There are a lot of great moments when managing a Life Science content hub.
Since becoming Editor-in-chief of AZoLifesciences I have had the pleasure of interviewing over 130 incredible people from organisations such as the United Nations, the World Health Organization, Gavi, the Food and Agricultural Organization and the American Lung Association.
A lot of really influential organizations that do amazing things.
Like the rest of the AZoNetwork sites, AZoLifesciences is focused on sharing science with people that make a difference.
But it isn’t enough to just consistently publish content and hope for the best.
The marketing science behind selecting your subject matter, writing for an audience and optimising for search engines are all essential considerations when managing a life science content hub.
This blog will look at a few of my top tips for creating and managing life science content.
Know your audience
What type of content are you creating?
Consider whether your are creating an informational or news style content hub.
What type of audience do you want?
Tailor your content for that audience. The audience of AZoLifesciences, is mainly professionals that work within the life science industry so we focus on articles that suit this audience.
Articles starting with, ‘What’ ‘How’ ‘Why’ are usually best for a general overview of your subject.
And, ‘Applications of..’ ‘Comparisons of..’ are a good starting point if you are looking to offer more specific content for organizations and professionals.
What message do you want to portray?
Having a clear vision will help you tailor your content.
Our philosphy is to 'share science with people that make a difference' so that is always top of mind whenever we are making decisions on our content strategy.
Consider what is important to your organisation and the impact that you want to make on your readers.
Create clear, concise and catchy content
I use the below framework (Make, Use, Add, Utilise) to help me to create, distribute, analyse and manage our life science content hub.
Start with the title. Make them catchy and engaging. If you saw that title, would you want to read it?
Keep your title to the point and if it’s a question, always ensure its answered by the end of the article.
If you want to showcase thought leadership then use writers with expertise in that field area, it helps to build authority and trust. We have a team of over 100 writers with expertise in a range of scientific fields so that we can ensure the quality of the content is always high.
If ranking for keywords is also important then you'll want to consider best SEO practises as well as demonstrating that you know what you’re talking about.
>>>Read More: How to Write a Science Blog 101—B2B, CTA & Other Acronyms<<<
Add aids, such as images, video, podcast snippets and links to relevant articles. If it is a resource that will help you convey your message further then consider including it.
Pictures, infographics and videos are great ways to enhance your message but use them apropriately and only when they are relevant to the content.
Utilise social media. We use all the main social media channels: Twitter, Facebook and LinkedIn to promote new articles and raise awareness of the AZoLifesciences brand.
A huge part of our free time is spent on social media so consider creative ways to 'interrupt' that time. When creating social content, consider this question:
Why would my target audience stop scrolling to consume this content?
Once you have built a following, ask people who have enjoyed your content to share it too.
Always check your progress
Never leave things to chance
Some people make the mistake of creating and publishing conent and then never looking at it again. Analysing the results will help you to understand why something has or hasn't worked.
Checking weekly/monthly metrics allows you to see how your content is performing and whether you are attracting the right audience. I use AZoIntel weekly to measure site success. I have a week by week chart and I measure every single part of our website: how many articles are put up, what our costs are, cost per click etc.
What were you trying to achieve, and did you achieve it?
What was the purpose of the content? Generating leads? Engaging a new audience?
Having the right metrics in place for your content strategy helps decipher whether or not you have achived these goals.
>>>Read More - Marketing Science Behind Blogging: How to Write Scientific Blog Posts<<<
Don’t shut off the negative
Comments and feedback, both positive and negative are extremely important for improving your content. If people have taken the time to respond, you should take the time to read what they have to say and reply accordingly. Use the feedback to aid progression and to understand what you and your writers can improve on.
Most importantly. talking the time to reply to comments shows, to both the person who made a comment and to anyone else who reads it, that you care deeply about their feedback.
Find your audience.
Learn more about distributing your Life Science Content on AZoLifesciences by contacting our team today or download our audience pack below to find your Life Science audience.
Discover your Life Science Audience