There are a lot of great moments when managing a Life Science content marketing hub.
Since becoming Editor-in-chief of AZoLifesciences I have had the pleasure of interviewing over 130 incredible people from the life science industry such as the United Nations, the World Health Organization, Gavi, the Food and Agricultural Organization, and the American Lung Association.
I have been lucky enough to speak to a lot of really influential organizations doing amazing things.
Like the rest of the AZoNetwork sites, AZoLifeSciences is focused on sharing science with people that make a difference.
When considering your life science marketing, it isn’t enough to just consistently publish content and hope for the best.
The life science marketing strategy behind selecting your subject matter, writing for an audience, and optimizing for search engines are all essential considerations when managing a life science content hub. With a well-considered content plan, you remove the need for marketing agencies to get started.
This blog will look at a few of my top tips for creating and managing life science content for your life science digital marketing.
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 to that audience, and consider your target market. The audience of AZoLifeSciences is mainly professionals that work within the life science and healthcare industry so we focus on pieces of content that suit this audience.
Articles starting with, ‘What’, ‘How’ and ‘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 life science companies and professionals.
What message do you want to portray?
Having a clear vision will help you tailor your content and create a life sciences content marketing strategy.
Our philosophy 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 organization and the impact that you want to make on your readers, while also focusing on building trust and brand awareness.
Create clear, concise, and catchy content
I use the below framework (Make, Use, Add, Utilize) to help me to create, distribute, analyze and manage our content marketing for life sciences hub.
Start with the title, and use keywords and persuasive language to ensure it is catchy and engaging. Consider if the title you have written would make you want to read on.
Keep your title to the point and if it’s a question, always ensure it's answered by the end of the article, white paper, or other content pieces.
If you want to showcase thought leadership then use writers with expertise in that field area, it helps to build authority and trust. Within your life science organization there will be great thought leaders who will want to share their science. 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.
Ranking for keywords should not be ignored when creating content, you'll want to consider the best SEO practices as well as demonstrate that you know what you’re talking about. Our science marketers can assist with SEO content planning for your products and services.
>>>Read More: How to Write a Science Blog 101—B2B, CTA & Other Acronyms<<<
Add aids, such as images, videos, podcast snippets, and links to relevant articles. If it is a resource that will help you convey your message further then include it.
Pictures, infographics, and videos are great ways to enhance your message but use them appropriately and only when they are relevant to the content.
Utilize social media and the audience that this gives you. We use all the main social media platforms: 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 content and then never looking at it again. Analyzing 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.
Part of managing the content hub is to consider the marketing efforts, how popular content pieces are and what else would captivate our audience. You don’t want to keep putting out content that has minimal engagement, or you could lose the audience.
What were you trying to achieve, and did you achieve it?
What is the purpose of the content you are creating, is it to generate leads, create brand awareness or engage with your existing audience.
Having the right metrics in place for your content strategy helps decipher whether or not you have achieved 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, taking 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. We distribute your well-considered content to our highly targeted life science audiences through email marketing, newsletters, and varied marketing campaigns.
Discover your Life Science Audience