TRANSFORMING ENGAGEMENT

How Content Marketing Strategies Drive Growth in the Technology Industry

Content’s Role In Technology

Complex sales cycles take months and involve dozens of buyers who conduct research, talk to industry peers, and form consensus across internal teams. If you are not facilitating this process with content that helps them complete their buying tasks, then you may not be in the consideration set or you’re likely competing on price.

A group of seven people in a modern office working and discussing around a long table with laptops and a glass of water, with large windows in the background.

Our Approach to Great Technology Content

DON’T FORGET THE NON-TECHNICAL BUYER

Yes, your primary contact is in IT and you have a well-honed message for that buyer. However, as technology continues to transform our economy, non-technical leaders are having a bigger influence on technology investments. Understanding the business outcomes they seek is critical to gaining their consideration. We create content for them; content that makes complex solutions easier to understand because they are presented within the context of your audiences’ business goals. It’s also enjoyable to read.

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OUR MANAGING EDITOR MODEL

Most agencies pair art directors with writers to create ads. We create content that is a product in and of itself, designed to educate and empower buyers. To ensure value, we assign a managing editor; a storyteller who is an expert in your business. They, in turn, work with our proprietary group of industry writers to deliver content that drives engagement and affinity for your brand.

A diagram titled 'B2B Deal Cycle' with six stages listed vertically: Business Strategy, Refine Solutions, Define Offering, Financial Model, Implementation, and Operations. Each stage has corresponding content opportunities and benefits outlined sequentially on the right.

OUR CONTENT DEVELOPMENT PROCESS

1

Strategy

  • Discovery & Research

  • SME Interviews

  • Market, Brand, & Customer Analysis

  • Audience Personas

  • Brand Positioning Message Ladder

  • Editorial & Campaign Strategy

  • Content Center Of Excellence

2

Development

  • Content Briefs

  • Managing Editor

  • Industry Writers

  • SEO & Social Media Excerpts

  • Design

  • Production

  • Collaborative Reviews Throughout

3

Amplification

  • Online Content Hub

  • Social Media

  • Search

  • Digital

  • Custom Publications

  • Traditional Media

4

Optimization

  • Key Performance Indicators

  • MarTech Stack Analysis

  • Testing Plans (topics, "authors", formats, headlines/subheads, media, cadence, CTAs) 

  • Analysis & Reporting

  • Quarterly Business Reviews

CASES STUDIES

Dell logo in blue with black accents.

Challenge
Strategic alignment across
all employees.

Solution
Brand messaging guide
and internal events.

Results
Easily understood and widely adopted value proposition and elevator pitch.

YouTube logo with a red play button and black text on a red and orange gradient background.

Challenge
Lack of support from
non-technical buyers.

Solution
Thought leadership for generalists to differentiate
the brand.

Results
Shorter purchase cycles and more deals.

ASUS Business logo with white text and blue arrow on a dark background.

Challenge
Global launch of ASUS Commercial group.

Solution
Content packages tailored for SMBs to convey value and differentiate the ASUS brand.

Results
High value content to break into new markets.