7 reasons why content marketing is a good fit for the life science sector (2022)

Life science marketers have a wide range of tactical choices when it comes to attracting and engaging with their target audiences. However, the rise of the internet has caused a shift in buyer behaviour. No longer do suppliers and sales teams have all the information and hold all the cards. Instead, customers can use the web to research the solutions available and take themselves a large way through the sales process without ever contacting a sales rep. In fact, when they do contact a company, they already know what product they will buy and which supplier they will choose.

So how can we overcome this challenge and influence our prospects during their buying process? A popular method is commonly referred to as content marketing. It has many definitions, but to us it involves creating interesting and engaging content that offers real value to customers through education, entertainment or inspiration. To this end, content marketing is more about building an audience to increase the frequency of touch points with your brand through regular content publishing, rather than solely relying on paid placements such as print and banner ads.

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So why use content marketing to reach life science customers such as scientists, doctors, technicians, facility managers, manufacturers and formulation specialists? Well, here are seven reasons why we feel that content marketing could form a powerful part of your strategy and is ideal to connect with life science professionals.

1. Scientists are built to learn and discover

Whether we’re talking about medics, biologists, chemists, physicists or nurses, the entire life science industry is about finding new ways to learn about science and use this knowledge to improve the world around us. They seek out information on their own terms and have the training to sort fact from fiction. You can tap into this process by creating content that helps to educate them on how to do their jobs more effectively, or by inspiring them, for example to take their research in a new direction. And you don’t need to stop there. Life scientists also love an in-joke, as our blog on this year’s Ig Nobel prizes attests to (it was the most popular blog post on our site last year!). Put simply, scientists are the perfect example of the modern buyer and are much happier seeking and discovering information on their own terms, rather than being overtly sold to by occasionally overeager sales reps.

2. Technical audiences are inherently sceptical

For the likes of scientists, doctors and engineers, success at work is all about paying attention to the details and being sceptical of something if there is no data to back it up. High value content like whitepapers, case studies and technical notes are a perfect opportunity to demonstrate your expertise and the value offered by your products in enough detail to convince a sceptical target. This is particularly true when providing examples (and data) demonstrating the benefits offered by your approach.

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3. Reviewing (and acting on) technical content is an inherent part of a scientist’s job

Most people working in the life science sector are required to stay up-to-date with the literature. This can range from reading peer-reviewed research papers and medical journals reporting clinical trial data through to trade magazines reporting on the latest ways to improve production efficiency. Why not make their job even easier by creating content that provides them with knowledge and insights that will help them to do their job even better?

7 reasons why content marketing is a good fit for the life science sector (1)
Image: Patpitchaya/Shutterstock

4. Scientists respect technical expertise and a like-minded attitude

Whether you’re targeting biomedical scientists, medics, academics or industrial scientists, they all share something in common – they have been trained to respect, learn from and value peer-to-peer discussion around their specialist subject. If you can position your team as peers and colleagues in the pursuit of scientific knowledge, you’ll go a long way towards attracting their attention and engaging with them. Have your technical experts author content exploring best practices, current and future trends or even defying the current status quo can be a great way to start a conversation with your target customers. Even better, you can tap into the expertise of your customer base, and work with them on collaborative content projects (after all, there is nothing more effective in life science marketing than third party validation from a happy customer).

5. People don’t like to be sold to, they like to make up their own minds

Most people don’t like to be sold to, but life science audiences tend to be more cynical than most and can spot ‘sales speak’ from a mile away. For this reason, content marketing offers an opportunity to let prospects convince themselves of your expertise and the value offered by your products/services. In our experience, this approach works very effectively (and has done for years, see point 6 below).

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6. Content marketing has been a successful tactic in life science for many years

Content marketing has a proven pedigree in the life science market and has always been an effective approach (even if some companies didn’t realise they were doing it). For example, many companies produce new application notes and technical articles each year, detailing how their products can be used for a given application (often backed up by data to show the effectiveness of the approach). Whitepapers, peer-reviewed papers, posters and even conference talks have long been a part of the life science marketer’s toolbox.

