Highly regulated industries like healthcare, financial services, and pharmaceuticals are notorious in the communications space for stifling creativity, requiring professionals to prioritize legal compliance over a compelling narrative in their content. But despite the perceived challenges, marketers in these industries have a prime opportunity to create valuable content that both engages their audience and further differentiates their brand.
In this #ContentChat, Ahava Leibtag (@AhavaL), founder and president of Aha Media, shares how you can make content marketing work in highly regulated industries, including tips for partnering with legal and compliance, recommendations on the type of content you can create in a regulated industry, and ways to encourage employee brand advocacy.
Check out the recap of our conversation below, and if you’d like to learn more on the topic, read the takeaways from our past chat on creating interesting content for conservative industries.
Q1(a): Certain industries have significant regulations around their communications with the public, including healthcare, pharmaceuticals, and financial services. Does that mean content marketing is impossible for those industries?
Content marketing is possible for any industry given that one of its core purposes is to build relationships with an audience.
Absolutely not. In fact, the goal of #contentmarketing is to build relationships with audiences through education. Those industries sell complex ideas and products. They need to educate their audiences about what they provide and why it’s important.#contentchat
— Ahava Leibtag (@ahaval) March 2, 2020
Marketers in regulated industries have additional considerations to navigate, including the need to closely partner with legal and compliance teams.
A1: Having been the one in charge of creating a content strategy in both financial services and healthcare organizations, I can safely say that there are a TON of things you can do from a content marketing perspective. You just need legal and compliance buy-in. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) March 2, 2020
A1: It’s certainly difficult, but not impossible. Marketers just need to know the ins and outs of the regulations so they can still inform their audience while adhering to communication standards.#ContentChat
— Dr. Donald Hecht (@realDocHecht) March 2, 2020
A1: Definitely not! It just means that writers need to be creative, cognizant of limitations, and be prepared to edit campaigns that don’t fall in the lines. #ContentChat
— Rachel Wendte (@rkwendte) March 2, 2020
A1: Not impossible but you are needing to be more aware of what you are creating and what the regulations are and that legal needs to be your friend. #ContentChat
— Bernie Fussenegger #Digital360Chat (@B2the7) March 2, 2020
Remember that all companies in these industries are bound by the same regulations, so marketers have to get creative and be flexible to stay ahead of the competition.
A1: Another way to look at it: the issue is not the restrictions and challenges with regulations, but whether you can outperform the competition, all of whom share the same challenges.
— Open Road Digital (@openroaddigital) March 2, 2020
A1. Not at all! In fact, a great #contentmarketing strategy can really help companies like this stand out.
Just avoid jargon, outdated design, and boring copy — all common errors within those industries. #ContentChat
— Liz Willits (@lizwillits) March 2, 2020
A1: Regulated industries can be difficult to work with from a content marketing stand point, but not impossible. It requires much more organization and patience, and the lack of competition will generate better rewards for your client(s). #ContentChat
— Derek Pillie (@derekpillie) March 2, 2020
A1: Absolutely not. Many industries are heavily regulated, it doesn’t mean you can’t provide content for them, in fact, they need it more. Especially from knowledgable writers. #ContentChat
— Brandie McCallum (@lttlewys) March 2, 2020
— Jen Brass Jenkins (@chrliechaz) March 2, 2020