NASHVILLE, TN • MAY 7 - 8, 2018
Health IT MarketingSummit

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May 7-8, 2018 | Nashville, TN

How to Win Audience Trust through Engaging Content

By Amanda Burkey, Associate Manager, Social Media HIMSS Media

It’s no secret that one of the main challenges for healthcare marketers is cutting through the noise to gain the attention of your target audience. Through a recent study, HIMSS Media found the three main challenges for your buyers when it comes to trusting content meant to inform their technology decisions. Knowing these issues and how to circumvent them could be the key to overcoming your own barriers to completing the sale or increasing your brand awareness.

Through the survey results, we found the top three buyer challenges are a hesitation to download and receive sales follow-up outreach, a heavy focus on product information or completing the sale in content and too much marketing hype and empty buzzwords. In reading these concerns, a piece of advice from industry marketer, Amanda Todorovich comes to mind:

The most important thing is truly making your content about what your customers need and not about you as an organization.

Your target audiences are drawn into your website through engaging content that can tell them why your product will be worth their investment. They expect the content to answer their questions, rather than merely paint a picture with confusing buzzwords and flashy promises. In order to give them a true understanding of the impact your solutions can provide, it will take more than your sales sheet in blog post form.

It is our responsibility as marketers to put ourselves in the shoes of our audiences to create content that speaks to them and their needs. With insight into their greatest pain points around current content tactics, we have the opportunity to reimagine our approach to ease these frustrations.

Taking these three challenges into consideration, how will you reinvent your marketing plan to cater to your target audience?

Join us in Nashville for BrandHIT on May 7 and 8 to learn techniques to creating your own content that puts the focus back on your audiences’ needs.

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