But tools, kiosks, and the content that powers them are not always designed to help us make complicated decisions. It’s frustrating when digital tools built for efficiency don’t start by understanding who we are, what we want, and what we really need. That’s the role of content marketing strategy: to guide marketing activities through an understanding of people and their content needs.
However, in heavily regulated industries such as health care, finance, defense, and pharmaceuticals, content marketers must first navigate compliance before they can start anticipating people’s needs and produce helpful content. Unfortunately, compliance with legal requirements has held back many marketers. In this post, I will take a closer look at health care marketers who are significantly behind in the amount of content they create.
According to research from the Content Marketing Institute, health care marketing is at least two years behind most industries. The research points to health care’s over-reliance on traditional printed content as well as the slow adoption rate of digital content in the form of blogs and case studies. This leaves people to make important decisions about health care without all the information they need to properly evaluate their options.
It is important for marketers to be able to overcome compliance challenges, because the costs of not building customer relationships through digital content are too great to ignore.
According to a Pew Research Center Internet Project, 72 percent of Internet users say they looked online for health information within the past year. This reliance on search underscores the importance of SEO across industries, as the initial search is a key step in the journey toward making a medical decision.
While there may be more hoops to jump through when developing a health care content marketing strategy, forward-thinking providers are overcoming those obstacles and successfully putting their audience first. The following two institutions have pioneered the content space within their industries:
If you are a marketer facing compliance challenges in a regulated industry, contact Skyword today to learn more about building customer relationships through content marketing.