Technology companies can’t do SEO and content marketing like the rest of the world.
Over the past two years, Propecta has worked with several leading technology companies. That time has been filled with significant keyword and user intent research, technical content creation, and testing. After research and analysis of hundreds of industry keywords, we discovered that the audience and user intent behind most tech-industry keywords wasn’t at all what we expected.
5 Things We’ve Learned About Keywords and Content Marketing for Technology Companies
Most B2B technology brands focus their content priorities on sales pages. Content is translated to layman’s terms and is more benefit-driven than educational. Dry, technical content is buried deep within PDFs and manuals. This follows some of content marketing’s best practices: we know online audiences have short attention spans and technical jargon turns readers off. Compelling content is aesthetically pleasing and easy to read and digest.
For other industries that might be true—but not for tech.
As we researched hundreds of industry keywords for user intent insights, we learned that high-ranking and high-performing content for tech industries doesn’t adhere to marketing’s best practices. We found that clients’ sales pages weren’t ranking or converting because the target audience—and its intent—had been grossly misidentified, so content was missing the mark. What we discovered was revolutionary for both us and our clients:
- For most technology keywords, the primary user intent is (deep) learning. Knowledge acquisition comes first; sales come second. Sales pages don’t rank well because they don’t cater to user intent. Educational content ranks higher and drives technical users through the purchasing funnel more effectively than sales content, and they’re looking for detail: code, technical information, etc.
- Code is sexy. The primary user intent is often not only learning, but learning on a very advanced level. While it may seem counter-intuitive to include detailed code outside of product documentation, that’s exactly what a technical audience wants to see. Detailed how-to content that includes code performs well. Catchy headlines, value statements, and layman’s terms are less effective.
- Detailed definition information is critical for products utilizing new technologies. When encouraging technical users to switch from the applications and technologies they know, it’s crucial to define what the new technology is, how it works, how it integrates, and what benefits it brings.
- Aesthetics may not be necessary, but are probably an opportunity. Top-ranking search results for technology keywords are often ugly—they look less like blog posts and landing pages than detailed documentation manuals. We know that online technology audiences are primarily interested in detailed content, it doesn’t necessarily mean that design wouldn’t be appreciated. Meaningful aesthetics might be a differentiating factor to push high-quality content above the crowd for competitive keywords. Who will be the first to make the most helpful content in your niche beautiful to look at?
- Detailed content boosts credibility. Providing thorough documentation highlights expertise, establishes authority, and provides proof of industry knowledge. Technology buyers want their products to come from companies who will provide advanced implementation support. Detailed, easily accessible documentation inspires confidence that any issues encountered post-purchase …read more
Read more here:: B2CMarketingInsider