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The 7 Best Content Programs of 2022 to Inspire Your Content Marketing

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Incorporating new and innovative ideas in your content marketing keeps your campaigns from growing stagnant or blending in with other similar brands. There are a few brands that nailed down content creation in 2022. Learn tips from ten of the best content programs and how to incorporate similar ideas into your healthcare content marketing.

Key Takeaways:

  • Market a solution through your content rather than your products
  • Align with a social cause and create resources and solutions
  • Support your customers and their work through your content
  • Use innovative content formats, like live video or virtual reality

1. BMW: “WE ARE M”

BMW has always had some of the best content examples filmed with high-end cameras and special effects that reflect the luxury and power of BMW automobiles.

This year it introduced a unique campaign entitled “WE ARE M.” It celebrated the 50th anniversary of its BMW M by bringing together several models from over the years in a stunning video that celebrates the brand’s journey and encourages a feeling of community.

"WE ARE M" ad

Image from BMW Group

What You Can Learn from the Brand

You can use your anniversaries and business successes to market your brand. Allowing your customers and new clients to celebrate with you builds a sense of community around your brand and makes them eager to see what you will do next. In addition, it’s a testament to your success, which will attract new customers to your business.

2. Ritz-Carlton: Journey Into the Ritz-Carlton

The Ritz-Carlton is a luxury hotel company that offers lodging around the world in some of the most desirable locations. Its content marketing campaign, Journey into the Ritz-Carlton, shifts the focus away from the hotel to the destination.

Visitors receive an immersive travel experience through their browser or app as they dive into the world’s more beautiful locations. They can also access resources like travel itineraries, suggestions for places to eat, and city guides.

What You Can Learn from the Brand

Ritz-Carlton shows the power of selling benefits rather than products. They understand that travelers primarily book their hotels for the destination. They focus on the consumer’s intent by promoting destinations where they have hotels while simultaneously positioning themselves as an authority in travel.

3. GE: Social Media Content

GE uses social media to promote its brand in a visually appealing way. Its images and videos take the company’s followers behind the scenes to explore some of its most breathtaking innovations. The images draw the followers in, while its comments tell stories about who the brand is and how it helps others.

General Electric Instagram post about GE innovation

Image from Instagram

What You Can Learn from the Brand

Social media isn’t just for B2C brands. B2B brands can also use social media to tell stories and reach new customers. GE’s posts also show the power of storytelling. While their company is huge, they make it more personal by telling stories of individual products that help specific companies.

4. Colgate: Oral Health Education

Colgate does very well using its content to educate its customers. The company strategically organizes and shares content that helps consumers use its products to improve their oral hygiene. In addition, it divides its resources page by oral health topics to make browsing content more convenient.

However, one of the brand’s most notable content campaigns is its oral health education. It designed resources to teach underserved children globally about oral hygiene. Its content includes:

  • Coloring pages
  • Audio
  • Games
  • Quizzes
  • Books and stories
  • Songs
  • Videos

The resources are free and accessible to teachers and families around the world.

What You Can Learn from the Brand

Colgate shows how a company can align with a cause and use its resources and knowledge to help others. It uses its knowledge to help those in need while also improving its relationship with its clients by showing it cares about ESG issues.

Customers are growing more aware of the causes that companies support. As a result, about 63% of consumers are likelier to buy from brands that align with their values or support similar causes.

5. Coca-Cola: Coke Studio

Coca-Cola has always had a close relationship with music, often using it as the cornerstone of its branding and ads. In 2022, Coca-Cola expanded Coke Studio to an always-on global music platform where it can introduce and promote emerging artists worldwide. 

The brand wanted to take a step beyond just endorsing artists by giving a platform for them to reach new audiences. Through the platform, emerging artists can introduce their fanbase to other emerging artists to help each other grow.

What You Can Learn from the Brand

Coca-Cola uses its content to invest in its customers. Many of its customers enjoy listening to music. To encourage loyalty and build a community, it’s pouring back into their customers by supporting them in their musical pursuits.

In addition, the brand is moving beyond traditional advertising by launching Coke Studio as an innovative live video. Live video is growing in popularity on social media and receives more watch time than on-demand content.

6. Honda: Vertical Bike

Honda continues to show its commitment to supporting sustainability by partnering with Ogilvy, Peru, to create a vertical bike. This device helps the local communities harvest the aguaje fruit without felling trees.

What You Can Learn from the Brand

Honda simultaneously shows the reliability and power of its products while supporting its mission to build an eco-friendlier future. The video shares the importance of preserving the environment and inspires others to find better ways to perform tasks.

7. Gucci: Gucci Town

The internet has been talking about the metaverse and what that will look like for a few years now. It’s a virtual reality world where consumers and businesses can interact entirely online through avatars. As a result, several brands have started launching marketing content on current virtual worlds.

One brand that received significant exposure is Gucci and its launch of Gucci Town. It’s a virtual world on Roblox where consumers can connect, explore, and learn about the brand. In addition, consumers can purchase NFT items all in virtual reality.

