Your product or service is technical. Your marketing doesn’t — and shouldn’t — have to be as complex.
If you’re wondering why your tech company needs content marketing, the answer is simple. You’re selling to humans, not machines. Most people aren’t buying a new SaaS product or hiring a web developer based solely on its thorough technical documentation. The quality of your work is important, but only after you get someone excited about the problems you can solve for them.
Content marketing is essential to any company’s journey to success and growth. But it’s even more crucial for tech companies to adopt a content marketing strategy. Why? Your competitors are. Don’t get outfoxed by a competitor’s savvy marketing team. Keep reading to learn about the benefits of content marketing for companies in the tech sector and how to put them to work for your growth.
4 Reasons Your Tech Company Needs Content Marketing
You can offer the best service or build an incredibly innovative product, and no one will buy it if they don’t know it exists or can’t easily tell why it’s great. Let’s look at why your tech company needs content marketing to drive awareness and sales.
1. Content Marketing Improves Search Engine Rankings
Developing quality content is the cornerstone of a solid SEO strategy. Unfortunately, for tech companies, writing clean code doesn’t always translate into writing engaging web copy.
People search for problems and symptoms, not prescriptions.
Most of us have been guilty of trying to use Dr. Google or diagnose our ailments via WebMD instead of a proper visit to the doctor’s office. What do you type in the search bar? Do you type the name of the drug you think you need, or do you start with, “Why does my left side hurt?”
As a tech company, the product or service you offer is the prescription. Your potential buyers just don’t know they need it yet. You need content marketing to help bridge the gap between what people are searching for and what you’re offering.
For example, we consider this client post on how to eliminate render-blocking resources successful. It brings thousands of visitors a month.
What’s the secret? We wrote about a common problem. If you use Google’s PageSpeed Insights test, you’ll get a report like this:
One of the most common suggestions is to “eliminate render-blocking resources.” That post topic is a chance to connect the client’s offering with what customers need and are searching for.
Content Journey Lead Guide Lindsey Miller puts it this way:
“We target problems that our client’s ideal customers have. Then we give great answers, and Google rewards us.”
2. Content Marketing Builds Your Pipeline
Most people don’t get into the tech industry because they love cold-calling potential clients. Content marketing drives your inbound marketing engine, so leads find you instead of the other way around.
Creating engaging content that ranks well in search results leads to more website traffic. Use that traffic to build your sales pipeline by offering free trials, gated content, or strategy calls. Each person who fills out a contact form could be your next client.
But don’t get discouraged when someone downloads an e-book and doesn’t immediately make a purchase. Content marketing is about more than just getting search results. You also need to nurture leads until they’re ready to commit. Use your content marketing in email campaigns to keep your brand top-of-mind with your prospects.
3. Content Marketing Establishes Credibility
I don’t know much about cars, but I hope my mechanic does. For tech companies, combustion engines might seem less complex than software for your customers. Tech companies often sell products and services to people who are nervous about making a huge investment in technology that might not pan out. When buying a car, you can at least look under the hood and kick the tires, even if you don’t know anything about cars.
You can’t kick the tires on software or services. Content marketing that establishes your company as a thought leader makes you look more credible. The increased credibility can help persuade nervous buyers to trust your recommendations and solutions.
4. Content Marketing Makes Your Brand Relatable
People buy from companies that understand their problems. Content marketing helps you demonstrate to potential customers that you understand who they are and what problems they need help with.
Tech companies often lean too heavily into buzzwords and feature selling in their marketing. Review your website. How often do you see phrases like “best in class,” “fully optimized,” or “strategic solution”? Are you talking more about individual features of a product than the pain points those features solve?
Every blog post or web page should leave the reader thinking, “Wow, they really get this! That is a huge problem.”
No one wants to tell someone their baby is ugly, but if you don’t have relatable content, you could end up doing exactly that. Tech products and services often replace old systems. You never know who built the old system. It could be the buyer. If you start by telling someone how horrible their current system is and how they need something new, they’ll probably be a bit defensive. Instead, you need to create relatable content that illustrates the problems in their current setup. You need to gently guide them to the conclusion that they need a more modern tech stack.
How Tech Companies Can Get Started With Content Marketing
Knowing why your tech company needs content marketing is one thing. Getting started creating the content is another. Fortunately, we’re here to help. Your Content Journey guide will translate your technical product or service into engaging, relevant content for your target audience. Let us handle the research and writing, so you can focus on developing great products and services. Schedule an introductory call today.