Category Archives: content strategy

Social Media Marketing Challenges in the Biotech Industry

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I once heard this line in a podcast, “Take what’s important and make it interesting.” It resonated with me immediately. If there was ever a direct call to action for all that we do in social media, particularly social media marketing in the biotech space, then that would be it.

I don’t see a lot of “how-to-do” social media marketing articles that focus on the biotechnology industry, and there’s probably a good reason for that. It’s hard. To counterbalance that, I thought this might be a good opportunity to talk about the challenges of navigating through it with a clear path and understanding of what it’s going to take to “win”.

I’ve been in the biotech space with Revvity, for the last three years. Overall, I’ve been in the social media “space” for over 15 years, so I’d like to think I’m fairly qualified to lean in on the topic of social. Depending on your background and experience, I may be preaching to the choir here, but the bottom line is this; The social media challenges that exist in biotech are no different than they are in retail, tech, finance, or sports.

It’s Always Going to be About Content.

Till the cows come home, it’s always going to revolve around content frequency, freshness, and the types of content that are created. At a high level, we can chisel that previous sentence into the side of a mountain. Factor in strict FDA and FTC guidelines and sprinkle in some HIPPA compliance for extra measure and your team has quite the mountain to scale. Fresh content or not, you’re probably asking yourself, how can I tell my company’s story if I’m not allowed to “really” tell my company’s story?

The challenges, however, are this, and I think this is applicable across all industries. Once you get past the creation of said content (including copy, image, and landing page), and of course making sure you’re coloring inside the lines of whatever industry you are in, you’re not done. The emphasis then shifts to the audience and the platform. Is your stuff being seen by the right people on the right platform?

In other words, you must ask yourself (and your internal teams) if creating a TikTok video on cell and gene therapy geared towards chief scientists is really going to have the same impact as a gated white paper on the same topic offered up on LinkedIn. For now, I think we can say with some confidence that at least from a chief scientist’s point of view, they are not gathering market intelligence on cell and gene therapy solutions from TikTok.

As if your content, audience, and platform selection aren’t enough to keep you up at night, let’s factor in the desired outcomes of your content? What is the desired outcome that you want from that content piece? What do you want the chief scientist to do? Let me just say, you don’t have much time to get them to the dance…on time..

The Right Content + The Right Audience = The Possibility of Some Type of Action

At its most basic, fundamental level, you must fish where the fish are. Are we trying to cast a wide net? Sure, we are. But we’re also looking for a specific type of fish that might be interested in our bait. For starters, and this may seem silly, but you must ask yourself another pointed question, and that is, is your audience online? Are your decision-makers online? If so, in what capacity? What do they do when they are online? What types of content are being consumed by them or offered up to them? Do they engage with the content?

All of these answers can be partly arrived at by setting up social listening posts, which is highly recommended. At a high level, your listening posts will tell you IF they are out there, what are the content types being offered up to them, what’s working, and what’s being said. Listening posts, done correctly can give you a lay of the land of what’s possible. I highly suggest that you set this up and you always leave it on. Those insights will fuel your content ideas and your messaging.

When I was with Accenture, we had internal discussions amongst ourselves and with stakeholders every day with the primary goal of trying to understand what content would resonate with our target audiences (white papers, infographics, industry data, videos, our latest thought leadership, etc., etc.), where did they want to consume it (usually LinkedIn but not always), and when did they consume it (on the way into work, at lunch or on the way home). If you and your teams are NOT having those types of conversations, then you’re just yelling into the void.

It’s imperative to dig into your audience personas. i.e., the who, what, why, when, where, and how that comprises your target audience. Your audience IS online, you just have to find the sandbox that they’re playing in. In the past, we have found that LinkedIn user groups have been mildly successful from a targeting standpoint but even that can sometimes be an inexact science as well-, but it is worth trying.