What You Can Learn from the Brand

Innovators are always looking toward the future. Gucci is already preparing for a world where marketing and networking occur in virtual reality. They positioned themselves as innovators and leaders by creating marketing content for virtual reality.

Learn from the Best Content Programs

These content program examples combine innovation, creativity, and consumers to bring a new experience that builds brand awareness. By staying on top of the latest trends in healthcare marketing and consumer behavior, you can create content that positions you as a leader in your industry.

Contact us to learn more about our marketing training and solutions.

In-house vs. Outsource: What’s Best for Healthcare Content Creation?

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Healthcare distributors and suppliers can’t afford to skimp on content quality. 

In the competitive healthcare supply chain industry, you need to squeeze every ounce of trust and authority as you can from your content.

With so much riding on your healthcare content creation, what’s best: in-house or outsourcing? 

You might assume hiring inhouse is the answer – why let content slip out of your control? However, outsourcing often gives you leverage over the competition while reducing costs.

64% of manufacturing marketers and half of B2B marketers outsource at least one content marketing task. Of those who outsource, 84% to 87% outsource their content creation. 

Here’s what you need to know to make the best decision. 

In–house vs. Outsource: What to Choose for Healthcare Content Creation?

Healthcare distributors and manufacturers need content for several market segments and stages of the buyer’s journey. 85% of buyers say they would consider dismissing a company that doesn’t personalize the initial touchpoint. 

That’s a lot of risk and pressure.

Creating effective content requires technical knowledge of your product and the industry, end-users, healthcare professionals, and marketing in general. 

Your content marketing directly reflects your company’s value, expertise, and professionalism. On that note, it would seem like hiring a technical content creator is the only choice.

Should You Hire an Inhouse Healthcare Content Creator?

First things first. Hiring a single technical writer to cover your content production won’t get the job done.

If you want to keep your content creation in-house, you’ll need to hire an entire team. Writing copy for blogs, eBooks, and marketing material is more than a full-time job for one individual – and writing is only one small part of content creation.

Creating effective healthcare content requires a team of creators, strategists, and analysts:

  • Graphic designers for infographics, social media posts, and custom website graphics
  • Video technicians for instructional videos, tutorials, and social content
  • Technical editors and fact-checkers 
  • Social media managers
  • Analysts to track the ROI of your content

Plus, in–house content writers have implicit bias. You don’t want overly promotional content. Your content should be helpful, useful, and actionable – not salesy. An in-house content creation team reports directly to shareholders so they might have trouble overcoming this issue.

7 Benefits of Outsourcing Your Healthcare Content Creation Needs

Outsourcing isn’t synonymous with detachment and low quality. Quite the contrary! 

Entire agencies specialize in creating technical content – the technical yet engaging and digestible content your industry demands. 

1. You Get Access to Leading Talent

Healthcare content marketing agencies specialize in one thing: creating healthcare content. They hire the best writers in the business. 

They’ve already put their team through a thorough vetting process to ensure they can produce the content you need. 

Plus, they handle the editing and quality control, so the burden is totally off your shoulders. 

2. You Can Spend More Time on Strategy

Content creation is time consuming. Behind a single blog, you’ll find hours of keyword research, topic development, copywriting, and editing.

Outsourcing frees up thousands of hours each year. Instead of getting bogged down with content, your marketing team can focus on strategy, audience research, and tactics.

3. Outsourcing is Cost-Effective

Remember, you aren’t hiring a single creator. You need an entire team. 

Glassdoor says the average business spends $4 thousand and 24 days to hire a new worker. Recruitment technology, assessments, job postings – these all cost time and money. 

If the relationship doesn’t work out, it could cost you 200% of the worker’s salary to find a replacement.

4. You’ll Produce Content Consistently

HubSpot recommends large blogs publish up to five pieces of content per week. Those who prioritize their content are 13x more likely to enjoy higher ROI from their efforts.

An outsourced team has the time and resources to publish high-quality content consistently. 

5. Outsourcing Provides Easy Access to Metrics

A specialized healthcare content agency wants you to see ROI from your content investment. They have on-staff analysts tracking your content’s metrics. 

They’ll help you visualize your content’s performance with charts and have all the info ready to go for shareholders.

6. You Can Seamlessly Scale Your Healthcare Content Production

As we’ve seen with COVID-19 vaccine production, healthcare distributors must scale instantly when necessary. Outsourcing your content lets you seamlessly scale up or down as your needs and budget change. 

You don’t have to go through the trouble of hiring during a surge, evaluating, and laying off if things slow down. 

7. Outsourcing Gives You Access to the Latest Technology

Hiring costs are one thing but tools are also costly. Enterprise packages for SEO, social media, and content can cost thousands every month. It’s just one more thing marketers must make their case for to shareholders.

Outsourcing your content means you already have access to the industry-standard tools and emerging technologies. Healthcare content agencies need to stay competitive too.

