How to boost your life science leads with educational content
Content marketing is an effective way for life science companies to generate leads without hard selling. Instead of reaching out to leads and pitching our offering directly, we let them discover us when they have a relevant need. In a skeptical industry where buyers generally complete the majority of the buying journey before reaching out to a salesperson, this is a solid strategy for growing inbound business.?
Another reason content marketing is a great option for life science companies is that it can come in a wide range of formats and cover various topics. From one-person marketing teams to whole departments, content can be easily scaled depending on your bandwidth. Some content can even be co-created with your customers, taking pressure off your internal teams.?
The problem with most content marketing strategies
Unfortunately, the pressure to generate leads means that marketers frequently neglect content that aims to provide value to their audience rather than sell their products. While product-focused content is great for customers who are looking to make a purchase, it isolates everyone else in your customer base who is not in a buying mindset. When you consider that only 10% of your audience is ready to purchase at any given time, this adds up to a huge number of unengaged contacts.
So, how do we engage these contacts more effectively??
The 3 types of content marketing
There are 3 different types of content that can be used to market your life science products. Each has a different purpose and is suitable for different stages of the buying process.
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1. Product-focused Content?
This content describes a product’s use, features, and benefits. It is great for current customers or those who are ready to buy. Whitepapers, sales pitches, and brochures are common formats for this type of content. It is relevant to around 10% of those in the buying process.
2. Product-adjacent Content?
This content aims to help your audience understand a topic relevant to your business. It usually mentions the product but is equally focused on the educational content. It is great for building trust with leads who are looking for a solution but aren’t yet ready to buy. It is relevant to around 30% of those in the buying process.
3. Agnostic Educational Content
This content aims to help your audience without fulfilling a commercial motivation. It respects contacts in your list who aren’t in a buying phase right now and provides value in exchange for their time. Due to its high reach, it can also help generate brand awareness from organic and referral traffic. It is relevant to around 60% of those in the buying process.