Is it hard to explain your product or service? Looking for effective content marketing strategies for technical (or niche, or difficult to understand) products or services? With the right approach even very technical products and services can benefit from a content-based marketing strategy. In this webinar we will talk about how to effectively choose and use different channels including: • blogs • e-newsletter • social media If you want to use content marketing, but are afraid your product is too niche or too complex, we’ll show you how! We will share strategies for connecting with prospects and use content marketing to increase your visibility. You will learn about how to present information to different types of researchers and buyers including both the business and technical teams at your ideal client. In this webinar you will learn: • What is content marketing and why is it so important for building visibility for your brand • Why content marketing is a critical component of search engine optimization (SEO) • How to connect with both technical readers and non-technical buyers • What channels are most effective and how you should prioritize your efforts and budget • How to format your message for greatest impact • How other businesses and organizations with niche client bases have successfully used content marketing This webinar is ideal for: • Owners of high-tech firms who need to better market their complex product or service • Marketing team members in charge of finding prospects for a niche or hi-tech firm • Trade groups or other associations that represent technical industries

1. Emily Brackett
President, Visible Logic
www.visiblelogic.com
Design+business blog: visiblelogic.com/blog
MARKETING
CONTENT
FOR
And other specialized products and services
HIGH TECH

2. Emily Brackett
President, Visible Logic
www.visiblelogic.com
Design+business blog: visiblelogic.com/blog
MARKETING
CONTENT
FOR
And other specialized products and services
HIGH TECH

3. Content Marketing For Tech and Specialized Firms
Why Content
Marketing Works

4. Content Marketing For Tech and Specialized Firms
Show Your Expertise
Why Content Marketing Works
1

5. Content Marketing For Tech and Specialized Firms
Speak at a conference
Write an article for a trade magazine
Publish a printed newsletter
Get interviewed as expert in newspaper
Old Time Content Marketing

6. Content Marketing For Tech and Specialized Firms
More Opportunities
100%@

7. Content Marketing For Tech and Specialized Firms
Increase Web Traffic
Why Content Marketing Works
2

8. Headline
Content Marketing For Tech and Specialized Firms
SEO=Search Engine Optimization

9. Content Marketing For Tech and Specialized Firms
Why It Works
Google wants to serve up useful information to searchers.✓

10. Content Marketing For Tech and Specialized Firms
Why It Works
Google wants to serve up useful information to searchers.
Google doesn’t want to promote robots and link farms.
✓
✓

11. Content Marketing For Tech and Specialized Firms
Why It Works
Google wants to serve up useful information to searchers.
Google doesn’t want to promote robots and link farms.
Google’s algorithm measures “engagement”—
including: clicks from search, time on site, inbound links, etc.
✓
✓
✓

12. Content Marketing For Tech and Specialized Firms
Build Brand Awareness
Why Content Marketing Works
3

13. Content Marketing For Tech and Specialized Firms
Create on your own terms
@

14. Content Marketing For Tech and Specialized Firms
Supports Other Marketing Efforts
Why Content Marketing Works
4

15. Content Marketing For Tech and Specialized Firms
Your Content As Foundation
@

16. Content Marketing For Tech and Specialized Firms
Builds the Sales Funnel
Why Content Marketing Works
5

17. Content Marketing For Tech and Specialized Firms
Typical Sales Cycle??
Visit site
Step 1.
Buy
Step 2.

18. Content Marketing For Tech and Specialized Firms
Typical Sales Cycle??
Visit site
Step 1.
Buy
Step 2.

19. Content Marketing For Tech and Specialized Firms
Typical Sales Cycle
Visit site
Step 1.
Buy
Step 4.
Sign up for
E-newsletter
Step 2.
Request
Estimate
Step 3.
Drive
Web
Traffic
Increase
Web
Traffic
Increase
Micro-Conversions

20. Content Marketing For Tech and Specialized Firms
Challenges with
Tech / Specialized
Market

21. Poll
Content Marketing For Tech and Specialized Firms
Is Your Organization
• Tech
• Specialized
• or Both

22. Content Marketing For Tech and Specialized Firms
Make It
Understandable

23. Content Marketing For Tech and Specialized Firms
No One Wants to Feel Dumb

24. Content Marketing For Tech and Specialized Firms
Non-Tech / Junior person doing research
(may get left off RFP).
Make It Understandable
1

