October 14, 2022 (Updated: May 4, 2023)
Content for content marketing in tech goes beyond just creating a few blog posts per week. And with the tech industry moving at 100 miles a minute, we need to be able to keep up. Luckily, there’s a range of different strategies we can use to create diverse content for technology. And knowing what content to produce is the first step toward success.
Creating different content formats for target audiences can help tech businesses engage customers and generate leads and conversions. From pulling in more customers to nurturing these leads across the entire funnel, there are content formats that can help you do it all. Today, we’re diving into the different types of content you can use for content marketing in the tech industry with these topics:
Working in the tech industry, you’re up against huge names that have the budget to put into their campaigns. This industry is a fast-paced space where you’ll have to stay on your toes if you want a chance of ranking well. As marketing strategies go, content marketing is one of the very best that you can employ in this industry.
That said, content marketing in tech isn’t quite as simple as in most industries. While you can publish a definitive guide on a topic in one industry and have it be valid for years to come, the same doesn’t fly in the tech field. Organizations that are working in tech need to switch up their content styles, diversify across many mediums, and present themselves at the forefront of industry news.
In this industry, a few regular blog posts each week won’t win you any battles. While you can never go wrong with content marketing in tech that uses blogs, there are other content types that you should focus on. The types of content for content marketing in tech can get pretty in-depth. To give you a helping hand, here are the six that you should be familiar with:
Image via HubSpot
Content marketing in the tech industry doesn’t just include written content. Video content, both long-form and short-form, should be a priority, as it’s an effective strategy in almost every industry. From increasing user understanding to boosting lead generation, video content can drive results for your brand.
In the world of tech, products can be difficult to get to grips with initially. But with product videos and clips to highlight use cases, audiences get more clarity on what they can gain from becoming a customer. And with video content growing in popularity, it’s safe to say this type of content is key for any marketing strategy in technology.
Content marketing in tech is a crowded space. A day doesn’t go by without hundreds of new tech companies forming. According to Zippia, the tech industry passed a market valuation of $1.6 trillion back in 2021, with the money in this space motivating new companies to form.
With so many potential tech solutions out there, you need to make sure that your business stands out from the crowd. And one way you do this is by creating case studies and cultivating success stories. Case studies can act as MOFU (middle-of-the-funnel) content for content marketing in your tech space, helping to show customers why your company is the solution for them.
While case studies and success stories aren’t exactly the same, they have a similar purpose. In writing a case study, you explore specific problems, solutions, and outcomes that come from customers using your products or services. For example, let’s say your product is an automated marketing program. A case study for this might show how your product helped a client make improvements to their business and achieved a specific goal—like increased revenue or reduction of costs.
A customer success story focuses on the customer’s journey. It can outline how a customer had a specific problem, how they found your company’s product, and how they used the product to solve the problem. You might not highlight the same level of data in a success story as you would in a case study. The point of these success stories is to show how useful your company’s product can be, using a real customer story as an example.
When potential leads come across these content formats, they have solid evidence that your product could be the right product for them. With this in mind, you’re able to carry users further down your content marketing funnel and toward a possible sale. Social proof always goes a long way, with case studies and success stories being some of the best types of content for content marketing in tech.
Lead magnets come in many forms. For some industries, offering a template or a printout is more than enough. In the world of tech, this isn’t always the case. By far one of the best lead magnets is to create eBooks. Unlike a shorter blog, eBooks give writers the space to break down a complex topic. Alongside showing off their knowledge, they can deliver more value to the reader.
People looking for in-depth information about technical products and services often seek out eBooks. So riding this wave, your business can write eBooks as lead magnets and create gated content that users receive when they provide their email addresses. And, of course, gating some content is one of the most effective ways to build your mailing list.
As readers gain value from the information your business includes in an eBook, you’re more likely to have someone that returns to your business for more. Much like content writing, eBooks can be evergreen. You can create a few core eBooks highlighting your most popular products or services and use this content long-term in your marketing strategy.
