We’re big advocates of content marketing, and we’re glad to see that content marketing is rapidly being adopted by life science companies. However, as content marketing becomes more popular, we’re seeing more companies creating content simply for the sake of creating content without much regards to strategy, customer, or value. While content marketing is highly valuable when done correctly, it can actually be detrimental if done carelessly.
To understand why, we need to step back and revisit the concept of a company’s brand and understand that the brand resides in the mind of the customer. It is the result of the customers’ cumulative experiences with the company. Everything the company does influences the brand, content included. A strong, positive brand elevates all of the company’s marketing and sales efforts. It improves the level of trust that your customers extend to you. It makes your communications more likely to be not only received by your audience, but digested. It can even make closing sales far easier. The opposite is also true – having a weak or negative brand makes virtually all marketing and sales endeavors that much more difficult.
Well-written content that is educational, helpful, or otherwise valuable to the audience reflects positively upon the company. Trivial, meaningless, or irrelevant content can reflect negatively. Even if superficial or poorly written content is helping you attract more eyes, if those eyes are not part of your target audience they are worthless. Even worse, if they are part of your target audience and are not impressed with your content, they could leave with a negative impression which hurts your company. Just because your target market is exposed to your brand doesn’t mean that it’s helping you. (Side note: This is also why no marketing analytics effort should place too much value on views.)
This is also why content should not be thought of one-dimensionally, especially if you’re making it publicly accessible. When you make content public, you’re losing some element of control over who views it and for what purpose. If you’re posting content for a particular purpose, it may be consumed by others who have a different purpose. To use a simple example, if you’re posting content for SEO, which by necessity is publicly accessible, you still need to address the needs of your audience. Similarly, if you’re disproportionately posting content which is relevant only to a particular segment of your audience, you may turn off other segments of your audience.
For most life science companies, content can enhance many areas of marketing and sales and should be central to the marketing effort. Content marketing needs to be taken seriously and be approached strategically. Haphazardly creating content which is of questionable value is not only a wasted effort, but it can actually hurt you.