This document discusses how to align content marketing with the medical technology sales process. It outlines three stages - Awareness, Consideration, and Decision - and provides examples of content that can be created for each stage. For the Awareness stage, content like blogs, ebooks, and emails can establish the company as an authority. For Consideration, more in-depth content like case studies, whitepapers, videos, and product comparisons can introduce customers to the product. For Decision, content includes pricing sheets, demos, and tutorials to help customers during a free trial. The goal is to guide potential customers through each stage using relevant content.

1. CONTENT
MARKETING
To youR MEDTECH SALES PRoCESS
How To ALiGn

2. Did you know?
60% of a typical buying decision
has been made before someone
makes contact with a salesperson
in the B2B world
Source: Corporate Executive Board

3. People are relying more and more
on content to help them through the
buying process,

4. AWARENESS
Which is why your business needs to
be creating content that helps them
through each of the following stages:
CONSIDERATION DECISION

5. CONTENT MARKETING:
AWARENESS
The goal of this content is to
establish your company as an
authority and thought leader.

6. The best way to make potential
customers aware of your
company?
AWARENESS

7. AWARENESS
Blogging, both on your
own website and on popular
industry publications.

8. In particular,you want to create blog
content that resonates with the things your
potential customers are interested in...
AWARENESS

9. ...things that could lead them into
ultimately purchasing your products.
AWARENESS

10. For example, if your company sells ultrasound equipment,
then you will want to create content about the latest news
in what ultrasounds can diagnose, laws related to
ultrasounds, and emerging technology.
AWARENESS

11. You will also want to
create content for your
email campaign.
AWARENESS

12. You could start with an
ebook on the latest
health discoveries using
ultrasound
AWARENESS
NEW
DISCOVERIES

13. and then have emails that
begin to show how your
ultrasound technology can
help medical professionals
make these discoveries.
AWARENESS
!!!

14. During this stage, potential customers
are gearing up to purchase products
from you or your competitors.
ConTEnT MARkETinG:
CONSIDERATION

15. At this stage, you want to introduce potential customers
to more in-depth content that focus on your product and
how it can bring them the results they are after.
CONSIDERATION
OUR
COMPANY

16. This includes
-testimonials
-case studies
-whitepapers
-frequently asked
questions
-product specs
-demo videos
-webinars,
and so forth.
CONSIDERATION
?

17. CONSIDERATION
If you are confident in your product, another great
piece of content to introduce is a comparison of
your product with your competitor’s.
uS THEM

18. CONSIDERATION
uS THEM
How does your
product stack up
against the competitor’s
in terms of pricing and
features,
Ultimately, this is
exactly what your
potential customer
wants to know:

19. CONSIDERATION
uS THEM
and how does your
company stack up
against the competitor’s
in terms of customer
service and support.

20. CONSIDERATION
Instead of letting your
potential customer find an
offsite review of you versus
your competitor, let them find
your review instead.
uS THEM
CHECk uS ouT!

21. CONSIDERATION
That way, once they see that your product
wins, they will be on your website, ready
to contact you for more information.

22. Your potential customer
will be ready for content
that is focused on selling
your product.
ConTEnT MARkETinG:
DECISION

23. Content for this stage includes pricing sheets
with detailed technical specs and information,

24. Content for this stage includes pricing sheets
with detailed technical specs and information,
live online or
in-person demos,

25. Content for this stage includes pricing sheets
with detailed technical specs and information,
live online or
in-person demos,
and guides, tutorials, or email
campaigns that help the customer get
the best results during their free trial.

26. Need Help Generating New Sales
Leads From Your Website?
Request a Content Marketing
Blueprint now.
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