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)