Posts Tagged ‘medical device marketing’
First off, Happy New Year!
I hope you had a great holiday season and are now ready to kick some content marketing butt in 2015!
Second, take a deep breath because truly effective, compelling content marketing isn’t for sissies. It takes a strong, innovative leader (that, hopefully, would be you), a willingness to strategically plan, execute that plan, and measure it so you can figure out where/how you need to tweak things in order to improve.
So brace yourself – we’re about to go deep into the bowels of content marketing. (Sorry, that’s kind of a gross analogy…)
* Special note: The information you’re about to read was originally laid out in a post titled, “Start Your 2015 ‘Up-My-Game’ Plan for Content Marketing” by Jodi Harris, who is the Director of Editorial Content & Curation at Content Marketing Institute (CMI). She definitely holds true to her job title because the article is essentially a comprehensive curation of numerous posts that CMI has previously published. I think she did an excellent job on the article, however, it is a TON of information. So my post here is really giving you the important nuts and bolts of her article – not just re-post what she wrote. Should you have the time and be so inclined to do so, you can read her full article here.
Keep in mind that while industry advances, changes, and opportunities will always be shifting, the process to developing marketing content that will positively impact your company and your customers stays pretty consistent year after year. So if you can nail down this process, it’ll likely make your job less overwhelming, more efficient, and definitely more productive.
As Harris notes, the most successful marketing people seem to have one key thing in common:
They developed a content marketing strategy to guide their ongoing efforts.”
Here are some resources she provides to help you cover your basis.
Develop a Strategy
- How to Develop Your Content Marketing Strategy
- Overcome the Fear of Building a Content Marketing Strategy
- Getting Organized. Lay out all your content (on a spreadsheet, a white board, something) so you have a clear picture of what you’re working with and where you have holes in your content.
“Optimize” Your Content Marketing Plan
- Reinvigorate Your Stale Online Content Marketing
- Ask yourself new questions. For example:
7 Thoughts That Will Change Your Content Marketing Strategy
- Scale Your Content Marketing Strategy
Make Specific Goals
- Use The 3 ‘Cs’: Curated content, Context, Conversion
- Determine how your content is going to help drive revenue
- Figure out how you’re going to measure success (e.g. Google Analytics)
Obtain Data, Use it
- 6 Steps to a Data-Driven Content Marketing Strategy
- How to Use Data to Improve Your Content Marketing Strategy
Put the Right People and Processes in Place
Here’s the thing about content. It’s not something that you, the marketing point person, can do alone. You might be a writing wiz, but there just aren’t enough hours in the day for you to develop a marketing plan, manage it, conduct all the research, write all the necessary content, curate all the content, design it, distribute it, and measure it’s effectiveness. You might be a marketing superhero, but you need a team.
- Build A Go-To Team That Can Conquer Any Content Marketing Challenge. This includes a copywriter, designer, internal stakeholders willing to contribute to content, a list of subject matter experts, a social media point person, and an analytics expert.
- How to Find the Right Writer for Content Creation
- Tap Into the Content Creators Within Your Organization
- Build a Successful Editorial Plan
- Create an Editorial Calendar
Create Compelling Content
Your customers and clients have a voracious appetite for valuable content. So in order to keep them engaged with your company and earn their trust, you must give it to them. Not doing so could sabotage your company’s sales and production efforts.
While your copywriter and internal support team can help you come up with good ideas for content, as the marketing person, the buck stops with you. It’s daunting, I know. Fortunately, there’s help!
- The Great Content Checklist: Tips, Tools, and Examples
- A Quick Exercise to Find Big Ideas for Your Content Marketing Strategy
- The Content Marketing Pyramid: Create More With Less
- New Data: Mix Types of Content for Successful Content Marketing
- A Guide to Creating Content in the Formats Your Audience Loves
- 9 Content Curation Ideas for Bulking Up Your Editorial Calendar
- 3 Strategies to Stand Out From the Content Creation Crowd
- Ideas to Spark Your B2B Content Marketing Imagination
Incorporate Visual Content and Design
- Have your content professionally designed. This doesn’t have to cost you an arm and a leg. For example, 99Designs connects passionate designers with customers who need quality, affordable design services.
