Molly Buccini
In this Content Questionnaire, we’re featuring Melanie Graham, the Digital Content and Social Media Producer for the Dana-Farber Cancer Institute. Check it out to learn which content type this word lover would be.
Q: What’s your idea of a perfect piece of web content?

Something clever, concise and helpful to the reader.

Q: What is your current content focus?

Finding and filling gaps in information for cancer patients, their families and caregivers.

Q: What is your biggest marketing fear?

That our content comes off sounding like a brochure for a hospital, instead of a useful resource.

Q: What do you dislike most about your website’s appearance?

I wish our blog and social media presence were more prominently featured. So much of our content and communication goes out through these channels.

Q: What buzzwords are you guilty of using most?

“Listicle,” “accessible” and “UGC” (user-generated content)

“Know your followers and the content that does best on each channel.”

Q: What brands do you have a marketing crush on?

LEGO, Oreo, Cleveland Clinic

Q: Which results make you happiest?

When readers or patients write to us to thank us for a story because it answered their questions, helped them through a difficult decision, or gave them hope.

Q: What marketing skill would you most like to have?

I wish I had more general marketing knowledge; I have a background in journalism and I’ve always been focused on words and stories.

Q: What do you consider your greatest content marketing achievement (to date)?

We did some research and found a huge interest in cancer tattoos as a way to cope with a diagnosis or a loved one’s diagnosis. We created an online photo gallery where our followers could submit their photos and share their story – it was a huge success.

If Melanie were a type of content, she would be a Vine. Q: If you were a type of web content, what do you think it would be?

A Vine video; Short, clever and creative.

Q: If you could do it all over again, what vertical would you work in and why?

Music Industry – I’m a musician and it’s always been a passion of mine.

Q: What personal trait are you always trying to improve?

I’m always trying to find more time to learn and expand my knowledge base about the industry (content marketing and healthcare).

Q: Do you think your office environment reflects your brand?

Not yet, but I’m hoping that will improve.

“I’m always trying to find more time to learn and expand my knowledge base about the industry (content marketing and healthcare).”

Q: What is your brand’s most valuable asset?

Our faculty and staff who work with our patients — what they do every day is inspiring.

Q: What is your favorite part of the workday?

Brainstorming session. I love sharing ideas and collaborating on projects.

Q: What is the quality you like best in other brands?


Q: What’s the quality you like least in other brands?

Inaccessibility. Look, there I am using that buzzword again.

Q: How can other brands/marketers get on your good side?

Show me something new and out-of-the box.
Learn why this marketer's pet peeve is deceptive email subject lines.

Q: What is your marketing pet peeve?

Deceiving headlines/email subject lines.

Q: What’s one social media trend that you wish would die out?

The mass communication, “I’ll push it out on every channel at the same time” trend. Know your followers and the content that does best on each channel.

Q: What’s your current inspiration?

Our patients.

Q: What is your marketing motto?

Patient first, brand second.