Never publish anything just because all the cool B2B healthcare companies are doing it.
Whether you love sushi or hate it, the concept of “omakase” is invaluable in considering or planning content.
Omakase is the tasting menu’s more deliberate cousin. A patron is left to the direction of the chef, who chooses fish, rice, broths, and other high quality items prepared in the manner, and served in the order they choose — all to leave a diner with a specific and deliberate experience. Your B2B healthcare content should create a similar experience for your clients and prospects.
Omakase menus are frequently presented from lightest item to heaviest, and we want to outline what we offer in the same fashion (along with a little explanation of what each type of content is intended to do).
Social Media Posts-These are attention getters. They can range from short tweets meant to drive attention to existing products, services and content, to longer posts on platforms like LinkedIn that connect on a broader industry level.
Blog Posts-Your blog is where readers get familiar with you, your approach to their business, the benefits you provide, and your perspectives on industry happenings. They tend to be less formal, but are good for making soft connections.
Product Overviews-No one enjoys reading product descriptions. It’s something they do because they need to learn more. Product (and service) overviews however can present new and interesting perspectives on what you offer as well as the benefits your clients can expect to receive.
Articles-These are similar to blog posts (and can even reside on your company blog) but generally address industry topics and are an opportunity to showcase your expertise on a topic and connectedness to industry needs.
Testimonials-Never underestimate the power of peer pressure. Customers want to hear that others have gone before them and walked away with positive experiences. Testimonials (written, audio, or video) are a short, pointed way to relay the stories of success you have to tell.
White Papers-…the article’s longer, more complex cousin. White papers are a report on an industry topic from your perspective. They are an opportunity for you to again, showcase expertise, but this time, in much more depth.
Case Studies-Case studies are testimonials all grown up. They tell the complete story of a customer experience, the issue that brought them to you, and the resolution they found. They are most interesting (and effective) in narrative or editorial format…no need for business to be dry.
Just like an omakase experience, your content should “walk” clients and prospects through lighter, awareness-building pieces to richer content that assures them you can solve their exact problems. Keep in mind that depending on your goals and strategy, these pieces can be repositioned and repurposed into endless combinations to suit your needs. Shoot us an email at growth@locutushealth.com to get started building or organizing your content progression today.