Content marketing might be a foreign strategy for many medical equipment manufacturers who operate a lean organization with limited resources. However, content marketing for medical equipment manufacturers can take your business goals to the next level with the right development and cross-promotion.
Key Takeaways:
- Content marketing drives action through engaging, educational, or entertaining content. It is not an ad or sales pitch.
- Successful content marketing starts with clear goals, strategies, and keyword research.
- Personalization and evergreen content keep content relevant, while follow-up analytical data measures campaign success and helps you plan for future marketing initiatives.
Why is Content Marketing for Medical Equipment Manufacturers Important?
Content marketing focuses on developing valuable and relevant content for your target audience. In the Content Marketing Institute’s 2021 B2B Content Marketing Report, 79% of B2B marketers reported that their organization now has a content marketing plan in place. Two-thirds of marketers expect their content marketing budget to increase in 2022.
When it comes to a successful strategy, the keyword is value. In a competitive landscape like medical sales, content marketing will highlight your credibility to build brand awareness, foster trust, and increase revenue.
However, it’s important to note that while your content should drive consumer action, the goal is not to push an obvious sale or advertisement. Think of it this way – traditional ads are like in-your-face car salespeople. Content marketing is more like a friendly chat between neighbors. You want to give before you ask for anything in return. The content you publish should be informative, educational, and engaging, and it should end with actionable takeaways.
5 Best Practices for Content Marketing for Medical Equipment Manufacturers
Whether you develop infographics full of statistics or in-depth educational whitepapers on your industry niche, your content should deliver enough value to persuade your readers to move into your lead funnel. To develop a content marketing strategy for medical equipment manufacturers, consider the following best practices:
- Strategize and Set Goals
Before you begin writing any content, you need to develop your content strategy and digital marketing goals. A comprehensive strategy with clear guidelines will not only help you save resources and time, but will also keep you organized.
The most important part of your strategy revolves around setting goals. Do you want to earn more leads? Boost your search engine optimization efforts (SEO)? Or are you looking to drive more sales? Start by using the SMART method (specific, measurable, attainable, relevant, and timely) to formulate your content marketing objectives.
Once you establish your goals, you can build your entire marketing roadmap around them to drive more engagement and boost your bottom line. Be sure to set key performance indicators (KPIs) to measure your progress. A marketing calendar will help you stay on schedule and publish content consistently.
- Perform Keyword Research
With clearly defined goals at the center of your strategy, you need to complete in-depth content and keyword research to understand your target audience’s preferences. Content research will help you determine:
- What content formats are the most popular for your niche
- The topics your audience is most likely to be interested in and share
- How to develop an ideal piece of content in terms of length, headline type, etc.
You also need to understand what keywords are relevant to your industry and which long-tail phrases your audience is searching for online. Using the right keywords will boost your SEO efforts and help you rank in the top results, so more people find your content. The higher you rank in search pages, the more traffic and conversions you can capture.
More importantly, long-tail keywords have clear search intent. Targeting the right keyword phrases means more than just increased traffic – it means the right people, such as healthcare distributors and providers in need of medical equipment or information, will find you.
- Develop Evergreen Content
Evergreen content provides ongoing value to your audience and drives long-term traffic to your website for months or even years after publishing. Leveraging this type of valuable content can also boost your inbound links. Popular evergreen content types include:
- How-to guides
- Checklists
- Presentations
- Case studies
- White papers
- Ebooks
- Podcasts
- Videos
While evergreen content may take longer to create than a traditional blog post, you won’t have to rewrite it on a bi-weekly schedule to keep it up to date. By developing content that continues to be relevant for a long time, search engines will take note and rank it higher.
- Target Audiences with Personalization
Personalization continues to be an important factor in content marketing. A typical person will see roughly between 6,500 and 11,000 ads a day. With consumers bombarded with digital ads, emails, pop-ups, banners, and blog posts, your content needs to quickly capture their attention to keep them engaged with your brand.
To develop personalized content, consider creating buyer personas for all the different audience types you plan on targeting. You can then start creating content that includes highly personalized and relevant material.
For example, different age groups will require different tones and topics depending on their needs. If you’re a medical equipment manufacturer focused on targeting a certain geographic area, your content can include localized information.
- Use Analytics to Optimize Future Content
While your content marketing strategy may start with trial and error, don’t become discouraged. Analytics not only show you the content that your audience prefers to consume, but it also helps you understand trends that you can optimize. For example, your content analytics will teach you:
- Which types of content get the most and least traffic
- How often your content gets social media comments, likes, and shares
- Content that converted leads
- Headlines or images that earned the most clicks
If you notice certain content formats or topics perform better than others, you can improve future content based on similar fundamentals to capture more audience engagement. Analytical data helps you and your team improve efficiency, productivity, and decision-making, along with other benefits.
Discover Valuable Content Marketing for Medical Equipment Manufacturers
The content marketing landscape for medical equipment manufacturers is wide open, with opportunities to grow your company’s bottom line. With the right strategy and optimizations in place, you can develop high-quality, evergreen content that not only captures your prospect’s attention but also turns them into loyal customer advocates.
If you’re ready to develop a winning content marketing strategy, Share Moving Media can help your business succeed. We can help you do a keyword search and put you in one of our content creation programs.
For more information, contact sadams@sharemovingmedia.com