How To Implement Content Marketing for Tech Companies: 10 Tips

Today’s tech companies owe their growth and success to implementing a robust content strategy. Content marketing for tech companies has been one of the biggest game changers for businesses like SaaS, fintech, B2B, and others that recognize the value of content in connecting with their target audiences.

Decision makers at tech companies, in most cases, already understand the benefits that content marketing provides. Their audiences expect them to create this informational content, which allows them to learn and engage with their favorite and up-and-coming tech brands. The tech industry and content are virtually made for each other.

Here’s a breakdown of how your technology business can efficiently adopt a content marketing strategy by offering solutions to your target audience’s pain points, generating leads, and building relationships with them to strengthen customer loyalty.

1. Make Your Brand the Thought Leader

In the competitive tech industry, establishing your brand as a thought leader is crucial to gaining a competitive edge. By positioning your company as an expert in its field, you not only enhance brand visibility but also build trust and credibility among potential customers. There are several key strategies to make your brand the thought leader in the tech industry.

Man and woman working on laptops as they think about content marketing for tech companies.

It’s essential to project a consistent brand voice that reflects your company's values, mission, and unique perspective. This voice should be reflected in all your content and communications, online and offline. Consistency helps establish familiarity and strengthens brand recognition.

Observing and interacting with larger tech brands can provide valuable insights and inspiration for your own content strategy. Networking with industry experts and peers allows you to stay updated on the latest trends and forge partnerships that can amplify your influence.

Original content creation is another vital component of thought leadership. By producing high-quality, informative, and engaging content, such as blog posts, articles, and videos, you can establish your expertise and position your brand as a go-to resource for industry insights. Don't shy away from making new or even controversial assertions and presenting innovative ideas. Encourage feedback from your readers, as it not only helps you improve but also enhances engagement and fosters a sense of community.

2. Use Different Forms of Content

People enjoy diversity in what they’re consuming. It’s no different with your technology clients. There’s also the fact that your audience hangs out in different places online. By using different forms of content, you get to reach them in more places online.

Here’s a look at several types of content and in which marketing channels you can use them to reach your technology audience:

Blogs — Organic search on search engines like Google and Bing; excellent for top of the funnel content
Video — Your website, your YouTube channel, and your social media platforms
Case studies — Your landing pages, sales pages, and product pages; excellent for middle and bottom of the funnel content
Ebooks and White papers — Your homepage and landing pages; good for your sales team to use to move leads down your sales funnel
Social media content — Social platforms like X or Twitter, Facebook, Instagram, LinkedIn, Pinterest
Email — In email newsletters, updates, product announcements, and more
Infographics — Your blog, website, emails, case studies, anyplace where complicated topics need a visual breakdown
User-generated content — Videos, images, and testimonials of your target audience using your product or service in use

Harness a multitude of content types to maximize your brand awareness with your target audience. This is crucial if you want to do content marketing for tech companies right.

3. Become a Phenomenal Storyteller

For your brand to become a phenomenal storyteller in technology, it's crucial to understand the power of compelling narratives.

Science understands that one of the best ways to gain people’s attention is via storytelling. Human brains are hardwired this way, so it makes sense that, to attract your target audience, you need to weave in storytelling within your content marketing materials and campaigns.

A book open and held by two hands on top of bed covers.

Develop a storyteller’s focus in your content by homing in on why you started your tech company, what the motivation was behind your founding of it, your history and narrative, the kinds of stories your ideal customer profiles are already interested in, and the kinds of stories your leads and current customers are already sharing with their friends, colleagues, and family.

Content types like case studies and testimonials excel in this aim.

4. Make Your Content Evergreen

Evergreen content refers to content that remains relevant and valuable to your target audience over time.

Tech companies can greatly benefit from producing evergreen content for several reasons. It helps establish your company as a thought leader and authoritative source in the industry. By consistently creating content that addresses the pain points and challenges of your potential customers, you position your brand as a reliable and trusted advisor over the long term.

Evergreen content provides long-term value, too. Unlike topical content that may become outdated quickly, evergreen content continues to attract and engage readers and prospective customers long after it’s published. This means that you can continue to generate organic traffic, leads, and conversions from your evergreen content without constantly needing to produce new material and with only minimal updates.

Evergreen content often results in higher search engine rankings because search engines like Google also realize the value of timeless content. By optimizing your evergreen content with relevant keywords, authoritative information on a topic, and ensuring it’s well-distributed across various channels, you increase your chances of being found by potential tech customers who are actively searching for information related to your industry.

5. Speak to Your Target Audience With Personalization

For content marketing for tech companies to be truly effective, you need to personalize it. Lean on your ideal customer profiles and knowledge about their buyer’s journey to customize content to their sensibilities. The more you’re able to craft content with personalization, the more you can address your customers’ pain points and make them aware that your technology brand understands and can solve their problems.

A team of marketers inside a glass office with orange walls, planning their content marketing for tech companies strategy.

When developing your content marketing materials and campaigns for your technology audience, don’t rely on a one-size-fits-all model. This isn’t mass marketing for a general audience.

Craft content specifically for the B2B decision maker who needs to understand why your SaaS solution will increase his profits. In another context, craft content for the small and medium-sized business owner who has to find a secure and fast payment solution for their online business.

That’s why getting help from your ideal customer profiles is beneficial when personalizing content: It lets you tailor content to your audience’s needs.

6. Showcase Case Studies and Testimonials

These elements play a crucial role in building credibility and providing social proof to potential customers.

Case studies allow tech companies to present real-life examples of how their solutions have helped other businesses and individuals overcome challenges and achieve success. By sharing detailed stories of actual client experiences, these case studies demonstrate the value and effectiveness of your company's products or services. This builds trust and credibility with prospects who are researching potential technology solutions.

