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
    physical health
    5 Ways Playing Games Can Improve Neural and Physical Health
    September 9, 2022
    Reasons For Hair Loss and Its Treatment
    Reasons For Hair Loss and Its Treatment
    February 16, 2022
    healthcare organization
    5 Actionable Strategies For Healthcare Organizations
    August 15, 2022
    Latest News
    Grounded Healing: A Natural Ally for Sustainable Healthcare Systems
    May 16, 2025
    Learn how to Renew your Medical Card in West Virginia
    May 16, 2025
    Choosing the Right Supplement Manufacturer for Your Brand
    May 1, 2025
    Engineering Temporary Hospitals for Extreme Weather
    April 24, 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
    Ireland Reveals Its Patient Stories
    August 13, 2015
    CMS delays final rule
    CMS Delays 2014 Final Rule
    November 25, 2013
    Can An Medication Reminder App Boost Adherence?
    September 28, 2020
    Latest News
    Building Smarter Care Teams: Aligning Roles, Structure, and Clinical Expertise
    May 18, 2025
    The Critical Role of Healthcare in Personal Injury Recovery: A Comprehensive Guide for Victims
    May 14, 2025
    The Backbone of Successful Trials: Clinical Data Management
    April 28, 2025
    Advancing Your Healthcare Career through Education and Specialization
    April 16, 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
Last updated: December 24, 2014 9:00 am
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

The Price of Obtaining Healthcare Today
What is Leadership in Medicine?
Are Healthcare Consumers at the Forefront of Digital Health?
Three Biggest Pharmaceutical Lawsuits of 2012: Psychiatric Drugs Focus of All Three
The Downside of P4P

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

Do You Grind Your Teeth at Night? Here’s How Night Guards and TMJ Treatments Can Help
Do You Grind Your Teeth at Night? Here’s How Night Guards and TMJ Treatments Can Help
Dental health
May 21, 2025
The Secret To A Confident Smile: Top Tips For Better Teeth
The Secret To A Confident Smile: Top Tips For Better Teeth
Dental health
May 21, 2025
Clinical Expertise
Building Smarter Care Teams: Aligning Roles, Structure, and Clinical Expertise
Health care
May 18, 2025
Grounded Healing: A Natural Ally for Sustainable Healthcare Systems
Grounded Healing: A Natural Ally for Sustainable Healthcare Systems
Health
May 15, 2025

You Might also Like

BusinessMarketing

Understanding The Impact Of Google’s Medic Update On Health Sites

October 4, 2019

Health Start-Ups! – FDA-Cleared iPhone App Measures Balance As a Part of Concussion Screening

June 30, 2013

Athenahealth Explains Why It’s Buying Epocrates (transcript)

January 31, 2013
Hospital Administration

Health Patients Say Thank You to Employees

November 23, 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?