One of the most important things for any company trying to build up their brand in an ever-changing and saturated market is trust.
You need the people interacting with you to trust not only your products, but also your customer service, experience and skills. One of the best and most impactful ways of getting this across to your audience is through content.
Within the tech industry especially, consumers are looking for information. They don’t want endless sales pitches and advertisements - they just want to know who can answer their needs in the best way.
Content allows you to go much deeper with your information, giving them insights into your industry, your products and services, who you are as a business and what you stand for. It gives them the opportunity to get to know your business on a more personal level, connecting on shared interests and using this as a basis for forming a meaningful and long-lasting relationship.
Whether you’re creating blog posts, infographics, podcasts or videos, all of these different types of content work together to build an image of your company and encourage people to interact with you and your services.
But if you’re not sure where to start with content marketing, it can be an overwhelming mountain to overcome.
Content marketing is one of the leading strategies for improving brand awareness. In fact, Semrush has recently found that 97% of businesses have generated positive results from their content marketing efforts, up from 91% in the previous year.
The tech industry can be very complex and fast-paced, meaning that content is a particularly useful tool to illustrate more difficult concepts and bring ideas to life. For search engine optimisation especially, writing longer-form articles can boost your visibility online and provide useful information for your audience to move them through your sales funnel and convert them into customers.
Content marketing is also prevalent on social channels, where a strong and consistent presence can help keep you front of mind for your audience, as well as giving you a platform to showcase your ideas and who you are as a company. This is where you can really show your personality, with interactive content designed to get your audience more involved in what you do.
The more content you create, the more opportunities you build for conversations with your audience and the more people will start to see you as a trusted source of information. Afterall, if they can find the answers to all their questions with you, why would they need to speak to any of your competitors?
The first step you’ll need to take when building out your content strategy is to find out exactly what it is your audience wants to know. What questions are they asking on Google? How can your business answer these? Your ultimate goal is for your answers to be listed right at the top of Google on these search queries, and while this might take time, it’s definitely something worth investing some time and energy into.
You can then use this information to build out your content pillars and create a schedule for the content formats, the type of information you’ll be posting about and how often you’ll be doing it. Find out more about how to build a content strategy.
When it comes to building trust, audiences are looking for information that answers their questions in a clear and concise way, without industry specific jargon and complicated concepts, so make sure you keep this in mind when creating your content.
There are loads of different options when it comes to writing content for your tech company. This could include:
This is the content that stays relevant for a long time and can be really useful to have as part of the foundations of your content artillery. Things like frequently asked questions, industry terms and phrases, information on how your product or service solves a regular problem or how-to-guides all fall under evergreen content.
The truth is, people trust people. Recommendations and word of mouth are still some of the most effective forms of marketing, so why not take advantage of this! Case studies are a great way of bringing your products to life, using real-life examples of how they’ve helped your clients and how they could work for other businesses. It’s always great to see a bit of storytelling when it comes to case studies - not just stating the facts of the situation and how you helped to resolve an issue, but really bringing it to life with quotes from your clients and statistics.
The tech industry is almost never out of the news, with exciting and innovative ideas being talked about pretty much every day. It’s always good for a company to give their thoughts and insights into what’s going on in the world around them, helping to cement their position as a thought leader and showing that they’ve got their finger on the pulse of the industry.
As well as some of the lighter pieces of content that give insight into your brand and who you are, you’ll also want to include some of the more in-depth pieces that go into detail about your products, services, industry and field. These technical pieces are great for giving a deeper insight into how things work, and while the topic can be quite complex, there are plenty of ways to bring this content to life, for example using video, podcasts or webinars.
The great thing about content is that on the whole, once you’ve created it, it can be reused and recycled multiple times so you can keep getting the most out of it. For example, you’ve written a blog, why not create a video that explains the topic in more detail?
It’s also worth scheduling in regular content reviews to refresh any existing content (such as updating any statistics or other data), and have a general reccy on what you’ve got and where you can fill any gaps in your catalogue.