Home / Internet Marketing News / Break Free B2B Series: Emily Thompson on the Power of Content Marketing in Health Care

Break Free B2B Series: Emily Thompson on the Power of Content Marketing in Health Care

Break Free B2B Interview with Emily Thompson

Break Free B2B Interview with Emily Thompson Trust is the linchpin of modern marketing. It plays a crucial role in every vertical, industry, or niche. But nowhere is trust a more essential crux than in health care, where the personal stakes are immense. “We’re in an industry where, you know, it’s serious,” says Emily Thompson in her interview for Break Free B2B. “This is about people’s health and well being, and a lot of times people get very nervous — they’re scared, they’re sick.” As a Boston-based freelance writer and content strategist who primarily focuses on the health care sector, where she has worked with a wide variety of clients ranging from startups to enterprise, Emily acutely understands the impactful nuances of messaging. She says seeing things from the other side — as a first-time mother who frequently sought information online — helped her develop a more empathetic view. She incorporates this into her craft, creating patient-focused copy designed to build trust and confidence, and offers valuable insight for B2B marketers everywhere. In the interview, she shares some tactics and techniques that are being used effectively in her industry to achieve this rapport, from smartphone apps to user-generated content to data-driven personalization and beyond.  [bctt tweet=”Research says that 93 million Americans have searched for a health-related topic online. So If we know people are going online, we have to be there too. @BosCreativeCopy #HealthcareMarketing #BreakFreeB2B” username=”toprank”] Watch my conversation with Emily below, and let her experiences and perspectives help guide you toward building healthier relationships with your B2B customers. 

Break Free B2B Interview with Emily Thompson


If you’re interested in checking out a particular portion of the discussion, you can find a quick general outline below, as well as a few excerpts that stood out to us.

  • 03:46 – The emerging focus of content marketing in health care
  • 07:05 – Big data in health care marketing
  • 09:42 – Responsible data usage and personalization in health care marketing
  • 12:35 – Leveraging traditional and emerging channels in health care marketing
  • 13:42 – Counterproductive mindsets in health care marketing
  • 16:14 – User generated content in health care
  • 19:55 – Challenges that span across industries
  • 22:17 – Rising demands from patients for digital 24/7 access

Nick: Can content marketing build trust in the patient care continuum? Emily: That’s really what, to me, content marketing is all about. It’s building trust with the consumer, whether that’s a patient or a referring physician. And, I think that … when an organization can deliver strong content that helps inform people, it only builds that trust. And if you think about the patients that are watching, often they’re frightened, they’re overwhelmed, they don’t know where to go. And so there’s just a lot of opportunity in health care for marketers to really rely on content to help them build that trust. When an organization can deliver strong content that helps inform people, it only builds that trust. @BosCreativeCopy #BreakFreeB2B #ContentMarketing #healthcare Nick: Transparency is key in managing health care data. How else can marketers benefit the health care system?  Emily: I think it comes down to messaging too, and if you make sure that your content is ultimately really helpful to the consumer. So, for example, I was on these apps [after giving birth to my son], and I was being served up a toy that might work for my son in his age and developmentally where he was at. Or food — we were struggling with a type of formula or milk that would be good for him.  Ultimately, people just want information that’s helpful to them. It helps calm them down whether they’re nervous about their health information or they’re, you know, a new mom. It’s hard to be frustrated when an app is using information about myself that is ultimately benefiting me, helping me out. Nick: Is there anything that stands out to you as a real opportunity for marketers, and specifically those who are working in the B2B space, to break free of something that might be inhibiting them? Emily: Yeah. Break free from fear. I think that health care can be a very conservative market. And, you know, to be fair, there are reasons for that. We’re in an industry where, you know, it’s serious. This is about people’s health and well being, and a lot of times people get very nervous — they’re scared, they’re sick. But I think that isn’t a reason to hold back from trying new things. I think that especially with digital, it’s very easy today to try a new type of message, or a new type of way of communicating to someone. Let’s say you never blogged before, why not try a blog? Let’s say you never did email marketing, why not try it? Or a new type of message?  The worst that can happen is you measure it, you learn from it, and you try something new. I think that often, as health care marketers, we can get stuck in the same way of doing things. And, a lot of times it’s a little too safe. [bctt tweet=”As health care marketers, we can get stuck in the same way of doing things. The worst that can happen is you measure it, you learn from it, and you try something new. @BosCreativeCopy #BreakFreeB2B #ContentMarketing #healthcare” username=”toprank”] Stay tuned to the TopRank Marketing Blog and subscribe to our YouTube channel for more Break Free B2B interviews. Here are a few interviews to whet your appetite:

If you’re hungry for more insight and advice on the state of trust in marketing, check out our Trust Factors series:

The post Break Free B2B Series: Emily Thompson on the Power of Content Marketing in Health Care appeared first on Online Marketing Blog – TopRank®.

Click Here For Original Source Of The Article

Ads by WOW TRK

About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

Check Also

5 Key Traits of the Best B2B Influencers

Traits B2B Influencers

Traits B2B Influencers

Marketers are still asking, what is B2B influencer marketing? Here’s a definition I’ve been using over the past 5 years or so:

B2B influencer marketing is activating internal and external subject matter experts with engaged networks to advocate and co-create content of mutual value that drives measurable business goals.

As the groundswell around influencer marketing rises and becomes a normal part of the B2B marketing mix, the volume of information and misinformation on the topic also increases.

One of the most popular questions people also ask about B2B influencer marketing focuses on what makes a good business influencer? By now we all know that popularity alone does not make someone influential. It’s certainly important, it's just not the only thing.

As B2B marketers mature in their understanding of the role influence plays and how the dynamic of brand content co-created with industry experts plays out with customers, they begin to realize that other factors matter. Topical relevance matters of course as well as resonance of the topic amongst an influencer’s community.

B2B Marketing Influencers

The intersection of individual expertise, how well that expertise resonates with followers and the size of network creates a baseline of characteristics when evaluating whether a certain influencer might be a match.

But there’s more than that. Understanding what makes a great influencer is both art and science, soft and hard skills. The success of identifying, qualifying and engaging influencers is also directly tied to how they will be engaged and to what end.

Some people reading this might think that influencer marketing isn’t the magic pill some are playing it up to be. There’s a reason for that, because it’s not magic. It’s more like alchemy.

The reality is, there’s no one formula for the perfect B2B influencer, but there are some common characteristics that B2B brands should look for in varying proportions according to what’s important to a program or activation. I call those characteristics:

The 5 Ps of B2B Influence

Proficiency - In B2B marketing, the vast majority of those considered influential possess deep expertise in the field they work in. This is a significant difference from many B2C influencers who are often self proclaimed as influential with clever media creation skills.

As B2C influencer content and engagement tactics evolve, some are crossing over into B2B with a trickle of opportunists successfully creating influence amongst B2B audiences not solely for their expertise, but for a combination of adept social media content creation skills and some expertise. B2B marketers who do their due diligence will be able to filter accordingly.

Popularity - While network size is not the only thing, nor is it the most important thing, it is definitely a metric to consider. Some marketers swing in the direction of ignoring audience size altogether because of lower engagement rates with popular influencers. This is simply foolish. All things being the same, I’ll take 2% engagement of an influencer with a million followers over 2% from someone that has 1,000 followers.

What matters is how network size factors in with the type of influencer you need. For example, popular influencers aka “brandividuals” are often best for top of funnel content. Niche domain expert influencers are better for middle and end of funnel content. Engaging a brandividual and expecting conversions is just naive.

Personality - If you’ve worked in B2C influencer marketing and been exposed to all the characters there, B2B is going to seem a bit dry. Now there are some colorful characters in the B2B influencer community, no doubt. But personality is often a trait that needs to be uncovered when you’re working with some types of business influencers.

The good news is that savvy influencer marketing practitioners know how to plant the seeds that can grow and blossom within an otherwise introverted influencer. You don’t need them to be a colorful character, ripe with personality per se, but you do want them to connect with the passion they have with their craft and how their expertise can help others be successful.

Publishing - Content is the media that conveys the ideas of influence and while B2B influencers are not expected to produce the same types and quantity of content as in B2C, it is ideal when there’s a platform where the influencer publishes. At a minimum, that would be social networks but to be a B2B influencer, it’s most likely that also includes articles contributed to publications if not research, books and presentations.

Promotion - The value a B2B influencer brings beyond adding expertise and credibility to brand content is the ability to share what they helped create with their network. Trust of brand content is at a low, especially with advertising. Customers yearn for authentic content and the right kind of influencer collaboration can give them that, delivered via the influencer’s own distribution channels. That means social networks for course but also potentially blogs, email newsletters, podcast, LinkedIn Live, contributed articles or columns in industry publications.

I know some people reading this are thinking there could be even more P’s like being Prolific, Persuasive or Passion. Yes, there could be so many more but we have to draw the line somewhere! It's important to be able to manage the data and insights necessary to factor these characteristics into selection, qualification and engagement.

Some of these traits will not fully reveal themselves until you work with an influencer on a few content activations. Others will fluctuate over time and that is normal. It's important to understand that influence is a temporal thing. It is not fixed or permanent. It’s important marketers realize that before they disengage an influencer in the short term due to lower performance. The same goes for high expectations after great performance.

Organic influencer engagement is a little dynamic and what you don’t spend on paid influencers like an ad buy you will (in part) need to invest in relationship management, education and even tips that will help the influencers be more effective.

B2B brands with high influencer churn or low performance often apply “ad buy” perspectives to a what is actually a relationship driven effort. Mismatched expectations are not helpful for anyone, so think about the 5Ps as you evaluate and nurture your influencer community. Consider where of each your ideal influencers need to score on the 5 Ps in order to be a good match for the kind of activation you have in mind.

When there’s 5P alignment, there's happiness: for customers, influencers and your B2B brand.

The post 5 Key Traits of the Best B2B Influencers appeared first on Online Marketing Blog - TopRank®.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

css.php