of Editorial Content & Curation at Content Marketing Institute (CMI). She definitely holds true to her job title because the article is essentially a comprehensive curation of numerous posts that CMI has previously published. I think she did an excellent job on the article, however, it is a TON of information. So my post here is really giving you the important nuts and bolts of her article – not just re-post what she wrote. Should you have the time and be so inclined to do so, you can read her full article here.

Keep in mind that while industry advances, changes, and opportunities will always be shifting, the process to developing marketing content that will positively impact your company and your customers stays pretty consistent year after year. So if you can nail down this process, it’ll likely make your job less overwhelming, more efficient, and definitely more productive.

As Harris notes, the most successful marketing people seem to have one key thing in common:

They developed a content marketing strategy to guide their ongoing efforts.”

Here are some resources she provides to help you cover your basis.

Develop a Strategy


“Optimize” Your Content Marketing Plan

Make Specific Goals

  • Use The 3 ‘Cs’: Curated content, Context, Conversion
  • Determine how your content is going to help drive revenue
  • Figure out how you’re going to measure success (e.g. Google Analytics)

Obtain Data, Use it


Put the Right People and Processes in Place

Here’s the thing about content. It’s not something that you, the marketing point person, can do alone. You might be a writing wiz, but there just aren’t enough hours in the day for you to develop a marketing plan, manage it, conduct all the research, write all the necessary content, curate all the content, design it, distribute it, and measure it’s effectiveness. You might be a marketing superhero, but you need a team.

Create Compelling Content

Your customers and clients have a voracious appetite for valuable content. So in order to keep them engaged with your company and earn their trust, you must give it to them. Not doing so could sabotage your company’s sales and production efforts.

While your copywriter and internal support team can help you come up with good ideas for content, as the marketing person, the buck stops with you. It’s daunting, I know. Fortunately, there’s help!

Incorporate Visual Content and Design

Measure Your Content Marketing


Get Your Content in Front of the Right Audience at the Right Time


As a marketer, you have a challenging job. Fortunately, you don’t have to figure it all out by yourself. There are a TON of smart, savvy content marketing people out there who have great ideas, insights, and strategies to help you successfully do your job. If you’re ever feeling lost or overwhelmed, I encourage you to go to the Content Marketing Institute’s blog and search for the topic or issue that is stumping you. You’re bound to find it, along with helpful, step-by-step answers.

Good luck in your 2015 marketing efforts. And should you need help writing some of the content you’ll need to develop, give me a call!

To contact me, just go to 


Dare to Be Different



“You can’t start the change unless dare to be different.”
~ Toba Beta


Even when I’m provided with a detailed creative brief and explicit instructions from a client, I still conduct my own research so that I can develop content that will set my client and their company/product/services apart.

I’ll be honest – in the world of medical technology and services, this is not an easy process. Usually after 30 to 60 minutes of focused research, I’m cross-eyed, have a slight headache, and am ready for a nap! Why, you ask? Because I’m having to wade through incomprehensible jargon, company-focused content, and what I refer to as “me too” messaging.

“Me too” messaging is content that says the same thing as what everyone else is saying Read the rest of this entry »

The Conjuring of Effective Content


Can you believe it? Fall is here once again!

I’m still trying to figure out where the Summer went …

So now that Fall is in full swing, are you on the right track to achieving your content marketing goals before 2014 wraps up in 3 months time? Or has your progress stalled with all the inevitable interruptions of life and business?

If it’s the latter, just know that you are not alone. Creating effective, compelling, relevant, customer-centric content requires a LOT of time, effort, and work. It’s also not something that can be done alone.

Even if you are an excellent writer and strategic marketer, the sheer amount of content that needs to be produced in order to establish your company’s thought leadership and expertise, generate leads, nurture those leads, and offer value to your target audience requires a team effort.

So how do you find that content creation team? Read the rest of this entry »

MedTech Marketing That Works – Part 2

Last week I wrote about three strategies that savvy, productive medtech marketers incorporate in their marketing mix.

This post will explore three more noteworthy techniques to help you reach your customers, engage with them, and win their business.

Read the rest of this entry »

Getting Serious About Serial Content

Flickr photo by Stae73

If you’re a medical technology marketer who is serious about ensuring your medical technology company is perceived as a leading industry expert, then it’s time to get serious about serial content.

Serial content, when done correctly, can leave your prospects wanting you to “tell them more”–more about your company, products, solutions, services, etc.

Ideally, your content should address a problem faced by your prospects and customers and provide solutions to how to solve them. By delivering these problem-to-solution themes serially you:

  • Simplify the challenge of developing content with limited resources.
  • Help your Medtech company be seen as a reliable resource for specific expertise.
  • Strengthen your company’s credibility.
  • Increase search engine optimization (SEO) for keywords and phrases.
  • Establish thought leadership and develop your company’s recognition.
  • Pass along value that expands your reach and depth.1

Here’s a (slightly modified) model of author Ardath Albee’s (eMarketing Strategies for the Complex Sale) problem–to–solution content series: Read the rest of this entry »