So how did a medical device company best a competitor with a similar product and bigger marketing budget?
In the past, Monica and her team had relied heavily on trade shows to get in front of surgeons and physicians. Her trade-show budget had ballooned but still was just a fraction of what their competition was spending.
An avid reader of marketing blogs (especially MarketingProfs), Monica wondered whether content marketing would work for her company. She had received positive feedback on her authoritative handbooks and original protocols and knew surgeons appreciated it, but she wasn’t sure how to start using the content for marketing purposes. Not only that, Monica was already stretched thin and revamping the organization’s marketing strategy without help simply wasn’t feasible.
Monica decided to take the leap and dive into content marketing.
Her first step was to partner with an inbound marketing agency (us!) that specialized in B2B healthcare content. Working together with Monica’s in-house marketing team, we interviewed employees and customers to identify three target buyer personas. From there, the team developed a blog strategy and editorial calendar.
The content marketing program included: