Boring marketing content can cause your conversion rates to plummet and your bounce rates to skyrocket.
Hundreds of life science companies struggle with how to leverage their content and drive engagement with their audience. Whether it’s an under-nourished content library or a mismatch of tone of voice, it’s all too easy to bore your audience and cause them to abandon your site. Luckily, there are a host of ways to spice things up and create dynamic, compelling content for your users.
Neil Patel put it best: “The grand goal of content marketing is to create a stream of customers and prospects coming to you…In order to draw attention to that content in today’s marketplace, you must have free content.”. This is why content marketing is so important, and why you should avoid creating dull content that will bore your audience.
Below are the three most common reasons why your content is causing users to bounce off your site. Take a look, and let us know if you’re looking for a partner to help bolster your content strategy.
1. There’s not enough of it
Nothing says “boring content library” like…not having one. This might sound obvious, but content is the backbone of your digital marketing strategy. Your audience is interested in what you have to say, and if they can’t find meaningful content on your site, they’re going to seek it elsewhere (like your competitors).
If your content library is a bit dusty, start by tapping your subject matter experts for contribution. Blog posts, whitepapers, press releases, and news posts will all serve to fill out your library and strengthen your brand. Make reasonable, achievable goals for content, such as “publishing 2 blog posts per month”. Not only will this improve your brand, but it will also make your site more attractive to search engines, resulting in higher rankings and more traffic.
2. You’re not speaking your audience’s language
Having content is one thing, but having compelling content is something else entirely. While having a comprehensive and dynamic content library is good, you need to be able to properly communicate with your target audience.
Consider the tone of your content. Are you speaking to scientists or patients? Are you trying to appeal to medical device engineers or marketing executives? The answers to these questions will shape how you communicate with your target audience and should be taken seriously.
If you’re not sure how your audience is responding to your content, check out our Market Research services page to see how Forma helps life science companies identify sales and marketing opportunities
3. It’s not unique or relevant
Differentiating your brand is hard, and it’s harder still to differentiate your brand in a highly-regulated market like life science or biotech. Still, differentiation is a core element of successful brand positioning, and your content can help elevate your brand above your competitors. If you feature generic, forgettable, uninspired content on your site, then you can bet that they’ll get bored and leave.
The goal here is to develop a unique tone of voice that accomplishes two things:
- Speaks directly to the needs of your audience
- Communicates your unique value to your audience
This can be a tricky combination to achieve, but it’s not impossible. Many CROs and CDMOs adopt a standard, utilitarian tone that may speak to the needs of their audience, but doesn’t promote their unique differentiators at all. This can lead to a bored audience and a forgettable brand experience.
Instead, focus on what makes your company unique and promote that through your marketing content. For example, we differentiate our brand by promoting our unique approach to branding and strategy, which has resulted in increased engagement and interest in the Forma brand.
If you believe that your company simply doesn’t have anything that makes you unique, then it might be time for a rebranding initiative. We believe that every company contains some sort of unique pattern or approach that makes them different from their competitors, and we strive to help identify and leverage those differences into real sales success. If you’re looking for a partner to help make your content (and your brand) stand out from the crowd, start a conversation today.