A well-crafted B2B white paper will showcase your company's thought leadership without giving a hint of being a sale pitch – which, of course, is what it (discreetly) is. Success, however, hinges on crafting a document that’s so impeccably persuasive, polished and professional that your reader’s oblivious to your underlying marketing genius and has no idea that it's a thinly veiled gateway to your sales funnel.
Read MoreThis article explains the drug discovery and development process; sets out the audiences and external/internal stakeholders involved; lists communications and milestones through to launch and references the compliance responsibilities enshrined by the ABPI code.
Read MoreThis article will provide insights on: The seven essential qualities to look for in a skilled pharma and healthcare copywriter; the pace of change within life sciences and consequent challenges for pharma CMOs, and the role of pharma content marketing for pharmaceutical companies.
Read MoreIn this article, you’ll learn: How copywriters decide their fee ranges; the sales outcomes you can achieve by working with a copywriter; what to weigh up in choosing the right copywriter for your project; how to decide if a copywriter is worth the fees they charge; what to do if you’re not clear on the scope of your copywriting project and how much copywriters typically charge for different copywriting projects.
Read MoreThis boils down to your goals and searcher intent and figuring out the medium-tail and long-tail niche transactional keywords that have 'relevant intent' so will attract the highest volumes of visitors likely to be most interested in your site's offering. On-page SEO is related to the actions you can take within your website to optimise it for search engines and how you structure and plan the content. There are practices to follow to signal to Google the keywords you want a web page to rank for.
Read MoreSearch engine optimization (SEO) can sometimes seem unfathomable. Getting good organic search results is key for getting your website found and ultimately, the success of your brand or company. Here, I'm outlining the top 13 actions you can take to improve your on-site SEO. They're not difficult but they require you to be methodical and conscientious.
Read MoreThe unprecedented speed of change that the coronavirus has provoked makes it impossible to make accurate predictions. The questions are many. But we are already able to come to some conclusions that will impact future planning for pharma and life sciences companies.
Read MoreCOVID-19 has led to a crisis of global proportions. How do you adapt your content marketing to future-proof your business during the pandemic?
Read MoreWhat’s a keyword actually worth to your business? Even if you are chasing a high-traffic term, there may well be one low-competition long-tail keyword that is your ‘sweet spot’.
Read MoreHome page design has become much simpler. That doesn’t mean home pages are easier to write – they’re not. Today you have to distill the essence of your company or brand and quickly communicate who you are and your values, rather than present as much information as you can. Today, you’re much better keeping them focused...
Read MoreAligning your company’s tone of voice is as vital to your brand as your logo. It's the verbal expression of your brand's identity. And an effective brand guide can offer more value than verbal guidelines. It can serve as a motivational tool company-wide.
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