Creating valuable marketing and thought leadership content for the sciences takes insight, skill, and an understanding of the audience you’re trying to reach. Part of that last step is using different formats and communication strategies to reach the different segments of your audience.

Here are three strategies to consider to achieve maximum reach.

Use Visuals

Visuals can be a great icebreaker for readers of complex subject matter like the sciences. For example, you can create an infographic to drive interest in a white paper or article. Here are just a few ideas for infographic content (I’m sure you’ll come up with others):

  • Graphs of different datasets
  • Challenge/solution layout
  • Trends in the topic or industry

Include a link to the full content document (or its gated webpage) in each visual. This strategy can be effective for new content and also for the relaunch of existing content.

Cross-reference Content

Include links in your content to related content (and vice versa), whether it be new or existing content on either end. For example, a new blog post about a recent development can include a link to an existing article on the topic.

This not only gets eyes on both pieces of content, it also tells search engines that the pieces are related, which can drive even more people to both items.

Combine Related Content

When you have a substantial amount of content on a particular topic, combine it into an ebook or a similar compilation format. This offers your audience a simple way to obtain a broad perspective on the topic, one they can keep as a handy reference tool.

And, of course, you should create an infographic or two to get the word out about your ebook!