paid media

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:

  • Social media posts: LinkedIn is one of the most effective social media platforms for B2B marketers—especially if you are implementing account-based marketing (ABM). According to Gartner, ABM is “a strategy in which a supplier targets a select group of accounts that represent significantly higher expansion or growth opportunities with tailored marketing and sales support.” Using sponsored posts on LinkedIn can target users and drive them to relevant content. On Twitter, consider promoting a post that links to high-performing content to boost it even further. 

  • Display ads: Display ads are one of the most popular forms of paid media—pop-ups, banners and videos can be found on almost every web page on the internet. However, because they are so popular, web users tend to ignore them. If you do use display ads, be sure to advertise on websites specific to your industry. For instance, if you specialize in healthcare technology, consider paying for a display ad on a site like Healthcare IT News. 

  • Sponsored content: In 2016, Business Insider predicted that sponsored content would be the fastest-growing form of native advertising over the next five years. Sponsored content can be expensive—but when choosing the right content and the right outlet, it can be effective. For example, a revenue cycle company might consider publishing a sponsored article or blog post on a site like RevCycle Intelligence.

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


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