I enjoy reading everything published by Mark Schaefer ranging from his blog to his five marketing books. In this HBR article, Mark explains how brands in highly regulated industries can be effective at content marketing by implementing a process and sticking to it.
The purpose of regulation in industries such as healthcare and financial services is not to stifle marketing altogether. Mark shares the example of BPV Capital Management, a national financial services company based in Knoxville, Tennessee. They have proven that brands in highly regulated industries can execute content marketing plans by developing a strategy with process and workflows that include a strong partnership with legal resources.
So, as Mark Schaefer says, if you’re in a highly regulated industry, stop hiding behind your lawyers.
Read Mark’s full article at: hbr.org