5 Mistakes You Make When Creating Content- For Life Science SMEs

Content creation is a valuable tool to promote your business, and Life Science small and medium-sized enterprises (SMEs) are not an exception. Great content educate, engage, and attract the right target audience.

However, many Life Science SMEs often make mistakes that hinder the effectiveness of their content marketing efforts. In this blog post, we will explore five mistakes to avoid when creating content for life science SMEs.

1. Zero Content strategy.

A content strategy is the planning, creation, publication, management, and governance of content. A great content strategy will attract and engage a target audience, meeting their needs while driving business growth.

Without a strategy, your content creation efforts will lack direction and fail to align with your business goals, brand image and voice. To develop a content strategy for your Life Science SMEs;

1. Define your goal.
2. Research target audience.
3. Run a content audit.
4. Choose a content management system or any platform.
5. Determine your content type- video, written, audio, etc.
6. Brainstorm content ideas.
7. Publish and manage your content.

2. Creating whatever you want.

In our agency’s early days, we would sometimes focus too much on the content we wanted to create, how we wanted to be perceived as “thought leaders,” and how these things related to what we were trying to sell. The problem? We weren’t thinking about the people we were trying to connect with. We weren’t solving their problems through content or educating them about the things they were interested in. Unsurprisingly, our content wasn’t connecting that well. Unfortunately, this is the number one mistake we see brands making over and over. 

One of the biggest mistakes that life science SMEs make when creating content is failing to conduct thorough target audience research. Don’t create content that you feel is good for your target audience, research and create content that resonates with them!

Understanding your target audience is vital for tailoring your content to their pain points, needs and desires. Conduct surveys, analyze data, and engage with your audience through social media platforms to gain valuable insights. By doing so, you can create content that educates, informs, and engages your target audience effectively.

3. Ignoring the Power of Visuals.

Humans are visual-oriented beings. We use five critical senses daily to solve problems and get through our daily lives, each of which helps humans significantly. But vision is responsible for 80% of everything humans learn, and similar numbers are likely for most animals with developed brains. That’s why visual-rich media – photos, images, videos – have a huge impact on the success of written content and overarching content marketing strategies.

Many Life Science SMEs neglect the power of visuals and solely rely on text-based content. Incorporating images, infographics, videos, and other visual elements can make your content more appealing and easier to understand. Leverage visual content to captivate your audience, break down complex ideas/ tutorials, and activities in your research laboratory, and convey information in a memorable and visually appealing manner.

4. Overlooking SEO Optimization.

If your content is not visible, you won’t be able to attract your target audience or make any sales. Unfortunately, many Life Science SMEs overlook this aspect of content creation. By incorporating relevant keywords, optimizing meta tags, and structuring your content with headers, bullet points, and subheadings, you can improve your chances of ranking higher in search engine results. Conduct keyword research to identify the terms and phrases your target audience is searching for, and incorporate them naturally throughout your content. Additionally, focus on building high-quality backlinks to your content from reputable sources, as this can further enhance your SEO efforts.

5. Creating only Promotional Content.

Focusing solely on promotional content without providing value to your target audience doesn’t yield results. While promoting your products or services is important, it’s equally crucial to educate and inform your audience. Share insights, research findings, industry trends, and practical tips that can benefit your target audience. By positioning yourself as a trusted source of information, you can establish credibility, build trust, and attract loyal customers.

Creating content for life science SMEs requires a strategic approach, by avoiding these mistakes, you can enhance the impact and effectiveness of your content marketing efforts.

At Life Science Nigeria, we promote life sciences in Nigeria by supporting the growth of small and medium-scale enterprises in the industry. We achieve this by connecting your product and services to your target customer audience through competition/contest campaigns that build strong customer relationships and connections for your business.