It’s called “tech talk” for a reason — the strange, complicated terms that many technology professionals use in their everyday lives are often confusing and foreign to casual technology users. This disconnect can make it challenging for technology companies to connect with customers. Take Apple for instance–the capabilities of their products are mind blowing, far surpassing what the average “Joe” might understand. To overcome this cognitive barrier, Apple must translate their offerings into meaningful communications that resonate with even the least technology savvy buyer.
In fact, a recent article from TopRankBlog.com, highlights this very point. In the article, “When Do B2B Tech Companies Need Content Marketing? Inspiration for 2015 Marketing Planning,” author Lee Odden argues that technology organizations must use content marketing to describe and promote their products and services. Odden explains that content marketing is valuable because it helps organizations understand the specific needs of their target audience. Technology organizations can use this tactic to reach, engage and inspire both buyers and influencers.
Odden argues the importance of using content marketing to reach more than just C-level buyers for two reasons. First, because every other B2B technology organization in the industry is also doing this. Second, because actual users of the technology are more influential on C-level buying decisions than most B2B vendors think. Rather than only focusing on the C-level buyer, Odden suggests that organizations identify, qualify, and engage internal and external influencers as a way to differentiate themselves.
Fortunately for B2B technology organizations, the hard part is already over, as most already boast an amazing line of products and services. So defining and implementing a content marketing strategy should be a piece of cake. Odden explains, “Guided by a strategy that answers why, for who and to what end, tech companies can plan and implement content programs accountable to how buyers discover, consume and act on information that will lead to engagement and sales – even advocacy.”
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