Life Science Content Marketing Guide | Alto Marketing (2022)

11th November 2021 - Last modified 15th November 2021 - 0 comments

What is content marketing?

Content marketing is a strategic approach of planning, creating, distributing and sharing content to your target audience. But at the core of content marketing is opportunity; ultimately, content marketing is a huge business opportunity and one of the best options in the marketing toolbox to drive results and increase ROI.

Of course, creating a really great piece of content is ALWAYS key but content marketing is not the same as content. Words on a page are a grain of sand in the vast ocean that is content marketing.

Create the content people want, make sure it’s seen in the right places (and at a good frequency!), promote it to your customers and contacts, and build an updated programme of content that speaks to different target audiences on an ongoing basis – interviews, application notes, blogs, white papers, articles, infographics, case studies, videos, animations (the list is endless…). Simple right?!

Get a complete content marketing strategy right and you’ll be soaring to the top, but get it wrong and you might find yourself crying into a sea of unread blog posts and low traffic web pages, white papers and promotional campaigns with low engagement, or even an untouched pile of exhibition handouts.

But where do you begin? Or how can you improve what you’re already doing and perhaps make life a bit easier too? Our new content marketing series can help! With a comprehensive “how-to” guide for healthcare and life science content marketing. In part one, we’ll look in a bit more detail at what content marketing can do for you and your business.

Why should you invest in content marketing?

Quite simply, content marketing is low investment, high return. With stats that speak for themselves, what’s not to like!

Life Science Content Marketing Guide | Alto Marketing (1)

(Video) Content Marketing for the Life Sciences

What are the benefits of content marketing in life science and healthcare?

Healthcare and life science content marketing is essential in an era of digital growth and so here we’ll concentrate in a bit more detail on digital content (although many of the considerations we cover also apply to other content too!).

In today’s digital world, your content needs to match what your audience wants to read: can you answer those questions they’re searching for? Provide some tips and tricks for a new technique? Summarise some of the latest research on a particular topic? These are just some ideas to help you compete with the seemingly infinite number of articles, blog posts, tutorials and more on the web.

Often content marketing can fall to the bottom of the pile when it comes to marketing budgets, resources and objectives. This is probably because it goes hand-in-hand with search engine optimisation (SEO), which we’ll talk in much more detail about later in the series.The important thing to remember for now is that, while SEO and content marketing activities can differ from other marketing strategies that see instantaneous results, it’s possible to reap the rewards longer term and create high value, stable website traffic and interest. At Alto, we know that slow and steady wins the race and the rewards for investing and waiting can be ten-fold, if not more! So, let’s talk some more about the benefits.

1. Increase brand awareness

Set yourself apart from your competitor! This is an opportunity to tell your audience who you are and why they should choose you over your counterpart. If you don’t do it, your competitors will! In Life Sciences and healthcare this is particularly useful as many scientists looking for a product or service will go straight to a company and website they’re familiar with – and so you really need to make sure people know who you are! Using content strategies that target your social media audience and paid advertising are particularly successful for increasing brand awareness.

2. Educate your audience (in order to enhance sales)

Let’s not forget that crucial part of the customer journey where prospects consider whether or not to purchase a product or invest in a service. This is your opportunity! Indirectly providing information around the product or service and the benefits can expedite your salesand help customers narrow down the sometimes overwhelming number of choices. Without good content to educate them on how you have the knowledge/technology/experience to help, they are more likely to find a competitor that does!

There’s also something to be said for supporting your existing customers with training, tips and methods on an ongoing basis. Good, informative content can really make a difference here, enhancing your relationship and encouraging them to seek you out in the future.

(Video) Content Marketing and the Transformation of Life Science Marketing

3. Increase organic search traffic

Put simply – more content equals more opportunities for Google (or other search engines) to crawl pages on your site. Not just any old content though; it’s well-planned, good quality content that will take you further when it comes to organic traffic. Organic searches are the most common way that scientists find what they’re looking for – yet, often digital content is not search engine optimised.

4. Increase enquiries (AKA leads) and sales (AKA conversions)

Now, while educating your audience is a great strategy to increase brand awareness and traffic, it also provides one of the biggest opportunities to increase leads and conversions with one simple trick. Anchor text throughout the content, as well as other internal links, can drive huge amounts of traffic to related products and services. Because of course, the overall objective is not just to get visitors to your site, you want them to convert too.

5. Become a thought-leader

With great content comes great opportunity – build trust and let your audience know you are the go-to place for meaningful content. If you can translate industry insight from your internal experts into usable content then you’re on track to becoming a thought-leader in your space. In healthcare and life science content marketing, the impact of thought leadership content that helps solve problems in the laboratory, discusses challenges with new techniques, and shares the latest knowledge and research findings – for example – is especially valuable.

