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Looking at content marketing and not just content

I get very frustrated when I see clinical, medical and research organizations doing great things and their messages just don’t reach an audience. Why does this happen?

I came across a webinar on 3D printed models that help surgeons plan and prepare for complex operations, giving them a chance to practice on patient specific model before the actual operation. I was surprised to find out that this research is being done right here in my home state.

So how come I didn’t see it on my Twitter feed? I am following them. How come it didn’t come across those thousands of e-newsletters I receive everyday? Why didn’t my friends share it on FB?

So I did a little research on how this organization is using social media to communicate what they do. From the outside it looks like random posting and some publications, press releases, basic news articles, but I do not see any real content marketing. Non profit research, medical and clinical institutes need to develop content marketing and have a more content focused strategy.

What do we mean by content marketing?

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” – Content Marketing Institute

Non profit research, medical and clinical institutes find this kind of marketing is harder, because you are marketing to people who don’t have a relationship with yet but could in the future.

The aim is to build awareness. Do people have an understanding of who you are? And what you do? They should know about your organization and know where to go if they need you in the future.

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