Start Building Your Healthcare Content Creation Strategy 

At Share Moving Media, healthcare content for distributors is all we do. We’re a full-service agency with industry experts offering everything from eBooks and blogs to videos and podcasts. 

We understand the value of high-quality content. That’s why industry leaders trust us with their content creation. 

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Brands as Publishers: Blogging for Healthcare Brands Could Increase Your ROI 13x

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Specializing in everything from cardiology to pulmonary, healthcare facilities include multiple departments and dozens of service lines. When it comes to developing a marketing strategy for these organizations, manufacturers often choose more traditional tactics like direct mail and overlook blogging.

While blogging was once a tactic used for personal stories and pop culture, healthcare manufacturers are now also finding success with a content marketing strategy. With the right storyline and optimizations, blogging helps you reach diverse healthcare organizations and target their procedural specialties. In fact, companies that prioritize blogging are 13x more likely to see a positive ROI.

So, how exactly does blogging for healthcare brands impact ROI? Let’s take a look at how you can get started and succeed in a growing digital healthcare landscape.

Why You Should Start Blogging for Healthcare Brands

Did you know that 80% of internet users searched for a health-related topic online? With so many search queries ranging from health conditions to medical treatments, there is a large demand for trusted and reliable medical information online. As a healthcare manufacturer, you have the unique ability to provide ongoing educational materials that drive engagement from your IDN supply chain leaders and distributor reps. 

Developing your content marketing strategy takes time — you need to write quality content and optimize it for search engine results. However, when done correctly, you can expect the following benefits:

  • Helps potential healthcare facility customers find you
  • Tells your brand’s specific story and point of view
  • Showcases your authority and thought leadership
  • Nurtures existing client relationships
  • Supplements your digital marketing channels
  • Builds long-term positive ROI

A comprehensive blogging healthcare strategy not only improves your search engine optimization (SEO) efforts, but also heightens your product line to catch potential customers’ eyes. 

3 Ways Blogging for Healthcare Brands Earns ROI

Now that you understand the value of blogging for healthcare brands, it’s important to zoom in on the ROI benefit. After all, no marketing effort is a success unless it affects your bottom line. While it does take dedicated resources to develop a successful blogging strategy, it actually costs 62% less than traditional marketing. Here are a few ways healthcare blogs impact ROI.

1. Earn Valuable Subscribers

True, subscribers aren’t traditional leads. However, subscribers are the next best thing because they demonstrate interest and loyalty in your brand. In fact, a subscriber is worth more than 3.6 times the value of a normal website visitor.

A majority of website visitors will end up leaving your website without converting. However, a blog subscriber is the first step in your lead funnel and allows you to nurture their experience. Once you earn blog subscriber’s loyalty, you can optimize your content to meet their needs and focus your time on visitors who are closer to converting. 

To boost your ROI, consider adding bold call to actions in your content to encourage your subscribers to take the next step. 

2. Establish Trust-Building Content

In the healthcare industry, trust is a huge driver for business decisions. After all, your products and technology are providing life-saving and improving services for patients across the globe. Your blog’s content is an effective way to build authority and validation within your healthcare niche. 

To build trustworthy content on your blog, consider the following elements:

  • Be honest by showcasing testimonials and statistics backed by sources
  • Use your own domain and platform with original content
  • Focus on education and avoid overly promoting your products
  • Create buyer personas to connect with your target audience

By building authority, potential customers will turn to you as a credible thought leader. It will demonstrate that you not only understand your industry, but will also persuade healthcare facilities that you’re the manufacturer to partner with. 

3. Improve Your Social Media Efforts

84% of C-level B2B buyers are influenced by social media when making a purchase. While healthcare social media is competitive, it’s an essential space for healthcare manufacturers to engage in. Social media demonstrates that you’re agile in a modern landscape and provides additional proof signals. 

Blogging also allows you to enter the conversation and publish your new content to a larger audience. Once your social media followers begin seeing and enjoying your content, they will most likely become subscribers and customers. For healthcare industries, consider sharing your blog content on LinkedIn or Facebook to drive the most ROI. 

Overall, blog content enhances your online presence to drive further signups and referrals from customers who otherwise might not have heard of your brand. 

Discover Blogging for Healthcare Brands

Blogging can be impactful for your healthcare business. It not only brings you additional authority and validation, but it also has the potential to drive new customer engagement and ROI. However, you need to develop the right strategy to reap content marketing benefits. Focus on creating educational blogs that heighten your brand and display your industry knowledge.

With a blogging strategy in place, your blog can boost your bottom line in the following ways: 

  • Earning valuable subscribers who showcase their interest and intent with your brand 
  • Establishing trust signals and credibility through quality content that convinces potential customers that you’re a preferred manufacturer
  • Growing your social media presence and displaying social proof to C-suite executives 

Are you ready to begin creating blogs for your healthcare brand? Contact Share Moving Media for more information today.