Share Moving Media

Search Results for: brand awareness

Social Media Isn’t Enough: Why You Need Content to Feed Your Media Mix

By

Social media is an effective way to connect with and engage your online audience. However, when it comes to an impactful content marketing strategy, social media isn’t enough. 

Today’s consumers spend nearly 3 hours a day on social media. It’s a great way to reach a highly targeted audience with custom messages, and users can share information easily for an even broader reach. But social media posts are just one aspect of a successful content marketing strategy. To reach more people in the healthcare supply chain, medical sales, and hospital purchasing, you should create an omnichannel media mix that will attract attention, drive traffic to your site, and generate revenue.

Keep reading to learn about content marketing and why social media isn’t enough to feed your media mix.

Quick Takeaways

  • Content marketing is the creation and distribution of information that provides tailored solutions and answers to users’ unique needs.
  • Social media should be one element of an omnichannel content marketing strategy.
  • There are five main reasons why social media isn’t enough for a successful content marketing strategy, from limited visibility to hindered conversions.

What Exactly Is Content Marketing?

Content marketing is the creation and distribution of useful information that answers users’ specific questions and addresses their unique needs. Forms of content marketing include:

  • Email campaigns
  • Blog articles
  • Social media posts
  • Videos
  • Newsletters
  • Print materials (like direct mail and brochures)

Today’s consumers are more discerning than ever before. With the help of the internet, they’re able to conduct their own research and find the brands and products they feel will best meet their needs. For this reason, content marketing is extremely important. Content that resonates with readers delivers numerous benefits. It helps to:

  • Raise brand awareness
  • Set you apart from the competition
  • Deliver valuable resources to your readers
  • Establish your business as a thought leader
  • Provide expert information
  • Drive traffic to your site
  • Solidify brand loyalty and repeat business

Content marketing is an impactful way to establish and foster relationships on a deeper level. People will think of your business for their solutions and will be more likely to recommend you to their network of contacts. This helps build a successful media mix that drives business, increases sales, and continues to grow your company. 

The following video explains the ins and outs of content marketing and the best approach for optimal results:

5 Reasons Why Social Media Isn’t Enough

Although social media is an effective channel to incorporate into your content marketing plan, it cannot singlehandedly sustain your efforts. Here are five reasons why social media isn’t enough.

1. It Doesn’t Reach Your Entire Audience

It’s true that 82% of the U.S. population actively uses social media. However, by using social posts as your sole means of content distribution, you could exclude a significant portion of your prospective customers. Social media use differs between demographic groups. If you’re targeting people between 18 to 29 or 65 and older, you’re not reaching them through this medium. That’s why it’s important to include social media as an omnichannel approach. 

Social media use varies by demographic.

Image Source

For maximum results, it’s best to reach people where they’re spending their time. This means sending email campaigns, publishing blog articles, and posting on social platforms to ensure a wider reach. The more channels you use, the more people you’ll connect with and deliver content that resonates. 

2. It Limits Visibility

Social media platforms use algorithms that affect who sees your posts in their timelines. Organic posts that don’t boost through paid ads offer no guarantee that your audience will see them. As a result, tracking reach and overall impact of this aspect of your content marketing campaign can be difficult. Email campaigns and display ads not only increase visibility but also provide trackable data that can help improve the effectiveness of your efforts. While social media can limit your visibility, including it as part of a media mix is a good way to engage your audience while increasing brand awareness. 

3. You Don’t Own Your Content

Any time you share content on social media, the platform obtains ownership of the material and can redistribute it for its benefit. If your entire content marketing plan revolves around social media, then you don’t own any of your material. Expert blog posts are an effective way to create original content your company owns. You control who sees it and how it’s used. You also reap the financial benefits. 

Losing ownership of social media content isn’t detrimental as long as you have other material in your content marketing arsenal (like blog articles and whitepapers) that belongs to you and is under your control.

4. Online Experiences Begin with Search Engines

Studies show that 93% of all online experiences begin with a search engine. When healthcare suppliers or group purchasing networks are looking for products and services, they don’t immediately head to social media platforms. They enter their question into a search engine, which directs them to websites that provide answers and solutions. If you’re only focusing on social media posts as your content distribution method, you’re unlikely to appear on search engine result listings. That means you’re losing business to companies who appear on the listings. 

Image Source

To stand apart from the competition, you need to create a well-rounded content marketing campaign that includes multiple sources for content. This enables search engines to identify you as a helpful resource for their users and rank your company among their recommendations.

