If you’re like many solution providers, you need great marketing content. You’re just not sure how to create it. What works? What doesn’t? What do readers want? We get it. Writing can be tough, especially for tech, but it doesn’t have to be overwhelming. Here are six tips to help you create engaging content for your marketing collateral.
Write for a Specific Audience
To create effective content, you must write for a specific audience. Don’t try to create copy that applies to everyone. For example, imagine you sell security solutions. Your K-12 customers will have very different wants and needs than your enterprise or retail customers. By narrowing down the audience, and speaking to their needs, you’ll get much better results.
Write Clearly and Simply
If you want people to read and act upon your content, you must write clearly and simply. So, what does this mean? Write short, concise sentences, avoid buzz words and industry jargon, and don’t get overly technical. Remember, marketing content is for end users, not technicians or engineers. When in doubt about a word or sentence, ask yourself if it’s something an average person might say. If not, try replacing it with something simpler or more natural.
Avoid Acronym Soup
Speaking of writing clearly, be careful with acronyms. While people in tech speak acronyms fluently, the average person doesn’t know the meaning of DaaS, SaaS, or CSP. When using acronyms, write out the phrase the first time, and include the acronym in parentheses. For example, Internet of Things (IoT) or device-as-a-service (Daas). After that, the acronym can stand alone.
Emphasize Benefits, Not Features
To effectively sell your products or solutions, you must explain how they solve problems or add value. Don’t just recite a list of specs or features. For example, if you’re selling displays, don’t focus on screen size or resolution. Instead talk about how the displays drive engagement, improve productivity, or otherwise add value.
Include a Call to Action
Once you’ve written content, don’t forget to tell your readers what to do next. This may seem obvious, but many solution providers and manufacturers forget this simple step. Sample call to actions include:
Check Your Work
Finally, when you’re done creating content, be sure to proof your work. Better yet, have someone else do it as it’s easy to miss your own errors. You’ve worked hard to create compelling content. Don’t let typos, misspellings, or grammatical errors distract from your message.
Creating great content may seem like a daunting task, but like many things in life, the more you do it, the easier it gets. These six simple tips should help you get started.