Content is the foundation for most marketing campaigns. Marketers are therefore under constant pressure to create content that converts. It turns out that long-form content: eBooks, whitepapers, and webinars continue to be top performing assets for B2B healthcare marketers. But what content are we overlooking? What pitfalls should marketers avoid when creating content? We convened a panel of experts to find out.
Stellar Panel
To get advice on content, we turned to 4 experts from the HITMC Community:
Sarah Bennight – Director, Marketing at Stericycle Communication Solutions- Lea Chatham – VP, Marketing at Gozio Health
- Marnie Hayutin – Founder & President at Hayutin Creative
- Matt DiVenere – Senior Content Producer at naviHealth
…and let me tell you, they didn’t disappoint. They shared a ton of amazing tips and practical strategies for creating content that converts.
Webinars Still Work!
Bennight kicked off the panel by stating that for her organization, webinars remain the top lead generator when it comes to content. Yes, there is a bit of burnout when it comes to sitting in front of a computer and watching people talk, but if the content is valuable and delivered in an engaging way, it still converts.
For DiVenere, snackable content is what is converting at the moment. Quick, easy to consume, and to-the-point is what people are clicking on – whether that’s a video, blog post, or social post.
Chatham shared that surveys are her top converting content. “I have consistently found over the years that a thought out, well executed survey is one of the best tools for converting. It doesn’t have to be a big paid survey. You can dig into your own data. As long as the data is good and the story behind the data is good, it will work.”
Match Content with Your Goal
Hayutin reminded us all that the best converting content isn’t necessarily a particular type but rather the one that best matches your marketing goal so that “You aren’t writing a thought leadership piece and expecting to gate that and use it for lead generation.”
She also pointed out that despite what executives may think, content is still read by actual people. It’s not all about SEO. Hayutin recommends that you keep that in mind as you write articles and posts. “It’s all about connecting people with people”.
Watch the full interactive session and learn:
- What tools can help accelerate your content creation
- Why podcasts may be better than video for certain audiences
- How important it is to recognize topics that may be “tired”
- Where content can help accelerate the notoriously long healthcare sales cycle
- Who are good partners for content syndication
https://swaay.health/hitmc-panel-content-that-converts-like-a-champ/
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