25. Content Marketing For Tech and Specialized Firms
Non-Tech / Junior person doing research
(may get left off RFP).
Senior buyers doesn’t want to feel dumb,
or won’t let on what s/he doesn’t know.
Make It Understandable
1
2

26. Content Marketing For Tech and Specialized Firms
Non-Tech / Junior person doing research
(may get left off RFP).
Senior buyers doesn’t want to feel dumb,
or won’t let on what s/he doesn’t know.
If you can explain it, you can be trusted.
Make It Understandable
1
2
3

27. Content Marketing For Tech and Specialized Firms
Is Your Copy Readable?
Sign up and start coding.
With access via SSH & SFTP, 10
Additional FTP Logins, use of PHP, Ruby
(with 1000's of gems), Python, Perl
(with 1000's of modules), C, C++,
and more installed, you are ready
to go. Plus git, svn, and cvs revision
controls are pre-installed. And, all
dedicated Web hosting packages
include an SSL enabled hosting
environment.
We're in the business of hosting great
ideas.
Since we began in 1998, we’ve been
on a mission to help web developers,
designers, digital entrepreneurs, and
innovators bring their ideas to life
online.
In 16 years, we’ve seen a lot of
technology trends come and go.
But one thing has never changed:
our commitment to our customers’
success. It’s what drives us to offer
the best web hosting service and
support available anytime, anywhere.

28. Content Marketing For Tech and Specialized Firms
Is the design appealing?
Before

29. Content Marketing For Tech and Specialized Firms
Is the design appealing?
Animal Health
and Welfare
Best practices
in animal husbandry,
addressing such issues
as disease control.
Environmental
Responsibility
Compliance with
standards that address
such issues as habitat
conservation, water
quality and effluents.
Food Safety
Assurance
that no banned
antibiotics or other
chemicals are used
and that all approved
chemical treatments
are carried out in a
responsible fashion.
© 2015 The Global Aquaculture Alliance | www.gaalliance.org | www.bap.gaalliance.org
BAP
Tracea
bility
Animal Health
and Welfare
Food Safety
Environmental
Social
Responsibility
Best Aquaculture Practices is the world’s most comprehensive third-party
aquaculture certification program, addressing all of the components necessary
to conduct aquaculture operations in a responsible and sustainable manner.
The Pillars of Sustainability
Traceability
Supply chain traceability from the
source to the marketplace is mandated
by the BAP program.
Social
Responsibility
Adherence to local
laws for worker safety,
child labor and
community rights.
After

30. Content Marketing For Tech and Specialized Firms
Multiple Reader
Personas

31. Content Marketing For Tech and Specialized Firms
Different Readers

32. Content Marketing For Tech and Specialized Firms
IT Business
Features Benefits
Specs Costs
Integration ROI
Typical Audiences

33. Content Marketing For Tech and Specialized Firms
IT Business
Developer User
Researcher Buyer
Buyer Implementer
Vertical A Vertical B
Early in sales cycle End of sales cycle
Typical Audiences

