When meeting with clients about marketing their mHealth businesses, I am often asked to give reasons why I place so much emphasis on good online content. The reasons are many, but one of the main reasons is that you need to provide what your customers want. And what do they want? They want information. They want it fast, easy and without too much sales-y jargon. Everything you place on your webpages, blogs, texts, Tweets and Facebook posts is content. So if what you present to the world online isn’t a top priority, what is?
The list below is condensed from an article by Lior Levin. He gives you some ideas for improving your online content and some valid reasons why your company needs to invest in good, quality content:
mHealth Marketing: The Case for Good Content
Online content marketing tools and goals
Marketing company HubSpot reports that “the most popular marketing content assets [are] ebooks and whitepapers, webinars, and blog posts.” Other content marketing tools include Facebook pages and Twitter accounts that link to these files, webinars, and posts.
Online coupons promoted through social media
According to Samir Balwani of SiteFox, “Whenever a brand needs to know an estimated reach and return of its social campaigns, it could push a small coupon only available and promoted through social media.” While a lot of content marketing creates brand awareness much like a traditional commercial, coupons provide results about a brand’s reach into a particular community that are easy to measure.
Define your measuring sticks
Wildfire Marketing asked businesses where they see social media and online content paying off, and they listed a number of categories: “88 percent of marketers point to growth of brand awareness as a benefit of social media activities, followed by 85 percent who point to engaging in dialogue, 58 percent who point to increased sales and partnerships, and 41 percent who point to reduced costs.”
Where to begin with online content ROI
A company can begin to measure the ROI by tracking the popularity and page views of online content, recognizing that it may take time for it to catch on and build momentum. Down the line, increased leads and customer contact information may indicate greater online marketing effectiveness.
Online content retains customers
By driving a higher rate of interaction with customers, businesses already know that social media and online content will provide more opportunities to address the concerns and needs of customers. This provides another ROI worth measuring: customer satisfaction.
Online content saves money
If online content marketing faces the same measurement challenges of television and radio advertising, it holds one distinct advantage: price. If your sales go up in midst of your online content marketing campaigns, you can make a case to test whether slight increases in your online content budget result in higher savings.
There are many more good reasons why you should make sure the content you put out there is worthwhile. Stay tuned for future blogs on the importance of good content. Think about it this way– your brand’s image depends on the content you publish–both online and off-line.
Use this as a guide to create compelling content and boost your mobile health marketing efforts.
