It is a valid question and one we will answer honestly in the following article to help you make an informed decision about our content writing services.
There are millions of scientific content items online. For marketing professionals working in science, it is a constant challenge to generate technical content for the web.
- How do you distill technical content down for the web?
- How do you present this to an online audience?
- How technical should it be?
These are just some of the questions we get asked daily by our customers.
So, why would you trust us to write your online content?
Here are 5 good reasons we would like to share with you.
Reason 1. Our CEO and founder is a materials scientist.
Having worked in the Advanced Ceramics industry for over a decade in the 90’s, founder, Dr. Ian Birkby recognized that engineers, designers and scientists often required educating in the potential uses and applications of Advanced Materials before they could utilize them in their products and processes.
This recognition of market demand and the emerging power of the internet led to the launch of our first site, AZoM.com – The A to Z of Materials in 2000.
Although the business has grown significantly to include a range of science, technology, medical and life science platforms, it has always stayed true to its principal aim:
We love telling science, technology and medical stories to people who can make a difference. Everything else follows from that.
Today we tell these stories across all digital platforms to a monthly addressable audience in excess of 5 million unique individuals.
Reason 2. We have been successfully writing about science online for 19 years.
Since AZoM.com was launched in 2000, we have introduced nine other subject-specific science content websites. The current websites include.
Collectively, these ten websites contain over 400,000 content items including application notes, featured articles, interviews with key opinion leaders, product descriptions, video content, scientific news and much more.
Our dedication to providing quality content has resulted in over 85 million annual unique visitors. The level of traffic we receive gives us a unique insight into what content resonates with different individuals across the spectrum of science and engineering.
Reason 3. We work with quality scientific writers.
As well as our inhouse writing capabilities, we also work closely with over 90 feature writers, all with scientific qualifications and backgrounds.
Figure 1: Sample of AZoNetwork writing team.
The writing team conducts topic research and delivers exceptionally high-quality content for our clients and website visitors. Not only are they great writers with years of experience, but they also participate in peer reviews to ensure a consistent level of high-quality content.
Figure 2: Content examples from across the AZoNetwork
The process is simple. We complete a briefing process whereby we work with you as the client to fill out a straightforward content creation brief.
The content brief is then used by one of our writers to deliver the final piece. As the client, you have complete control over the brief and the details you wish to provide.
Finally, the resulting content goes through several layers of internal quality checking and proofreading.
Reason 4. We understand what it takes to present scientific content online.
The digital landscape has changed dramatically since 2000, and it is now more important than ever before to be visible online as a business.
AZoInsight: In a recent survey we conducted with B2B professionals in science, engineering, and healthcare markets about their most recent scientific purchase, we found that 76% said online publications influenced their decision to buy.
Online content marketing is a part of that online eco-system and has been the bedrock of many successful marketing campaigns since the term was first dubbed.
Video Testimonial from AZoNetwork on Vimeo.
Digital marketing for science is what we do. Through our circle of success framework, we create, distribute and analyze content marketing campaigns for many world-leading science companies.
When setting out a content plan with our clients, we always consider the following points:
Application content is valuable content
An application note allows your target customer to visualize and understand how your offering can solve their issue. It doesn’t matter if you have a niche solution for an application or a modular solution addressing many problems within a specific industry or sector. Talking about the application and providing insights into how it solved the issue is key to answering the initial questions your target customer has asked.
Know your audience
We have written content geared towards lab scientists, researchers, engineers, scrapyard engineers, to name a few. People searching online are ultimately looking for an answer to a question. Understanding this simple concept will make it easier to create content that speaks directly to your target audience. For example, a lab scientist may appreciate research-based application content to help advance their area of study. Whereas an automotive engineer looking to analyze clutch failures may prefer application and case study style content.
Optimizing your keywords
On average, a person will conduct 12 searches before engaging with your brand. Using the language your target customer would use is key. No one is searching for a specific product number or name unless they know exactly what they need. These people have already done their research and are ready to buy. The purpose of content marketing is to educate more people in your target audience further up the funnel and in turn, increase the chance of a conversion. The keywords you use play a big role in this process.
Reason 5. We can prove it works.
Content marketing does not stop at creating a beautiful piece of content. Any truly successful content marketing can be demonstrated using analytics. In 2015 we introduced our proprietary analytics platform, AZoIntel.
AZoIntel gives you insight into the customer journey; empowering you to understand more about the behavior and characteristics of your customers throughout the buying process.
AZoIntel shows you which website content your visitors are looking at, how they got there and what they did next.
Also, view macro-data such as industry sectors, demographics, devices and much more.
- Measure the effectiveness of your campaigns
- Track lead generation and engagement
- View top-performing content
So, there you have it. If you are a marketing professional working within a scientific industry facing the same challenges, then we would love the opportunity to chat.
If you're still not convinced, please read what our clients have to say about us.
If you want to learn more about the world of marketing science, check out our blog page for a range of great topics.
