4 Forms of Content Marketing for Researchers

December 08, 2022

4 Forms of Content Marketing for Researchers


Over the past few weeks, we have been discussing the value of content marketing for scientific researchers. Content marketing has the ability to help researchers expand their audience and build topic authority. Scientists are increasingly becoming powerful content marketers that are being recognized by the public as reliable educational sources who share interesting and original data. Researchers who leverage content marketing have demonstrated how building their authority and expanding their audience reach has increased funding opportunities. Content marketing can take a variety of forms from infographics to long-form podcasts. In 2023, researchers should consider using at least 1 of the 4 following content marketing strategies to build their online presence and increase funding opportunities. 


1. Blogs: As mentioned in our last blog, blogs are an effective and low-barrier way to begin content marketing. Business blogging has been shown to increase website views by 55% and can increase traffic by up to 430%. Scientists are in an ideal position to start blogs as they have access to unique data on niche topics. Steve Pinker is a great example of a scientist that has built a large following through his blog.  Looking to start a blog in 2023? Check out our last post which covers 5 steps to starting a scientific research blog


2. Podcasts: Podcasts are growing exponentially in popularity. Since 2020, the total active number of podcasts has grown by 20%. Similar to blogs, podcast listeners are looking for trustworthy and engaging speakers to listen to. Scientists like Lex Fridman and Andrew Huberman have gained immense popularity through podcasting. Podcasts also provide a unique opportunity for long-form collaboration between researchers; scientists can speak with other experts in their field to bring their audiences together and increase exposure. 


3. Infographics: infographics are charts or data that can be utilized to simply convey information. Infographics are a great way for researchers to educate their target audience in a short form, simple format. Not only are infographics easy to understand for viewers but they are highly shareable. Infographics are liked and shared 3x as much as any other form of content on social media. Specifically, infographics are a great tool for breaking down complex scientific research topics. 


4. Video Content: Although video content may require more setup and planning, it has proven to be extremely successful. More than 50% of marketers believe video content has the best ROI. Over the past few years, video content and especially short-form video content has become wildly popular. As a content viewer, video is a very low-effort, easy, and entertaining way to consume educational content. Video content can be as simple as recording a conversation like this.


In 2023, content marketing can play a vital part in improving research funding strategies. Rather than trying to conquer all four forms of content marketing mentioned, researchers should pick one to two forms to focus on that are most attainable and that best match their skillset. While creating these content pieces, researchers should update the content on their website to improve SEO, and they should share across social media channels to increase exposure. 


OpenScholar provides universities and medical centers with an easy-to-use website-building infrastructure that empowers researchers to upload, update, and optimize their content marketing to improve and expand research funding opportunities. 

When you use OpenScholar to show your work, share your work, and collaborate on research, magic happens: science advances and outcomes are accelerated.

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