• Matter Social Second: December 2022

    Matter Social Second: December 2022

    Welcome to another edition of The Matter Social Second — keeping you current about what’s trending in social media. We’re sharing the most important and impactful social stories from December.

    Click the headline to see the full story.

    Study: Does Posting Memes on Social Help Increase Traffic to Your Website?

    It’s a meme’s world! It has become clear over the past 10-15 years that brands can generate heaps of likes and comments when they post a relevant or trending meme, sparking engagement while creating a sense of accessibility and community – but can it actually help bring traffic to their sites and drive further action? Social Media Today conducted an experiment on their own platforms to find the answer. Results indicated a clear lift in sessions from social by about 12% in a 3-month period, leading us to the conclusion that a touch of humor and relatability, along with tapping into trending memes, can actually bring more users to your website and introduce them to your marketing funnel.

    If you’re looking for fresh ways to drum up more engagement and traffic through your organic social content, consider creating memes that are relevant to your brand message and to your audiences!

    What’s Happening with Advertisers on Twitter?

    It’s certainly no secret that the scene on Twitter has been somewhat…dizzying since the Elon Musk acquisition that concluded late in October. Since then, agencies such as ours have recommended pausing all advertising on the platform until the dust settles and the uncertainty clears. A chaotic environment like the one created by this upheaval can pose risky situations for brands, making general brand safety on the platform questionable at this time. At its core, this issue is a big deal for Twitter as the platform makes most of its revenue from advertisers. Musk decided to take the issue to his followers, presenting a poll to ask if advertisers should support freedom or speech or “political correctness”, further adding to the unease felt by social marketers across the globe. Musk has made efforts to meet with ad execs and put forth a settling plan for advertising on the platform, but reports indicate he has made the comment that “we’ve done our absolute best to appease [advertisers]. And nothing has worked.”

    If you’re looking for fresh ways to drum up more engagement and traffic through your organic social content, consider creating memes that are relevant to your brand message and to your audiences!

    Instagram is Testing Adding Songs to Profiles, But Not Externally (Yet)

    We know what millennials reading this are thinking right now – is Instagram feeding into MySpace concepts? Is it 2006 up in here? Instagram is reportedly internally working on a feature that allows users to add a song to their profiles. A notable leaker Alessandro Paluzzi tweeted screenshots of the feature, stating that its currently being trialed internally.

    The concept would allow users to have a song of their choice automatically play when users visit their Instagram profile. This sparks a sense of nostalgia for MySpace users from the mid-00’s, when the biggest choice you had to make as a teen or young adult was which song would set the stage for your profile. This could pose unique opportunities for businesses to further establish a sense of community on their profile and extend their brand into song.

    Could your team use more social media best practices and support for your brand? Reach out below and our team will be in touch.

    Kacie McFadden

  • The State of News Media — Matter Hosts the PRSA Colorado Annual Media Roundtable

    The State of News Media — Matter Hosts the PRSA Colorado Annual Media Roundtable

    Earlier this month, our Denver office had the pleasure of hosting a regional media roundtable – the annual, signature networking event by the Public Relations Society of America, Colorado Chapter. Fifty participants across Colorado-based PR agencies and in-house communications departments had an opportunity to listen to a panel discussion featuring several distinguished journalists and editors to learn about the latest trends and changes happening across newsrooms.

    Mitch Jelniker, a veteran broadcast journalist, moderated the panel discussion with: 

    During the panel, the speakers shed light on coverage priorities within their respective media outlets, sharing details on how newsrooms across the nation have been evolving considering the Covid-19 pandemic and the industry undergoing digital transformation. Afterwards, the participants had an opportunity to connect with the panelists in break-out sessions, learning about the tips, tricks and best practices for successful pitches.

    Image 1: The panelists. From left to right: Cassidy Ritter, BuiltIn; Mitch Jelniker, freelance broadcast journalist; Jesus Sanchez Melean, El Comercio de Colorado; Michael de Yoanna, Colorado Community Media; Dennis Huspeni, The Denver Gazette; Jessica Thomas, Entrepreneur.com;  Stephanie Wilson, Denver Life Magazine; Erica Buehler, lifestyle & travel freelance writer
    Image 2: The PRSA Colorado Programs/Social Events Committee. From left to right: Alicia Nieva-Woodgate, Shelby Knafel, Jesse Davis, Hannah Brandt, Samantha Coulter, Taylor Schillace
    Image 3: from left to right: Agata Porter, Kate Aviv, Matter Communications