5. Doesn’t Drive Traffic Straight to Your Website

To get people to make a purchase, you need to drive traffic directly to your website. While social media posts can help build brand awareness and increase audience engagement, they don’t necessarily help conversions. To reach your site, social media users must click on one more link, adding another step to becoming a customer. While social media posts can be a tool to help guide people to your website, they don’t directly boost conversion rates. 

Develop an Effective Content Marketing Strategy 

Share Moving Media is a media and content company that provides communication and educational resources to healthcare businesses. Whether in group contracting or hospital distribution, our experts can help you create a content marketing strategy that gains market share and positions you as a leader in the healthcare industry. 

Contact us today to learn how we can help you create an effective content marketing strategy!

LinkedIn Vs. Facebook for Healthcare: Where Should the Budget Go?

By

Social media can turn into a black hole without goals and a strategy to guide your effort. 

You know your medical supply or manufacturing company needs a social media presence. Figuring out where to budget your money, time, and energy is another story. 

For medical supply manufacturers and distributors, weighing the benefits of LinkedIn vs. Facebook for healthcare is a critical part of any successful strategy – but the answer isn’t so obvious even for strict B2Bs.

They’re each so different. Instead, consider your company’s unique audience segments, products, and goals while considering the factors of each platform here.

LinkedIn Vs. Facebook for Reaching Your Healthcare Audience

As of January 2021, 2.8 billion people use Facebook at least monthly. You might not catch decision-makers or end-users in their work zone, but you can still hook their interest with non-promotional content.

Just consider how many healthcare professionals use Facebook on and off the clock. What type of content would they like? Infographics, news stories, relaxation tips perhaps? Consider Facebook’s more casual nature to form an emotional connection.

Of course, if your audience includes any consumer segments, Facebook is also a must-have. Share relevant tips and graphics. 

LinkedIn, meanwhile, only boasts 740 million users with most living outside the United States so really consider the global professional audience potential here: doctors, nurses, hospitals, distributors, manufacturers, logistics, researchers, assistants, and much more.

By LinkedIn’s own account, four of every five users influence decisions at their company. Not only that, but LinkedIn users across the board have twice the buying power of your average internet audience. 

As a healthcare manufacturer or distributor, these facts also make LinkedIn an excellent platform for connecting with influencers to spread your message with relevant content.

LinkedIn Vs. Facebook for Maximizing Healthcare Ad Potential

Both LinkedIn and Facebook offer some of the best targeted ad capabilities of any social media platform. 

LinkedIn excels because it’s already pretty targeted as a professional network. When you want to run ads, you have all the user-friendly tools you need: sponsored content, direct message ads, dynamic ads, and text ads. 

Use LinkedIn’s Campaign Manager to choose your objective, build your ad content and type, and narrow your audience based on over 20 attributes. As a professional platform, LinkedIn’s attributes focus more on firmographics.

Facebook, however, offers roughly the same type of ad capabilities but with more consumer-centric attributes – like pages followed, hobbies, demographics, and interests. 

Don’t let it fool you though: You can also tweak your Facebook audiences for firmographics as well.

Both platforms also offer useful retargeting capabilities. Facebook Pixel lets you analyze lead or customer behavior around the web. LinkedIn, meanwhile, offers Insights for similar potential at a higher cost – along with URL-specific retargeting for those niche landing pages.

LinkedIn Vs. Facebook for Healthcare Specific-Tools

See, here’s where LinkedIn takes over Facebook for healthcare distributors and manufacturers. According to LinkedIn, the platform boasts:

  • 8.6 million practitioners
  • 12 million CXOs
  • 6.2 million physicians, surgeons, dentists, and nurses
  • 3.3 million hospital executives
  • 4.3 million pharmaceutical professionals
  • 600 thousand institutional investors 
  • Healthcare influencers with over 2.4 million combined followers

That’s why LinkedIn specifically created its Healthcare Hub: an all-in-one marketing portal for companies just like yours. 

With the Healthcare Hub for marketers, you can capitalize on key health dates and observances, better understand your unique metrics and ROI, improve your overall customer experience, and develop relevant ad campaigns. 

Facebook offers healthcare groups, pages, and targeting but nothing like this.

LinkedIn Vs. Facebook for Different Types of Communication

Really consider how you want your brand voice to sound across each platform. Spending some time to forge your communication style on each app can go miles towards building genuine connections.

