I'm focused on the healthcare industry, in which I've been working in one form or another for 30 years. My challenge, as I see it, is to help these companies understand how developing their brand (or rebranding) can have a strong impact than fiddling around at the margins solely by tinkering with blog content, press releases, white papers and the like instead of branding exercises.
Congratulations on your experience! What kind of influence do you have within the industry? Do you have existing clients? Have they pigeonholed you into a content marketing strategist? If so, you'll fight to overcome that.
But the pivot for you is not hard. Instead of professing the benefits of content marketing (blogging, whitepapers, etc) - focus on the benefits of brand development. Discuss the Dos and Don'ts, options, strategic purposes, and implementation of proper branding.
I'm happy to discuss more, just send me a note or book a call.
All the best,