Lab automation uses instrumentation to perform laboratory processes, requiring minimal human input. This growing industry is now made up of a vast number of technologies, making use of robotics, computers, and software.
As an innovation driver for research and development in chemistry and the neighboring scientific disciplines, lab automation serves application areas as diverse as pharmaceuticals, chemicals, metals, and food. The sheer range of industries opens vast opportunities to target potential customers.
For laboratory work, increasing efficiency and flexibility, minimizing costs, and saving precious time are all essential. Yet, as the marketplace becomes increasingly competitive, highlighting the benefits and USPs of your product or technology becomes ever more challenging.
This blog will outline how to utilize content marketing to reach audiences using lab automation by ensuring your content gets to the right people at the right point in their buying journey.
Take a look at our lab automation audience
Content marketing for a lab automation audience
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Aim to educate your audience rather than just sell to them. As scientists and academics, your audience responds to facts, figures, and objective information rather than a persuasive oversell.
Our E-Book ‘The State of Scientific Purchasing 2022’ results - which have not yet been published - suggest that manufacturer's websites influence 89% of respondents and that 81% are influenced by search engines. These results highlight the importance of content marketing and the need to invest in creating the right content for its purpose.
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Awareness content
Top of funnel content is your broadest content, intending to attract customers and gain brand awareness.
A good example of awareness content is an article discussing the benefits of your product in a broader sense. This AZoM article discusses how lab automation is on the rise and discusses the transition to automation in today’s laboratory.
Awareness content article example
The draw of this article is not the products themselves but the application of automation across the chemistry field and what this signals for the future. Yet, the benefits of the machinery used are transparent and open a pathway of inquiry for companies whose work may benefit from a similar innovation.
Awareness content: Articles, news stories, explainer videos, blog posts, slide shares, infographics, market research.
Consideration content
Having engaged with the news article above, the interested party might be led to look at the application notes addressing where the technology can be used.
This content differentiates the members of your audience who are potential customers and include multiple calls-to-action to capture the data of interested parties.
Again the content should be educational while application-specific. You are encouraging the progression to decision-making but not pushing.
Consideration content: Application notes, white papers, eBooks, how-to articles
Decision-making content
Your prospective buyer knows that your product can benefit them, but they still need that final push to make a purchasing decision.
Product profiles provide customers with the specifications and product features they need to understand before making their final decision. It is crucial at this step to ensure that your customer can find the content they need easily. Our tip is to embed videos and add links to your product profile to navigate the user to relevant case studies, interviews, and testimonials.
Decision-Making Content: Product profiles, customer testimonials, case studies, thought leadership interviews.
The key to content creation is to consider where your customer is in the buying journey, and guide them with relevant information to the point you want them to reach: Purchasing.
Marketing Science at Analytica 2022
The AZoNetwork team will be in Munich for Analytica from the 21st to the 24th of June at Stand B1.329, and we're looking forward to seeing you there.
Analytica focuses on innovative and applied product and system solutions for laboratories in the industrial, research, and science sectors. If you want to improve your lead generation and brand awareness or just want to see what we've been up to, we'd love to talk with you.
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