“How are we supposed to produce all we need for our tech content marketing programs?”
“I’ve finally got the budget for it, but now I can’t find enough copywriters to help me produce everything I need!”
“The content I’ve got is all right, but it’s not really connecting with our tech buying audience. How can I change that?”
Over 15 companies have come to me and said the exact, same thing – frustrated that they couldn’t get traction with their tech content marketing programs. You’re probably feeling the same way.
You should be researching content management strategies for your business. You should interview and hire content marketing experts and writers that can help you keep your programs moving forward. You should take the time to document your content marketing strategy so upper management understands how it can help your tech business achieve the goals you set.
But there’s just no time. You know your time is valuable, but you’re just not seeing the return on your content marketing activities.
So you dabble. You blindly write blog posts you hope your audience reads, instead of working on the content marketing channels that are proven to be the most effective in your tech marketing.
So, how are my clients doing it? Where do they get the customized strategies that work for their tech business, bringing them actual results?
The Secret to a Solid ROI on Tech Content Marketing
I’ll let you in on the secret I tell all my tech company clients: the secret to a solid ROI on tech content marketing is to go all in.
My clients have made the decision to invest in their content marketing programs, which is generating more leads and increasing their revenue. Upper management finally understands what content marketing can do for their tech business and see it as a viable option for them. They decide to go ALL IN on content marketing and are committed to doing it right.
It solves these common tech content marketing obstacles:
- Misunderstanding the concepts behind content marketing – It’s not just publishing blog posts or “telling stories”. The Content Marketing Institute defines it as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.” You need to understand it’s a mindset, not simply something you “do”. A strategy that needs buy-in and participation from everyone in your marketing department.
- Not knowing who your audience is– If you’re publishing content that doesn’t connect with your target audience, they’ll stop reading your posts and eBooks, and most likely, unsubscribe in short order. You need to publish the content that your audience is looking for, not the content you think they need.
- Ignoring your online data – Today’s online website tools give you a ton of data you could be using to develop your content marketing strategy. But most tech companies ignore it completely, publishing what you ‘think’ feels right. No wonder you give up on your programs so quickly! You need to improve your content marketing strategy based on data from analytics.
- Spreading yourself too thin – You’re probably thinking that “more is better” when it comes to your content marketing. In fact, tech marketers are publishing on an average of 14 different channels, which means you need a lot of writers producing a lot of content all the time – and the strategy to support all this work.
- Not documenting their content marketing strategy – As with most things, if you don’t write it down. you’ll never do it. Only 36% of you have documented your strategies, while almost half say you’ve created one but not written it down. Tech companies that documented their content marketing strategies have more success with it and feel more confident with their work.
Once my tech clients took action to overcome these 5 obstacles, they had more success with their tech content marketing programs.
“Julia’s a conscientious & high-quality writer. I was so impressed with her writing skills and I highly recommend her looking to add content that drives audiences to your business.” – Ashley Ragland, Content Marketing Manager, HappyFox
“Did we ever score with Julia. She’s knowledgeable about technology & copywriting, and passionate about helping her clients.”- Keri LaRue, Founder, Catalyst Marketing Group