09 Juin Digital strategy: content is king
In the digital transformation of companies, particularly in the health sector, the emphasis is on the deployment of technical solutions or services. One element remains essential (and sometimes neglected): CONTENT.
In a digital world where “infobesity” is invading platforms, snack content is becoming more and more democratic and, faced with the proliferation of fake news, it is becoming essential to implement a real content strategy. Developing digital assets is good but with relevant content is better!
The development of an editorial strategy must be at the heart of the challenges of the digital transformation of health actors. This meets a certain number of objectives:
- Establish the company’s positioning on specific themes
- Optimize the referencing of its web platforms in search engines
- Generate qualified traffic to its digital ecosystem with content adapted to the target.
- Ensure consistency between all the devices in its ecosystem: website, mobile application, social media, etc.
- Delivering the right content on the right medium at the right time
- Generating community involvement
To sum up: content is king!
Developing its attractiveness
As previously mentioned, we have entered a phase of infobesity where information consumption is increasingly sizeable with a proliferation of sources and platforms. Faced with this trend and the deployment of snack content*, it is essential to adopt an editorial line in its digital strategy that is focused on its ultimate target: patients, general public, healthcare professionals, etc.
To do so, it is essential to integrate in the editorial development, the construction of contents, representatives of the end users of the solutions. Today, most of the digital solutions deployed by healthcare players, particularly the pharmaceutical industry, rely on expert editorial committees and/or partnerships with patient associations or learned societies.
No matter how well you develop the best technological solution or platform, if the content is not relevant and does not meet the expectations of your target audience, the initiative will be doomed to failure. This is also observed in media channels where campaign performance is closely linked to the quality of creative content.
Another important point: develop a unified editorial line. All too often today, we still see the deployment of specific editorial lines, isolated to each digital asset, to each channel.
In order to ensure consistency in the messages and make it easy to identify the sender, it is necessary to create an editorial strategy that can be applied to all the tools and platforms deployed: website, mobile applications, social media, emailing, etc., while taking care to adapt to the specific characteristics of each channel.
The content factory to optimize content creation
In order to efficiently produce content to feed its digital platforms, a trend is emerging: the content factory.
This type of approach is becoming more and more widespread among health and pharmaceutical industry players and meets several objectives:
- To rapidly produce a large volume of high quality, high-volume content.
- Simplify production processes and validation
- Centralize the creation of content and create consistency in the editorial line
The implementation of a content factory requires the creation of a dedicated team, either internal to the company or, more often than not, outsourced, guaranteeing regularity in the production of content, both in terms of volume and quality. A production process must be established to be respected: 3 contents per week, 5 contents per month, etc..
It most often mobilizes various complementary skills: content planners, writers and editors, video artists and editors, graphic designers, web integrators… It also relies on essential elements such as an editorial charter, a graphic charter or a brand book.
A content factory can feed the digital strategy and contribute effectively to the achievement of objectives: dissemination of information and key messages, user recruitment, collection of opt-in…
Video and audio acclaimed
In the deployment of an editorial strategy there are a multitude of formats depending on the assets developed or the channels used: articles, infographics, photoquote, gif, video, podcast…
Depending on the objective, this or that format will be preferred. One thing is certain, for several years now video has been the preferred format in digital and communication strategies.
Its use continues to grow, especially on social networks with the emergence of new formats such as vertical video and platform-specific features. It is a communication priority for many companies, because it can be used on all the digital media developed, making it possible to offer dynamic or even interactive content to meet the growing needs of the French.
In health communication, video is already widely used, particularly for prevention campaigns, via web series or institutional campaigns. Within the framework of digital or multi-channel strategies, video plays an important role with testimonials, interviews with experts and KOLs, interactive videos, replay of events…
Another format that has seen a revival in the last 2 years: audio podcasts. Forgotten in recent years after its success at the time of the iPod, the audio podcast is once again becoming a popular content format, particularly via audio streaming platforms (Spotify, Deezer, Apple Podcasts, etc.).
The audio podcast can be used for new uses in mobile situations or integrated into new devices such as voice assistants like Google Home or Alexa.
Techtomed also offers the first audio podcasts from healthtech: the “Café HealthTech Podcast”, whose objective is to contribute to the sharing of experiences and information on technological progress in health.
In the deployment of digital strategy, content is therefore essential to achieve its visibility objectives and meet the expectations of its various targets. An essential link not to be neglected in your digital transformation!
*Snack content: micro-content arousing interest in just a few seconds by focusing on quality and virality. Popular social media content: visual, gif, micro video (>15s)