Content Marketing Tips for Tech Brands with a Non-Tech Audience
While every brand and business faces their own unique set of challenges when it comes to content marketing and Social Media Marketing, tech brands face a particularly difficult task with the content that they create and share. While they seek to be authorities within their own niche market, and want to position themselves as thought-leaders within their industry, tech businesses also need to create content that will resonate with an audience who is not necessarily technically minded.
The challenge with content marketing for tech firms and brands is to find a way to break out of the narrow margin their technical content occupies in order to cover a broader range of topics to appeal to and engage with, a larger audience. This needs to be done will still maintaining your brand's voice and your integrity as a tech brand offering a technical product or service.
An great example of a brand that has done this effectively is HubSpot. As a digital marketing professional, the idea that HubSpot is a technical brand offering marketing software, might seem foreign to you. HubSpot has established themselves as an all-around marketing resource where we go for information and advice. This is the paradigm that tech brands want to reach with their content marketing.
So, how do tech brands engage audiences effectively with content marketing? In this article, we share our four best tips for marketing technical content to non-technical audiences.
Content Marketing for When Your Product is Technical but You Audience Isn't
Broaden the Scope of Your Content: Something that we come across with many of the tech brands that we consult with is they assume that, in order to be relevant to their target audience, they must cover a narrow range of topics relating exclusively to the solutions that their product or service offers in the lives of their readers.
This is inaccurate. In fact, we actively discourage brands and businesses that we work with from using their content as a sales pitch for their product as this only serves to turn your audience off of your content. Of course this doesn't mean that you shouldn't be including a clear call-to-action in your content, it just means that your content should be of value to your readers on a deeper level than just serving as an introduction to your brand, your products or your services.
Going back to the HubSpot example, perusing their blog gives you an idea of the breadth of topics they cover. The wide range of topics that they offer serve as resources for marketers operating in a number of different niche markets within the digital landscape, including Social Media Marketing, content marketing, search engine optimisation and so much more.
The Take Away: When your marketing team sits down to brainstorm and chisel out a content marketing strategy for your business, think outside the scope of your products and services. Think about who your ideal customer is, and consider what they might need in the portions of their lives where they aren't using your product or service. Create content that meets those needs, in addition to the tech-heavy content that serves to introduce them to your brand and establishes you as an expert in your field.
Speak Your Audience's Language: With tech businesses, their products and services often involve highly-skilled processes and procedures. This means that, as tech professionals interact with one another, a lot of tech jargon gets tossed around. While people with an intimate knowledge of your niche market or industry might understand the jargon specific to your tech industry, most lay people won't.
It's important, when creating content for your tech brand or business, that you step outside of yourself and create content that is easy to understand so that most people will be able to understand the message you are conveying. Of course, this doesn't mean you have to "dumb down" all of your content for us mere mortals. It is beneficial to your business to establish yourself as an expert in your industry, and tech-heavy jargon plays a role in doing that. This just means you will need to create content that walks the thin line between showing off your skills and knowledge and causing your audience to click off of your page because your content is going over their heads.
Speaking your audience's language also has SEO benefits and will help your audience find your site. To this end, it is beneficial for you to create content in plain language that your ideal customer will search for when looking for a tech company that offers your product or service.
The Take Away: Your content needs to serve your audience and serve your brand. The only way that your content is going to serve your audience is by being of use to them. The way that your content is going to serve your brand is by engaging your audience, driving traffic to your website and establishing yourself as an expert in your field. Only one of these benefits require you to show off the knowledge you have of your niche market with jargon. This this in mind, it is important to create content appropriately.
Humanise Your Content With Storytelling: Storytelling gets a lot of buzz within the scheme of content marketing and for good reason - it's effective. While the tech industry might not immediately seem to lend itself to this sort of content marketing, with a little creativity and ingenuity, tech industries will find they have many stories to tell.
The Take Away: Every product or service has an inspiration. What inspired your tech brand? Who is your founder? Do they have a story to tell? You could also reach out to your customers and clients and share the story of how they use your product or service.
Ask Your Audience for Engagement: While it may already be apparent to you that engagement is the prize we are after with content marketing, what may be less obvious is that asking for it is the best way to get it.
There a number of ways that your tech brand can ask for, or encourage engagement from your audience. You can take the direct approach and ask for audience feedback in the form of comments or questions. You can create entire Facebook or Twitter posts asking for your audience's participation, or just invite comments at the end of each blog you create.
Social Media provides you with fun and exciting ways to engage your audience. Tools like Facebook Live, Instagram Stories and Google Hangouts offer a unique way of making connecttions with and engaging your audience.
The Take Away: With content marketing, whether your business operates in the tech industry or not, you need to use your content as a way of speaking WITH your audience, not AT your audience.
To learn more about content marketing for tech brands, or to find out about the content marketing services that we offer here at SoBu Social Media Marketing, contact us here. One of our friendly account managers will be happy to answer any question you might have.