Great marketing advice, relevant to pharmaceuticals and medical devices, presented in Digitalks latest webinar.
Key points:
Successful marketing involves pulling people into your ecosystem, and the best way to do this is through content.
The optimum content-led marketing ecosystem has customers at the heart and includes strategies around Thought Leadership (ie what conversations do you want to lead, not just follow) using a consistent narrative.
Content marketing costs 62% less than traditional marketing and generates 3 times as many leads.
While paid media wins at reach, owned media is superior in terms of quality interactions that can be delivered in a sustainable fashion. Earned media (coverage, chatter, sharing of content) success online requires paid and owned media in place. Integration of all channels is necessary to get maximum
benefits.
The process to embed content-led growth involves: Diagnosis of the problem and opportunity; Definition of target tribes, outcomes and priorities; Validation and generation of hypotheses; Development and embedding the strategy; Execution.
Emotional campaigns yield stronger long-term business effects and are more profitable. Content lends itself to this storytelling.