logo

Tag : content differentiation

Should You Be A Thought Leader?

Should you be a thought leader? Assess yourself by these three dimensions to find out.Being a “thought leader” has become cliché.

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 leadership. So how can you tell if your company should be a thought leader?

Assess Your Brand on 3 Dimensions:

1) Nature of the Customer Relationship (Transactional vs. Collaborative) – This is the most important factor. Being an effective thought leader means that you need the market’s attention. If the attention that you have is fleeting, you likely don’t have time to position yourself as a thought leader. Transactional customer interactions are often brief, while collaborative interactions (where you act more as a partner to your customers) are far longer lasting and provide more attention. The same can often be said for the sales cycles for transactional vs. collaborative products and services. Note that transactional relationships may act more like collaborative ones if you have a high rate of repeat business and your products / services are of a high perceived value to the customer; it’s not just about how a single buying journey behaves.

Example: Contract research organizations have highly collaborative customer relationships and are well served by acting as thought leaders. It’s important that these companies demonstrate their knowledge. Companies selling general lab equipment are far more transactional and have less to gain from a thought leadership position.

2) Complexity of Your Products or Services – If your products / services are complex or technologically advanced, this provides a greater opportunity for thought leadership. Customers are more likely to want to take the time to understand the market, and you have more room to play the role of a visionary. To use an example we can all relate to: lots of people want to know about tomorrow’s smartphones. Few people are interested in tomorrow’s socks. You could make the same comparison between sequencers and old-school thermal cyclers.

3) Ambiguity Within Your Market – If the average customer knows very little about your market and / or the products / services within it, there is a greater opportunity to be a thought leader. Ambiguity generally leads to difficult purchasing decisions. Through thought leadership you can create clarity and understanding for your audience, and your audience will in turn reward you with its business.

What to Do If You’re Not a Thought Leader

If you’re not a thought leader, that doesn’t mean you should give up on content marketing. Thought leadership is only one approach to content marketing. Being one of the most popular approaches, there’s a lot of competition for the position of thought leader. Doing something else can actually be an easier way to achieve customer engagement (remember, your content is a product which must be differentiated as well). Some ideas include:

  • Be better at formatting information. You don’t have to be the first to say something if you can say it better than others. Take some of the best ideas you can find and package them into more appealing formats, such as videos, infographics, or interactive content.

 

  • Provide something other than knowledge. Not all content has to be about information. Share something else. Entertaining content is the default alternative, but get creative.

 

  • Go past content and develop resources for your scientist-customers that deliver greater value and go further in helping them solve their problems. Get outside the box of “content” as we know it and think more about what problems they have and how your brand can help solve them.

 

  • Be practical. Scientists may not want or expect you to be a thought leader, but that doesn’t mean they don’t need information. Offer simple, to-the-point content that helps them streamline their buying journey and reach a better outcome.

 

Don’t get caught into thinking you need to win some kind of information war to succeed at content marketing. While some brands may be best served by a thought leadership position, for many it’s easier and more productive to shoot for something else. There are certainly plenty of options.

"From creating customer engagement to building brand value to generating leads, content marketing is an extremely powerful tool in your marketing arsenal. It’s also one of the hardest to use effectively, and life science companies frequently assault their audiences with generic and ineffective content. There’s no reason to settle for mediocrity. With BioBM, you’ll go beyond simple content. We proactively identify new, unique ways of creating value for your audience then design superior customer experiences around those value opportunities. So contact BioBM today, and give your company the influence and reputation it needs to turn purchasing decisions in your favor."

Content Segmentation

If your content is for everybody, it's for nobody.A common strategic issue involves trying to be all things to all people. In general, it doesn’t work. You need some degree of specialization in order to effectively create comparative value to your audience. Even if you have a very broad product or service offering, you need to be able to segment your audiences in order to effectively differentiate and avoid commoditization. You need to cut your market into segments.

The same is true for your content (which, after all, behaves like a product). Put simply: if your content is for everybody, it’s for nobody.

Is My Content Insufficiently Segmented?

Broad, unsegmented content has many weaknesses. It tends to be repeat already familiar themes. It is easily replaced. It is undifferentiated. It is low-value. Because of these problems, it simply won’t perform.

How can you tell if poor performance is due to poor segmentation or some other problem? Here are some key warning signs:

  • You have multiple distinct audiences or markets, but you send all your content to all of them.
  • You have a link on your website that says “blog” or “news” and most of your content is hosted there, regardless of topic.
  • When creating content, you rarely think about who will be consuming it
  • Most of the information within the content that you’re publishing can be readily found elsewhere
  • Your content could be described as superficial or lacking depth
  • Your audience wouldn’t care or notice if your content didn’t exist.


Any of the first three are very clear signs of poor content segmentation. The last three can also indicate segmentation problems, but could signal other content-related problems as well.

How to Properly Segment Content

Step 1: Determine your target markets, if you haven’t already done so. If you have a positioning statement, great! If not, you at least need to define and document your target customer and statement of need. Note that unless your company is laser-focused, these will likely change for each product line or service offering that you have, and you’ll want to have different content for each.

Step 2: Create audience / customer personas. If you’ve already done this for your product offerings, then you can use those as a solid starting point. They should include demographic information as well as behavioral information. Demographic information includes industry, job title, function, location, etc. Behavioral information may include what their goals and needs are, what their expectations may be, what concerns or problems might they have, what role they play in the purchasing process, how influential they are, etc.

Step 3: Determine what the purpose of your content is and, relatedly, what stage of the buying journey your content is targeting. Are you trying to stoke interest among people with a nascent need? Are you trying to persuade people who are actively considering options? These determinations will inform you what kind of content (educational, persuasive, etc.) that you should create. Dont try to do everything at once! Just as you shouldn’t try to speak to all of your audiences at once, you also shouldn’t try to say everything to a particular audience in a single piece of content or expect them to go from naive to purchasing in one shot.

Step 4: Determine what benefit you are offering the reader that holds special value for the audience you’ve just defined. This is key! It’s entirely possible to define a very specific audience but then go on to create non-specific, poorly targeted content. If you fail to create well-targeted and value-creating content, your efforts in directing it at a well-defined audience will be wasted.

Most life science companies need to speak to multiple audiences. That’s completely normal. It can become a problem, however, if you try to speak to them all at once. If your content isn’t properly segmented, it becomes watered down and less effective at influencing the audiences and affecting their behavior. By properly segmenting your content to specific audiences and needs, you’ll be a much more effective influencer.

"The rise in the importance of content is a natural result of customers taking more control of their buying journeys. As customers have less contact with sales, they look to other sources of information to educate them and validate their decisions. Unless you have a strong content program, you’ll simply be left behind by changing customer behavior. If you want to ensure that you thrive in this new reality, contact BioBM. Our content marketing expertise will help you increase your reach, influence your customers, and dominate your market."