With that in mind, it’s always a good idea to produce eBooks and place them around your site. Plus, this type of content for content marketing in tech can also connect with your blog. Writers can use a call to action to send people to the eBook download page to find out more about a certain topic. You can also include eBooks as part of a customer proposal strategy. Ultimately, eBooks are effective lead magnets and can be valuable for content marketing in tech.
While most of the blog content you produce in tech can include surface-level topics, you should leave space for in-depth analysis and reports. A percentage of your audience is sure to be interested in knowing exactly how your product works, along with what’s going on in the industry. So producing content that focuses on analysis and industry reports can be essential to engage technical audiences as well as beginners.
It’s important to work with subject matter experts like developers and designers when creating in-depth content, but sourcing information and providing unique value this way will help your business build authority and credibility. While technical writing is more complex, this type of content is crucial to plan for in the tech industry. As content forms go, this one’s specific to your business.
For example, your team might create monthly reports on any new features or iterations for your company’s products. Using more in-depth data, creative teams can cover all the technical aspects of these topics for experienced users. Teams can also use this type of content to produce white papers to highlight updates regularly. Especially if your tech offering is in a YMYL field, you should construct as much background information as possible. And white papers are one way to share technical analysis. So don’t be afraid to go deep.
Segmenting your audience is also important for this type of tech content since in-depth reports go beyond beginner-level. As you identify the technical demographics, you can produce these reports consistently for the right audience. Overall, this content should cover how your company operates and how your products or services work to achieve results for your customers.
Thought leadership has become a trending phrase over the past few years. You can’t go a day without someone posting their opinions on LinkedIn and other platforms. While most of this is recycled content, there can be value in establishing yourself as a leader in the tech industry. Staying ahead of trends and cultivating an audience that values your opinions only adds to your company’s credibility. And producing content with thought leadership behind it is an effective strategy for content marketing in tech.
Most of the time, this won’t be from a company account, though, and is most common in social media marketing. So it’s important to have buy-in from senior-level managers and team members, as you’ll want to work with these leaders for this type of content. Think about inviting senior leaders and experts onto a panel to talk about a specific subject. You can conduct expert-level interviews and showcase the information in a series of newsletters, white papers, and social posts. Thought leadership content is also effective in webinars and video posts.
The overall purpose here, though, is to become a sought-after professional in the industry. By cultivating awareness around your company’s expertise, this content type can help attract more leads and generate more conversions. And even though this can be a resource-intensive form of content marketing, it can be well worth it as you position your brand as an expert organization in the field.
It’s always a good idea to start with a blog. Even if this doesn’t end up being your most profitable marketing strategy, it’s one that all tech businesses should engage in. When new customers arrive on your site, they’ll often check to see if you have an active blog. And companies that aren’t updating regularly can present the impression that there’s not much going on. Meanwhile, a company that’s continually posting new content seems engaged, switched on, and ready for action.
Beyond presenting a thriving company at the forefront of the tech industry, content marketing is a vital tool for building a brand’s visibility. At the heart of blog content marketing in tech is search engine optimization (SEO). Great SEO will help your company’s articles rank well on Google, boosting you up the rankings and securing a top spot.
It’s not a secret that the first page of Google sees the bulk of online traffic. After all, how many times in the past month have you clicked on the second page? Come to think of it, have you ever actually clicked on the second page of results? According to Backlinko’s data, the second page of Google only gets around 0.63% of total traffic. Let’s not even mention the third or fourth page.
The point is that as you rise up the Google rankings, the natural traffic that will come onto your page increases. Beyond getting onto the first page, that top spot is incredibly valuable to your business. The click-through rate of the first spot on Google is significantly higher than every other position. There’s a reason it’s number one.
The tech space is constantly evolving, meaning there’s a never-ending range of content to produce. Creating regular blog content for your company is a great place to be. Make sure you conduct keyword research before planning your titles. In a competitive industry, it’s always a good idea to focus on high-impact results from your tech blog content.
