In any discussion surrounding content, it may be natural to first ask whether or not an idea is original.
Before discussing how to turn that idea into something interesting, appropriate or timely, it’s crucial to ensure that the content adds value to their customers.
Here at CORE, we are challenging our clients to start thinking about whether their content is meeting the needs of their audiences, or, if it’s solely about the message they want to portray as a business.
Some of our clients are very passionate about conveying how effective their products are, which starts to shift the focus on what the business wants to say rather than tying in customer needs.
The truth is, high-value content can truly be evaluated if we pinpoint the communication objective of our clients and the needs of their customers.
Whether you are assessing the effectiveness of your existing content or planning future content, take a look at your brand messages and the content you’re thinking about creating and identify its strengths and weaknesses. Make sure that there is alignment between what you want to say, and what your customer needs. Once you determine the gaps, you can then create content that fills in those gaps.
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How do you know you’re giving your customers what they truly need? Are you measuring it? What systems do you currently have in place that will give you real insight into what they are experiencing?
Lately I’ve been seeing project briefs that go like this: Background, challenge (you know, like what’s going wrong that could be going better), objective (are we looking to raise awareness or change perceptions), audience, spec, budget.
Since reps have been spending less time traveling and seeing HCPs, they should have more capacity to pursue value-added opportunities. This includes collecting insights on physicians’ unmet needs and administering these insights back into CRM systems.