is #pharma creating content in a vacuum



Image by Cindy Lever from Pixabay 

Inspiration for this post comes the tweet below posted during #efpphilly. Why is no one reading your content #pharma? How do you get your content read?

start by asking yourself what do you read #pharma and why do you read it

  • is it from someone you trust
  • is it something that you are interested in
  • does it solve a problem
  • is it funny
  • is it creative
  • is someone asking me a question

are you creating content with a purpose

  • each content piece you create needs to have a purpose
  • to educate
  • to share information
  • to drive engagement
  • to answer questions
  • to developed trust
  • your content needs to provide something valuable
  • do not adapt your advertising to work as content:
    • still treating social media platforms like broadcast, as if people are going to pay attention
    • avoid vanity content

treat your content as an asset

  • quality content can be used over and over again (evergreen content)
  • invest and aim for high-quality content
  • repurposing blog posts – great content can be used in different formats
  • include content as part of your overall marketing strategy

what kind of content does your audience want to see

  • are you listening to your audience
  • are you answering their questions
  • what kind of information are they sharing
  • where are they going for information
  • what are they saying about your content

do you have a content strategy in place

  • content strategy helps in creating content with a purpose
  • content strategy should be part of overall marketing strategy
  • content strategy needs to be updated – social media platforms are evolving all the time