Post by account_disabled on Nov 25, 2023 4:11:10 GMT -5
The next step is to identify the topics most relevant to your audience . Looking at the final patients, we report the case of Pfizer which, with its " Commencement Day " video series, managed to address a delicate topic such as the fear of growing old. The campaign, launched on social media, is fun and informative and managed to attract and engage a large portion of target patients. In this case Pfizer is an excellent example of how to spread health-related content without being promotional, but trying to build trust in your audience. With the “Get Old” campaign, therefore, Pfizer took on the role of a trusted friend rather.
Than that of a ruthless salesman. However, it is important to remember that it is also possible to do the same in a B2B context. This is demonstrated by the campaign launched by GE Healthcare Life Sciences aimed at Web Development Services reaching a professional audience made up of scientists . The company, following investigations, discovered that approximately 60% of its audience chose to carry out personal research before coming into contact with a salesperson. In light of this, it became essential for GE Healthcare Life Sciences to launch a content marketing strategy capable of intercepting the interest of these users from the early research stages.
To identify the most important topics to talk about, GE carried out a period of monitoring the conversations exchanged by target users in which to collect essential information for its strategy. The result of this analysis work was the planning and creation of highly targeted "How to" videos focused on the presentation of the product or videos aimed at building trust in the company distributed depending on the phase of the purchasing cycle in where the interlocutor was. As highlighted by this example, therefore, the goal does not necessarily have to be to go viral.
Than that of a ruthless salesman. However, it is important to remember that it is also possible to do the same in a B2B context. This is demonstrated by the campaign launched by GE Healthcare Life Sciences aimed at Web Development Services reaching a professional audience made up of scientists . The company, following investigations, discovered that approximately 60% of its audience chose to carry out personal research before coming into contact with a salesperson. In light of this, it became essential for GE Healthcare Life Sciences to launch a content marketing strategy capable of intercepting the interest of these users from the early research stages.
To identify the most important topics to talk about, GE carried out a period of monitoring the conversations exchanged by target users in which to collect essential information for its strategy. The result of this analysis work was the planning and creation of highly targeted "How to" videos focused on the presentation of the product or videos aimed at building trust in the company distributed depending on the phase of the purchasing cycle in where the interlocutor was. As highlighted by this example, therefore, the goal does not necessarily have to be to go viral.