What’s different now is that these marketers are starting to plan their content programmes in a more strategic way. For example, they set themselves SMART goals around their content marketing programmes and build ‘content funnels’ designed to attract new leads and nurture them through the buying process (see the figure below).

7 reasons why content marketing is a good fit for the life science sector (2)

7. Content can also be used to make some outbound tactics more effective

Are prospects tuning out your outbound marketing? Not opening your emailers? Not clicking on your banner ads? You’re not alone. While some of these trends will be hard to reverse, over the last two years we’ve noticed that using high value content such as an ebook or whitepaper as the call to action in paid outbound campaigns can improve performance (e.g. increase third party email open and click through rates). Although we realise that it may be hard for some companies to do (and we realise the desire to focus on overtly selling products is often just too hard to resist!), we recommend using content to drive some of your third party paid lead capture programmes. One small caveat: by definition, these leads won’t be ready to buy, but they will have started to buy into your expertise. To convert them into customers, you’ll also need to have an effective lead nurturing strategy in place.

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Conclusion

Life science audiences place great emphasis on technical understanding and expertise. Demonstrating you’re a reliable and trustworthy source, usually with data to back up your claims, is an important part of establishing credibility with them. Fortunately, you probably have technical specialists you can tap into today, turning their insights into content that drives awareness, positions your company as a thought leader and helps you capture leads to nurture into sales.

How can you get started? We can help. BioStrata is a specialist scientific marketing agency and our core skillset revolves around creating compelling technical content that is both scientifically accurate and engaging (not always an easy feat in the life science sector!). Our team is underpinned by PhD level expertise that allows us to connect with your technical specialists and customers on a peer-to-peer basis. Contact us to get started.

How to get started with content marketing

If you'd like to learn more aboutexactly what content marketing is, why it can work for life science companies and how to get started, check out our newebook: The Life Science Marketer's Guide to Content Marketing.

7 reasons why content marketing is a good fit for the life science sector (3)

FAQs

Why content marketing is the best? ›

Why is content marketing important? Content marketing is important because it answers your audience's questions and helps you build trust, develop relationships, improve conversions, and generate leads. In today's age, customers expect high-quality, consistent content from their favorite brands.

What is content marketing and it's importance? ›

Content marketing is a marketing strategy used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media. This approach establishes expertise, promotes brand awareness, and keeps your business top of mind when it's time to buy what you sell.

How is science used in marketing? ›

Scientific marketing uses data mining to gather information. This information might include where target consumers live, how much they earn, how much time they spend online, what websites they visit, and what they purchase online (See also Analytical Marketing).

Why good content is important? ›

Good Content Increases Trust

The fact that more than half of consumers feel better about a brand that delivers custom, high-quality content on a consistent basis should be enough motivation for any company to make sure they are creating good content that readers can identify with.

What is good content marketing? ›

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience—and, ultimately, to drive profitable customer action.

How effective is content marketing? ›

Content marketing produces 3X more leads per dollar spent. Content marketing costs 62% less than traditional marketing. 61% of US online consumers made a purchase after reading recommendations from a blog. Content marketing methods convert 6X more often than other marketing methods.

What are examples of content marketing? ›

Content marketing examples include media like newsletters, podcasts, social media posts, and videos. All of these forms of content are meant to provide useful and relevant information that delights users and attracts them to your brand.

How does content marketing add value to a business? ›

Here are eight ways quality content marketing provides value to your company's reputation and bottom line.
  1. Content Builds Customer Trust and Brand Reputation. ...
  2. The Best Content Marketing Educates. ...
  3. Quality Content Drives Organic Traffic. ...
  4. Content Fuels Social Media Engagement. ...
  5. Cost-Effective New Leads Find You.
20 Aug 2020

Why successful marketing is equal parts art and science? ›

The perfect marketing strategy balances creativity and analysis, intuition and data, emotions and logic. This blend of artistic and scientific attributes is, and will always be, the formula for long-term marketing success.

