3 ways to build trust and generate leads with scientific content

Michael Wood
By Michael Wood

In our latest eBook, our sector experts have been sharing all their tips and tricks on maximizing scientific content in your marketing strategy. 

Packed with practical tips, actionable insights, and real-world examples, Unlocking the power of scientific content in your marketing strategy covers everything you need to know about creating high-quality scientific content that engages and informs your audience. 

Scientific content can be a valuable pillar of your marketing strategy

Specialist content is unique in its ability to communicate complex information to specific audiences, providing them with a deep understanding of your products, services, or technical solutions. 

Rooted in your audience’s new-found awareness and understanding of your services, trust is built with potential leads, and current client relationships are strengthened. This is due to your established positioning as sector experts with knowledge that differentiates you from your competitors.

The effective use of scientific content will act to engage and, ultimately, persuade target audiences to embrace a partnership with your brand.  

How many types of content formats can I utilize?

Part 1 of our blog series – Scientific content and where it fits in the marketing funnel – looked at scientific content in relation to the marketing funnel, and this week we’re going to look at some of the types of content you can deploy together with some top tips. 

Case studies 

Case studies are a useful content tool. Their purpose is to provide a third-party endorsement of your technical expertise and act as a way of boosting credibility. 

You can feature these assets in your marketing mix through your website, within marketing collateral, and as sales enablement tools. 

Our top tips: 

  • Ensure your structure is consistent to cover the relevant points
  • Highlight technical details; your audience wants to understand how you tackled the situation
  • While it’s key to demonstrate technical expertise, remember to use engaging and accessible language that will appeal to a range of knowledge levels
  • Utilize data like statistics and customer quotes to reinforce your messages and add authenticity
  • Focus on results – how and where did you add value/differentiate from competitors and support commercial goals

Web copy 

Your website is the hub of digital comms with the sole goal of engaging your audience and positioning your company as the partner they need. 

Your content needs to be clear, concise, and engaging with a solid foundation built around keyword research. 

Our top tips: 

  • Ensure you have a stable brand foundation before writing content by conducting thorough keyword research  
  • Prioritize your brand proposition and messaging as the overarching focus
  • Simplify text to suit the audience by utilizing familiar terms and organizing content logically
  • Introduce in-copy links whenever possible to enhance user navigation


Whitepapers are typically the heavyweight of scientific marketing. As a format, they offer marketers more space to delve into complex content and showcase deep expert knowledge. 

This format is key to attracting client partnerships by establishing trust with your audience.

Our top tips: 

  • Content must be engaging and informative with exclusive insight, or you could risk damaging your brand perception 
  • Showcase data through evidence-based arguments supported by research
  • Language should be clear, concise, and easy to understand

To discover the full list of content types and their benefits, as well as more actionable insights from our content experts, download your copy of our eBook!

Whether you’re a marketer, scientist, or healthcare professional, this eBook is a must-read for anyone who wants to leverage the power of scientific content to achieve their marketing goals.

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