Content Marketing

Tech Content Marketing Guide: Tips and Strategies


Published: December 5, 2022

One of the most crucial aspects of overall strategy and client acquisition for tech brands is content marketing. In fact, many IT buyers need advice and information to make decisions about their IT environments and are more likely to buy from a brand that provides them with this content at each level of the buying process. With that said, companies in this industry must engage in tech content marketing and provide their audiences with valuable resources to succeed in the digital age. In this article, we walk you through tips and strategies to help optimize your tech content marketing:

What Makes Tech Content Marketing Different?

Image of person's hand stacking wooden letter blocks for the word content, concept for tech content marketing.

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Content marketing is content marketing, right? Not exactly. The best practices for content marketing change slightly for each industry. That’s because what your audience wants and needs changes depending on what products you sell or the services you offer. In tech content marketing, some factors to consider include:

Thought Leadership

As a tech company, your brand competes with other companies offering similar products and services. If you want to stand out from the competition, you must be able to put out high-value content that establishes your company as a savvy, up-to-date, and reliable brand.

In tech content marketing, the business whose content provides the most accurate and updated information is likely the most relevant. Thought leadership content increases your brand’s credibility and builds customer trust, leading to a loyal audience who always comes back. The following are examples of sources for thought leadership content for tech companies:

  • Personal experiences from team members
  • Unique industry opinions
  • Data storytelling
  • Industry research

Evergreen Content

Creating evergreen content in the tech industry is challenging, considering how quickly programs and software change or update. Here are some examples of evergreen content you could use for a tech company:

  • Tutorials and how-to guides
  • Frequently asked question collections
  • Glossaries of industry terminology and phrases
  • Industry resource lists
  • Checklists

Comprehensive Technical Content

You need the help of subject matter experts (SMEs) to write technical content for your brand. To get this kind of content right, you need someone with extensive experience in a product, industry, or profession. The more insight and in-depth knowledge you can get from your SMEs, the more accurate and reliable your brand’s technical content can be.

Importance of Content Marketing in the Technology Industry

Here are some benefits of investing in content marketing as a tech company:

More Website Visitors and Better SEO

SEO is an excellent way to increase your website’s visibility and ranking. But you need to create content first before you can optimize anything for search engines. The more content you provide, the more reasons you give visitors to stay on your site. This means a higher on-site time, which could also benefit your website’s SEO ranking.

Better Competitive Advantages

Why should clients pick your company instead of one of your competitors? Content marketing is an effective way to highlight your unique selling points (USPs). Clients and customers want to buy from professional brands that are knowledgeable about their industries. Therefore, businesses have blogs, brand owners contribute to reputable news sites, and CEOs pursue speaking engagements.

All these factors contribute to establishing your company as an authority, which fosters trust with the audience. Using content marketing, your tech company can show off its industry knowledge while offering useful information that helps readers make more informed purchasing and partnership decisions.

Whenever you publish and promote a fresh blog post, tutorial, or video, you demonstrate how well your team understands the industry difficulties of prospects and clients. Leads will keep those kinds of companies in mind when it’s time to make a partnership or purchase.

Abundant Leads

The primary goal of any tech content marketing is to generate leads. You want to bring in new customers you can sell to. Thankfully, content is a magnet for leads. With high-quality content marketing, you can appeal to customers before they’re even ready to partner with or purchase from your brand. You can get them into your sales funnel and gradually push them toward conversion.

