If you have decided that a life science content marketing strategy is the way forward for your science website, then you just need to find ideas to write about.
Thinking of ideas may be easy for you, but how do you validate if your ideas are good or not?
Ideally, you should be writing content to target scientists that are likely to convert to leads or even sales, or even to attract backlinks from similar websites. If you can do both, then your website is likely to perform incredibly well.
Saying that, here are five ideas on how you can find useful, relevant ideas for new content!
1. Check your Google Search Console
If you have Google Search Console (GSC) or Bing Webmaster Tools (BWMT) set up, I always recommend you check this before anything else in this list. The more data you have in these tools, the more ideas you are likely to generate from this.
If you don’t have GSC set up already, go and set this and Bing Webmaster tools straight away!
The data from these two tools will tell you what searches people are making on the internet and where your website is being shown as a result.
Where you see keywords where you have lots of impressions – but a low CTR or ranking position – this is a perfect opportunity to create content for these search terms. You don’t always need to create a new URL to target these keywords, sometimes updating an existing page will work.
Take the above example, the long tail keyword has plenty of impressions, but has a low CTR. This is probably related to the average position of the keyword, suggesting that content isn’t properly optimised for.
As you create more content for your website, the more keywords you will start to rank for. This creates a domino effect; as you create content, more keyword opportunities identify themselves.
Crucially, this information is only available to you. Keyword research tools will only give you so much information, and doesn’t always identify new and upcoming keywords!
2. Use Google’s “People Also Ask” or “Related Searches” Data
Whenever you make a search on Google, the results you get are designed to be as useful as possible to your search term.
But sometimes, the results just aren’t what you are after.
To help you out, Google provides additional information in the search results pages (SERPs) in the form of “People Also Ask” and “Related Searches” which shows you what related searches are making based on the search you have just made.
The first box that appears is the “People also ask” box, which appears after the first two to three search results. If you click on the arrow, you are shown a snippet of a result and the URL which you can click through to.
Every time you click one of these searches, more questions appear, providing you with plenty of information with little effort.
The second opportunity you have, is from the “Related Searches” box.
This appears at the end of the SERPs just before you opt to visit an additional page.
The information here is quite generic compared to the “People Also Ask” box, but it shows some similar topics related to your initial search.
With a bit of playing around with these two features, you can soon generate plenty of topics, with individual questions you can answer within your content!
3. Use an SEO keyword tool
If you are planning multiple pieces of content as part of a content calendar, using a keyword tool will make the process significantly easier.
SEO tools such as Ahrefs of SEMrush will speed up your life science keyword research, allowing you to generate plenty of keywords and export them into a user friendly format.
Although the above screenshot is taken from SEMrush, there are plenty of tools out there, that vary in different features and usability.
Using these tools is not necessarily difficult, but having somebody with experience in a particular tool, or general SEO, will be able to generate better quality data much more quickly than a new user!
4. Go and check out some forums (or similar)
Forums offer a massive opportunity for new content ideas, you can see what scientists are talking about in real-time and produce content around the topics and questions that your potential audience are talking about.
If you know where you audience is already present and getting involved, then frequently visit the forum(s) and take note of common or reoccurring themes that are related to your business.
This can work well for new or trending topics; search engines and keyword tools don’t always provide up-to-date information regarding new or breaking subjects, but make sure to correlate common themes with GSC and BWMT (mentioned above)!
The only problem with this, is depending on your niche of life science, there might not always be forums dedicated to your field of science.
If this is the case, don’t just stick to forums. Go and check out social media; twitter and Reddit have millions of visitors between them.
But don’t stop there – go and find LinkedIn or facebook groups. These are likely to be private groups, so request to join and get access to the discussion that is going on.
You’re probably thinking that this is going to take a lot of time and effort to check frequently. The reality is, it probably will, and not always guarantee results.
But, once you find where people are present (or have been present) talking topics of interest to you, you can set up alerts and notifications specifically targeting these places. This takes out all the manual effort, but keeps you up to date with ongoing conversations!
5. Use existing customer feedback
If you already have existing customers, make sure you tap into this gold mine of a resource!
Ask them if they interacted with any of your content before or after a purchase, what they found useful and what they wish they could find.
If they needed ongoing support with a piece of equipment they purchased for example, are there help or troubleshooting guides available to them? Are they looking to solve problems for other issues, but just can’t find the right resources for them?
Not only are you going to find new opportunities for content marketing this way, you are likely to consolidate an already existing relationship, which will help generate more business form existing customers and help turn them into word-of-mouth advocates!
Be smart with creating content
Creating new, high quality content for your science customers takes significant time and effort.
With all new content that you create, you should be able to use some sort of data to validate an idea, rather than producing content based on personal opinion.
The five ideas in this article might not be applicable to all life science businesses, but they should provide a starting point for your marketing department to create content in-house or outsource to a freelancer.
One piece of content on its own is unlikely to generate lots of inbound traffic, so having a consistent publishing schedule – prioritising quality over quantity – will slowly help to grow your websites audience!