Updated: Jan 31
The Updated Industry Guide: Your Content Creation Tips for Technology Services
Marketing, as a whole, has been an ever-evolving field. In 2020, content marketing is still the most widespread practice for achieving higher revenue and increasing the number of customers.
In 2020, What Content Should You Invest In?
In 2020, the name of the game is dynamic content. A personalized greeting on a mass email is the most frequent example, but not the only one. There is also enhanced landing pages, tailored web experiences, and increased form effectiveness. Dynamic content is tailored to what the user is interested in at a particular time.
Thus, relevance is key to effective dynamic content. This involves clever use of data as well. You can use a content governance solution to collect consumer and demographic data. You can also avail of content performance metrics. These communicate to marketers the materials, which certain leads are interested in and when they are interested.
AI is King in 2020 and Beyond
Many brands are already using AI to create higher quality content at scale and high speed. For example, the Washington Post uses a bot to write articles on a variety of simple, recurrent topics. This speeds up content production, increases efficiency, and analyses data to make sure content is conversion and search optimized.
The demise of great content production is exaggerated despite all the media rhetoric about machines replacing people. The future and purpose of AI is to enrich what has already been achieved by human creators of content.
AI can improve the chances of getting to the right audience and help streamline content delivery. It can collect data to figure out what image to use and write social media updates. It can harness it to see what hashtags to use and when to post for optimal results. Most importantly, it can help predict valuable information about customers and what the most successful content will be based on user preferences.
In 2020, the main focus will still be on building trust and protecting a good reputation. If potential clients can relate to your business and if your content strategy can convince them that you actually care about them and not only about their money, increased profits will follow. People will value your efforts.
The Current State of The Market
According to 2020 data of Hubspot, just 17% of marketers use landing page A/B tests to improve conversion rates. The average ecommerce industry conversion rate has dropped to 2.04%. Surprisingly, the industry with the greatest average conversion rate is arts and crafts, but that’s only 4.01%.
Here’s some good news about video content. Using videos on landing pages will increase your conversion rate by an impressive 86%.
In a report published by Gartner, the cloud computing industry was worth $153.5 billion in 2017. This number increased to projected $186.4 billion in 2018.
Digital ads spending is also increasing across all technology branches at an average of 16.6% annually.
Create Your Buyer Persona(s)
As a tech company, you will mainly be involved in B2B content marketing. The buyer persona will vary in terms of the solution you need to provide them with since there is no one-size-fits-all formula when it comes to tech solutions.
To establish your ideal buyer, take a look at your clients at the moment. For a company in the tech branch, you will be probably dealing with CEOs, CFOs, IT specialists or office managers.
Pro content creation tip for technology services: Adjust your content calendar to evenly distribute content between the established buyer personas. A CEO and an IT specialist will be interested in different aspects of the same story. In order to reach out to both of them, you need a different approach. Creating a case study about a successful project will be of an interest to the CEO – they want a social proof of your work. IT specialists, on the other hand, will be more interested in the creation process: what’s the technology behind the idea, how was the execution made possible etc. They will evaluate your expertise based on their own experience, which is why creating several buying personas is a good idea for tech services.
Content Creation Tips for Technology Services: Be Versatile
One of the main misconceptions when it comes to content marketing is that it refers only to blog creation. Actually, your blog is only one piece of the content strategy puzzle.
Sure, good blog posts can get you really far. Blog posts can be responsible for an increase not only in profit, but also in the number of visitors, leads, conversions and ultimately, loyal customers. Still, your blog is only the place to start but it doesn’t stop there.
Your potential clients are scattered around and they can come to you through different channels. All of those customers have a preferred content type which can be easily discovered – someone who because your customer after watching a video is clearly drawn to the visual explanations rather than textual.
The Most Engaging Content in 2020
In order to reach out to customers, you need to be versatile and create different types of content: eBooks, videos, infographic, case studies, webinars, and podcasts. We’ll return to video content as the most engaging type. It is 50 times more likely than plain text to drive organic search results. The popularity of video sharing platforms like YouTube is skyrocketing and will continue to do so in 2020. This can also be said for short form video, augmented reality (AR), and virtual reality (VR).
