Share Moving Media

How to Create Shareable Content

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Social media marketing is all about creating shareable content – those viral posts are veritable gold in the hills for social media marketers, and it’s not always easy to find that gold. The goal of using your social media to connect with your audience is to leverage the power of each platform to get your followers to engage with your posts. When your followers are sharing the content you create, knowledge of your brand will organically, naturally grow its online presence. It’s a big job, but it’s critical to succeeding in a digital world.

Finding the right ingredients for content that is inherently shareable can be elusive and challenging for organizations who are trying to engage with their audience through strategically engineered content. Strategy is the key word here – when you are intentionally creating content with the audience in mind, this becomes much easier to do well.

Here are three key ideas to keep in mind when you are creating shareable content.

It needs to be relevant

With all of the background noise in the world right now, there’s never been a better time to strive for relevancy. Our attention is constantly getting pulled in a dozen different directions, so when we find something that is relevant to our experience or circumstances, it resonates much more. This is especially in regard to creating shareable content. When your audience sees something that is relevant to them, they are much more likely to share it with their own colleagues and peers, effectively getting more eyers on it.

Shareable content has to be relevant. It has to have some sort of deeper meaning or be timely to the person who is engaging with the content. Without relevance, why will it matter to your audience? If you aren’t sure what’s relevant to your audience, do a poll to see what kind of content they would be interested in seeing. Approach your content and social media strategy as sharing news related to your organization and your industry with your audience.

It needs to get an emotional response

The quest for meaning and value is a huge component of the human experience – part of what makes viral content so powerful is the emotional response it elicits from the people engaging with it. If you want your content to have any resonance with your audience, it’s important to craft it with what your audience cares about.

Stories are the most powerful tool for eliciting an emotional response. When you tell stories that speak to the emotional triggers of your audience, you can better create content that will drive results for your organization. Whether you are using a personal story, a customer testimonial, or even a case study, leveraging a narrative into your content will help to connect to your audience on an emotional level.

It needs to be valuable

The need for valuable content cannot be overstated – if it’s not creating value for the end-user, why would they bother to spend time consuming the content? If you’re looking to create shareable content, anything that’s overly promotional or an advertisement will likely not be shared by your audience. Instead, lean more towards educational content like blogs, infographics, and white papers that are designed to provide relevant information to your audience.

Consider the “80-20 Rule”: 80% of the content that you post on social media should be educational and value-based, while 20% should directly promote and advertise your organization. The reality is that you’ll never connect to your audience by only sharing ads. If you limit the amount of promotional content that your audience sees, they may be more willing to act when they do see one.

Creating shareable content can be a powerful way to increase customer engagement and brand awareness. Share Moving Media has over 30 years of experience adapting business’ marketing campaigns to succeed in the healthcare supply chain industry. If your business could benefit from the creation of online content such as blogs, podcasts, webinars, marketing material, and more to set your business apart in the medical supply industry, contact Scott Adams at sadams@sharemovingmedia.com to set up a time to meet.

How to Build Brand Trust

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Marketing has a major role to play in the rate of growth of companies within the healthcare industry.  Companies that create successful marketing campaigns have the potential to gain more brand exposure and increase their recognition from influential supply chain executives.

Brand trust within the supply chain industry is a large part of what makes a company stand out and excel at marketing. Brand trust is defined as the confidence and loyalty that customers have in a brand. Customers that have high brand trust believe that a company will deliver on promises conveyed in their marketing efforts. Content creation and marketing campaigns can be a great way to start introducing brand information and positive rhetoric about your company that increases consumer trust in your brand.

Read on for four tips to increase brand trust:

  1. Consistent Content Creation

Content that informs and persuades audiences is very influential in the healthcare industry, as it helps foster continuing brand trust. Highlighting a company’s products and services through content creation, blogs, podcasts, webinars, and other marketing efforts allows potential customers to gain positive exposure to a company. Consistent exposure to a brand’s marketing content also helps solidify a company as a knowledgeable leader in the medical supply chain industry.

