content marketing for tech
MAY 15, 2017

5 Misconceptions About Content Marketing for Tech Companies (And How to Get it Right)

By: Lisa Helm

Congratulations, you’ve started a company! Maybe you’ve developed an app or an SaaS product and you’re convinced that it will change the world. All you need to do is get it in front of the right audience and it will explode globally. But how do you do that? Start a blog, says the Internet. Content is king. Content marketing is all the rage. Now, you might be hesitant to invest your scarce time and/or resources to writing, and that’s fair. You might even have had one of the following thoughts, so we’d like to address some of the most common misconceptions about content around technology companies like yours.

Misconception #1: You don’t need a blog.

While it is true that nobody is going to force you to start a blog, there is no better (or cheaper) way to keep your website SEO constantly working for you and connect to potential customers. We even wrote a whole post on why you should start a business blog, and every single piece of it is relevant to technology companies.

Misconception #2: You need to have tech experts writing for you.

The experts who built your product are unlikely to have the writing skills you need to consistently engage an online audience; the writers you need are unlikely to be the people you need to build the product itself. You hire developers because of their specialized skills, and there is no need to dilute their job description by asking them to also write interesting blog posts. Research is a big part of writing, and a good writer will become well versed in your product in order to write about it. Also, and even more importantly, unless your audience is engineers, you’re not usually going to be writing about the technology your company uses. Every product is made to make someone’s life easier, and your blog will usually be centered around what that audience wants to read about. For example, let’s say you make an app to help people build good daily habits. Your blog might be about successful people and their habits, or tips and tricks for staying on track, or the neuroscience of habit building… so, no development knowledge is needed to write the blog.

Misconception #3: Your product will speak for itself.

Products are (usually) inanimate, and they do not speak for themselves. In addition, our attention spans are far too short to figure something out that doesn’t immediately get explained, especially online. You need to give your audience a few things: a reason to visit your site or download your app, a reason to stay (also known as a reason to care), and a reason to trust you. A blog or content marketing strategy can provide all three of those things. Going back to the habit-building app, your audience may not assume that a habit-building app exists. Instead, they’ll look for articles on how to build good habits in their daily lives. When your list of tips come up in their Google search, they’ll make it to your website and maybe even check out your product. The blog post helped get your site onto the search results, you provided information of value, and you got your product in front of a potential customer. Good job!

Misconception #4: You don’t have anything to share.

Not being able to come up with blog topics off the top of your head doesn’t mean that you have nothing to share. Everyone has a unique approach to an idea, and once you take the time to plan a content strategy with your internal team or an external content team, you’ll be ready with a list of blog topics and an editorial schedule to ensure your blog is consistent and serves you and your customers. Remember, you’re not necessarily going to connect with your audience by talking about the technology itself – instead, think about the needs that are being fulfilled by your product and theme your blog accordingly. If you want help, reach out to us [link] and we’ll help you create a strategy!

Misconception #5: There is no way to compete with bigger brands in terms of content marketing.

The beautiful thing about the World Wide Web is that it evens out the playing field dramatically. If $50,000 commercials were the only way to connect with an audience then yes, you might have a hard time competing with bigger brands. But content marketing requires a minimal investment relative to traditional marketing and can extend your reach far beyond the personal network you are currently banking on. If you create interesting and well-written content that people actually want to read and you are smart about distribution, you can definitely compete with the bigger companies that currently exist in your space.

Investing in content marketing is a long game; your first blog post is unlikely to bring the masses to your site. But when you build a long-term relationship with customers by providing interesting, useful content, you are more likely to end up with loyal customers and enthusiastic brand ambassadors.

Helping tech companies develop and execute content strategy is what we do, so reach out to us at lisa@lexica.ca anytime for a free consultation!

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