Social Media Quick Start Kit

Posted by Chris Conner

04/03/2014

If you are reading this, you have been thinking about how to incorporate social media as part of your content marketing strategy. You may even have experience with at least one platform. But if you struggle to understand not only which one works best, but even how each platform is used in the most basic sense, you are not alone.

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Topics: Content Marketing, Social Media

4 Things Your Competitors Want You to Keep Doing

Posted by Chris Conner

03/08/2014

Right now, your competitors may be happily enjoying your website.

They may be envious of your beautiful design, but what really makes them giddy is seeing how hard you are working to generate new leads. In fact, they’d love it if you worked harder.

Why is that?

Because they like seeing you expend effort needlessly.

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Topics: Web Writing, Content Marketing

5 Ways to Make Content Marketing Easier and Get More Leads

Posted by Chris Conner

02/25/2014

No matter how hard you work, it’s not enough.

You are responsible for generating leads. Lots of them.

You’ve staked your reputation on content marketing to generate new qualified leads on a consistent basis. You gather whatever relevant content you have and send it out. A few leads trickle in.

So you create something new. And get a few more clicks.

You feel like a hamster on a wheel.

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Is this 20th Century Asset Dragging Down Your Content Marketing?

Posted by Chris Conner

02/18/2014

While marketing has changed dramatically since the arrival of the internet, some habits are hard to break. We repeat the same activities without ever stopping to question the purpose.

For example, do you still create brochures because that’s what has always been done? Even though they require a lot of effort and expense to produce, are often generic and go out of date quickly, they continue to be a conventional part of the marketing mix.

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Topics: Content Marketing

How to Make the Unremarkable Remarkable

Posted by Chris Conner

02/12/2014

There's no doubt. It's a challenge.

It's never easy marketing scientific products that are (or are perceived as) commodities.

Let's face it. Not every product can be the top of the heap. But now it's your heap and you need to do something with it.

How do you make an undifferentiated product stand out in a crowded market?

 

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Topics: Content Marketing

33 B2B Marketing Tips for Life Science Marketers

Posted by Chris Conner

01/29/2014


Admit it. Sometimes you wish you were a B2C marketer.

It looks like so much fun!

Imagine what you could do with the freedom to create stunningly imaginative campaigns that would reach millions of consumers.

So I have to ask, "What's holding you back?"

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Topics: Content Marketing

The Secret Content Asset That Will Increase Customer Lifetime Value

Posted by Chris Conner

01/13/2014

As marketers, we spend most of our time worrying over generating new, qualified leads and creating content that will help close a deal. Once a sale is complete, we tend to think our job is done.

A well thought out marketing plan doesn’t end at the sale. The most important moment for keeping a customer happy is the moment right after the sale.

Sometimes problems pop up. Your new customer eagerly begins to collect data on his new (expensive) spectrometer, but something isn’t right. What happens next could make the difference between a loyal customer and a one-time deal accompanied by a chronic headache.

Marketing has the power to change what happens next.

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Topics: Content Marketing

What Life Science Marketers Need to Know About SlideShare

Posted by Chris Conner

01/08/2014

If you have been curious about SlideShare and whether it might fit into your marketing mix, I have written a guest post for the folks over at ACP-LS. That's the Association of Commercial Professionals - Life Sciences. You can read it here.

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Topics: Content Marketing

Life Science Content Marketing - Survey Results

Posted by Chris Conner

01/03/2014

As we kick off the new year, you might be curious as to how your situation compares to your peers in the industry. I hosted an online survey in 2013 to find out and have summarized the results here.
Keep in mind the survey is hardly scientific. Consider it a snapshot of the state of content marketing in our industry. There are some trends, however that are worth pointing out. If you are interested in seeing the full report, you can download it here.

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Topics: Copywriting, Content Marketing, Social Media

Is There Any Room for Humor in Your Content Marketing Strategy?

Posted by Chris Conner

11/22/2013

In a recent LinkedIn Group Discussion, the question was asked "Is a touch of humor a good way to 'humanize' your marketing communications"?  It's fair to say most people enjoy humor in the appropriate context. But can it fit within a content marketing strategy designed to sell advanced instrumentation to scientists?

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Topics: Copywriting, Web Writing, Content Marketing

Blog Updates

Logic and Emotion

Life Science Marketing Blog

Although we work in a world of logic, hypotheses and experiments, science has shown that the decisions our customers make have a large emotional component. Can doing MarCom differently change your business? Let's find out.

 

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