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September 19, 2022 Content Chat Recap: How To Create Customer-First Content For Tech Companies

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A Content Chat header image that says today's topic is how to create customer-first content for tech companies with guest Lakshmi Padmanaban.

Most technology companies have a content problem.

Despite a potential wealth of engaging customer stories and meaningful ways that the technology is helping humans, tech company content is often filled with jargon, overfocuses on the tech itself, and is simply boring. But it doesn’t have to be this way.

In this #ContentChat recap, Lakshmi Padmanaban (@Lakshmi_Writes), an engineer-turned-writer who specializes in long-form B2B content, and the community explain how to create customer-first content for tech companies. Read the full recap below to learn:

  • Common reasons that tech company content fails to resonate with readers
  • How to amplify your customer voice in an authentic way
  • Ways to turn tech-heavy announcements into engaging content

Q1: What makes so much tech company content irrelevant, inaccessible, or simply boring? Share your least-favorite and too common worst practices and pitfalls.

There are many reasons that people do not like tech company content. For starters, B2B tech company content often focuses on the product and product features, not the customer’s needs…

Buries the lede or over-explains a topic to fulfill SEO needs…

Fails to adequately address the reader’s needs and questions…

Is packaged in an outdated format or design…

Lacks a unique voice and is too often filled with jargon…

Fails to provide a complete journey for the reader…

And tries to drive a sale without providing value to the reader.

Q2: What audience or persona details are helpful to know when crafting customer-focused content?

To craft customer-focused content, content marketers should understand the customer journey for each level of customer, and the associated touchpoints across that journey…

The pain points (or points of possibility) that your solution can address…

How your target reader consumes information and who they look to when seeking purchasing recommendations…

And the organizational dynamics and market landscape that can affect the buying process.

Q3: When considering making a technology investment, what kind of information and content formats do you find helpful to make your decision and the business case for purchase?

Clear ROI numbers—as told through customer testimonials and case studies—are powerful for explaining how your solution can benefit your ideal customer.

Community groups can be valuable for potential tech buyers to source recommendations and discuss options, including Facebook and Slack groups.

White papers and case studies are helpful, especially for providing in-depth details and bringing customer stories to life. Slide decks, however, are not preferred.

Create content to address needs throughout the buyer’s journey, including content targeted toward alleviating specific pain points. Video content can be helpful, especially short explainer videos or demos.

Comparison blogs are helpful for buyers that are considering replacing an existing solution.

And help your primary persona(s) get the necessary buy-in and budget approval.

No matter what type of content you create, be clear and concise about what you offer and how it can help your target buyer.

Q4: How can customer case studies be used to amplify your customer’s voice?

Customer case studies allow you to authentically discuss specific use cases of your product and the business benefits it can provide.

Case studies provide necessary third-party validation to help potential buyers know if your product is a good fit for their team.

Provide clear success metrics that address the human element of your product.

Q5: What should a customer-first landing page include to appeal to your customers’ needs and convince them to trade their data for your content?

Landing pages should put the reader’s needs front-and-center. Explain how the solution addresses their common pain points, show how it can help, and back up your claims with numbers and proof points.

If you are driving people to a gated piece of content, provide an at-a-glance look at what they will learn. Set the stage for the problem, explain who the solution is targeted toward, and share 3-5 clear takeaways from the content.

Think through these FAQS.

And assess if you actually need your target buyer to provide details like a phone number or address.

Q6: How can content marketers take an understandably tech-heavy corporate announcement, such as a product update press release, and turn it into appealing content for its customers?

Explainer videos, email content, and in-depth blog posts are great content formats to create ‘show and tell’ content about your technology.

Create a distinctive voice that focuses on helping your users.

Explain the meaningful outcomes for your target buyer. Turn “we” pieces and revise them to focus on the “you,” your customer.

Q7: What tools do you use or practices do you follow to understand your audience’s needs and their potential content interests?

Metrics like email open and response rates, reading time, and bounce rates can help you understand what content resonates with your buyers.

Directly connect with your ideal buyers to understand their needs. Set up 1:1 coffee chats, send DMs, and experiment with polls or surveys.

Q8: How can you make the case for change in tech startups that take an “ask forgiveness, not permission” POV on customer name use and email opt-ins?

Always get explicit permission from your customers for you to contact them. Ideally, you should enable them to share how often they’d like to hear from your brand and in what capacity.

About Alek Irvin

Alek Irvin is a content marketing professional with a rich history in social media management, executive thought leadership development, and media relations. As a consultant at Erika Heald Marketing Consulting, he creates human-focused content and thought leadership platforms that help brand leaders connect and engage with their communities. Alek has worked with a range of startups and Fortune 500 companies across the B2B technology and consumer spaces, including IBM, Dell Technologies, Hitch Works, Emtrain, Integrate, and Frameable. Connect with him on Twitter @AlekIrvin.

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