The best word to describe the landscape of technology and product marketing in 2024 is oversaturated. With the ease of accessibility to content creation platforms like Canva and CapCut and the presence of social media as an organic and paid marketing tool, it can be easy to feel like a drop of ink in a bucket of black paint when you post your content. B2B, SaaS and technology companies often have the added challenge of not having a tangible retail product that’s easy to incorporate into content and marketing efforts. This forces marketers to be extra creative when creating visual content, which can take more time and resources than are readily available.
Tech buyers are notoriously hard to impress: Technology marketing has always been at the forefront of marketing progress and innovation. They have seen it all. What can marketers do to help their tech content marketing stand out in the crowd?
Develop an Effective Technology Content Marketing Funnel
Your strategy is everything when creating compelling content, particularly identifying your ideal customer and target audience, brand voice and tone, and the customer journey of your product or service. According to Semrush, the content marketing funnel is a framework designed to identify target audiences at different stages of the buyer journey and, if implemented correctly, “…guide them toward becoming paying customers.” You can start your marketing efforts with intention by doing the pre-work of understanding your audience, defining your funnel stages and creating targeted content for each stage.
Your strategy is everything when creating compelling content, particularly identifying your ideal customer and target audience, brand voice and tone, and the customer journey for your product or service. By establishing your marketing funnel before creating your content, you can better identify the message you want to convey for the funnel’s awareness, consideration and decision-making stages and ensure potential customers move smoothly throughout the buying journey. Using the wrong messaging for your customers at their respective stages in the funnel can turn them off to your product or service, and even remove them from the funnel altogether. Mapping your technology content marketing to your marketing funnel up front is the best way to retain customers with your messaging and ensure they make it through to the end or point of purchase.
Why Tech Content Needs a Personalized Approach
No two customers are the same, something all marketers should keep in mind when creating content for the tech sector. Consider a tech product with different functions able to be used by a variety of different people for various tasks: Your marketing content’s message would vary differently depending on who you are trying to target. Marketers can deploy many different strategies to personalize their content, such as segmented emails, dynamic content like landing pages personalized for specific types of customers, and interactive tools such as ROI calculators or product recommendation engines that change based on user input. According to Mailmodo and the Digital Marketing Institute, sending targeted emails to segmented email lists can be attributed to a 30% increase in your company’s revenue.
Outside the Box Technology Content Marketing Ideas for Social Media
A typical social media feed is one of the best visual representations of the oversaturated technology content marketing landscape. You can’t scroll through a For You page without being inundated with ads and organic content from technology companies trying to break through the algorithm.
Having a unique approach to your social media content strategy is a must: Not only do you want to stick to the algorithm, but you want to stick in your customer’s minds with exciting and memorable content. A great example of this can be found with the language learning app Duolingo and their TikTok strategy of having their mascot obsessively attempt to win the heart of pop star Dua Lipa. It’s exactly what feeds the TikTok algorithm, in turn getting their brand in front of more potential customers.
Micro Videos for Technology Content Marketing Strategy
Here are some of the best kinds of micro-videos you can create to enhance your brand’s technology content marketing strategy:
- Product Highlights: An integration demo or feature spotlight
- Event Recaps: Show off your presence at customer appreciation events or tech conferences
- Customer Testimonials: Customers sharing their positive experience with your product or service teams
- Explainer Clips: Quick bite examples of real use cases for your tech product or service
Get Your Brand Noticed With Earned Media
User-generated content, mentions in the press, recommendations and shares on social media are all examples of earned media. Earned media is a great marketing tool for a lot of reasons:
- It establishes credibility for your brand.
- It doesn’t cost anything, protecting your marketing budget.
- It enhances SEO and online presence without you having to do any actual content creation.
Integrating Tech Influencer Partnerships Into Your Content Strategy
Let’s be clear: Influencer marketing isn’t for everyone. It can be expensive, and there may not be an audience for your particular product or service on the influencer-heavy platforms like Instagram and TikTok. If you do choose to work with a content partner in this way, you will need to identify appropriate potential influencers for your audience and define clear objectives with your influencer partners for this to be an effective strategy.
These types of partnerships allow you to reach your audience in engaging ways, such as giveaways and contests, takeovers and collaborative posts placed in front of both your audience and theirs. Just ensure that there is brand alignment when it comes to tone, values and ethics, and make sure to use compliant hashtags like #ad or #sponsored to maintain your audience’s trust (and, most likely, the platform’s terms of service).
Write Your Own Tech Content Marketing Success Story
The roadmap to success for tech content is made up of several key steps:
- Determine who your audience is and where they live online.
- Develop your marketing funnel.
- Start thinking of unique and creative ways to deliver your content message in engaging and informative ways.
Integrating organic strategies and opportunities, such as earned media and influencer partnerships, can help you break through to the top of the feed. Still, without a well-thought-out content strategy or a thorough understanding of your audience, your efforts will not be replicable in a way that makes it easy to maintain and produce content for your plan. The goal in creating your tech content marketing strategy should be crafting a plan you can easily implement in order to be able to produce consistent content that indexers and crawlers will favor.
Some of the world’s biggest tech companies, think Apple, Dell and Google, lead the way when it comes to innovative and engaging content in organic spaces; after all, they have the resources to do so. Those tech companies not at that level, from enterprise-grade to mid-size and startups, all can find it overwhelming to solve the algorithm and get their tech marketing content in front of audiences for good reasons!
There are numerous ways to create and implement your content strategy, and figuring out where to start can be challenging. Here at Kuno, we specialize in helping your team with solutions: Our inbound marketing strategies deliver real results for real B2B technology and SaaS companies looking to dial up their digital marketing efforts.
Schedule a consultation with a member of the Kuno Creative team. Let’s talk about your brand’s marketing needs and how our team can develop a tech content strategy tailor-made for your success.