For example, LinkedIn is the perfect place to get employees involved as ambassadors or advocates. On LinkedIn, people who follow your employees are much more likely to be interested in your latest content compared to Facebook.

On Facebook, stick with groups, comment sections, and pages for interacting as your brand with a more casual tone.

LinkedIn Vs. Facebook for Healthcare Account-Based Marketing

LinkedIn is definitely the top-choice for account-based marketing – especially with the Healthcare Hub giving you a playbook full of tools for launching your campaigns with the right metrics and vibe.

But it gets better because LinkedIn also offers a full suite of ABM targeting tools for uploading account lists and leveraging LinkedIn’s first-party account data – the secret sauce for bringing your campaigns to life.

Plus, LinkedIn’s attributes for building targeted campaigns specifically list firmographic details like company size, member schools and interests, skills, job level, job seniority, company name, and more. 

Don’t count Facebook out just yet though. Although the tech giant doesn’t have the same first-party account data as LinkedIn, it does offer basic firmographic targeting for company name, job role, industry, and a few others to nail down a strategy. 

Just consider how you’d use Facebook’s ABM targeting. Read the room: Facebook is more casual so consider networking events, webinars, and other laid-back content.

LinkedIn Vs. Facebook for Healthcare Brand Building

We don’t want to discount Facebook for healthcare branding because the platform does offer extensive tools like brand awareness campaigns, image carousels, video, and even shopping (even if it’s mostly for window shopping).

However, LinkedIn’s Healthcare Hub offers a wide range of tips specifically targeted to the unique branding needs of healthcare manufacturers and distributors. Plus, you can download LinkedIn’s health and wellness observance calendar to run engaging branded campaigns for dates that best relate to your company and audience segments.

Understand the Tools of LinkedIn Vs. Facebook for Healthcare Before Setting Goals

See, it’s not as clear-cut as using LinkedIn for healthcare professionals and Facebook for patients. It takes a little more nuance figuring out who you want to reach and what kind of content they’d like best at each touchpoint. Well, and practicing each platform’s countless tools and features but that’s another story. 

Find out why so many manufacturers and distributors rely on Share Moving Media to propel their visibility online and off by contacting us today!

How to Build a Healthcare Content Marketing Strategy

By

Your healthcare content marketing strategy is the plan for how to create and execute stellar marketing content. Without a plan, your content will have no aim or focus, hurting your results. However, establishing a firm goal and processes to achieve that goal can ensure you are getting the most return from your efforts and investment.

Explore how to build a content marketing strategy in healthcare that will generate leads, increase website traffic, and lead to more sales.

Key Takeaways:

  • A content marketing strategy keeps your content on track to reach your marketing goals
  • A successful content marketing strategy starts with specific and measurable goals
  • Create a content calendar to keep your message consistent across your channels
  • Continually refresh and optimize your content based on new data and reports

Why Every Healthcare Organization Needs a Content Marketing Strategy

Even though 81% of marketers say content is a key strategy, not all marketers invest in a content marketing strategy. Your strategy is your plan of action. Without a specific aim and roadmap that directs your efforts, you aren’t using a content marketing strategy–you’re just creating content.

Here are three reasons why having a strategy backing your content decisions is essential to your success.

Establishes Yourself as a Leader

Thought leadership content is content that establishes you as an authority in your industry. It addresses the latest topics and offers new and insightful ideas. Over half of primary decision-makers in companies read thought leadership each week.

Publishing regular content that builds trust, establishes yourself as an authority, and appears in front of your target audience requires a strategy that outlines how to create quality content and where to publish your content.

Increases Your Brand Awareness

Just posting content online won’t increase your brand awareness. Over 90% of online content doesn’t see any traffic. If you want your audience to see your content and respond to your message, you must first establish a strategy for creating relevant content and distributing it through the proper channels.

Aligns Your Marketing Channels

Healthcare marketing strategies usually involve several platforms, including:

  • Blogs
  • Email
  • Social media
  • Third-party websites

An aligned content marketing strategy means your message remains consistent across those channels, and you aren’t contradicting yourself or confusing your audience. Establishing a healthcare content strategy keeps all your marketing channels on the same page and working towards the same goals.

5 Steps to Building a Healthcare Content Marketing Strategy

Follow these five steps to build a healthcare content marketing strategy that reaches more of your target audience and generates quality leads.

