Great Content is Only One Piece of the Puzzle

Make your content go even farther with a content journey

Jul 28, 2022 | Kate Domin - Doximity Marketing Associate

It can be easy to fall into the trap of creating content that you want consumers to see rather than considering how consumers want to engage with your brand. Stepping back and developing a content journey that centers on your consumer can work wonders for your marketing strategy and amplify the impact of your content. 

The beginning of your user’s content journey is the perfect time to introduce your brand. Content should focus on high-level concepts and grab attention. Consider an article that demonstrates your organization’s thought-leadership on a topic that will resonate with your target audience.

As a user becomes more familiar with your brand, you have the opportunity to develop a relationship. Follow up with content that digs deeper. Focus on a specific facet of your organization that makes you stand out from the rest such as how your organization is incorporating new technologies that address inefficiencies for physicians. 

Users who continue engaging with your content as they move down the funnel seek more substantial and actionable materials. The next step in the content journey for these key users might be direct outreach: inviting them to a webinar, offering a connection, or encouraging them to download an app.

Of course, certain types of customers will respond differently to your brand and your content. That’s why understanding your audience through specific targeting can enhance your content journey. Imagine you are seeking to develop brand awareness for a cutting-edge neuroimaging facility in Phoenix, AZ. You are hoping to reach all primary care providers in the area, as well as neurologists and neurosurgeons. Given that neuroscience specialists have a different level of familiarity with fMRI technology, their content journey might start with more in-depth content. On the other hand, primary care providers might prefer introductory content on the benefits of fMRI and the additional capabilities it provides. 

Regardless of your target audience, linking your content together into a cohesive story that the consumer follows as they become more interested in your organization activates deeper engagement. Click here to see how one large academic health system leveraged a content journey on Doximity for exceptional results.