The latest news, tips and insights from science and marketing

Last month, we discussed how repurposing content can increase marketing ROI in the life science industry (while reducing costs). This week, we’re taking a deeper dive into the topic of repurposing by describing 12 tried and tested approaches we’ve taken in the past to maximise the lifetime, impact and results of the content marketing programmes that we manage for our clients. Check out our list if you are looking for creative ways to get more from your content marketing investment.

Well, that’s the end of Inbound 2020 (an annual conference discussing the latest trends in marketing, sales and customer service). Was it the same as jetting off to Boston to hang out with many of our best industry friends and colleagues? Certainly not. But it was probably the best online conference many of us have attended so far, thanks to a combination of robust technology (that worked most of the time), and a strong balance between “traditional presentations” and a variety of other session formats.

Question: What do you do if you have an awesome idea for a blog post that will capture the interests of one of your life science buyer personas, but you are struggling to get started with your copy, structure your story or ensure you transmit your message effectively?

Answer: You choose one of the five common structural templates below and use it as inspiration to help you quickly and easily frame your story – so that you can deliver your insights in a way your readers will love!

An effective content marketing approach puts the customer at the heart of your marketing strategy, but if you want to rise above the noise and truly capture the attention of prospects, then repetition and consistency are key. However, this puts great strain on marketing teams, who must produce and publish an ongoing stream of high-quality content.

Fortunately, an effective content repurposing strategy can help overcome this challenge, by ensuring you get the most out of every single piece of content you create. This saves time and money, while also ensuring that the information and messages you share are consistent.

Here is a quick rundown on what life science content repurposing entails, why you should do it, and how to get started!

In today’s digital age, prospects have so much access to information that their buying decisions are becoming increasingly driven by their own online research. To effectively generate leads and acquire customers, life science businesses need to embrace this change in behaviour and adopt a consumer-driven inbound marketing approach that educates, engages and empowers prospects. As such, a key aspect of any inbound life science marketing campaign is to provide prospects with helpful and relevant content that adds value to their buying process.

Nowadays, prospects find out about your company, products and services by looking at online reviews, blogs, application notes, eBooks, buying guides, demo videos and by asking their peers (often long before they engage with your sales team).

Inbound marketing draws prospects in with content they care about and that interests them. By providing such content, you can raise awareness of your products/services and earn the trust of prospects before they make purchasing decisions.

LinkedIn can be a powerful channel for reaching potential customers, especially when you utilise its suite of paid promotional tools. But how can you ensure your programmes will successfully reach the right people in the life science sector, at the lowest possible pay-per-click?

COVID-19 changed everything for everyone and it’s unlikely that we will ever do things in quite the same way again. Successful companies will have adjusted their operations and updated their products and services to proactively meet the new needs of customers – and will continue to do so in the market uncertainty that follows.

PRESS RELEASE: BioStrata has appointed two new recruits further advancing the agency’s expert marketing team. Joanne Butler, a CIM-qualified, creative and strategic senior marketer with 20 years of experience in B2B marketing agencies, takes on the newly created role of Client Services Director.

PRESS RELEASE: Scientists on Standby has been rapidly conceptualised and launched in response to the COVID-19 crisis and in anticipation of the increasing pressure on UK diagnostic testing laboratories and facilities in the coming weeks and months. The portal enables scientists with relevant skills and experience to volunteer their time, expertise and support for COVID-19 screening and testing.