How Does Content Marketing Benefit Tech Companies?
Trying to get people to notice your tech software business isn't a walk in the park. Thus, figuring out how to get people to buy your product in a highly competitive landscape is probably at the top of your to-do list. Content marketing for tech companies is much more cost-effective than traditional marketing techniques. Plus, it can deliver exponentially more leads when done right.
How exactly do you captivate and convert audiences without sounding too salesy? Well, the various forms of content you publish should be easily comprehensible even by non-technical professionals by simplifying overly complex matters. Surely, you'll need to refer to the technical terms, but it's crucial not to overcomplicate the information you provide.
Marketing in tech has changed a lot recently, as professionals in the industry don't respond enthusiastically to traditional marketing anymore. Instead, insightful content marketing allows tech companies to educate their audiences and promote their software in a less pushy and more informational manner. At the same time, it's pivotal to overcome challenges relating to content creation and maintenance so you don't waste resources on ineffective content that may push clients away instead of attracting them.
Still haven't found the right strategy? Let's see how it's done!
9 Content Marketing Strategies And Tips For Tech Companies
1. Thought Leadership
Any marketing leader will tell you that locating Subject Matter Experts to produce high-quality material to prove thought leadership is challenging. That's why you should focus on producing your own content through blog posts, webinars, insightful social media posts, and other media forms. Don't just recycle popular subjects in your niche; approach them from your unique perspective, offering fresh ideas. This is how you become an influencer in your industry and increase your credibility. You can check what your successful competitors are doing on social media and how they are interacting with their audience. Don't be afraid to connect with active users who comment on your posts or send you DMs. The more people tech media companies include in their network, the more visibility they receive. Additionally, you should be the first to announce big tech marketing news and form groundbreaking opinions that go against the norm.
2. Create Evergreen And Diverse Content
Content marketing for IT companies can focus on curating various media forms, including blog posts, social media posts, infographics, how-to guides, press releases, and videos. It would help if you created a balance between topical and evergreen topics for your small business content marketing strategy, as readers need both trending news and material that never gets old. Yes, technology changes all the time, but you should be able to create discussions around matters that stay relevant. Your evergreen content can include checklists, tutorials, FAQs, a glossary of industry terms, and case studies.
As content marketing experts, you must produce visual content, as it engages audiences quickly and increases retention. For instance, infographics are easily digestible and fun to look at, explaining complex facts in just a few words. You can also ask your clients to share their photos and videos with you and leverage user-generated content to elevate your credibility. Lastly, why not film a behind-the-scenes video showing your customer base what goes on behind closed doors and how your team members operate daily?
3. Leverage Storytelling
Tech content marketing storytelling isn't about crafting fake stories with exaggerated messaging. It's about B2B lead generation strategies leveraging the art of storytelling to serve your audience with real-life case studies, client testimonials, staff profiles, and articles on thought leaders. You can use the success stories of your clients who benefited from using your tech solution. But don't simply talk about their triumphant results. Start by explaining the challenges they were facing before your company came into the picture.
Delve deeper into your approach to the unique situation, and don't be afraid to talk about any worries you may have had. Everyone loves a story with a happy ending. The more emotionally invested your audience is, the more connected they'll feel to your brand. Don't be overly dramatic, as you may seem inauthentic and drive people to believe you're making everything up.
4. Create Technical Content
Technical content marketing is pivotal for catapulting your tech solution ahead of the competition and accelerating growth. A large portion of your audience is not very tech-savvy and is looking to get simple information regarding your IT software. However, decision-makers require in-depth technical analyses regarding your software and its features. Utilize your tech experts and ask them to explain your product's technicalities on video, podcast recordings, or blog posts.
Strategic marketing leadership must prove your high level of technological expertise that goes beyond providing simple blog reads. Don't task personnel with limited tech knowledge to write about these topics, as their lack of proficiency will show. Some companies have even created specialized roles, like technical content writers and technical authors.
5. Bridge The Gap Between Technology And Humans
While explaining the technological features and details of your tech product is crucial, your small business marketing strategy should not get carried away by technical discussions. Content marketing for software companies must focus on making the material relatable and comprehensible. For instance, you may have released a new HR payroll processing software with groundbreaking features and aspects. Surely you have to talk about the technical aspects, as they are your proud accomplishments. However, you should also explain how these features help HR professionals with their daily work and how much easier payroll becomes. This is another area where storytelling helps you, as you need to craft a simple yet captivating narrative. In other words, you must approach your product from its human aspect and not get lost in all the wonderful but perplexing technicalities.
Moreover, you have the opportunity to link up with your audience through social media and other media forms and build trusting relationships. Don't shy away from answering their comments or DMs, and maybe arrange Q&As on platforms like Twitter and Quora. Last but not least, content marketing allows you to automate certain time-consuming functions. For instance, you can ask AI to gather and analyze data regarding your social media following so you know which demographics visit your pages the most.
6. Schedule Your Content
No SaaS B2B content marketing guide can be complete without a content calendar. Technology marketers and content creators must have a calendar in place and stick to the publishing dates of their material. When you document your content strategy, you know exactly how often you should publish new blog posts, videos, and infographics, and your team members can create these pieces of content consistently. They can set deadlines and stick to them. Managers can arrange the schedule depending on the company's needs and decide whether they need to outsource certain types of content. Therefore, there are no delays, and everything sails smoothly. Additionally, an organized calendar allows you to gather invaluable data, identify which content works best for you, and generate more leads for your tech software.
