Social media, blogs, social bookmarking, RSS, e-mail… There’s so much competing for scientists digital attention these days. When a scientist (or anyone) is in front of a computer they have a purpose in mind, and be it leisure, education, or work, their time there is limited. Simply engaging in content marketing is no longer enough. Your life science company’s content is competing for the attention of your audience, and it has to meet the needs or desires of the audience better than any other content they have access to, or else they simply won’t view and absorb it. Scientists aren’t just customers of your products anymore, but are customers of your content as well.
Your customers pay for your content marketing “product” with their time and attention. They could be viewing anyone else’s content, or simply doing something else. There are near-limitless sources vying for their time and attention, and you have to have a content product that is sufficiently valuable for them to give you their time in exchange. You also need to behave yourself in trying to “sell” your content. Just as you would readily unsubscribe from a vendor who sent e-mails every hour, or get quite angered with a merchant at a market who followed you down the street screaming for you to look at his wares, your customers will get quite annoyed if you don’t moderate your content. You need to balance quality and frequency. Consistently high-quality content can be posted more often. Lower-quality content should not be. (Wondering how to determine the quality of your content? Ask us.) Just as your customers reward high-quality products with repeat purchases and word-of-mouth referrals, they also reward high-quality content with return visits and by sharing your content with others.
Your content behaves as a product, and should be treated with the much of the same respect given to your products or services. With a well-designed content marketing strategy and similarly well-executed content marketing plan, you’ll be able to target and attract future [paying] customers even when they’re not in the traditional buying cycle (and give your SEO a nice boost in the process).