Einstein once said, “If you cannot explain it simply, you don’t understand it well enough”. Distilling technical complexity behind sophisticated products and services is especially difficult for marketers lacking deep insights into tech. It takes special skills, background, expertise and understanding to get technical content marketing right.
Technical marketing focuses on how the operation of the technology brings value to end-users. Unlike general marketing, technical marketing goes into detail and is essential when the user base is well informed about the science behind the products and services. It aims to engage, attract and delight technical audiences making it a key part of the overall marketing strategy of tech companies.
Understanding the different types of customers (personas) who will use our products or services is essential as our efforts to target them properly. The better we define our customer avatars, the better we can judge what content platforms to target them through: white papers, case studies, success stories, conference papers, web/magazine articles, blog posts, social media content, or eBooks. Properly taking the buyer from interest to final sale and retention is an art and science. It needs to be planned meticulously with use cases and scenarios for the different personas. We need suitable technical content for each stage and we need some to delight them for retention at the end of the customer journey.
To execute our technical content marketing strategy. we need to develop good presentation skills to deliver our conference papers and other technical content publicly in in conferences, trade shows, online or face-to-face technical training. Effectively executing technical content marketing strategy needs a holistic view of the wider business and industry; product’s profitability, use cases; competitor’s offering, etc.
We need to understand how our products’ features solve the customers’ pain points in concrete ways. By positioning ourselves as our prospect’s problem solvers we get to understand their technical and business challenges, allowing us to develop our services and products in that direction. Being empathetic, honest, helpful and understanding with the prospects will help them gain our trust, causing them to keep coming to us for advice and solutions.
At the end of the day, as technical marketing managers. We need to develop an effective strategy based on our planning skills. All the best content is useless without a practical technical content marketing strategy to use it effectively to increase clients and sales. Proper planning needs investment in time, resources and market research so that the crafted strategy fits well with the greater business objectives.
A well-planned technical marketing strategy can continuously bring in better prospects while projecting us the thought leader in our niches that we are. By designing a good strategy, we can rise head and shoulders over the competition to present an exciting and absorbing message to our readers.
Lucid Eloquence offers growing geospatial/tech/oil & gas innovators the possibility to become thought leaders in their niches. We do this by researching and developing creative technical content for content marketing. www.lucid-eloquence.com
In the past, marketing was done heavily based on off-line, traditional means: networking, word of mouth, advertisements, public relations, etc. Nowadays, a lot more is done digitally on-line. Part of digital marketing is content marketing.
Content marketing educates, inspires or provide solutions to companies in our niche. The content is of genuine value like a white paper discussing the legal aspects on a new drone legislation, an a success story of how our client became efficient and safe while saving money, or perhaps an eBook demonstrating how to best use our main product. Content marketing does not sell directly like advertisements. Rather, it seeks to establish us as thought leaders who the community come for solutions.
Content marketing can be effective when done digitally on-line. Technical content is best appreciated on-line which is the platform for all the tech-savvy community. It takes technical and creative writing excellence as well as subject matter expertise to deliver quality technical content marketing material.
Lucid Eloquence has exactly that...
Have you ever wondered what exactly do the two adjectives Lucid and Eloquence mean?
Lucid is something that is very clear and easily understood. For example, we can say that a company's vision is lucid. Whereas eloquence means being very articulate, expressive and meaningful in speech. For example, some people may describe Rumi's poetry as being eloquent.
Today, Lucid Eloquence (www.lucid-eloquence.com) and NTek Solutions, Inc. (www.nteksolutions.net) developed a memorandum of understanding to support each other in content writing and business development.
Lucid Eloquence delivers technical and creative content writing while NTek Solutions, Inc. is a regional IT services provider in the Middle East with offices in UAE, Kuwait and Bahrain.
The technical writers found in the market today may have majored in English, journalism, writing or the liberal arts. Typically, they do not have technical training, background and experience. They may neither have working experience nor depth in the oil and gas industry they write about. A technical writer might not necessarily be creative. They may not grab the reader’s attention and lead them where they wish.
There might be others who have technical qualifications and experience but might not understand their industry or might not be skilled enough in writing. Finally, some have industrial depth but are not experts in technology, while lacking the ability to research and write so creatively so as to convince the reader to take action. Even if they do, they might lack business/marketing acumen to sense how to leverage their narratives to constantly serve and engage clients/leads.
It takes a team of engineers, IT professionals, industry domain experts, technical writers, creative writers, business development/marketing personnel working closely together to write effective content for content marketing. Getting them to work together and deliver quality work by management is usually inefficient and tedious. These are some of the challenges in producing good technical content for content marketing.
Imagine overcoming these challenges efficiently with integrity, quality and obsessive client focus. Lucid Eloquence produces content marketing materials for technology companies operating in the oil and non oil sectors. We deliver convincing, attention-grabbing, creative content that compels the reader. To do this, we leverage our in-house expertise in research, writing, engineering, technologies and geospatial innovations for the oil and gas domain.
Lucid Eloquence’s skills have been honed through: