We all know the saying “content is king”, but never has that been more relevant than for the life sciences. You may think it’s an area of digital marketing that doesn’t particularly lend itself to science, but effective content marketing is perfectly placed to benefit the sector – here are just some of the ways you can utilise it to help drive success.
1. Target the consideration phase
Your customers spend a lot of time doing research, so delivering relevant, helpful content while they’re in the decision-making stage of their buying journey is key.
Content that’s focused on equipment is a great example of where this works brilliantly. Customers are always looking to replace or update lab equipment, whether for new labs or refurbishments or for new projects. Highlighting how your products can improve processes, or even just giving general tips and equipment know-how can often be enough to positively influence a decision.
Case studies are another way in which you can target the consideration phase. Evidence of how your products/service have helped others, teamed with glowing customer testimonials, will only strengthen your position. They’re a strong trust signal, too.
2. Make content that solves a problem
It’s not just about getting people to buy your product, but also helping them to use it. Content is a great way to help with product or process optimisation – something scientists are always striving for!
Some areas of the life sciences sector (such as pharmaceuticals) are quite time-poor, so quick fixes are much appreciated. Consider how-to videos and guides, or blog posts that answer frequently asked questions. If you have Google Analytics, take a look at what your customers are searching for and create content that’s based around that.
3. Give yourself a human voice
Some companies can be hesitant to show their ‘true colours’ for fear of coming across whimsical or unprofessional, particularly within this industry. But when it’s all facts and figures, you miss out on leveraging one of your most valuable assets – your personality. Injecting a human element into your content makes you more personable, and it’s an easy way to stand out from your competitors.
The best part is that there are so many ways you can do this with your content. Why not run a series of interviews with some of your key players? You’ll simultaneously show your expertise and the faces behind the brand.
Think it all needs to be serious? Not so! Fun, themed blogs (think seasonal or reactive to current events) can help to drive improved engagement, plus they’re great for social sharing.
Lastly, consider some thought leadership content pieces. They’re the perfect way to showcase a unique point of view and make yourself an authority on a particular subject matter, and that’s something your customers are likely to respond to.
4. Be search engine-friendly
What use is great content if no one can find it? It’s fine putting it in front of your existing customer base, but you’ll want search engines to serve it up as well. Research has suggested that for 57% of life scientists, search engines are the number one way in which they find new products or services – so you have to take advantage of that!
Try and adhere to SEO best practices when creating your content. Think about keywords you want to target and make sure your headings and images are optimised where possible. If you need a little help, you can check out our Essential SEO Checklist to ensure you’re ticking all the right boxes.
5. Think about gating your content
It might be ready to go, but it’s worth considering whether you want to give away all of your content just yet, or if you want to withhold it in order to generate leads.
Large, in-depth pieces of content such as white papers are ideal for this. It’s valuable, expert information that potential customers will likely be willing to invest energy in accessing, and you’ll get some valuable information from them in return.
You can still repurpose this content into new formats, such as blogs or infographics, and if done right you could even have content that sets you up for months down the line.