One of the main goals of your content marketing strategy should be to produce content that informs and educates. But that doesn’t mean that the content you create has to be dry and boring like a university lecture. These days, health technology companies and organizations are using a combination of rich content (media, statistics, social media posts, studies and more) to make their content more engaging and interesting.
Let’s take a closer look at one such initiative, from the California Tobacco Control Program or CTCP. Due to the rise and inherent dangers in vaping, this program wanted to give parents a way to understand not just the massive trend, but also the actions of manufacturers to try and snare young kids through enticing flavors.
Flavors Hook Kids
According to the website Flavors Hook Kids, there are currently over 15,000 different vape flavors available online, with over 90% of kids starting vaping with a flavored product. A content strategy was launched that not only educated parents and caregivers on the dangers of vaping in kids and teenagers, but also gave them concrete steps to take action and notify their elected officials in an attempt to have the sale of flavored tobacco banned.
Through this initiative, parents can not only get educated on the many different ways in which tobacco companies target teens and young adults but also how the nicotine salts (the additive in vapes that make them addictive) affect the development of the adolescent brain. Understandably, parents want to protect their kids and direct that action in a way that creates positive change. That’s where the content strategy comes in.
Information Leads to Action
The goal of the site goes well beyond being informative and informational, but also leverages engaging pieces of information such as statistics and videos directly from teenagers themselves talking about the dangers of vaping and the importance of eliminating flavored tobacco products.
Although California is one of the few states that has banned the sale of flavored tobaccos (including menthol), teens still have access to certain vaping products online, namely pods, pens and refillable devices. The California Tobacco Control Program has taken great strides to inform parents of just how sinister the tobacco companies are in pushing these products to teens, even going so far as to share the tobacco companies’ “Kids Menu” with cool-sounding names like Blue Razz and Pegasus Milk.
As a result of not only being informed and informing others, parents can take direct action from the site, emailing their representative in just a few clicks. They can also download a guide to learn more and find vape support groups to continue working toward the elimination of these types of products in their states.
The Bottom Line: Reaching the Right People with the Right Content at the Right Time
It wouldn’t have been enough if the program simply plastered up blog articles with a call-to-action to “contact your representative”. These days, people want to take action in as few steps as possible, yet still want to make an impact, therefore, the site had to hit all the right buttons from not just a content perspective but a conversion one as well.
If you’re ready to learn more about how you can incorporate these types of strategies in creating your own informative content across the board, reach out to the health tech marketing experts at Workdom today and let’s discuss the best way for you to reach more clients with your innovative solution.