By Megan Hamby, Editorial Director
One of the biggest challenges that marketers face when creating new content is promoting and distributing that content. You’ve created campaigns with engaging blog posts, thought-provoking e-books and compelling infographics—but if you are not able to ensure your target audience sees it, then what good does it really do?
Generating qualified leads requires more than just publishing compelling content. You also need a strategy for promoting that content—focusing on all the tactics at your disposal to ensure your message reaches its intended audience. With healthcare, this isn’t a one-size-fits-all approach. Instead, your content strategy should be highly customized and you must leverage trusted channels—industry conferences, trade media or even your own events. Another option to include in your content strategy is paid media—a way to promote content through sponsored social media posts, native advertising, paid search results, video advertisements, display ads and more. Utilizing paid media can be an effective and efficient way to reach your target audience and expand your reach.
However, when it comes to paid media, simply using Google Search ads or pay-per-click ads likely won’t help you reach your target audience or key decision-makers. Instead, turn to more specific forms of paid media, such as:
This week, take a look at your content that could use an extra push—and look for new ways to distribute it with paid media. Need help? Give us a call.
Image: Getty Images
About Hammock Healthcare Idea Email | This post is part of Hammock’s award-winning Idea Email series. Idea Emails are sent every other week and share one insightful marketing idea. Idea Email comes in two flavors: Original and Healthcare. To subscribe to the original Idea Email (general marketing ideas), click here. To subscribe to the Healthcare Idea Email (healthcare marketing ideas), click here.