It’s only very rarely that I tell a client to start a blog, especially if they’re new to content marketing.
Don’t get me wrong. I’m pro blog! But only in the right situations.
Blogs, just like any other piece of content, solve a specific business problem. That’s why, when I’m working with a healthcare tech company, I like to talk business problems as early as possible in the conversation. If we aren’t starting there, it’s almost impossible to get real, quantifiable business results from your content investment. Can you create an impressive presence? Sure, but there’s no guarantee positive ROI is going to follow.
The amazing thing about content though, is that it isn’t just about funnels. You can leverage the right kind of content to address a surprisingly wide range of business problems.
Let’s take a common sales issue as an example.
I talk to quite a few companies who struggle with sales teams that are out in the field, sharing inconsistent messages about products and the overall company brand. While a few conversations with representatives might be in order, you’ll make those talks much more effective by creating a concise, unified sales messaging document for your sales team to absorb and work from.
But it goes so much deeper than that.
The majority of your marketing challenges have a variety of content that you could be implementing as part of a solution.
Check out the infographic below for some ideas next time you want tackle your healthcare tech marketing problems using strategic content.
