7 GOLDEN RULES FOR CONTENT MARKETING IN PHARMA

Rules are meant to be broken, right?

Rules are meant to be broken, right? Wrong!

As with other business disciplines applied in the pharmaceutical industry, content marketing has some golden rules you should follow if you want your pharma marketing activities to succeed.

GOLDEN RULE #1: FOCUS ON THE CUSTOMER’S NEEDS

It’s not about what you do; it’s about what it does for your customer.

It’s not about what you do; it’s about what it does for your customer.

Benefits vs. Features.

Don’t fall into the trap of creating pharma content that promotes how

fabulous you are to your target market.

Nobody will believe it or even care. Focus on what your customer needs and how you can address them to help them find the solutions they want.

GOLDEN RULE #2: BE PREPARED

Just like the Girl Scouts, you need to be prepared to enter the world of content marketing in pharma.

Just like the Girl Scouts, you need to be prepared to enter the world of content marketing in pharma. Nothing happens by itself!

To make your efforts succeed, create a content

plan to provide material that fulfils specific

goals.

It could be increasing your followers on social

media platforms or increasing brand awareness to

building your mailing list or researching your

customer base needs.

Then follow your plan to improve your chances of achieving your content marketing goals.

GOLDEN RULE #3: SKIP THE SALES PITCH

Content marketing is all about being helpful.

Forget trying to sell products and services – that’s what advertising is for.

Think of it this way: if you met with a client in person,

you wouldn’t launch right into “buy my product,” would you?

Of course not; you’d spend time trying to understand their needs and providing advice on how best you can help meet them.

So do the same with your content!

GOLDEN RULE #4: TAKE YOUR TIME

Marketing is a long-term investment, so don’t

expect results overnight.

Not even expensive advertising campaigns

produce sales in a matter of days or weeks, and

content marketing isn’t any different.

Create a strategy to implement over a year and after six months, evaluate

to see how well you’re doing against the goals.

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

or you’ll have wasted all the cost and effort you put

into it up to that point.

GOLDEN RULE #5: SEO IN MODERATION

Keyword stuffing went out with 2013.

So, while we understand that one of the main points of content

marketing is to get f und in search, it doesn’t mean you should over optimise your

material.

In fact, that can result in penalisation by Google, which won’t help you to achieve your goals. To make your SEO efforts work, use best practices such as headings, tags and minimal use of well-researched keywords.

Focus on making your content a quality resource for readers rather than trying to ‘game’ the search engines.

GOLDEN RULE #6: MAINTAIN QUALITY. ALWAYS.

Google is particularly good at weeding out poor quality content, with its algorithm set to identify material that contains…

¥ 10% or more duplicate text with anything else online.

This includes other pages on your site, so avoid using common footer text and copying over paragraphs.

¥ More than five consecutive words that are duplicated elsewhere, more than once or twice.

¥ Poor spelling and grammar, or the use of technical jargon that doesn’t speak to the average reader.

¥ Too many images, or too little text for the number of images.

Use easy-to-read layouts, simple language and an image or two. You will get much better results with this approach than you would by producing university-level treatises.

GOLDEN RULE #7: DON’T GIVE UP

See Rule #4. It doesn’t happen overnight, so don’t get discouraged. Publish regularly and often; stick to your quality standards; build trust in your brand and engagement with your readers. Above all, don’t give up!

Measure, track and tweak your results to improve your content marketing

performance all the time.

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