For the sake of this discussion, we must assume that your target audience is online and is impatiently waiting for your creative message/post. You must understand that not all audiences are like you. In other words, there’s a high likelihood that they are NOT in front of a machine from 9:00 to 5:00 like you. Thus, you have very little time to get their attention. The window is half closed already. Thus, you must put yourself in their shoes. Give them what they want, how they want it, and in a manner that doesn’t waste their time.

Picture yourself as the customer. Where do you go for your information? Where do you go for market intelligence? How do you like your content packaged and delivered?

And thus, assuming you have done the work, it comes full circle. You found your audience and now you have to give them what they want.

What is good content?

In our example above we mentioned chief scientists who hung out on LinkedIn. Why not Facebook, Instagram, or Twitter/X? Simply put, LinkedIn has the best distribution of executives, chief scientists, lab managers, and essentially all of the target audiences we are interested in as a biotech organization.  

So, if we’re now thinking about that particular piece of content that will resonate with our targeted audience on LinkedIn, then there are a couple things in play. Do we create long-form pieces of content? A video? An infographic? Or do we go with short-form, staccato-like pieces of content? What should the CTA or call to action be that can drive the user to a landing page? See, there are a lot of different variables there that can affect performance. But at the end of the day, let’s decide. Let’s commit to a strategy and consistently measure it. Let’s think about what we want to do here. We have a piece of content. We want to get the most eyeballs on it. We want to get the most qualified eyeballs on it, and we want them to act on it. Are these things possible? They are, but you have to put the work in to understand the lay of the land. It’s no different than scouting your opponent in sports, doing your homework so that you’re prepared the next day or practicing your scales in music.

The last that I’ll add is that you should “always be testing”. One thing that working in social media will always afford you is a front-row seat to people and organizations trying new things. You should do the same. Start with different types of creative, copy or calls to action. Test them against each other. See what resonates and what doesn’t. The proof will be in the metrics and the metrics will be your friend. Be data-driven. Cancel that, be data-obsessed. It will tell you whether you’re fishing where the fish are and whether the bait you have, is working. Now go forth and take what’s important and make it interesting, your chief scientists are waiting for you!

How do you Measure Success?

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I save way more than I need to. I’ll admit I do have a bit of a hoarder in me, not to the extremes that you see on TV, but only in the sense that the things that I save have a) some sort of lifetime business value or b) a sentimental family value. So, needless to say, there is a bit of an accumulation.

That means not only do I occasionally print things out, but I also bookmark a lot of sites and I also write stuff down on anything and everything. Translation-stacks of paper, folders, random scraps of paper, bar napkins and the backs of envelopes are not an uncommon sight on my desk. For me, when the thought or idea hits I reach for whatever is around to get it down on paper before it flies away!

The takeaway is that I realize that I save stuff, so I’m always trying to weed through and see what I can save and what I can throw away, which leads me to what I found written on a the back of an unopened envelope this past weekend. It simply said:

How do you measure success?

It’s weird but when I wrote it down it didn’t have the same impact as it did at that moment. Maybe it’s the timing of words. The moment has to be right for them to have the greatest effect. Regardless, they were powerful words, if not a powerful question.

I immediately sat down and just started to noodle on it. Maybe it should be your success? How are you measuring your success? My success? Some might tell you that success is relative. And it is. As singer songwriter Paul Simon once sang, “One Man’s Ceiling Is Another Man’s Floor.” We all can measure success either incrementally or micro-incrementally. The point being that we can measure it no matter how large or how small.

We can call them baby steps. We can call it growth, maturity, experience, whatever. The bottom line is that we can associate success with the smallest of things or the largest. All you have to do is “define” it. Define your success and define it in terms that make sense. I think sometimes we believe that we have failed because we have not succeeded. Perhaps it’s because we failed at looking at success in the right way?

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Noted scholar and teacher, W. Edwards Deming, is incorrectly attributed to a quote that gets used each and every day. It’s as follows: “You can’t manage what you can’t measure.” Most people have the quote wrong and yet it continues to be an extremely popular saying. In its present form, it fits for the sake of this discussion. However, what Dr. Deming really said was that one of the seven deadly diseases of western management is “Running a company on visible figures alone.” This makes complete sense and yet runs counter to the quote, but is a perfect segue’ into how we all measure success in digital and social marketing.

