Get Busy: Content Marketing for Boosting Productivity Software
Productivity software has become so ingrained in our daily lives that it’s hard to imagine doing without it. Sounds like a marketer’s dream come true, right?
But marketing productivity software isn’t always that easy. As a product increases in popularity, competition also increases. How can you stand out from the crowd?
That’s where content marketing comes in. From well-written blog posts to white papers, social media posts, and product videos, high-quality content is the best — and fast becoming the only — way to set yourself apart from your competition.
Want to learn more? We have compiled four content marketing suggestions to help more and more people get busy with your products.
1. Highlight the helpful in blogs
Blogs are the perfect way to highlight features of your product, showcase ways in which existing features can help businesses, and share case studies from satisfied clients. And because blog posts are relatively short, they are easily shared — increasing the number of readers you reach.
Let’s look at a feature-focused blog post as an example. First, choose a product feature that your clients may not know about or that can be used in ways people may not realize. Next, write a short, 400 to 500 word blog post about how to start incorporating the feature into their workflows. If there are examples of the feature in action that you can provide, make sure to mention it. Help your readers get the most from your how-to post as quickly as possible by using lists and bullets to break up the content.
2. Go in depth with white papers
Although blog posts and social media posts are great for quick summaries and highlights, some businesses are going to want to know more before they commit to a new software package or platform. After all, productivity is a critical part of business success, and they won’t take decisions related to it lightly. For potential customers who want the whole story, think about white papers.
White papers are generally 10 to 20 pages of detailed information on a particular topic. They're meant to educate, not to sell. A white paper should address the challenges the readers face and then explain how these challenges can be overcome. Finally — and only when your readers trust you — do you suggest that your product can solve their problem.
3. Update, inform, and instruct with video
Videos are a great way to keep users up to date on the latest upgrades, changes, and patches. A YouTube channel allows users to subscribe to a video library and receive email alerts when new content is added. In addition to keeping users informed about useful features and recent changes to the software, video lets you really bring your product or service to life and generate excitement about the features it offers. The more dynamic the video and compelling the message, the more engaged the audience will be.
One common pitfall that some companies fall into is starting work on videos without a plan. A good video always starts with answering a few questions:
- What is the purpose and topic of this video?
- Who is our audience?
- What should our viewers take away from this video?
- What should our call-to-action be after the video ends?
Once you’ve answered these questions for yourself, you can start writing a script. Even instructional videos need a narrative story arc. Once you’re happy with your script, revise, revise, revise.
4. Share tips and tricks on social media
In some cases, employees may be unfamiliar with new or specialized software. The introduction given on day one of the new job can be cursory, leaving them with relatively limited knowledge of the application’s features and functions. That can lead to missed opportunities to improve productivity in the workplace.
Again, content marketing offers a solution to that problem. Platforms like Twitter and Facebook are the place for sharing quick tips to help customers get the most from your service or keep them up to date on the latest product news. Social media is also a great way to promote relevant blog posts or white papers. One thing to keep in mind about social media is consistency. Once your clients start looking to you for help, you need to keep updating your social media channels regularly.
The more value you add to the customer experience, the more likely they are to stay customers in the future. Boosting your content marketing will increase that value for them and establish you as a trusted partner in their quest for greater productivity. If creating a multichannel, comprehensive content marketing plans seems overwhelming to you, don’t worry. Prose Media can help. We’re experts in creating multifaceted, compelling content for all kinds of tech products. We’d be happy to help you, too. Sign up for access to our free, no-obligation platform. We would love to see what you have in mind.