The ABCs of Content Marketing for Tech Companies
Okay, truth time.
Are you REALLY paying attention to your content marketing?
No? Well, then.
That’s a problem.
By not staying on top of your content marketing, you’re missing out on HUGE opportunities to connect with your target audience and demonstrate your brand’s value.
Simply put: You’re completely throwing away the chance to get more customers.
It’s a common mistake, so don’t beat yourself up over it.
To help you out, here are a few tips – the ABCs of content marketing for tech companies – that will really help you breathe new life into your content marketing.
Make your audience feel validated in their purchasing decision
One of the best ways to validate a customer’s purchasing decision is to provide enough valuable information to help them make up their mind.
I can’t even begin to tell you the number of whitepapers, blog posts, brochures, and other marketing materials I’ve seen that only say the same thing as their competitors. If it isn’t old, rehashed content, then it’s content that sounds like it was written by some sleazy “snake oil” salesperson.
Not only is this type of content obnoxious and often frustrating, but it makes your company seem untrustworthy and like you only care about the money.
Many people think tech companies are overly priced anyway. So, by having this type of subpar content, you show your customers you don’t care about them as people – or even care about their business – but are only concerned with stuffing your wallet.
As a result, they’re so disinterested they just skim your content, and probably don’t even make it to the end before going somewhere else to find what they need.
They generally end up going to another company – one that seems to genuinely care about that customer’s business. Their business is everything to them, and it should be treated with importance.
There goes your customer. There goes your sale. There go your profits.
Obvious sales pitches don’t really cut it anymore. That’s all old hat.
Instead, you need to focus on providing value-driven, informative content that will help your customers feel good about going to you when they need something for their business.
It makes them feel good about buying marketing automation software from you.
It helps them get to know your band, see you as a tech industry authority, and trust you as a company.
Business owners don’t want someone to just sell them any old business tech. They want someone to help them. Running a company is a huge responsibility, and it can be overwhelming to pick the right tech provider/vendor for their needs. They want to know you’re going to walk them through everything when something goes wrong, when they want to know the difference between similar products, or even just know you can answer their questions and have reliable products.
Keeping this in mind will help you stand apart from your competition.
You become more than just some faceless tech company. You become a helpful team who truly cares about its customers, and who offers valuable information and effective solutions.
Don’t just stick to blog posts or email newsletters, though. There are TONS of content marketing options – webinars, videos, eBooks, podcasts, email courses, etc. If you only offer one type of content, you risk losing customers.
Not everyone can read very well, or they are just more visual learners. This is where having video tutorials or infographics comes in. Some people prefer to listen to things, rather than have to stay glued to their screen. This is where podcasts or other audio content becomes helpful.
If your prospects aren’t able to truly understand the product or service you are offering, why would they want to buy it?
It’s not enough to just offer up informative content. It’s a great start, but it’s not really going to cut it. Take the extra effort to have all of your resources professionally written, designed, or directed. Hire a writer for your written content, a graphic designer for your images, and a video editor for your videos. This way, everything you have to offer will be high-quality, engaging, and aesthetically pleasing.
That will be the type of content that brings about the results you’re looking for.
Maintain a regularly updated blog
Remember how we talked about giving your customers the information they’re looking for?
That’s the key element a lot of tech companies seem to forget. They’re so wrapped up in selling their products and services that they forget to also offer some value-driven information. There are TONS of companies out there that don’t even have a blog, let alone one that gets regularly updated. Many of those that DO have one go about it all wrong.
If this sounds like you, you’re totally missing out.
You’re missing out on showcasing your industry authority and your company’s credibility, being able to set yourself apart from competitors by letting your authentic brand voice come through, and on being able to drive more traffic to your website.
You don’t want to miss out on all that, do you?
Of course not. And your customers want to be able to turn to you for help when they need it. They want to read informative, engaging posts that provide them with the solution or answers they have been searching for.
I’m not talking about just any old tech content that he’s been rehashed a million times. (Yes, they know SEO is important.)
But, I’m not talking about some dry, sterile manual full of tech jargon, either. If they wanted to read that, they would just read the little guide book that came with their new keyboard.
If your content is too boring, they’re going to leave. If it’s too difficult to understand, they’ll feel frustrated and go to another company.
I’m talking about having interesting content with a unique voice and angle. Content that will give your audience the information they need, which helps them to trust you. The more you build up that trust, the more you will be able to turn those website visitors into paying customers.
It (probably) won’t happen right away, but all that effort will pay off. This is especially true if you’re utilizing SEO practices and making sure your content is tailored to your specific client base.
Take a look at your current website content
Who is it written for?
You’re a technology expert. . .But, are your customers?
Eh, probably not. So, why are you talking to them like they are?
Having content that’ s full of complex terms and long-winded industry jargon is just going to be off-putting, and will make it hard (and boring) for anyone that isn’t another technology professional.
Your customers are certainly knowledgeable about things pertaining to their own industry, but they probably don’t understand everything you’re prattling on about when you fill your content with excessive tech industry talk.
In fact, the most persuasive, compelling copy is actually written at a middle school reading level.
But, when you think about how many people will be reading your content, it starts to make sense. Not everyone reads at the same level, or has the same vocabulary. So, simplistic content tends to sell the most products and services.
So, rather than stuffing your content with industry buzzwords and jargon, just focus on getting the information across in the easiest way possible.
Write for your target audience, rather than for yourself. Take the time to learn how theyspeak, rather than just going with how you speak.
You also need to remember that you’re creating content for people, rather than search engines. Keyword stuffing just to bump up your rankings is just as bad (if not worse) than filling your website with confusing, jargon-jammed writing.
Write for your target audience, and build trust by showing a personality that sets you apart from the rest of the competition.
If people like your content, they will like your team. If they don’t like your content, or your team, they certainly aren’t going to trust you when they need the type of products you sell.
So, it’s time to take another look at your content. What can you do to improve it?