Tuesday, March 1, 2016

Day 1: ePharma Summit on Content Marketing Strategy

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Christophe Trappe talks about content marketing at ePharma Summit in NYC

"What is content marketing? Can anyone try to answer this question?" 

This is how Christoph Trappe, author, keynote speaker, content marketing healthcare influencer, The Authentic Storyteller ™ started his morning content marketing workshop at the ePharma Summit 2016.

You could hear from the audience:  "value / audience / call to action" ; "meeting customers with relevant content wherever they are."

"And for me, it is really how do we get to the right customer at the right time using the right channel," said Trappe.
"It is really about telling the story."

The Why in Content Marketing

When talking about content marketing, Christoph brought up an important point that should be the foundation of every content marketing strategy - The Why.

"First, you need to ask yourself WHY do you want to implement content marketing in your marketing strategy. If you are trying to build an audience, you better be able to entertain! If you keep on pushing crap, you'll get more crap back." C. Trappe was very blatant.

To figure out The Why to do content marketing, C. Trappe suggests to consider answering the following three questions:

  • What do you stand for?
  • What is your unique story that you can share?
  • Is your story unique enough that no one else has told it before, and is it interesting and relevant?

You have to have a plan in place if you decide to give the content marketing a try. C. Trappe has shared with the audience that it takes at least six months to see "some" lift on the website, and eight months to see "some" return on the investment.

But there are many barriers that stand between a successful content marketing strategy execution and the marketers. A lot of the time these barriers are hard to overcome. One of the example of such a barrier in the pharmaceutical industry is the culture of organization. The more traditional and rather conservative leaders are hardly ever excited about taking risks to "get creative."

One of the attendees has shared the two challenges that he is facing in his organization. First, is the traditional mindset of the decision-makers in his company: if we implement new [content] marketing strategies, what's (and when) is the return on the investment? In other words, how can we push for the sale?

Given that successful content marketing requires a lot of time and consistency, the chief executive officers tend to give content marketing a benefit of a doubt.

The second barrier is the social listening aspect. In the digital age more and more consumers turn to the internet. But there are lot of pharmacists who can't answer questions about the products, and there are a lot of companies that don't believe that there are questions being asked online.

Another digital pharma marketing expert-participant from the audience has shared his challenges:

"We are hands on - everyone helps each other. We don't have time to dedicate to a project that's "not now". In other words, we are so busy that we don't have time for a long-term content marketing project."

Another concern from the audience could be labeled as "Leaderships vs Legal & Regulatory vs Creative" - when the leaders want to implement something sassy and creative but they don't understand what the legal people are saying.

"Because who should the story come from? - The expert! And most of the time the expert is hardly the CEO!'' Christoph added to the conversation.

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About the author: Ksenia Newton, a Digital Marketing Assistant at Informa, Knowledge and Networking, who works on various aspects of the industry including social media, marketing analysis and media. She can be reached at knewton@iirusa.com   or @ksenia_newton.
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