Did you know that 80% of people prefer learning about a company through custom content? It’s true! With the accessibility of the internet and social media, people are researching companies more than ever!
Therefore, it is easy to surmise that people, both consumers and investors, who engage with content from biotech companies are more likely to view said companies as experts in their field. Follow along and read our Guide to BioTech Content Marketing.
Steps in Content Marketing
Before we dive into our guide to biotech content marketing, let’s break down some of the steps:
Goals
Before you do anything, you need to determine what your goals for the content are. What do you hope to achieve – funding, sales, reputation? What milestones will you use to track progress? How will you track your progress? All of these are key to creating your content marketing plan.
Your Audience
Determine who you want to reach with your marketing. Create surveys – formal or informal – to identify competitors, common medical conditions and influencers in your space.
[Related: Schedule a FREE competitor audit]
This step will help determine what type of content to create so that your audience engages with it and engages with you.
Intentional Creation
Using the results from your research, intentionally create content that will engage new and future consumers or investors. You can create blog posts that explain vaccines and side effects, drug interactions, and more.
You could even create multimedia content that you can share to your social channels. The point is, you need to create with intent and with the customer base in mind.
Analyze Performance
Once you share or post your content, you then need to analyze its performance. Doing this allows you to tweak it to your audience’s preferences.
Do you get more clicks on “behind the scenes” content that show what you and your lab does in real time, or do you get more engagement on more cut and dry explanations and PDF links? Analyzing the performance of your content allows you to tailor it to your client’s wants and results in more reach.
Great! Now What Type of Content Do I Use?
For biotech content marketing, there are a TON of different ideas!
Case Studies
One of the best things to use for content are case studies. Case studies involve using your data and writing a compelling story for investors or patients.
Testimonials
Have the customer talk about their journey with you.
Have them talk about their experience from discovering your brand to what their outcome was. You can use these to create multimedia photos and videos showing before and after, and maybe even get a customer to interview on camera. You can even create a resource page on your website that contains links to all of your different case studies.
White Paper
Biotech content marketing also includes downloadable white paper. A white paper is a special report written that provides information and solutions faced by a target audience.
These should be available as blogs and for download as PDFs on your website. It can be written by a subject matter expert or by interviewing an expert. You can then use these white papers to discuss drug trials, share product data and research, and more!
Digital PR
One aspect of a successful SEO campaign is getting high-quality links or “backlinks” from other websites. Digital PR content can elevate your brand through positive news articles and valuable links.
Let Us Propel You Forward: BioTech Content Marketing and PR Agency
At BlueHuki, we have decades of combined experience in biotech content marketing. Our founder and CEO has a degree from MIT and PhD from Johns Hopkins; much of our staff has experience in the biotech and pharmaceutical fields. We can do what it takes to propel you and your business forward. Contact us today to learn more!
