Posts Tagged ‘content’

Successful Life Science Content Marketing: Comprendia’s Free Webinar November 14th 2013

The phrase “content is king” may have jumped the shark, due to its overuse, but the fact remains that life science companies must provide engaging content on their website and social media to attract and keep customers. We cover this topic often on our blog and are offering a free webinar November 14th 2013 to help you keep your calm, because creating good content is a natural progression of your existing marketing. In this 45 minute webinar, we’ll cover: Strategy: Developing content that is relevant to customers, relates to goals, and is straightforward to create Tactics: Creating an integrated plan which leverages content to generate leads and sales Logistics: Inspiring and managing content authors to create materials with limited time Repurposing: Using existing assets and putting procedures in place for reuse of future content The webinar is now on demand, access it and two free content marketing planning templates by filling out the form below: First Name(required) Last Name(required) Company(required) Email Address(required) I’m interested in scheduling a free consultation. Sign me up for your newsletter!   cforms contact form by delicious:days

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Life Science Web Development: Focus On These 5 Key Qualities For Success

Life Science Web Development: Focus On These 5 Key Qualities For Success

Changes brought by new media mean that websites have become the de facto presence for most life science companies. Customers no longer need to visit your exhibit at a trade show, they can experience your brand, order products, and get answers to questions on your website. It sounds like a no brainer, but the changes digital media bring have evolved a lot over the past 15 years, just look at Life Technologies/Invitrogen’s 1996 website to see how far we’ve come. The changes started gradually, with a pace that continually increases, and now the evolution has grown into a revolution. Because of wide-ranging changes in the way business is being done, it is always a good time to consider whether an “evolution” or a “revolution” of your life science website is needed to meet your objectives. Here are four key qualities you should keep in mind for success in life science web development: Branding. I recently surprised a colleague by telling them that their company’s fancy new website was built using a template common to many other websites. While they were disappointed, this practice is very common, and a good developer will put a lot of thought into which platform and […]

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Your Guide To Thriving In The Life Science Content ‘Matrix’

Your Guide To Thriving In The Life Science Content 'Matrix'

By now the phrase “content is king” is a cliché but it summarizes an increasingly vital concept that in order to attract customers companies must provide content that appeals to them. Web content management systems (CMSs), myriad online media tools, and the wealth of life science resources available represent an amazing opportunity to leverage materials such as scientific publications, news, and applications. However, it can also be daunting to live in the “content matrix” as companies might not know how to best to create, use and repurpose materials for today’s digital-focused world. By treating this matrix as such and realizing the relationships between the items in your marketing mix, you can get the most out of your efforts. Here we outline the process we both use and suggest to our clients. Set up RSS feeds. First you’ll need to review the content available on the web for several reasons: to develop a niche for your own content, to find materials to share or review, and to connect with the digital influencers in your area. We’d suggest you start with Google Alerts and also look for blogs of interest on sites such as ResearchBlogging and ScienceSeeker. Normally we’d then suggest that […]

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Is Life Science Social Media Worth It Yet? Three Tenets Behind Its Relevance To Your Business

Is Life Science Social Media Worth It Yet? Three Tenets Behind Its Relevance To Your Business

We see a lot of conflicting information about the usefulness of social media, both in general and for the life sciences. Some major companies are reporting on its apparent uselessness and there is a lot of angst regarding the business models of popular applications such as Facebook. However, at Comprendia we see that many more companies are having ‘aha’ moments about social and digital media and they’re diving into it. Similar to life science technologies, its popularity is like a pendulum, swinging back and forth between favor and disfavor, eventually finding its place. Here are three tenets which will help you understand how to leverage the changes life science social and digital media bring even though the final outcome is not clear. Traditional media is not coming back. No one really knows where the upheaval of traditional media will lead us, in the life sciences or otherwise. We recently covered the 2012 Presidential election where one campaign used new media to create a self-affirming and misleading bubble of isolation, and another effectively leveraged digital tools combined with traditional tactics to reach their audience effectively. Even though we don’t know where the life science social media pendulum will land, we know […]

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Understand Life Science Customers Better With Do-It-Yourself Infographics

