Content marketing is the strategy of using pertinent and desirable content to attract potential customers to your goods or services. This content may include blog posts, videos, podcasts, or infographics. However, regulations constrain some industries concerning what they are allowed to share. Marketers in these fields need to take these regulations into account by avoiding questionable claims when they post content. Still, content marketing has such a high success rate that you cannot afford to ignore it.
Here are some things to keep in mind when adapting it for regulated or difficult industries.
Identify and Focus on Your Audience
As in every dynamic marketing strategy, the first step is to get to know exactly who your audience is. Without knowing your core demographic, you have no basis for assessing what attracts customers to your products or services, which might potentially drive them away, and how to make it easily available to them. Having a handle on this basic information enables you to create topics for your content to which your audience can relate. Additionally, once you have begun your campaign, use social media analytics and other tools to gauge customer reaction and make changes to your strategy as needed.
Keep It Unique and Exciting
Although you may be restricted in the specific data you can share, make your content as unique and relevant to your industry and your company’s brand as possible. However, that doesn’t mean that it has to be boring. Instead of using dry academic language, have the tone of your discourse be conversational and relatable to a wide audience. Use videos, photos, and infographics to break up and enliven your text.
Check With Your Legal Team
Have your content and legal teams work closely together as you develop your marketing campaign. Be sure that the marketers that create your content are briefed and updated on current laws that affect your industry. Have an approval process in place that stipulates responsible individuals who must sign off on every item.
Despite the constraints that may be in place in your industry, use these guidelines to create dynamic, cutting-edge content marketing to draw consumers irresistibly to your brand.