Step 1: Build a Strong Foundation

Your foundational goals will guide all your content decisions. They should align with your marketing goals but with benchmarks and objectives specific to content marketing. For example, if your marketing goal is to generate more leads, your content marketing goal might be to generate 1,000 quality leads through a social media webinar.

When creating goals, make them specific, measurable, actionable, realistic, and timebound. These criteria ensure you have a clear benchmark that shows you are successful.

Smart goals are specific, measurable, actionable, realistic, and timebound

Image from Doug Thorpe

Step 2: Understand Your Market

Once you establish your goals, you can begin researching your market and understanding your audience. This stage gives you more information on how you can achieve those goals.

First-party data will be your most valuable source of information on your audience and market. This data is the behaviors of your current customers, website traffic reports, and responses to surveys you sent out.

When you understand your market, you know which marketing channels reach your healthcare buyers, their primary pain points, who the primary decision-makers are within those healthcare facilities, and what your competition is doing to reach this market.

Step 3: Create a Content Calendar

Your content calendar is a visual representation of your content strategy. Saying you want to post once a week isn’t enough for an effective strategy. You must plan weeks or months in advance. List the content you want to share, the channels you will use to distribute it, and how often you post.

As you brainstorm topics to fill your content calendar, use first-party data to identify common questions customers ask, issues that arise, and popular online searches in your healthcare niche. These are all sources of potential content topics where you can address relevant topics your customers are searching for and want to learn about.

A content calendar also unifies your omnichannel marketing strategies for healthcare because you can coordinate your posts and message for a consistent voice.

Here’s a general rule for how often to post content on each channel:

  • Instagram: 3-7 times a week
  • Facebook: 1-2 times a day
  • Twitter: 1-5 times a day
  • LinkedIn: 1-5 times a day
  • Blog: 2-4 times a week

Step 4: Create and Optimize Your Content

You’re ready to start creating content now that you have your posts planned. However, content creation requires additional research as you optimize each piece for search engine rankings through keywords and links or social media through hashtags and mentions.

If your content calendar is overwhelming for your in-house content team, consider outsourcing your content creation. Roughly 81% of marketers outsource content writing, among several other parts of content creation.

Types of content creation services outsourced by marketing professionals worldwide in 2020

Image from Statista

Step 5: Track and Update

Your content strategy doesn’t end once you publish your content. You must also perform tracking and report your results. Analyzing your content’s performance alerts you to any problems that might arise and highlights content that performs well.

Understanding how well your content performed is essential for measuring your success, optimizing your content, and addressing any problems in your strategy.

For example, you can use your reports to go back and update past content. Refreshing your content keeps it relevant and allows you to optimize it to the most updated customer behavior. For instance, if your readers respond better to specific wording, you can update old call-to-actions to use that new wording.

Reach More Goals with Your Content Marketing Strategy

Healthcare content marketing is constantly changing as healthcare facilities and workers’ demands and needs shift. Stay updated on today’s healthcare trends and marketing methods using our training and publications that offer insights and advice from industry experts.

Contact us to learn more about our healthcare marketing resources.

5 Benefits of Content Marketing for Supply Chain Leaders

By

COVID-19 transformed B2B marketing and sales processes. Over the next few years, the healthcare supply chain will shift away from traditional seller-focused strategies and focus on the buyer’s needs and benefits. Content marketing for supply chain leaders will take center stage in this change as more buyers go directly to suppliers instead of working through sales representatives.

Is your healthcare distribution business ready for this shift?

Learn how you can succeed in this new age of marketing and sales through an innovative healthcare content marketing strategy for supply chain leaders.

Key Takeaways:

  • Content marketing provides essential information for buyers performing the research phase of their journey.
  • Many buyers are interacting directly with suppliers instead of working through sales representatives.
  • Your content improves buyer interactions by controlling your online reputation and providing solutions that build trust with your customers.

What Is Content Marketing for Supply Chain Leaders?

Content marketing for supply chain leaders is creating and distributing online content like blog posts, videos, social media posts, and images. These online assets spread brand awareness and build trust with potential buyers.

While some content might turn into a conversion, most of your content aims to provide valuable information as healthcare facilities and workers find solutions and research their options. Your return from content marketing will be greater customer loyalty, more quality leads, and increased trust in your company.

You will also indirectly increase your sales through content marketing. Only 17% of the B2B sales process includes meeting with suppliers. The rest of that journey often occurs through independent research. You can be part of their journey from an earlier point by offering online content that moves them towards your products and solutions.

