The internet has transformed into a content hub for consumers. Whether they’re looking to purchase a new phone or find a nearby restaurant – consumers flock to the internet to get instant information to meet all of their needs.
But with such a vast amount of content online, yours can get easily lost in the mix. This is where a solid, profound content strategy can keep your content (and brand) relevant among the competition.
Creating compelling content will give your audience a valuable web experience. They will come out of it with a better understanding of your products and services, which deepens their engagement and connection with your brand.
To help your tech company build that compelling content, we’ve put together a list to drive your content home.
Become a Storyteller
No one wants to be a sales target. It is much more interesting to learn about a product from interest, rather than listen to a sales person pitch it. Therefore, rather than pushing your product on your audience, tell a story that comes to life through content.
Stories demand an emotional investment from your viewer. Think about how your audience will want to consume information and how it will grab their attention (and retain it). By becoming a storyteller, you will give your audience a new experience to learn about your technology and truly understand why it will be valuable in their lives.
Fill the Gaps
Don’t just aim to fill the whitespace on your page with content. Rather, fill the gaps that are present in your audience’s minds. This means creating content that is unlike anything found in your industry. To uncover this, research and develop your persona profile and uncover the gaps that your audience is looking for in your industry. You can also use your expertise and share ideas with your team to curate content that gives your brand the exposure it needs in a competitive space. Filling the gaps with quality content will give your audience an experience worth coming back to.
Generate Product Videos
Continue to tell your story through videos. If you sell technical products or services, it can be difficult to explain them solely through text. According to Curata, tutorial videos, product demos, and testimonial videos are the top three types of effective video content. These videos are resourceful tools to educate your audience on how your products work, how they should be applied, and any other critical information that they should know. Your customers will be able to quickly learn their new product, and your prospective audience will stay informed throughout their purchase journey – fostering more connections with your brand.
Keep Content Fresh
Just like you shouldn’t drink expired milk, you should never leave your audience with out-of-date content. Constantly update your content to keep your audience in-the-know about the ins and outs of your products and services. As a technology company, there are always upcoming products in the pipeline that will garner more attention from consumers – ultimately needing more content to help guide them through their purchase. By keeping your content fresh, they will gain an educational experience when they visit your site, and leave it knowing your company is there to guide them through their purchase decision.
Inspire Through Your Success
Compelling content can help your team validate the success your company already holds in the tech industry. You can write content that speaks to your success in the field and proves that your products and services are incomparable. To achieve this, write results-driven case studies and insightful testimonials for your website. For example, if a business came to you to solve their software needs in the workplace – develop your case study around the problems you’ve solved with your technology and expertise. Your viewers will become enticed when they relate to the content and how it will serve their needs.
Not every piece of content has to be technical, analytical information about your products and services. In fact, it should be the opposite. You should find the balance between explaining the technology, while keeping it educational and inspiring.
To provide this type of content, become a storyteller, fill the gaps, generate videos, keep content fresh, and inspire through your success. If you keep these tactics top-of-mind, you will craft content that connects with viewers and generates top-notch results.
How have you been creating content for your tech company? Let us know on LinkedIn!