What content does a tech company's website need? How much information can be enough for each page? What is the purpose of this content? And what is its expiration date? As you might have guessed, content is everything on the internet. On the one hand, this is what powers every web page not only from your site but also from your competitors' site. On the other hand, content (especially quality) is what users, your potential customers demand, and one of the fundamental elements that search engines value when it comes to positioning. So how should you work with your business's content strategy? We will explain this to you with an example with which you probably identify yourself.
Why is quality content relevant?
You may recall that we've been through various fads when it
comes to web content (not counting the many more that influence its design).
We've had times when the design was visual and the content was sparse (a
picture was worth more than 1000 words). But how do we help users move forward
in their buying cycle? We practically didn't. And as consumer trends and digitally influenced consumer behavior changed, so did we.
More recently, many websites started to follow the trend of
creating targeted content to improve the ranking of their pages in the SERPs.
These pages contained text poor in information but overloaded with keywords.
And again, did this add anything to users? Were these texts of sufficient
quality to help you in your buying cycle? Not really. And for this reason,
among others, Google ended up penalizing this over-optimization, a practice
known as keyword stuffing.
We explain it to you because, although we know that the use
of keywords is important when creating content, its quality must prevail,
regardless of volume. Therefore, it is essential to work on a content strategy
focused on objectives and, above all, taking into account the needs of our
buyer person, that is, of our potential customers during their purchase cycle.
We explain it to you by means of an example:
1.1. Practical case. What is the typical landscape where
content is needed?
Let's imagine that we are talking about a SaaS called Kiwi
Software. As a B2B company, your technology solution is relatively complex. It
offers a specialized product that solves one of the main problems of its
customers, making them highly satisfied and with a high lifetime value.
However, this solution represents a considerable investment for your prospects,
so the buying cycle (the buyer's journey) is considerably long. Ultimately, it
takes a long time for them to land a customer, but when they close the deal,
the customer will be using the software for a long time if the customer service
(not just technical) is adequate.
1.2. Trouble. What does it mean to not have the right
content strategy?
Now let's imagine that Kiwi Software has a blog (a common
practice) that includes articles related to its business activity and current
news from the sector that could be of interest to its potential clients. But
what is the goal of this blog? We could say that, in this case, just to attract
traffic.
Kiwi Software has grown in visibility thanks to its blog and
gets a high volume of visits. However, what does the company do with these
visits? Although some users continue their search process and consult the
service pages of your website, the conversions are low. Users lose interest in
the middle of the process. And the truth is that there is a wide variety of
actions that can be carried out with the right content. What kind of actions?
1.3. Solution. How should a technology company use
content?
Let's say Kiwi Software works well with your blog content.
That you have done research on the problems and needs of your potential
customers, that is, that they are aware of their weak points in the buying
cycle (buyer's journey). Who knows what are the keywords that these users enter
in the search engines. And, therefore, they have a good content program,
with periodic publications focused on the Knowledge and Consideration phases of
the buyer's journey of their prospects, proposing possible useful solutions for
them.
However, when your potential customers want to advance in
their buying cycle towards the Decision stage, the content they consult on the
website is poor. Kiwi Software's website has an eye-catching, visual design,
but the explanatory content of its products and services is lacking. And there
is a lack of conversion systems with which to obtain the contact information of
interested users, potential customers.
What content strategy could you use as a guideline?
In short, all content best practices are incorporated into
an inbound marketing methodology that includes the content strategy itself and
which we can see as a necessary evolution to meet the needs of current users.
2.1. Blogging practices that can help you drive more
traffic.
You already know the importance of blogging to your
business. As we mentioned, this can help you early on in your potential
customer journey. To do this, you must take into account the best practices
you'll see on top tech blogs that put quality content creation into practice.
2.2. Web content that is visually appealing and useful to
the user.
Have you noticed how much information there is on the Apple website?
Disguised with eye-catching designs, eye-catching self-images, and some other
parallax effects, this great tech company doesn't skimp on explanatory content.
While their products aren't as sophisticated as yours, the
content on their pages is by no means bad and certainly speaks directly the
same language as their consumers, given the underlying dialogue in each of
their markets. As you can see, there are many aspects that a company must
consider when creating quality content in each format and for each channel they
use.
2.3. A website that serves as a link to explain complex
products.
HubSpot is a technology company that offers end-to-end
software that allows its customers to conduct inbound marketing campaigns on a
single platform. They are marketers and their website is a success story in
many ways, including content.
Explaining their product, the first thing they offer is
video, the easiest content format to use. They then explain to us what the solution is for the huge variety of tools we need to use for online marketing
(how their software will help us), and finally, they show us their customers'
comments.
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