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audience first

two major shifts #bigpharma needs to know about

How can #bigpharma distinguish itself from all the noise of mass content marketing online? We are seeing two major shifts taking place. First, there is a shift of going from social first to audience first. Basically, this means being *on all the time*. Second, a shift from content scale to content quality. Brands are seeing an evolution from brand centric to creating value, quality content & relationships.

Why the shifts?

  • Too many marketing messages competing for the same audience
  • Brands have taken note that they need to do something different
  • Audience needs and demand are changing
  • A more personalized approach is demanded by the audience
  • A more intelligent approach is requested by the audience
  • Audience wants marketing ads to sound authentic and also be relevant

What do we mean by audience first?

  • Your audience is made up of human beings – real humans
  • Your audience becomes your active contributor – they are shaping your content
  • You always have to be *on* – remember social media does not sleep
  • You need to develop and attend to your audience
  • You need to engage and start a conversation with your audience
  • Audiences today expect more – gone are the traditional TV, ads print or radio

How can you shift to audience first?

  • Look at your data
  • Start asking your audience questions
  • Start leveraging your metrics early on during content development
  • Perform an audit of your content and see which content has been performing better
  • Get your audience involved in the development of your content (User Generated Content)

What do we mean by shifting from content scale to quality?

  • It is all about quality content over quantity
  • Content needs to be relevant, informative and fun
  • Post with a purpose and not just for the sake of posting
  • Quality content brings on quality engagement

How can you shift to quality content first?

  • Create value-added content
  • Make sure your content is aligned with what is going on in the world
  • Your audience is changing every day so make sure your content is aligned with the trends
  • Need to understand the different platforms – adapt content to each platform
  • Identify the social media platforms that best suits your content
    • no need to be on all platforms
    • focus on the platforms that your audience are most likely on
    • do not post the exact thing on each platform – a more tailored strategy is more powerful