A few months ago, I did some lead generation work for a client.
The goal was to create a lead generating application note – one that outlined how their microscopes helped researchers study the nanostructure of a particular material.
Over the course of about 4 weeks, we took the raw materials they were working with – brochures, academic papers, and interviews with the researchers themselves – and used these to craft an effective marketing piece.
Now this app note wasn’t a straight up sales document. Instead, the body copy was unbiased and talked about how the general technology helped these researchers get results.
It also wasn’t a shortened down scientific paper.
And that’s key when using content to generate leads for science and high-tech.
You don’t want to mention your products and company. And you don’t want your readers wading through pages of scientific data either.
The overall content needs to be unbiased and it needs to tell a story.
Telling a story does not mean selling, or loading your piece up with technical and scientific data.
Now, marketing communications aimed at scientists tend to suffer from the latter problem more than the former. They’re usually packed with scientific data, numbers and specifications.
Remember: your prospects are not looking for pages of technical data… not yet anyway.
They’re looking for a solution to their problems. So show them how you solved a similar problem for someone else.
The secret here is that there is value in sitting down and assessing your marketing communications.
Are you using too much scientific data in your application notes?
Are you telling a story? Or are you just promoting your product and company?
What do you want your application note/white paper/article to achieve?
Asking yourself these questions and why you’re not getting the results you want from your campaigns gives you a starting point to finding a solution.
And often the solution begins with outlining your goal. Optimizing your communications for a specific goal – be it lead generation, lead nurturing or supporting a launch – means writing your content with that goal in mind.
As a scientist who has published in academic journals, this is something that comes easy to me. Repurposing academic papers into effective and useable marketing communications (and doing it to match a specific goal) is something my clients find extremely useful.
The good news is you can make it simple by learning how to write science copy for individual marketing outcomes.
Note that I said simple, not easy.
I’m not promising an overnight solution here.
But I am saying if you think about your communications as having specific objectives – and most importantly, writing them to match that objective – you can generate a higher marketing yield from each piece of content you write.
Are you doing this?
Until next time,