Testimonials further reinforce this credibility and social proof. Positive feedback and endorsements from satisfied customers serve as powerful endorsements for a tech company's offerings. When potential customers see that others have had a positive experience and achieved their desired outcomes, they are more likely to trust the company and consider it as a viable solution.

The direct impact of case studies and testimonials on converting leads into customers cannot be overstated. By showcasing these success stories, tech companies can address potential objections and alleviate doubts that prospects may have. This helps to overcome barriers in the decision-making process and encourages leads to take the next step towards becoming customers.

7. Educate and Inform Your Audience

The content you publish under your brand needs to serve a purpose. Content marketing for tech companies is rooted in the principle that your content needs to provide valuable information to your target audience. This information can be presented in a number of ways:

An audience of people listening to a speaker.

Answer the questions your target audience has
Address and provide solutions for the problems your customers have
Explain how your product or service answer the questions and addresses the pain points of your target audience

Content that accomplishes any of these three bullets is content that resonates with your audience. It’s the kind of content that builds relationships with them through engagement, which also shows that your brand understands them. It’s the type of content that moves them to the bottom of your sales funnel and prompts them to convert.

8. Invest in Top of the Funnel Content

Before you can nurture your leads down to the bottom of your sales funnel, you have to persuade them to enter through the top of your sales funnel. There is no better way than using content that attracts leads to you during this, the awareness stage of their buyer’s journey.

During this awareness stage, your leads are introduced to your brand via an informational piece of content you’re created.

Here are some examples of top of the funnel content:

Blogs and blog posts — The ultimate top of the funnel content examples are blogs and blog posts. People searching for answers find you via search queries on Google.
Social media content — Your social media presence is a driver of a potentially huge amount of leads, depending on the amount of followers and reach you have.
Videos — Videos, like explainer videos, are ideal for top of the funnel because they show your leads how they can get the most out of your product or service.
Infographics — Infographics take hard-to-understand material and display them in easy-to-understand, colorful, and visual representations of a topic.
Demos — Demos let your leads test your product or service before making a buying commitment. Demos are ideal on your homepage, landing page, or YouTube channel.
Webinars — Invite your leads to engage with your brand on webinars. Your leads can also rewatch the webinar after it’s over.
Podcasts — Show off your authority on subject with an accessible conversation or monologue around a specific topic. Podcasts are usually free and efficiently distributed across many channels.

9. Publish More In-Depth Technical Content

Another strong way to ensure your tech brand stands out is to dig deep into the exclusive knowhow that the members of your team have, as tech leaders. Go away from the more generic content and home in on the expertise that the culture at your tech company can provide in terms of insight in the content you create and publish.

For example, you could interview tech experts at your company that understand the nuances of getting the most from using your product or service. Take their interviews and turn them into explainer or how-to videos, long-form blog posts, or informative podcasts.

Don’t make the mistake of thinking your audience will be turned off by your deep-dive insights into how to use your product or service properly. If anything, they’ll really appreciate learning about how to master the technology of your brand, which they already see as providing them with solutions to their problems. In-depth technical content should be popular with your target audience. Create more of it, today.

10. Be Social

Social media is where your tech customers are. If you want content marketing for tech companies to be a success at your organization, then you have to prioritize social media as a way to reach to them, educate them, and build relationships with them that can result in purchases.

Consider this stat: 54% of social users rely on social media to research products while 68% have actually purchased directly from a social platform.

Produce content for your social channels. Curate the content on your social profiles regularly on a daily basis. Answer your customers’ questions and address their concerns. Provide high-quality customer service to any concerns they ask you about publicly your DM you about.

Social media offers too many opportunities for your tech brand to ignore.

Frequently Asked Questions

Here’s additional insight for questions that decision makers at tech companies are curious about.

Q: How Much Should a Tech Company Spend on Content Marketing?

A: Take your overall marketing budget and devote a portion of this to content marketing for tech companies. For tech businesses in general, it’s about 10% of your marketing budget. Paradoxically, the bigger your company is, the less you may have to spend, on average, on content marketing, just because your brand is more well-known than smaller and midsized tech companies, which need to devote a bigger portion of their monthly spending to content marketing.

Q: What Are All the Marketing Options for Tech Companies?

A: If you’re a tech company, your marketing isn’t limited to just content—although that’s a significant part of it.

Middle-aged woman talking into a smartphone, on a stand, recording her.

Besides content marketing, other options for you to explore include digital marketing (including paid ads like Google Ads), public relations and press releases, influencer marketing, crisis communication and reputation management, website development (website redesigns for optimization), and video marketing.

Q: What Are the Five Pillars of Content Marketing?

A: No matter what specific tech industry your company operates out of, there are always foundational pillars of each content marketing campaign you have to do well to get results. These are understanding your target audience, mapping your content to your sales cycle, creating your content, promoting it, and finally measuring and analyzing each campaign and piece of content you’ve ever created and published. Take care to do this for each campaign, and watch your results get better.

Content Marketing for Tech Companies: It’s the Game Changer

You now have a strong idea of what content your tech audience is looking for and how to use that across multiple channels. No matter what industry you operate in, whether that’s fintech, edtech, SaaS, or B2B, the rules for creating stellar content that has a positive impact on your bottom line remain the same.

To implement the 10 content marketing tips discussed above, it’s helpful to also implement tools like a content calendar and the Kanban method to ensure that your content production, publishing, promotion, and monitoring schedule goes off without a hitch.

If you’re searching for an expert content marketing agency you can partner with to manage your entire content marketing campaigns at your tech company, then reach out to us today. Contact The Glorious Company today for a no-obligation consultation and estimate.

Have any questions? Keep the conversation going by leaving a comment below.

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