What’s hindering your content marketing efforts?
Many health care marketers view content as a powerful engagement tactic, but many struggle to measure effectiveness and to create consistently high-quality articles and videos.
Tandem surveys found that content marketing has become mainstream for health care organizations. In The 2017 State of Healthcare Content Marketing, TrueNorth Custom surveyed mostly B2C health care firms, as did DamoDigital in Content Marketing and the Battle for Attention.
Of the B2C health care firms polled, 69 percent say they already are engaging in content marketing and 17 percent plan to start creating content in 2017.
Why are marketers creating content?
B2C health care organizations say the primary objectives are brand awareness, engagement and patient/customer loyalty, but that the top content creation goal is generating leads:
Developing pieces for a broad range of channels
The researchers found 10 common content types:
1. Social media posts
2. Website articles
3. Videos
4. Digital newsletters
5. Blogs
6. Content for in-person events
7. Print newsletters
8. Digital magazines
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