by Joe DiGiovanni
Content curation means simply the collection of information (like news articles) and their rebroadcasting on a targeted website. Since its inception, The Huffington Post has been the leading example of a site developed around the concept of taking news stories from other sources and collecting them into one place, with ‘channels’ breaking down the content into individual categories.
How can Pharma increase business and encourage consumer loyalty by curating content on their own websites? Here are four ways.
Content curation means simply the collection of information (like news articles) and their rebroadcasting on a targeted website. Since its inception, The Huffington Post has been the leading example of a site developed around the concept of taking news stories from other sources and collecting them into one place, with ‘channels’ breaking down the content into individual categories.
How can Pharma increase business and encourage consumer loyalty by curating content on their own websites? Here are four ways.
- Identify the big players in your industry niche. Are there several publications or websites from which you can collect short versions of stories for to use as information to your own consumers. Whether it’s breaking news on a health care industry or an interview with a medication company spokesperson, your web visitors will benefit from synopses of industry news. If a company is seeking a diabetes spokesperson, content generated by this relationship can build business.
- Respect Original Content. If pharma is going to use news from other sources on their own websites or in publications, proper credit should be given to original sources. This sets up pharmaceutical companies as experts in the industry who are willing to use other resources to educate consumers. There is nothing wrong with using content created by an osteoporosis health expert for example, as long as you’re properly linking that content.
“You hear about media outlets lambasting the Huffington Post for borrowing content,” Curata founder Pawan Deshpande recently told the Content Marketing Institute. “The problem is that they don’t always feature credit for the content very prominently. As a result, visitors read the content on the page, rather than clicking through to the site where the content originated.”
- Produce fresh content daily. In order to increase web traffic and consumer engagement, pharma will benefit from fresh news stories daily, building consumer trust. Companies should use social media to reach out to consumers using social networking outlets where people are engaging. If pharma has a children’s health expert as a consultant, creating unique content marketing around the material of that celebrity spokesperson can be key to generating leads.
- Use expertise to establish trust. Informative, educational pieces of content that engage readers will keep them coming back to a pharmaceutical company website. A heart health spokesperson trusted by a patient struggling with heart disease can make all the difference in credibility. Information that affects their health or their families will be information that consumers will share with their social networks.
