I have a confession: I truly believe in the underlying meaning of clichés: What doesn’t kill you makes you stronger. All that glitters isn’t gold. Read between the lines. But my favorite is that content is king. To me, the content and the strategy for leveraging it make or break a campaign in a heartbeat. You can have the best survey results in the world, but without a thought through and well-defined content strategy behind it, that survey will not help your business objectives.
For years, I have loved the challenge of determining how we can use the messages in a planned piece for email, visuals, paid placements, microsites, press releases, media interviews, roundtables and more. A good campaign is an integrated one where all of the pieces play off of each other. But how do you even start to plan such a campaign? In my experience, good content strategy that results in a truly integrated campaign follows the same process each time.
- Establish a goal for the content – With any campaign, you need to know what you are trying to accomplish and how are you going to measure success. Are you trying to get new leads? Is your goal to gain share of voice in the media in a new vertical? Do you want potential investors to see how you are filling an industry gap so that they will consider being part of your next round of funding? Once you determine the marketing goals, you can determine what type of content to create.
- Focus on addressing a concern for your target market – With a goal established, you should know better who you are targeting. Let’s assume that you are a revenue cycle management (RCM) vendor that has traditionally been in the hospital space but are now moving in physician practices – this is a fairly crowded market so you need to focus on cutting through the noise. To do that, you know that physicians want more information about time to collections and data on the increase in patient self-pay and how that is impacting their bottom line. This will be the central theme of your content.
- Define the seminal piece of content that you will create – If we continue with the RCM idea above, you may create a survey about the impact patient self-pay has had on the bottom line for physician practices. Then you can create a report on the results that leverages visuals and analysis. It is critical to understand what the first piece of content you will create will be – you will need to focus on creating that so that other content can spin off it easily.
- Let your imagination go wild with how you can use that content – Now that you know that you are creating a report based on survey results, take time to think through how it that will be further leveraged. In addition to the traditional press releases and byline articles about the results, some potential options include:
- Media interviews with embargoed pre-pitching to key media so that you generate a buzz
- Email campaigns to potential leads to show the data that you have collected
- Sponsorships on industry websites – this could include “gating” a version of the content to get new leads (people interested in the content provide their name and contact information to qualify for access)
- Paid digital ads that point back to your website for further leads – using Google ads, LinkedIn promotions and more, you can accurately target prospects who may be searching for your content
- An interactive microsite that highlights the data that can drive retargeting efforts
- Layout a timeline of when all the content can be created and disseminated – Once you confirm the exact content you will produce, it is time to create a development and dissemination timeline. At the launch of a campaign, you need to know exactly when content will launch – this would include the seminal piece and the initial promotional pieces such as a press release, social content, email blasts. You can then divide the paper into snackable visuals and create infographics, articles and sponsored content so that can continue to capture leads. The goal will be to continue to provide fresh insights or analysis of the data that will encourage people to download the paper and fodder for the digital team to use for paid marketing. But you must have a calendar of when each piece and each channel will be engaged to keep the campaign on track.
- Measure, measure, measure – As you did in the beginning, you should have established how you will measure success. Whether that is new leads, greater share of voice or other metrics, you need to start measuring sooner than later so that you know what channels are or are not working. So set a standard process for reviewing metrics and making tweaks to the entire plan.
By following these steps, you will be well positioned for a strong integrated marketing campaign that leverages the value of your content and thought leadership.