- Use Visual Content to Engage Your Audience: 9 Tips and 25 Examples
- The Visual Content Inspiration You Need: Standout Examples
- How to Create Visual Content with this Simple, Dirt Cheap Tool
- 3 Ways to Improve Marketing ROI with Video Content
Measure Your Content Marketing
- One Key to Content Marketing Measurement Success
- Measuring Marketing Effectiveness: Find Out if Your Content Converts
- 6 Ways to Measure B2B Content Marketing Performance
- Finding the Right Content Marketing Measurement Tools: Expert Advice
- A Simple Plan for Measuring the Marketing Effectiveness of Content
Get Your Content in Front of the Right Audience at the Right Time
- A 3-Pronged Plan for Optimizing Your Online Content Distribution
- Publish Content Where It Will Reach Your Target Audience: 3 Key Steps
- Thought Leadership Strategy: A 3-Step Framework for Influencer Outreach
- Combine Earned and Paid Promotion
- Finding Potential Content Publishers: A 3-Step Outreach Process
- Blog Content: The Future of Guest Posts and Date Stamping
As a marketer, you have a challenging job. Fortunately, you don’t have to figure it all out by yourself. There are a TON of smart, savvy content marketing people out there who have great ideas, insights, and strategies to help you successfully do your job. If you’re ever feeling lost or overwhelmed, I encourage you to go to the Content Marketing Institute’s blog and search for the topic or issue that is stumping you. You’re bound to find it, along with helpful, step-by-step answers.
Good luck in your 2015 marketing efforts. And should you need help writing some of the content you’ll need to develop, give me a call!
To contact me, just go to www.LenoxPowellCopywriting.com.
“You can’t start the change unless dare to be different.”
~ Toba Beta
Even when I’m provided with a detailed creative brief and explicit instructions from a client, I still conduct my own research so that I can develop content that will set my client and their company/product/services apart.
I’ll be honest – in the world of medical technology and services, this is not an easy process. Usually after 30 to 60 minutes of focused research, I’m cross-eyed, have a slight headache, and am ready for a nap! Why, you ask? Because I’m having to wade through incomprehensible jargon, company-focused content, and what I refer to as “me too” messaging.
“Me too” messaging is content that says the same thing as what everyone else is saying Read the rest of this entry »
Can you believe it? Fall is here once again!
I’m still trying to figure out where the Summer went …
So now that Fall is in full swing, are you on the right track to achieving your content marketing goals before 2014 wraps up in 3 months time? Or has your progress stalled with all the inevitable interruptions of life and business?
If it’s the latter, just know that you are not alone. Creating effective, compelling, relevant, customer-centric content requires a LOT of time, effort, and work. It’s also not something that can be done alone.
Even if you are an excellent writer and strategic marketer, the sheer amount of content that needs to be produced in order to establish your company’s thought leadership and expertise, generate leads, nurture those leads, and offer value to your target audience requires a team effort.
So how do you find that content creation team? Read the rest of this entry »
Last week I wrote about three strategies that savvy, productive medtech marketers incorporate in their marketing mix.
This post will explore three more noteworthy techniques to help you reach your customers, engage with them, and win their business.
If you’re a medical technology marketer who is serious about ensuring your medical technology company is perceived as a leading industry expert, then it’s time to get serious about serial content.
Serial content, when done correctly, can leave your prospects wanting you to “tell them more”–more about your company, products, solutions, services, etc.
Ideally, your content should address a problem faced by your prospects and customers and provide solutions to how to solve them. By delivering these problem-to-solution themes serially you:
- Simplify the challenge of developing content with limited resources.
- Help your Medtech company be seen as a reliable resource for specific expertise.
- Strengthen your company’s credibility.
- Increase search engine optimization (SEO) for keywords and phrases.
- Establish thought leadership and develop your company’s recognition.
- Pass along value that expands your reach and depth.1
Here’s a (slightly modified) model of author Ardath Albee’s (eMarketing Strategies for the Complex Sale) problem–to–solution content series: Read the rest of this entry »