Chart Description automatically generated

5 Ways Content Marketing Helps the Healthcare Supply Chain

Here are five reasons why content marketing works for healthcare supply leaders and how marketing helps with supply chain issues.

1. Connects You Directly with Buyers

Gartner reports that by 2025 80% of B2B sales between buyers and suppliers will be through digital channels. Additionally, 44% of millennial buyers would rather connect directly to the suppliers instead of working through a sales representative. This is 2.2x more than previous generations.

Text Description automatically generated with medium confidence

With more buyers coming directly to suppliers and distributors, your content and online image matter more. When you invest in content marketing, you offer your customers an alternative approach to learning about your products. This approach will increase your sales because of your broader market reach instead of your marketing team relying only on buyers who still use a traditional sales representative approach to find and purchase new products.

2. Controls Your Online Reputation

Over 89% of B2B buyers will conduct online research before purchasing. What shows up online will influence how buyers view your business. If you don’t create online content to inform buyers about your products, they may get their information from online reviews and less credible sources.

Content marketing helps you control your online reputation by managing what information will appear at the top of your buyers’ searches. Here are several ways you can perform online reputation management through content marketing:

  • Use SEO to rank your content above other information
  • Control what healthcare decision-makers learn about your business and products
  • Use social media accounts to interact with customer feedback
  • Engage personally with buyers on different channels
  • Encourage positive online feedback

Online reputation management doesn’t include deleting or hiding negative reviews. Keeping negative reviews and addressing them for others to see shows buyers that you strive to resolve issues. It also increases your trustworthiness as a business that only has positive reviews might come across as fake.

3. Creates Solutions for Your Buyers

Your business might sell products, but your content marketing sells solutions. Creating audience-centric content is more effective than sales pitches. Today, 87% of B2B marketers focus on informing their audience rather than promoting a company message or agenda.

The healthcare supply chain has many challenges that hospitals and care facilities are concerned about. You can use your content marketing to address those challenges and solve pain points.

For example, supply chain shortages are weighing heavily on many healthcare facilities as they look to diversify their distributors or stockpile supplies to avoid running out. Your content can offer solutions to their supply chain issues and reassurances about how you combat supply chain challenges to avoid delays in delivering their needed products.

4. Increases Your Return on Investment

Content marketing can increase your ROI by decreasing your marketing spending while improving your results. For example, Marketers say content marketing is 3X more cost-efficient for lead generation than PPC, and those with an active blogging strategy are 13X more likely to increase their ROI.

Content marketing is a strategy that continues to work even after you initially invest in content creation. You don’t have to continue to pay like with PPC ads or compensate sales representatives. Instead, your content sells itself and your business if you create it using SEO strategies that help it rank well.

Content marketing works best alongside your other marketing efforts to broaden your reach and fill in marketing gaps different strategies might miss.

5. Builds Trust with Your Buyers

About 88% of marketers said their online content created brand awareness and built credibility with buyers. Those were the top content marketing results that B2B brands saw from their efforts. 

Consider using these methods for building trust with your buyers through your online content:

  • Create thought leadership in the healthcare industry
  • Write at a higher level and avoid fluff
  • Share and support your business values
  • Personalize the customer experience
  • Share case studies and feedback

Most importantly, always remain authentic with your content. Over 90% of customers want to do business with genuine companies. An authentic company is real and honest about who they are, what they value, and what it can offer its buyer.

The following video explains how to make content marketing work in 2022, so you can continue receiving these five results of effective healthcare marketing.

Transform Your Marketing Strategies

Are you ready to upgrade your marketing strategies?

Share Moving Media are experts in healthcare distribution marketing and can help you succeed with your new content marketing strategies. Our training, publications, and industry insights provide the data and knowledge you need to grow an effective content marketing strategy in 2022.

Contact us to learn more about our healthcare marketing solutions.

Why Most Healthcare Content Marketing Fails

By

Anyone can do content marketing, but few get it right. Healthcare distributors and manufacturers can spend hours on content but never see a single quality return. Thankfully, there is a way to avoid wasting resources on failed content and consistently see positive healthcare content marketing results.

Learn three pitfalls every B2B content marketer should avoid and three strategies to help your content hit the mark every time.

Key Takeaways:

  • Healthcare content marketing should be audience-centric, which first requires a deep understanding of who your customers are and their needs.
  • Your content should be easy to read and understand, even when addressing complex topics.
  • Let your creativity shine through your text by including images, video, and engaging language.

What Is the Current State of Healthcare Content Marketing?

