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Content Marketing 101 for Medical Equipment Manufacturers

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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:

  1. 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.

  1. 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. 

  1. 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. 

  1. 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.

  1. 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

7 Vital Steps to Creating an Effective Content Marketing Strategy in Healthcare

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As a medical supply distributor or manufacturer, your clients depend on you for the highest quality, professionalism, and reliability in your products and services.

Your content marketing strategy in healthcare must prioritize those same values.

Now, professionalism doesn’t necessarily equate to stuffy and boring – two qualities you absolutely must avoid in content marketing. 

As with most things healthcare-related, an effective content strategy starts with comprehensive research and thorough planning.

Research shows 60% of B2B companies with the most successful content have a documented strategy. Meanwhile, only 21% of the least successful B2Bs can say the same.

How to Start Creating an Effective Content Marketing Strategy in Healthcare

Every piece of content you create should serve a specific goal and purpose. 

Without a documented strategy, your content will come off as irrelevant or generic. This type of lackluster content in an industry like healthcare can end up damaging your reputation – the exact opposite of what you need your content to do.

1. Research Your Audience

You cannot produce effective content without understanding who you’re creating content for. Your content can inform a handful of audiences, but the point is to pick a specific audience for each piece. 

At Share Moving Media, for example, we have several publications to reach thousands of people in distinct audiences.

Ask yourself some questions as part of your audience research:

  • Who do I want to educate and inform? End users/office workers, doctors of private practices, office executives at hospitals, etc.?
  • Where do they hang out online – Facebook, LinkedIn, industry blogs, Twitter, Reddit?
  • What are their biggest pain points each day? 
  • Which influencers do they follow and trust?
  • What format do they prefer – blogs, social media, infographics, video, podcast?

2. Plan Your Goals

Gartner research shows the B2B journey is long and convoluted. It’s foolish to end every piece of content with a CTA to “buy now.”

Timeline Description automatically generated

Gartner

Your content marketing strategy in healthcare should play the long game. Set up short-term and long-term goals for each stage of the buyer’s journey so each piece of content serves a broader strategy. 

Short-term goals:

  • Increase monthly website traffic and retention
  • More lead magnet downloads
  • Boost social media followers
  • Increase email subscribers

Long-term goals:

  • Improved brand awareness and recognition
  • Preventing customer churn
  • Expanding customer base

3. Conduct Keyword Research

Keyword research is a must for SEO. Plus, keyword research aids in audience research because it shows what questions your audience is asking and what problems they face.

You can use tools like BuzzSumo and SEMrush to investigate keywords and topic inspiration.

4. Set Up an Editorial Calendar

Quality content always trumps quantity. Google’s algorithms, social media algorithms, and your readers all appreciate in-depth high-quality content. 

In your calendar, plan for about two blogs and about ten social media posts each week along with some multimedia, depending on your resources available. 

If you have the resources to produce two high-quality videos a week, certainly go for it – but don’t sacrifice quality. 

Plan your editorial calendar and posting schedule about 60 days out so you’re always working from an offensive position.

5. Choose Your Creators Carefully

People need to know they can trust what you have to say. 

Google cares too. According to Google, sites promoting your-money-your-life content (such as healthcare), must prioritize expertise, authority, and trustworthiness. 

For healthcare, this means experts should create your content. Choose expert creators that mimic your audience – such as doctors in their respective fields and medical assistants. Don’t use generic author names like your brand name or “news desk.”

Strive to uplift specific people at your company as influencers and thought leaders. Eventually, your target audience will learn to trust them and seek out their opinions. 

6. Keep a Consistent Tone

A set of brand guidelines goes miles toward building trust in your audience through a content marketing strategy in healthcare. 

Consistency breeds trust. People come to expect a familiar voice, format, and tone from you at every touchpoint.

An inconsistent tone accomplishes the opposite: it’s unsettling and provokes distrust.

Your brand guidelines should outline rules for your content to follow:

  • How does your content “sound?” Is it warm, friendly, and subjective or encyclopedic and technical? 
  • How will you adapt your tone for different platforms? For example, email requires a more personal tone than Twitter.

