"We use white papers very frequently and effectively, but it's the relevancy and interest of the content that matters. We also blog and tweet to promote our content. Video is quickly becoming a mainstay of our content strategy because it's so easy and entertaining for our audience. We also did a survey through one of our industry publications this year with very good results. The great part about surveys is that you can turn them into multiple types of content, such as white papers, blogs and webinars."
"We developed an app that helps support the selling and technical conversations that our customers need to have with their patients. And our expert blog and our white papers provide technical and growth insights. Both have been well-received. Our social media programs help to drive even more traffic to the blog and white papers, while our more traditional marketing tactics help drive customers to our social and online communities. We really work hard to offer relevant content. That way we position ourselves well in our industry, and it also shifts our communications concerns from frequency of communication to a focus on the value of the communication."
"As we produce various pieces of content, we think in a 360-degree format. We don't want to produce a standalone video featuring just one of our products, technology or application experts. Rather, our content marketing strategy is to produce a video in the context of the larger, outbound consumption streams, and then merchandise the content to its fullest extent. In this example, the video exists as a call to action, [but] it could also reside on our YouTube channel with links to our many other social media outlets—and the transcript of the video could be turned into a white paper, the subject of a blog posting and the content for an infographic."