Each year, thousands of content marketers make their way to Content Marketing World to gain insight from a wide variety of experts. For the first time, the show moved from its original home in Cleveland to Washington, D.C. Look Left’s David Sprague and Skylar Cohen spent two days attending multiple sessions that covered many emerging—and traditional—content-related topics. To no one’s surprise, the most talked-about topic was generative AI, which has created a whirlwind of disrupt...
For those dwelling on the dirt and worm sides of rocks, the term “generative AI” probably doesn’t spark a conversation. For the rest of us, there hasn’t been a day over the last year when we didn’t talk or read about it. Almost every company is trying to figure out where they fit into the AI conversation and how to use it to their advantage.As a B2B tech marketing and PR agency, we get a ton of questions about generative AI from our clients (but not our moms—they still don’t understand what w...
For B2B tech companies, rebranding exercises are incredibly involved and require expert teamwork, creativity and decision-making. Look Left recently underwent a rebranding, and we decided to use the podcast to share some of our most important learnings.Look Left’s David Sprague, Liesse Jayalath and John Masserini offer lessons learned from the Look Left rebrand project and touch on other topics like expanding AI budgets and (ridiculous) child-to-parent litigation stories. 3:07 - David, L...
Cybersecurity expert Deb Radcliff returns to the Look Left @ Marketing podcast. Since 1996, Deb has been embedded in the hacker and law enforcement communities learning the techniques, lifestyles, and philosophies that make them unique.This conversation covers current cybersecurity topics as well as Book 2 of Deb’s exciting Breaking Backbones trilogy, which is now available. Deb still writes articles and does research, and she hosts the Cy Beat podcast from ITSPmagazine. Here are some hi...
Over the past 45 years, Wayne Rash has covered every inch of the tech space. Among his many notable posts, Wayne was executive editor at eWEEK, eWEEK.com, and Ziff Davis Events. He was a senior contributing editor and a senior analyst in the InfoWorld Test Center. Additionally, Wayne worked as a reviewer for Federal Computer Week and Information Security Magazine. He also ran the reviews and events departments at CMP's InternetWeek and was a long-time columnist for Byte Magazine. Today, ...
Welcome to the second part of our conversation about aligning content with lead generation. In the previous episode, Bryan Scanlon and Matt Raven examined the ways that different types of content appeal to prospects at different stages of the sales funnel. In this episode of the Look Left @ Marketing podcast, the sixth in our content marketing series, Bryan and Matt take a look at pillar pages and the importance of focusing on retention after a customer is on board. Here are a few of the high...
One of the primary objectives of a B2B content marketing program is to attract the attention and interest of potential customers. There are a lot of factors to be considered—after all, certain content may be more effective with prospects at different points in the sales process. In this episode of the Look Left @ Marketing podcast, the fifth in our content marketing series, Bryan Scanlon and Matt Raven provide insight and suggestions for B2B companies looking to properly produce c...
The 2022 RSA Conference returns June 6-9 in San Francisco and online. Two people who know a thing or two about the evolution of security are Jill Aitoro, SVP of content strategy for CyberRisk Alliance and editor in chief for SC Media, and Bill Brenner, VP of custom content at CyberRisk Alliance. Jill and Bill joined Look Left’s Davida Dinerman to preview the upcoming show and to dig into what they’re looking forward to:01:17 - The excitement of returning to live events03:25 - What Jill and Bi...
The RSA Conference, the world’s leading information security conference, will hold its annual cybersecurity conference June 6-9 at The Moscone Center in San Francisco. 50,000 people in the industry -- from vendors and company executives to policymakers and academics -- will converge to talk about current and future cyber and privacy concerns, ideas and solutions.In this episode of the Look Left podcast, Davida Dinerman speaks with award-winning cybersecurity and privacy journalist Mathew Schw...
HIMSS22 takes place March 14 - 18 in Orlando, Florida. As always, thousands of people in the industry -- from vendors, clinicians and health system executives to policymakers and patient advocates -- will participate in person or via the Digital Experience. In this episode of the Look Left @ Marketing podcast, Davida Dinerman chats with John Lynn, founder of HealthcareScene.com, and Colin Hung, chief marketing officer and editor of HealthcareScene.com. John and Colin have been at ...
