Top 3 Content Marketing Tips for Regulated Industries
If you’ve been keeping up with digital marketing trends, you’ve likely noticed that the importance of quality content has been growing exponentially in recent years. For companies interested in getting their websites found and ranking well on search engine results pages, content marketing has become an indispensable part of long-term marketing strategies. For businesses in highly regulated industries, though, there are certain laws in place that prevent what you can and can’t disclose, which can make creating content trickier. For instance, companies in the healthcare, financial services or alcohol sectors may have a hard time figuring out what they can and can’t write about. While the rules in place prevent false statements that could harm customers, companies in these industries may still want to leverage content for better marketing results. Thankfully, with a few key tips in place, your company can still use this effective strategy safely.
1. Identify Your Demographic
Before you start crafting content, you’ll need to figure out who your audience is and what they want to hear about. Even drafting a rough sketch of a marketing persona or brainstorming traits of your target audience can be helpful. Ask yourself why this demographic would need your services or products, how they might be able to find you and what factors might be holding them back from becoming customers. Once you have this demographic locked down, you can develop a narrow, targeted content strategy that addresses their pain points.
2. Focus on Your Company’s Unique Characteristics
You don’t want to make false claims and land yourself in legal hot water, but what you can do to draw customers’ attention is highlight the factors that make your company truly unique. A strong brand will help with this, as will good storytelling skills. Every business has a founding story, so find yours and figure out how to tell it in a way that connects with consumers. Your background and mission are special and unique to you, which helps you stand out from the crowd.
3. Establish an Approvals System
Finally, to ensure compliance, make sure you have an approvals system in place for your content to be reviewed before getting published. Organization is key here, as everyone involved will need to know whose job it is to sign off on what.
With a majority of B2B companies using content marketing to answer customer questions and improve search engine rankings, even businesses in highly regulated industries should leverage the power of content. Follow these simple tips and your company can comply with regulations while still getting great marketing results.