Staying ahead of today’s trends will help you address your audience’s challenges as they occur. Your content is one of the most powerful tools for accomplishing this. Thankfully you don’t have to guess what those trends will be because experts have already shared some of the most valuable content marketing insights for healthcare manufacturers and other B2B companies.
Today we will look at the most relevant insights from experts for healthcare content marketing in 2022.
Key Takeaways:
- Content marketing is vital for addressing your audience’s pain points and building trust.
- In 2022, your audience will be looking for a more diverse content experience.
- Data is still foundational to your content marketing strategy.
Why is Content Marketing Insights Important for Healthcare?
About 50% of B2B marketing content is focused on creating brand awareness and interest. That means your content shouldn’t be a lengthy sales pitch. Instead, it should be empathetic and authentically connect with healthcare workers.
However, healthcare is changing very quickly, affecting how facilities connect to distributors and manufacturers. As their needs change, your content should also shift to continue to meet their new needs.
You can use content marketing insights to:
- Understand your audience and their needs
- Connect to healthcare facilities using the most effective channels
- Remain relevant in 2022 through innovative strategies
- Make more accurate budget forecasts for resource allocation
10 Content Marketing Insights for Healthcare Suppliers and Manufacturers
The Content Marketing Institute (CMI) provides annual reports and predictions about content marketing by consulting the leaders in the industry. Here are the ten most significant insights healthcare manufacturers can use to improve their healthcare content marketing strategy in 2022 based on the advice of over 100 content marketing experts.
1. Connect to Your Audience
Make 2022 the year you ditch your transactional mentality. Instead, exchange it for a relationship-building focus. One report showed 87% of B2B marketers today prioritize their audience’s needs over their sales message.
Your content is a way to connect in unique ways with your audience to include them in your marketing process. For example, consider using a live stream to let your customers ask questions about your company or products.
2. Use Data to Build your Content
Data should be the building blocks of your healthcare marketing guidelines. The internet is filled with valuable data on your customers and their typical behavior, such as common searches, pain points, needs, and more. Your content team should use that data to create content based on actual numbers instead of guessing what healthcare facilities want.
3. Stay on Top of Trends
B2B marketing doesn’t have to be stiff and formal – you and your audience are both humans. That’s why you shouldn’t be afraid to use current trends to help promote your business and products. Consider sharing memes, using filters, and embracing social media campaigns to mix fun trends with your professional content.
4. Keep Your Content Empathetic
Today healthcare workers face more challenges than in the past and require a higher level of empathy. Your content can be a safe space for them by showing you recognize their struggles and feel for their situation instead of only focusing on your brand and agenda.
5. Create a Multimedia Experience
Content marketing isn’t just about what you write on your website. It’s also videos, podcasts, and pictures that create a multimedia experience. CMI reported that nearly a third of consumers prefer video over other content formats.
Here are some ways you can use video as a healthcare manufacturer.
- Educate healthcare facilities about your devices and products
- Connect to your audience through unique insights about your business
- Solve customer pain points
6. Make Yourself Stand Out
As of 2022, there are 1.18 billion websites globally. Additionally, the average consumer sees between 6,000 and 10,000 ads daily. What makes your content different?
You have to work even harder in 2022 to stand out because of higher competition. You can’t just create content that is visible. Instead, you have to create memorable content that makes your audience want more.
7. Streamline Your Content Creation
Today’s technology can make your content marketing more manageable by streamlining your processes and organizing your ideas. Most businesses share new content one to four times a week. You can handle this schedule if you plan your content using automated post scheduling tools, share your content between platforms, and refresh old posts so that your content stays relevant.
8. Stay Flexible
The past two years have taught us that the world can change overnight. What you planned for at the start of the year won’t necessarily be relevant halfway through that same year. That’s why your content marketing strategy should stay flexible.
Be ready to change and grow depending on how healthcare changes throughout 2022 – especially considering the impact of COVID-19, new technology, and new healthcare challenges.
9. Budget for Quality Content
Most marketers recommend you designate 25% to 30% of your marketing budget to content marketing. That budget will allow you to create healthcare content that converts.
For example, you will want to budget for a quality content writer. Content marketing requires industry-specific knowledge of keywords, writing styles, formatting, and research to make it stand out and appear in people’s search queries. Or you can outsource your content creation to Share Moving Media, an organization that can not only help you create an omni channel approach but also create it in context.
10. Focus on Top of the Funnel Content
The ultimate goal of your content is to convert your audience. That’s why you should always have a call to action at the end of each blog post, video, or social media post to encourage your viewers to take immediate action before they lose interest.
However, not everyone is ready to take that action. Most people who read your content are top of the funnel leads. That’s why most of your content should focus on those readers instead of the smaller percentage ready to buy. Consider connecting to those other leads in other ways.
Create an Effective Content Marketing Strategy
Are you ready to create quality and valuable content for your healthcare supply business?
You shouldn’t settle with content that blends in with your competitors. Instead, take your content marketing strategy into the new age of technology and authentic customer interactions using the latest healthcare marketing insights.
Contact our team of trained healthcare content creators.
For more information on how we can:
- Create content
- Distribute content
- Keep you on an editorial calendar
Contact Scott Adams at sadams@sharemovingmedia.com