Content marketing becomes unnegotiable in the scientific sector
Scientific content marketing is vital for your business. Take a look into why it's so important, and what content types you should be including.
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Content marketing becomes unnegotiable in the scientific sector
If you’re striving for company success, growth, profitability and a prominent stance in the market, it’s imperative for your business to implement carefully thought out content that caters to each stage of the buying process, also known as a foolproof content marketing strategy.
High quality content is a cost effective, powerful aspect of a marketing strategy, and when used correctly, can be a driving force in building brand awareness, customer trust, improving online traffic, and nurturing leads.
What is content marketing?
If you’re striving for company success, growth, profitability and a prominent stance in the market, it’s imperative for your business to implement carefully thought out content that caters to each stage of the buying process, also known as a foolproof content marketing strategy.
High quality content is a cost effective, powerful aspect of a marketing strategy, and when used correctly, can be a driving force in building brand awareness, customer trust, improving online traffic, and nurturing leads.
Why is content marketing useful for scientific audiences?
Whether it’s in the life sciences, chemical, pharmaceutical or wider scientific sectors, it’s become imperative that you successfully market your products and services, with content being a key channel that is valuable to target audiences working in the sciences.
- Content will give you a competitive edge in the market, as not every business in the sciences has implemented content marketing as part of their strategy. As not all decision makers within your target audience will be scientific experienced, implementing a variety of content that’s either technical or stripped back and engaging can help to target a wider audience with more purchase intent.
- Many decision makers in the sciences don’t like to be sold to. Content allows for a more ‘soft sell’ approach by which you provide all the data, research and evidence for the consumer to make up their own mind. Given that the inherent nature of a scientist is to seek out and learn new information, it bodes well to provide this target audience with the knowledge they need to make their own decision.
- Businesses in the sciences respect technical expertise and likeminded values. If you embed these into your content topics, tone of voice and communication types, you can produce far more appealing content for your audience.
As well as this, scientific content marketing can have benefits on your wider sales & marketing strategy:
Establishes your brand
Become the expert in your field, and tell your target audience. Website content can help to establish your brand as knowledgeable, expert leaders within the market, developing a credible and trustworthy name within the industry.
Using high quality content will create a solid, all round overview of your business and
showcase your business in the best way possible. Determine your business narrative and use this across various content types to provide your target audience with the exact knowledge they need.
Creating a satisfactory experience for your audience, which will in turn create a reliable name for your business.
Boosts website authority in search engines
Incorporating regular, relevant content is a sure fire way to improve your visibility online. Improved use of focus keywords, structured website content and varying content types is useful in educating search engines about your website, and consequently, where it ranks.
Helping people find your website through a search engine goes part-of-parcel with content; with sufficient content for various search queries and customer qualms, your content can reach the highest-ranking spots.
Generates the right traffic and drives leads
A well-executed content marketing strategy will propel growth in website engagement. If your content is catered to the right audience it will maximize the relevance of traffic.
Once on your site, various other content that is tailored to specific user personas will account for the various different touchpoints of their buying journey. This way, you have helpful content that encourages and educates at each valuable decision-making stage, ultimately funneling a conversion.
Which content types are the most important for scientific content marketing?
Scientific content marketing should be precise, data driven, and detailed to best deliver your message.
In order to develop useful content, you should first understand your target audiences. Next, you must determine what type of content will appeal to them. Here are some of the most successful content types we’ve seen work for our clients:
Blogs
Blogs are a powerful type of inbound marketing. This long term solution for generating ongoing traffic, is cost effective and highly successful. With a blog, you can craft a well-rounded overview of your brand, raise awareness of your products and services, demonstrate pain points that you can alleviate, offer insight on trending, topical industry news and more.
Case studies
When you’re marketing for business within the scientific sector, it’s important to prioritize data driven results to best persuade your target audience. This is why case studies remain popular will those looking to buy or invest. They demonstrate quantifiable results, provide insight into how you work; showcase your greatest achievements and demonstrate your customer loyalty.
One of our clients utilises this ‘show, don’t tell’ method and incorporates case studies into the various stages of their sales cycle. Offering them as insights into real-time work for prospects, delivering them to the inboxes of current/lapsed customers and uses engagement metrics to filter back into their business plans.
Testimonials, reviews, and interviews
Much like case studies, recommendations are another important factor within the decision-making process. Testimonials are a great way to build trust and credibility within your brand, showing that you can deliver your business promises.
Interviews are also great way to humanise your business; you can interview in-house experts to show yourself as industry leaders, or use them to highlight further brand values and showcase key USP’s of your products or services.
Another client example, includes one in the life sciences, who targets academic spinouts. They conducts regular interviews with placement students as they come to the end of their work experience, reinforcing their brand ethos of helping to facilitate life science R&D where possible, both with their products and with future talent.
Video content
Within this day and age, it’s especially important to catch people’s attention and maintain engagement through your content, with video content an excellent way to do so.
Bringing your products and services to life using video can bring about endless content opportunities. From interviews to product showcases, case studies, ‘how to’s’, ‘explainer’ videos and more.
The importance of consistent, personal content
Every business’ marketing strategy is different. What works for some, may not work for you. It’s important to measure success and failures through regular analysis, reporting, and tracking of website performance.
Once you determine how well your content marketing efforts are working so far and have a thorough understanding of which content resonates with your audience and when, you can expand on efforts and solidify a successful strategy that works for you and your audience.
At Network Scientific, we partner our in house marketing and commercial expertise with trained, experienced scientists. This way, we can achieve the perfect balance of technical, engaging content that resonates with various scientific sectors.
Need help with you content marketing? Get in touch with us.
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