With everything going on around us, it can be difficult to make science captivating. There are so many things people would rather be doing than reading scientific content, after all. While specials on Netflix or PBS can be cool, the average science-based business or research firm can struggle to make their content appealing. Without a big budget, many businesses are left with little more than a blog to market themselves. If your industry is steeped in scientific research, it can be hard to appeal to the masses. Still, with the right strategy in place, you can not only make scientific content captivating but also stand out from competitors.
Just Because It’s Science Doesn’t Mean It Can’t Be Sexy
While a lot of what we work on in the science field is technical and research-based, that doesn’t mean the presentation of that content can’t be engaging. What makes great content isn’t just the information but also how that information is presented. You might be asking, “How does a science company produce content that’s fresh and original without compromising the integrity of their work?” That starts with your brand.
Branding in the science field can be a challenge since many science companies aren’t consumer-facing. Nevertheless, 77 percent of marketing leaders say a strong brand is critical to growth. When brainstorming what you should write and present, gauge big-picture ideas before moving into the specifics necessary to make articles pop.
Think, how did CBD gummies take off?
A smart way to make your articles and case studies pop is by utilizing more visual elements in your executions. People only read about 20 percent of the content on a page, which means content should be easily digestible. In the science field, you may be teaching people new or complicated subject matter. Being able to help someone understand is a talent that will help you gain and retain traffic.
Think about how you’d explain your scientific content to a five-year-old. As exaggerated as that sounds, simplicity is the goal. In terms of visual design, use charts, graphs, and other visual elements to illustrate your point. Don’t be afraid to get creative, since you’ll want to draw attention on social media as well.
Stay Ahead of the Curve
As hard as it might be, staying ahead of the curve is vital if you’re going to attract traffic to your scientific content. Although it might sound difficult to come up with a consistent schedule for both research and content development, it’s going to separate you from the pack. Only 3 percent of internet-using adults trust what they read on social media, so you’re going to have to know your stuff and organize it effectively to earn their trust.
Take a look at science journals to see what innovative things are happening at both private and public institutions. Whether the subject is molecular sieves or blood analysis, it’s good to connect with the people who are directly working on the projects. Science is a field that affects everything from architecture and construction to the culinary and fine arts, so you can expand content by exploring other disciplines as well.
Have a Consistent Schedule
Finally, when it comes to publishing your works, it’s important to keep your schedule consistent with both your research, writing, and marketing. Although it sounds like a full-time job, the extra money you’ll be making will pay off. Brands that are consistent see an average increase of 23 percent in terms of revenue. That’s a pretty significant bump, but it comes from being disciplined and organized in your approach with your online content.
Most people in the content development industry either use spreadsheets or task-based, project management software like Asana to work on a schedule. You can use these tools to highlight when pieces will be done, let team members know what stage in the process content is in, and share details about the piece’s audience, relevant links, and other important info. Try to make your calendar organized enough that you are able to work on content regularly as a marketing tool. At the same time, content shouldn’t be overtaking the rest of your work, so use tools like Buffer and MailChimp to fill the gap for social and email marketing. The biggest goal for your content calendar is to produce work regularly and to create high-quality material you can be proud to share.
Running a business based in the sciences is no excuse for less-than-stellar content. What are some ways you’ve made your scientific content stand out from the crowd? Comment with your insights below!
I am a women’s rights activist, running junkie, and eternal marketing student. I help companies market their brand to millennials and gen z. In my spare time, you’ll find playing with my golden retriever and reading the newest business books by my fire.