The Coffey Blog

Click-worthy content: The basics and beyond

Posted on: Wednesday, April 6, 2016

Some marketing practices stand the test of time—others don't. Our reading recommendations this week offer best practices for presenting and crafting content, plus a trend to watch.

Format your online healthcare content for scanning

How Chunking Helps Content Processing (Nielsen Norman Group)

While this isn't new advice, the tips presented in this post are a great reminder about best practices for helping people easily read your hospital's website content.

Don't scare readers in to clicking

The Case Against Negative and Fear-Based Headlines (Unbounce)

No doubt you've seen negative click-bait headlines that attempt to entice you with promises of telling you what you're doing wrong and how to fix it. At Coffey, this is an approach we've decided not to take with the healthcare content we create for our clients. Instead, we focus on bringing VALUE. So we loved this post from the folks at Unbounce and, in particular, this take-away: "Fear-based content isn't delightful or empowering." 

Do emojis have a place in your social presence? ¯\_(ツ)_/¯

The Emojis Used Most by Brands in Marketing Messages (MarketingProfs)

Emojis aren't just for texting. Increasingly, brands are using them to get people to notice and engage with their marketing messages. While we're not necessarily advising that hospitals add party popper emoji to their e-newsletter headlines, this is a trend that's worth watching.