Generate demand, build trust, and win more business with as little as one blog post every month.
Content marketing goes beyond product literature and sales pages (which are still very important) to create a library of material that draws customers into your orbit early in the buying cycle — or perhaps even before.
Rather than waste time and money on advertising that interrupts people and does little to build trust, content marketing meets people where they are with a genuine offer to help. You become a recognized authority within your market over time, resulting in greater trust and more equitable relationships with your customers.
Moreover, publishing new content regularly guarantees that you will learn new things about your audience and your customer base. Instead of going all-in on a single customer presentation or product page, content marketing lets you experiment with many topics and hone in on what matters the most to your customers.
We’ve broken the process down into three main stages to show how easy it is to implement.
- First, create the article, video, etc.
- Next, promote it through your social channels, email newsletter, etc.
- Finally, measure engagement via social media likes, shares, etc.; email opens, clicks, etc.
1. Content Creation
Before you build the first piece of content, create a plan to target specific audiences and an editorial calendar to keep track of what will be published and when.
What kind of content should you make?
Content can be blog posts, white papers, ebooks, presentations, videos, and many other formats. Companies typically start with regular blog posts of 750–1200 words as this format is generally easier to launch and maintain for beginners.
Who does the writing?
Depending on your budget and time constraints, you can choose to have your team write all the original content, or to hire a technical writer to “ghostwrite” on their behalf.
Although having your experts write everything is ideal, it’s often not feasible. The technical expert who is also a good writer and has plenty of time to spend writing articles for you is a critically endangered species. Working with a dedicated staff writer or freelance writer is a widely-accepted practice, and you can develop an efficient working relationship after working on a few articles together.
2. Publication and Promotion
Social media for science and technology businesses? Really??
Yes! Social media is a great way to start building and engaging with your technical audience. Once the content is published, schedule several social media posts on a rolling calendar across the channels that matter the most (usually LinkedIn, Twitter, Facebook, and possibly Instagram).
What about email subscribers?
Send an email to your subscribers letting them know a new article or video has been published. If you don’t have an email list, you can set one up pretty easily through a service like Mailchimp, HubSpot, and many others. These services also make compliance with spam and privacy regulations much easier.
3. Monitoring and Measurement
Monitoring content performance is how you know whether you’re on the right track or if you should try something different. We recommend keeping an eye on several engagement analytics for every piece of content you produce and to also monitor audience growth across different channels.
What can you reasonably expect?
Content marketing is a long game, regardless of industry. Generally speaking, it can take several months before you start seeing meaningful engagement with your content, although there certainly are exceptions. Many things can influence this process, including brand recognition (you’re more likely to build a following faster if your brand is already well-known), publishing frequency, market/audience size, content quality, etc.
Why Content Marketing for Science and Technology?
Science and technology companies are perfect candidates for content marketing for three reasons:
- They have highly-specialized, niche audiences that are easier to target.
- They have highly-technical products that require a lot of explanation and education on relevant subjects.
- They already produce a lot of content for conferences, customer presentations, etc.
Content Marketing Packages from American Lotus
We offer several content marketing packages designed specifically to help science and technology companies launch and grow their content program. Feel free to reach out if you have any questions or would like to talk about a customized plan.
Have questions about content marketing? Send us a message!
We typically respond within one business day.