Content Marketing for High-Tech Companies to Boost B2B Sales

Content marketing for high-tech companies can be tricky. You have to cater to both highly technical audiences and potential customers that might need your services spelled out in plain English, aka non-technical terms. 

As a two-sided platform, FindLight uses its blog to appeal to a relatively large buyer audience. It publishes a mix of articles on highly technical topics in photonics, robotics, nanotechnology, etc., as well as blog posts on popular technology topics that would also cater to non-technical users.

Leaning your content marketing to being customer-centric will help you build your clientele while engaging your most important decision-makers. In the end, it helps build brand awareness. More on the latter below.

Content Marketing Photo by Thought Catalog on Unsplash

Creating Content 

When establishing your content marketing strategy, it is important to make sure your content is entertaining, engaging, and educational. Educational content can help consumers learn about various products you sell or technologies you pioneer. Informed buyers in turn will become happier customers and evangelists of your technology. If your content has an exceptional voice and personality, more so a brand that is easy to engage with, then your content will also be easier to digest and remember for customers. 

Educational-Focused and Consumer-Centric Content Marketing

If you are having a hard time coming up with content ideas, ask your current customers what they wish they knew before your first initial call. Write down and put into a spreadsheet common questions asked by customers in sales calls and see what can be turned into an Instagram post, email newsletter, Tik Tok, or blog post. Infographics are great educational tools and can be used on your website and promoted on social media. 

Educational content that answers customers’ questions will be highly engaging content. It is also something you can use in the future to share with potential customers at any stage in your sales funnel. If you have yet to do so, launching a blog on your website to write blog posts on can help boost your SEO and drive traffic to your site. If you do not have the time to write the posts, look into hiring a freelance writer once you have your list of topics to help out. 

Different Communications Strategies 

Sometimes it might take different ways of communicating to catch someone’s attention. Try hosting an email newsletter or sending out SMS reminders about products or new posts on your site. With a plethora of various communication platforms from email, chat, and social media, it is important to keep your finger on the pulse of the main platforms where your customers are.

If you are always communicating with investors or customers the same way, your metrics will likely remain unaffected by your content marketing efforts. So, mix and try various platforms of communication to properly broadcast your content.

Press Strategy in Content Marketing 

Press releases are always an incredibly helpful way to have content lined up. Making sure to always post promotional content if a founder or your company is involved with the different press is great for any social media account you have. 

When we talk press we mean the largest umbrella of topics. Try taking some time aside to see what type of press might interest your customers. The topics could cover important company updates, stories on how the company was formed, noteworthy company stories, product announcements, partnership announcements, etc.

You can also use press releases to announce: 

• Virtual events 
• Short articles
• News articles 
• Podcasts 
• Hosting talks on Instagram, Facebook Live, or other social media sites
• Getting involved in local events 

If you could go beyond your channels and get press coverage by others about your company and technology that will be great. Outside press helps establish credibility, and bring in new customers from channels that you could not reach otherwise while re-establishing your brand’s global footprint. 

Thought Leader Photo by Jaime Lopes on Unsplash

Becoming a Thought Leader 

Developing your company’s voice is incredibly important. Sometimes that voice also involves strategizing how the founders or employees of  the company can lend their voice to the mission. Creating a brand for co-founders or employees to become thought leaders in your industry can help your company and also be a valuable source of content. 

This can look like this: 

• Speaking at webinars 
• Posting videos on YouTube or on your website
• Research reports
• Short articles or blog posts written by them 
• E-books/white papers
• Case studies

Especially if the founders have an amazing story of their journey of being business owners or inventors, there are a million layers to pitching “thought-content”. The TED conferences are great examples, but it does not have to be on such a large scale. Speaking at colleges, science conferences, trade shows, or other small to medium size events can have the same effect. This can be especially useful if the speakers get posted online where you can tag them on your website or socials. 

Once your founder or employee participates in thought-content, then the company can make derivative content by promoting it. If your founder recently published a research report or spoke at a webinar, it is important to have content advertising such.

Build a Community through Content Marketing

Though all of the above are great ways to invest in your company’s output of content, it is just as important to look at the bigger picture of content marketing: community. All content should have the higher purpose of forming a community and following. While making content ask what it is serving your followers. Are you letting them know of a conference you will be hosting? Are they learning something? Will this be helpful for them during their buying process? The list goes on. 

Now is an important time to stress quality over quantity regarding content. Over-creating that lacks authenticity will not be able to help your sales or company. If you find yourself lost with what content to make, lean into your customers and take a pause. Helpful content helps boost traffic. If there is no purpose behind your content, it will not help your sales funnel or SEO. 

At FindLight we create technology content that caters to potential buyers. By creating a community and thought leadership in the space we also support our suppliers. This happens on two fronts: by increasing the potential base of qualified buyers and establishing ourselves as a competent platform to buy from. Similarly, our sales and marketing blog hopefully brings useful content to our suppliers giving them tips, tricks, and ideas to boost their own sales and marketing. We live at times where content marketing is an indispensable part of any successful business.