Kalpins: The Expert in Tech Content Writing for IT Industry in US

What is Kalpins perspective on B2B tech content writing for IT Industry?

All businesses use written material for marketing and lead generation purposes – blogs, posts, creatives, PR articles, case studies, whitepapers, and so on. Any piece of content must have purpose and utility. Yet there is a considerable difference in the purpose and utility of B2C and B2B content.

And if the  B2B content is for the IT & ITeS industry, the content guidelines are even tauter. What makes B2B content writing different? Particularly, B2B content for IT and ITeS companies?

In B2C, marketers must appeal to and sell to individual customers. B2B content targets a group of stakeholders. And appealing to key stakeholders like tech leaders and other key decision-makers (CEO, CTO, CIO, and similar other IT leaders) takes some serious content writing skill and dedication! This is where the gap in expectation and delivery comes into play.

Kalpins tries to bridge this gap. Our experience with prestigious IT/ITeS clients in the US opened new vistas of opportunities and also unveiled hidden challenges.

With every new challenge, we learned about the pain points of tech content writing and endeavored to overcome them. These challenges have only honed our passion for providing top-notch content services to our IT/ITeS clients in the US.

Key Challenges in Tech Content Writing for IT Companies

In our interactions with US tech clients, we discovered that most tech companies face similar challenges. While the challenges are many, they can be classified under four key challenges listed below.

1. Lack of Talent

The notion that only startups or SMEs face this concern is a myth. Even large MNCs face this challenge. Imagine an MNC with over 2000 employees and a marketing team of merely 20-30 professionals! How much can the relatively small team spread thin to accommodate a large organization’s marketing requirements?

Also, finding trained resources is an uphill task, while investing in training the existing team is both time-consuming and redundant. Why? Marketing is not just content-specific. There are several other channels and strategies to focus on. Diverting all resources to one aspect (content writing) is unwise.

In addition, addressing seemingly minor discrepancies, which significantly impact end users (our client’s client), is critical. Among other concerns, these may include:

• Inconsistent use of American English, with some parts in British English, is a big NO-NO
• Lack of in-depth research and client SME consultations resulting in shallow blogs and zero insights
• Non-adherence to timelines

2. Inability to Scale and Sustain Consistency

Founders don multiple hats in young IT companies and startups to achieve company goals. It may seem easier and doable at the outset. Gradually, with the umpteen demands from various spheres of work, the founder realizes the need to delegate certain tasks to experts in the respective domain (in this case – marketing).

Even in mature IT companies, the marketing team may be experts in most marketing activities. However, given the deeply technical nature of expected content, creating cutting-edge tech content pieces may not essentially be their forte.

The team may rely on subject matter experts (SMEs) to do the job. This, in many ways, shifts SMEs’ valuable time, focus, and energy into marketing activity rather than core tech areas, where they can add more value.

In other words, without trained resources, a company may be able to push out two-to-three articles a month. However, to generate leads, IT/ITeS companies must be able to put at least 4X the productivity out there, and that too, every month.

3. Low Content Bandwidth

This is a critical concern, very similar to the previous challenge. The differentiating element, in this case, is bandwidth. While scaling and consistency are crucial, investing in just one form of content marketing strategy is not ideal.
A tech company can benefit significantly from expanding their bandwidth to multiple content marketing strategies and channels like:

• Blogs
• Social Media Posts
• Whitepapers
• eBooks
• Press Releases
• Case Studies
• Coordinated ABM Content Programs like emailer campaigns

However, you will agree that increasing the bandwidth of your B2B content marketing is easier said than done! Much less if you have to increase bandwidth at will. This is a common demand, especially on occasions like annual day, hiring drives, a rebrand, product updates, and other promotions peppered across a financial year.

4. Lack of SEO

It’s common knowledge that Google ranking is critical in online content marketing and lead generation. All young and full-grown companies vie for the top spot on the search engine result page (SERP). This is possible only if all online content is keyword optimized.

Another valuable marketing element is pay per click (PPC) ad campaign. You must note that certain keywords rank higher than the rest in a specific domain, and THIS keeps changing with the changing market scenario! Implying that you need a dedicated professional or team of SEO/PPC experts. They can constantly monitor the keyword ranking and fine-tune your online content and PPC campaign to reap benefits.

Lastly, a thorough competitor analysis is a trump card only an expert can dish out. This can give you deep insights into the keywords that have helped your competitor, what are the relative gaps in your content strategy, and similar other information to provide you with a competitive edge.

All these challenges imply additional costs incurred for hiring resources or training existing staff. Dabbling in SEO & PPC without experienced professionals usually leads to more wasteful spending and marketing budget overruns.

In simple words – It takes a dedicated team of content strategists, content marketing specialists, seasoned tech content writers, editors, SEO & PPC experts, and a supporting team of graphic designers and videographers (if required, for marketing activities like podcasts, educational shorts, promotional video campaigns, etc.) to overcome all the above-mentioned content marketing barriers in the IT industry.

We have shared a few case studies below to show how Kalpins can help IT/ITeS companies in the US with their content writing requirements.