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.
In 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.
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