- May 17, 2015
- Posted by: growth@locutushealth.com
- Category: General Healthcare, Industry Articles
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Interesting business content takes work.
Of course, you can publish another dry whitepaper or formulaic case study about your last great client experience, but it probably won’t gain you a lot of attention, let alone earn you any progress in the area of thought leadership…and that’s because people expect leaders to be interesting. That’s doubly true when it comes to ideas, and (partly thanks to TED), exponentially true when it comes to anything on the Internet.
Here are 5 ideas from Clickz.com to keep your B2B content engaging enough to earn yourealleadership status:
- Lead with personality…If you have a CEO or president (or any other employee really) with an outstanding Internet personality, let it shine.
- Tell behind-the-scenes stories and share insider information that your readers and potential clients might find useful (like your take on attending HIMSS15).
- Step outside of your wheelhouse, and do more than just talk about your products and services. Tie them in, but don’t forget thanyou have to connect with your readers.
- Dive deep. Healthcare content runs deep. You have expertise. Don’t hesitate to explore that on your long-form channels (your blog, LinkedIn, YouTube, etc.).
- Do new things with data. If you’re using data that your competitors have access to, make sure to present information in new ways by adding insight or a spin particular to your specialization.
Featured Healthcare B2B Thought Leader
Content creation in healthcare is slowly getting more interesting, and GE is leading the way.
Their award-winning online publication, GE Reports, takes B2B content through an editorial format that’s so engaging the articles regularly go viral. Read more about what sets their healthcare content apart (and a little bit about a bowel-surfing camera) here.
Content Jumpoff
Your clients expose themselves to many vulnerabilities by working with vendors, and recent news about Siemens being accused of bribing hospitals to purchase expensive disposable products is a good conversation starter, even if your business is services and not products.
Publish a blog or article series discussing assessing need in the area related to your product/service mix, tracking spending, even organizational purchasing and decision-making policies. Make sure to cite the Siemens article, and possibly add an opinion.
Content Tips and Insights
Never underestimate the power of images.
We generally include the option of images in our content creation services, and there’s a good reason for that. Content should always have multiple connection points, and visual engagement is one of the strongest.
Visuals change the way people engage with information. Use that potential to your advantage.