The healthcare marketing industry, as a whole, has a higher-than-normal conversion rate. Marketers see 5.6% of leads turn into customers, compared to the average conversion rate of 3.9% across all industries.

That rate only shows half the picture. Another pattern you might notice from the conversion rate is that industries with high-value or expensive products also have a lower conversion rate. While healthcare facilities like hospitals might enjoy that high conversion rate, manufacturers and suppliers often don’t see those same numbers.

The average B2B conversion rate is 2.23%, considerably less than the overall healthcare industry.

You aren’t alone if you are seeing those less-than-stellar results from your content marketing. Don’t let those numbers get you discouraged about your content promotion and throw out all your work. Over 60% of leading B2B marketers use a content marketing strategy to get where they are.

You can also see that same success if you use what they learned and avoid major healthcare content marketing pitfalls.

3 Reasons Why Healthcare Content Marketing Fails

Healthcare content marketing can fail for dozens of reasons, but the most common B2B content marketing mistakes fall within three categories.

1. Don’t Understand the Audience

If you don’t know who your content is for, it will never connect with your audience. Over 45% of B2B marketers struggle with identifying the audience for their content. Copying the style and format of others in the industry isn’t the answer. For example, if you write healthcare marketing content the same way hospital marketers write their content, you won’t see the same success even though you are both in healthcare marketing.

Healthcare manufacturers and suppliers are working with businesses, not individuals. Within healthcare businesses, your specific organization will have a small number of hospitals and healthcare facilities that would use your supplies and products. If you want to resonate with those businesses, you must write to the primary decision-makers, use a higher level of content, and address business challenges like revenue and productivity.

2. Don’t Have Scannable Content

Physicians work over 50 hours a week on average, with nearly a quarter of doctors working over 60 hours a week. Content that is hard to read won’t resonate with time-strapped hospital workers looking for solutions.

Long paragraphs, no headlines, and industry jargon are all ways to turn your target audience off your content. Instead, placing scannable headlines that let healthcare workers easily find the most relevant information and plenty of white space and lists will encourage more of your audience to spend a few minutes of their valuable time reading what you have to say.

3. Content Has No Real Value

Marketers often focus on quantity over quality. As a result, many will publish new content multiple times each week. However, if your content only adds to the noise of daily blog posts without bringing any unique value, it wastes time and energy.

Healthcare content writing should not be full of fluff or repeat the same information your competitors covered. Instead, if you want your content to stand out, it must present old information in a new way or share new knowledge to leave readers with a fresh perspective and valuable insights that will help them improve their company.

How to Avoid Those Pitfalls

Include these essential elements in your B2B healthcare content marketing strategy to help your content stand above your competitors.

Focus on Your Audience

Audience-centered content is the only type of content that will see high conversion rates. You may be tempted to focus on how great your company is and the incredible features of your new products. However, that information is meaningless to your audience unless you can relate it to them and how you and your products will address their challenges.

You should write your content with empathy and understanding that places you alongside your reader instead of speaking down to them or criticizing their struggles.

Be a Thought Leader

Your content is your business’s chance to shine above the competition by positioning you as a reliable expert in healthcare. Thought leadership content will express your opinion and share valuable insights about healthcare in a way that builds trust and respect from your readers.

Some benefits of writing thought leadership content include:

  • Boosts your reliability as a company
  • Increases your brand awareness
  • Gives you credibility and authority in your industry
  • Inspires your readers

The 2021 B2B Thought Leadership Impact Study showed that 51% of executives had increased the amount of thought leadership they read. Additionally, 54% of decision-makers spend over an hour a week reading thought leadership content.

Make Your Content Unique

A misconception in B2B content marketing is that your content must be formal and rigid. While you should retain professionalism, that doesn’t go together with stiff content. Your decision-makers are still human and work in a stress-filled environment. Your content can be a mental escape that uses a variety of colors, interesting writing styles, media, and current healthcare content marketing trends that will capture their attention.

Content marketing for healthcare can also include channels outside your website and blog. For example, you can reach more of your audience by tapping into social media, videos, podcasts, and infographics.

The video below shows examples of companies using these three tips for successful B2B content marketing.

Create a Different Type of Healthcare Content

Why settle for average conversion rates when you can position your organization among the leaders in your industry? Take a few minutes to evaluate your current content marketing strategies and look for any areas holding you back.

Contact us about our publications that provide the latest healthcare insights to help you provide valuable content.