We’ve talked frequently on this podcast and on my blog about developing a content strategy. This episode looks at it from a different angle. It’s about how to coordinate and execute your strategy working with your peers in design, analytics, media, IT etc.
Buddy Scalera is a content strategist at The Medicines Company with 17 years of experience in healthcare and life science marketing. He was very generous with his time on a Friday evening (Thanks, Buddy!) and expanded on his ideas that I first discovered while listening to Joe Pulizzi and Robert Rose on the PNR With This Old Marketing Podcast following the CMI Intelligent Content Conference.
There are a ton of good ideas in this interview from the simple (but not always achieved) like answering customer’s basic questions to the more advanced like hiring a content engineer with code level understanding of your marketing systems to help you execute better. He describes what those content engineering unicorns look like and how they can give you an advantage over your competitors.
We also discussed how to:
- Set goals for measurement
- Work with media editors based on what you want to accomplish
- Maximize re-purposing opportunities to expand your distribution (you know how much I love that!)
Then we extended the topic to what Buddy looks for when he is hiring people for any of the roles in that 6 ring circus.
Buddy finished with a discussion of visual content and what’s missing in a lot of pharma marketing right now.
Slide 25 in this presentation is the starting point for this whole conversation:
Digital Transformation Is A Journey, Not A Destination (from cmo.com)