What to consider before, during and after content creation.


Understand your goals and establish your key performance indicators (KPIs) – this will help you to track and measure how well your piece(s) are doing.

(Video) Biotechnology & Life Sciences Digital Marketing Strategy Guide for Explosive Results in 2019

Know your audience – understand what it is you’re helping your customer to achieve. Put yourself in the shoes of your customer and think about pain points and potential solutions.

Stay relevant – keep up to date with current topics, research and technologies and make a list of related keywords to use throughout your piece. This will help ensure your content has the best chance of being seen.

Write the right type of content – figure out the type of content you want to produce: blogs, educational videos, e-books or visual content such as webinars and short films.

Plan, plan and plan again! Create a content calendar. Generate a list of seed topics based on relevant keywords, select a number of topics and plan to generate a continuous stream of content for your site. After all, science needs to be seen andheard!


Think about the visuals – complementary images and rich content can propel your content marketing! For website users that are short on time or prefer to engage with content visually, rich content like infographics and videosare the perfect solution!

Review, edit and then review and edit a little more – write your content then step away from it for a few hours or even a day. Come back with fresh eyes and rejuvenated typing hands. Do this twice or more and you’re virtually guaranteed error-free, content.

Stay on track – don’t do all of the meaningful research up-front and then forget about your content strategy. Refer back to your original plan at all times.


(Video) Content Marketing Strategy | Joe Pulizzi

Get your content out there! – Share your content on social media platforms like Twitter, LinkedIn and Facebook to keep the ball rolling. You might be surprised at the traction a great blog post can gain just through social media sharing.

Keep track of performance – ensure you’re tracking how well each piece is performing in terms of traffic and views. That way you can be confident that your content is being viewed and can track the customer journey from educational content – such as blogs and articles – to product and service pages. Use this to inform future planning.

Healthcare and life science content marketing can be a time-consuming approach to marketing but one that has the potential for huge ROI if done well from start to finish. If you would like to know more about planning a content campaign, we’re here to help. Read part twoof our content marketing series or contact usand find out how we can propel your content marketing into the stratosphere.


(Video) Digital Marketing Trends In Life Science

Get in touch today to find out how we can help you

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Is content marketing difficult? ›

Thus, content marketing must be consistent and constant. The message needs to be on-subject but different all the time. Creating one good advertisement can be challenging enough, but creating weeks and months of engaging and varied content can be exhausting.

What is content marketing answer? ›

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.

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.

How can I improve my content marketing? ›

Try these 5 tips to improve your content marketing efforts.
  1. Ask the Right Questions. Too many marketers are making content for content's sake. ...
  2. Deliver the Right Content at the Right Time. ...
  3. Have a Concrete Content Plan. ...
  4. Mix It Up. ...
  5. Create with Behavior in Mind.

How do you create a successful 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 challenges in content marketing? ›

10 content marketing challenges and how to overcome them
  • Producing high-quality content.
  • Generating content consistently.
  • Prioritising content expertise.
  • Understanding different buyer personas.
  • Producing content in suitable formats.
  • Measuring content ROI.
  • Creating buy-in among stakeholders.

What is the biggest challenge in marketing? ›

Measuring the ROI (return on investment) of your marketing activities has remained a top marketing challenge globally year-over-year. In our survey. 28% of marketers saw it as their top challenge in 2021 while 21% of marketers expect to see this continue to be their biggest issue in 2022.

What are the biggest marketing challenges in 2022? ›

Top 4 Marketing Challenges and Solutions in 2022

What is an example 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.

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.

What are the 3 components of content strategy? ›

Industry experts will tell you that an effective content strategy must have three core elements to be successful: brand focus, user experience, and content distribution.

What are the 4 key things to look for in a piece of media content? ›

When it's time for you to create a new piece of content, make sure to define each of the following.
  • A topic that addresses consumer pain points. ...
  • Discovery keywords to help your content be found. ...
  • A clear call to action and defined user intent. ...
  • A message that can be shared across multiple mediums.
29 Jun 2020

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.

Does Content Marketing Still Work? ›

Over 60% of marketers measure the success of their content marketing strategy through sales. Marketers' primary goals for running marketing campaigns are brand awareness, increasing sales, and increasing engagement.

How can I improve my content experience? ›

Thoughtful presentation of content enables businesses to engage customers. Methods of improving content experience include social media and tailored content.
  1. Exploit social media. The social media experience should not mimic the company website. ...
  2. Use a two-pronged approach. ...
  3. Make content personal. ...
  4. Take measurements.
19 Mar 2020

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 do I start making content? ›

If you want your content creation strategy to include infographics, keep these best practices in mind:
  1. Choose the right data for your target audience.
  2. Choose the right graph or chart for your data.
  3. Do your research.
  4. Tell a simple visual story.
  5. Don't add too much data.
  6. Make your main points easy to read and remember.
1 Jul 2022

What problems do content creators face? ›

A common problem with content creation is dealing with feedback that can be difficult to stomach. Imagine working hard all day, trying to be as creative as possible, and then getting feedback that is rude and taking a stab at your skills. This is difficult and can often demoralise content creators.

