We are working on content creation with specialists in market access for the pharmaceutical industry, NAS Healthcare Solutions. They needed our help to update the words on their website and publish regular content and blogs every month. These actions would attract new website visitors and engage them with useful articles, as well as improving the website’s ranking on search engines.
The Challenge
The company’s managing director contacted us as she was aware that the NAS Healthcare Solutions website had not been updated for several years. She did not have the time to review it herself. She knew that a lot of the original content was out of date and there was no presence on social media channels for the business.
Method
We examined the business to establish the types of client it wanted to attract. Then we conducted an in-depth review of all the words and messaging on the website and presented a plan of action to update it. We also recommended a programme of regular blog posts on topics of interest to the company’s clients. In addition, we suggested a Twitter account should be set up to share updates more widely. New content would also be shared via the managing director’s LinkedIn account.
It was pointed out that the website words would benefit from rewriting to be more user-centred. Words were changed to focus on addressing issues that site visitors may have. Irrelevant content was removed and all the page were checked for layout, spelling and grammar.
The regular blog posts were suggested as a way to demonstrate the brand’s authority in its areas of expertise, to keep the website fresh and up to date, and to help improve the website’s ranking with search engines. Content would be chosen for its relevance and usefulness to the target audience. Over time, these blogs would build into a rich resource for site visitors and increase trust in the company.
The new Twitter account and LinkedIn would be used to amplify the messages posted on the website, building a broader following from these channels.
Choosing topics of interest for the blogs would also bring greater visibility to organic traffic searching online, encouraging more visitors to find the website and to stay on it when they found useful information. Again, this time on website pages would improve the website’s ranking with search engines. Visitors would be more likely to trust the company, make an enquiry and, ultimately, use its services.
Results
NAS Healthcare Solutions understood the business case for all the suggested website updates and new content creation plan. They embraced the changes and worked with us to carry out the upgrades.
The website was made secure and the content was updated. Live links were added to the social media accounts. Links to other experts’ websites were added, to be of value to visitors and improve the website’s ranking with search engines.
A content plan was put in place, based on the client’s areas of specialism and key dates for the company through the year.
Each month, we collaborate to finalise subjects, then write and edit the new content. Once it is uploaded, it is publicised on the managed Twitter account and LinkedIn. Proactive, regular retweeting and ‘likes’ on the Twitter account serve to build its presence and, hence, the profile of the brand. Sharing of new content via LinkedIn has brought greater interaction with contacts in the pharmaceutical sector.
Content marketing in this way creates a body of useful, relevant information that visitors can mine. Offering free advice demonstrates expertise in the field and builds brand reputation. Search engines’ spiders crawl this content and value relevant, useful and informative articles highly, promoting these websites higher on the search engine results page (SERP). They are also more likely to be used for featured snippets online when people ask a question that the article answers.
Regular communication and collaboration with the client ensures messages stay on track and new content is published regularly. We are there to guide and manage the content creation and content marketing process, taking the lion’s share of the workload, so the client can focus on the rest of her business.