All kinds of things can provide the “content” in content marketing, but one of the most effective is a blog. You can use a blog to put a more personal face on your brand, but its primary purpose is to drive traffic.

But where are you driving traffic to? Is your current website the best place for your blog, or should you host it elsewhere? As always, with marketing strategy, the answer is “it depends on what you’re trying to do.”

The secret of successful content marketing is metrics, metrics, metrics! We've already talked about using key performance indicators (KPIs) to use metrics more strategically.

Not only do you need to count the right things for the right reasons, though - you also need to be getting the results to the right people.

We're proud to launch yet another great project for our longstanding client, Princeton HealthCare System. With the May 22, 2012 grand opening of their new hospital, University Medical Center of Princeton at Plainsboro, PHCS wanted a re-fresh of their website to match the brand new, state-of-the-art, high-tech facility - entirely focused on the community they serve.

Along with an updated look and feel, patients, families and all those employed by PHCS can now more easily navigate to the information they seek due to an overhauled sitemap. Moreover, the various clinical programs and services now enjoy additional areas on the site to highlight their activities and engage with those they serve, among other enhancements to meet user need.

Best wishes, PHCS, for a smooth opening and thanks to all who helped us create a site that is truly a window into the outstanding care provided at one of the most comprehensive healthcare systems in New Jersey.