The 3 basics of technology content marketing

5 steps to inbound marketing success

Perfecting your technology content marketing.

It’s no secret that we’re all bombarded with content marketing everyday. How do you cut through the mountains of information to get your brand noticed?

It’s a question we’re always asked, and we’ve analysed all the projects we’ve worked on and developed what we think are the 3 basics for successful technology content marketing.

1. Align yours, and your organisation’s, expectations correctly.

Content marketing is just that, marketing. It’s not a miracle. Like any other type of marketing it needs a solid approach in order to generate the results you want. This means thinking about who you’re focusing on (focus being the key word here), how they are likely to absorb and digest content, and what results you think you can generate.

Do you need to create new content? Is what you have the right content? Just because it’s convenient for you, doesn’t mean it’s right for your audience. Make sure your content follows a flow that reflects how you would engage someone in real life. Creating gateway content such as animations or infographics, that lead a reader into more detailed, complex reports, typically gets you better leads.

It’s important to spend time on the planning and creation, so don’t expect results or action immediately. You need to research your audience, evaluate your content, craft the copy so that it works and adds value, and then work out the best way for your prospects to engage with it.

2. Make sure you generate, don’t regurgitate

Industry knowledge is critical if you want to create content that adds value. If your content is going to stand out, it needs to be different from other subject matter out there and offer something new and useful. You can’t do that if you don’t understand the industry you’re trying to engage, and using search engines to throw something together probably won’t help much.

Talk to people in your target industry, ask them how they work, what their day to day lives consist of, and see if you can create links and fresh ideas for them. You know your solutions in detail, and talking to people in the industry can spark ideas that lead your readers to new ways of working.

3. Think about distribution at the beginning, not the end

Great content deserves attention, and the distribution is as important as the content planning. Email works well, but is a push method and won’t pull brand new people to you. Audience profiling is key in deciding how you use the internet and social media to promote your content. Facebook works well for targeting individuals as individuals (i.e. salary surveys, job advice etc), or for micro SME business owners, but not so well for corporate targeting.

Linkedin is great for corporate targets – and has a wealth of options available to you for targeting. Sponsored updates work well, but your target group can’t be too niche or too small. If it is very small, then group discussions may work better for example.

You may also want to edit slightly how you promote the content across different channels, Twitter has the obvious character limit, but also other influences as you need to get retweets to reach new people so this can impact how you create the lead in to the material.

There are a lot of options to get your content out there, Adwords, Syndication, SEO etc and it’s easy to end up spending a lot, so planning this carefully is important. It’s important to understand that it can be a slow burn to get your content noticed, and testing different approaches will help you hone your copy and increase your results.

Following these basic steps should keep you on a successful path and get your content noticed, feel free to add any tips of your own!

This is a helpful report from the Content Marketing Institute, which explores current UK trends for content marketing, handy if you’re putting together a business case.


About the Author

Charlotte Graham-Cumming

Director, Ice Blue Sky Ltd

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