How can you resolve a market problem? ›

The best solutions for marketing problems
  1. Perform a search in order to define your persona. ...
  2. Understand how to define your processes. ...
  3. List the activities of each funnel step. ...
  4. Invest time in data analysis. ...
  5. Bring marketing closer to the sales team. ...
  6. Make the necessary adjustments. ...
  7. Automate your actions.
11 Mar 2022

Why is marketing difficult? ›

Marketing Difficulty Is Growing

In some ways, marketing difficulty is about the amount of time, money, and effort you have to spend to accomplish something. As marketing becomes more difficult, it becomes more expensive and more time consuming.

Can anyone be a marketer? ›

So yes, anyone, anywhere, can start a career in marketing. And below, are four steps and resources to get you started on your career path: Take online certifications.

What is different between market and marketing? ›

Marketing is a subset of advertising aimed at persuading people to purchase goods and services, whereas market refers to all the people who are looking for those goods and services in one place or another.

What is the hardest part of digital marketing? ›

#1 Generating Quality Leads

Perhaps one the biggest, if not the biggest, digital marketing challenges facing small businesses is finding new customers – but not just someone who might buy from you and never see them again – repeat customers – also known as quality leads. Quality leads are tough to come by.

What are the core concepts of marketing? ›

5 core customer and marketplace concepts are; (1) needs, wants, and demands, (2) market offerings such as products, services, and experiences, (3) value, satisfaction, and quality (4) exchange, transactions, and relationships, and (5) markets.

What are the most important marketing questions? ›

9 Essential Marketing Questions to Answer Now
  • What Customer Problems Do You Solve?
  • What is Your Marketing Goal in 2022?
  • How Can You Improve the Performance of Your Campaigns?
  • Do You Really Need a Blog?
  • How Can You Measure Your Customer Experience?
  • What KPIs Are the Most Valuable to You?
8 Jan 2022

What are the most asked questions in marketing? ›

Commonly Asked Marketing Questions
  • How can it help address your target audiences throughout the customer purchase journey? ...
  • How does it drive revenue? ...
  • How can we make something “go viral”? ...
  • How does marketing strategy work? ...
  • What's the difference between a marketing strategy and marketing tactics?

What are the basic marketing questions? ›

10 basic marketing questions
  • Who is my target market? ...
  • How can I reach my target market? ...
  • How can I convince customers to buy my product or service? ...
  • Who are my competitors? ...
  • How do customers perceive my brand? ...
  • How can I make my business more visible online? ...
  • How are customers finding my business?

Is social media a content marketing? ›

Content marketing is a device used by companies to educate, inform or entertain customers or prospects by creating attention or causing behavior that results in leads, sales or advocacy. Social media is used by customers and prospects to communicate among themselves, and occasionally with companies.

What are 5 examples of marketing? ›

  • Get on the Phone and Cold Call. Whether they call current customers or members of the general public, companies often simply call people up on the phone and offer them services. ...
  • Send a Punchy Newsletter. ...
  • Search Engine Marketing. ...
  • Meeting Customers at Trade Shows. ...
  • Product Placement in Entertainment.

Why is content marketing important? ›

Content marketing is important, not just because it works for building trust, generating leads, and cultivating customer loyalty, but because it has become the new normal from the consumer side. It is, in itself, helping to evolve what customers expect from the brands they interact with.

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.

What is the process of content marketing? ›

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

How do I do content marketing SEO? ›

Here are just a few things to keep in mind when developing your SEO content marketing:
  1. Quality content should be well-written. Check for grammar and spelling issues as well as the flow and readability of the content.
  2. Use relevant examples. ...
  3. Write for your audience. ...
  4. Make your content easy to read.
1 Jul 2022

What is an example 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.

Is content marketing the same as SEO? ›

SEO refers to the technical process of increasing the quality of traffic and attracting maximum visitors to your website. On the other hand, content marketing is focused on using valuable and relevant content to drive profitable customer or client action. SEO without content marketing is like a body without a soul.

Does SEO fall under content marketing? ›

In addition to creating trust and building a relationship with your audience, content marketing helps you with your search engine optimization (SEO). An important part of SEO is writing quality content, focused on your users.

Which is the best strategy SEO or content marketing? ›

While the debate focuses on SEO vs. content marketing, the reality is that you should use these two strategies together. SEO helps people find your content, while content helps drive traffic to your site and improves your ranking. A successful content marketing strategy requires SEO and vice versa.


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