GroundFloor Media & CenterTable Blog


“It’s just lunch.”

It’s an online dating service as well as the answer to your content collection woes. Bear with me as I try to land this plane.

All content creators have been to the point with clients when you’ve felt as though you’ve hit a wall, either creatively or logistically. It happened to us working for our clients at SCL Health Medical Center, and believe it or not, it was the vastness of content possibilities and not a lack of them that jumpstarted our head scratching.

With dozens of medical practices from Aurora to Evergreen and specialities ranging from plastic surgery to cardiology to primary care — and all of them needing our assistance with digital marketing — our small team was both spoiled for choice and stretched thin when it came to content creation.

Enter the lunch brainstorm.

Working with our client to first identify practices that needed the most marketing help as well as practices that drove key business goals, we prioritized a list of practices, and began scheduling times to sit down with their staffs over lunch to discuss content opportunities.

The lunch served two strategic purposes: 1) It enticed more members of each practice to show up than might have otherwise for an advertised content brainstorm, and 2) it set a more casual tone that allowed ideas to flow more freely.

And at the end of the day, not only did we leave each lunch brainstorm with a bevy of new content ideas, we also made connections with and collected contact information for staff members at each practice. That helped us develop new content pipelines within each practice for ongoing content collection on the account moving forward.

It might seem simple, but sometimes the search for great content can stand to get far less complicated. Eat now, write later.

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