Why Storytelling should be a crucial part of the content strategy for Life Science businesses
The importance of storytelling for life science businesses today through social media is an essential way to showcase not only the important work that your organisation is undertaking but also to share more about your values, ethics and vision, all of which can help to build credibility. Storytelling adds another dimension to the content you share, conveying a more human-sided and relatable aspect of your business which can boost your chances of attracting and building a more engaged and targeted audience.
Sharing stories has been an effective way of communication for many centuries and content marketing is no different. Stories allow us to process and organise information in an easily digestible manner which can also enhance focus and motivation.
Storytelling is a powerful tool that can be instrumental in shaping public perception as well as building awareness and trust and attracting more of the right audiences for your business.
At the core of every life science business are real stories that share genuine insights about the challenges faced, the purpose, growth, the people, progress and visions of the future.
These stories bring to life the human factor of those working behind the scenes who are driving its success in a more relatable way. They not only capture people’s attention but also help to build awareness and be more memorable.
“Marketing is no longer about the stuff that you make, but about the stories you tell.”
– Seth Godin, author, entrepreneur, marketer, and public speaker
What type of stories should your life science business share through social media?
There are no set rules about what type of stories your business should share; however, they do need to be relevant and in line with your company’s values, mission and purpose.
They should also be in harmony with your business’s content marketing strategy to ensure the stories you share are always crafted with the right audience and intentions in mind.
Storytelling is a great way to create interest and showcase the highlights and also the challenges of your business. The art of storytelling is a far more effective tool to help your audience have a genuine connection where they feel they can understand and appreciate your business’s challenges, goals and achievements in a way that is easy to digest.
We’ve put together some examples of story content ideas that you could use for your business:
- How the business began
- A sneak peek of something you are working on
- A day in the life behind the scenes of the business
- A before and after example of a notable achievement
- Sharing real examples of your company’s positive workplace culture
- An example of how you supported a recent customer to achieve their goals
- A particular challenge that the business faced and how you managed to overcome it
What are the key benefits of storytelling?
Storytelling can bring life and authenticity to your content and messaging. It can take your marketing and social media for your life science business to another level so you can more easily reach the goals that you’re striving for.
Some of the benefits you can find through storytelling done well are:
- It can help to establish thought leadership – you can showcase your expert knowledge and build more trust, respect and confidence with your intended audience.
- It helps to communicate important messages – it can be a very effective way to convey key messages in a more genuine and non-sales manner.
- It helps build a connection with your audience – it can help you to effectively address the pain points that your target audience is experiencing in a way that they can more easily resonate with.
- It helps you to stand out against the competition – it’s a great way to help your business shine and demonstrate more of your brand’s personality as well as showcase what makes your business different.
- It can make your business and brand more memorable – in a busy social media and online landscape, being able to stand out from the crowd and be more memorable is crucial.
In today’s busy online landscape, boosting your business’s visibility can be a challenge and that is why it’s crucial to help your life science business to stand out from the competition. One of the most simple ways to do this effectively is by taking your audience on a journey through storytelling which has the power to engage, influence, teach and inspire.
Key tips to help create compelling stories
Here are four simple tips to bear in mind to help you create more compelling stories:
- Be authentic and relatable to help build trust and connections.
- Show rather than ‘tell’ with real evidence that backs up your story.
- Include visuals like photos, videos, and infographics alongside your stories.
- Stick to one topic per social media post to avoid your messaging getting lost.
Whichever aspects of storytelling you choose to share about your life science business in your content marketing, one of the most important things to consider is consistency and tone of voice to avoid any potential confusion for your audience. It is vitally important to keep this consistent.
An easy way to ensure that your storytelling content always has a clear purpose and hits the right notes with your audience is to start with having a clear goal or call to action first and then work backwards to create the story around this. By doing it this way you can always keep the key message and purpose front of mind and ensure your story and content are effective so the original intention doesn’t get lost along the way.
Having a clear content strategy can help your business get this part of your marketing right so that it speaks directly to your intended audience and addresses any pain points that they may have as well as demonstrating how your business can solve this problem.
If you’d like to find out more about how you can use storytelling to be an effective part of your life science business’s content strategy, get in touch with Social Elements today.
About the Author
Jo is a strategic social media marketing manager and has completed a Facebook Ads for Ecommerce programme and an Ad Manager Academy course. Jo specialises in comprehensive social media marketing strategies, content creation and platform management. Past clients include tech/education startups, digital marketers/ advertisers, property investment and commercial businesses.
