Post by account_disabled on Jan 23, 2024 8:56:16 GMT 5.5
There was no blog on the site: traffic came from organic search and contextual advertising. There was a "Knowledge Base" section where case studies and how-tos for customers were occasionally published. The client decided to add content marketing as a promotion tool and approached us with this task. It was necessary to build from scratch and run a blog, drive traffic and tell potential customers about the customer's product. Terms of cooperation: from November 2019 to the present (with a break due to the pandemic). What did we do? The blog was created from scratch, so we covered all stages of content marketing. 1. Developed a content strategy Before starting work, we conducted a marketing analysis and developed a promotion plan. For this, a detailed brief was drawn up for the customer.
Questions about the product were asked to managers and the sales C Level Executive List department, questions about customers - to the customer department. Conducted an analysis of the target audience. Our client has several CA segments: heads of medical centers, chief doctors, clinic staff, sysadmins, whose task is to choose a system for the clinic. We analyzed each segment according to the following parameters: What does this CA segment want? What is he afraid of, what is his pain? What content does he want to receive and in what formats? Where does the customer look for information and how does he find content? As a result, the focus of the blog was on the largest segment - clinic managers. Articles are mainly written for them Articles are mostly written for them Analyzed the product. Our client is a medical information system developer. Accordingly, the product is an MIS. It includes several modules.
We studied each module and decided to talk about them in detail. Such information will be useful both to potential customers who choose MIS and find our articles in the search, and to current customers - they receive ready-made instructions on how to use the module. Articles about the client's product Articles about the client's product Analyzed competitors. To do this, they requested data on the main competitors, studied their product and content. Special attention was paid to the analysis of competitors' content, and it was conducted according to the following parameters. competitor summary table We compiled a summary table of competitors and entered the analysis data there As a result, recommendations were given to the client on rebuilding from competitors: Recommendations brought to life The recommendations were implemented, and the results will be discussed a little later Conducted an analysis of the client's own content ((site, social networks, publications in the mXxx media).
Questions about the product were asked to managers and the sales C Level Executive List department, questions about customers - to the customer department. Conducted an analysis of the target audience. Our client has several CA segments: heads of medical centers, chief doctors, clinic staff, sysadmins, whose task is to choose a system for the clinic. We analyzed each segment according to the following parameters: What does this CA segment want? What is he afraid of, what is his pain? What content does he want to receive and in what formats? Where does the customer look for information and how does he find content? As a result, the focus of the blog was on the largest segment - clinic managers. Articles are mainly written for them Articles are mostly written for them Analyzed the product. Our client is a medical information system developer. Accordingly, the product is an MIS. It includes several modules.
We studied each module and decided to talk about them in detail. Such information will be useful both to potential customers who choose MIS and find our articles in the search, and to current customers - they receive ready-made instructions on how to use the module. Articles about the client's product Articles about the client's product Analyzed competitors. To do this, they requested data on the main competitors, studied their product and content. Special attention was paid to the analysis of competitors' content, and it was conducted according to the following parameters. competitor summary table We compiled a summary table of competitors and entered the analysis data there As a result, recommendations were given to the client on rebuilding from competitors: Recommendations brought to life The recommendations were implemented, and the results will be discussed a little later Conducted an analysis of the client's own content ((site, social networks, publications in the mXxx media).