Bubba Atkinson’s Post

Marketers are great at coming up with fluff. Give a particular type of content a name, or categorise a particular strategy as X, and suddenly the terms are everywhere. Are these helpful? As humans we love putting things in neat little boxes. But reality is usually a lot messier. And the problem with these endless categories is that they limit the scope of what's possible outside of them. Everything is either in or outside the box. What about no box at all?

At the start of the year, we looked into which days of the year are the most content-worthy. Just because it's national doughnut day doesn't mean you need to create content around it. Honestly. But it is probably worth knowing which days are the most content worthy and which ones the press likes to talk about. If you want to find out more read the full research in the comments. (Thanks, Evie for the write up too!)

Things that no longer matter or add value to your startup: • Product Hunt Product of the Day Getting featured is just a popularity contest. You’re expected to rally your circle to upvote your product, and if your network is big enough (or you pay a high-karma PH user), you’ll make it onto the list. • Announcements on Morningstar.com or Yahoo Business These are just republished press releases from BusinessWire, where you pay for distribution. What to focus on instead: • Engage in industry-specific events and communities. • Build real relationships with journalists. • Invest in genuine content marketing that adds value to your audience.

There is so much '2025 predictions' content on this and that topic. But have you actually seen any fresh ideas we aren't familiar with in these prediction lists and discussions? #MarketingTrends2025

The number 1 mistake founders make with their content: (Hint: It’s not formatting) You often see founder posts about: Their achievements Recent company news Launching a new product They use language like “We did this..” or “I did that..” The problem with this is it’s all about them. They want to be the hero of the story. Why doesn’t this work? Well, imagine this… You’re on a first date. And your date ONLY wants to speak about themselves. It would put you off right? That’s what it feels like when you write solely about yourself. But.. If they asked you interesting questions And made you feel like the centre of the world. I bet you’d be more interested. You need to make the reader the hero of the story. You can still talk about recent achievements. But you need to turn it back on your audience. How does it relate to them and what can they learn from it. Position yourself as the guide. Show them the clear path of where they want to get to.

💠 💠 💠 As a healthcare tech marketer, if you haven’t refined and maxed out your distribution? You probably shouldn’t be investing in new content. That’s because sub-optimal distribution is like a blockage in your funnel. if you’re on the wrong platforms, going to the wrong events, and misusing social, you have no idea what is and isn’t working in your content creation. So why throw good time, money, and opportunity after bad? If you need to get bigger results from your content presence, and you haven’t asked hospital & health system leaders where they’re spending their time (platforms, events, how they use email and the web)…then tested, and refined that process—maybe it’s time to take a step back and start recycling smart…

As someone with "Content" in their job title this is absolutely savage - but oh so funny. 😅 Let's be clear. I welcome our robot overlords. Please help me quickly summarize a 90-minute interview where I only have a recording. Please suggest powerful email headlines. Please give me an outline for a nurture email campaign. Note how *all* of these things would still require my involvement. Do these things for me, so I can spend more time writing, creating, and visualizing the powerful, thought-provoking POVs that drive real conversation and engagement. Bring on the #AI for what it's always been - AUGMENTING intelligence. Kudos to Dan Holt and his team for this!

===>As a healthcare tech marketer, if you haven’t refined and maxed out your distribution? You probably shouldn’t be investing in new content. That’s because sub-optimal distribution is like a blockage in your funnel. if you’re on the wrong platforms, going to the wrong events, and misusing social, you have no idea what is and isn’t working in your content creation. So why throw good time, money, and opportunity after bad? If you need to get bigger results from your content presence, and you haven’t asked hospital & health system leaders where they’re spending their time (platforms, events, how they use email and the web)…then tested, and refined that process—maybe it’s time to take a step back and start recycling smart…

You’re posting, publishing, pushing content out… but do you really know what’s working? Measuring performance isn’t just about numbers—it’s about knowing where to double down and where to pivot. 📈 It’s survival in today’s data-driven world. The question is, are you guessing or growing? #imm #mediamonitoring #mediamonitoring #internetmonitoring

How do you build user habit? Offer something that’s worth making a habit of. Successful subscription businesses are rooted in repeat behavior, but even the best digital journalism isn’t always optimized to encourage habit. You read an article, then you move on. This is a problem I'm tackling at The Chronicle, and this month we had a big success launching a new product specifically designed to build habit and move people down our funnel – all while providing a tool that’s actually useful. 🙌 I’ll skip to the win: Within three days of sending our first email alert we got more than 1,100 sign ups, a 58 percent open rate and a massive 17 percent click-thru rate. The challenge it solved: The Chronicle’s two trackers that monitor anti-DEI legislation and its impacts on colleges are hugely popular because they offer valuable info across all 50 states. But the bounce rate is high: People visit once then never return. Our solution: This month – after months of researching user behavior and strategizing the best solution – we launched a new tool: an opt-in alert that pings you when a tracker is updated. 🚀 This is a signal that people want tools that make it easier to consume information they care about. It also shows the power of cross-functional teams, and how bringing together expertise from editorial, marketing, content revenue, data, and technology can create a product with impact. In the traditionally siloed news industry, my role is to bring together folks and center audience needs. Turns out that can lead to pretty great results.