    The main themes discussed throughout the evening included:

    • Shifting audiences and demographics. Developing a deeper understanding of who the news audience is, what they need, and what’s important to them can only help the news industry. For El Comercio de Colorado, the largest Spanish-language newspaper in Colorado, the pandemic offered an opportunity to expand coverage to the areas previously not served by the newspaper. In case of lifestyle publications such as Denver Life Magazine, the target readership continues to skew younger as more luxury brands are coming to the Denver area.
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    • Digital transformation in the media industry. The transition from print to digital innovation has reshaped the news industry, and, today, organizations need to harness the power of their digital platforms to generate insights on readers’ habits. Colorado Community Media, which owns 26 newspapers across the Denver area, is constantly working on digitizing its properties, making community newspapers more vibrant and accessible. The Denver Gazette, launched in late 2020 asa digital only newspaper, is developing strategies to meet its readership on social media platforms, including Instagram.
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    • Trends as we move into 2023. The economic uncertainty will drive the need for cost saving and efficiency as the media industry is looking to remain competitive and attract target audiences. Local media outlets plan to remain razor-focused on covering the most pressing issues affecting its communities and neighborhoods, such as the economic growth of a city/state, political economics, public health and public safety, and sustainability/climate change and mental health. For national outlets such as Entrepreneur and BuiltIn, the newsrooms will be looking for compelling and inspiring stories of start-ups and business owners tied to current trends of the evolving technology business landscape.All panelists agreed that deeper, more thoughtful stories with a personal angle will continue to resonate with their audiences and compelling, original content will remain applicable to the everyday reader and their lives.

    The media and news world will continue to evolve quickly, not only reckoning with ongoing trends and disruptions within the industry, but also in its continued response to pandemic-led behavioral changes. However, even though the changes the industry has been undergoing are quite dramatic and transformational, they do drive more innovation and offer news organizations a new wave of opportunities to reach their desired audiences.

    Matter

  • 6 Steps to Writing Engaging Healthcare Content

    6 Steps to Writing Engaging Healthcare Content

    Healthcare is one of the most exciting areas to work in as a content writer or PR professional, especially in the current climate. There’s so much variety and no end of new things to learn. Matter Health executes programs across the continuum of care – from hospital operations, surgical robotics and mental health services to life sciences and consumer health technology – so we have a unique perspective on what types of content engage audiences and how to craft it.

    As a healthcare content writer who spends their days working closely with clients to write bylines, blogs, press releases, case studies and more, I’ve learned my fair share of tips and tricks. If you’ve been tasked with writing healthcare content, or are interested in doing so, you may be wondering how to get started­. Never fear: with some planning and research, you’ll be more than ready to tackle whatever writing project comes your way. Here are my six steps to writing engaging healthcare content, from start to finish!

    1. Define your Audience and Goals

    Are you targeting your content to MedTech CEOs, health system decision makers, patients or another group entirely? Asking yourself this question and knowing the answer before putting pen to paper is the best way to ensure you’ll craft meaningful content.

    You should also keep in mind how you want your audience to interact with the content. For example, is the main goal of the content to drive sales, increase brand awareness or to educate the public? While your answer might be “all of the above,” it’s a good idea to prioritize your goals to ensure the content serves its intended purpose. The audience and end-goal of your content will influence everything that follows – format, subject-matter, tone, call-to-action, ideal channel for publication and more.

    2. Mind the Gap

    Successful companies provide value and fill a need for their customers. Now that you’ve defined your audience, you need to identify the gap, challenge or need in the healthcare industry that your company is trying to solve. Identify what differentiates your company from the competition and make that a focal point of your content. To keep your content unique and fresh, keep an eye on your competitors to understand their brand messaging and see what kind of content they share. Browsing healthcare news channels or signing up for a healthcare email newsletter can also help you stay up-to-date with developments in your field and understand customers’ needs.

    3. Research, Research, Research

    Now that the target audience, goal and priority message are identified, it’s time for… more research! The topic of your piece may be something you know a lot about, or it could be a subject that’s new to you. Regardless, you should do some googling to find credible sources on the subject (not Wikipedia or Quora or someone’s personal blog). In addition to helping you form a strong understanding of the topic at hand, citing quality sources and relevant statistics gives your content credibility. As you research, make sure you save your links so that you don’t end up scrambling to find that perfect source that you forgot to save!