7. Outsource Content Creation
The best marketing teams out there know how important it is to create high-quality content for your client base. Remember that different buyer personas enter your domain and consume your content. From tech developers to department heads, various people participate in the decision-making process. But how can a tech industry company keep its messaging consistent while staying within budget? If you don't have the writer staff you require to curate content for all buyer personas, you can outsource content creation to speed up processes and decrease costs. You may either use freelance platforms and choose from various creators depending on their past work, or you can hire a private company. Therefore, you free your team members' precious time so they can focus on other projects.
8. Customize Content For All Stages Of The Sales Funnel
Many tech companies fall into the trap of filling their marketing plan template only with top or bottom-of-the-funnel content creation strategies. You may wonder, why is this so wrong? Not everyone in your audience knows what you offer or who you are as a brand. Your content should be customized to fit the varying requirements of your buyer personas. For instance, someone may not be ready to make a purchase but instead want to educate themselves on trending industry matters and general challenges.
On the other hand, a returning customer may be looking into purchasing additional features, meaning that they already know your brand and don't require any informational content. At the top of the funnel, you should focus on creating high-quality, search-engine-optimized content. In the middle stages, you can concentrate on promoting landing pages with clear CTAs and engaging your leads with email marketing. Lastly, at the bottom of the sales funnel, you must send thank-you emails and feedback messages.
9. Measure ROI And Marketing Performance
Technology product marketing campaigns are on the rise, and tech companies keep increasing their budgets as they are noticing amazing results. However, not everyone enjoys such results after their first campaign, and they need to try different approaches and techniques. Iterative testing helps you identify what works best for you and which tech marketing tactics generate more B2B leads and sales.
Social media and online campaigns allow you to gather insights and performance metrics instantly. Therefore, you can alter or customize your strategies accordingly. Don't publish your campaign and wait for a week to check its performance and ROI. This task should be a daily investment. SEO changes all the time, meaning that the keywords and phrases you utilize should change, too. Maybe a new tech trend appeared days after you published your ad or social media campaign. It's never too late to incorporate the new information and leverage its virality.
Types Of Content You Can Create
At the center of every B2B marketing strategy lie blog posts. Creating a blog section on your website is a tip the best content marketing agencies offer since articles are ideal for educating your audience on trending topics and common challenges. You may implement infographics, tutorials, and screenshots to make your content interactive and engaging. Make sure your tone is conversational and that you explain complex matters in easily digestible material.
You can go a step further and create detailed eBooks and whitepapers on popular industry subjects to establish thought leadership and prove you're up to date regarding recent trends. But what is even more engaging than blog posts for content marketing for tech companies? The answer is videos and podcasts. The visual-oriented world we live in dictates people's need to view your product's features and usability rather than just read about them.
So, you can create demos, tutorials, and interview webinars with industry experts. Also, you may want to record podcasts that anyone can listen to, regardless of where they are. Your clients connect with the hosts deeply and form a trusted and loyal relationship with them.
Challenges Tech Companies Must Overcome When Marketing Their Content
Many B2B marketing strategies face the challenge of consistently producing high-quality content. It takes time and effort to curate interesting reads, informational videos, and podcasts that keep your audience engaged. Many tech organizations have trouble finding expert writers who can produce written content. That's why they might make the mistake of asking ChatGPT or inexperienced staff members to write blog posts. As a result, the material sounds inauthentic and lacks emotional connection. Scaling your content production is another challenge tech marketing companies face. Maintaining an exceptional balance between quality and quantity is hard, but it's an issue you can tackle by outsourcing your content production.
When you measure your content marketing performance, it's hard to prove effectiveness over the short term. That's why you need to track every social media impression and conversion. Identify where customers leave their journey and which marketing tactics prove successful. Therefore, you can switch your marketing strategies frequently and not wait until you conduct your monthly report. But where do you promote your tech content and reach large audiences? Identifying your audiences' preferred channels can be tricky. That's why you should ask for customer feedback and run surveys to recognize the platforms they prefer to visit.
Wrapping Up
Content marketing for tech companies is a sweet deal. Having a strategic marketing plan in place is necessary so you can position yourself as a thought leader in IT solutions and industry trends.
Tech companies can elevate their content marketing by focusing on a few essential strategies that create a genuine connection with their audience. Embrace thought leadership by sharing unique perspectives and high-quality content through blogs, webinars, and social media, positioning yourself as an industry influencer. Balance evergreen content, like tutorials and case studies, with trending topics to stay relevant. Use storytelling to humanize your tech solutions, making them relatable and memorable. Dive into technical content for decision-makers while keeping it accessible. Keep a content calendar for consistency and consider outsourcing to meet diverse needs. Tailor content for each sales funnel stage and continually measure ROI to refine your approach based on real-time performance.
For example, sharing case studies and customer testimonials is key for tech companies that want to improve sales. Afterall, every potential customer is looking for success stories and real business examples! Also note that another key element every content marketing campaign should pay attention to is SEO. As well as using relevant keywords and phrases to rank highly on Google. This tactic ensures higher visibility and inbound traffic. You should also proceed with landing page optimization. It's not only your website that needs to rank highly but also the designated pages for tech purchases, eBook registrations, and webinar registrations. All the above is where your traffic is going to come from. Getting those visitors to submit a form should be your number one priority!
Remember that intuitive content marketing ideas and flawless material can turn readers into buyers and even promoters.
