A recent content marketing campaign that Optum created with the Washington Post’s content marketing arm, WP BrandStudio, made the bold move of educating health system stakeholders and consumers about the opioid epidemic and advocating for a point of view about how to solve the crisis.
The “opioid epidemic” is a concept too large to fathom for many. So, when marketers at Optum decided to create a content marketing campaign to educate customers, they had to be very deliberate in their choices.
Content marketing is generally practiced by brands that already have firm identities, but their use of content marketing has its own cognitive dissonance. Is it doing good or doing evil? Do its creators know? Its inherent struggle is based on monetization, in more ways than one.