Content creation: Are you a saint or a sinner?

Published: 6 Months agoNews


Becki Ahmed

Marketing Lead


B2B Marketing Expo, Excel London

Last week saw the return of the B2B Marketing Expo, held at Excel London - a prime location to see the latest innovations in marketing across multiple industries. Our team spent two days listening to insights regarding GDPR compliance, marketing automation hacks, transforming your search marketing and harnessing new technologies.  This post focuses on the topic that resonated most with our team – content consumption. 

GoToWebinar’s Director of Marketing, Daniel Waas shared insights into content consumption in which 3,000 professionals were surveyed regarding their preferences and what grabs their attention.  Helping to answer questions every marketer asks as they analyze the behavior of their audience.  What did they search for?  Why did they choose this content?  Which content type resonated with them? Will they return?

The survey covered motivators, topics, catering to different audiences and finally the hallmarks of good and bad content.

What are motivators of professionals searching for content?

Waas stated that the majority are looking for three things; new knowledge and skills, staying up to date with industry trends or for fresh ideas to bring into their strategies. Dependent on their attitudes, they need this to be on demand – accessible at any time, any place. Deloitte confirms this in their “Rise of On-demand content” Whitepaper, stating that mobile devices have taken over as the preferred medium for consuming online media.

How to cater to different audiences

When writing content, you need to think of who you are targeting, and how that audience segment wants to consume it.  For instance, an executive audience looks for a broader range of content types with an emphasis on more traditional media e.g. print and analyst reports.  Marketing week recently reported that marketers are underestimating the value of this media such as direct mail and magazines. Executives are looking for deep, rich content to support them in making crucial business decisions; listing industry news as their number one priority to stay up to date with the ever-changing landscape. 

Framing your content

Three content types with the highest daily consumption rating were blogs, videos and forums.  With video content also being listed as the most engaging type.  However, this isn’t to say you should start creating all your content in video, your content should be:

  1. Relevant – Does the content connect to their interest? Is it catchy, timely and topical? Can it be trusted? Has it received a high number of likes?
  2. Valuable – Does it share insights on best practice, statistics, survey data or industry news/trends?

Content naming conventions can also have a big impact in reach.  When reviewing the patterns of 50,000 webinars through GoToWebinar, it showed sign ups were affected when using:

  • Plain factual titles - led to a 19% decrease
  • Statements regarding the latest industry trend - led to a 12% increase
  • Content levels i.e. beginners guide - led to a 16% increase
  • “How to” content - led to a 36% increase
  • Lists such as “19 creative ways to change your strategy, number 7 will blow you away” - led to 43% in sign ups

 Hallmarks of good (and bad) content

To close, the session looked at the hallmarks of good (and bad) content…

Starting with the seven sins of content marketing:

  1. Too promotional
  2. Too wordy
  3. Too high level
  4. Unactionable
  5. Poor format and design
  6. Poor writing and delivery
  7. Not delivering on your promise

So, what do you want to aim for when creating good content?

  1. It needs to be easy for your audience to understand
  2. Provide value or be educational
  3. Lastly, you need to entertain, or you will quickly see your audience disengage


In summary, there are 7 top tips for content marketers based on the results of the survey:

  1. Learning new skills is the number one motivator for content
  2. Content relevancy wins overall
  3. Best practices are the most valuable topic
  4. Lists and “how to” guides resonate well with audiences
  5. Beware of too promotional, too wordy and/or too high-level content
  6. The best content is easy-to-understand, educational and fun
  7. Executive audiences use traditional media and prefer deep, rich media

Although GoToWebinar’s survey targeted professionals across multiple industries, these tips can be relayed directly to content created in Pharma. At PharmiWeb Solutions we support our clients to promote their content via the right medium to suit their audiences needs: be it an email marketing campaign, global eDetail roll out or virtual reality experience for congress.

Get in touch to talk to one of our consultants on how to maximize the delivery impact of your content.

Credit to Daniel Waas, Director of Marketing @GoToWebinar for an insightful session at the B2B Marketing Expo 2018


Becki Ahmed

Marketing Lead


Becki has over 7 years’ experience working in digital marketing in pharma, with a Bachelor’s Degree in Business and Marketing Management.  Her specialties include marketing communications, strategic campaign management, and CRM.