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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?
Are you ever stuck for ideas when it comes to content? You’re not alone! This is part of a series of articles highlighting how one of my technology clients solved a real content challenge with an innovative solution. You’ll get actionable advice that will hopefully spur ideas for your own content.
The concept of "snackable" content is that it's to-the-point, visually interesting, and focuses squarely on your prospects' challenges. Here's how I worked with my client, Brocade, to transform a meaty research report full of interesting insights and data into a snackable guide that's perfect for demand gen purposes.
High-value content shows your company really understands your buyers’ needs, challenges, and responsibilities. But how do you balance the time required for customer-centric content against the volume of content you create day-to-day?
Quick pop quiz for technology marketers:
1. For which type of purchase do you think IT buyers want more information – a complex technology purchase or a more commoditized one like a laptop or tablet?
2. For which of these purchases – a complex or a commoditized – do IT buyers rely most heavily on peer recommendations?
What do you do with your leads that aren’t yet ready to buy? If the answer is let them languish in your database, learn how to turn them into sales-ready leads with an email lead nurturing campaign.
Wouldn’t it be great to pull out a crystal ball and know exactly what your prospective technology buyers DON’T want in your marketing content?
Vitamixes are those super-duper high speed blenders that liquefy just about anything you put in them – like entire oranges, apples, spinach, and even other solid objects that aren’t edible. And, amazingly, there’s a content marketing lesson to be learned when it comes to using the Vitamix for making smoothies.
When our Vitamix first arrived, we shoved aside the recipe book that came with it and started making smoothies just like the demonstration guy at Costco. We threw in whole fruit that wasn’t peeled or seeded, greens, juice – anything that sounded good. The result? Some of the worst smoothies ever. And the Vitamix, the super-duper-blend-anything machine, just sat there and roared while it vainly tried to blend up our mess.
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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