Creating compelling life science content is one of the best ways to promote your brand and convert customers.
Unfortunately many organizations, labs, and life science companies do a poor job of developing content for their audience. This can lead to brand stagnation, low engagement rates, and loss of sales.
We’ve identified the 3 biggest reasons why life science companies struggle with creating compelling content, and how you can turn these challenges into opportunities.
For more information on how to create a high-performing content strategy, please visit our Content Strategy and Buyer’s Journey services page
Reason #1: Lack of time
The first reason is also the most popular: there’s simply not enough time to sit down and write a blog, film a video, or manage social media. These things require careful planning and tactful execution, and not all organizations are prepared to prioritize a dynamic content strategy.
Solution: Coordinate with your subject matter experts and prioritize building your content library.
The simple truth is that you absolutely need compelling content in order to communicate with your audience. Boring content (or worse, no content at all) will cause potential customers to distrust your brand and bounce off your website.
Avoid these pitfalls by nailing a consistent content schedule and speaking with authority. Talk to your subject matter experts and identify a realistic posting schedule. Whether it’s 1 blog post per month or 10, try to discern what’s realistic for your organization and start writing!
Reason #2: Too many choices
Presuming you have enough time to develop a content strategy, what are you actually writing about? Which channels are you using to deliver your content? What tone are you using to reach your target audience?
If you feel paralyzed by the overwhelming number of choices, you’re not alone. There are a huge number of variables to consider when creating content, and it’s all too easy to simply ignore them altogether.
Solution: Get laser-focused on who you want to talk to and what your message is.
Start with your audience. If you’re targeting scientists or engineers, try to demonstrate your technical expertise. If you’re targeting C-suite decision-makers, talk about how you can solve their problems and the tangible benefits of your product. The tone of your content is the most important element of your message.
After you identify a target audience, take the time to examine which channels are worth leveraging for your content. Does your LinkedIn profile have higher engagement rates than your Twitter account? Do you have a space on your website where you can promote your own thought leadership? These are the questions you should be asking if you’re serious about marketing communication.
Reason #3: An undefined message
One of the biggest problems facing many life science organizations is a lack of clarity in their messaging. If you can’t point to your company and say, “This is what makes us special”, then you’re likely facing a problem with messaging.
Solution: Create a unique, engaging message and incorporate it into your content.
Many life science organizations suffer from the same generic messaging. “We’re the fastest” or “We’re the most accurate” isn’t a compelling enough message to make your brand stand out from the competition.
Focus on what makes your organization unique, and promote it through your life science content. Reinforcing your message through different types of content is the best way to assert your expertise and persuade your audience to buy from you.
If you’re looking for a partner to help support your content strategy, start a conversation with the experts at Forma today.