As a digital marketer, you’re likely aware of the rising prominence of modular content. A growing number of leading pharmaceutical brands are incorporating this approach into their digital marketing strategies. This article defines modular content and discusses its benefits to marketers.
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What Is Modular Content?
Modular content is the organization of text and images into small modules to publish across multiple channels and several media, such as social media, landing pages, or eDetailers. This approach promotes approved content reuse and decouples content units from layout and design. Demand for content blocks is becoming increasingly popular among marketers because it has several advantages over conventional content creation, management systems, and traditional workflows.
Modularity Helps Develop Compelling, Relevant Content
This approach lets pharmaceutical companies develop suitable content modules for local customers across channels and, as a result, these companies send useful and relevant messages that resonate with the target audience. Such compelling messages address your prospects’ concerns, build trust among target customers, and improve their knowledge during the buying process.
The Modular Approach Reduces Errors and Builds Trust
When salespeople present inaccurate facts while pursuing a sale, they often lose the prospect’s trust because the inaccuracy comes across as deviousness. However, in reality, these errors and omissions are typically a result of the salesperson having outdated content. This approach breaks down essential content into small elements, stores them in a central repository, and updates them separately. Easy access to these up-to-date blocks of content minimizes errors, allowing medical representatives to build a stronger trust bond with HCPs.
Modular Content Strategy Improves the Frequency and Agility of Communication
According to the 2021 Buyer Preferences Study by Korn Ferry, only 43% of buyers ask sales reps for help when assessing their needs or potential solutions. Consequently, teams must respond efficiently. This approach enables them to do this by making it easy to quickly collect and assemble pre-approved content. As a result, they can have deep and useful conversations with customers or partners.
Digital Modular Content Improves Brand Integrity and Consistency
Despite their commitment to growing their pharmaceutical companies’ brands, digital marketers often fall prey to off-brand decisions during the content development process that erodes brand development efforts. This is common among marketing teams who violate established practices because they lack formal training in brand design. The modular content approach can help prevent this problem by separating design and content production. It automatically applies best practices guidelines to creating content and helps avoid off-brand executions.
Modular Content Marketing Minimizes In-House Design Costs
Local marketers often request their in-house design teams for one-off projects. Modular content systems minimize the complexity and frequency of these requests, lowering the labor budget. More importantly, this approach helps creative pharma leaders avoid getting caught up in the specifics of the local market. As a result, they can focus on content strategy and digital experiences for their business.
Use Modular Content to Connect with Your Audience Better and Grow A Stronger Brand
This approach can significantly improve your existing communication, boost content marketing campaigns, and grow your brand by streamlining the right content elements. Visit Viseven and learn how to use modular content in pharma and boost businesses’ processes.