So far in this blog series, we have focused on internally-created marketing content that’s shared with consumers either directly or via media channels and outlets.
Earned content is quite different. Rather than you developing the content, industry trade media creates it about you. Earned content further differentiates from traditional thought leadership in that it results from earned relationships or trust—rather than paid promotions.
Earned content provides an extra level of credibility to your healthcare IT marketing efforts. This is key to gaining the attention and trust of discerning (and sometimes skeptical) clinical, technical, and administrative healthcare audiences.
The Value of Earned Content
Healthcare IT consumers are unique in that they rely on science and evidence. As such, they tend to be skeptical of embellished marketing claims. Earned content bases its copy on current events. It is informative in nature, and authored by trusted, outside sources. It fits into the “sweet spot” of healthcare IT marketing by being educational, unbiased, and non-promotional.
There are two primary forms of earned content:
1) Content written by a trade magazine editor based on market-available information. This could include a company mention. Or, involve interviews/testimonials from your organization or customers.
2) Content written by your organization but edited and published by the trade magazine editor. In this case, you get to shape the narrative. Then, the trade publisher lends credibility by reputation.
In either case, earned content is appealing to healthcare IT audiences. It educates the market and lends credibility. And, it provides several benefits for healthcare IT product marketers.
- Creates conversation. Typically, the catalyst for earned content is an industry “hot topic” or broadly-accepted need. Or, a novel technology solution that is relevant and interesting to the industry at large. In this way, earned content facilitates engaging commentary and conversation between healthcare thought leaders.
- Achieves broad-yet-targeted distribution. Trade publications have vast, highly-targeted distribution lists. They leverage a variety of channels (e.g. online, email, social media, and print) intended to ensure their content gets in front of the right audiences. This facilitates broader exposure for earned content at a much lower price point (e.g. free!).
- Can be re-marketed. Earned content not only references your company website to drive traffic and improve SEO. You can also share it through social media channels, distributed to your company contact list, and linked as resources on your own website.
How to Earn Content
Organizations can achieve earned content from publicity gained through press releases, trade show attendance, or other channels and events. However, the key to earning content is to proactively make the trade media aware of how your products are being used to solve prolific and impactful healthcare IT problems in the industry. To do this, you need to forge relationships with trade publishers that align with your target audience.
An initial strategy is to research trade publication media kits and editorial calendars. These contain a list of topics covered during the calendar year. Such an approach includes opportunities for earned content when you create alignment between the publisher’s planned content and your own product and news cycle.
How to start? Reach out to the editor, introduce yourself and your product, and highlight the areas of alignment and potential collaboration. It is important to consider the longer lead times for review cycles and publishing activities. Your best chances for success typically lie 3–6 months out.
Keep in mind… just because something doesn’t appear on a publisher’s editorial calendar, it doesn’t mean they’re uninterested in writing about it. You can always pitch an idea to an editor by highlighting the existence of a relevant problem. Explain the significance, scope, and impact, and articulate what possible solutions exist (and why this is interesting to their readers).
You could even go so far as to offer to write an article on the topic. This gives editors the ability to help shape the content and provide input based on their own experience.
An Important Complement to Other Forms of Content
Earned content is a valuable form of content marketing. Authored by unbiased and trusted industry experts, it can support and reinforce your company’s messaging and value propositions. Released by the trade media, earned content achieves broad coverage of your target audience and offers a variety of opportunities for attracting and engaging healthcare IT consumers.
Our team of healthcare IT product marketing experts have decades of experience in the healthcare IT industry. We have forged relationships with leading trade publishers industry-wide. And, we can help you develop a strategy for earned content and connect with trade publications targeted at your key healthcare IT stakeholders. Contact us to learn more.
