Consider the prospects’ needs at every stage of the funnel to create engaging health care content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 10, 2020, 5:14 PM UTC

Health care is a highly regulated vertical that needs precise data-driven approach for creating effective content.

Content marketers should provide useful and relevant healthcare content at every stage of the marketing funnel to support customers at each step of their selection processes. Brands can use member data, personas, and other aggregated demographics to segment their audiences and create relevant content to meet their needs.

Businesses should also audit their existing content to find out if it aligns with their business goals and answers audience queries. Marketers can measure content against performance-driven attributes like readability, relevance, among others.

Conducting a SWOT analysis can further help marketers get valuable and actionable information to support their health care content strategies. But, businesses should keep in mind all the stakeholders throughout every stage of their content development process.

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