Within seconds of landing on a website, it’s obvious whether or not a brand is going to provide a positive digital and content experience for their online visitors. This was true when I reviewed the sites of B2B SaaS companies, and it’s true now as I dig into B2B health and medical brands.
Marketing is in a constant state of change, but communication—clear, compelling, consistent communication—will always be the cornerstone of successful branded content. And the best brands out there—the ones who understand the message they want to share and how to communicate it to their target audience—are adding a variety of content formats, visually engaging assets, and a healthy dose of humanity to their marketing materials.
These three B2B health and medical brands prove that you don’t need jargon to sound intelligent, that more text doesn’t mean more clarity, and that B2B marketing doesn’t have to boring.
HIMSS’s mission shines through every section of their site: to provide better health through information technology. Their content follows suit, and there are lots of content options available to visitors. For example, their resources library allows users to search by topic or content type. Each sentence and content asset—from their original research to career mentorship podcasts—serves in educating and supporting health care providers.
But perhaps one of their most brilliant content marketing wins is their Twitter feed, where HIMSS regularly introduces fun (and clever) visuals complete with nicely designed stats about health and IT. These messages garner tweets, retweets, and favorites galore from their online audience.
I’m obsessed with this brand, and I’m not even running my own fitness business. MINDBODY—providers of business management software for primarily health, wellness, and beauty businesses—creates a beautiful, enjoyable content experience across their website. The look and feel of their site is clean and inspiring, and their content is central.
For example, the GIFs on the homepage create an entrancing experience. The footage is taken from the full video that pops up when you click their call to action, and explains MINDBODY’s mission in serving their clients. Also, the text over the GIF perfectly sets up the CTA. Stories work, and in this video, they show that every one of their clients (and potential clients) has a story behind the creation of their business, the desire to make the bold move to start a business, and the rewarding experience that follows. And the CTA isn’t “watch a video.” No. Instead, it’s “Get Inspired.” How could you not click? Beautifully done.
MINDBODY also has a regularly updated blog that’s clean and visual, and each blog post ends with a CTA that drives to a gated (and relevant!) content asset. For example, in their blog post titled Writing Your Way To New Clients, the author explains the power of writing educational articles that inform your target audience. Then, at the end of her post, there’s a call to action to get more marketing tips, which drives to their whitepaper, “5 Misconceptions About Marketing.”
Basically, MINDBODY has created a content-focused lead generation machine. There are opportunities for conversion across their site, including their incredible resources page, which offers industry-specific and general assets including whitepapers, webinars, videos, and case studies.
Another brand focused on health IT is Greenway, and their regular doses of content on their blog and website keep their messaging fresh and their target audience engaged. On their homepage, for example, they offer “quick links” to useful content and tools for potential customers, including whitepapers and webinars.
The Greenway Health blog focuses on reaching primary care providers. And, similar to MINDBODY, their blog posts offer interesting and easily consumable information, followed by a call to action that drives to a relevant and larger content asset. Take, for example, this blog post on 3 Inspiring Facts About Primary Care Providers. At the end, the CTA leads to a gated asset that walks through the results of a lifestyle survey conducted by Greenway.
With webinars, blog posts, whitepapers, and infographics—like the one below—they consistently provide a healthy mix of content types for their audience.
Key Takeaways for B2B Health and Medical Brands
As shown by the three companies above, B2B brands using content effectively provide opportunities to attract and convert web visitors into potential buyers. Here are a few of the tactics these brands consistently use to drive results.
- Intriguing, relevant calls to action to drive to additional content assets
- A healthy mix of content types
- A human, personable tone (tip: Avoid the jargon and have some fun with your content!)
Content is the fuel of a successful lead generation strategy. It attracts buyers to your site through blog and social channels, educated them on relevant topics, creates an opportunity to provide your brand with their contact information, and feeds your demand generation strategy once they’re in your database.
Basically, content links all the pieces of your marketing strategy into a seamless buyer experience, creating a healthy and enjoyable experience.