I Asked a Scientist How MarCom Could Be More Helpful

Posted by Chris Conner

02/24/2015

Shopping_Cart_croppedI was recently a part of a spirited discussion between some scientists and marketers in the Analytical Instruments Professional Network Group on LinkedIn. It came about as a result of sharing this blog post about getting content first (in any form) and worrying about format later, which I still think is a great idea.

You can read the LinkedIn discussion yourself, but it touched on what a few scientists found useful (and sometimes useless) in marketing communications from our industry. 

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Topics: Content Marketing, Marketing Communications

Marketing Resource Allocation – Finding the Right Mix

Posted by Chris Conner

01/24/2015

Does your company see itself as a series of product launches? That can be a big strategic mistake that results in loss of value.

What's the best way to allocate your marketing resources? And how does content marketing fit into that mix? Well, of course, it depends.

To make the right decision, you need to think about the trade-offs and where you can get the biggest bang for your buck.

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Topics: Content Marketing, Marketing Communications, Leadership

How to Change an Organization Through Marketing Communications

Posted by Chris Conner

01/18/2015

A marketing communications team is often thought of as a service provider within a larger organization. MarCom tells the company's stories to the outside world. But it has the potential to do much more than that. It's possible to change an organization and make it more successful through marketing communications.

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Topics: Marketing Communications, Leadership

Survey Results: Sales and Marketing Alignment in the Life Sciences

Posted by Chris Conner

01/12/2015

I recently ran a casual survey of sales professionals in the life sciences to capture a glimpse of what they wanted from their marketing communications teams. The survey was also a chance for marcom managers to start a discussion with their sales teams about how they could help them better. 

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Topics: Content Marketing, Lead Generation

Don't Hire Another Marcom Specialist Before You Do This

Posted by Chris Conner

01/05/2015

The New Year brings a clean slate and yet, you’re already feeling pressure to generate more leads.

But your marcom team is stretched to the limits of its capacity. Somehow you need to do more than you did last year. Produce more content. Nurture leads more effectively. Maybe you are missing a critical skill on your team and would like to fill that gap.

So you are going to hire someone.

If you have missed a critical step, you could be making an expensive mistake.

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Topics: Content Marketing, Lead Generation

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

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