Life Science Content Marketing: What Is It and What Could It Do For Your Business?

29th March 2023 - Last modified 22nd May 2023

The field of life science is constantly evolving and represents a highly competitive market. Reaching your customers and drawing their attention can seem like a daunting prospect. While businesses reach to find innovative ways to connect with their audience, tried and tested approaches can often garner the best results.

One such marketing technique, content marketing, is a clever approach that has been used successfully for many decades. Thanks to modern technology and an ever-increasing number of media platforms, content marketing has never been more relevant. In this blog, we put life science content marketing under the spotlight and discover how it can bring great value to your life science business, no matter how big or small.

What is Content Marketing?

Content marketing is a marketing tactic that centres around creating and sharing valuable, relevant, and consistent content to attract and retain a defined target audience. The content can take a variety of different forms, from white papers and case studies, to blog posts, podcasts, social media posts, and infographics. By connecting with your customer base in this way, content marketing can help you to boost brand awareness, build trust, and ultimately encourage customer action.

Unlike traditional marketing, content marketing focuses on fostering relationships with customers by providing them with valuable and useful information. Rather than trying to sell products or services directly, content marketing relies upon the creation of content that enables your target audience to solve their problems or addresses their needs. By doing so, you can build trust and establish your business as experts in your field.

In the life science sector, content marketing is especially effective – for several reasons:

• Complex products/services: Scientific products and services can be complex, and may require technical expertise to understand. Content marketing helps educate your target audience about your products and services, helping potential customers better understand your value proposition, leading to higher conversion rates.

• Educational content: Life science is extremely amenable to educational resources, and scientists like to read valuable educational content – in fact, it’s usually an essential part of their jobs, where peer review and unbiased educational content is deeply revered. If you can deliver this educational content consistently to your target audience, it can help you to establish your business as thought leaders and experts in your field.

• Industry trends: Novel technologies and trends are emerging all the time – especially in the life science industry. By creating and sharing up-to-date content, you can establish your company as being innovative and forward-thinking, which can help you to stand out in a highly competitive market.

• Long sales cycles: Life science sales cycles are longer than in most sectors, sometimes running over several years. Content marketing can help you to maintain engagement with potential customers throughout long sales cycles by providing valuable and relevant information at each stage. This can help build trust and credibility, and ultimately lead to a higher conversion rate.

What could content marketing bring to your business?

Content marketing could bring many benefits to your business. Here’s just five of the top reasons you should incorporate life science content marketing into your plans:

(1) Enhanced brand awareness

Content marketing can help to increase public awareness of your brand. By providing valuable and shareable content, you can help to entice potential customers towards your site. Furthermore, sharing quality content that resonates with your audience can enable you to build a loyal customer base that keeps coming back, while increasing the overall visibility of your brand.

(2) Better search engine rankings (SEO)

Upscaling your output of quality content can also help to improve your search engine rankings, also known as search engine optimisation (SEO). It is known that search engines like Google prioritise websites that publish relevant and useful content. Therefore, better content output leads to improved Google rankings, making it easier for potential customers to find your business online. SEO on your website can improve the number of visitors and potential leads organically, and importantly, it’s free of charge.

(3) Increased customer engagement

Content marketing has proven to increase customer engagement through providing unbiased educational resources. In the life science industry, there is vast opportunity to create content that directly addresses your customers’ needs and interests. Sharing relevant and useful information on a consistent basis can enable you to build trust with your customer base, and make it more likely for them to enter the buying process.

(4) Improved customer relationships

By providing valuable content that helps solve your customers’ problems, you can establish your business as thought leaders and experts in your field. With the technical nature of life science, establishing a sense of expertise is especially important. If done well, life science content marketing can lead to stronger customer relationships and increased loyalty and trust over time.

(5) Increased sales

While content marketing is not a direct sales tool, it can help drive profitable customer action over time. By implementing content marketing, building trust and establishing expertise in your field, your target audience and customer base will become more likely to purchase from you in the long run.

An effective way to connect with your customers

As we have discovered, content marketing can be a valuable tool that, when used properly, can help your life science businesses, big or small, to connect with your customers, build brand awareness, and drive profitable customer action. In the life science industry in particular, content marketing is especially effective at establishing expertise, and in turn this can help to build long-term relationships with customers.

If you haven’t already integrated content marketing into your marketing strategy, now is the time to start! At Alto, we are experts in life science content marketing, with over 20 years’ experience in the industry and a PhD level technical writing team that could boost your content output and save you valuable time – why not contact us today?