With new content constantly flooding the internet, blogging has become an essential practice to stay afloat among all the noise. 53% of marketers agree, saying that blog content creation is a top priority for their team.
However, blogging in life sciences can be challenging. A number of rules and regulations means there’s a tough balance to find when sharing knowledge and staying compliant. But once the balance is found, blogging can be an invaluable way to create sharable content that positions your company as the industry expert. But that’s not the only reason to maintain a blog. Here are three other key reasons your life sciences company should have a blog:
Blog to Boost SEO
Competition on search engines is high, because every brand is aiming to achieve top rankings. This makes sense, considering that 90% of people don’t go past the first page on Google.
Building a website with high-quality, unique blog content is key to establishing your name on Google and ranking higher on searches. In fact, websites with blog content have 434% more search engine-indexed pages than those that don’t publish, which means maintaining a blog is crucial to gaining online exposure.
The best way to approach blogging for your life sciences company is to be as specific as possible. Write about topics that are highly relevant to the type of drugs, research, and stories that your company focuses on to start ranking for the right keywords. For example, if your company specializes in developing drugs for rare diseases, offer a breadth of content on this topic. The more specific you can be, the higher your company will rank on lucrative longtail keywords.
Maintain a blog that’s unique to your life sciences company and your website will start climbing to the top of Google.
Blog to Build Credibility
Credibility is everything in the life sciences industry. Every unique audience, including patients, providers, healthcare professionals, and investors need to know that your company is a trusted resource. For many, these audiences are relying on your expertise to carry a drug to market or to provide care for a specific medical condition.
Blogs help to prove that credibility in the digital space. Your life sciences company can achieve this credibility by writing about the in-depth process your company goes through during research phases, sharing new industry trends, or including a video testimonial on a post that dives into the care your company provides for patients.
By providing a content hub of information, your visitors will view your company as an industry expert and continue to rely on your brand’s expertise.
Blog to Humanize Your Brand
Life sciences companies aren’t always consumer-facing. For instance, research and development brands work behind the scenes to uncover new, innovative drugs and treatments. But blogs can help to humanize and authenticate brands that aren’t always face to face with their audiences.
To establish an approachable digital voice, include guest blogs from company experts. This tactic is an effective way for them to share their knowledge with audiences, establish their name in the field, and add an element of humanity to the brand.
With employees as the face of your brand, they will establish a real, authentic presence on the web. This is critical at a time when 42% of people distrust brands, which means keeping people at the forefront is critical to humanize the experience for users.
There’s an influx of content in today’s digital age. That’s why it’s more important than ever to provide unique content through a blog that is highly relevant and specific to your brand.
Blogs have become an effective content marketing tactic, because they boost SEO, build credibility, and humanize a brand. So, by ensuring your life sciences company has a well-established blog, you’ll keep search engines indexing your content and audiences coming back for more.