Copywriting and Content Marketing for Technology Companies
88% of B2B decision makers say an organization's thought leadership is important.
Source: Edelman research
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How to Drive Thought Leadership with B2B Tech Buyers Using Original Research
About Kim Gusta, Content Marketer and Copywriter for Technology/SaaS Companies
I was one of those college kids who didn’t know what I wanted to do with my life. I graduated from the University of Michigan with a BA in English and Honors Sociology and the big question of “What’s next?”
Fortunately, I landed a job with a small software company focused on the newspaper industry. I traveled to newspapers throughout the U.S. and Canada, installing the software and training the staff. It was a pretty technically intense position for a kid with English and Sociology degrees. I wasn’t sure, at the time, that it was a good fit for me, but I was insanely excited to get paid to travel so I forged ahead bravely and decided to see what happened.
Technology + Marketing = My Ideal Career
Turns out that first job was a very good fit. I discovered that I’m really good at working with software, and I love it. Eventually, I also figured out that I really love marketing, so I went back to school and got an MBA in Marketing. That launched my career path into both marketing and tech, and I’ve never looked back.
Before I started my business, I spent quite a few years in product management, product marketing, and corporate marketing at tech companies of all sizes. I consider myself really fortunate to have a product marketing background especially, as it’s been a huge boon to me as a content marketer and copywriter. The best product marketers are fanatical about really understanding their target market inside and out. It’s very important to me that I understand my clients’ customers well, too, before I ever start creating a content strategy or writing so I ask lots of questions about their market, prospects, selling cycle, challenges, and more.
A Different Kind of Copywriter
I also used to hire copywriters in my corporate days, and I found that many left a lot to be desired. They couldn’t grasp the technology (lots of glazed eyeballs) nor did they understand how to actually market to technology buyers (who are a unique bunch).
Sensing a market opportunity, in 2009, I launched my business so I could combine my marketing strategy and writing skills with my love for technology marketing. Today I create content for Comcast, Huntress, Splashtop, NICE CXone, Playvox, Malwarebytes, and other well-known tech companies.
Find out more about me.
Connect with me on LinkedIn.
Contact me for more information about my copywriting and content marketing services or to schedule a free 30-minute exploratory call.
My 18-year-old just dyed her hair blue and pink.I dug the hair color boxes out of the wastebasket and was struck by how well this company targets their market."Beautifully Obnoxious" and "GoodDyeYoung" are brilliant terms to use when marketing to teens. They don't...
I’m often asked to interview SMEs (subject matter experts) to gather information to write a client’s content. The SME might be a quiet software engineer or a very technical product manager. Some are easy to talk with; others not so much. It’s my job to (gently) pull...