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Is pharma spending too much money on the wrong content?

 

When I look at some of the content pharma puts out I often wonder are they spending too much money on the wrong content?

question 1: how much is the right amount of content for pharma?

  • the focus should be on quality rather than quantity
  • is pharma investing necessary resources in creating content or just moving further content down the priority list
  • readers start to experience content fatigue as brands pump out more and more low-quality content
  • creating original content, posting and engaging is the driving force

question 2: what type of content is good content?

  • first who is your audience, pay attention to the conversation taking place online
  • second write content for your audience:
    • good content is content that speaks to the person – not what you want to say
    • good content encourages interaction and engagement
  • too much self-promotion – is not good

 

question 3: what is more important content creation or content distribution?

  • content is king, but great content is critical to success and to building your community
  • experimenting with content is important
  • learn to measure what kind of content works
  • what drives your community – social listening can help you build your content
  • planning and adapting great content to your platform(s) is just as important
  • please no* I want this to go viral* requests

question 4: should pharma have in place a content marketing budget?

  • yes, but before putting a budget together pharma needs to identify first which content needs to be created, for which audiences and which platforms
  • 75% of marketers are increasing investment in content marketing. (Curata)
  • what to include:
    • strategy
    • topics
    • content calendar
    • SEO optimization of your content
    • content development (writing, images, videos)
    • content distribution
    • measurement

question 5: should pharma create a content marketing team in house?

  • first pharma needs to understand how are they going to approach content marketing
  • managing content means being creative, developing, distributing, measuring, seeing what works and what does not work
  • if you do plan to have a content marketing team in house:
    • have a solid strategy supported by roles
    • get the right people in the right roles
  • keep in mind:
    • agency – can be very expensive
    • in house – less expensive, you develop your own strategy and build expertise

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