Why is good marketing both an art and a science? ›

Marketing is regarded both as an art as well as science. It consists of certain principles which may not be exact like pure sciences. These principles and rules are put to use in the best possible manner to get the best results. It can be concluded that marketing has the properties of science and attributes of art.

What is marketing scientific research? ›

Marketing research uses the scientific method in that data are collected and analyzed to test prior notions or hypotheses. Experts in marketing research have shown that studies featuring multiple and often competing hypotheses yield more meaningful results than those featuring only one dominant hypothesis.

What makes content successful? ›

Defining content success

Most Aware: Your prospect knows your product, and only needs to know “the deal.” Product-Aware: Your prospect knows what you sell, but isn't sure it's right for them. Solution-Aware: Your prospect knows the result she wants, but not that your product provides it.

Why content development is important? ›

By developing content, you as a company are enabled to connect and engage with your target audience in a way that was not possible before. 2. Well-executed content development efforts lead to the development of thought leadership for your company as a whole and your executives.

Why content is important in communication? ›

Good content denotes professionalism, interest and shows that you enjoy doing your tasks. In addition, an ideal job shown in an attractive way is able to retain new customers who recognize, through the quality of the result, the skills in the creative process .

What are the 5 essential elements of a content marketing strategy? ›

The 5 Elements of a Powerful Content Marketing Strategy. An effective Content Marketing strategy should have these five core elements to be successful: audience personas, brand positioning, owned media value proposition, business case, and an action plan.

What makes you passionate about content marketing? ›

Passion is essential in content marketing. In order to make great content, you need to have a genuine interest in your brand, your industry and your product. Here are the most compelling reasons why passion leads to success in life, and, more specifically, our field of content marketing.

What are the four elements of a strong content marketing strategy? ›

An effective Content Marketing strategy must have four core elements to be successful: brand positioning, owned media value proposition, business case, and strategic plan.

How popular is content marketing? ›

Defining Content Marketing Success

78% of those who believe their content marketing was very successful in 2021 had a documented content marketing strategy. 73% of companies that spend from 10% to 70% of their total marketing budget on content marketing were very successful.

How do you create an effective content marketing strategy? ›

Here is a step-by-step guide to help you devise a content marketing strategy and plan.
  1. Establish Your Goals. ...
  2. Define Your Audience. ...
  3. Research Your Competitors. ...
  4. Complete Topic And Keyword Research. ...
  5. Review Your Existing Content. ...
  6. Devise Your Strategy. ...
  7. Plan Your Resources. ...
  8. Plan Your Content Production Schedule.
10 Nov 2020

What are the benefits of marketing? ›

7 Marketing Benefits Gained from Sales
  • 1) We are all members of the same team. ...
  • 2) Creativity increases. ...
  • 3) It strengthens your brand. ...
  • 4) Company culture improves. ...
  • 5) A better understanding of your customer. ...
  • 6) Understanding the buying process. ...
  • 7) Learning how to negotiate.
1 Jun 2017

How do you create good content? ›

The 10 Ingredients of Great Content Writing
  1. Craft a Compelling Headline. Say you get 100 people to visit your blog. ...
  2. Hook Readers With an Interesting Intro. ...
  3. Write for Your Audience. ...
  4. Narrow Your Article's Focus. ...
  5. Be Engaging. ...
  6. Write in Your Unique Brand Voice. ...
  7. Provide Knowledge That Readers Want. ...
  8. Use an Outline.

What is the process of content marketing? ›

A successful content management process must include planning, creation, publishing, distribution and analysis.

What is content example? ›

Content is defined as what is inside or included in something. An example of content is beans inside of a jar. An example of content is the words inside a book. The individual items or topics that are dealt with in a publication or document.

What are content marketing services? ›

Content marketing services are digital marketing services that include planning a content marketing strategy and creating, distributing, promoting, and tracking content to achieve specific business goals. Content types include articles, blog posts, videos, infographics, podcasts, ebooks, and more.

How many businesses use contents marketing? ›

79% of companies use content marketing to generate quality leads. An overwhelming number of companies said that their primary goal in 2020 with investing in content marketing is to generate more quality leads for their businesses.

