Getting the attention of scientists, engineers, and researchers isn’t easy—especially at the top of the funnel.
These audiences are analytical, busy, and skeptical by nature. They’re not looking to be sold to; they’re looking to solve a problem, validate an idea, or deepen their understanding. That means your awareness-stage content needs to do more than tick the “brand visibility” box. It needs to be relevant, credible, and genuinely useful.
In previous posts, we've explored how customer testimonials are crucial in the later stages of the buying journey (Your Customers’ Words Sell Better Than Yours – Here’s Why), and how mid-funnel content like webinars and email nurture campaigns help internal champions advocate for your solutions (Your Prospects Are Listening – Are You Saying the Right Things?).
Now, let’s focus on what works (and what doesn’t) when creating scientific and technical content to build awareness—the crucial first step in guiding technical audiences through their buying journey.
What Works: Building Awareness the Right Way
Start with Search (and Curiosity)
Technical buyers typically begin their research in search engines, or even chatbots, not on your homepage. They ask questions and expect reliable, trustworthy answers. This means your content needs to be search-optimized and educational.
What kinds of content works well here?
Explainer Articles:
Explainer articles translate complex science into clear, story-driven pieces so engineers and researchers can grasp new materials or processes without wading through jargon. This approachable, educational tone builds trust and boosts organic search for early-stage questions.
How is Nanocellulose Used in Water Purification?
The above article is useful top-of-funnel content because it highlights a big water crisis, explains nanocellulose clearly, cites studies, stays non-salesy, is easy to skim, and links to deeper resources—building trust and guiding curious readers toward more-detailed information.
Application Notes:
Application notes are great pieces of top of funnel content as they convert theory into technical (and social) proof: They let engineers answer the core feasibility question, “will this work in my design?”
The Benefits of Polymer Seals for Aerospace & Energy Applications
The above article grabs the attention of engineers with basic questions, teaching seal fundamentals before product talk, stressing reliability pain points, backing claims with NASA heritage and performance data, showing cross-industry uses, offering skimmable headers and bullets, and closing with a gentle contact prompt—building trust and encouraging next-step engagement.
'What is' and 'Why use' Guides:
When people first encounter a topic, they'll search for a general query: “what is nanocellulose?” or “why use smart sensors in EVs?” Ranking for those broad queries gets your brand in front of the widest audience possible with content that provides succinct, non-technical answers.
Why Smart Sensors Matter in Electric Vehicles (EVs)
This guide does it right: it proves that smart sensors cut fault-detection time and improve HVAC efficiency. It positions the company as an authority and offers some useful next steps.
Thought Leader Interviews:
Interviews with respected scientists or engineers lend third-party credibility and fresh insight, transforming abstract innovation into an authoritative narrative. By spotlighting visionary applications, challenges, and future trends, they stimulate curiosity in early-stage readers and associate the sponsoring brand with technical industry leadership, raising brand awareness in the process.
How Quantum Physics Is Powering Next-Gen Navigation Systems
This piece nails the formula: It opens with the big picture Mission of the QEPNT hub and then lets the Thought Leader explain complex quantum inertial sensing, clarifying the concept in simple terms. Calling out national research programs and upcoming field demos deepens credibility.
Social Media:
Social platforms broaden scientific awareness through images, videos, quotes and much more. The below post from News-Medical raises awareness of Neglected Tropical Diseases.
NewsMed Instagram
Educate, Don’t Sell
At this early stage, your audience seeks knowledge, not products. Effective awareness content prioritizes education and insight.
Here’s what’s effective:
- Clear diagrams and visuals illustrating processes or principles
- Videos demonstrating complex concepts
- Input from third-party voices—researchers, collaborators, or academic experts,
The perfect examples of these are:
Video Podcasts
Video podcasts mix the reach of YouTube and Spotify with the depth of talk radio. Scientists and engineers see faces, slides, and real production value, so ideas feel real and stay with the listener. Episodes live online forever, searchable by topic and shareable in clips. Guests bring their own followers, widening the crowd. Loyal subscribers receive alerts, keeping your message in front of fresh eyes with each new release.
The Pittcon Podcast
In this episode of the Pittcon podcast, Jonathan Sweedler shares his extensive career experience in Analytical Chemistry and Neuroscience. Not only is it a great platform for the Professor to discuss his valuable work, but also a great reminder of the reason to visit and network at the Pittcon show.
2D animations:
2D animation lets science marketers turn complex products into clear, easy-to-grasp visuals. Build a simple story: catch interest, pose the problem, then show the fix. Viewers stay engaged because the familiar animated format makes the message quick and memorable.
2D Animation Showcase
Tailor to the Reader’s World
Scientists, lab managers, and engineers each have distinct concerns. Effective content speaks directly to these priorities:
- Lab Managers: care deeply about reproducibility, accuracy, and efficiency.
- Process Engineers: prioritize reliability, regulatory compliance, and operational efficiency.
Always tailor your language and examples accordingly. Your technical experts should review the content to ensure it’s both accurate and accessible.
Bringing it All Together: Awareness Starts with Being Useful
Top-of-funnel content isn’t about closing deals, it’s about opening doors. When you create scientific content that genuinely helps your audience learn something new or consider a different perspective, you’re not just building awareness, you’re laying the foundation for trust.
For technical audiences, trust and credibility are everything. Your early-stage content should reflect that.
Ready to move your audience further along their journey? Don’t forget to explore our insights on the next stages in the funnel:
