Alright, biotech incubators and accelerators—let’s talk about content marketing! I know, content may not be top of mind when you’re busy managing labs, coordinating pitch events, and guiding startups through critical milestones. But here’s the thing: in today’s digital world, if you’re not showing up online, you’re simply not showing up at all. And with startups, investors, and mentors all viewing you as a valuable resource, a solid content strategy isn’t just “nice to have”—it’s a must.
The good news? Building a strong content foundation is more achievable than you might think. Whether you’re a medtech-focused accelerator or a university-affiliated incubator, these tips can help you connect with the right people, amplify your events, and ensure your value shines through.
1. Start with Storytelling
Biotech can feel a bit… technical. But here’s a secret: stories stick. Start by sharing the journeys of your startups—their nerve-wracking early days, the challenges they’ve faced, and their triumphant milestones. Highlight your investors, mentors, and the invaluable team members making it all happen. These narratives turn you from “just another accelerator” into a place where real innovation happens, where real people connect, and where the next-gen startup founder or savvy investor wants to be.
Why it matters: Storytelling creates a connection. When people feel engaged with your story, they’ll remember you—and keep coming back for more.
2. Define Your Audience(s)
A one-size-fits-all content strategy doesn’t work when you’re managing such a diverse audience. Let’s break it down:
- Startups: They’re looking for lab space, funding access, and connections. Content for them should highlight your program’s unique resources and the community they’ll join.
- Investors: They want to know your program is cultivating the next big thing. Share stories of startup successes, partnerships, and how your program builds companies that are investment-ready.
- Mentors and Partners: These are people looking to engage with startups aligned with their expertise. Tailor content that showcases your program’s focus areas and the industry impact of your portfolio.
Each group has its own needs, so create content that speaks directly to each of your stakeholders.
3. Prioritize Educational Content
Sharing knowledge is a great way to add value for your audience and solidify your position as a thought leader. Educational content positions your organization as a trusted resource, whether it’s a guide on navigating FDA regulations, a Lunch & Learn with regulatory experts, or a webinar on biotech trends.
Examples that resonate: A video series on “Top Funding Mistakes for Startups” or a blog about “Preparing for Clinical Trials” can engage startups, investors, and mentors alike.
4. Amplify Events as Part of Your Content Ecosystem
Events are a cornerstone for engagement and they fit seamlessly into a content strategy. But don’t treat events as one-offs! Make them part of your ongoing narrative by creating content that supports each phase of your event.
- Before the Event: Announce early, build buzz, and let everyone know what they can expect. Roll out save-the-date posts, highlight key speakers, and post sneak peeks of event topics.
- During the Event: Use social media to share real-time moments. Post photos, snippets from talks, and quotes from speakers. Tag everyone involved to widen your reach and give those who couldn’t attend a taste of the experience.
- After the Event: Write a recap blog post, share key takeaways, and highlight standout moments. These posts serve double duty: they keep your event’s impact going and provide engaging content for anyone who missed it.
Why it matters: Events can be rich sources of content for months to come, so make sure you’re maximizing their potential.
5. Create a User-Friendly Website backed with SEO strategies
You don’t need to be an SEO wizard to benefit from a few optimizations. Think about the keywords your audience is searching for—like “biotech funding,” “medtech accelerator,” or “find lab space for startups.” By incorporating these phrases into your website and blog content, you’ll make it easier for potential applicants and investors to find you.
Make sure people can access and explore your current applications and programs.
If startups can’t easily figure out how to apply to your program, they might just give up. Ensure your website has clear, visible links to application pages, deadlines, and FAQs. Consider creating a “How to Apply” page and add testimonials from past cohorts to make the process feel welcoming.
Pro tip: Try a short video (or an info session during the application period!) that walks applicants through the application process. This can demystify the process and give potential applicants a friendly introduction to your program.
6. Engage on Social Media—But Keep It Real
In biotech, it’s easy to default to the formal side. But social media is your space to bring in personality. Highlight the wins, show behind-the-scenes moments, and keep it conversational. When your audience sees real people doing real work, your brand feels approachable, which is essential for startups early in their journey.
Pro tip: Use video! A quick lab tour, an introduction to your team, or even a short chat with a founder can humanize your program and make it more memorable. Just keep it short and sweet.
Need even more proof? Some of our customer’s best-performing LinkedIn content is live event posts that highlight the finalists, what they are working on, and what they hope to accomplish. It’s a great way to showcase the types of innovators our customers attract, and to shine a spotlight on early-stage startups!
7. Email Marketing (Yep, It’s Still Effective)
Email marketing is a fantastic way to keep potential applicants, partners, and funders engaged. A monthly newsletter with program updates, deadlines, and spotlights on your startups is a simple yet effective way to stay connected with your audience.
The proof is in the pudding: We work with Massachusetts incubator M2D2. Email is one of our strongest lead generators, with an average 25% open rate for their biweekly eblasts. For the 2024 $200K Challenge, over 30% of the tickets sold were tied to the focused email content we sent about the event.
8. Emphasize Success Stories and Alumni Wins
Nothing builds confidence like results. When startups see success stories from past cohorts, they’re more likely to see the value of joining your program. Share stories of companies that secured funding, grew their teams, or hit major industry milestones after working with you.
Content idea: A “Where Are They Now?” section on your website, or campaign run on social media, can highlight the achievements of past startups and show applicants the real-world impact your program has. (Check out an example we shared recently for our customer the KMH Center with Babson College.)
Final Thought: Consistency Is Key
Content marketing is a long game. It’s about consistently showing up and building trust with your audience. As the biotech and medtech spaces evolve, make sure your content reflects these changes, so you’re always relevant to those who need you.
Creating (and sharing) content is not a light lift, especially for those working tirelessly to make advancements in healthcare technology and discovery. Our team at StitchDX has extensive experience helping organizations just like yours develop meaningful content, capture (and share) successful events and run engaging campaigns through email and social media.
We’re ready to help – reach out today to learn how we can help your team thrive.