Like all other companies, technology companies’ marketing hinges on quality content. Creating thought-provoking articles, innovative videos, and highly converting ads is the best way of generating traffic and awareness for your brand. However, to get to that point, it takes a lot of planning and experience.
Technology marketers need to form an optimal strategy for their brand and choose the right channels. They should also be well aware of their target audience to ensure maximum conversions. About 40% of all B2Bs have a documented approach, which is why you should also take the issue seriously if you wish to remain competitive.
In this guide, we’ll talk about some of the most popular formats you can use to acquire technology clients. We’ll also share a few tricks that will help you create an actionable content strategy.
5 Most Popular Technology Content Marketing Channels and Formats
Content comes in all sorts of shapes and forms. Depending on your Technology company’s content marketing strategy, you might pursue blog posts, social media ads and organic posts, search ads, email sequences, and other formats. We will explain all options regarding specific channels:
1. Search Engine Optimization (SEO)
Blog posts, guest posts, infographics, videos, white papers
SEO content marketing strategy revolves, for the most part, around the creation of blog posts. Marketers use them as a “beacon” for driving website traffic from search engines and converting users from other sources.
On average, it takes a content writer 4 hours to create a new piece, while an average reader will go through it in less than 52 seconds. Although this might sound discouraging, a managed service provider should try to maximize user engagement and links to appear higher in Google. You should always remember that some of these users will become your clients eventually, making it all worthwhile.
Besides blog posts, marketers use other formats for this particular technology content marketing tactic. For example, they use guest posts to acquire links from other sites and to boost direct traffic. White papers are an advanced type of blog post, garnering much more attention from the general public.
You can also introduce interactive content to your pages, such as videos and infographics, to achieve different goals. Even if a piece doesn’t provide a direct impact on your organic traffic, it might still promote your technology company website in some other manner.
2. Social Media Marketing (SMM)
Social posts, social videos, images
When we mention social media marketing, we primarily refer to organic strategies for increasing followership and driving traffic to your site. Sites like Meta, X, and Instagram might not be the best choice for promoting technology services and solutions, but people expect that you have active accounts on these platforms.
These platforms are especially valuable for getting in touch with prospective customers. Given that email communication is often clunky, potential clients usually turn to these platforms to quickly get answers to their questions. Because of that, you should always have updated, engaging content so you can project success.
It’s worth mentioning that social media gives you much less flexibility when choosing formats. Most marketers nowadays use short videos that can easily be shared on other platforms. Intriguing images with stats might also work well for your technology content marketing strategy, while businesses rarely use vanilla written posts.
3. Social Media Advertising
Social posts, social videos, images
Advertising on social media is similar to the creation of organic posts (at least in terms of format). MSPs combine images, videos, and text to generate leads for their businesses. Unlike organic marketing tactics, advertising is much more straightforward and yields faster results.
Social ads account for almost 29% of average marketing spending. With over 5 billion people frequenting social platforms, this means your message can be seen by every second person in the world.
Unfortunately, using paid advertising on social media for technology companies can be tricky. Simply put, this isn’t the type of service people expect to see on their Meta or X thread. Because of that, we suggest prioritizing some other tactics or, if you’re curious, allocating a limited budget for this activity.
4. Search Engine Marketing (SEM)
Textual ads
SEM is a term we use for any type of search engine promotion, but, in practice, it mainly refers to paid ads in Google. This content comes only in textual form, and it allows businesses to occupy top spots for lucrative keywords. When coupled with a quality SEO strategy, it allows marketers to completely dominate transactional keywords and find their target audience.
Similar to social advertisements, paid ads in Google (also referred to as pay-per-click or PPC) allow technology companies to focus on prospective customers. They allow brands to convert organic traffic by guiding users from search engine results pages to valuable content on their sites.
However, there’s more to search ads than simple sales. According to study data, 80% of businesses have reported an increase in brand awareness after posting these messages online. The promotional tactic is especially great for managed services as it allows brands to gain clients without extensive marketing efforts.
With the improvements to AI tools, you can now test your paid ads before posting them. That way, you can maximize your budget and simplify the content creation process.
5. Email Marketing
Textual content
Email marketing strategy is commonly used in conjunction with other tactics and content formats. It allows companies to pitch prospects and retain existing customers through thoughtful, well-placed messages. Technology companies can even use modern AI tools to streamline the entire process, from prospecting to creating content and sending it to recipients.
Email marketing is perfect for sales teams. Business owners can use it to connect with unknown users and get them acquainted with their offer. It’s worth noting that email marketing campaigns usually have extremely low conversion rates, and you need to send messages to thousands of people just to make any impact.
Creating Technology Content Marketing Strategy
The best way of generating quality leads for your technology business is through proper strategy. It isn’t enough to be a great writer or video editor; you also need to ensure your messages resonate with the wider audience and potential clients. That being said, these are the things you need to do to create a perfect marketing funnel!
Consider Your Goals
First off, you need to determine what you wish to achieve with your content. For example, increasing brand awareness requires a completely different approach compared to selling services. Most businesses use the “spray-and-pray” method, where they will create content for all sorts of channels and try to acquire any traffic they can get their hands on.
As you’ll soon realize, dividing your attention usually results in subpar results across the board. Instead of having one powerful channel, you’ll have a bunch of non-related contacts posted on social, websites, and ad platforms. These are things you need to consider in terms of goals and content formats:
You should also use communication platforms, like Slack, and project management systems to onboard your new marketers. Get them acquainted with other team members and get them in the loop as soon as possible.
Research Target Audience
The next step is researching the technology company target audience. Like with traditional marketing, you need to know who you’re pitching so that the message resonates with that segment of the population. You need to take into account numerous factors, including:
Nowadays, you have a few incredible project management tools that will assist you with content scheduling. We suggest using Trello or Monday, as two of the best programs in this vertical.
Create a Content Process
There are many reasons why the structured content creation process beats the alternative. By creating a set procedure, your team can experience the following benefits:
- Have similarly structured content on all platforms
- Make it easier for users to read several articles during one visit
- Implement the best marketing and SEO practices
- Improve the readability, engagement, and authority of your posts
- Create content clusters for better conversion
By implementing a set of rules, each piece you post on your site and social media will resemble the previous one. Even if you have several authors on your team, visitors won’t experience a major drop-off in quality and form. This small trick will boost your conversion and long-term retention.
When all posts resemble one another, it’s also easier to perform content analysis. For example, if all pieces are failing across the board, this is a clear indication that the process is faulty. On the other hand, if every writer used his own rules, it would be much harder to determine whether you’re succeeding due to a writer’s skill, marketing practices, or formatting.
Once you create a winning formula, we suggest you save it in a doc file so you can easily share it with all writers.
Analyze Results
When analyzing results, you need to consider your goals. Having a high number of impressions might not be good for brands who want to maximize sales, but it can show major progress for businesses who want to increase awareness. You should also consider results in comparison to the platform’s and your averages.
The good thing about content creation for technology companies is that you can always tweak your process. Then again, there are situations where you don’t want to react because there are many issues caused by algorithmic changes. Your content might be excellent; it’s just that there was a temporary shift causing your traffic.
Last Thoughts
At MiroMind, we take our content very seriously. Our team of technology companies SEO professionals has enormous experience working with different platforms and formats, so if you ever need assistance, we’ll be glad to help!