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Technology & Software
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Financial Services
Financial services companies like banks, insurance firms, and investment companies require substantial content marketing support. Content builds trust and credibility which is vital when managing people’s money. These companies use content to establish expertise about financial products, market outlooks, retirement planning, risk management, and more specialized domains. Content also nurtures customers throughout their financial journey rather than just making a one-time sale. Financial content comes in many forms – blogs, videos, podcasts, newsletters, ebooks, and webinars.
Healthcare & Pharmaceuticals
The healthcare sector, including pharmaceutical companies, rely extensively on content marketing to educate patients and medical professionals on diseases, medications, treatments, clinical research, drug safety, and new scientific breakthroughs. Content is crucial for building credibility and trust to get medical stakeholders to adopt new therapies and treatments. Healthcare content spans patient education blogs, scientific data, clinical trial results, medical conferences, sales rep training materials, and thought leadership content to position global pharmaceutical brands.
Education & E-Learning
The education industry, both K-12 and higher education, use content marketing to attract students, demonstrate thought leadership, and provide value beyond the core educational products. Content is crucial to establish the institution’s credentials and compete for students nationally or globally. Blogs, research content, faculty thought leadership pieces, magazines, newsletters, and social media build brand awareness and affinity with target student demographics. Edtech companies selling e-learning platforms, online degrees, certification courses or skill training programs also rely on content marketing through all stages of the student purchase process.
B2B Products & Services
Business-to-business companies with specialized products or services targeted at other enterprises often have long, complex sales cycles requiring extensive education. Content builds brand awareness and thought leadership before sales teams attempt to make a sale. Account-based marketing using personalized content improves engagement across multiple touchpoints. B2B content appears as market outlook reports, customer success stories, product specs, virtual events, demo videos, ROI calculators, and more. Content production scales across 10s or 100s of products.
Non-Profits & Associations
Non-profit organizations need content to promote their cause or mission, attract donors and volunteers, provide value to members, recruit talent, and demonstrate impact. Content such as donor stories, annual reports, newsletters, and blogs aim to inspire action, connect emotionally with supporters, and maintain relationships over time. Trade associations, industry groups, chambers of commerce, charities, foundations, and other non-commercial entities require content for ongoing engagement and fundraising from their member and supporter base.
Specialized Industries
Nearly every industry today dabbles in content marketing to some degree. But there are certain specialized industries that are more content-marketing intensive due to the need for complex education, high-consideration purchases, or intricate customer journeys. Industries like commercial real estate, business aviation, manufacturing, construction, franchise sales, and wine/spirits rely heavily on content to attract prospects, nurture leads, and drive conversions over extended time frames. These industries need external content marketing expertise due to the specialized subject matter and audience knowledge involved.
Conclusion
Technology firms, financial service providers, healthcare companies, educational institutions, B2B product companies, non-profits, and specialized vertical industries have a strong dependence on skilled content marketing agencies or teams to fuel their inbound marketing strategies. The reliance on content marketing will only intensify as customers continue to self-educate through digital channels before engaging sales teams. Businesses that fail to embrace content-driven digital marketing will struggle to compete across nearly every industry.
