Digital marketing strategies are ever-evolving, so staying ahead of the curve and consistently engaging your target audience is essential for success. One innovative strategy that we employ with life science and pharma clients is waterfall content.
Hear from ramarketing’s content and digital marketing experts to discover more about waterfall content strategies for companies operating in the competitive outsourcing space:
Matt Dent, Head of Content
Emma Wallace, Digital Marketing Manager
Charlotte Racher, Social Media Manager
The team introduces the approach and walks you through waterfall content creation with explanations about how it can be implemented with maximum success.
What is a waterfall content strategy?
Let’s start with the basics. A waterfall content strategy is a multi-phased approach to content creation and distribution that maximizes the value of your content assets.
It revolves around the idea of creating a high-value piece of content, such as a long-form eBook, whitepaper, or technical document, to then repurpose and distribute it across various channels which will drive engagement and generate leads.
There are two primary ways this strategy can be implemented:
- Creating new assets
You start by developing a high-value content asset, often a comprehensive piece that addresses a specific topic in-depth. Once created, you break down this primary asset into smaller, more digestible pieces of content, such as short-form and snackable formats like infographics, blog posts, FAQs, and case studies. These smaller pieces are then used to support SEO efforts and drive traffic to the primary gated asset, ultimately generating leads and creating an engagement pathway for your audience.
- Repurposing existing assets
In some cases, you may already have valuable content assets sitting idle. Using the waterfall approach enables you to repurpose and repackage them into various formats, extracting maximum value and extending their lifespan.
Why should life science marketers consider a waterfall content strategy?
Now that we’ve covered the basics, let’s delve into why you should consider adopting this approach:
- Efficient use of resources
Content strategies are incredibly efficient in terms of resource utilization. By creating one high-value asset and repurposing it, you can maximize the return on your content investment.
- Lead generation
The strategy is particularly effective for lead generation, as it works to drive traffic to the primary gated asset that has to be accessed by inputting contact information. This means you can capture valuable leads and initiate an engagement pathway that converts prospects interested in your content into customers.
Waterfall content strategies can be tailored to support tactics across the marketing mix as part of lead generation, brand awareness, or account-based experience campaigns.
While content inevitably has a shelf life, a well-executed waterfall strategy can extend its sell-by-date significantly. By monitoring engagement and refreshing content when necessary, you can keep it relevant and engaging for longer.
6 tips for maximizing your return on investment
Here are some practical tips to ensure your waterfall content strategy delivers maximum ROI:
- Maintain visual diversity
Don’t rely on the same graphics or visuals for every piece of repurposed content. Variations in design and presentation can help maintain audience interest.
- Regularly update and refresh content
Legacy content should not be left to gather dust. Periodically revisit and update older assets to keep them relevant and engaging.
- Tailor content to buyer personas
Customize your content strategy to align with your target audience and their specific pain points. This ensures that the content remains relevant and valuable.
- Leverage data for decision-making
Use data analytics to inform your content choices. Monitor engagement metrics and adapt your strategy based on what’s working and what’s not.
- Align with your overall strategy
Ensure that your waterfall content strategy is seamlessly integrated into your broader marketing strategy and objectives. It should complement and enhance the overall strategic direction of travel.
- Stay flexible
While planning is essential, be open to adjusting your strategy based on changing market conditions, trends, and audience feedback.
A waterfall content strategy can be a game-changer for your marketing efforts.
By creating high-value content assets and strategically repurposing them across various channels, you can drive engagement, generate leads, and extend the lifecycle of your long-form content.
Remember that the key to success is adaptability and a commitment to delivering valuable content to your audience. Consider the unique needs and goals of your target audience, and tailor your strategy accordingly.
Knowing where to start can be a challenge, but ramarketing is here to help.
Speak to our team to find out more about bespoke packages tailored to your needs – including waterfall content strategies worthy of Niagara Falls…