What’s working in technology content marketing?

In today’s rapidly evolving marketing landscape, using the right strategies in technology content marketing can make all the difference. As marketing professionals, we understand that reaching potential customers with the right content at the right time is essential. Knowing your customers inside and out is at the heart of good content marketing.

On our recent webinar, “Trends in Marketing – What Works and What Doesn’t” our panelists debated shared what works in technology content marketing and marketing.

Our panel included a content marketing expert (Jeanne Grunert), an ABM Strategist (Melissa “Lisa” Watts), and our target customer, represented by Ryan Dube, a digital transformation director. Here, we summarize a portion of the webinar and share what works, with plenty of feedback from our target customer.

Five Content Marketing Tactics for the Technology Industry That WORK

  1. Webinars and Website Content: The Power Duo

Webinars and website content emerge as the dynamic duo in connecting with your target audience effectively. If webinars are on topic and focus on a technology, solution, or problem the target audience struggles with, they work well to engage customers.

Ryan, our subject matter expert, raved about webinars. “I love attending them because I’m not being “sold to” – I’m there to learn – and that’s key for me.”

Make sure your webinars are packed with information to make them effective for your audience to ensure they’re working for technology content marketing.

  1. No One-Size Fits All Content

One key takeaway from the conversation is the understanding that technology marketing success depends heavily on understanding the customer and marketing to them on a much more detailed, personal level than other forms of marketing.

 No longer can marketers rely on a “one-size-fits-all” approach. For instance, a Chief Marketing Officer (CMO) might engage with content on Instagram, gathering insights from different sources, while someone from an engineering background might seek data-driven content, such as cases, comparisons, charts, and technical information. Recognizing these nuances is essential for tailoring content to suit the preferences of the intended audience.

  1. Personalization and the Customer Journey

Personalization extends beyond just understanding the customer’s persona; it involves knowing where customers acquire their information and tailoring content delivery accordingly. This shift from broad outreach to targeted, relevant content addresses customers’ specific needs at different stages of their journey.

The customer journey encompasses various stages, such as the education phase, the consideration phase, and the decision-making phase. Effective content strategies must align with each of these stages to provide the right information at the right time, ultimately guiding potential customers toward a purchase decision.

  1. A Customer-Centric Approach to Technology Content Marketing

A central theme that resonates throughout the conversation is the importance of understanding the customer. Listening to their preferences, pain points, and preferred channels of information consumption is paramount. Content strategies must revolve around the customer’s needs, gaps, and challenges. Marketers must position themselves as solution providers who can bridge those gaps effectively.

  1. The Power of Engagement and Relevance

In a world where information is abundant, engagement and relevance are the cornerstones of successful content strategies. Engage with customers in meaningful ways, such as by attending conferences and industry events. By actively participating in the industry discourse, marketers can identify gaps and challenges that their solutions can address.

Technology Content Marketing – the Right Approach

The right approach to technology content marketing (and overall marketing into the tech industry) makes a big difference. Our panelists agreed: personalization, and a deep understanding of the target market, is essential for success. When you start with the customer’s problems, and think of them as an individual, your messages will resonate with them.