Blog - OMCP

Is Your Organization’s Culture Ready For An Employee Advocacy Program?

Blog / 3 minutes of reading

Building an employee advocacy program for social media requires a delicate balance. On one hand, investing in employees to be brand ambassadors for your organization seems an obvious choice. Yet your communications and HR teams need to be aligned on whether the culture is in a state where employees would be proud to talk about their work for your brand. For social media marketers and internal comms pros, the challenge is shifting from “corporate broadcasting” to “authentic storytelling” while maintaining brand safety. Before you invest staffing and financial resources in […]

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ADA And Web Accessibility: Is Your Healthcare Website Ready?

Blog, Websites, Websites / 5 minutes of reading

For healthcare marketers, the shift to WCAG 2.1 isn’t just a technical update; it’s a move toward better patient equity and access. In the U.S., the Department of Health and Human Services (HHS) has mandated that healthcare organizations receiving federal funding under Section 504 of the Rehabilitation Act conform to WCAG 2.1 Level AA standards by May 2026. These accessibility standards are organized around four principles: content must be perceivable, operable, understandable and robust. I spoke with Aimee Morgan, President & CEO of Good Aim Communications, a digital agency focused

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Layout view of a desk with a clipboard and stethoscope and a doctors hands typing on a laptop in the middle.

How AI Redefined SEO Strategy and Outreach

Blog / 4 minutes of reading

Outreach has become harder, even when you are doing everything correctly. Open rates look stable. Replies feel slower. Links require more proof than before. A 2024 SparkToro survey found that editors now reject over 63% of outreach emails because they feel ‘AI-generated or low-effort,’ even when they are personalized. The irony is that most teams still haven’t learned how to use AI correctly. They automate the wrong parts of outreach, create generic messages faster, and unintentionally contribute to the very fatigue they’re trying to avoid. The real issue is not

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Woman's hand holding a neon SEO and working on her laptop with the other hand.

How Using ERP-Integrated Ecommerce Can Boost Your Marketing Efforts  

Blog / 5 minutes of reading

Running an online store today isn’t just about having a snazzy-looking website with all the bells and whistles and some desirable products to sell. With all the tools available online, it seems like everyone is able to do that. No, the true challenge is making sure the back end of your business — things like inventory, shipping, and accounting — works hand in hand with the front end of your business, which is where your marketing and customer experience lives. If you want every one of your marketing dollars to

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Illustration of a computer website that is conducting an ecommerce sale

Mapping the Customer Journey Into Content Strategy: Turning Brand Positioning Into Social Paths

Blog / 6 minutes of reading

Content cannot be just about filling a social media feed or a blog. Transforming your brand positioning into content that guides your target audience to the destination you want them to be is the essence of successful marketing. And it’s something that brands are consistently failing to do, with just 29% of marketers saying their content strategies are “very effective.” Brand positioning and content strategy are not independent. Still, they must be used in conjunction to create a map of the customer journey that enables you to build scalable social

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Conversion Optimization: An Overview

Blog / 4 minutes of reading

Digital marketers face two key challenges: driving traffic to their organization’s website and converting site visitors into paying customers, subscribers, or leads. One proven methodology that allows digital marketers to achieve the second goal is conversion optimization. What Is Conversion Optimization and Why Does It Matter Conversion optimization, or Conversion Rate Optimization (CRO), is the process of increasing the percentage of users who perform a desired action on your website. Digital marketing professionals enhance conversion optimization through well-tested strategies like persuasion principles, usability tests, landing page optimization, and A/B testing.

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CRO on scrabble tiles in the middle of a white desk. A keyboard in one corner and a phone in the other.

SEO in the Age of AI: What Marketers Need to Know in 2025

Blog / 4 minutes of reading

The Shift in Digital Marketing SEO in the Age of AI has transformed the way businesses compete for attention online. Not long ago, ranking higher was about stuffing keywords and building backlinks. Now, search engines are powered by machine learning models that analyze intent, context, and user behavior with incredible accuracy. I remember when optimizing for search meant tweaking title tags and meta descriptions daily. Today, I spend more time analyzing how algorithms interpret meaning than obsessing over keyword counts. Why AI Changed the Rules Artificial intelligence isn’t just scanning

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All blue tones. An AI figure reviewing content with a search bar above with SEO in it. Signifying that the AI is reviewing content for ranking.

SGE is Here – What Zero-Click Search Means for PPC and SEO Marketers

Blog / 6 minutes of reading

The Google Search Generative Experience (SGE), or AI overviews as most people know them, has transformed the SEO landscape forever. It’s allowed searchers to gain answers to their queries without ever clicking on a link. It’s already having an enormous impact, with a Pew Research Center study finding that when an AI summary was present, just 8% of people clicked on a traditional search link. In short, marketers are panicking because AI search is draining traffic at an unprecedented rate. So, what does this mean for businesses, and how can

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Looking To Show Up For More Searches? Here’s How Combining Paid Search Ads And SEO Can Amplify Your Reach

Blog / 5 minutes of reading

When trying to increase the visibility of your website online, there are typically two options that most marketing teams focus on – paid search and SEO. Most organizations view these two digital marketing efforts as an either/or choice, and company budgets and priorities often reflect this reasoning. Often, this leads businesses to allocate the majority of their time and resources in one direction or the other. While they may see some initial success taking this approach, they often don’t realize the benefits they’re missing out on by not creating a

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Gain The Advantage Through Competitive Intelligence

Blog / 4 minutes of reading

Executing digital marketing strategies in a complex and competitive environment requires a thorough understanding of both strategy and execution within a specific marketplace. Understanding how similar brands and organizations operate within a business domain, otherwise known as competitive intelligence, facilitates assessing digital readiness and fostering business outcomes. What Is Competitive Intelligence Competitive intelligence is a cycle of collecting and analyzing data on your competitors, and delivering insights gleaned from that data to stakeholders around the business. Competitive intelligence can be broken down into four specific categories: Analysts can compare their

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