The importance of content creation for B2B healthcare companies
Carrie Sjogren, marketing director at Navicure, highlights key reasons why content creation is critical for a successful marketing program based on her extensive experience using various type of content for programs at Navicure, a leading revenue cycle solutions provider.
Dodge: Content is considered king. So, how do you determine what type of content and how much content to create throughout the year?
Sjogren: We have been focused on content creation for a few years now. During this time, we have learned that our clients and prospects want to learn about subjects that relate to various aspects of practice management – so that is what we develop. We are constantly gauging what topics and angles of practice management are popular by talking to our clients about real-world issues they are facing, or will face, and develop content around those areas. The goal is to develop educational information that helps the industry succeed. While we always make sure we are not too promotional, we also focus on topics that can relate to what we do to continue to build our thought leadership in the space.
The amount of content we develop often varies based on industry changes. If a major change is on the horizon that we will be part of, we like to get out in front to make sure we position ourselves as the leading educational source on the subject. A great example is ICD-10; we knew it would be an industry-changing event that would impact everyone. So we created ICD-10 Hub to act as a central resource where practices can easily obtain educational information. We built a huge plan around ICD-10 Hub and are constantly updating content on that site to bring people back and to help them throughout this transition.
Dodge: How do you ensure that your target audience is aware of your new content and accesses it?
Sjogren: The key to ensuring that our audience sees the new information is to use and promote the content across multiple mediums. One element is marketing automation, where we make sure we use appropriate content in each of our nurturing tracks. In addition, we have a number of other outlets where we push out content, including ICD-10 Hub and an educational practice management blog, The Daily Practice. Finally we send clients and prospects emails with this content included and we include our resources on social networks like Twitter.
One aspect of marketing automation that helps us understand what content is being accessed is the tracking features in our system. We are continuously looking at what content is most often accessed and what is not. If it is not resonating for some reason, we remove it. On the other hand, if people are really interested in it, we expand on the topic with new articles or material that relates back to the original piece. The idea is to give people more of what they want.
Dodge: How do you measure the effectiveness of your content-driven marketing programs?
Sjogren: We consider it marketing’s job to find new leads and nurture them until they become opportunities for our sales team. In order to do this, we present leads with content that corresponds to their stage of the buying cycle (i.e. educational white papers/webinars for those who aren’t in a buying cycle and Navicure sales collateral/client testimonials for those who are).
To ensure that our content is influencing sales opportunities, we look at a number of different metrics, including: number of downloads, requests for sales follow-up, opportunities, and won deals. We also perform an ROI analysis to see if the content is producing enough opportunities to warrant its cost. These various analyses enable us to determine which content is most popular and critical to our sales cycle.