I read Dr. Deming’s “real” quote to say that you need to trust your gut and trust your instincts. In other words, know that though the numbers may say that you have a “successful” company, if everyone is miserable and everyone hates you? Is that success? Is that a visible figure?

For a lot of large companies and even the small ones, it’s all about measuring the impact of their efforts, right? Whether it is sales, leads, deals closed, online orders or prospects identified etc., companies can’t really keep the lights on without this type of quantifiable data. Some will call this ROI and still others will simply break down these efforts as, “Here’s the money coming in, here’s the money going out and here are the expenses.”

However, the bottom line is that in business or in life, what we all do, whether we realize it or not, is we measure the outcomes. Maybe not so much in an analytical way but we do measure our daily outcomes. Was it fun? Did we lose? Was it worth it? Did you have a bad experience? Did they like you? Was it your fault? Did you win? Did you buy it? Did you get the promotion? Lose your job? Did you diet? How was your workout? Are these successes? Sure they are!

Yes, like it or not, it would seem that we do measure all of our engagements and experiences. Things that we manage it would seem, Dr. Deming notwithstanding, can be measured. We are indeed, measuring our success.
But maybe we’re missing the big picture? Maybe, just maybe, we’re getting the definition of success wrong? Or maybe we’re just not defining it properly? Perhaps if we realign our definition of success, we can achieve more?

Two questions that I always ask of every friend or client who either wants to get themselves or their company in to the digital game, whether it’s social media, mobile marketing, web design, search engine optimization or otherwise:

What do you want to do and why do you want to do it?

Be clear on those 2 objectives and then be clear on how you’re going to measure your success. Little wins are just as important as the big ones!

Should Everything be Free Online?

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Chances are, you have given away more than you have charged for…

For a lot of people, what they expect and get from their digital experiences isn’t even close to being reality. Want a few easy examples? OK.

  • One of the most prevalent business models in the online world is to build a product or service and then give it away for free.
  • Another prevalent business model in the online world is to build a product or service, give it away for free while trying to make money on people buying “other” things while in your store.
  • Consumers look for alternatives when they realize that they have to pay to access content online.

Could you imagine someone setting up shop in your neighborhood and giving away a product or service in their store for free forever?

Somewhere along the way, someone got the notion that “value” should be given away for free.

I’m not sure how or why it began like this, actually I have an idea, but the truth is, social media has not helped temper the consumer expectation that the majority of all things on the web should be free.  It’s actually been gasoline on an open flame. Does Facebook, Twitter, Linkedin, Youtube, Tumblr, WordPress, Posterous, Typepad, Flickr and Evernote amongst others, charge to use their platforms at an entry level? No.

Look, I like free just as much as the next person but so much is being given away online that it’s diluting the need for and the value of products and services that consumers actually need and should have to pay for. Thus, consumers have been trained or conditioned to think that they can find an equivalent for free.

Which sadly, is usually the case.

This in turn means that web entities are constantly fighting an uphill battle for proving their legitimacy, their meaning and their value.  But where we as marketers, as media and as consumers come up short, is that we have professed so much about how open the web is and how anything is possible and how you can find anything, anywhere…to an extent that we keep wounding the golden goose and we keep bending and altering our digital expectations.

There’s a simple solution.

We have to level set expectations up front.

Not too long ago there was a book out titled Bounce by Matthew Syed, in it, the author contends that most of us are amazed at and marvel at athletic achievement at the elite level, but what we don’t know or see, is how hard great athletes at that level, work at their craft to become, ”great.” We just think it’s their natural ability coming through and that’s what propelled them to the top.

The same holds true for a lot of people and companies in tech. We want to solve problems, we want to make life easier, we want to show how beautiful and easy something might be to create, or we want to share information that can make our lives easier. But what do we do?  A very poor job of intimating how hard it might take, how long it might have taken, and the money and resources required to just get in a position to be successful online.

