#pharma should be treating content as an asset


Image by Nattanan Kanchanaprat from Pixabay 

#pharma, like many organizations, treats content as an expense and not having any value. #pharma your content is an asset. It is a *currency*.  It is the voice of your organization.

why is your content an asset?

  • it is the voice of your organization
  • it is the face of your organization
  • it has value
  • it is useful to the business
  • it reflects on organization’s bottom line

what is content?

  • content is information
  • it is distribution of knowledge
  • it promotes
  • it starts conversations (engagement)
  • your content reflects who you are – it is the voice of your organization

forms of content include the following:

  • company’s website content
  • blog posts
  • reports  – ebooks
  • white papers
  • images
  • social media channels
  • videos
  • email newsletters
  • events
  • conferences
  • comments – opinions
  • engagement

how do you manage content as an asset?

  • track and measure your content (marketers today have more access to data than ever before)
  • work together to have one voice
  • make sure it tied into your goals
  • have in place a content strategy

why is content portfolio management so important?

  • consider it as a currency
  • content has a life cycle:
    • creating content
    • auditing content
    • evergreening content – that is refreshing old content
  • always try to find ways to amplify the value of content