Cutting the Jargon: Content Marketing Tips for B2B Technology Businesses

by Johnny Mone on January 23rd, 2012 Inbound Marketing

Did your latest blog post on spherical nanoparticles only reach your own employees? Perhaps your human tissue industry article did not resonate with anyone outwith the area of Life Sciences, or that insightful SaaS piece you published last week didn’t quite cut the mustard?

Welcome to the ruthless ping pong game of content marketing – a game whose rules you need to play by, if you want to stay in the battle for attention! But a game which to you, the high tech B2B marketer, seems twice as challenging – and perhaps unfairly so – as it is to your B2C peers who can traditionally lure buyers more easily via product images, videos and reviews.

It’s a double whammy. Not only do you have to deal with the uphill struggle of B2B digital content creation across multiple channels, but you have the tough task of taking something admittedly lacking mass consumer appeal and turning it into a compelling proposition.

How exactly does that happen? How do you work your marketing voodoo magic and create content that attracts more readers when your industry is saturated with indecipherable gobbledygook?

Caught in the tech argot web? Here are our 3 B2B technology marketing tips on how to escape

1. Start blogging and keep it regular.

If you have not yet realised the potency of blogs, consider these blogging stats from HubSpot: blogging companies get 55% more web traction and enjoy 126% higher lead growth than businesses that don’t blog. So whilst it might be challenging and time-consuming to get a techie to write on a regular basis, there are numerous benefits to regular blogging: increased web ranking, boosted visibility and brand awareness, thought leadership, to name a few. If there is anything that could make you stand out from your competitors, it is your content.

2. Easy on the tech lingo.

There may be industry-specific terminology you can’t do without. But anyone working in a niche environment will tell you: we all tend to fall into the habit of strewing our content with incomprehensible acronyms and jargon-laden terminology to the extent that only we can understand it. And, yes, B2B technology companies often target a very specific audience that is probably aware of the meaning of those terms, whatever they may be. But no matter how specialised the content, that doesn’t mean we should make it dull.

Our advice is: write any abbreviations and acronyms in full at least once in the text (don’t assume people will know the meaning of, say, ERP software); keep important terminology in but intersperse it with synonymous words and phrases where possible; and have you thought of adding some colour to your content by creating a video or an infographic? It could mean the difference between attracting a new prospect and having your content ignored.

3. Don’t forget good old networking.

And I’m not going to wax lyrical about conferences and industry body membership that provide all these useful business connections. With social media you can establish such from the comfort of your desk. Twitter has proven to be a powerful social platform for keeping informed, sharing content and engaging in conversations in real time. But for more meaningful and lasting connections in B2B Land, LinkedIn is the place to be.

LinkedIn Groups are a great way to connect with like-minded professionals and establish yourself as an influencer in your area of expertise. By answering industry-specific questions and engaging in discussions, you can share your knowledge and experience, drive more web traffic to your website and make your company stand out. And, who knows, you may meet some clients or business partners along the way!

Image source: FontFont on Flickr/Creative Commons


About Johnny Mone

Brightfire Director, Johnny, has worked with digital content technologies for many years both in Scotland and in the USA. He specialises in helping companies generate and nurture leads into sales by providing them with proven Inbound Marketing know-how and tools. Johnny joined the business in January 2012 and is responsible for sales & business development. Johnny holds an MBA from Strathclyde Business School and describes himself as straightforward, enthusiastic and ambitious. He's passionate about grilling well-marinated meat on a warm evening with a glass of Oregon Pinot Noir in his hand. Johnny is an Italofile who has an inclination to turn his interest in Roman history into some form of writing one day.

Follow Johnny Mone