No tech brand worth their salt can afford to overlook the importance of content in their marketing materials.
When it comes to championing expertise in your field and advertising to customers or potential business partners, it’s essential to ensure a steady stream of content – from blogs and long-form articles to videos, social posts, and even e-books (if the subject matter warrants it).
However, the task of ensuring that your content output is regular, timely, and consistent is all incumbent upon having a detailed content planning strategy. This will allow you to anticipate emerging trends and react to them accordingly, while ensuring that your content strategy takes the full marketing funnel into account.
In this article, we’ll break down the advantages a thorough content planning strategy can confer on those who choose to adopt one, and what the ideal content marketing plan looks like for tech brands. Read on to learn more.
So, before we launch into a discussion about how to build a truly unbeatable content marketing strategy, let’s first tackle the ‘why’ behind them. What kind of gains can a content marketing plan grant companies in the super-competitive tech space?
First of all, developing a firm content strategy involves understanding the needs and wants of your target audience, not to mention their demographic information, behaviours and motivations. By building strong audience personas in the initial strategy phase of your content marketing planning, you’ll be better equipped to understand who you are speaking to and answer those needs accordingly through tailored content, products, or services.
Second of all, the more meticulous your marketing content plan is, the more seamless the marketing funnel will be. By planning for as many eventualities as possible, you’ll be able to ensure that you can capture high-quality leads at all stages of the marketing funnel. This aspect of content strategy is all too important in the tech landscape, where marketers often have to communicate extremely dense topics and explain the innate complexity of the latest cutting-edge innovations.
Thirdly, an effective content marketing plan can help your company boost its brand awareness and reputation, while also showcasing its brand values, by joining important conversations and dialogues during key calendar events.
For instance, this could mean publishing a recap or write-up following a major industry event, highlighting your commitment to diversity and inclusion during Pride month, or to sustainable business practices during Earth Day. In doing so, you’ll be able to attract more customers who share these values and ensure long-term sales and retention by establishing trust.
It’s all achievable by delivering the right content to the right people at the right time, and that takes forward planning. So, what does a truly effective content marketing plan look like in terms of the tech sector?
For starters, as mentioned above, before writing even one line of copy, you should aim to know your target audience inside-out and back to front.
A solid content plan should be built upon a rich foundation of audience research, stemming from polls, academic studies, and customer data. Is there one distinct audience that you want your content to reach, or are you juggling a number of different viewer types depending on the context and subject matter? For that matter, are you communicating with consumers, or other tech enterprises? Your marketing plan and strategy should take all the above into account.
Next, a great content plan should consist of a clear roadmap to key objectives, and contain concrete and measurable metrics by which your brand can judge the success or failure of your ongoing content stream. So, when building your content plan, you should aim to set SMART goals — specific, measurable, achievable, relevant, and time-bound.
A good content plan should also be informed by your existing content. Undertake a thorough audit of the content that currently sits on your website or platform, and employ analytics to see what content has struck a chord with your target audience already, and what content has underperformed. In this way, you’ll also be able to see which content formats have resonated the best, and will be able to respond with more of the same accordingly.
Finally, a good content marketing strategy shouldn’t neglect the importance of SEO, particularly with so many trending topics in the world of tech. The top search terms are becoming ever more sought-after by brands looking to rank highly in their chosen topic, so a good strategy will plan around content that can be crafted with more-accessible, lower-ranked keywords in mind.
We’re currently living through an unprecedented period of change and innovation in the tech industry. But with so many players now working in the space, it can be extremely tough for individual brands to stand out from the crowd and have their voices heard. That’s why a content marketing plan is essential when it comes to championing your products or services.
If you’re struggling to craft your own tech content marketing strategy, hiring a marketing consultant with a proven track record working with other major clients could answer your prayers. CopyHouse is one such agency. Our highly-qualified team of creatives are adept at analysing your existing content, your previous marketing materials and campaigns, as well as your brand and target audience. From there, we can help you develop a masterful strategy that will put your enterprise on the map.
Whether you need captivating videos, informative infographics, insightful white papers, or targeted social media and message campaigns, we'll take your ideas from conception to completion.
So, if you'd like to take advantage of our content strategy and copywriting services, don't hesitate a moment longer: get in touch with us today.
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