Content marketing for technical companies

Content MarketingFOR TECHNICAL COMPANIES

Rick Novy Tech and Copywriting www.novytechandcopy.com 480-342-7053

An Interesting Thought….

According to LinkedIn executive Jonathan Lister,

Research shows that consumers are 60% through the

buyer's journey before reaching out to brands for help on available options.

FastCompany.com "A Top LinkedIn Exec on Why Content Marketing Matters More than Ever," Jonathan Lister, May 10, 2013.

http://www.fastcompany.com/3009543/dialed/a-top-linkedin-exec-on-why-content-marketing-matters-more-than-ever accessed

28 November 2014.


http://www.fastcompany.com/3009543/dialed/a-top-linkedin-exec-on-why-content-marketing-matters-more-than-ever

That means 60% of the buyer’s

journey is completed without input

from your sales force.

But, does that mean you can’t influence

that first 60% of the buyer’s journey?


Content Marketing Means Engagement

We can engage those potential customers by providing quality content.

This isn’t about sales yet.

• Point them toward interesting articles to read.

• Show the human side of your company.

• Let people get to know your company’s personality.

Don’t people buy from those they trust?

Don’t people trust those they get to know?


Twenty years ago, people resisted

putting up a business website.

Today it’s an anomaly to find a

business without one.

Today, engagement is the rule, and yet businesses resist blogging and social media, or just don’t think they can find the time to post meaningful content.


“

”

I’m frustrated by lack of details

on a manufacturer’s website,

forcing me to search and search

to answer a simple question.

IN 2010, WASTED TALENT BLOG ASKED ENGINEERS WHAT PART OF YOUR JOB FRUSTRATES YOU MOST?

Engineers want to answer simple questions about your products.

They shouldn’t have to work hard to get those answers.


What tactics

are people

using today?

Savvy marketing

professionals

involved with technical

companies are using

content and social

media to engage

potential customers.

75%

78%

80%

80%

82%

84%

85%

86%

86%

91%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Articles on Other Websites

White Papers

Articles on Your Website

Webinars/Webcasts

In-Person Events

eNewsletters

Blogs

Case Studies

Videos

Social Media Content – Other than Blogs

PERCENT OF RESPONDENTS USING TACTIC

Most Commonly Used Content Marketing

Tactics

Source: Technology B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends – North America, Content Marketing Institute.


“

”

…but engineers don’t use social

media sites for work…

COMMON BELIEF

A full third of the traffic arriving at the EE Journal website originates from social media sources! Their write-up reports that establishing "a significant presence on Facebook, Twitter, Linkedin, Google+, Youtube –and a few other places we found [that] were significant strategic hangouts for engineers" resulted in a dramatic increase in "high-quality (engineering) traffic to our site.“

http://www.eejournal.com/media-kit/advertising/insider-archives/20140428-sayswho2/– 24 Apr, 2014, Accessed 21 Nov 2014


“

”

…even though engineers seldom

post, they are just as immersed in

consumption of social media as any

other demographic.

EE Journal believes that engineers are consuming content, but are invisible because they don’t post very often.

http://www.eejournal.com/media-kit/advertising/insider-archives/20140428-sayswho2/– 24 Apr, 2014, Accessed 21 Nov 2014


What we know so far…

• 60% of the Buyer’s Journey is Done Before Reaching out to Brands.

• Engagement during that first 60% is possible with Content Marketing.

• Engineers Want Easy Access to Information.

• Engineers Indeed Use Social Media.

• Good Content is Imperative for engagement.


Why Aren’t Tech

Companies Using

More Content

Marketing?

What are the

challenges?

Content marketing

makes great sense, yet

we don’t see full

engagement from the

economic sector that

should be all over this

tactic.

13%

17%

22%

28%

32%

40%

40%

42%

55%

58%

69%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Finding Trained Content Marketing

Professionals

Lack of Integration Across HR

Lack of Buy-in/Vision

Lack of Integration Across Marketing

Inability to Collect Information from SMEs

Inability to Measure Content Effectiveness

Lack of Budget

Producing a Variety of Content

Producing the Kind of Content that Engages

Producing Enough Content

Lack of Time

PERCENT OF RESPONDENTS EXPERIENCING CHALLENGE

Common Challenges in Content

Marketing



Outsourcing

is Often the

Answer

Challenges in

content

marketing can

be overcome by

outsourcing to

people skilled in

content creation.

5%

7%

9%

22%

34%

51%

74%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Measurement/Analytics

Content Planning & Strategy

Buyer Persona Creation

Editing

Content Distribution/Syndication

Design

Writing

PERCENT OF RESPONDENTS OUTSOURCING TASK

Commonly Outsourced Tasks



How Does Content Marketing Fit In

with SEO Optimization?

Google is constantly working to improve the user’s

experience. It’s getting more and more difficult to game

the search engines with black hat techniques.


There’s Good News…

Because Google is interested in improving the user’s experience, new,

original, and well-written content is golden.

A blog is the easiest way to continuously add new content to your

website, and the Google algorithms love new content.

But the content indeed must be original and high quality.


It All Fits Together into a Content

Marketing Strategy.


How is Your Company Doing?Is Your Blog Current?

Are you posting to your social media

accounts?

Are engineers finding the

information they need about your

products?

Rick Novy Tech and Copywriting, LLC

www.novytechandcopy.com

480-342-7053 [email protected]

For a more detailed

discussion, ask for a

copy of our white

paper, Content

Marketing for the Technical Company.

Business

Content marketing for technical companies