And then, at the end of the day we punt, and are conditioned to think that the clearest path to success is to give it away for free. We’ll set up a pricing model later… Look, digital is not free, somewhere somebody is getting paid because of your current web experience.

We need to level set expectations up front not after the fact.  Value what you do.

The Conundrum of Content-What is your Content Strategy?

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I’ve been somewhat neglecting the blog over the last few months but I have a good excuse er… reason.  Others are getting my good content.  Or maybe I should just say they are getting my content, whether it’s good or not, well that’s in the eyes of the reader now isn’t it?

Being a content producer is brutal, it’s hard and it never ends.  And yea,  it sometimes it sucks.  Why?  Because content, in and of itself, is constantly being redefined and producing it is constantly a challenge.   Content for the consumer, is like Crack, the more one gets, the more one wants.  Good content keeps raising the bar for all content producers.  Why?  Because we all have to strive and push out something that will a) trump what was pushed out before, b) be consumed on a large scale and c) in a sense, hopefully will go viral.  Let’s use an Olympic analogy.  Once you score a 10, you’re expected to score another one.  When you don’t, we maybe wait and see if you can repeat and when you don’t, we maybe ask why and then, we look elsewhere.

The flip side? Like Crack, a users expectations are raised.  The tolerance levels rise. The need for more and better increase.  No longer is average content acceptable.  What make’s this further frustrating is that, as the producer of content, you no longer can control the quality.  It’s no longer up to you. You might think it’s good, but it’s really not up to you.  It’s up to them.

Thus,  just like the old adage or statement that “we’re going to create a viral video” is equal parts foolish and unattainable, thinking your next piece of content is going to rock them, well, it’s out of your control.

At the end of every business day on the web, the bottom line is that content churns the machine.  It’s what keeps companies and organizations in the public eye.  Sometimes though,  the content that keeps you in the public eye, isn’t produced by you, and isn’t necessarily how you wanted to be in the public eye.  That’s the dark side. Content is everyone’s friend and everyone’s enemy.  Why? Because  good content isn’t always about the positive.  Content, the good stuff, the reason why we fire up the computer every day, can be all about the bad stuff.

And…content is not abating, it’s not subsiding, and  it’s not morphing into something we can control, not even close and not any time soon. It’s not like there’s this rhythmic beat to the content that’s created and the content that is consumed.  Why? Pretty soon, (in  less than five years) everyone will have a smart phone AND a tablet device.  The desktop as we know it, will be dead soon.  Which means what?

Multiply the ability to consume what is created times two or maybe three.  As device proliferation increases, so does demand for sites, apps, content curators and content creators.  Like rabbits and mice, demand and creation will explode exponentially.

So I’m telling you right now, creating, collecting and curating content is damn hard. Additionally, just because you have resources and access to Google or Bing or Yahoo or whatever, it doesn’t mean that you know what will work for your company or a company when it comes to compelling content that will drive eyeballs and sales.  You can test, but at the end of the day, you have to ask yourself, if you sell soap for example-What content are you going to create that is going to increase the sales of soap?

Here are a few questions you need to ask:

  1. Can the intern help you with good content?  Initially, probably not.  But if you can nurture them into the position of “content beast,” that would be great but it takes time.  This of course would mean that you understand what works and what doesn’t.
  2. Can’t we just automate the process? So that means you’re just going to pull in everyone’s RSS feeds? Or does that mean you’re just going to scrape good content from others? Either choice is not a good one.  Though I’m a proponent of supplementing one’s own content with perhaps a national feed, it’s not a good idea to push the content of others.  Why? Well, where’s the value? Where’s the reason to come back every day?
  3. How well do you know what your customers want? Why? It takes knowledge and an understanding of your customers, what your customers search for and why exactly, are they your customers in the first place.  Once you conquer that, then you start to understand the difference between search and intent.
  4. Does it matter if your brick and mortar customers are online? It certainly helps.  Remember, that the first entry point for most people is not through the browser bar but generally through search and invariably through Google-which then heightens three things: one, is the quality of your content, two is the quality of your SEO and three is  your “socialness.”  Invariably though, your customers may start online before they walk in the door.
  5. Does it matter that your customers are social? It helps but what do you think?  If your customers are social that might mean they are digitally savvy and digitally demanding.  Don’t deliver and suffer the consequences.
  6. What will it take to create and curate compelling content? In a nutshell, you have to test what works and what doesn’t.  This is where a solid analytics package comes into play.  You have to know what drives traffic and what get’s clicked on and what doesn’t.
  7. Can we outsource it?  You can but you risk putting what you’ve known and what you’ve built into someone’s hands who doesn’t really know you, your product or your customers.  You may get lucky and find someone who plays in the same space but it takes some vetting to find that company or person.

So what’t the over-arching theme or point here?  As we hurdle towards 2013 and beyond, the proliferation of devices and platforms means that consumers are going to continue to demand content that “fits” them.  As well, that content not only needs to fit their niches and demands but it also needs to be accessed at anytime and anywhere. If it doesn’t, they are gone.  Which means, if you’re not delivering the optimum digital experience, then you lose.  It will start and end with the content you create and curate every day and every night.  If you don’t get it right, chances are that your competition will.

Internal Social Networks Versus Social Networks-Where Should You Spend Your Time?

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The tug-o-war for your time when you participate on multiple social networks can be difficult. Who get’s it and who doesn’t?  Who get’s the honor of your participation can also affect your impact because THAT will be where you spend the bulk of your time. Where should you spend your time? On the networks that matter to you or on the networks where you HAVE to participate?

Does it matter if you create content or if you lurk?  It might, though either exercise require an investment of your time. The fact is, the more networks you’re in, the more likely that your content is going to suck in some of them. It’s the law of averages. You’re going to devote more time and effort to the networks that matter. For those that are of less importance, the content you create, should you even bother, will be diluted. So does the internal corporate network win then?

It Depends

You see,time, your precious time, is the primary commodity here regardless of where you spend the bulk of it and what you specifically do with it. The less time you have, the more likely you are to mail in your participation in networks that matter less. Your day is already full and now companies want you to participate in and contribute to these new growing internal networks. But what about your Facebook page, Twitter account and your blog?

If you are part of the 70%  who just read and watch stuff, though your time is still sacrificed, it won’t really move the needle on the quality of your limited contact with others in any network. So who get’s it? The benefit of your quality time that is. For those that are part of  internal corporate networks, it can be an issue. There might be the sense of obligation to participate. Even though the reality might be that you’re just going through the motions of participation, because it’s… work stuff. It really depends on what type of social media consumer or influencer you want to be, how you want to move the needle and who wins in the competition for your attention and time.

It almost seems like in the end, it’s a push and no one’s get the benefit of the best of what you might have to offer.

Can monkey’s tell stories?

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How important is content to marketing professionals? Back in October, Coca-Cola’s Jonathan Mildenhall,   The VP of Global Advertising Strategy and Creative Excellence, was speaking at the Guardian Changing Advertising Summit when he stated:

“All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core.”

Fat and fertile ideas.  The company’s Content 2020 advertising strategy is to “move from creative excellence to content excellence”.

About 4 months ago I was talking with a colleague of mine who was told in so many words by a client that, “content and or the creation of content can be done by a monkey”. Ouch.  He essentially was dismissing the value of creating content and saying that it can be done by anyone-even a monkey.

If Coke, one of the great purveyors of creative excellence thinks that content will be the centerpiece of their marketing strategy going forward, where does that put the status of the monkey?

Maybe the better question for that client is, Really? You really think that?

The Soft Metric of Good Content and it’s Impact on the Digital Footprint

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Last week I asked via Twitter what the shelf life of a blog post was. I got some interesting answers. The essence was that there is no shelf life-they last forever.