Reimagine Health is the theme of HIMSS22, which takes place in person March 14 - 18 in Orlando, Florida. People can also participate in the Digital Experience if they can’t travel. In this episode of the Look Left podcast, Davida Dinerman gets the inside scoop on the latest developments for this year’s conference from HIMSS Meeting Services VP Karen Malone, Professional Development VP JoAnn Klinedinst, and Senior Director of Event Programs at HIMSS Media Cynthia Hornketh. For ...
Companies typically devote a great deal of time and effort to putting together PR strategies. Goals, campaign themes, messaging and media lists are classic components of a plan. But in today’s digital era, SEO data should also be part of the mix—yet, in many cases, it’s not. In this episode of the Look Left podcast, the fourth in our content marketing series, Matt Raven offers three ideas for effectively using SEO data to build a PR plan.00:54 - Why companies don’t include SEO data...
This is the third installment in our content marketing series. Our previous episodes focused on the art and science of content marketing and avoiding common B2B marketing mistakes. Look Left’s Bryan Scanlon and Matt Raven examine earned media’s role in a content marketing strategy. The media landscape is changing all the time, so a company’s earned media content marketing strategy must be flexible. And we find that the most successful companies place an emphasis on making sure that publi...
For years, satellite media tours have offered executives the opportunity to share their message through broadcast stations across the country, all from a single broadcast studio. While the pandemic initially impacted the opportunity to conduct satellite media tours, emerging video technologies have opened up many new possibilities. Russell Grant is the principal and founder of Live Shot Media, a one-stop video and live broadcast production company. Russell and his team of broadcast profe...
Content marketing is critical to raising your brand’s visibility to the right audience. However, there are a number of mistakes—from failing to conduct search optimization to publishing boring content to relying too heavily on owned content—that can offset your team’s hard work.Look Left’s Bryan Scanlon and Matt Raven have seen just about every content mistake imaginable. They recently shared the top content strategy mistakes companies make and ways to avoid them in the latest episode of the ...
Fred Bazzoli is a skilled reporter who has written for respected publications such as Modern Healthcare, MedTech Publishing and Health Data Management. Unfortunately, Health Data Management’s publisher shuttered the property in February 2020. Through a set of unexpected events, Health Data Management has been revived and will now operate as a not-for-profit publication called HDMgroup, where Fred will serve as the chief content officer and editor-in-chief. Look Left’s Davida Dinerman tal...
Since 2016, Matt Fisher has combined his two areas of expertise—healthcare and law—to host the Healthcare de Jure podcast. In the bimonthly podcast, Matt talks to various guests about emerging healthcare trends from a legal point of view. He also serves as general counsel for Carium, a telehealth platform company. Before joining Carium, Matt practiced law for more than a dozen years and advised clients across the healthcare spectrum on a wide range of legal matters.Additionally, Matt is activ...
Dr. Christy Dempsey is Chief Nursing Officer Emerita at Press Ganey, where she offered clinical guidance to help clients transform the patient experience. Her work has led to significant results, including reducing hospital waiting times by up to 70%, improving patient satisfaction by double-digit percentiles, developing and enhancing teamwork and leadership, and improving operations through scheduling, staffing, and data integration.In addition, she has been a faculty member of the Missouri ...
You produce great content, but is it getting in front of the right sets of eyes? Content marketing is a complex skill set that requires more than just a great writer—you also need SEO smarts. Bryan Scanlon and Look Left’s head of digital Matt Raven discuss what content marketing is, how to use tech to optimize content and the strategies to gain greater visibility in the first installment of their content marketing series on the Look Left @ Marketing podcast. 00:50 - Content marketin...
Founded in 1996, Dennehy Public Relations is a boutique agency, and the woman behind it is Julie Dennehy. She connects brands with consumers via creative PR, having built a diverse portfolio of clients that includes well-known brands, small businesses and events.Julie has also served as president of the Boston chapter of the Public Relations Society of America (PRSA) and currently teaches at the Boston University College of Communications. Look Left’s Davida Dinerman recently caught up with h...