How to repurpose existing content for your life science content marketing strategy

27 July 2016| by Helen Stewart-Miller


Life science content marketing can seem like an overwhelming prospect, especially when it involves churning out new and engaging content.

But it doesn’t need to be daunting – even for companies producing technical content and targeting sophisticated audiences like scientific researchers, healthcare professionals (physicians, hospital technicians, etc.) and bioprocessing/manufacturing specialists – all you need is a clearly defined strategy that involves repurposing your existing content.

Understanding your target audiences, their challenges and what they want to hear is one of the most important factors in content marketing. But spending valuable resources on new scientific content creation can be a tough pill to swallow, especially if you already have a bank of engaging, useful content at your disposal. So how do you know if existing content is usable, and how do you turn it into an effective marketing piece for your life science company?

Here are some helpful tips:

Re-use your best-performing blogs

If you already have a fine-tuned life science content marketing strategy in place, why not make the most of older blogs that your readers clearly loved based on performance metrics? These blogs can be updated, re-worked or turned into slideshares and infographics depending on your target audience. Just make sure they’re consistent with the latest findings and developments in their respective areas.

Get more out of your oral presentations

Ever wondered how much valuable content is in your oral presentations? The answer, more often than not, is plenty. By incorporating their great content into your life science content marketing allows you to get the most out of your presentations’ great content. Turning your public speaking presentations into different types of content is a great repurposing strategy. For instance, you could create a Slideshare, hold a webinar with the same talk, or turn each section into a blog within a wider blog series covering the entire topic.

Tap into existing marketing and sales content

Marketing and sales content like brochures, event pamphlets and flyers, training manuals and everything you have online can easily and effectively be repurposed into blogs or visual content for your life science content marketing strategy. Just be sure to adapt the messaging and tone to target your audience. As an added bonus, this repurposed content can also form an important part of your lead nurturing campaigns.

Educational content is highly versatile

Life science companies often offer products and services that are more complicated, technical and involved than your usual offerings. With this in mind, training manuals and introductory content can be turned into engaging how-to blogs or infographics and re-shared.

Your company culture is a content marketing goldmine

In our last blog we talked about how important it is for life science companies to humanise themselves through their marketing efforts. One way to do this is by repurposing existing content that communicates your company culture. Internal communications and experiences can be turned into fun, engaging and unique blog posts that resonate with your readers whilst bring out your company’s personality.

Repurposing content is a great way to flesh out your marketing strategy and make it more efficient. But even if you have a lot of existing content, the value of unique, raw content shouldn’t be forgotten – especially when it comes to life science industries that see developments on a near daily basis. Download our Life Science Content Marketing Guide below to find out more.

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