|We hear a lot about content in marketing for life science research. The goal being to provide our prospects and customers with the information they need about our solutions, when they need it, where they need it and in the form that they need it. In other words to provide them with value. All well and good, but what exactly is this value or content marketing? And why do we need to market content?
Let’s address the “why” first. We invest considerable resources into producing whitepapers, applications information, videos, presentations and other collateral about the value of our solutions. It does not do us any good if all this content is just passively sitting on our website waiting for a prospect to view it. How do prospects even know we have this information if we don’t tell them about it. This is the main goal of content marketing. To make sure that our prospects and customers know that we have information about solutions that are valuable to them, and to let them know where they can access it.
In other words, Content Marketing is about getting the right information about your solutions in front of your prospects and customers at the right time and in the right place. Note that the key elements of this strategy are defined by the customer or prospects, not by the supplier. Let’s look at these elements and how the strategy works.
What is the right information? This is simply all the details of your solution that are needed for a prospective customer to understand how they will get better research results, reduce costs, save time or minimize waste by implementing your solution. As I posted in a previous blog (What Information?), the information about the value of your solution for their applications.
The information can be available in many forms. We can offer white papers, application notes, data sheets, videos and webinars as sources of information. We can also use blogs and tweets as sources of information. The point here is that the information is available wherever our prospective customers want to look for it and when they want to access it.
So how do we “market” content? Just like any other solution, we consider the information in the content (Is it a webinar, a video or a document?), value of the content (What are the core benefits of this solution, how does it provide better results?) and how it will be accessed (Trade show, internet browser, download or smartphone?). It is important in marketing content to make sure that the access is appropriate for the particular solution. For example, a YouTube video is appropriate for a smartphone or internet browser, but maybe not for a trade show.
Having decided on the marketing approach, we can now promote our content through all the appropriate media – blogs, online communities and life science portals, emailers, websites, trade shows, press releases, etc. The goal of our content marketing campaign then is to present valuable information about our research solutions to life science researchers wherever they choose to access it.
Don’t wait for prospects to find your content – market your content!
About Fresh ThinkingThis is our approach to building value and driving revenue growth. We stand outside the box and look at the possibilities to achieve your goals. You can learn more about the Fresh Thinking approach to sales and marketing success in the laboratory and life sciences from these blog posts.