Repurposing: How to Get the Most of Your Content.pdf
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The document discusses how to maximize the value of content through repurposing it across multiple channels and audiences. It emphasizes that content in healthcare must be tailored to specific audiences and distributed through the channels they use. Effective repurposing creates a "content journey" through various touchpoints to firmly embed messaging. This involves understanding audiences and adapting content to their preferences to optimize engagement. Partnering with an agency experienced in repurposing strategy and tactics can help create meaningful journeys that engage audiences on their own terms.
Repurposing: How to Get the Most of Your Content.pdf
- 1. HOW TO GET THE MOST OUT OF YOUR CONTENT By Clark Herman Senior Writer, Content Manager EPURPOSIN
- 2. Attention has become an increasingly rare commod- ity in the media landscape. In the healthcare world, the channels are myriad, medical meetings have gone hybrid, and practically everyone is in on the digital marketing game. While “Content is King” has been the indelible mantra reverberating through market- ing and communications bullhorns, its nuances have shifted as new insight has emerged and omnichannel strategy has driven results. Content in healthcare and life sciences is no longer seen within the rigid binary of “publish or perish.” It has developed niches and specialties that deliver unique experiences for specific audiences. Consider, for instance, the recent bloom of health micro- influencers on social media that offer the ability for patients to connect with other patients and share their journeys. In the world of content, you have to be where your audiences dwell, and it’s important to create a content journey along multiple touchpoints to firmly embed your nuanced messaging within the minds and hearts you wish to engage. As such, omnichannel campaigns are integral to any pharma or biotech brand looking to expand its reach or socialize a new message to its audiences. Repur- posing content, for that matter, has emerged as a significant element of providing tailored engagement across multiple channels and audiences. Finding the right communications/PR agency or team of stakeholders that lives and breathes the art of translating strategy into tactics that can be re- purposed is crucial if you wish to create meaningful journeys for your audiences. audience messaging channels Truly effective repur- posing is the difference between multi-channel strategy that lacks focus and the holistic content journeys that compose award- winning omnichannel healthcare strategy.”
- 3. format Repurposing is a Balancing Act While the bedrock of repurposing is creative think- ing, it’s much more than that. Beyond understanding complex subject matter, you need to grasp an audi- ence’s preferences and needs around consuming the content in order to optimize engagement. End-user behavior is a moving target, and thus, best practices for content are constantly changing. For instance, according to a 2021 survey from Accenture, as many as 65% of healthcare providers (HCPs) feel at least one company has “spammed” them with digital content. This makes sense, given that more companies have entered this space, which has the potential to cause overwhelm. For this audience, re-integrating analog approaches may make sense, and at the very least to spread tac- tics across a variety of channels. Your teams need to be dialed in to audience sentiments like these to find the right mix of channels and content approaches— because markets are more often than not engaged on their own terms. Repurposing in Action Since it takes time to craft the concise, specialized messaging behind your campaigns—why not use that messaging across tactics, formats, and audience strategies? Say that your company is launching a new class of medicine and wants to grab the atten- tion of HCPs and patients. A video explaining the mechanism of action can easily be repurposed across these audiences, so long as you create a version for patients stripped of medical jargon that explains novel concepts in laymen’s terms. tactic strategy It’s important to create a content jour- ney along multiple touchpoints to firmly embed your nuanced messaging within the minds and hearts you wish to engage.”
- 4. Another example is developing a one-pager from an abstract presentation at a conference. This gives HCPs the context they need to translate findings into clinical practice in the form of a portable asset they can read and absorb at their convenience. Next, the complex messaging from the one-pager/conference submission could be reworked into a webinar for physicians and could also be further distilled down into a patient-friendly fact sheet that physicians can easily passed to their patients and sharable social media content. Taking this modular approach to re- purposing content gives audiences those meaningful touchpoints where they can engage with content as it makes the most sense to them. Take the Leap Repurposing content in healthcare is about doing more with the same messaging that’s been carefully engineered in a heavily regulated space. Furthermore, truly effective repurposing is the difference between multi-channel strategy that lacks focus and the holistic content journeys that compose award-winning omnichannel healthcare strategy. This is why it’s im- portant to partner with an agency that can carefully and creatively audit tactics, messaging, and assets to find opportunities hidden in plain sight and maxi- mize potential value from the conversations you and your communication stakeholders have. It’s essentially the only way forward as audience attention is further commoditized and content, while still king, now needs focused, layered execution to reign supreme. maximize content value Your teams need to be dialed in to audi- ence sentiments to find the right mix of channels and content approaches—because markets are more often than not engaged on their own terms.” Looking for an agency partner who understands the marketing system and how to repurpose content across channels? Contact Jen Ringler at: jringler@golin.com