Image-heavy content is all the rage as consumer preferences and habits increasingly gravitate toward it. And that’s no surprise. A social media generation with a need for immediate gratification and a short attention span turns to video because it explains tech stuff faster.
Video can seem like a far cry from more conventional kinds of marketing. Viewers should know who is actually speaking to them even though they might be surprised by the content. In other words, don’t disregard the importance of brand consistency. 90% of searchers are still making up their mind up about a brand before beginning a search. It is also important to optimize for mobile. According to Statista, 52.2% of the world’s Internet traffic comes from mobile devices. This clearly indicates that your website must be optimized for mobile devices.
Pro content creation tip for technology services: To convince your clients that you are the company that can make it all happen for them, you need to showcase your success first. By showing versatility you are signalizing that you can easily adapt in accordance to what’s required.
Set Realistic Goals
It is only human nature to think that you can do a better job than your competitors. That might be the absolute truth, but it becomes completely irrelevant as people are not aware of that.
Your competitors are out there, fighting their battles in the same way as you. As since they also know how important content marketing is, it makes things even more difficult.
There is still a lot of room to be creative and set yourself apart. Because of the huge competition, you need to set realistic goals that you can achieve in a given time frame and work your way from there.
Things can go wrong if you are trying to achieve too many things by using one simple strategy. Before you even develop the strategy, decide what your goals are.
Are you looking to generate leads, raise brand awareness or simply drive more sales?
Whatever it is, set a clear goal: how many leads, how many followers or how much sales.
A report titled “Driving Digital Effectiveness with Product Thinking” elaborates on the concept of product thinking, a concept used by the biggest companies in the world such as AirBnB, Spotify, and Uber. The repost states that “companies should be able to connect investment with return, allowing them to prioritize their activities more effectively. When done correctly, product thinking also encourages a customer-centric approach, connects teams and individuals with a collective sense of purpose, and returns value more quickly”. In other words, you should be able to fit each of your set goal in the bigger picture and not keep them as separate.
Pro content creation tip for technology services: If your content marketing campaign is not giving you the results you were hoping to get, try doing split testing. By doing so, you can discover what the problems with your strategy are and adapt accordingly without having to start from scratch.
Your Website is the Center of Your Business Universe
If you offer a technology service, there is no way in the world you can get away with a bad website in 2020.
Simply put, would you be considered a professional hairdresser if your own hair looks a mess? In the same way – would you be considered as a credible tech company if your website is outdated and full of bugs?
Pro content strategy tip for technology services: When it comes to your website, try to make it as simple to navigate as you can. Statistics show that it takes users only a fraction of a second to form an opinion about a website. Being able to quickly access information is one of the most important traits that a website should have, together with a modern web design and good website speed.
Don’t Forget About SEO!
Almost two-thirds of marketers actively invest in search engine optimization. In 2020, optimization is more important than ever. Optimize old blog posts – you can increase the number of monthly organic search views of these by 106% on average.
70-80% of search engine users focus solely on organic results and improving SEO and growing organic presence are top priority for 61% of marketers. Half of all search queries are at least four words long. According to New Media Campaigns, organic SEO is 5.66 times more effective than paid search ads.
Organic SERP clickthrough rates are lower for generic keywords (one to two words) than for long-tail keywords (three to four words) by 4% on average. They are also lower for non-branded keywords than for branded keywords according to Smart Insights.
What is the top SEO tactic to make site performance better? Page speed optimization. Take this into account in your marketing efforts.
By doing an extensive keyword research you can work towards ranking on the first page of the search results. Statistics say that the first page of the search results gets 95% of all traffic on the given keyword, so if you want to be found, that’s where you need to be.
Pro content strategy tip if you are looking for the best content creation tips for technology services: Guest blogging is the perfect way of boosting your SEO while at the same time promoting yourself on a third-party website. Consider collaborating with existing clients and create case studies that will provide value to readers.
Creating a successful content marketing strategy as a tech business doesn’t have to be a complicated process if you set your goals right. These content strategy tips will help you get on the road to success.