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content creation

#bigpharma who is your real competitor

So #bigpharma who is your true online competitor?

Mobile

  • Mobile is the future
  • People are using mobile to do everything they do
  • People are using mobile to access social media platforms
  • Try and understand how your online audience wants to use their mobile devices to interact with you
  • Do you have a mobile strategy – if not you are a little late in the game

Followers

  • Creates relationships
  • More followers the more of an authority or expert you are
  • Gauges you online presence
  • Followers today access internet mainly via mobile devices (see mobile above)
  • Engage, create value content and use hashtags to increase following
  • Learn how to keep followers
  • Learn how to get followers

Engagement

  • Social media is all about engagement
  • More engagement means you get more reach
  • Engagement helps build reputation
  • Learn to respond promptly:
    • People expect businesses to respond on social media and fast
    • Respond even when pulled into discussions

  • You learn from your online audience when you engage
  • Engagement helps to create better brand awareness
  • Engagement sets yourself as an authority in the sector

Creativity

  • Create unique content for social media
  • Adapt content to each social media platform
  • Experiment with user-generated content (UCG)
  • Make engaging content
  • Try humor
  • Tell a personal story – not an advertising story
  • Make sure to create content for mobile devices (see mobile above)
  • Create content to digest on the go – make it simple and shorter

Original content

  • Content needs to be valuable
  • Content needs to be relevant
  • Content needs to be original
  • Content needs to be engaging
  • Images need to be original and high quality
  • Your content is not diverse from other #bigpharma – too cookie cutter
  • Avoid posting same corporate content over and over
  • Vanity content does not work well for #bigpharma

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

#bigpharma needs to start acting like a creator

There is a continuous challenge for #bigpharma to capture online attention. Everything is fast and quick and there is no shortage of content. But #bigpharma if you want to capture attention and engage your content then you need to be producing original content.

What is good creative content?

  • It is engaging
  • Is it original
  • Is it valuable
  • Is it informative
  • Is it relevant or helpful
  • Is it entertaining

What are some of the challenges of creating content?

  • Always creating new and original content
  • Staying within certain topics limits
  • Not having creative free time
  • Following what everyone else is doing
  • Not being unique
  • Risk-averse

Where can you get inspiration for original content?

  • Industry news
  • Listening to online conversations
  • Ask your online audience
  • Medical conferences
  • Asking your colleagues

What new roles or skills are needed for original content creation?

  • An artist
  • A writer
  • A photographer
  • A designer
  • Social media community manager
  • A social media team

Success of content creation also depends on?

  • Data – which is more the marketing aspect
  • Creativity – which is more the artist part