    4. Put Pen to Paper, or in Today’s Case, Start Typing!

    The only way to get content is to sit down and write it. Starting with an outline can be a good idea for longer or more complex pieces, but this is largely up to personal or client preference. If you’re writing for a client partner, sharing an outline first is a good way to make sure you’re on the right track before you dive headfirst into that 1200-word byline.

    Then it’s time to get to work on the first draft! Start with a title that will grab your readers’ attention and get them to click, without being misleading. Meaning, don’t title your piece, “This Healthcare App Will Change Your Life” if you’re not going to deliver on that promise. Keep your writing conversational and easy-to-read: even if you’re writing for an expert audience, no one wants to read a blog that’s unnecessarily dry or jargony! This can be especially challenging in writing for healthcare. If your subject matter is very technical, look for ways to simplify your language and break up the technical parts with lighter sections to give your readers a breather.

    5. Edit and Edit Again

    Any writer knows that the editing process is just as important as the writing itself. Read through your piece carefully to catch any mistakes. Reading out loud to yourself can help you catch errors that you may have missed or identify clumsy sentences that could use refining. As you read, a useful exercise is to stop periodically (every 1 or 2 paragraphs or so) and try to summarize the main message of the section you just read. If the message is unclear to you, it will more-than-likely be unclear to your audience as well. Try to put yourself in the mindset of your audience. What are they taking away from the piece? Are you holding their interest? Once you’ve thoroughly reviewed your own piece, have at least one or two other people review before you publish or ship to your client.

    6. Evaluate Performance and Adjust

    Once your content is out in the world, don’t just forget about it and move on to the next project. Pay attention to what kind of feedback and interaction your content gets. If you have access to them, metrics like number of clicks, average time spent on the page or message pull-through can give you valuable insight into how your content is resonating with readers. Compare with feedback and metrics from previous content to try to identify what is or isn’t working. Use these insights to plan your next piece of content, rinse and repeat!

    Make Content Marketing Your Superpower

    In recent years, more and more healthcare companies have made written content a central part of their marketing strategy and raised the standards for what customers expect from healthcare content. For those that haven’t yet incorporated content marketing, it isn’t too late to get started. Content marketing has been proven to increase ROI, lead generation, brand awareness, and more. Of course, content that is rushed, under-researched, or full of errors will provide little benefit, which is why it’s worth taking the time to work through the above steps— or a variation of them that works for you— to create engaging and polished content. Your marketing program will thank you later!

    Looking for some help turning your great ideas into must-read content. We’ve got the writers for the job. Reach out below!

    Hannah Ratner

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  • Matter Named a Top Place to Work by the Boston Globe for the Sixth Time

    Matter Named a Top Place to Work by the Boston Globe for the Sixth Time

    Integrated Agency Recognized Among 2022’s Best Employers in Massachusetts

    BOSTON, Dec. 6, 2022 – Matter Communications – a Brand Elevation Agency that integrates PR, marketing and creative services – has been named one of the Top Places to Work in Massachusetts in the 15th annual employee-based award from The Boston Globe.

    Top Places to Work recognizes the most admired workplaces in the state voted on by the people who know them best—their employees. The survey measures employee opinions about their company’s direction, execution, connection, management, work, pay and benefits, and engagement.

    “I believe in good people. Everything else will follow,” said Scott Signore, Principal and CEO of Matter. “I often share this sentiment with our employees and, unsurprisingly, it continues to serve as our agency’s true north – helping us to attract top talent and deliver stellar results for clients. Our people show up every day and work toward being better professionals, community leaders, family members and friends, and I couldn’t be prouder to continuously see their efforts rewarded with this recognition.”  

    Since Matter’s inception, it has embraced the core values of integrity, inclusion, innovation and responsibility. From encouraging honest and open communication to creating an inclusive, supportive work environment, Matter prides itself on delivering business-changing results to its clients, and personal and professional growth opportunities for its people. Employees are encouraged to volunteer regularly through the agency-wide Helping Hands volunteer program as well as participate across Matter’s nine Employee Resource Groups focused on creating processes, systems and practices that help everyone at Matter find a space where they belong and can feel connected.

    “The pandemic has changed the way we work and the employers who topped the list understand it goes far beyond the remote vs. in-office debate,” said Katie Johnston, the Globe’s Top Places to Work editor. “Workers want flexibility, of course, but they also want more support, more humanity and a greater sense of purpose.”

