The golden rules of content marketing for pharma

THE GOLDEN RULESFOR CONTENT MARKETING IN PHARMA

Rules are meant to be broken though, right?

WRONG.

Content marketing does have some

GOLDEN RULES

that you should follow to create a successful

campaign.

01

FOCUS ON YOUR CUSTOMERS NEEDS.

01

It’s not about what you do.

01

It’s about what it does for your customer.

01

BENEFITS

VS.

FEATURES

Don’t create content that promotes how great you are.

01

No-one will care.

01

Focus on what your customer needs and how you can help them find the solutions they need.

01

02

BE PREPARED.

02

Create a plan to provide material that fulfils specific targets.

02

Perhaps you want to build your mailing list through brand awareness

02

or increase your followers on social media?

02

or research your customer needs?

02

03

03

SKIPTHE

SALES PITCH.

Content marketing is all about being helpful.

03

Forget trying to sell your product or service – that’s what advertising’s for.

03

If you met with someone in person, you wouldn’t launch right into “buy my product,” would you?

03

Spend your time trying to understand their needs and providing advice on how you can help them.

03

04

04

TAKE YOUR TIME.

Marketing is a long-term investment, so don’t expect results overnight.

04

Not even expensive advertising campaigns produce sales in a matter of days or weeks.

04

Create a strategy to implement over a year and after six months, evaluate to see how well you’re achieving your goals.

04

Don’t give up just as you’re starting to make headway.

04

05

05

GO EASY ON THE SEO.

One of the main points of content marketing is to get found in search.

05

That doesn’t mean you should over optimise your material.

05

In fact, that can result in penalisation by Google.

05

Use headings, tags and as well as a small number of well researched keywords.

05

Make your content a quality resource rather than trying to ‘game’ the search engines.

05

06

06

DON'T GIVE UP.

It takes time. Don’t get discouraged.

06

Publish regularly and stick to your quality standards.

06

Build trust in your brand and engage with your readers.

06

MEASURE

TRACK

AND

TWEAK

REGULARLY

to improve your content marketing

performance.

Inspiring audiences. Motivating change. Thinking beyond. We’re a full service medical communications agency with a focus on changing behaviour.

www.wearecouch.com