Did you know 74.6% of B2B sales from new customers take at least four months to close, with almost 50% of these sales taking more than 7 months?
When you’re dealing with a long sales cycle, you need to find a way to nurture leads and support your clients to make the right buying decisions. You need a way to educate clients on continually evolving technology, like blockchain, and increase their knowledge so they can make smart, informed decisions.
Content marketing provides a cost-effective, scalable solution for building relationships with your prospects and keeping them informed throughout and after the sales process.
Keep reading to discover how your technology brand can use content marketing to empower and connect with your audience.
1) Humanise Your Technology Content
Your target audience is unlikely to have the same understanding of your tech solution. While you’ve spent years building and learning about your technology, your clients haven’t.
Rather than alienating them with highly-technical concepts and complex details, it’s essential to break down jargon to create clear, compelling content that empowers and excites your audience.
Overcoming this information divide is the first step towards building strong relationships with your clients.
When creating content for your company, you want to approach it from your clients’ point of view and create meaningful, human conversations with customers. A good way to achieve this is by running the article by someone with a non-technical background.
2) Connect with Your Customers
Great content is not about the brand, but about the audience. Brands with successful content marketing strategies produce content that resonates with their audience.
Start by defining your ideal customer avatar. A good customer avatar should include:
Where your audience spends time online
What keeps them up at night
What would make their lives easier
What motivates them
How they consume content & their style preferences
Most B2B technology companies typically have at least two customer groups involved in the buying process: the end-user like a Head of Technology or Head of Transformation and the company founder or CEO.
The CEO is unlikely to have an in-depth understanding of technology, so you’ll need to create non-technical content to connect with this customer group.
Once you know the key decision-makers in the buying process, you can tailor your content strategy and position yourselves as a brand that truly understands their challenges. After all, relatable content goes a long way towards building brand loyalty, nurturing prospects and driving conversions.
3) Use Long-Tail Keywords to Understand Customers' Questions
Since most technology businesses are already investing in SEO, you need to do the same for your site to rank highly on Google.
One way to approach keyword research for your B2B technology company is by looking at long-tail keywords. Long-tail keywords give you valuable insights into the common questions your audience is asking for and where they might need more support.
Long-tail keywords also have a 3-5% higher click-through-rate than generic searches since the viewers will know what they’re looking for. So take time to look into what long-tail keywords your target audience is searching for and what information they need about your tech solution.
Creating content around these long-tail keywords can also help streamline the sales process. Your sales department won’t need to keep answering the same question over and over, and your customers will find the support they’re looking for before they even contact your company.
4) Educate Your Audience with Thought-Leadership Articles
According to SEMrush, long-form content of 3000+ words gets 3x more traffic, 4x more shares, and 3.5x more backlinks than shorter articles.
Long-form content gives you more opportunities to explain complicated concepts, target high-traffic keywords and generally engage with your audience. It’s also great for educating your customers and encouraging mainstream adoption of new technologies.
When an innovative product first enters the market, it sometimes requires additional education and understanding for it to become mainstream.
Take, for example, Open Banking. Five years ago, Open Banking was considered a fantasy, after all ‘who would openly provide their banking data?’ To encourage mainstream adoption, industry leaders needed to educate financial regulators, institutions and customers about the value of Open Banking. Educating their audience allowed Open Banking companies to turn the tide and today Open Banking is used by over a million customers.
Technology Content Marketing from Copy House
Want professional advice on content marketing for your technology company?
Here at Copy House, we are experts at transforming complex ideas into compelling content. Our team of experienced copywriters help founders build stronger relationships with their customers and empower them to make smarter buying decisions.
With experience creating content across the technology industry, we’ve confidently created content for subjects like AI, IoT, blockchain, cybersecurity, and much more.
Send us a message to discover how we can help you connect your audience.