content marketing

One of the most common challenges for young life sciences businesses is getting your name out there.

Content Marketing is the most cost-effective and sustainable way to build your presence in the market. In fact, an effective content marketing strategy can generate three times as many leads as traditional methods and yet cost an average of 62% less.

That’s because the majority of the time your customers spend on making a decision to outsource to another business or make a purchase on behalf of their company is spent engaging with online content. Business “buyers” educate themselves and form their own opinions before engaging with a potential supplier.

They’re out there and they’re reading.

We show you how to:

Create relevant content that attracts people to your website

Structure content for maximum engagement with the reader

Stand out over the online noise

Harness a range of online platforms

Relevant Content

Content marketing is effective when it aligns to the circumstances of the people you want to attract and adds value to their online research. This means two things: 1) It’s not about your product and your company (yet) and 2) you need to understand the circumstances of the people you want to attract.

We’ll show you how to work this out and what it looks like in reality.

Maximise Engagement

One of the best things about online content for marketing purposes is it must be incredibly accessible in its readability. The majority of the online content that business decision-makers consume when shortlisting suppliers and potential partners is the type that can be read in a couple of minutes, gives the answer and explanation they’re looking for and is from a real human who knows what they are talking about. So it’s not peer-reviewed journals they’re reading every day.

We show you how to align to the style and structure your content in a way that maximises engagement and delivers what online readers are looking for.

Stand out over the Online Noise

But it’s all very noisy online, right?

To stand out from this noise, great content marketing immediately resonates with the reader. And to immediately resonate with the reader, the writer needs to understand the very specific circumstances they are in and the specific thoughts that are going through their mind. It needs to make them feel like you are reading their mind.

We show you how to get as close as possible to mind-reading and how to set up your content process to give you the best chance of resonating with the people you’d love to work with.

Harness the Platforms

Then, your content needs to actually get in front of the right people. And this is where the search engines and social media come in (read more about the tremendous opportunity small businesses have with a search engine optimisation strategy here).

We show you how to take a multitargeted approach, harnessing the different benefits of a wide range of platforms for short, medium and long term gains and avoiding dependency on one particular platform.

Because you’re in this for the long game right? Whether it’s to exit at 2-3 years, to diversify your academic career with something different on the side or to build a global organisation, marketing will be with you all the way.