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
— Janssen EMEA (@JanssenEMEA) March 16, 2017
— Eli Lilly & Company (@LillyPad) March 13, 2017
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:
- content calendar
- SEO optimization of your content
- content development (writing, images, videos)
- content distribution
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