Explaining Tech to Non-Techies: Content Strategies for Consumer Tech Brands
Consumer technology is advancing so quickly that even the tech-savvy have a hard time keeping up. Almost every day there’s a new device, website, or app that connects to a new device or website (wearable fitness devices, anyone?). For new offerings to catch on, tech companies have to make them easy to adopt, and well-designed UIs aren’t enough.
That’s why more and more tech brands are looking to educate their customer base with informative, engaging content that answers their questions before they even know they have them.
Fortunately, there’s a great method for doing that: content marketing.
Content marketing is the modern evolution of advertising. But while advertising focuses on the product and is designed to benefit the brand, content marketing focuses on providing easy solutions to customers’ pain points. It’s all about delivering value so that customers will look to you first when they have a question — or are ready to make a purchase.
Here are four ways to make content marketing work for your technology brand.
1. Keep it simple
Technology might be complicated, but it doesn’t have to be rocket science (well, except for when it really is rocket science). To educate consumers about the merits of your products, you need to do so with narrowly focused, easy-to-understand chunks of information.
Blog posts are a common — and incredibly effective — format. Each post should focus on a specific issue that you want to educate your target audience about. For example, a tech brand could discuss how to compare different kinds of computer memory or the most important feature to look for in a new smartphone. Image-focused startups like Pinterest and Instagram could offer photography tips or information on digital editing. And companies like Airbnb could write about things like safety and etiquette. Just make sure to keep it simple. Remember, a blog allows you to post many different pieces talking about different aspects of your product. Don’t try to explain everything in one post!
You and your team can also write bylined articles for publication on other sites. Writing articles for trade publications and professional associations can demonstrate your expertise as a leader in your industry, encouraging people to click on your byline and learn more about your brand.
2. Dive deep
Not every aspect of consumer technology can be fully explained in a blog post, of course. Sometimes, you’ll want to use a longer format to explain a particularly complex topic or to offer case studies. A white paper or e-book is your best bet in that case. People will happily exchange their contact info for these valuable and informative documents, which allows you to develop a valuable email list (which you’ll later use to distribute your newsletter) while educating your customer base. Even though the format is longer, make sure to keep the discussion as clear as possible. A well-organized presentation is essential; images, diagrams, and infographics can help make some of the complicated ideas easier for readers to understand.
3. Provide updates
No tech company just rolls out a new offering and forgets about it. Updates, whether they’re bug fixes or feature enhancements, are both expected and essential. But a lot of consumers have a love/hate relationship with change — they like new features, but don’t want to learn a new way of using a product or service. Blog posts are a great way to give people a heads up about changes that might affect their user experience. Keep the posts simple: What’s changing, why you’re making the change, and how it affects the consumer. Facebook, for example, could blog about why they no longer allow people to use titles in their user names. And a smartphone company could blog about why consumers should remember to update their operating systems.
Sometimes customers need personal help in understanding a product’s value. Twitter, Facebook, and other social media platforms let you do just that. The casual, rapid-response nature of these platforms lets users send their questions to you directly, and you can engage them in a one-on-one conversation that increases brand loyalty while giving consumers the information they need to make a decision. Well-crafted tweets and posts can also direct your audience to your website or to relevant third-party content. For example, a Facebook post that links to a recent review of one of your products is a great way to demonstrate the product’s value. Just make sure to keep your social media account active, to show that you’re alive and well — we recommend two to three updates a day. If you do much more than that, people may tune you out.
Consumer tech can be complicated, but a well-planned content marketing strategy can help clarify things for consumers without overwhelming them with technical jargon. Of course, producing your own high-quality content marketing takes time and resources you may not have yet. In that case, you may want to consider outsourcing to a professional content provider. Sign up for free, no-obligation access to our platform. We would love to see what you have in mind.