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Pharma Content Marketing Conference Day 1 Chair Opening Deck (for public) 12 2 13


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Here are slides I used to open the eXL Pharma Content Marketing Conference in Philadelphia, PA on December 2, 2013

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Pharma Content Marketing Conference Day 1 Chair Opening Deck (for public) 12 2 13

  1. 1. Pharma Content Marketing Day 1 Opening DECEMBER 1, 2013 PHILADELPHIA, PA HASHTAG: #PHARMACONTENT TEXT ANONYMOUS QUESTIONS TO 215-530-1411 #PharmaContent
  2. 2. What is Content Marketing? —  any marketing that involves the creation and sharing of media and publishing content in order to acquire customers. Forms may include news, video, whitepapers, e-books, infographics, case studies, how-to guides, Q&A articles, photos, etc. It is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering "consistent, ongoing valuable information”. - Wikipedia —  purpose is to attract and retain customers by consistently creating & curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it. – Content Marketing Institute #PharmaContent
  3. 3. Content Marketing Institute Framework #PharmaContent
  4. 4. Why Content Marketing Now? —  Because we have and need a digital, social, mobile update. Remember print Single Sponsored Journals in the 80s & 90s? —  Customers want content (information & stories) more than marketing, and can control this choice more than ever. —  Enhances other marketing results: SEO, PPC, PR, & social —  World class marketers use it: P&G, John Deere, Microsoft, Cisco Systems, etc. CMI Content Marketing & Power of Storytelling #PharmaContent
  5. 5. Why Content Marketing Now? —  Better supports pivot towards customer centric marketing —  Better leverages pull versus push marketing, being more shareable & conversational. —  Better fills the top of the customer acquisition funnel, & plugs the customer retention holes in our marketing —  Assumes the truth of: 1) mutually beneficial intention, 2) attention to other’s interest, & 3) faith in reciprocity* —  Has longer shelf life, better reach & lower lifetime cost effectiveness * - Spirituality of Relationship Marketing, DeLarge (Google it) #PharmaContent
  6. 6. Why Content Marketing Now? —  80% of B2B decision makers prefer to get company information as a series of articles versus ads —  70% say content marketing makes them feel closer to the sponsoring company —  60% say that company content helps them make better product decisions —  <10% of effective marketers using content marketing have an issue with (customer) executive buy-in Source: Content Marketing Institute #PharmaContent
  7. 7. NOW TO OUR FIRST SPEAKER(S)! #PharmaContent