Content Marketing for Tech Companies
As a tech company, there’s a lot of competition in terms of online content. Most top companies already have strong content strategies in place, and many use it as one of their main marketing tools. Thankfully, given the scope and constant development of the tech industry, there’s still a great deal of opportunity for you to create your own original material and use it to attract customers.
Years ago, people only learned to trust a brand after they experienced what they had to offer firsthand by purchasing a product or using a service. Today, you need to earn their trust before they make a purchase, and content marketing is a great way to earn that trust.
Customers no longer respond to traditional ads, but they will respond to information they find useful or interesting. The Internet has created a way for consumers to easily share reviews about tech products and services, as well as created a landscape for companies to spread information to a wide audience. If you create and distribute helpful and valuable content, you can use it to reach that audience and convert readers into customers.
The following content marketing tips will help you differentiate your tech company from your competitors, establish your credibility, and attract new leads.
Position your company as a thought leader
Thought leadership is powerful when it comes to marketing your tech company online. It’s not easy or straightforward to position yourself as a thought leader, but if you’re consistent with your efforts, it’s entirely possible. Here are a few tips to help you get started:
- Establish a consistent brand voice. Make sure your blog, website, and social media platforms offer consistent information and use a consistent voice.
- Observe and interact. Watch what the larger tech brands are doing well, and learn from their marketing efforts. Connect with them on social media and add your voice to their conversations.
- Network. Reach out to your existing contacts on social media and then begin to connect with new people in your industry. The more people in your network, the more authority you will have.
- Create original content. Creating and managing a weekly or bi-weekly blog is a great start, but that’s only the beginning. You should also work to secure guest posting spots on other tech blogs, as well as leading industry magazines and other online publication channels. The more you publish, the wider your reach becomes.
- Make new claims. As you create content, be sure that you aren’t simply joining the “echo chamber” of recycled ideas that’s developed in the tech industry in recent years. Instead, develop your own ideas and content and use your platform to get feedback from readers.
Master the art of storytelling
Human beings love a good story, and we dislike being sales targets. This means that if you want to capture your audience’s attention, you have to not only have something interesting to say, but an interesting way to say it.
You can’t claim to be the best in the business, self-promote your brand, or drown your audience with boring content. You can, however, become a master storyteller, and use the content you create to take your site to new heights.
Ask the following questions to help you get started:
- What is the story and narrative behind your brand?
- How did your company start? What was the motivation behind it?
- What types of stories appeal to your brand personas?
- What types of stories are your current and potential customers sharing?
Stories demand an emotional investment and can hold a reader’s interest. They can bring your brand’s message to life and encourage people to take action without asking them to do so. Think about what makes your brand unique, and use that special something to create a story that aligns with your audience’s needs and priorities.
Publish different kinds of content
The word “content” today means many things. It includes blog posts, social media posts, and evergreen article pages. It also includes anything else you publish online to inform your audience, such as press releases, how-to guides, infographics, photos, and videos.
Investing in visual content is wise, considering 94 percent of content with visuals receives more total views than content without visuals. If you’re not convinced that visual content can help your tech company stand out from your competitors, consider these two facts:
- Visual content allows readers to process information faster
- Visual content keeps readers’ attention longer
Investing in visual content will take a little more effort, but your audience will appreciate it — and so will your bottom line as you gain more followers, more inquires, and more customers. If you’re unsure of where to get started, consider the following types of visual content:
- Infographics. Easily digestible and fun to look at, infographics will help you display important facts and statistics that readers might otherwise skim past without a second thought.
- How-to videos. If you sell tech gadgets, how-to videos will help your customers learn how to use them quickly and efficiently. If you sell a type of service or program, a video can help your customers navigate through an unfamiliar process.
- User-generated content. Ask the people who use your products to photos or videos of them in use. This unique way of showcasing your offerings will build trust with potential clients and let your existing clients know they’re valued.
- Behind-the-scenes photos and videos. Many businesses make the mistake of only showing potential customers their polished and professional side. However, people tend to respond well when they see what happens behind the scenes. Take photos of your office space, company events, and even just day-to-day operations and share them on social media.
Keep your content informational
Remember that the primary purpose of content is to provide value, and that you shouldn’t make yours overly promotional or salesy. Instead, use your knowledge to create genuinely interesting content. Consumers today know better than to trust a brand that proclaims to be the best, but when you show them instead of telling, you have a better chance of converting them into customers.
Of course, it’s fine to occasionally highlight your products and services where it’s natural to do so. For example, say your company sells batteries and chargers, and you decide to create a post about the most popular tech gifts to purchase during the holiday season. If your batteries or chargers are compatible with any of them, feel free to mention them—but don’t make them the center of your post.
Want to start using content marketing for your tech company?
If you’re ready to start using content to attract site visitors and convert them into customers, WebpageFX can help. Our content marketing team has years of experience creating, publishing, and promoting original content for our clients, and they’ll do the same for you.
Contact us today to speak with a strategist!
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