Content marketing in tech should be a continuous process. Think about it this way: one day you might be working on blog content, and the next on video production. The important thing is that you make sure everything you produce is as helpful as possible. And the era of Google’s Helpful Content update, creating unique, valuable information for audiences is vital.
Wondering how to adapt your content marketing strategy to the update? Be sure to join our upcoming Helpful Content webinar on Search Engine Journal. The team explains what the update is all about and how marketers can adapt to the changes. And creating diverse content for content marketing in tech is one way to stay ahead. Plus, there are so many benefits to expanding your content to include different formats:
If you solely produce one form of content, then your audience only has one way to connect with you. Most of the time, businesses will have a fantastic company blog or social media presence, but often don’t expand that into anything else.
When an organization begins to diversify into different forms of content marketing, they open more doors for customers to find them. Not everyone is going to be interested in downloading an eBook about a technical topic. Not everyone will want to browse through videos about your products. And not everyone will want to read a blog post on the benefits of SaaS.
So instead of attacking a single content area, creating diverse content for content marketing in tech can get more eyes on your business. No matter how your audience wants to consume media, they’ll be able to turn to your business to find what they need. Plus, producing different content can boost the global visibility of your tech platform.
A lot of the time, we see employees start to gain traction when they start using all available platforms to them. Instead of just focusing on a company blog, they start using an email newsletter or branch out into social media. Expanding their reach results in more people finding their business and more beginning to learn about their brand.
Well, the same goes for the types of content that a tech company publishes. If you’re looking to boost engagement, then you need to make sure you’re accommodating every audience member, whatever their background. Of course, you could never do this in a single post or a single form of content. But you can do it as you create different types of content over time.
Moving to a point where you have multiple content streams with high-quality information is vital for a tech business. Especially considering how competitive the tech space is, boosting your engagement through expanding the variety of content you produce will help you go far.
What’s more, specific content forms that you’ve never tried before could be a leading marketing strategy in the future. For example, five years ago, hardly anyone was engaging with short-form video content. Yes, there were YouTube videos, but something as prevalent as TikTok simply didn’t exist.
Now, according to Hubspot, short-form video is currently one of the best ways to boost engagement and connect with customers. In fact, 87% of brands that use video marketing say it’s effective for increasing brand awareness. In a fast-moving niche like tech, creating unique content is necessary if you want to boost engagement.
The marketing funnel refers to the overall movement of a customer through the buying cycle. Right at the top of the funnel, customers are only meeting your brand and getting to know what it’s all about. At this level, you’re attracting potential leads. In the middle of the funnel, customers start to distinguish you from your competitors. This is where lead generation takes place. Finally, at the bottom, leads convert into paying customers.
Content marketing, especially in blog form, can focus on any part of the marketing funnel. That said, most marketing plans focus on creating TOFU (top-of-the-funnel) tech content. TOFU content is great for driving new visitors to your site, as it often answers questions or gives tutorials that are related to your industry.
But while TOFU content is an advantage for brand awareness, there’s still more to cover. Other content marketing formats are naturally better at covering different parts of the funnel. For example, webinars and product demos are both content formats that cover the bottom-of-the-funnel (BOFU). Instead of generating new customers or leads, BOFU content helps users to convert into paying customers by providing specific information to this target audience.
So blending content types and producing a range of different content allows your tech business to cover the whole marketing funnel with ease. While you don’t have to cover all of the funnels in equal parts, it’s always a good idea to produce content at each level.
Content marketing in tech goes beyond general topics you may see in other industries. From boosting brand visibility to increasing engagement with leads, diversifying content for content marketing in tech is key. At CopyPress, we have the tools your tech business needs to analyze your approaches, target high-value topics, and produce valuable content that attracts and converts.
Curious about how to get started? Request your free content analysis and get the insights you need. Then, schedule a strategy call with our team to learn how you can use this data to create a content marketing strategy that gets results.
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