Every digital marketer has, at some point, heard the saying “content is king,” and whilst a lot of both B2C and B2B companies are making content a priority, the B2B tech startup world still seems to waver in its commitment to creating content that works. This is despite statistics — such as the ones detailed in the "2018 Technology Content Marketing" report — that show B2B tech companies can drive not only better results with their content marketing strategies, but ones that exceed those of B2B marketers in other industries.
In this post, I am going to cover a few reasons why startup B2B tech companies should be creating good content and what good content actually looks like.
The B2B tech startup world is huge, with more and more companies being founded every day, all fighting for visibility and adoption by users. In such an actively competitive market, it’s very easy for your organization to be drowned out by the sheer noise and denseness of the industry. So why bother creating content?
I have encountered many companies, especially those in the B2B tech startup space, that are reluctant to produce educational content for their audience. This is very often out of a fear that they will be giving away valuable info or services that, in their mind, should be paid for. That attitude isn’t going to get you very far.
Your customers want to be empowered; they want to gain something from you before investing in your product or service. When you publish content that fulfills their curiosity or helps them solve a problem in some way, you are going to be seen as a brand that is knowledgeable, helpful, valuable, and — most importantly — trustworthy.By creating quality, educational and helpful content that answers some of your customers’ most common questions, you do more than just market yourself. If you can develop a library of content that acts as support/help material, you can take a lot of weight from your support team’s shoulders, allowing team members to focus on other tasks.
As I mentioned earlier, the B2B tech startup market is hectic. It is full of people who are all competing for businesses' attention and money — which can make getting found rather difficult. Of course, you could pump all of your capital into paid search and paid social campaigns, but especially if you are a startup or a small business, there is always going to be someone with a bigger marketing budget.
So how do you actually get your brand found? Good content. At Legalesign, we are a startup that can’t afford to compete with the marketing budgets of some of our competitors, but what we can do is create informative, high-quality, and valuable content for our users and prospects that will rank well.
The production of quality content is a tried-and-tested way to work your way up search engine results pages (SERPs). That's because with good content that your audience enjoys and finds helpful comes organic keywords, better numbers (time on site, bounce rate, etc.), social sharing, and — importantly — backlinks. All of these things will help you build up strong SEO, spread your brand's message, and aid you in becoming a trusted source of information and quality service.
Now, obviously you need to be producing good content for this to work. That means producing relevant, informative, and helpful content that assists your prospective customers and targets the relevant keywords that your audience is searching for.
The problem a lot of startups have is that they may have developed something that their market doesn’t know about yet, which makes it even more difficult to be found. How do you get business if nobody is searching for your product? Well, chances are your audience members are searching for general ways to solve their problem, and by producing content that helps them and introduces your product as the solution, you enable them to find you.
Download the and start creating the right kind of content that will increase your website's search rankings.
HubSpot reports that 47 percent of buyers look at three to five pieces of content before they contact a company directly, and if your content is cold and inhuman, they probably won’t. One thing that good content can help you develop is your brand's voice. Creating content is a great way to put across who you are as a company. You can use your content to connect with your audience and humanize your brand.
Being relatable is critical for modern-day customers because who wants to use a product from a brand that has no human face? You want to appear approachable as well as knowledgeable, which is particularly important in the B2B tech startup market. Products in this space often come across as complicated and overly technical at first glance, which can scare a lot of prospects away. But by creating content that's friendly and helpful, you can show that, despite making a technical product, your company is human and welcoming.
Conversational content is fantastic for many reasons. Not only can it make your brand relatable, but it can also lead to valuable suggestions, strong relationships, and a great customer-centric reputation. Publishing content that invites commenting, sharing, and the chance for a conversation is a massively helpful way of learning about your customers and their needs.
This kind of consumer insight is very useful for all companies, but particularly for B2B tech startups that have products that are feature- and functionality-based. You can use what your customers are saying to make tweaks, create more useful content, launch new features, and solve painful problems, thereby giving yourself a competitive edge. You can also position yourself as a company that listens to its customers and helps them wherever possible, which builds that all-important trust between business and customer.
What does good content look like? It should:
B2B tech startups need to put a focus on content creation because, if done right, it can yield incredible results. They also need to ensure that they put a hefty amount of time, effort, creativity, and thought into it, as producing good content isn’t an easy thing to do. Cutting corners will waste your time and end in few to no results.
Sam Bowker is a Digital Marketer from Cambridge, UK. Currently, he manages all of Legalesign eSignature’s marketing operations. A lover of all things ‘digital’ and a novelist in his spare time, Sam’s passion lies in creating informative, high quality and enjoyable content for both B2B & B2C audiences.