Knowing the interests and needs of your audiences: this is the key to creating content that engages your audience and, above all, improves your brand positioning. There are several types of data that help you gain this knowledge to create the best content possible.
Pharmaceutical content marketing data
Developing a content marketing strategy in the pharmaceutical sector is a challenge that many companies have decided to take on. Pfizer’s website, “Mi Salud me Mueve” (My Health Moves Me), is a good example of this strategy, in which half of the companies in all sectors in Latin America invest.
Brands have understood that content marketing is very important to attract their target audience, but many still don't know what to do to make their content successful. Only 10.9% of companies perceive their content strategy as very successful, according to LinkedIn. Why is this happening? The answer may lie in the design of the strategy. To create better content, it is essential to know what information engages each type of audience; therefore, data is indispensable.
Guessing or guessing what the audience might like is a strategy that does not work in the medium or long term. Entrusting the choice of content to the imagination or the instinct of the team will make the editorial committees each month cumbersome and frustrating. Little by little, creativity will run out and, as a result, marketing teams will begin to make mistakes, such as repeating topics, publishing articles with an advertising focus or creating pieces that do not engage the audience.
By developing content marketing strategies based on data vp purchasing officer email lists and real facts, brands can know exactly which topics are most engaging with their audiences and create content that is tailored to their interests and needs. Data can also help you find out what other brands in your industry are doing, so you can understand what content they publish and what engages your target audience.
pharmaceutical content strategy
What types of data help produce better content?
1. Data on successful content in the category
What are they?
This is precise information about the content published on the Internet that has had the most success in a specific category (health, education, finance, etc.) during a given period. To obtain this data, technology is used to analyze which content is most engaging; that is, which has been shared or commented on the most, and which has the most 'interactions'.
What are they for?
This data allows us to know which topics and subtopics are the most successful content in a category. With this information, it is possible to learn which formats work best (lists, comparisons, step-by-step tutorials) and which topics and angles the public responds to the most, in order to produce content with that focus.
2. Data from relevant media consulted by the audience
What are they?
In every industry, there are several media outlets that offer valuable information and that your audience consults regularly. Which ones does your target audience consult the most? Data from the media outlets relevant to your audience will help you conduct an analysis to determine which are the most successful pieces of content published by these media outlets. Again, the analysis is based on engagement, based on the number of times the content was shared, comments, and interactions.
What are they for?
This data is useful for understanding what topics are being discussed in the media that speak to your audience, what content is trending in the industry, and what types of formats engage the audience. This information is relevant, because as experts in producing valuable content, it is good to understand what works and what doesn't.
