Generate demand, build trust, and win more business with a content strategy built for small and mid-size science and technology companies.
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.
When you partner with us to build your content marketing program, we manage the entire process from content creation through promotion and measurement so you can stay focused on running your business.
1. Content Creation
This is the only step that requires significant input from your team.
Before we build the first piece of content, we 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 have one of our technical writers “ghostwrite” on their behalf. Either way, we always work as closely as possible with your people to ensure your authentic voice comes through and that all information is technically accurate.
2. Publication and Promotion
After the content has been created, we handle all the editing, publishing, and promotion.
We take care of formatting articles and posting them on your website, and uploading videos to your YouTube channel.
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, we will schedule several social media posts on a rolling calendar across the channels that matter the most (usually LinkedIn, Twitter and Facebook).
What about email subscribers?
We will also 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, we will set one up for you.
3. Monitoring and Measurement
Monitoring content performance is how we know whether we’re on the right track or if we should try something different. We keep an eye on several analytics for every piece of content we produce, and we monitor audience growth across different channels.
What can we 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.
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.
Content Marketing Packages
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.