    The rankings in Top Places to Work are based on confidential survey information from more than 90,000 individuals at 381 Massachusetts organizations, collected by Energage (formerly WorkplaceDynamics), an independent company specializing in employee engagement and retention. The winners share a few key traits, including offering more flexibility to continue working remotely, tracking progress on efforts to support a diverse workforce and – above all – remembering to have some fun along the way.

    With nearly 300 professionals across offices in Boston and Newburyport, MA, Providence, RI, Pittsburgh, PA, Dallas, TX, Denver, CO, and Portland, OR, Matter is one of the fastest-growing PR, marketing and creative firms in the country. Matter has won 14 “Agency of the Year” accolades and has been consistently recognized as a top place to work. 

    About Matter Communications

    Matter is a Brand Elevation Agency that integrates PR, marketing and creative services into content-rich campaigns that inspire action and build value. Founded in 2003, with seven offices spanning North America, Matter works with the world’s most innovative companies across healthcare, high-technology, consumer technology, professional services and consumer markets. For more information, visit https://www.matternow.com. 

    Contact

    Matter
    Greg Amaral
    [email protected]
    www.matternow.com

    Matter

  • Rocket Fuel for Brands: MatterMKTG Ignites Marketing Engines with Integrated Campaigns

    Rocket Fuel for Brands: MatterMKTG Ignites Marketing Engines with Integrated Campaigns

    Matter’s Newly Branded Marketing Services Team Expands Its Integrated Offerings to Help Brands Break Through the Competitive Noise with a Unified Approach to Brand Strategy, Execution + Optimization

    BOSTON, Dec. 1, 2022 – Matter Communications – a Brand Elevation Agency that integrates PR, marketing and creative services – announces the launch of the MatterMKTG brand today. Inspired by increased demand from brands requiring holistic marketing strategy and execution under one roof, Matter has branded its marketing services division as MatterMKTG to better represent and communicate the agency’s full suite of integrated marketing offerings. Addressing this growing market need, the team has seen continued year over year revenue growth and a growing roster of new client partners.

    “Our agency’s growth is a testament to the value brands are finding in crafting the right marketing strategy with the optimal mix of paid and earned media,” said Scott Signore, Principal and CEO of Matter. “Matter’s teams have always been purpose-built – from brand strategists and designers to PR pros, media specialists and analysts – and MatterMKTG will better represent this group’s full-service, integrated capabilities and approach to creating breakthrough campaigns focused on driving business results. We’ve had tremendous success helping our clients win with impactful, forward-thinking growth strategies that rely on a comprehensive mix of marketing and PR disciplines.”

    Comprised of 75+ dedicated integrated experts across marketing disciplines – including brand strategy, paid media, social media, search marketing, content marketing, website design and development, and creative services – MatterMKTG helps brands engage audiences and deliver ROI with truly integrated programs that leverage all of Matter’s nearly 300 marketing and PR experts.

    MatterMKTG continues to deliver results-driven projects for both new and existing clients, noting growing demand across its key service pillars and expanded offerings including:

    • Strategy + Planning
    • Creative + Content
    • Performance Marketing + Demand Gen
    • Media + Analytics

    “Brands at critical inflection points need a marketing partner that looks across the entire marketing spectrum to craft and execute winning campaigns,” said Jeff Tahnk, GM of MatterMKTG. “Through marketing programs that span digital and traditional landscapes, MatterMKTG can help elevate your brand to deliver both long-lasting brand awareness and immediate sales. And best of all, we can do it all under one roof.”

    To learn more about how MatterMKTG harnesses innovative marketing strategies to help elevate brands beyond what they think is possible, visit the MatterMKTG page and reach out today. 

    With nearly 300 professionals across offices in Boston and Newburyport, MA, Providence, RI, Pittsburgh, PA, Dallas, TX, Denver, CO, and Portland, OR, Matter is one of the fastest-growing PR, marketing and creative firms in the country. Matter has won 14 “Agency of the Year” accolades and has been consistently recognized as a top place to work. 

    About Matter Communications

    Matter is a Brand Elevation Agency that integrates PR, marketing and creative services into content-rich campaigns that inspire action and build value. Founded in 2003, with seven offices spanning North America, Matter works with the world’s most innovative companies across healthcare, high-technology, consumer technology, professional services and consumer markets. For more information, visit https://www.matternow.com. 

    Contact

    Matter
    Greg Amaral
    [email protected]
    www.matternow.com

    Matter