Content marketers in the life sciences have reached a critical point. The traditional paradigm of content marketing is becoming ineffective. Content marketers have endeavored to create, publish, share, and then repeat this cycle to the point where there is far too much noise. It is becoming ever more difficult to win the battle for attention. Quite simply, content marketing is no longer enough.
We need to shift from a simple content marketing paradigm to a resource marketing paradigm. We need to stop thinking about creating more stuff and start thinking about how to build things of utility that meaningfully help solve our audiences’ problems.
It’s not just the life sciences that are experiencing this, either. It’s everywhere. This is a pandemic problem across almost all industries. We have recently been honored to have our solution, as elaborated by BioBM’s Carlton Hoyt, recognized by the Content Marketing Institute. You can read about how to take your content marketing program beyond the traditional paradigm and start creating transformational value for your audience which will both captivate them and build genuine value for your brand in the CMI article “Stop Thinking Content, Start Thinking Resources”