For business-to-business (B2B) marketers, content marketing is a very effective marketing approach. Therefore, an effective technical content marketing strategy may help you increase website traffic and organic search rankings. It creates leads, and helps you to engage customers and prospects.
Many of the content marketers create and publish free content on the web including blog posts, advice, articles, and videos. However, if you are utilizing content marketing to generate industrial leads, particularly as part of an B2B inbound marketing campaign, you must also post “technical” information.
So, what is technical content, and how can you incorporate it into a strategic B2B marketing plan?
What is technical content?
Technical content is unique information that your organization develops and publishes on your website. It’s about a subject of interest or value to your existing and prospective customers from your target industrial market.
Technical content marketing strategy influences from your distinctive experience or knowledge. It gives information or insights of such significant value that website visitors would willingly provide you with their contact information in order to access it.
Generally, technical content:
- Is directly related to your customers’ and prospects’ industries. It focuses on a technological area that you are frequently asked about and that customers encounter on a daily basis;
- Provides advice on a significant technical issue or challenge that is of critical importance to customers or prospects. Content’s subject should have a material impact on customers’ businesses, revenues or profits;
- Gives vital information and advice to critical questions, or exclusive insights on the subject from an employee at your firm who may be regarded as an authority on the subject.
Qualification questions to ask customers
Technical content is stored on your company’s website in a secure location. To gain access, site users must fill out a web form with their contact information, including their name, title, company name, email address, and phone number.
Industrial B2B marketers may occasionally ask a qualifier question or two to obtain further information about the prospect’s needs and sustainability as a future customer. Questions can be asked such as the prospect’s company size or predicted timeline for making a future purchase.
Upon a website visitor’s submission of the form, the content is made available by a web link or email. B2B marketers generally follow up on the technical content request in order to cultivate a possible relationship. They deliver additional contents, invitations, or product solutions on an ongoing basis.
Technical content marketing is frequently referred to as drip marketing. Numerous industrial B2B marketers leverage a marketing automation tool to manage this process, personalize messages based on the prospect’s interests, and track reaction.
Why technical content marketing is essential for lead generation?
Every industrial B2B marketer aims to generate sales leads from the company’s website. To increase traffic and inquiries, marketers optimize websites with keywords, create keyword-rich content, buy paid search advertisements, and share site links on social media. Technical content marketing elevates lead generation on websites to a new level.
By encouraging visitors to introduce themselves and request information, you can initiate a dialogue with a decision-maker who has expressed an interest in a subject relevant to your business. And this subject may be very important to the customer. It is quite likely that the prospect is evaluating a business decision that may involve your products or services at some point.
Types of content marketing tools
Technical content is frequently published in the following variety of formats.
- eBook: It’s a comprehensive and educational reference to a subject or issue, often 15-30 pages in length, highly visual with a professionally designed cover and prepared pages.
- White paper: It’s an in-depth examination or profile of a technical subject or issue, based on research and produced by a subject matter expert or team of subject matter experts. It’s typically four to ten pages in length.
- Original study: It’s a report on your company’s original research on a crucial or topical topic. It’s also quite visual, including charts and infographics illustrating data and outcomes.
- Webinar: It’s a web presentation of content delivered live online by an expert utilizing a presentation deck or other presentation tools; typically recorded and shared on a website and through social media to extend its shelf life.
- Interactive tools or templates: They are the content that assists prospects in measuring or assessing some area of their business or in developing anything, such as a plan or process.
Guidelines for creating a technical content
Usage of technical content marketing solutions are more in-depth than blog posts or other forms of free content. Take a strategic approach to technical content as part of an integrated marketing and lead generating operation.
Create a content marketing plan
Technical content marketing is similar to other types of marketing in that it follows the same principles: It becomes much more successful when well-planned and incorporated with the rest of your marketing strategy. Make time to establish a strategy including your objectives, subjects, contributors, platforms, ongoing development, and advertising.
Understand what people are looking for
You don’t have to look far for topics to write about. Consider the following when listening to your clients and prospects:
- What are the questions they are addressing to you?
- Which issues are having an effect on their businesses?
- What is keeping them awake at night or causing them financial loss?
Create high-quality content
Create technically trusted and high-quality content that provides authoritative responses to their most pressing queries or solutions to their most urgent technical issues. Consider the questions that consumers will have at each stage of the procurement process and tailor your information accordingly.
Find the best technical topics
Keyword analysis tools can assist you in determining the search keywords that people use to locate information about your products and services. Utilize these tools and the insights provided by your customers and sales staff to determine the most essential keywords for your site’s visitors. Then, create content centered on those keywords. Concentrating on appropriate search subjects will improve the overall success of your technical content marketing.
10 Tips for success in technical content marketing
Create an enticing title
Create a good cover
Choose an image that goes with the cover
Brand it effectively
Include examples from real-world situations or case studies
Highlight the writers
Increase the size of the landing page
Conclusion for technical content marketing
If your technical content marketing strategy does not yield the desired results, do not despair. Inquire of a few valued customers about the relevance and quality of what you’ve published. You may need to choose a more engaging topic, present your content more professionally, or increase your promotion efforts. Examine your contact form as well; be cautious to seek only the information you require.