Content Strategy for pharma: Maturing your approach in 2016
In this article, Consultant Adwoa Baah and Content Marketing Manager Liz Inskip take us through three things pharma can do to improve content strategy maturity within their organisations in 2016.
Content isn’t new.
It’s something that the industry has been talking about for several years now,
and the phrase ‘Content is King’ has been around for what feels like aeons.
However, the way that many pharma and healthcare brands think about content
strategy – the creation, management, storage, and governance of content –
hasn’t matured in quite the same way as their multichannel
marketing strategy has. And with multichannel marketing
has come a common adverse event – channel stuffing to get around a lack of
relevant content. In this article, Consultant Adwoa Baah
and Content Marketing Manager Liz Inskip
take us through three things pharma can do to improve content strategy maturity
within their organisations in 2016.
1. Define what content strategy is in your company
“Content Strategy” can take many different
forms, so what’s important first and foremost is that you take a look at how
your brands currently work with content. If yours is like most companies, there
won’t be an organisation-wide process in place. It will be down to individual
brand teams to decide how they create, distribute, manage, and govern their
content. This might work for some teams, but ultimately, you’ll want to ensure
that there are best practice guidelines that teams can turn to.
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