By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
    Health
    Healthcare organizations are operating on slimmer profit margins than ever. One report in August showed that they are even lower than the beginning of the…
    Show More
    Top News
    learn to recognize and treat yeast infections
    Most Commonly Asked Questions About Yeast Infections
    November 17, 2021
    Advanced lung cancer diagnosis systems used by doctors
    Advanced Lung Cancer Diagnosis Systems Used by Doctors
    March 6, 2022
    The Top Benefits of a Wearable Blood Pressure Monitor Watch
    The Top Benefits of a Wearable Blood Pressure Monitor Watch
    June 13, 2022
    Latest News
    7 Most Common Healthcare Accreditation Programs: Which Should You Use?
    August 20, 2025
    Hospital Pest Control and the Fight Against Superbugs
    August 20, 2025
    Hygiene Beyond The Clinic: Attention To Overlooked Non-Clinical Spaces
    August 13, 2025
    5 Steps to a Promising Career as a Healthcare Administrator
    August 3, 2025
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
    Policy and Law
    Get the latest updates about Insurance policies and Laws in the Healthcare industry for different geographical locations.
    Show More
    Top News
    Life Expectancies and Lethal Injections
    May 6, 2015
    The Future of Healthcare and Big Pharma is in Big Data Analytics
    February 5, 2021
    Financial Assistance for Clinical Trials
    September 16, 2015
    Latest News
    How Social Security Disability Shapes Access to Care and Everyday Health
    August 22, 2025
    How a DUI Lawyer Can Help When Your Future Health Feels Uncertain
    August 22, 2025
    How One Fall Can Lead to a Long Road of Medical Complications
    August 22, 2025
    How IT and Marketing Teams Can Collaborate to Protect Patient Trust
    July 17, 2025
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: Map Your Content for a Successful Content Marketing Strategy
Share
Notification Show More
Font ResizerAa
Health Works CollectiveHealth Works Collective
Font ResizerAa
Search
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > Business > Map Your Content for a Successful Content Marketing Strategy
Business

Map Your Content for a Successful Content Marketing Strategy

David Avitabile
David Avitabile
Share
4 Min Read
SHARE

Strategic_planning

Strategic_planning

Crikey. It’s hard to believe that another year is coming to a close. This year has been a great one for us, and I hope that for all of our friends, clients and colleagues it has been just as good. MANA is now firmly established, serving clients in multiple innovation-focused industries, and working hard to change the agency business model. And our work is just getting started.

This time of year has always been my favorite. Probably because it is always filled with optimism. As we plan for the year ahead, we look forward to new strategic directions, new programs and new clients. And for the clients we work with who are focused on content marketing, this time of year is the time to engage in content mapping for the year ahead.

More Read

Imaging Tests Available Stat! The Blame Game Isn’t Necessary
Are Radiologists Not Getting Paid for ED Procedures?
The White House Office of Science and Technology Policy (OSTP) “Grand Challenge”
McKesson on Tour: Local Health In Every City
Primary Care Physicians – Why Wellpoint Wants to Pay You More

So what is content mapping, and why is it important? The concept is simple. Content mapping is about delivering the right content, to the right audience, at the right time. It is to content marketing what personalized medicine is to healthcare. It is a powerful part of any content marketing strategy. Understanding who your audiences are, how they consume information, what motivates them, and segmenting them by different stages in the decision making process are key ingredients to successfully mapping your content.

For those of us who have worked across multiple marketing and communications disciplines, the core principles of content mapping are easy to recognize. As somebody who has managed medical communications companies in the past, I believe that publication planning is really the birthplace for modern content mapping and much of content marketing. In medical communications, every good publication strategy starts with the data, and then maps out when, where, how and to whom that data will be communicated. It includes deliverables such as competitor and market analyses, audience definition and segmentation, message development, a master timeline and message delivery matrix, proposed content for peer reviewed medical journals, medical congress activities, medical advisory boards, digital media, medical symposia, medical affairs activities, book chapters and more. A good publication plan crosses multiple channels and media formats to deliver scientific data and information in a consistent, impactful way. And so does a good content marketing strategy.

If you are an agency selling content strategy and mapping to your clients, I hope I haven’t pulled the curtain away completely on your Wizard of Oz by showing that the concept of content planning and mapping really isn’t that new. The fact is that its roots go back decades. For clients, regardless of the fact that it isn’t new, content planning is an essential approach to effectively launching and marketing your company, product or service. So if you are a healthcare marketing professional (or any marketing professional for that matter), and you are looking for the best place to start, this is it.

On behalf of MANA LLC, I want to wish everyone a happy, healthy and prosperous holiday season and New Year.

Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

engineer fitting prosthetic arm
How Social Security Disability Shapes Access to Care and Everyday Health
Health care
August 20, 2025
a woman explaining the document
How a DUI Lawyer Can Help When Your Future Health Feels Uncertain
Public Health
August 20, 2025
physiotherapist at work
How One Fall Can Lead to a Long Road of Medical Complications
Health care
August 20, 2025
Common Healthcare Accreditation Programs
7 Most Common Healthcare Accreditation Programs: Which Should You Use?
Health News
August 20, 2025

You Might also Like

ortho independence HIS
BusinessOrthopaedics

7 Tips for Entrepreneurial Orthopedic Surgeons to Stay Independent

January 30, 2013

Who Will Speak For Physicians and Their Patients?

August 30, 2012

Medical Imaging March Madness – Stage 2 and the Health Affairs IT Study Debate

March 28, 2012
Global HealthcareHospital AdministrationMedical Ethics

Corporate Social Responsibility in Healthcare

August 13, 2012
Subscribe
Subscribe to our newsletter to get our newest articles instantly!
Follow US
© 2008-2025 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?