Marketing with an enticement, not a mallet : content marketing strategies for startups in biotech

Competing against the industry Goliaths that dominate the health and biotech industries can seem like an impossible task for a company in its infancy. Fortunately, small businesses and startups can build a competitive edge by combining innovation with an organized content marketing campaign. Small business owners simply need to be aware of the key challenges they face and combat those challenges through a strategic content marketing campaign aimed at health and biotech customers.

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Identifying Key Challenges for Startups in the Biotech and Health Arenas

Breaking into the biotech or healthcare industry requires a small business owner to recognize the barriers they face as a small fish in an ocean of large sharks. Not surprisingly, many of these challenges related to difficulties earning the trust of prospective customers:

• Establishing trust among customers who are unfamiliar with your brand

• Demonstrating your commitment to product quality

• Figuring out how to bring energy to cold, lifeless products such as pills and technology

• Breaking down complicated product properties into successful selling points

Content Marketing Strategies for Health and Biotech Startups

Fortunately for small business owners, content marketing has the power to enable your business to thrive in spite of its small size and limited resources.

The key is to use content marketing to humanize your business and earn customer trust.

Give a face to your company

Let’s face it – health and biotech products are cold, complicated, and lifeless without the people who design them and sell them. Your ‘About Us’ page is often one of the first pages customers will visit when they arrive at your site. This is often because customers instinctively want to feel comfortable and safe with their biotech provider. Follow these steps to help build trust among new customers: