Content, content, content. People are constantly yabbering on about content (there it is again). But exactly what type of content do tech companies need to be producing. Well to clear the fog we've put together a list of the type of content we as a content agency use to get our clients from Zero to Hero with their customers.
A content agency use a huge variety of content, delivered on a regular schedule. Of course it goes without saying that in all the content you create, regardless of form it needs to be great - show empathy you understand your customers’ needs because you’ve been there before.
While blog posts are a great place to start, you can mix it up and keep your readers interested with:
CASE STUDIESDon’t just tell people how great you are – show them. Reach out to current customers who’ve successfully used your product and ask to feature them in a case study. This social proof helps prospective customers see that your product/service works.
eBOOKSCreate something of value your audience need to accomplish a goal. You can do the same thing for your customers.
WHITE PAPERSSimilar to an eBook, but not quite as sexy, a whitepaper aims to break down the complexity of the issues your industry faces so it’s a little easier to digest. Use these to showcase research and data points related to industry.
INFOGRAPHICSEssentially, an infographic is a white paper’s best friend. It takes that same crazy information and breaks it into digestible chunks like a white paper, but it does it in a visual and entertaining way.
PODCASTSThese audio files give your customers a way to learn while they’re doing something else. If you want to include them in your strategy, think about the topic, the length, and how often you’ll release new ones. Podcasts can be as short as a couple of minutes, or as long as a couple of hours. Think about what length would work best for your audience, keeping in mind how busy they are. It doesn’t matter how often you release them, so long as you do it consistently. Have them available on your website for people who want to listen at their computer and for download so people can listen to them on the go.
Since you can’t be face to face with your prospects, video offers the next best solution. Even though it’s only virtual, video can help your audience feel more connected to you. Need inspiration? Give a virtual tour of your office or production facility. Screencast your software to create complimentary material for your documentation. Whatever you do – aim to show the human side of your company and/or solve a problem.
After selecting a service provider and designated someone to handle the campaign, define campaign objectives. You’ll likely be running multiple campaigns at once targeted at various segments of your audience throughout the funnel. Develop the content to match your objectives. Use email marketing to nurture leads after connecting with you online, to follow up with paid customers with special offers or product updates, and more.
WEBINARSThese are a great way to demonstrate your products/ services, and connect with your audience. Use webinars to answer common questions, teach how to use a feature of your product, or share information about how to maximize your product. There are plenty of affordable and scalable webinar platforms out there, but put some thought into the event before hosting to ensure it goes over well.
SOCIAL MEDIAPeople often turn to social media to learn more about a company – what people have to say about them, and how they respond to what people are saying. Use social media to advertise your services of course, but go beyond promotion to share information your followers will find useful. Use it as a customer service platform, and as a listening tool. If you see your customers asking the same questions, it may be time to update your knowledge base or FAQs page. If you see them asking for a certain feature, it may be time to add it to the development queue. Make it about your customers – not you.
No matter type of content you decide to create makes sure you include a strong Call to action (CTA) guide your readers forward to the next step - what you want them to do. Do you want them to consume more content? Subscribe to your email list? Share the content with coworkers? Call you to make an appointment? Whatever it is – keep it simple. Don’t bury it at the bottom - lots of people won’t scroll. Remind them of the value you’re offering in trade. Tell them what your webinar or newsletter will do for them.
And remember keep it interesting, keep it pretty and make sure its about your customers.
Happy content creating!
This was an excerpt from 'Mastering Content for B2B tech' to download the whole book click below