It is estimated that the average American is subjected to over 3000 advertisements a day. As such, even the most quality written content, or effective strategy can get dusted off to the wayside or buried in the vast array of information circulating throughout the internet and through other means of media distribution. Even companies with an astute understanding of the various variables associated with this aspect of their business, like that of Search Engine Optimization find themselves inflicted by this harsh reality of a constantly evolving market.
So, what can one possibly do in order to ensure that their enterprise doesn’t fall victim to this dog-eat-dog ensnarement, and in so doing, overcome the obstacles posed by creating for an efficient content strategy for their business? The following will act as a didactic in-depth comprehensive guideline to answer the said inquiry, providing an overview of what is and what is not working in terms of content strategy in the year 2019, especially in the context of the medical industry.
The Overall Significance of Marketing Analytics:
According to Combo App, it cannot be emphasized enough how crucial a role marketing analytics play in boosting the performance of a businesses content strategy plan. When leveraged correctly, the multitude of analytic tools and services available provide businesses with incalculable advantages that can potentially place them a step ahead of the competition.
The most painstakingly obvious advantage of data-driven marketing is found in the fact that it provides a company with information pertaining to various different data-sets ranging from what is trending within a given niche market to the behavior of a target group and their interaction within a marketing campaign. Consequently, this pertinent data allows marketers to develop a personal experience for their customers, which in turn, builds long lasting interpersonal relationships with them, increasing brand loyalty in the process.
Examples of these kinds of technologies are far-reaching, especially when considering the industry that a given business is part of. They include but are by no means limited to the likes of Google Analytics, Sprout Social, or in more advanced cases the analytics tools offered to businesses by IBM with IBM Cognos Analytics and IBM SPSS Statistics. With the aforementioned analytic services, companies can track anything from the number of unique viewers or traffic that their websites receive to running visual diagnostics of various trends circulating through the differing social media platforms.
Ignoring Data and Consumers:
In retrospect, even the most sensitive, detailed, and insightful analytics can be reduced to nothing if certain factors are not taken into consideration. While the substantiality of marketing analytics is extremely essential in terms of gauging what works in content strategy, this is, for lack of better words, useless, if the data of the potential consumer or audience is left ignored.
In their article, Most Common Health Startup Mistakes – and How to Fix Them, by Andreea Ciulac, Healthcare Weekly identifies this problematic issue in its relationship to content marketing. The point that is emphasized is that great or successful medical businesses understand the value of customer retention metrics in an attempt to optimize their overall customer lifetime value, or CLV. These companies stand out above their opposition in their ability to play a type of long game that goes beyond considering single transactions, viewing instead the totality of forming long-term relationships.
In addition to this topic, Healthcare Weekly goes on to highlight the fact that it is the startups that are incorporating different types of analytic software that are thriving in their respective fields. Again, this point of how costly a mistake it is to ignore analytics and the consumer is further stressed in how these different forms of data allows companies to pick up on new behaviors and trends as is found inherently in their customers, making it a serious point of interest by possible investors.
The Authority on the Matter:
While discussing the most important aspects of marketing strategy within the medical field in 2019, Digital Authority recognizes content marketing as one key area with tremendous implications and turnover potentiality. Digital Authority boldly asserts how both content marketing and a combination of educational information is arguably the best way for healthcare organizations to attract patients and customers.
Further dissecting the issue or scrutinizing the issue like one would examine an organism under a microscope, Digital Authority goes on to mention their belief that every healthcare company should view themselves as media company first, above all other priorities to address this need. This philosophy of sorts stems from the fact that in our current epoch of human history, we are constantly catering to how we live in a world where our audience or customers access the internet on a daily basis to interact and learn about the different vendors available for similar products to meet their personal needs. It is for this reason that Digital Authority Partners feels that it is of utmost significance to have a strong content marketing strategy to make sure that a company fighting to maintain its place or make its way into the world of healthcare gets its message heard.
Digital Authority goes on to expand and elaborate on this topic of interest by asserting that a healthcare company’s content should not be simply limited to their organization’s webpage. Viewing each outfit as a media company above all things else, they go on to point out how important it is to branch out and create a strong social media presence by simultaneously creating for quality content via such mediums as Facebook, Twitter, Instagram, Snapchat, and LinkedIn, just to name a few.
To summarize, content strategy is a critical aspect for any business, regardless of its size. For an optimal experience, it is crucial to invest in the countless number of available marketing analytics tools in order to bolster your company’s platform in this regard. However, be cautious of ignoring the data that these products yield and take the time to craft a strong content marketing model that reaches out across all available online sources.