Blogging allows you to write specific content tailored for different audiences.
Multimedia content can create a range of useful resources for all readers.
Using categories, topics and tags adds structure, guiding readers to useful resources on your website.
What is a blog and why is it essential for your life science website?
On the internet, content is king. Search engines favour sites that update frequently and a blog helps collect all of your content into a useful pool of resources for your many audiences. While blogs are traditionally thought of as sales and marketing tools for your products, they now play a much more important role of attracting readers to your website by providing useful information, and guiding them to whichever solution best fits their needs.
Blogs are extraordinarily flexible, in both structure and content. On just one topic, a new product for example, you can produce several blogs tailored for different audiences. Talk about how it will transform patients’ lives, or how it will disrupt the industry, or how the science behind it works and you have successfully written for three completely disparate audiences.
Another advantage of a blog is how it can be used to guide readers through your website. By using tags and links throughout your blog, a reader can find and follow their topic of interest as tailored to their needs. Combining a flexible blogging structure with Search Engine Optimisation, you can drive engagement from specific audiences to your website.
Where life science blogging goes wrong
Blogging is much more than stringing a few sentences together and hitting “Post” (unfortunately, otherwise this blog would be a lot easier.) There are a number of specific factors to consider in addition to highlighting the features of your product, or telling your company story in a blog post.
Common mis-steps in blogging include:
- Failing to target a specific audience
- Tone of voice not in line with your brand
- Infrequent or irregular updating of content
- Not using tags/links to guide readers to other resources
- Not using Search Engine Optimised (SEO) terms to boost engagement
Your blog is the main gateway for people to access your website, your company, your expertise and your solution. Use it to speak with them effectively.
Our Top 5 Tips for creating a highly readable life science/healthcare blog
Tip #1: Target your audience specifically
Your audience is made up of many different stakeholders such as patients, investors, researchers and customers. The sooner you recognise who they are and what they need, the sooner you can create tailored content that speaks to them individually, making it easier for them to find the solutions they need from your website. For example, investors want to know the company’s story and how it relates to value creation.
Tip #2: Keep in line with your brand
Your life science brand is your company’s personality online. Blogs and other content must be produced to brand guidelines to a consistently high standard. This helps build trust with customers, patients and readers.
Tip #3: Consistent updating and timeliness
Consistent updates are helpful for search engines algorithms. Plan ahead with a content calendar, using touchstones such as major conferences and international awareness days relevant to patients or your field of research. Tie in product updates, company news and expert opinions as necessary.
Tip #4: Create structure
When we talk about a blog, we mean it to be a resource area of relevant news, publications, case studies, and multimedia. Without clear structure, this can be overwhelming to a newcomer on your website. ‘Categories’ on a blog act like the table of contents at the start of a book, while ‘tags’ on a post are more like the index. Guide targeted pieces of content by strategically using tags to create unique paths through your categories for different audiences. Learn more about the Do’s and Don’ts of tagging here.
Tip #5: Make use of SEO
A frequently updated blog with helpful tags is not enough without guided SEO insights into what your audiences are searching for. Incorporating SEO terms into your blog will attract your different audiences to relevant content on your website, ultimately helping them find solutions faster.
Why you shouldn’t go it alone
Running a blog is not a task that should be left to researchers who may be passionate but lack time to properly build and structure content on a reliable schedule. They are important contributors, however blog content should not be dismissed as such a simple task.
There are many ways to organise and structure your blog posts to make informative content for your audiences. Finding a structure to suit your needs and audience requires an expert eye to help plan, develop and structure your blog.
Blog content is an effective way to keep your website content refreshed for a growing audience, showcasing your expertise and brand identity, as well as guiding a diverse audience to the information they need about your company. In starting a blog, ask yourself these questions:
- Who do you want to target with your blog?
- What topics do they need to know?
- Where will these posts connect with your website and other content?
- When can you post? And can you do it regularly?
- Why is it important that people know what you do?
- How do you best communicate that with them? (Text, multimedia, infographics)
Arttia Creative is your expert company in life science communication, brand creation and web design. We have an unrivalled team of specialists ready to work with you.
We can create, plan and develop life science and healthcare blogs for an array of audiences in many life science fields including biotech, biopharma, healthcare and medtech. We help you identify those audiences, craft your message to suit their needs and leverage the power of SEO and tags to build a winning blog for all your audience archetypes.
Belinda White | Creative Director