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Personal branding for individual healthcare professionals (doctors) is a tightrope walk. While highlighting

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We're living in the age of big data, analytics and advanced BI ecosystem. Today, businesses are more concerned with measuring their marketing efforts to attain an improved return on investment (ROI). However, today, business intelligence (BI) has not just limited to numbers or data, it has gone to the advanced level of customer mapping. With the help of concepts like AI, marketers are in better control of the efforts that they were ever before.  Through multiple digital platforms, marketers are analysing the customer behaviour in every possible way. 

The Human Touch:

Although marketers are now adopting the concepts like chatbots to fasten their support channels, the need for human intervention will always be there. We need human assistance to understand, read and analyse what customers exactly need. How your audience is interacting with our social content (likes, shares or comments) need to be examined by humans.  The data collected through social analytics tools need to be segregated, categorised and analysed to create different buyer persons and this can only be done through human intervention. 

The Strategy:

The most important part of the social analytics (rather any data) is to put them into segmented buckets. The same size does not fit all. The marketers need to have a personalized approach to convert their audience into customers. 

The deep understanding of the company's products is another important part of the social strategy. The success of social intelligence significantly depends on the social listening capacity. If the marketers have the stable social listening strategy, their social analytics will help them build a convincing buyer persona. 

The Social Content:

Once the strong buyer persona is formed, the following task is to generate personalized social content. The collected data will not drive any result unless and until it is backed by a strong content strategy. 

The essence of business intelligence in social media is drive through social analytics, which helps marketers understand, design and nurture different buyer persona. These buyer personas are later backed by personalized content to help marketers acquire customers. 

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Content repurposing is an ideal way to use content in different formats.

What is content repurposing?

Content repurposing primarily talks about using a single piece of content into different useful forms. It is an opportunity to amplify your content for different channels, such as social media, blogging, infographics & videos. Content repurposing is one of the easiest ways to trigger content marketing efforts. It constitutes a larger pie in the overall content marketing recipe.

What’s the need?

Content repurposing is a better option for marketers who have content scarcity. The repurposing will help marketers publish their existing content into different formats on different platforms on a constant basis. Now, let’s look at the need of content repurposing at a broader level.

1. Majority of the content goes unused
2. Too many goals to achieve
3. Lack of content strategy leads to content abandonment
4. Too many content landfills
5. Too many channels to handle
6. The same size does not fit all

What're the benefits?

The benefits of content repurposing are immense and can help marketers acquire new clients and markets. Let’s have a look at some of them.

1. Reach new target audience
2. Content diversification
3. Maximize time and effort
4. Boost online visibility
5. Target multiple goals
6. Maximizes reach

The strategy:

Content plan: When as a marketer, you have a documented content plan, it becomes easier to identify different channels and content types.

Multiple channels: It is important to spread your content across different channels to make it available to the larger audience.

Create new content: It is very important to generate new content with the help of your old content. This helps increase the value of your old content.

Content audit: Every strategy is incomplete without an audit. It is important to audit your content on a regular basis to measure its effectiveness.

Content customization: Customize content based on the need of the channels and target audience.

Cross-promotion: Distribute and promote content into different formats and options. For example, promote a video link through blog posts.

How to do it?

There are different ways in which marketers can repurpose their content. It largely depends on the platform, objective and the need. Here are some ways through which content can be repurposed.

1. Make use of surveys to be re-created into images for social media
2. Make use of quotes from the blogs to convert into Facebook image post
3. Turn an old blog post into LinkedIn Article
4. User-generated content can be compiled into single Twitter Moment
5. A large article can be published in the form of tweets

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Be it your sales pitch or brand narrative content tonality plays a crucial role. Your content tonality helps you deliver the right message for improved audience consumption. As a marketer, you have multiple gateways to showcase your definite content purpose. Through your blog, emailer, videos or social media your audience can identify themselves with your products/services.

The content tonality is more of a solution to a majority of your conversation problems. The tonality helps you create, trim and deliver content that is native to different platforms. If you get your content tonality right, you are in a better position in tackling your customer engagement challenges. 

There are different ways through which you can adjust your content tonality as per the platform needs. Further, this is very much important from encouraging customer conversations around your brand and products/services.

Your content tonality has the power to form a positive sentiment around your brand. This tonality can represent different concepts, including

1. Your target audience
2. Your brand message
3.  Product/service promotion
4. Customer service
5. Competitive advantage
6. Your process

This tonality can touch upon different aspects of your business to create a stable growth environment for you. The need is to use this tonality in a right way. 
Small businesses often struggle to get this content tonality right due to lack of quality content resources. Here, the advice is to partner with capable content resources to identify the right content tonality and create quality content. 

Very often, businesses ignore the importance of the content, and content tonality, in precise. The too much focus on lead generation often ignores the content value. Hence, finding the right content partners becomes the primary task of the marketers.