Previously we talked about creating personas and avatars to help life science marketers understand the people who buy their company’s products. Personas are descriptions of customers which help in understanding their likes, dislikes, and needs. Infographics are images which use visual elements to depict data, and by using them for personas, they provide an easy reference guide for your team to use for everything from product development to content generation. Here, we show you how to use an online tool and our template to create an infographic persona for your life science customers. We found an application called Easel.ly in beta form and were happy to learn that the company is from our hometown, San Diego. We should mention that it was evident that the tool is in its early phase as there are several glitches. The tool allows you to place their graphics or your own and resize, place, and color them. We wanted more options, such as the ability to create graphs, more fonts and more colors, but we were able to create a simple infographic which also serves as a template. We created a generic and fictitious profile for a set of customers for life science consumables […]

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How To Find and Engage Life Science Bloggers and New Media

View on Storify. [View the story “How To Find and Engage Life Science Bloggers and New Media” on Storify]

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Everyone Googles: How To Leverage The Tool All Life Scientists Use

Everyone Googles: How To Leverage The Tool All Life Scientists Use

Believe it or not, we still run into life science companies who haven’t drunk the social media Kool-Aid. In other words, they don’t think their customers use the applications and are not ready to commit to spending resources on them. My answer to them? Everyone Googles. New media has a profound affect on the results from the tool that most of us use daily to get everything from news to recipes. Life scientists are no different, and find technical information, publications, and information about products using Google. Here, we’ll show you 5 ways to capitalize on the pervasiveness of Google drive more traffic to your website and to make broader improvements to your marketing process. Simple Search Engine Optimization (SEO). There is a lot of low hanging fruit that we see many life science companies missing out of in terms of SEO. Surprisingly, it is left off of many web development projects. The web is full of quick guides, and here are our recommendations: Do keyword research and find the top terms people are searching for. Use the top keywords in the titles, content, and SEO summaries of each page. Always write for humans, not the search robots, as no […]

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The Top 5 Freebies For Life Science Marketing

I just visited the SLAS2012 conference and reconnected with some great reps from life science media companies. They reminded me that sometimes there is such a thing as a free lunch, in the form of items you can have published for free to promote your company. Here is the list of our top five freebies for life science marketers, or for anyone who is looking to get exposure. Application notes. Short articles showing your products being used in experiments are a great way to show scientists their real life application. They can be produced quickly and can help with search engine optimization (SEO) on your site. Also, Nature Methods allows you to upload application notes for free! You can also promote them reasonably (see the Nature Sales reps page for more details). Product launches. Several publications have a space where they list new products for free, check on their website or print version. Genetic Engineering News (GEN) has a nice new product section, see their editorial guidelines (PDF) for the details. Of course, be sure to include an image, it helps with visibility, and we’ve also found it makes a difference in life scientist purchase decisions. Press releases. Almost every […]

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How To Add Content To Your Life Science Website For Lead Generation

How To Add Content To Your Life Science Website For Lead Generation

You’ve heard that content is king when it comes to improving traffic to your website and generating leads or ‘converting’ visitors to paying customers. Relevant content will bring more people to your site through Google searches, and by engaging them they’re more likely to become customers. That’s great, how do life science companies find the time and material to add to their websites? As we’ve discussed before, life science companies have been generating great content for years, but it’s not always web-friendly. In this post, we list five great ways to add lead-generating content to your life science website. Having a blog is a great ‘catch all’ for this content, but you may find a way to work some of these items into your website without one. Webinars. As we’ve discussed, webinars are a great way to give leads useful information while at the same time introducing them to your capabilities. While you don’t want to give away the secrets to your success, your company has expertise that can be shared, resulting in a useful presentation which may lead some viewers to buy your products or hire you for services. Publication reviews. Many researchers are getting squeezed in different ways […]

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Comprendia’s Social Media Workshop 2 June 9th & Facebook Webinar Available

A quick post to let you know that we’ve announced our Social Media for Life Science and Biotechnology Workshop 2: The 4 B’s of First Party Applications webinar, which will take place June 9th. Also, our Facebook workshop webinar is now available for you to order and view at your convenience, along with others on our workshops and training page. As always, contact us if you have questions, and hope to ‘see’ you at a workshop soon! To share this post easily cut and paste: Comprendia’s Social Media Workshop 2 June 9th & Facebook Webinar Available http://bit.ly/jyhqM4

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