  1. Speak to Industry Needs

A successful brand has a knowledge of industry trends, challenges, and solutions. Using their expertise, through marketing a brand can convey to customers that they are the most knowledgeable source to navigate industry challenges. Informative marketing content allows supply chain execs to be more aware of potential solutions to any challenges they may face within the industry that your brand can solve.

  1. Accessibility

Marketing content should be accessible to gain consumer’s trust — meaning that a brand should maintain regular interaction with customers through marketing efforts. This can be achieved through being available to customers, answering any questions, and frequently engaging in interactions with customers over social media, email, etc., according to Entrepreneur.

  1. Transparency

Brands that are honest and transparent with consumers have the potential to gain an industry-wide trust and following. Brands should be open and honest about their strengths, challenges, and outcomes to gain the trust of industry execs. Brands that are honest are oftentimes more likely to have a consistent consumer following than their competitors that omit important information in marketing.

Garnering widespread brand trust can improve marketing outcomes and potentially increase the rate of growth for brands in the medical supply chain industry. If your brand could benefit from assistance with the creation of a marketing campaign that fosters long-term brand trust within the industry, contact John Pritchard at jpritchard@sharemovingmedia.com. Schedule a time to meet today to learn about the steps your brand can take to successfully market and build brand trust within the supply chain industry.

Crisis Management for Brands

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When leading a brand’s marketing strategy, it is important to recognize that many external and internal factors can arise and cause challenges for day-to-day business operations and marketing efforts. These so called “crises” in the supply chain industry can include financial changes, recession, the COVID-19 pandemic, and more, and all have the potential to impact marketing tactics and strategies.

Businesses should have a crisis management plan in place specifically for marketing and PR, so that leaders are able to quickly and successfully navigate any challenges that may arise for businesses.

Read on for examples of PR crises that other brands experienced and how your brand can learn from them to be adequately prepared for potential PR crises.

  1. Johnson & Johnson

Johnson & Johnson had a swift PR turnaround in relation to a crisis with Tylenol in the 1980’s, when seven people died from Tylenol capsules laced with cyanide. The product was recalled nationwide, and the crisis led to the adoption of tamperproof packaging for all over-the-counter medicine going forward.

The company reacted to the crisis quickly, recalling 31 million bottles of Tylenol, and also working with the media and law enforcement, ensuring the safety of the public foremost. With this example, Johnson & Johnson showed that their brand is authentic and trustworthy, as the decision to recall the product further built trust and the brand’s reputation.

  1. Reese’s

For a more social media oriented example of handling a PR crisis, in 2015, Reese’s released candies for the holiday season that were advertised as Christmas tree shaped, but customers reacted saying the shape did not in fact look like Christmas trees.

Reese’s responded by starting a social media campaign called #AllTreesAreBeautiful, which turned the negative crisis situation into another marketing opportunity.

Brand’s past PR crises, and the way that brands respond, can be lessons to current brands. Quick and transparent crisis management reassures customers that a brand is empathetic, takes responsibility, and acts quickly to maintain brand image.

The medical distribution industry has faced many business and PR challenges in recent times, including the pandemic, supply chain disruptions, and more. If your company could use assistance planning a marketing strategy that can plan for and navigate potential crises, Share Moving Media has extensive experience working with health systems and medical sales reps to create marketing content that can assist brands in times of crisis. Contact Scott Adams at sadams@sharemovingmedia.com to set up a time to meet to learn more.

Top Influencers in Healthcare

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The healthcare industry has many facets, from health systems, to hospitals, outpatient centers, the medical supply chain, and more. Influencers can help customers navigate the industry, understand the products they are buying, and make purchasing decisions by experiencing someone using the product firsthand participating in medicine.

So, what is an influencer exactly, and who are the top names in social media influencing the healthcare industry?

An influencer is someone that has the power to impact a consumer’s purchasing decisions and they follow a distinct niche. According to Forbes, influencer marketing is certain individuals conveying marketing messages on behalf of corporations and brands.

Brands request the help of influencers to convey marketing messages and positive brand narratives, while the audience receives tailored, original, and individualized content about a brand.

Below are examples of some of the top influencers in healthcare:

  1. Jennifer Arnold, M.D. (@JenArnoldMD on X, formerly Twitter)

Dr. Jennifer Arnold is a mother, neonatologist, educator, cancer survivor, and medical news contributor for Katie Couric Media (KCM). She tweets about her experience as a mother, physician, and media contributor.