What are the benefits of social media marketing for my company? ›

With consistent updating, the right social media marketing strategy will lead to increased traffic, better SEO, higher conversion rates, improved brand loyalty, and much more. There are virtually no reasons not to implement social media into your marketing strategy.

How important is marketing in our daily life? ›

Marketing is much more than just selling and advertising, it plays an essential role in providing consumers with need/satisfying goods and services. Marketing allows us to be influence as consumers by showing us a standard of living that can be achieved or provide opportunities to live a certain way.

Is marketing management an art or a science? ›

Therefore, marketing can be both science and art. Science works on an experiment, research, hypothesis, observation, data collection, and interpretation.

Is marketing a science subject or art subject? ›

Philip Kotler says, “Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit” (Kotler, 2001-2012) . For marketing to be successful it needs to subtly blend both science and art.

Can marketing be a science? ›

Marketing as a science is about looking for patterns in the market and in customer behaviors — within data, but also through more qualitative sources of information, such as conversations with prospects, peers, and third-parties. This is where data science is applied in the exploration of marketing data.

Is marketing an art or science marketing differs from the natural science because? ›

Is marketing an art or a science? Marketing differs from the natural sciences because: a) Marketing tends to deal with open systems whereas the natural sciences tend to deal with closed systems. b) Marketing tends to deal with closed systems whereas the natural sciences tend to deal with open systems.

Is the art and science of choosing target markets Getting keeping and growing customers through creating delivering and communicating customer value? ›

Marketing management is 'the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value'.

Why is marketing research a science? ›

It is a social science. It uses scientific methods for solving marketing problems. It uses an observational and experimental method for collecting data. These methods are very scientific.

What are the 4 types of marketing research? ›

Four common types of market research techniques include surveys, interviews, focus groups, and customer observation.

Why is marketing research not an exact science? ›

Marketing Research (MR) is not an exact science though it uses the techniques of science. Thus, the results and conclusions drawn upon by using MR are not very accurate. The results of MR are very vague as MR is carried out on consumers, suppliers, intermediaries, etc. who are humans.

What is in a content strategy? ›

Content strategy is the high-level planning, execution, governance, and on-going management of the content lifecycle to support key business initiatives. Essentially, it's your brand's game plan to drive traffic, leads, engagement, sales, and other business outcomes through content.

How do you become a successful content creator? ›

​Essential Steps to Becoming a Successful Content Creator
  1. Identify your audience. ...
  2. Choose a platform. ...
  3. Design the content plan. ...
  4. Establish the business/brand voice. ...
  5. Invest in third-party tools. ...
  6. Make a portfolio. ...
  7. Grow a following on social networks.
22 Apr 2022

How do you create good social media content? ›

13 Most Effective Ways to Create Content for Social Media
  1. Share Positive Statistics and News. ...
  2. Share and Repurpose User-Generated Content. ...
  3. Leverage Influencer Marketing. ...
  4. Campaign for Social Causes. ...
  5. Personalize Your Content. ...
  6. Use Less Promotional Content. ...
  7. Offer Freebies. ...
  8. Post Social Proof.
17 Jun 2018

What are the seven 7 factors to consider in producing a good content? ›

7 Factors You Need to Create Great Website Content Readers Will...
  • It's Actionable. Have you ever read an article promising you to teach you how to do something and once it was over, you were still left in the dark? ...
  • It's Credible. ...
  • It's Original. ...
  • It's Thought-Provoking. ...
  • It's Easy to Read. ...
  • It Provides Value. ...
  • It Has a Purpose.
2 Feb 2018

Why is content marketing important? ›

Why is content marketing important? Content marketing is important because it answers your audience's questions and helps you build trust, develop relationships, improve conversions, and generate leads. In today's age, customers expect high-quality, consistent content from their favorite brands.

What are the 5 steps of content development? ›

5 Vital Steps for a Successful Content Development Process
  • Set Content Goals. Before you even think about topics or audiences, consider what you want your content to accomplish. ...
  • Perform Audience Research. ...
  • Hone Your Content Strategy. ...
  • Write. ...
  • Publish and Distribute.
28 Feb 2022

How effective is content marketing for modern businesses? ›

Content marketing is cost effective.

