It is often tempting to simply project marketing messages outward, whether it’s with web copy, a press release, or a blog. But it is also important for marketers to recognize proof points when they come along. When they do, they can have a powerful impact.
Take a company like Medical Emergency Professionals (MEP), which has recruiting top emergency medicine physicians as one of its primary business goals. MEP (disclaimer: an Epylium client) has a fairly vibrant Facebook page, which includes separate pages to list current job openings and welcome prospective hires. Its marketing programs and recruiters aim to project a company that offers a tight-knit family of high-quality, working professionals. Look through MEP’s website and blog posts, and you’ll see language to that effect.
Then last week, one of MEP’s senior physicians won the American College of Emergency Physicians’ “Maryland Physician of the Year” award. We posted a picture of her receiving the award to the Facebook page. The graphs below are what happened to engagement – Facebook’s metrics are “Talking About This” and “Viral Reach” - when we did.
Not only was the award a proof point that MEP has high-quality physicians working there, but the fantastic response on Facebook when we announced it is a great example of MEP’s tight-knit family of professionals in action.
To those engaged in content marketing, it is often tempting to segment different types of content for different purposes. The award announcement at first glance would seem to be an internal piece of company news, something to be celebrated for sure. Beyond that though, the award and the response it generated communicate MEP’s marketing message for recruitment better than any piece of copywriting could. Packaged with a Facebook advertising campaign that leads prospective new physicians to visit the page, it makes for a powerful statement.