Content Marketing Tips and Predictions for 2021 from Content Marketing Institute Founder Joe Pulizzi

by | Feb 18, 2021 | Content Strategy | 0 comments

As the founder of Content Marketing Institute, Joe Pulizzi helped define and advance the discipline considered essential to modern marketing. Here are his content marketing tips and predictions for 2021.

Content Marketing Institute Founder Joe PulizziIn this excerpt from our Health­care Insight for Mar­keters pod­cast, Joe Pulizzi shares con­tent mar­ket­ing tips and pre­dic­tions to help health­care mar­keters dri­ve engage­ment and growth dur­ing the pandemic.

Every orga­ni­za­tion only has so much con­tent ener­gy. We’re in the gold rush where everybody’s try­ing to build an audi­ence. The prob­lem is every business—including health­care— thinks they have to be on Twit­ter, have a blog, launch a pod­cast, start a Tik­Tok and every­thing else. What hap­pens is they become mediocre, at best, in every one of those chan­nels. We have to focus on being great at one or two chan­nels first.

Find your con­tent tilt. What’s the area of dif­fer­en­ti­a­tion from a con­tent per­spec­tive where you can actu­al­ly break through all the clut­ter? We call this the “tilt” because the audi­ence has to tilt their head and look at that sweet spot a lit­tle dif­fer­ent­ly. For exam­ple, rather than focus on con­tent for “cloud com­put­ing” where you might have 2,000 com­peti­tors, con­sid­er “cloud com­put­ing for health­care mar­keters who live in India and work for com­pa­nies of 10,000 or more.” That’s the type of sweet spot you need from an audi­ence stand­point so you can close the win­dow and have a dif­fer­ent voice. Then you can start com­mu­ni­cat­ing con­sis­tent, valu­able, rel­e­vant con­tent to that audi­ence and build on that.

There’s tremen­dous oppor­tu­ni­ty for health­care mar­keters. There’s so much mis­in­for­ma­tion out there and you have peo­ple not believ­ing any­body — but they trust their physi­cian or hos­pi­tal net­work. How­ev­er, health­care orga­ni­za­tions are often way too broad with their con­tent. I’ve often seen the same blog post on mul­ti­ple hos­pi­tal web­sites and even med­ical equip­ment sites. If it’s all the same, it doesn’t make an impact. I would focus on being spe­cif­ic and not try to boil the ocean. Like Kevin Kel­ly says, find your 1,000 true fans. Be great to one small group of peo­ple first. For health­care orga­ni­za­tions, I would rec­om­mend being like the Huff­in­g­ton Post where you have dif­fer­ent con­tent ini­tia­tives tar­get­ing very small groups of peo­ple, rather than one large ini­tia­tive that nobody’s pay­ing atten­tion to.

Pick one spot in the cus­tomer jour­ney to be awe­some. As mar­keters, we want to have great con­tent at every moment in the jour­ney when­ev­er buy­ers are mak­ing a deci­sion— but that’s unre­al­is­tic. You’re nev­er going to make that hap­pen as the jour­ney is con­tin­u­al­ly chang­ing. Just find one lit­tle spot where you can be awe­some and go from there.

There’s huge growth in email right now. Peo­ple are final­ly real­iz­ing that social media chan­nels are rent­ed land—we don’t con­trol our con­nec­tions, our fol­low­ers or our data on those chan­nels. If you’ve built an audi­ence on a social media chan­nel like Insta­gram, you have to have a rent-to-own men­tal­i­ty where you can move that audi­ence over to some­thing that gets you an email address.

Club­house is a lit­tle strange—but worth explor­ing. If you’re not famil­iar with the new social media app called Club­house, it’s like lis­ten­ing in on a live pod­cast. Right now, you’ve got a lot of tech investors, tech mar­keters and side hus­tle peo­ple dom­i­nat­ing the con­ver­sa­tion. Once you find peo­ple to fol­low, it actu­al­ly starts mak­ing sense. Per­son­al­ly, I would rather focus on hav­ing an amaz­ing pod­cast. If you’re a health­care mar­keter won­der­ing what to do with Club­house: Iden­ti­fy an expert or thought leader who is real­ly good at pub­lic speak­ing, some­one you can build your brand around, and have that per­son test Club­house. Give it a month or two and see if it works for them, then move on if not.

Listen to the full interview!

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