High-converting content assets help you acquire customers at the lowest possible cost.
Content marketing is defined as “a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action” (Content Marketing Institute).
This encompasses a wide variety of content (both digital and non-digital), including webpage content, videos, podcasts, books, and blog posts. Having strong content is essential to acquiring customers at the lowest cost possible. In terms of money spent, content marketing is three times more effective than traditional marketing (Demand Metric).
Opting for digital content marketing as opposed to non-digital provides the opportunity to track audience engagement and conversion rates, and is significantly less costly. Among healthcare organizations, the shift toward a digital content marketing strategy is apparent.
The top five content marketing tactics used by healthcare organizations, as documented in the 2017 State of Healthcare Content Marketing report (True North Custom) were as follows:
- Social media content.
- Website articles.
These digital content marketing tactics significantly outranked once popular tactics, such as print newsletters and in-person events. The rate digital content is being published is also at an all-time high. In 2017, an estimated 60% of healthcare marketers published at least one piece of content each day (eMarketer).
To remain competitive as a healthcare company, having compelling digital content is a crucial marketing strategy. The most success companies will create high-quality, valuable content on a regular basis and utilize a variety of content marketing tactics.