7. Get Personal and Engaging

Even doctors and executives don’t want technical content all the time. Give your content some personality to boost engagement:

  • Interactive quizzes 
  • Gamified content
  • Polls 
  • 360-degree or 3D photos

Squeeze More ROI from Your Content Marketing Strategy in Healthcare

An effective content marketing strategy in healthcare is all about reputation. Building a trustworthy reputation takes time and consistency, so there’s no room for slacking in content marketing.

Remember to:

  • Research your audience’s needs, mindset, and pain points.
  • Plan your short- and long-term goals for content marketing.
  • Research your keywords and SEO plan.
  • Focus on producing high-quality content on a consistent schedule.
  • Look for fresh ways to engage your audience via content.

Content from Share Moving Media reaches the offices and homes of several thousand healthcare decision-makers across the country. Get in touch with us to start planning your comprehensive content strategy today!

Content Marketing 101 for Medical Equipment Manufacturers

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For many medical equipment manufacturers who operate a lean organization with limited resources, content marketing might be a foreign marketing strategy. However, with the right development and cross-promotion, content marketing can take your business goals to the next level.

In fact, content marketing costs 62% less than traditional marketing tactics but generates three times as many leads. How can you take advantage of content marketing for medical equipment manufacturers? Let’s discover how you get started driving results through content marketing.

Why is Content Marketing for Medical Equipment Manufacturers Important?

Content marketing focuses on developing valuable and relevant content for your target audience. 86% of B2B marketers use some sort of content marketing over traditional advertising to build brand awareness. However, the truth is, any business can benefit from creating content.

When it comes to a successful content marketing strategy, the keyword is value. In a competitive landscape like medical sales, content marketing will highlight your credibility to build brand awareness and increase sales.

However, it’s important to note that while your content should drive customer action, you’re not pushing an obvious sale or advertisement. Your content should be educational and provide actionable takeaways that make your brand stand out against the competition. 

5 Content Marketing for Medical Equipment Manufacturers Best Practices

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.

1. Strategize and Set Goals

Before you begin writing any content, you need to develop your content marketing strategy. A comprehensive strategy will not only help you save resources and time, but it will also keep you organized and agile. 

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?  You can get started 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 strategy and marketing calendar around them to drive more engagement and boost your bottom line. 

2. Perform Keyword Research

With your goals at the center of your strategy, you need to complete in-depth content and keyword research to understand what your target audience prefers. Content research will help you determine:

  • What content formats are most popular for your niche
  • The topics your audience is most likely to share or learn more about
  • 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 the long-tail phrases your audience is searching for. Using the right keywords in your content will boost your SEO efforts and help you rank in top results so you’re found by more people. The higher you rank in search pages, the more traffic and conversions you can capture

3. Develop Evergreen Content

Evergreen content provides ongoing value to your audiences and drives long-term traffic to your website – sometimes even years after publishing. Evergreen content types include:

  • How-to guides
  • Checklists
  • Presentations
  • Case studies
  • White papers
  • Ebooks
  • Podcasts
  • Video

While evergreen may take longer to create than a traditional blog post, you won’t have to rewrite it on a bi-weekly schedule. By developing content that your audience is more likely to consume and enjoy, search engines will take note and rank it higher in search results over time.

4. Target Audiences with Personalization

Personalization continues to be an important factor in content marketing strategy. With consumers bombarded with daily digital ads, emails, and blog posts, your content needs to quickly capture their attention to keep them actively 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 specific content for your target audiences that include 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 a certain geographic area, your content can also include more localized information.

5. 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:

  • The content that gets the most and least traffic
  • How often your content is shared on social media
  • The content that converted leads the best
  • 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. 

Discover Valuable Content Marketing for Medical Equipment Manufacturers 

The content marketing landscape for medical equipment manufacturers is wide open for you to take advantage of and grow your company’s bottom line. With the right strategy and optimizations in place, you can develop high-quality content that not only captures your prospect’s attention but also turns them into loyal customer advocates.

If you’re ready to develop quality content that engages your audience, contact Share Moving Media today.