Effective leadership marketing tools for disseminating valuable information
Your biomedical nonprofit is probably already sharing research, studies and educational information via your website, eNewsletters or online sites like LinkedIn. These are all great ways to reach your audience. But, how can you create content that encourages more social sharing?
Here are 2 highly effective Leadership Marketing tools that will get people clicking:
It doesn’t matter whether you are targeting other scientists and researchers or the general public. People have a natural desire to learn, and a White Paper is a great way to share educational content. The best White Papers help people make decisions or provide insight into a topic that is regularly debated. White Papers are a powerful Leadership Marketing tool because they position your brand as an expert that can sift through information and provide a focused, insightful takeaway. Depending on the topics you choose, your biomedical nonprofit can use White Papers to generate leads, build industry alliances or even to drive donorship. It is easy to share White Papers both online or off. Consider offering a White Paper as an incentive to join your mailing list or as a bonus for joining one of your online communities.
Tip: White Papers don’t have to be boring! Focus on how the topic might impact your reader, and be sure you are solving a problem for them (i.e. Providing a new perspective on old research or sharing healthcare challenges and offering solutions.) Dress up a dry-looking layout with inspirational quotes or graphics to keep it interesting. If you’re presenting your White Paper online, add interesting links or find clever ways to make it more interactive.
People respond to platforms that simplify complex topics, and Infographics are one of the most effective tools for doing this. Infographics are exactly what they sound like: graphic depictions of data or multi-faceted topics. Infographics are a great Leadership Marketing tool because they allow you to share facts in a quick, organized, easily digestible way. Plus, they allow you to serve up information in a certain order that leads your audience to draw specific conclusions.
This Infographic created by the Novartis Institutes for BioMedical Research is a great example of how an institution can simplify the real-world impact of its work: http://www.novartis.com/stories/medicines/2014-02-rare-disease-infographic.shtml
Biomedical nonprofits that need to convince donors of the importance of their research might think about sending a similar Infographic in an eNewsletter or posting one to Pinterest to encourage social sharing. Whatever form it takes, be sure your Infographic leads the viewer back to your website.
Note: Infographics don’t have to be static. You can easily create and post animated Infographics on a community platform called Visual.ly (http://visual.ly/).