The biotechnology industry is constantly evolving. Technological advancements, medical discoveries and the continuing evolution of disease all contribute to the need for continuous innovation. This has perhaps never been truer than now, with the coronavirus pandemic causing all kinds of changes and forcing many biotech companies to adapt quickly and, in many cases, initiate in the fight against the pandemic.
In the midst of all this transformation, the core messages of individual biotech organizations can easily get lost. What you are broadcasting to the world may not be reaching the right people, or worse yet, may not be aligned with your core business mission.
Content Marketing can help you solve this problem. Done well, it can be a proactive way to get the right message out to your ideal audience. However, it is not enough to distribute a few general articles or videos to achieve this. You have to make the law content marketing strategy it will work for you. Read on to find out how you can get started.
How to Develop an Effective Content Marketing Campaign
Providing high-quality content on a regular basis can help biotech companies do three important things: build trust with their audiences, promote their current research and products, and raise awareness around their missions. However, to create effective content that resonates with the right audience, some key steps need to be taken. Here are four elements of a successful biotech content marketing strategy that can help you deliver engaging, high-quality content:
1. Personalize your brand.
When it comes to a field like biotechnology, it can be easy to fall into the trap of thinking that a personal approach is unprofessional. The content that results from this assumption is usually sterile and cold, fails to attract and engage readers.
Far from being unprofessional, make your content more personal is the perfect way to connect with your audience and build trust. Don’t hesitate to introduce the people behind the products. When visitors come to your « About » page, for example, do they encounter corporate speech and industry jargon, or receive interesting information about the people and goals of your company?
Look at the Harbor BioMed website for an example of well-done customization. The « About»Offers more than just a summary of the company’s work. It informs visitors about the history of the organization and offers biographical information on its management team, advisory board and investors. The page also informs visitors about Harbor BioMed’s mission and its planned strategy to accomplish it. This refreshing level of transparency builds consumer confidence in the business and the trust in the people behind it.
2. Start with a clear goal in mind.
The goals of all biotechnology companies will not be the same. Your content marketing goals will vary depending on what is going on in the industry and the health and biotechnology products you are working on. Your content should therefore be focused on these specific objectives.
For example, let’s say your biotech business is evolving to make it easier to access reliable COVID-19 vaccines. Your main goals would probably be to build confidence and showcase the effectiveness of your products. If so, you should focus on things like how-to blog posts and videos, infographics that break down the effectiveness of the vaccine, and case studies that illustrate how well your product works.
If you’re not sure what your main goal is, stop. Take a step back before you jump into content creation. Brainstorm with your team, considering the following questions:
- What are you currently working on?
- How is it going, and do you expect that to change soon?
- Are there certain segments of your audience that you are having difficulty with?
- Is there a lot of search volume around certain questions related to your space?
- Are there any misconceptions surrounding your products or processes that you need to resolve?
Once you have the answers, you can more easily define what you are trying to accomplish through the content. From there you can start creating.
Need help getting started with your content marketing strategy?
3. Talk to your specific audience.
Knowing your audience is as crucial as knowing your goals. If you start creating content designed for the general population, you will end up with a lot of time and money spent on people who will likely never see your content, let alone become customers, investors, etc. effective when oriented serve a specific audience in a meaningful way.
For example, if you’re trying to fundraise, creating content on general health issues won’t get you very far. Instead, you’ll want to focus on topics that are of interest to investors, such as industry trends and how your business stays on top of those trends.
You can also try to get mentions in the press to gain credibility and visibility with third parties in the media, which would position your biotech company as an industry leader that investors should watch out for. But this type of strategy only comes to fruition after you figure out who you’re trying to reach and why.
4. Showcase proven results.
One of the perks of working in biotechnology is that you probably have a lot of stories about how your products have directly benefited users. Collect these stories and turn them into case studies. Content creation is the perfect opportunity to show the world how your healthcare and biotechnology products benefit patients, healthcare professionals and the world at large.
The type of case studies you want to highlight will depend on the goals you set for yourself and your target audience. Cue Health, for example, shows how its products are used to protect employees against COVID-19. Vedanta Biosciences, meanwhile, focuses on sharing clinical trial results. Whatever your goal, there’s a good chance you will have successes that can strengthen it. Use them.
Content can be a weapon deep in your marketing arsenal – but only if you know how to use it. By setting goals and reaching out to a specific audience, you can engage your audience members and build their confidence in your products. You already know the value of what you have to offer, so make sure your audience knows that too.
To learn more about how you can use content marketing to achieve your goals, download your free guide below!