How Technology Brands Can Leverage Content Marketing
Copy House’s Managing Director, Kathryn Strachan, joined the Content Marketing Association’s (CMA) Content Breakfast: Technology webinar on Thursday morning to discuss how technology brands can leverage content marketing to bridge the gap between themselves and their audience.
In case you missed it, here is a recap of the key insights Kathryn shared, and a couple of bonus tips you can apply to your content marketing today.
Newer Technology Faces Unique Marketing Challenges
To kickstart her talk, Kathryn informed that technology brands tend to face a number of challenges when it comes to marketing. Deep technologies like Blockchain and Artificial Intelligence (AI) tend to have a slower adoption rate since people and businesses generally are used to a certain system and reluctant to trust new innovations. On top of that, sales cycles can last for 3-6 months for technology brands.
Kathryn continued to discuss how misconceptions and negative stereotypes such as “AI will replace humans” or “Blockchain is only for Bitcoin” often stand in the way of technology and FinTech brands.
How Content Marketing Overcomes These Challenges
Next, Kathryn moved on to inform the event saddened about how harnessing the power of content marketing helps technology and FinTech brands overcome these challenges.
Content marketing is about connecting with your audience and build brand awareness through valuable information. When done right, content marketing can bridge the gap between a brand and its target customer and boost SEO and SERP rankings at the same time. A great piece of content will continue to pull traffic to your site long after it’s published.
Kathryn stressed that for their content to be effective brand must create content that provides value at every step of the sales funnel. Whether they’re unfamiliar with the brand (Awareness Stage), considering becoming a customer (Consideration Stage), or are an existing client (Purchase Stage) brands can use content to nurture those relationships.
What content is best for each stage?
- Awareness: thought-leadership pieces, social media, SEO.
- Consideration: case studies, product landing pages, email campaigns, newsletters.
- Purchase: post-conversion emails, “How to” product guides.
How To Produce Effective Content
Kathryn then explained the key practices to make sure your content reaches and resonates with the right audience:
- Understand customer avatars to leverage emotional psychology. Who are you trying to reach and how can you make their lives better?
- Understand your core messaging. Define your brand mission and personality and make sure it’s communicated in your marketing messages.
- Set the foundation. Make sure your website is up to scratch and SEO optimised.
- Create a content strategy, so you have a clear plan for your content marketing and content distribution.
- Publish regularly to maintain momentum and improve your SEO score to rank higher on Google.
- Measure progress. Track how your content performs and adjust your strategy accordingly.
To wrap up, Kathryn shared her Top 3 pro tips for better content marketing:
- Ask the sales team what questions prospects normally ask them, to identify knowledge gaps you can fill and give the team helpful material to share with prospective clients.
- Use social media to discover what your audience is talking about and join the conversation.
- Promote the benefits of your solution and not the features.
Get the Most Out Of Your Content Marketing with Copy House
If you’re unsure if your marketing strategy is up to standard and getting you the return on investment you deserve, you can book a 30-minute free consultation with Copy House.
Our marketing experts will take a look at your marketing strategy to identify your strengths and give you tailored advice on how to improve for maximum ROI.