The golden rules of content marketing for pharma
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Transcript of The golden rules of content marketing for pharma
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THE GOLDEN RULESFOR CONTENT MARKETING IN PHARMA
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Rules are meant to be broken though, right?
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WRONG.
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Content marketing does have some
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GOLDEN RULES
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that you should follow to create a successful
campaign.
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01
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FOCUS ON YOUR CUSTOMERS NEEDS.
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It’s not about what you do.
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It’s about what it does for your customer.
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BENEFITS
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VS.
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FEATURES
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Don’t create content that promotes how great you are.
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No-one will care.
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Focus on what your customer needs and how you can help them find the solutions they need.
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BE PREPARED.
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Create a plan to provide material that fulfils specific targets.
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Perhaps you want to build your mailing list through brand awareness
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or increase your followers on social media?
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or research your customer needs?
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03
SKIPTHE
SALES PITCH.
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Content marketing is all about being helpful.
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Forget trying to sell your product or service – that’s what advertising’s for.
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If you met with someone in person, you wouldn’t launch right into “buy my product,” would you?
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Spend your time trying to understand their needs and providing advice on how you can help them.
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TAKE YOUR TIME.
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Marketing is a long-term investment, so don’t expect results overnight.
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Not even expensive advertising campaigns produce sales in a matter of days or weeks.
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Create a strategy to implement over a year and after six months, evaluate to see how well you’re achieving your goals.
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Don’t give up just as you’re starting to make headway.
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GO EASY ON THE SEO.
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One of the main points of content marketing is to get found in search.
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That doesn’t mean you should over optimise your material.
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In fact, that can result in penalisation by Google.
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Use headings, tags and as well as a small number of well researched keywords.
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Make your content a quality resource rather than trying to ‘game’ the search engines.
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DON'T GIVE UP.
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It takes time. Don’t get discouraged.
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Publish regularly and stick to your quality standards.
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Build trust in your brand and engage with your readers.
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MEASURE
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TRACK
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AND
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TWEAK
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REGULARLY
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to improve your content marketing
performance.
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Inspiring audiences. Motivating change. Thinking beyond. We’re a full service medical communications agency with a focus on changing behaviour.
www.wearecouch.com