34. Content Marketing For Tech and Specialized Firms
Mix it up

35. Content Marketing For Tech and Specialized Firms
IT vs User

36. Content Marketing For Tech and Specialized Firms
Niche vs Broad
Case Study
iEnterprises USA
991 US Highway 22 West
Bridgewater, New Jersey, 08807
Telephone: +1 908-679-0000
www.SwiftMEAP.com • sales@swiftmeap.com
Swift MEAP is a mobile enterprise application platform product created
by iEnterprises. Established in 1996, iEnterprises has proven expertise
developing, implementing, configuring and fine-tuning Swift MEAP for
many enterprise CRM, ERP and data-warehouse solutions.
iEnterprises Europe
Venture House, Arlington Sq
Downshire Way
Bracknell, RG12 1WA, UK
Telephone: +44 (0)333 700 4770
Opportunity
Swift MEAP provided a mobile enterprise application
platform, which is globally supported by iEnterprises,
that did not require extensive development time to
connect to Covenco’s ERP. By utilizing Mule ESB™,
Swift MEAP has connection to, and compatibility
with, many data sources and enterprise applications,
including Microsoft SQL, the underlying database
supporting Covenco’s ERP solution.
The benefits of this next-generation MEAP/ESB
solution included:
• Increased mobilization opportunities
• Widely used integration platform
• Fast, reliable & globally supported
• Cloud or on-premise connectivity on a network
connection
Customer
Covenco was established in
1989 as an IBM Broker and
has since evolved into the
UK’s largest independent
computer hardware broker.
They buy, sell and rent
refurbished Cisco, IBM, IBM Certified, HP equipment,
and other restored premium brands.
Their technical competency, coupled with aggressive
pricing, makes Covenco an excellent procurement
process resource. Covenco’s services team has in-
depth experience with a wide range of pre installation
and post installation services to support computer
hardware offerings. Pre-sales consultants can problem
solve, configure and help design computer solutions
for enterprises of all sizes. Covenco’s after sales
services, include computer installation, computer
maintenance, software support, Disaster Recovery
Services and more.
Business Situation
With 65 employees and an energetic sales team,
Covenco viewed the prospect of mobilizing their ERP
system with anytime connectivity via iPhone, iPads,
Blackberry and Tablets as a timely opportunity that
made good business sense.
Mule ESB Streamlines Integration to Quickly
Mobilize Microsoft SQL-based ERP Solution
Having all my leads
available anytime, even
when offline, helps me to
better communicate with
customers by responding
more quickly.

37. Content Marketing For Tech and Specialized Firms
Build Brand & Visibility

38. Content Marketing For Tech and Specialized Firms
Build Brand & Visibility
Answer specific questions and objections

39. Content Marketing For Tech and Specialized Firms
Build Brand & Visibility
Answer specific questions and objections
Share the load for creating content

40. Content Marketing For Tech and Specialized Firms
Build Brand & Visibility
Answer specific questions and objections
Share the load for creating content
Write and present with a unified
brand voice and identity

41. Content Marketing For Tech and Specialized Firms
Build Brand & Visibility
Answer specific questions and objections
Share the load for creating content
Write and present with a unified
brand voice and identity
Build trust

42. Content Marketing For Tech and Specialized Firms
More Promotional
Opportunities

43. Content Marketing For Tech and Specialized Firms
Non-competitor with the same target audience:
Share eachother’s content
Guest blog for one another
Promote links in each other’s e-newsletters
Cross-promote a webinar
Find Partners

44. Content Marketing For Tech and Specialized Firms
Your buyer’s users
Provide articles for their e-newsletter or blog
Create easy-to-share graphics
Create content for them rather than for you
Find Partners

45. Content Marketing For Tech and Specialized Firms
Segment

46. Content Marketing For Tech and Specialized Firms
Yes. You Need to Promote
Promote Different Content
on Specific Channels

47. Content Marketing For Tech and Specialized Firms
Yes. You Need to Promote
Promote Different Content
on Specific Channels
Position the Message
Differently

48. Content Marketing For Tech and Specialized Firms
Refine your message to audience
@

49. Content Marketing For Tech and Specialized Firms
Can Content
Marketing Drive
Sales?

50. Content Marketing For Tech and Specialized Firms
Free or Gated?

51. Content Marketing For Tech and Specialized Firms
Is your content valuable enough
for someone to give you their email address?
Info for Email

52. Content Marketing For Tech and Specialized Firms
Search or Push?
100%
@

53. Content Marketing For Tech and Specialized Firms
Summary:
4 Challenges

54. Content Marketing For Tech and Specialized Firms
Low Traffic
Realistic goals
Target multiple audiences
4 Challenges
1

55. Content Marketing For Tech and Specialized Firms
Hard to explain
Different media & contributors
Professional writers & designers
4 Challenges
2

56. Content Marketing For Tech and Specialized Firms
Keeping up with content demand
Systemize roles and calendar
Partners & specialists
4 Challenges
3

57. Content Marketing For Tech and Specialized Firms
Challenge: Helping Sales
Introduce gated content
Push relevant content to prospects
4 Challenges
4

58. Emily Brackett
President, Visible Logic
www.visiblelogic.com
Design+business blog: visiblelogic.com/blog
Questions?

59. Emily Brackett
President, Visible Logic
www.visiblelogic.com
Design+business blog: visiblelogic.com/blog
MARKETING
CONTENT
FOR
And other specialized products and services
HIGH TECH