The document outlines six golden rules for content marketing in pharma: 1) Focus on customer needs rather than product features, 2) Be prepared with a content plan and specific goals, 3) Avoid sales pitches and focus on providing helpful advice, 4) Understand that marketing is a long-term investment and don't expect overnight results, 5) Use SEO techniques judiciously to avoid penalties, and 6) Don't give up and publish regularly while tracking performance and making tweaks.

1. THE
GOLDEN
RULES
FOR CONTENT MARKETING IN PHARMA

2. Rules are meant to be
broken though, right?

3. WRONG.

4. Content marketing
does have some

5. GOLDEN
RULES

6. that you should follow
to create a successful
campaign.

7. 01

8. FOCUS
ON YOUR
CUSTOMERS
NEEDS.
01

9. It’s not about
what you do.
01

10. It’s about what it does
for your customer.
01

11. BENEFITS

12. VS.

13. FEATURES

14. Don’t create content
that promotes how
great you are.
01

15. No-one will care.
01

16. Focus on what your customer
needs and how you can
help them find the solutions
they need.
01

17. 02

18. BE
PREPARED.
02

19. Create a plan to provide
material that fulfils
specific targets.
02

20. Perhaps you want to build
your mailing list through
brand awareness
02

21. or increase your followers
on social media?
02

22. or research your
customer needs?
02

23. 03

24. 03
SKIP
THE
SALES
PITCH.

25. Content marketing is
all about being helpful.
03

26. Forget trying to sell your
product or service
– that’s what
advertising’s for.
03

27. If you met with someone in
person, you wouldn’t launch
right into “buy my product,”
would you?
03

28. Spend your time trying to
understand their needs and
providing advice on how you
can help them.
03

29. 04

30. 04
TAKE
YOUR
TIME.

31. Marketing is a long-term
investment, so don’t expect
results overnight.
04

32. Not even expensive
advertising campaigns
produce sales in
a matter of days or weeks.
04

33. Create a strategy to
implement over a year and
after six months, evaluate
to see how well you’re
achieving your goals.
04

34. Don’t give up just as you’re
starting to make headway.
04

35. 05

36. 05
GO EAS Y
ON THE
SEO.

37. One of the main points of
content marketing is to get
found in search.
05

38. That doesn’t mean you
should over optimise
your material.
05

39. In fact, that can result in
penalisation by Google.
05

40. Use headings, tags and as
well as a small number of
well researched keywords.
05

41. Make your content a quality
resource rather than trying
to ‘game’ the search engines.
05

42. 06

43. 06
DON'T
GIVE
UP.

44. It takes time.
Don’t get discouraged.
06

45. Publish regularly and stick
to your quality standards.
06

46. Build trust in your brand
and engage with
your readers.
06

47. MEASURE

48. TRACK

49. AND

50. TWEAK

51. REGULARLY

52. to improve your
content marketing
performance.

53. Inspiring audiences. Motivating change. Thinking beyond.
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