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.