  1. Grace Vinton (@Grace Vinton on LinkedIn)

Grace Vinton is a Healthcare PR Professional, a patient advocate, and a podcast host in the Boston area. She aims to modernize the healthcare industry through giving innovators the platforms to share information about choice care, data, technology, science and research within healthcare.

  1. Matthew Holt (@Matthew Holt on LinkedIn)

Matthew Holt is the founder of The Health Care Blog (THCB) and throughout his career has spent 30 years in healthcare and healthcare IT as a forecaster and strategist. He has conducted ground-breaking studies on many aspects of healthcare and delivered keynote addresses all over the world.

  1. Sanjay Gupta, M.D. (@drsanjaygupta on Instagram)

Dr. Sanjay Gupta is a neurosurgeon, medical correspondent, and author. As a trusted voice for both patients and healthcare professionals, he posts health information, stories, and trends in the healthcare industry.

The world of marketing within the medical distribution industry is increasingly impacted by knowledgeable and impactful influencers. Trusted leaders in the industry can boost brand’s trustworthiness, gain a larger customer base, and encourage customers to further research a brand and potentially make purchasing decisions.

If your brand could benefit from content created by knowledgeable experts within the industry, Share Moving Media can help. SMM has extensive experience navigating marketing efforts in the supply chain industry, and can assist your brand in creating social media posts, podcasts, written content, and more that influences consumers and promotes your brand’s goals. For more information, contact John Pritchard at jpritchard@sharemovingmedia.com.

Storytelling and Branding: A Look at the StoryBrand Process

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If you’ve seen or heard an advertisement that stood out, elicited strong emotion, and resonated with you, it is likely that the brand that created the ad was using the storytelling framework.

There is a proven framework to use when creating marketing content that tells a story. According to a Business to Business (B2B) video on “Building a StoryBrand,” by Donald Miller, storytelling allows advertisers to cut through the noise, get customers’ attention, and grow a business. The framework to follow when using the storytelling method includes creating a marketing campaign where a character has a problem, they meet a guide, the guide gives the character a plan, and then the guide calls them to action, the plan helps them avoid failure, and the story ends in success.

Psychologically, humans share a need for survival, safety, relationships, and self-actualization, and the storytelling method closely follows those themes. StoryBrand breaks down how to properly execute each aspect of brand storytelling:

A character

For a business, the “main character” in a marketing context is the customer.  A brand should focus on the customer foremost. To compel customers, clearly articulate what customers should want within the context of your business.

Has a problem

The “problem” within a marketing campaign’s story should be personified. For example, frustration as a problem within an ad’s story is not as effective as presenting an outdated, time-consuming process that makes a customer feel frustrated. The problem presented should be relatable and singular.

Meets a guide

This step in the storytelling process is where the company comes in. The character/customer in this step meets a guide (aka the company). To position a company as a guide in a marketing context, it is important to recognize that consumers are looking for two characteristics in a business: empathy and authority.

Customer receives a plan

There are two forms of a plan within a storytelling marketing format, The Process Plan, or what steps a customer can follow to do business with the company. This includes steps such as scheduling an appointment, creating a customized plan, or executing and reviewing KPIs. The second type of plan is The Agreement Plan, which is a service level agreement that tells customers what they can count on if they make a purchasing decision.

Call to action

Customers need to be called to action; businesses must send an obvious message to customers to persuade them to act. This can be done through direct calls to action, such as “call today” or “buy now,” or transitional calls to action, which are informational, such as the ability to view blogs, webinars, videos, so the customer has more potential to be called to action in the future.

Leveraging storytelling in your brand’s marketing campaigns has the potential to increase customer engagement and brand awareness. Share Moving Media has over 30 years of experience adapting business’ marketing campaigns to succeed in the healthcare supply chain industry. If your business could benefit from the creation of online content such as blogs, podcasts, webinars, marketing material, and more to set your business apart in the medical supply industry, contact Scott Adams at sadams@sharemovingmedia.com to set up a time to meet.