Need more marketing content? Start with a podcast.

Posted by Chris Conner

12/07/2014

How can you generate more marketing content when you have small marketing team? In a life science company, a lot of the resources are in R&D along with a huge amount of expertise. But those folks aren’t necessarily writers.
Fortunately, with the advent of the podcast,  it doesn't matter whether they can write or not. Podcasts are a great idea for small (and large) life science companies that struggle to create the content they need to win more business.


The challenge of relying on written content.

Getting written content from subject matter experts is a hit or miss proposition. Some people enjoy writing and some don’t. And of course some are better writers than others. Still, as scientists and engineers, their ideas and experience lend themselves to creating marketing content that resonates strongly with your target audience.

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Topics: Content Marketing, Lead Generation

The Right and Wrong Way to Promote Your Life Science Marketing Content

Posted by Chris Conner

10/06/2014

2014 is winding down. Think back and congratulate yourself for all the content you created this year.

There was that brochure you thought would never be done. But you dragged it across the finish line. Maybe you made your first infographic. Did you dip your toes into SlideShare yet?

Whatever content you chose to make, you worked hard to create and publish it. If it isn't creating the results you expected, it might not be the content itself. 

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Topics: Content Marketing, Social Media

Storytelling: A Quick Start Guide for Life Science Marketers

Posted by Chris Conner

09/18/2014

You can't swing a laptop without hitting a blogger writing about storytelling these days. It seems to be the current buzzword in marketing.

The word "storytelling" makes you think of an audience hanging on every word as the teller spins a captivating tale.

As life science marketers, we'd like to capture some of that same magic. Some brands seem to do it effortlessly. But when something looks effortless, you can be sure a lot of thought and practice went into it.

Even though storytelling is in our blood as humans, it doesn't come naturally to everyone. Fortunately, like any other skill, it can be learned. And you won't have to sign up for a workshop at a groovy weekend retreat.

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Topics: Content Marketing, Branding

You May Not Need As Much Content as You Think

Posted by Chris Conner

09/03/2014

In a survey of life science marketers last year, 70% of those using marketing automation said they struggled to create enough content.

There can be many reasons for this including lack of personnel, budget, and of course, time. 

Marketing automation runs on content to a large degree. But you don't create content to feed your marketing automation tool, you create it to educate your customers and persuade them to buy.

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Topics: Content Marketing

Why Your "Just Win" Content Marketing Strategy Won't

Posted by Chris Conner

08/26/2014

It’s that time of year. Marketing planning season has arrived.

Do you know what it will take to win? Can everyone on your team state the goals you are working towards?

I don’t just mean numbers of leads. I mean do they understand the specific goal, or strategy, for how you will win? These are goals such as “Increase monthly traffic by 30% within the next 6 months.” Or “Convert 15% more web visitors to contacts over the next year.”

Goals are important and a goal for the number of leads you need to generate makes good sense to drive your business. But it’s not enough. It doesn’t help you or anyone on your team focus on the best opportunities for content marketing to get you to your overall goal. 

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Topics: Content Marketing

Why You Should Get on an Airplane to Attend This Content Marketing Workshop

Posted by Chris Conner

06/12/2014

Maybe you've been interested in attending the interactive "Life Science Content Marketing Made Easy" workshop but thought you couldn't justify the expense.  Would you be kind enough to let me justify it for you (and your boss)?

Think about your marketing budget for the next 12 months.

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Topics: Content Marketing

Avoid The Costly Mistake That Even Some Good Life Science Marketing Blogs Are Making

Posted by Chris Conner

06/05/2014

It happens to everyone sooner or later.

You get that feeling that something just isn't right. You are putting a lot of effort into your blog, but you aren't sure the results are what they could be.

At some point someone is going to ask you how well it's working. How do make sure you can show the return on your effort?

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Topics: Copywriting, Content Marketing

Podcast Interview: Trends and Best Practices for Video in Life Science Marketing

Posted by Chris Conner

05/17/2014

If you are using video or considering it as part of your marketing mix and want to make sure you generate as many leads as possible, you'll want to listen to the podcast below.

I sat down with Tyler Kay, the founder of Digital Creative Associates in San Francisco this week to discuss the use of video in life science marketing. It's likely you have seen some of his viral videos including The PCR Song and Small Molecule Investigation.

But viral videos are not the only opportunity to make an impact on your campaigns. 

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Topics: Content Marketing, Branding

What Can You Learn From "Car Talk" to Make Your Blog More Successful?

Posted by Chris Conner

05/08/2014

I have a question for you. Does your blog inspire people to come back on a regular basis to consume more content? 

Last weekend, while on the way to see the new Spiderman movie with my son, I turned on the radio just in time to hear "Car Talk" on NPR. You may be familiar with this popular talk show.  Callers dial in from all over the country to have Tom and Ray Magliozzi diagnose their car problems on the air. 

Their collective knowledge is impressive. They can seemingly diagnose any automotive anomaly without even seeing the car. But that's not the reason the show is successful. And when you understand their secrets, you can make your blog more successful too.

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Use This Form Strategy to Deliver More Qualified Leads to Your Sales Team

Posted by Chris Conner

04/23/2014

Marketers often talk about the buyer’s journey. Why doesn’t anyone ever talk about the marketer’s journey? Who is looking out for your needs? How can you get the information that will help you help your customers more effectively and generate better qualified leads?

Buyers are expected to ask a lot of questions over the course of a sales cycle. Experienced sales people are asking good questions all the time. So what keeps marketers from doing the same?

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Topics: Content Marketing

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