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3 tips for content marketing in the technology sector

Content marketing is an integral part of any successful technology business’ marketing strategy.

Good content marketing can boost brand awareness, position you as a thought leader in your industry, and ultimately drive sales.

This blog post will look at three popular (and successful) content formats for content marketing in the technology sector.

1. Social media content

Whether your technology company is B2C or B2B, it is strongly recommended that you be on social media. The reason is simple: it is where your customers are; out of the 4.54 billion people on the internet worldwide, 3.80 billion are on social media. Having a company account on the relevant social media platforms will allow you to reach and interact with this huge audience. By “relevant”, I mean the platforms where your audience spends their time. The types of content you can share on social media are rich in variety; you can ask questions, do polls, share videos, post images and link to external content.

Shining example: IBM does social media content marketing very well on LinkedIn.

2. Blog posts/short articles

Blog posts and short articles are perhaps the format that people usually think of when they hear the phrase “content marketing”, for the simple reason that this type of content is very effective. Blog posts should put across valuable information in a concise and easy-to-digest way. Lists and how-to style articles are particularly popular, as they provide actionable advice in a logical and easy-to-follow manner. One of the key advantages of blogging is that there are almost limitless opportunities to create relevant content. There are so many angles you can take, so many stories to tell – and every post is another page that gets indexed by the search engines and puts you in front of your audience.

Shining example: GoPro’s blog is so inspiring that even its promotional content does not feel promotional.

3. Videos

Videos are a content marketer’s best friend. Inspirational videos can move your audience and lead them to think about your brand in a whole new light. Slick, promotional videos can make your audience feel really excited about your latest technology. And informative, how-to videos allow you to demonstrate exactly how your software or gadget works in a way that is easy for the viewer to follow along with.

Shining example: Adobe Creative Cloud posts lots of how-to videos on its YouTube channel, demonstrating to users how to use its various software. The video below shows how to make a colour split in Adobe Photoshop, something that is much easier to show visually than try to explain using words in a blog post:

I hope this blog post has given you a useful introduction to content marketing in the technology sector. For more in-depth information, read my free, full-length guide here. The guide covers:

  • why technology companies should embrace content marketing
  • how to decide on topics
  • how to decide on content formats
  • tips for content creation
  • tips for content distribution
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Elin Box

Content Marketing Manager at Webcertain
Elin is a Content Marketing Manager at Webcertain. She is responsible for Webcertain’s Self-learning platform, producing in-depth guides on a range of international digital marketing topics. She also helps run the Webcertain blog and is the writer of the Webcertain search and social report, an annual report summarising digital marketing best practices in over 50 countries. She is passionate about educating and empowering people to make the best decisions for their business and is proud to help share Webcertain’s wealth of digital marketing knowledge with the world. Elin is from the UK.

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