How to make your tech content marketing more engaging

As a tech company, you need to make sure you’re speaking the same language as your customers when it comes to your tech content marketing.

You and your team may love to dive deep into the details of your device, but for customers, it’s the emotional connection that’s key.

The truth is, most people don’t care how tech works. They just want to know what it does and how it helps them solve a problem.

Some benefits of your product or service may not be immediately apparent to those without technical know-how, but it’s crucial to work out how to explain them in an approachable and compelling way.

A good guideline to help you find the right approach is mobile phones. Much of the most sophisticated mobile tech we use is marketed with a minimalist approach, exemplifying how it makes life simpler and easier.

Technology Content Marketing: Essential for Success

A study by The Content Marketing Institute shows 82% of tech marketers credit content marketing for brand awareness, 80% for leads, and over 60% for increased revenue—a massive jump.

Tech innovations change lives, but cost creates hesitation. Effective marketing provides the emotional push to invest.

Don't believe tech buying is purely logical. Emotions drive decisions. An emotional narrative about your tech's benefits doubles the performance of rational pitches.

Strategic content marketing across platforms builds authority and trust.

SEO and keyword research boost visibility, ensuring customers find you. Engaging, simple solutions make you the clear choice.

Customer testimonials are powerful. Success stories build relatability and credibility.

Let's dive into key steps for effective technology content marketing.

Know your audience

Audiences for high-tech products or software as a service come in all shapes and sizes. Buyers might be large businesses, small enterprises or consumers. Regardless, your audience always comprises individuals who ultimately make the buying decisions, and many of them will not be tech-savvy. 

More than likely, the specs will mean very little to them. You require your marketing to take a more personal approach, appealing to the hearts and minds of a non-technical crowd.  

You may know all the ins and outs of how your tech works, but your customers just want to know if it will deliver the benefits or results that they need. 

Keep it conversational

Tech specs are conventionally conveyed in a very mundane way, with dull instructions in a manual. 

However, a less formal approach makes the information easier to digest. Your audience wants to feel like they know you and can trust you as a brand. The best brands do this brilliantly, without lecturing or instructing, but with inclusive, warm language that appeals to the audience’s emotions.

If in doubt, remember to focus on why not the how. Don’t tell them how it works, tell them why it benefits them.

Avoid the jargon

Certain words and phrases may be second-nature to you in your industry, but that doesn’t mean your audience will understand them. 

Jargon masks meaning. Get to the point with concise language that connects, bearing in mind that your audience might not have your level of industry understanding. 

You’re not aiming to dazzle your audience with your genius. You’re writing to inform them, always seeking the simplest, most effective way to communicate with your specific audience.

Talk benefits, not features

Your audience wants to hear about positive outcomes that they will experience from using your product or service. Going into detail about the technical features is a turn-off. 

Don’t talk about the feature, talk about the problem it solves. Focus on highlighting why your solutions offer more than the competition when it comes to fixing their problems.

Grab attention with headers

Headlines grab the audience’s attention, but they also help with SEO. When writing marketing content for websites, breaking the text up into headings and subheadings helps both a human reader and the search engine bots. They look for header tags in the website’s HTML in descending order of importance from H1 to H6.

Short sentences, short words

When it comes to impactful content, less is more. Long, sprawling sentences only serve to confuse and lose the point. Creating short and sweet sentences with lots of useful, relevant information is the best way to connect with your audience and satisfy search engine algorithms. One study found that high readability (indicated by a lower score on the Gunning fog index) was strongly correlated with positive consumer engagement and brand awareness.

Back up with visuals

Visuals have the power to create a deeper connection with your audience. Venngage found in their annual 2022 survey that 63 per cent of digital marketers rated visual content as very important or crucial to their strategy. Through the power of visual storytelling, you can create emotional bonds, forming empathy and trust, while also conveying key information in a clear and easy-to-understand way. 

Using visuals also helps with text readability, breaking up chunks of text and enabling your audience to digest larger amounts of information. 

Sprinkle in stats

Adding statistical evidence to support what you are saying adds authoritative weight to your claims. You can help your audience engage more fully with your content by framing these statistics within a story.

Most of us have short attention spans and can soon forget figures from a presentation because there is no emotional connection made. But storytelling has a much longer-lasting impact. 

When information is conveyed with emotive words and imagery, it leaves an emotional residue that remains in our memory and makes us feel good when we think about it. The best tech content marketing is emotive, storytelling content, with statistics sprinkled throughout in an engaging way.

Conclusion

Filtering all that techy expertise into approachable and compelling content can be hard, but it’s a crucial skill to master if you want to fully engage your audience, drive your website ranking and increase visibility. The above tips should help you figure out where to start — or if you don’t have the free time, hire an expert content creator to take on the job.

Elevate your online brand presence and connect with your tech audience

Contese Content Strategy Agency strategists and writers craft clear, engaging, and SEO-optimized content strategies to define your brand voice, expand your online brand awareness, and build lasting customer trust. Reach out today.