Content Marketing: It’s Not About Us; It’s About Them
Content marketing experts from around the country recently gathered in Philadelphia for the 6th Content Marketing for Life Sciences conference to talk about how to deliver more integrated customer experiences. Nathan Stewart — director of content strategy and inbound marketing at Intouch — was there and spoke to attendees about the benefits of content marketing. He also brought back key takeaways from the event. Check them out below.
Prioritize Customer Centricity
Placing the customer (for our purposes, that typically means the patient and/or healthcare provider [HCP]) at the center of content marketing was something every speaker touched on. Too often, we find ourselves putting the brand at the center of our marketing universe, but these days, customers aren’t going to tolerate that approach anymore. As we said recently, “59% of U.S. online shoppers expect their healthcare customer service to be as good as Amazon’s” – life sciences/healthcare marketers cannot afford to forget this.
Leverage the Customer Journey
Several speakers addressed the need to develop customer journeys, be it patient or HCP, and align content to those journeys. Marketers must ensure we are recognizing the patient journey before and after they interact with our brands. It’s also important to remember the patient is, first and foremost, a human being. They may be at a stage in their journey in which they feel scared or confused — as marketers, we have the opportunity to provide content that educates and reassures them, and potentially instills brand loyalty.
Content Measurement Should Inform Content Performance and Optimization
Conference speakers issued a strong call for measurement at a content level, and that those measurements be aligned to customer needs as well as brand performance indicators. Several presenters mentioned the importance of leveraging data to optimize existing content and inform new content creation. Unless you’ve been living in a cave, you’re likely aware that data analysis is the key to understanding everything now — who is your customer, what do they want and need, what are their shopping habits, what engages them or turns them off? It’s now possible to know the answers to many of these questions, and frankly, if we don’t take the time to collect, measure, analyze, and optimize, it’s our fault if we fail.
From an Internal Perspective, It’s All About People
Content marketing and content strategy seem to have the biggest impact when people from different teams can come together to provide input and collaborate. Finding a champion, at the highest level possible, ensures that resources and time can be given to these collaborations and efforts.