More emails, blog posts, PowerPoint presentations, videos, datasheets… Wow, the list goes on and on. Technology and software companies create a LOT of content.
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The words “engaging and interesting” don’t normally occur in the same sentence as “technology marketing.” I think we’ll all admit, the vast majority of technology marketing content is really quite dull. Now why is that? Yes, we’re marketing complex products and our audience might be techie folks, but still. Why can’t we be more like B2C companies that make commodities like paper towels sound compelling?
There's lots of information about content marketing out there, but it's a bit harder to find resources that directly apply to or are helpful to technology marketers. Since marketing technology is relatively unique, I've created a list called "Best Content Marketing Resources for Technology Marketers" on List.ly.
Please read it, share your opinions on the resources, and add your own favorites to the list so it continues to evolve into a useful resource.
When it comes to content – planning it, creating it, using it – Product Marketing’s role is often unclear. In many organizations, the role of content creator and planner is the Marketing Communications team. They handle outbound marketing execution, and hence, take the lead in content creation and distribution.
But given that Product Marketing is often a key business owner for a particular product or service, and probably cares a good deal about how their product is being marketed to buyers, it makes sense to include Product Marketing in content marketing efforts.
Plus product marketers have the buyer knowledge to create really good content. No one else in Marketing likely knows as much about their buyers as the product marketers.
Design Your Product Datasheet for Skimming and Scanning
Product datasheets are one of those checklist items in the technology industry; your buyers expect you to have them (or, at the very least, your sales team does.) But the nagging questions are: Does anyone really read them? And, more importantly, what can we do to make them more readable?
In my opinion, technology buyers WILL read a datasheet if it’s written and laid out well. The key is understanding the majority of buyers will first scan it to pick up the main points, and, if they deem it useful or interesting, they’ll skim the other content. If it passes the skimming and scanning test, some buyers will read the datasheet in detail. So, it’s important to write good copy that gets to the point quickly and to use a very readable layout.
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