More of life is moving online and your digital health technology prospects are spending more time with content and less on interaction. The landscape changes so quickly that prospects are hungry for a constant stream of content to serve them in every stage of their buying journey.
But creating content can take a lot of time and effort. How do you keep your digital health content funnel full when you have limited time and resources? Read on for ideas and tips on how to get more ROI from one piece of digital health marketing content.
The Content Challenge, and Why it can be a Love/Hate Relationship
Great content is the best fuel for a successful marketing campaign and strategy. You’re telling a story that your prospective buyers identify with, that can turn them into customers. But there are a lot of steps to creating a great piece of content:
You’re exhausted, and it’s time to start the cycle again.
But what if you could create a piece of content, find great ways to repurpose it, and use it many more times, like a great meal that produces a stream of leftovers and snacks?
Best Practices for Your Source Content
The first step is creating a great piece of core content by keeping these best practices in mind:
Now that you have that excellent piece of content, let’s find out how to heat up those leftovers.
Microcontent Is Where It's At
In today’s world of competitive attention to online information, you have a very small window in which to get a message to your reader. Some say it’s as little as 8 seconds. Hello, microcontent.
Microcontent is text, images, audio, or video that can be consumed in less than 30 seconds.
You can use microcontent to disseminate a complete, short message, or as a teaser to bring readers to a longer piece.
Examples of microcontent:
Microcontent is particularly useful in social media, where you have limited space and a very brief time with your reader.
Two Examples of Digital Health Content Repurposing
Example 1: A Video Interview with a Subject Matter Expert Generates Material for Multiple Content Streams
Did you interview one of your executives, a partner, or customer on video? Perhaps you set up a pop up filming booth at an industry conference, had to create this for an upcoming virtual conference, or used it on your website to create compelling web content. Fantastic! Thanks to this one video interview, you now have multiple assets:
Example 2: An Internal Marketing Campaign Can Turn an Interview Series or Webinar Into a Great Relationship-Building Tool
Digital health leaders are great interview subjects and getting their thoughts on current industry trends, recent regulatory guidance, or best practices for technology deployment makes for high-value, compelling content.
A great way to fuel your internal marketing efforts and build great relationships at the same time is to invite customers or partners to participate in an interview series or webinar. This one piece will provide source content for loads of microcontent.
Consider fueling your content strategy through conducting an interview series with:
Talk about a win-win. You get great content, they get great content, AND you build a great relationship along the way.
Microcontent Tools to Make Your Job Easier
Don’t have a lot of internal design or media resources? Don’t worry. There are tools that can help:
Three Steps to Take Away
Keeping your content funnel full of great digital health marketing content doesn’t have to be an all-consuming chore. In fact, it’s really this simple:
Put this plan into action and conquer content in no time.
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