By Brenna Lofquist, Senior Advertising and marketing Marketing consultant / Shopper Providers Operations at Heinz Advertising and marketing
There’s been a whole lot of discuss tendencies for 2023, which we all the time see originally of a brand new yr as a result of, duh. Folks wish to know what the longer term holds and what they’ll probably have to organize for.
My colleague Mina not too long ago wrote a submit on tendencies particular to the Healthcare business and recognized that extra firms are transferring inventive studios in-house. I figured lets increase on that and discuss the best way to develop a content material technique, particularly since transferring inventive in-house can appear daunting and costly, hopefully this places you relaxed (at the very least slightly bit).
What’s a content material technique?
Yet another factor earlier than we dive in to the good things. What’s a content material technique? To place it merely it’s the planning, growth, and administration of content material. The Content material Advertising and marketing Institute says consider a content material advertising and marketing technique as a top level view of your key enterprise and buyer wants, plus an in depth plan for the way you’ll use content material to deal with them.
In my expertise, issues like content material methods, can look very completely different relying on who you discuss to. And that’s okay. There’s a whole lot of selection within the advertising and marketing business and the primary level is to find out which content material technique works greatest to your group. Okay, now lets get into it.
First issues first
Earlier than you possibly can even start to consider a content material technique there’s one thing you must do first. In case you don’t have already got a content material stock, library, no matter you wish to name it, that is the place you must begin. It’s nothing fancy. Create an excel sheet and stock all current content material. You wish to embody some necessary data for every content material asset reminiscent of:
- Funnel stage (prime, center, backside)
- Content material format
- Content material title
- Subject or focus space
When you’ve accomplished this, you’ll wish to conduct an audit of the content material to see the place you may have gaps. This may simply be carried out by creating just a few pivot tables to summarize the variety of content material property by the data listed about. Those to essentially give attention to are target market, funnel stage, and matter or focus space. When figuring out content material for healthcare campaigns or different advertising and marketing efforts, you wish to be sure to have choices throughout the board so that you aren’t delayed since you don’t have content material accessible.
After finishing these two steps, you need to be able to develop your healthcare content material technique.
create a content material technique?
First, in the event you don’t have just a few core matters or focus areas you’ll wish to begin right here. You may as well consider these as themes. To develop themes, I like to recommend doing analysis to determine what’s happening within the business, therefore the Healthcare business tendencies submit.
When you’ve discovered just a few tendencies, try to hyperlink them again to problem messages out of your messaging framework. That is necessary as a result of it robotically creates a connection between the development and the way your product or answer may also help or remedy the difficulty. A couple of examples of healthcare themes are affected person consumerization and personalization of care, built-in applied sciences for a contemporary follow, and the danger of value-based care.
If you have already got core matters or focus areas outlined, you’ll wish to do the identical factor and determine tendencies which you can map to these problem messages. When you’ve accomplished this step, transfer on to the content material (or editorial) calendar.
Content material calendar
The content material calendar goes to take all of those items (content material audit and themes) and mix them to find out which content material to create when. Normally a content material calendar is damaged down by quarter nonetheless, you possibly can regulate it primarily based in your targets and goals. Whereas going by this train you’ll wish to maintain the corporate’s targets in thoughts. Possibly there’s a selected initiative to give attention to reminiscent of personalization of care. If that’s the case, you’ll wish to prioritize growth of content material in that space if it’s wanted.
That is the place the content material audit comes into play. Check out the audit and see what number of items of content material you may have for the subject and what number of items of content material fall through which funnel stage and by target market. In some circumstances, personalization of care is perhaps relevant to sure personas, not all, through which case you’ll wish to filter by the relevant personas. Do you may have any gaps? Or areas the place content material is missing?
Right here’s a state of affairs utilizing the personalization of care instance. Let’s say this matter is very necessary to your Champions (Observe managers) and Influencers (Physicians/docs/suppliers) and when trying on the content material audit you discover many of the content material is for prime funnel, there’s slightly little bit of content material for center and none for backside funnel. That is the place you’d wish to focus your content material growth efforts for the quarter. It’s essential guarantee you may have content material accessible to assist the businesses’ initiatives.
Beneath is an instance template of an editorial or content material calendar. It’s fairly easy, simply fill within the blanks!
You’ll undergo the identical course of till you may have every quarter crammed in and perceive which content material must be developed when. After everyone seems to be aligned, you possibly can transfer on to content material growth.
Content material growth
This step can take completely different kinds, as famous earlier within the submit, work out what works greatest to your group. At Heinz Advertising and marketing when working with shoppers, we put collectively a desk of content material concepts. Concepts vary from internet new to repurposed property, specializing in filling the gaps recognized within the content material calendar. You wish to give attention to the quarter that’s developing, relying on the place you’re at within the present quarter. Content material growth can take time, so be sure to’re giving your self and your workforce sufficient time.
We use a precedence rating to assist shoppers know the place to begin when growing content material. The rating is often primarily based on effort mixed with targets and/or the place the content material gaps are. If we proceed utilizing the personalization of care instance from above, you’d wish to prioritize creation of a backside funnel asset over center funnel. You have already got just a few center funnel property however none for backside funnel, so begin there.
Effort relies upon if the asset is internet new or repurposed. Repurposed content material is simpler to create as a result of you have already got many of the data. An instance of a repurposed asset is perhaps taking a long-form whitepaper and taking the important thing sections and turning it right into a guidelines or infographic. You’re distilling the data into a unique format that may act as a abstract and even lead-in to the longer type asset.
After getting your priorities so as, you can begin creating content material!
You’ll wish to revisit this train as soon as 1 / 4. Healthcare initiatives would possibly change which might affect the corporate’s goals; subsequently you wish to ensure that your content material technique can assist these adjustments. There’s nothing worse than every thing coming to a halt since you understand you don’t have usable content material. So, as you’re employed by every quarter, you’ll wish to proceed growing future quarters within the content material calendar so content material growth efforts proceed.