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content marketing

#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

is #pharma creating content in a vacuum



Image by Cindy Lever from Pixabay 

Inspiration for this post comes the tweet below posted during #efpphilly. Why is no one reading your content #pharma? How do you get your content read?

start by asking yourself what do you read #pharma and why do you read it

  • is it from someone you trust
  • is it something that you are interested in
  • does it solve a problem
  • is it funny
  • is it creative
  • is someone asking me a question

are you creating content with a purpose

  • each content piece you create needs to have a purpose
  • to educate
  • to share information
  • to drive engagement
  • to answer questions
  • to developed trust
  • your content needs to provide something valuable
  • do not adapt your advertising to work as content:
    • still treating social media platforms like broadcast, as if people are going to pay attention
    • avoid vanity content

treat your content as an asset

  • quality content can be used over and over again (evergreen content)
  • invest and aim for high-quality content
  • repurposing blog posts – great content can be used in different formats
  • include content as part of your overall marketing strategy

what kind of content does your audience want to see

  • are you listening to your audience
  • are you answering their questions
  • what kind of information are they sharing
  • where are they going for information
  • what are they saying about your content

do you have a content strategy in place

  • content strategy helps in creating content with a purpose
  • content strategy should be part of overall marketing strategy
  • content strategy needs to be updated – social media platforms are evolving all the time 

#bigpharma creating content that you want and that your audience wants

Creating content that you want #bigpharma and that your audience wants calls for a shift in content strategies. You know you have created great content when your audience responds or engages with it. So #bigpharma, you cannot create content just for the sake of creating content anymore you really have to understand what your audience wants.

How do you know what your audience wants?

  • Just ask them
  • What do they want
  • What do they say
  • What do they need from you
  • Which kind of content worked in the past
  • Which kind of content is not working

What are some of the challenges facing #bigphrama in content marketing?

  • Producing engaging content
  • Producing content consistently
  • Producing a variety of content
  • Lack of understanding your audience
  • Lack of integration across marketing, sales, medical, regulatory, legal
  • Lack of budget
  • Lack of priority
  • Being risk averse

What kind of content is #bigpharma mostly producing?

  • Traditional corporate messages
  • Traditional TV Ads (DTC in the US)
  • Press releases
  • Ego content

So how do you strike a balance between creating what you want and what your audience wants?

  • Create content together with your audience (UGC – user-generated content)
  • Use the social media platforms as an inspiration
  • Ask yourself are you solving their problems
  • Ask them to help you pick your topics for content
  • Try to answer their questions
  • Take baby steps in experimenting with kinds of content
  • Test content with a small group of your followers before going all out

Do you need different content for different social media platforms?

  • You do need a specific social media content strategy for each platform
  • Know your audience on each social media platform
  • Different demographics on each platform use social media differently
  • Avoid cross-posting – same content across different platforms
  • Content and format need to fit into the different social media platforms (for example hashtags, tagging)