In marketing, digital marketing, email marketing, and social media marketing our success needs to be measured by both hard and soft metrics. Often times we are urged or encouraged to fail fast and fail often because that’s the best way to learn and the secret to digital marketing success. Yet, most marketers might be pressuring themselves in to measuring success by measuring hard metrics when there are plenty of soft metrics to measure success by.

When we create hard and soft metrics, let’s make sure that we are measuring realistically what is possible long term from our initiatives. Let’s make sure that we can add an element of longevity to digital content that extends beyond the lifespan of the campaign. Let’s make sure we can measure what can be measured.

Let’s define the time frame of when we plan on measuring, and then add a soft metric component to that time frame so as to extend out that campaign. One of the great soft metrics of content marketing is that it is tough to measure it’s long term effect on your business or company. Soft metrics could be measured in so many ways beyond the lifespan of a “campaign” if we set them up to be.

Thus, it is really difficult to sit here and say that certain digital campaigns are out and out failures. Don’t get me wrong, out and out digital #Fails do exist and do have long term implications on positive brand perception-it’s why reputation management is now a service offering.

I’m talking about those campaign that look like they just didn’t work. Look, I’m cool with  reading and or writing about how failure is part of the deal and that some people think that in order to succeed you have to embrace failure! I just don’t want to wrap my digital strategies around short term expectations of success or failure. It’s kind of like preparing your teams for losing, or accepting losing and not looking at the bigger picture, when that big picture could be next year or the year after, or saying that because you didn’t score in a basketball game, that you failed.

Marketers want to succeed, and yes some initiatives will not always hit the mark, and yes they will learn from them. But let’s expand the lens and look at the landscape of digital marketing and understand that the digital footprint can last longer than the lifespan of the marketing campaign.

Let’s not revel or bask in digital marketing  failure when we haven’t defined success or failure in both long terms and short terms. The soft metric of good content means that it may be around long after you have left your current company.

Does Good Content Matter Anymore?

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We’re content starved. The emergence of tablets and mobile devices has only enhanced our desire to consume digital content. There’s a problem though. When content producers cannot meet the demands of a ravenous public, things can get ugly and the public walks-digitally speaking.

Actually, things already are ugly. Specifically, the dearth of original compelling content in the digital space has caused us to consume subpar content wrapped around good SEO. Don’t you just hate when you click on a compelling search result only to be met with 100 words of link laden dreck? That’s been the case for quite some time now, and only recently has it become clearly evident that what seems to work for most producers of content when they don’t have anything to “share” with others, is to just steal, plagiarize or reproduce someone else’s stuff; and wrap that around good SEO.

Good content is getting lost in the firehose of bad content

But there is a simple reason why they (marketers in general) have this burning desire to push out as much digital content as they can-whether it’s theirs or not. There’s an ulterior motive happening here.  These folks are trying to appease the almighty search engines. Specifically Google, but Bing and Yahoo and all the other 2nd tier engines  figure in as well. Organic search in a nutshell.

Most producers of content are in the business of driving traffic. Traffic equates to advertising which equates to dollars.  You can buy traffic, but short of spending in the 6 figures to create artificial traffic, the only real way you’re going to get organic visits to your sites is to write content and share content that has all of the “right” SEO properties so as to come up high in search. Screw the readers. Forget good content, the goal now is “searchable”, SEO friendly content.

Content producers are unknowingly deferring to search engines instead of people

Does this mean that there are still sites out there pushing fresh, relevant, content that is meant for people to consume, view and share? Perhaps, but it’s a short list. You can look to CNN, USAToday, The New York Times, Techcrunch, Mashable, and MSNBC for examples of purveyors of quality content except that they can be just as guilty of the keyword laden salacious topic and title that is sure to drive readers, shares, comments and traffic.

As the tablet and smart phone markets continue to expand, so will the amount of water downed re-used content. Thus, we need to get back to a time when content mattered, when good content mattered. I’m not so sure we can as long as we’re still trying to figure out who we’re supposed to be creating content for. Is it people or search engines?