One to one communication is the starting point…
Between podcasts, blogs, videos, and a ton of other formats, the web is already overflowing with content. There’s information for patients and for customers, and a lot of it is really useful.
The question that so many of us are now focusing on is “how do I get that information to the right people?”
There are programmatic solutions for enterprises. SEO is still a robust industry focused on aligning intent with content. Social media experts seek to engage the right folks online.
All of these are valid and important channels.
Right now, my biggest focus is on aligning content with people we’re already having conversations with.
As a team, we’re working on aligning information to current customers and to prospective customers. We already found a way to answer a lot of our customers’ questions in one format or another, but I’ve not yet put together a structure for us to easily reach for those answers.
After all, the first step in getting programmatic solutions correct is to understand how effective communication best works at a one to one scale.
More than SEO or social media, this is one of my biggest goals for our content this year: to make it a part of current conversation.