In other words, one is not exempt from engaging in digital marketing simply because one is a scientists. Proper content creation and science branding, in fact, can lead to funding your research in the form of grants (the more people see that you have a presence on the web, the more likely they are to finance your work).
However, not all content creation is created equally. In fact, there are many mistakes that scientists make when creating digital content. Here, then, are some of the most common mistakes that scientists make when creating digital content...and how to combat these mistakes:
- You're promoting short-term benefit over long-term gain. While, in general, the point of content creation is to promote just that (i.e., instant gratification), the scientific world doesn't work that way. In fact, research is almost 100% dependent on a long-term strategy. You need to work your content in such a way that people remain interested in the short-term (i.e., taking photos of your research assistant in the middle of some important research) while also emphasizing the long-term nature of the research you're conducting.
- You're too technical. For lack of a better way of putting it, the average mind cannot comprehend the complexities of scientific research. You have to put whatever it is you're doing in such a way that EVERYONE can understand you.
- You're also too memorable. On the flip side of the coin, of course, is the issue that the average scientist will be turned off by the "pop culture" nature of the content you're presenting to the general public. You have to create content that's specifically tailored to the average scientist, while also being appealing enough to the average consumer.