This blog post was updated on 28 January 2025.
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. Short articles/posts
Short articles and (blog) posts 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. Your short articles 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 short articles 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.
2. Case studies/customer stories
Case studies and customer stories are valuable content to have on your website because they prove to prospective clients that you can deliver on what you are promising. If you can demonstrate previous success, this will make prospects much more comfortable with the idea of doing business with you. If you can, display your most famous customers most prominently; if Google is one of your customers, do not hide that information at the bottom of the page! When you are creating the case studies themselves, make sure they are simple, straight to the point and easy to understand. Readers should not have to work hard to find the numbers.
Shining example: Adobe highlights objectives and results at the very top of its case studies, ensuring readers get the salient information immediately.
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:
Want to learn more?
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
