When content marketing is done effectively it can attract search engines and engage live readers. New content optimizes search results because of Google’s algorithms. High-quality content hooks web site users and helps to demonstrate your expertise and builds trust.
However, some companies that sell high tech products and services accept myths about content marketing that just aren’t true. This may lead you to reduce your efforts or budget in the area of content marketing or avoid certain strategies because you mistakenly think they won’t be effective.
Here are five myths we’ve heard about content marketing for high-tech products and services.
Myth 1. Our sales take place offline, so we don’t need content marketing.
In many high tech industries, you are not closing sales online. In-person meetings are still part of the sales process. It’s just not reasonable to expect prospects to go to your web site and immediately buy online. You may not even offer online sales.
The truth: But, it’s very likely that your prospects are going to your web site to conduct pre-buying research. They may be confirming technical specs, deciding who to interview or putting together a list of which companies to include on their next RFP.
If you can’t be found, you can’t get that first appointment.
Additionally, the type of information prospects are looking for is ripe for content marketing. Think about the questions they have and see how you can answer and educate them using articles, videos and case studies.
Building a positive reputation for your brand before a prospect is ready to buy puts you in a favorable position when the time comes.
Myth 2. Long sales cycles don’t work with content marketing.
Some highly technical products require a long sales cycles with buy-in from multiple figures, including technical managers, procurement specialists and CFOs.
The truth: With long sales cycles, you’ll want to think about different content pieces for the top, middle and bottom of the sales funnel. What will convince an early prospect to read more? What will get your company’s name on the RFP list? How can you showcase your expertise and past experience?
We’ve built web sites for tech companies that enable IP tracking through services such as HubSpot or LeadLander. You may be surprised just how many times a prospect visits your web site. They’ll visit before they’re in your pipeline and throughout the sales process.
Having multiple touch points with a customer helps build trust and greases the wheels for the sales process. Providing new, helpful content is a great reason for prospects to keep in touch with your brand.
Myth 3. The people who need to know about us, already know about us.
While many tech industries are new and quickly changing, in certain, in older well-established fields it seems like all the players already know each other. In this case, it can be easy to think it’s OK to continue to rely on what’s worked in the past: in-person networking, trade events and socializing.
The truth: Have you looked around and seen how many industries have been disrupted by new ideas? As much as you may wish it to stay the same, it’s very likely that change is underway in your industry.
It’s no longer safe to just keep doing what you’ve done in the past.
Content marketing is one of the best ways to position yourself as the industry expert. If you are an innovator or market leader, make sure everyone can see what you’re doing. And that doesn’t mean you have to (or will want to) give up those other marketing activities.
Myth 4. No one uses Google to find us.
Another riff on the idea that “everyone who needs to know already knows”, is the idea that no one uses Google or other search engines to find the site of highly specialized, tech offerings.
The truth: Face it, everyone uses the web to research everything.
In your case, you may get most of your web visitors through direct traffic. That means they know your name and directly type your URL. Just because they already know you doesn’t mean it’s too late to make a good online impression. Great content available to share with prospects, and even current clients, will demonstrate your industry knowledge.
In fact, content marketing to existing customers may be even more fruitful than trying to attract unknown prospects. Give your current customers a reason to take a look at additional offerings by showcasing work you’ve done with other clients.
Secondly, the more tech-savvy your prospects are, the more likely they are to be using internet search to research everything. Personal referrals only go so far. Nowadays, the first place people to check out a new product or service is online. People will search, even on highly technical terms, to see what is out there. You want your firm to be the one that pops up in search and is able to earn the trust of prospective clients.
Myth 5. Content marketing doesn’t work for tech.
Many tactics that work for consumer or lifestyle marketing won’t work for specialized niches.
The truth: Not every channel will be a good fit.
Content marketing is a vast field with huge opportunities. It covers social media, blogging, e-newsletters, videos and webinars.
It may be a waste of time for your firm to be posting to Facebook. You can’t expect your videos to go viral. However, promoting content using targeted LinkedIn groups may be tremendously effectively.
Webinars may have low attendance, but if the right prospect signs up, it is just the strategy you need.
Don’t overlook the value of content marketing for your tech-based firm
So don’t tune out all the opportunities for showing your expertise to your prospects and current customers. And definitely don’t forget to keep your own web site alive with new content so that it ranks high in search. Content marketing can help you with both of these strategies.
Are there other myths that make it hard for you to get buy-in for content marketing at your tech company?