A study by DemandMetric revealed that content marketing costs about 62% less than traditional marketing tactics, and it generates about 3 times as many leads! This fact should capture the attention of any small business that wants to grow.

Why content is the king? ›

Content is king because it helps you give your audience something they haven't seen before. Providing them with the same old content that they can get with everyone else won't serve to your benefit. Give them unique content and you will wow your audience. For this, you have to research and understand your audience.

What makes content successful? ›

Defining content success

Most Aware: Your prospect knows your product, and only needs to know “the deal.” Product-Aware: Your prospect knows what you sell, but isn't sure it's right for them. Solution-Aware: Your prospect knows the result she wants, but not that your product provides it.

How does content marketing add value to a business? ›

Here are eight ways quality content marketing provides value to your company's reputation and bottom line.
  1. Content Builds Customer Trust and Brand Reputation. ...
  2. The Best Content Marketing Educates. ...
  3. Quality Content Drives Organic Traffic. ...
  4. Content Fuels Social Media Engagement. ...
  5. Cost-Effective New Leads Find You.
20 Aug 2020

What are the benefits of content creation? ›

The Benefits of a Content Creation Strategy
  • 1) A content creation strategy ensures your content supports your goals.
  • 2) It improves your ROI.
  • 3) You can identify what's working—and refine as you go.
  • 4) A content strategy keeps everyone on the same page.
  • 5) It helps you publish quality content, consistently.

What is the role of content? ›

What is the Purpose of Content? Content can inform an audience, drive a message, pitch an idea, develop personality, sell the merits of a product, or shout at the unlucky passerby—it's your voice. And—good or bad, you leave an impression with how you communicate with your audience.

How many businesses use contents marketing? ›

79% of companies use content marketing to generate quality leads. An overwhelming number of companies said that their primary goal in 2020 with investing in content marketing is to generate more quality leads for their businesses.

How do you write a good content article? ›

Effective Content Writing
  1. Write a Head-Turning Headline. The headline determines whether audiences will read the rest of your work. ...
  2. Create a Hook That Grabs Their Attention. ...
  3. Do Your Research. ...
  4. Focus on a Single Purpose. ...
  5. Write in a Unique Voice. ...
  6. Optimize Digital Content. ...
  7. Edit Your Work.

What is content marketing examples? ›

Content marketing examples include media like newsletters, podcasts, social media posts, and videos. All of these forms of content are meant to provide useful and relevant information that delights users and attracts them to your brand.

Why content creation is important for business? ›

Why is content creation important? Content creation is the ultimate inbound marketing practice. When you create content, you're providing free and useful information to your audience, attracting potential customers to your website, and retaining existing customers through quality engagement.

How do you provide value in content? ›

  1. Consider Different Ways Of Providing Value. ...
  2. Offer More Than A Great Headline. ...
  3. Focus On Solving Your Buyers' Problems. ...
  4. Be A Curator Of Knowledge. ...
  5. Talk More About Ideas Than Products. ...
  6. Provide Insight And A Path To Follow. ...
  7. Showcase Real-World Solutions In Case Studies. ...
  8. Focus On Ideation.
21 Apr 2021

How do you make content values? ›

10 Ways to Come Up with High-Value B2B Content Ideas
  1. 1) Say what's not being said.
  2. 2) Update your most popular content.
  3. 3) Ask people what they need.
  4. 4) Share your wins.
  5. 5) Share your failures.
  6. 6) Simplify an idea.
  7. 7) Create helpful tools and resources.
  8. 8) Dive into data.

Why content development is important? ›

By developing content, you as a company are enabled to connect and engage with your target audience in a way that was not possible before. 2. Well-executed content development efforts lead to the development of thought leadership for your company as a whole and your executives.

What is a content strategy plan? ›

A content strategy is a plan in which you use content (audio, visual, and/or written) to achieve your business goals. A successful content strategy will attract your target audience at every stage of the funnel and keep them engaged even after a purchase. Say your business goals include increasing brand awareness.

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