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