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Marketing in a Digital World: An Overview of Effective Content




How do you stand out in a crowded world? For example, there are almost 20,000 biotechnology firms located around the world, according to the Organization for Economic Co-operation and Development. A majority of these companies are based on research and development, and 6,862 of them are located in the U.S. The desire to find answers to the health industry’s most pressing questions continues to fuel the industry as a whole – but what is the industry doing to keep people interested?

Passion alone can’t get keep these companies in business. For this reason, marketers across the biopharmaceutical and biotechnology industries need to work hard to capture the interest of the public. Furthermore, success can be linked to a marketer’s ability to sell a product or service to an investor – an individual or a firm with the money to keep the company alive.   

There are many tools that the everyday digital marketer now has in his or her arsenal that weren’t around a decade ago. With the Internet, the average marketer also has the ideal platform to spread the word about his or her biopharmaceutical company. However, the importance of understanding these tools and resources remains essential.

What good is a white paper if you can’t define its value? Why should you host a webinar if you can’t pinpoint a good reason to attend?

Here is an overview of some of the most common tools, resources and content that marketers are turning to in the digital age, as well as why they work. These concepts can give marketers a starting point toward more effective means of lead generation.

White Papers: Long-Form Content at Its Best

A white paper can be defined as an extensive guide or report that breaks down a complex issue or relevant industry topic. Marketers use white papers to educate their target audience on problems that may pertain to their company. Typically, the white paper provides ways that the reader can resolve their issues through the marketer’s products or services. 

As a white paper is typically long and research-heavy, it can take time for a marketing team to produce. However, the ROI can be huge for a biopharm or biotech company. The 2010 B2B Technology Collateral Survey conducted by Eccolo Media found that 76 percent of business purchasers had consulted a white paper before making a buying decision over the past six months.

Webinars: Engaging with Your Audience

There’s no better way to market a product or service to a target customer than meeting with him or her in person. However, this isn’t always possible – you might not be in the same place at the appropriate time. Luckily, technology is making it easier for marketers to reach out to the masses.

Webinars are becoming popular marketing “events” – virtual events that anyone with an Internet connection can attend. Typically, a company hosts a webinar through a video conferencing service to educate their primary audience on a relevant industry topic, as well as their own goods and services.

These online get-togethers are significant for a number of reasons. Not only do they help companies gain exposure, but they allow them to get to know their customers. This can give any biopharm or biotech company an opportunity to improve upon the way it sells to consumers.

e-Books: Breaking Down Complex Matters

Not everyone wants to sit down and read through a white paper, and some people may not have time to engage in a webinar. Enter the e-book – a concise, visual piece of content that marketers can use to fill in the gaps.

In the world of biotech and biopharm, companies are constantly churning out new information. It can be difficult for marketers to keep their audience up-to-speed on developments, and this is where e-books can help. A standard e-book typically has all of the “meaty” data that a white paper might provide, but it’s condensed and presented through more visuals.

As an e-book still needs to have relevant, critical information, it can take a bit of time to be created. However, there is big potential in e-books – marketers are reaching out to a section of their target audience that may want this specific type of content. The pictures in an e-book can strike a chord with consumers as well – the brain processes visual information 60,000 times faster than text.

Blogs: Giving a Personality to Your Company

Regardless of what industry you are in, customers want to feel like they are associating with a human being – not a corporation. Keeping this in mind is essential to any successful marketing strategy. In this sense, blogging can help personify a business and take away any intimidation.

When the word “blog” comes to mind, the average person might think of a few paragraphs of casual writing, perhaps with a few photos in between. However, the fact of the matter is that blogging means something different to each person and business. Writing on a blog can give your company an identity, and furthermore, it can help you connect to your customers in a new way.

Statistics show that small businesses that have blogs generate 126 percent more leads. Additionally, 81 percent of consumers in the U.S. trust advice and information from blogs, despite their reputation for being casual.

If you haven’t started blogging yet, you might want to explore your options for doing so in the near future. Everyone from company executives to marketing team members can contribute valuable information to a business blog.

The Continued Rise of Digital Marketing

There are several types of content aside from the previously mentioned that can help you reach your marketing goals. However, the obvious trend is that content marketing is on the rise, especially as companies go digital.

In 2013, approximately 55 percent of marketers worldwide increased their digital marketing budgets. Last year, marketing teams were predicted to spend up to $135 billion on digital collateral alone. Whether you like the idea of hosting a webinar or publishing a white paper, think about launching your plans sooner rather than later. Doing so could make a significant difference in your overall bottom line.

29th May 2015

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