A structure can only be as strong as its foundation, and when that structure is your company, you want to ensure that the foundation is built as carefully and skillfully as possible. Consider this your crash course on building foundations in the life sciences.

Report: Redefining the Life Science Buying Cycle

Life science marketing is traditionally geared towards pitching solutions or features and benefits to scientists. News flash: the fast majority of life scientists – even within your target market – don’t care. The old, tired feature / benefit pitch is ineffective to a vast amount of the target market. A lot of this can be traced to how life science marketers have traditionally viewed the buying cycle.

Redefining the life science buying cycle has become a necessity to stay competitive, relevant, and capture both the attention and business of your target audience. This report presents an amended view of the life science buying cycle that is more holistic and discusses marketing tactics (hint: content is a cornerstone) that will leverage this new vision of the life science buying cycle to more effectively communicate with more of your target market, help build a stronger brand, and achieve long-term revenue growth.
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Webinar: Beyond Content

Attention is a resource that is inherently limited. As more companies vie for their attention, it behaves like any limited resource under increasing demand – the cost goes up.

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.
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Blog Posts

  • FAQs: Content and SEO’s Low-Hanging Fruit

    Creating content in support of your products and services is hard. Finding something to say which is both unique and valuable to the audience is a non-trivial endeavor, however it remains critical for persuading your audience that your product or service is right for them … and persuading search engines that your website is important. That said, it’s incredible...

    20th Apr 17 | continue reading

  • We Just Got Skyscrapered

    Just yesterday, we got skyscrapered. No, we didn’t get an office in a giant building or fly an ad from one or anything like that, nor is that some weird pop-culture thing that teenagers are putting on YouTube. We were the target of an attempt at “skyscraper marketing” … and I’m talking about it, so I guess it worked...

    30th Jan 17 | continue reading

  • Personalization Can Backfire

    Marketers are used to seeing a lot of data showing that improving personalization leads to improved demand generation. The more you tailor your message to the customer, the more relevant that message will be and the more likely the customer will choose your solution. Sounds reasonable, right? In most cases personalization is great, but what those aforementioned studies and...

    7th Mar 16 | continue reading

  • The Four Key Types of Content

    There are a lot of reasons why content can fail to fulfill its objectives. When content fails, it usually just feels like “stuff” – things that are churned out more for the sake of having content than to serve a specific purpose. The most common reason for failure is lack of a coherent content strategy. Even when a strategy...

    29th Jan 16 | continue reading

  • Increasing Customer Affinity

    Affinity has a transformational value on brands. Google, Facebook, Apple and Amazon have all moved beyond having a simple transactional relationship with their customers to one that creates intimacy and serves their needs in a more holistic manner. These companies are generous, they are unselfish, and their approach is well beyond one of asking for the next sale. Whereas...

    5th Jan 16 | continue reading

  • If You Don’t Own Your Channels, You Don’t Own Your Audience

    A very telling thing happened in October. YouTube, in preparation to release it’s paid subscription service, Red, told its top content creators that “any ‘partner’ creator who earns a cut of ad revenue but doesn’t agree to sign its revenue share deal for its new YouTube Red $9.99 ad-free subscription will have their videos hidden from public view on...

    7th Dec 15 | continue reading

  • Is Publishing the Holy Grail of Content Marketing?

    There’s a lot of noise coming from some fairly reputable sources extolling the virtues of publishing as the next generation of content marketing (I’m sure you’ll be very familiar with this if you follow the Content Marketing Institute at all). For instance, let’s take a look at a recent article from the Harvard Business Review website – “Content Is...

    3rd Nov 15 | continue reading

  • Stop Thinking About Content

    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...

    4th Jun 15 | continue reading

  • Remove Steps With Content

    While we strongly advocate that many content marketers in the life sciences shift from a content paradigm to a resource paradigm, there are still ample roles for more traditional content to play. This is especially true in demand generation endeavors when content is being leveraged to fulfill a specific role in a buying journey. When using content to move...

    14th May 15 | continue reading

  • Should You Be A Thought Leader?

    Being a “thought leader” has become clichĂ©. That’s what most brands and most content marketers aspire to be, however. They want to be visionaries; oracles of their respective fields. It seems like an attractive position to occupy, but is visionary, forward-looking content really what all content marketers should aspire for? No. Quite frankly, not all companies’ positions justify thought...

    7th Jan 15 | continue reading