Content originally published on Content Marketing Institute
Remember the marketing plan your team crafted with excitement in the fourth quarter last year? Yeah, that’s been thrown out the window. Marketers have scrambled to grapple with our new reality during lockdown and what that means for our content, email campaigns, and social media posts.
I’ve loved seeing how health care marketers have handled this challenging situation. They’ve had to scrap planned posts (“Spring Break Sun Safety!” “Healthy Breakfasts for the Morning Rush!”) and create COVID-19-related content to educate and inform their audiences. Many health care communicators are working around the clock to develop and publish content.
And some health care organizations have really knocked it out of the park with their on-the-fly content marketing plans. The one thing they have in common? They’re not trying to go viral or get off-the-chart web conversions. They’re focused on giving their audience members the information they want and need during a tumultuous time.
Right now, it’s about forging relationships and trust.
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