Related: 20 Lead Magnet Design Ideas To Hook Subscribers

Creating a Tech Content Marketing Strategy: Top Tips

Here are some tips to help you design a content marketing strategy that works:

Position Your Brand as an Authority in Your Industry

For tech content marketing, aim to establish your brand as an authority in the industry. But we know that’s not as easy as it sounds, especially with so much competition. Here are some pointers to get you going:

  • Have a consistent brand voice: Your brand voice is the word choice and tone you use to shape your company’s image with the target audience. When your brand voice stays consistent across all channels, it strengthens the idea of your company as one entity, not a bunch of individuals writing content.
  • Create a network: Engage with your current contacts on social media while building relationships with new people in your sector. Your network grows as you attract a bigger audience, which leads to better industry influence.
  • Produce content regularly: A fantastic place to start is by setting up and maintaining a weekly or biweekly blog. You should also attempt to land guest posting gigs on other tech blogs, prestigious industry publications, and other online publication platforms.
  • Conduct competitor research: Browse your competitors’ websites and social media accounts to find out what topics interest your target market that your brand hasn’t covered yet. You can request your free content marketing analysis report from CopyPress to help with this research.

Focus on Storytelling

Storytelling in tech content marketing involves describing a semi-fictional or non-fictional story, character, and storyline to deliver a message that subtly promotes your products or services. Storytelling is a crucial part of content marketing because it makes your pieces more engaging. Data, facts, and figures are great, but they’re even better when weaved into a story that captivates the audience. To get your brand story started, ask questions like:

  • What is the origin and purpose of your brand?
  • How did your business begin? What inspired it in the first place?
  • Which narratives appeal to your brand personas?
  • What kinds of stories do your current clients share about working with your company?

Storytelling in marketing works best when it is succinct and to the point, without unnecessary details. You want to hold your audience’s interest, not lose it.

Use Different Content Formats

Using different content types is the best strategy for connecting with and reaching users at various stages of the marketing and sales funnel. Although creating different content can be a lot of work, your audience appreciates it. More importantly, your business gains better visibility, higher engagement, increased leads, and faster conversions when your audience encounters your brand through multiple touchpoints. In the tech industry, you can leverage:

  • Blog posts: This type of content is great for lead nurturing and conversions. When you post frequent, high-quality content about tech specific and brand specific topics, your audience gets a better sense of what your company does and how you can help them.
  • Infographics: Infographics make it easier for your audience to find and digest crucial data and figures they might otherwise glaze over. This is extra important in tech content because your audience may use data and statistics to influence their buying or partnership decisions.
  • Tutorial videos: How-to content helps clients and customers learn how to use your products and services. Tutorial videos in tech allow your audience to “test drive” a program, product, or service before the purchase to see if it fits their needs.
  • User-generated content: Customer review content lets your audience show off the experience they have with your company. This content type inspires buying confidence in future customers by looking at the experiences of your current ones.
  • Behind-the-scenes images and videos: Many companies showcase their polished and expert side to potential consumers. But showing your audience some of what goes on behind the scenes can inspire more engagement and customer loyalty, especially in the building, coding, or troubleshooting sides of tech.

Invest in Social Media Marketing

Promoting your brand through content explicitly created for each social media platform boosts visibility, website traffic, and the possibility for growth. It’s easier to share content with your network right from a social app or feed rather than moving between apps or windows. Tech companies can leverage social media content marketing by capitalizing on this kind of engagement. They can also carve out industry niches and networks through specialized groups or hashtags to get even more reach in the right circles.

Leverage Content Syndication

Content syndication is the process of republishing your pieces on a relevant third-party website. Any pieces of content you create work for syndication, like blog posts, articles, infographics, and videos. When your brand syndicates content, you have the potential to reach new audience members you wouldn’t have reached on your channels alone. When syndicating tech content, look for websites, publishers, and channels that your target audience follows. Contact niche tech publishers and present your brand as a solution to their content gaps, and ask them to share your pieces.

Related: How To Choose Content for Syndication: A Checklist

Get More Tech Content Marketing Tips With the CopyPress Newsletter

Your reputation as an expert in your industry inevitably grows when you implement a well-coordinated, successful tech content marketing strategy. But in an industry as innovative as tech, what worked in your strategy last month might not work in the next one. To stay up to date on the latest information about tech content marketing, subscribe to the CopyPress weekly newsletter.

In each issue, we talk about an important content marketing topic and how you can leverage it to put your brand on top in your industry. Subscribers also get access to registration for content marketing events, like webinars, and links to important resources that can up your content marketing game.


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