Introduction
The HubSpot ‘State of Marketing Trends Report 2022’ states that content creation is a top priority for 80% of marketers, and, on average, content marketing accounts for 26% of B2B marketing budgets. Tech companies increasingly rely on content marketing due to the super-dynamic nature of tech disruptions and resulting products and services catering to them.
Evolving Tech Space – A Catalyst for Technical Content Marketing
The past few years have seen a period of worldwide unpredictability characterized by pandemics, rising prices, geopolitical upheaval, supply chain issues, and blockades, among other things. The resulting economic uncertainties have engendered greater prudence in the tech industry’s next development phase.
Tech leaders must now explore methods to achieve more with less, identify areas where innovative technologies overlap to extract value, and strategically invest in technologies approaching a tipping point. All this, in addition to the tremendous pressure to:
- Create products and services that closely align with customer requirements
- Gain deeper comprehension of the market and competitors
- Reach their products to target customers through efficient content marketing for IT companies
Business and technology leaders must continuously enhance their preparedness by closely examining emerging technologies, envisioning how companies could apply them, and grasping the factors affecting their adoption and innovation. In other words, businesses aiming to develop and sell technology-related products and services must undergo digital transformation.
These digital transformation solutions can assist business leaders and technologists in evaluating how these technologies could affect their strategies, which may boost revenue, hasten digitalization, optimize data utilization, and safeguard and enhance their brand to amplify better customer experiences.
Why are tech companies increasingly exploring IT content marketing to reach target audiences?
The following are some of the leading-edge technology trends in digital transformation.
- Artificial intelligence (AI)
- Internet of Things (IoT)
- Cloud Computing
- CyberSecurity
- Blockchain
As we know, a few critical challenges accompany these innovations. For example, the cloud has benefits but poses challenges like security, management complexity, vendor lock-in, performance, and access speed.
In response, tech companies are developing solutions to overcome these and similar challenges, which has resulted in a race to create the best products and solutions, intensifying competition in the market and complicating IT lead generation. Attracting customers to a particular product amidst a sea of similar options is now wrought with even more challenges.
Let’s look at a practical example.
In cloud computing, containerization is a software deployment method that involves packaging an application’s code with all the necessary files and libraries to operate on any infrastructure. In other words, containers help developers easily move their applications between different environments, from development to production, without worrying about compatibility issues.
Previously, one had to install the Windows version to run a software package on a Windows machine. However, containerization allows the creation of a single container containing the software, which can run seamlessly on any device or operating system.
Though it has many other benefits such as portability, agility, scalability, etc., it has disadvantages too. One of the primary concerns in containerization involves safeguarding containers, which are susceptible to “a similar range of security issues as encountered by more conventional architectures,” which include –
- Vulnerabilities
- Misconfigurations
- Runtime threats
- Abstraction
- Unverified images
Like other cloud innovations, containerization technology continuously evolves along with its challenges. In response, many tech companies like Amazon and Infosys are developing new products to tackle the said challenges. They are working hard to create a solution that addresses all five challenges. However, the industry may not yet have developed a single product but may have a suite of products or a combination of products that solve all of them (1 product may solve 3 out of 5 while another may solve 2 out of 5 of the challenges mentioned above and their combination can be a comprehensive solution!). Another feature of these solutions is their level of customization.
Now, the question is – if you are a company offering the said suite of products to overcome potential container concerns, how will you ensure high awareness around its features and benefits among the conundrum of similar containerization products from your competitors? Here are a few more concerns that may leave you wondering how (what is the right channel and tech content strategy) to promote your products successfully.
- Does your product address the customers’ pain points effectively?
- Can your product overcome the potential challenges in your industry?
- Is it customizable, scalable, agile, and easy to use?
- What is the unique selling proposition (USP) of your product that makes your organization stand out from competitors?
- Are your target audiences (TA) receiving accurate information about your product?
- What encourages your TA to buy your product? Are your marketing efforts compelling enough to attract their attention?
A solution that answers these questions is critical. Marketing in all its forms is beneficial; however, for a tech company addressing the gaps that their target audiences, like CTOs, CIOs, CDOs, and other IT leaders across sectors face, is what can draw their attention.
Why should tech companies partner with a technical content marketing agency?
Technical content marketing is an excellent answer to all the questions mentioned above. Here, tech companies counter a few more challenges –
- Who will create such compelling content?
- Do we have dedicated resources? Or should we involve SMEs in tech content creation?
- However, SMEs are more invested in technical projects and may not have the time to contribute to marketing efforts. So, how to create technically accurate content without their consistent involvement?
- Do we have the bandwidth to craft sufficient and valuable content every month and be a pillar of support for our marketing team?
A content marketing agency with expertise in technical content writing is the best solution to overcome these hurdles and allow the company to focus on core competencies. However, with a small budget, you can consider a more cheap paper writing service, which is also a good option for ordering articles, essays, and content.
Technical content marketing agencies have an expert team of content strategists, writers, editors, and researchers who engage with Subject Matter Experts (SMEs) to gain a comprehensive understanding of a product. Additionally, the agency researches competitors’ market positions to analyze their content strategies and product features and identify how to add a competitive edge to a software or technical services company’s content marketing. The technical content team then presents this information to customers after thorough vetting (by the client), which helps market and drive product sales.
How can we help you?
Kalpins is a B2B tech content agency and works as an extension of your marketing team. We cater to the unique needs of our clients. Our offerings include search engine optimized (SEO) blogs, whitepapers, ebooks, PR articles, video content, infographics, and more.
We are passionate about interacting with your SMEs and learning from them. We prioritize concept clarity before embarking on content marketing efforts to ensure we accurately convey your product’s value to your audience. We aim to do justice to your solutions or services by conveying the correct information in a relatable manner. Kalpins creates quality content that persuades the reader (potential customers) to connect with you (our client) and drives the ultimate goal of higher sales and revenue.
Contact Us to learn more about how we can help your marketing team achieve its goals.
