Business innovations over the last two decades have allowed most people to spend much less time waiting in line. Completing transactions, finding answers, accessing accounts and making appointments at places like banks, hospitals, post offices and more, have saved millions of people millions of hours worldwide.
But there’s a catch. For all of the time we’re saving, many of these technological innovations aren’t useful when it comes to making complicated decisions. Content marketing has filled this void by guiding consumers in their activities with content that understands their needs.
When it comes to industries like healthcare, pharmaceuticals, finance and defense, however, the first thing that content marketers must do is navigate heavy compliance issues before they can start producing content that anticipates consumer needs.
This is, unfortunately, much easier said than done.
For example, healthcare marketing is two years behind most industries when it comes to content marketing, according to the Content Marketing Institute in their latest research. The reason is that the healthcare industry still relies on traditional printed content and has an extremely slow digital adoption rate when it comes to things like case studies and blogs.
This leaves consumers without the detailed information that they need to properly evaluate their options and make important decisions.
Experts agree that the cost of not building customer relationships through digital content is much too high, meaning that these compliance challenges must be overcome by marketers, and soon.
For example, according to an Internet project by the Pew Research Center, more than 7 out of 10 Internet users searched for health information online in the last 12 months. This means that, when making a medical decision, one of the first key steps is being made online.
It also means that in order to help users evaluate their decisions, healthcare marketers must first understand the type of information users are looking for. Peer to peer learning on blogs, for example, is one area where marketers should be focusing their efforts.
Two great examples of forward thinking providers are the University of Pittsburgh Medical Center and the Boston Children’s Hospital, both of which have content marketing that caters to today’s Internet connected user looking for healthcare advice and information.
Both deliver tips, advice, information and peer-to-peer anecdotes that searchers can use to make more informed health decisions.
The challenges of creating content marketing for highly compliance-oriented industries is high but, as with all content marketing, if done well the rewards can be great.