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Technology blog articles – what copywriters get wrong.

What are blog articles?

Blog articles are written content that’s designed to entertain and inform your audience and build their loyalty/interest in your technology brand.

Most written content for your technology business falls into one of two camps:

Website pages are the building blocks of your brand’s website.

  • Website pages are static/timeless.
  • Your website pages should be intelligently structured to create a compelling user journey.
  • Website pages tend to be discovered in search engines.

Blog articles drive traffic onto your website.

  • Blog articles are time-relevant.
  • Your blog usually sits on a single website page (with search and discovery tools).
  • Blog articles can be discovered in search engines – but can also trend on social media.

You can also blog on external platforms like Medium and LinkedIn – although funnelling traffic back to your main website helps you control the buying journey.

🔗 Companies who blog receive 97% more links to their website.

Why does your technology business need blog articles?

Your technology business needs blog articles to build traffic and nurture your visitors into sales and hot leads.

Potential customers can discover your brand through blog articles that appear in search engines and on social media platforms like Facebook, Instagram and LinkedIn.

You can engage these visitors and build their trust and loyalty in your brand, then direct them to take action – using a landing page. 🚀

Using content like blog articles and videos to generate traffic and convert it into paying customers is called ‘content marketing’.

‘Content marketing is using digital content to solve the same problems for your audience that your products or services solve.’

A digital camera company could target photographers with helpful tips and guides to taking better photos. Although in such a competitive sector, we’d probably select an audience niche that matches their camera’s most unique/valuable features.

🍦 How do vanilla copywriters get blog articles wrong?

Search intent is at the core of effective content strategy.

Your content briefs must be laser-focused on the reasons your audience use search engines to generate relevant traffic that can be converted.

Copywriters often build blog articles around a friendly message that a technology company wants to share with their customers.

But people don’t use search engines to discover corporate messages or technical product features – so why would this content appear in their search results?

Your customers use search engines like Google to find solutions to their problems.

  • Content that’s built around your audience’s problems and challenges is likely to appear in their search results – especially if it uses their language.

Search engines choose ‘high-quality’ and ‘relevant’ articles that answer their problems.

 

 

  • You can therefore target customers at any point in a buying journey by creating high-quality and relevant articles for their queries.

Blog articles should be aligned to problems that your business can solve.

Quality is essential. You can’t buy folders of low-quality content with keywords optimistically stuffed-in. Search engines track metrics like your bounce-rate (how many people leave your website quickly) and punish your website for bad content.

It’s important that your blog content is high-quality, relevant and aligned to your business goals.

 

 

Importance of also justifying benefits with features for sophisticated engineer-types.

 

 

Unfortunately, many business blogs miss the mark by targeting users at the wrong stage in their buying journey. They target language, challenges and terminology known only to existing and/or advanced users – who represent a small chunk of the market and which have usually invested in a solution already.

 

Clickbait headlines bounce rate

 

That’s why it’s important to hire a writer who understands content strategy.

OUR SOLUTION
We discuss your brand, business model and potential customers to

  • Our content strategy targets large groups of potential customers who may have no idea they even need your technology product or platform.
  • Our blog articles position your business as an authority at solving your audience’s problems.
  • We build trust in your brand as a valuable resource for tips, advice and ideas.
  • Our content explores and overcomes potential barriers to sale.
  • When your visitors are ready, we serve an appropriate CTA (call-to-action) and turn them into a customer or lead.

PRODUCTS
SOLUTION

 

 

 

 

Popular search queries typically use simple language

 

 

, for example:

 

If you can research and/or anticipate their queries, then you can produce high-quality content that explores and offers solutions

 

 

Offering detailed

 

  • Search engines like Google score content for how effectively it seems to answer their questions.

Your brand can target potential customers by creating blog articles that offer relevant and high-quality solutions to their problems.

 

 

 

 

 

 

Your blog can build engagement and nurture these visitors into prospects by serving related content.

As your target audience builds trust in your blog and brand, they’ll start to consider buying your product or service.

We can then funnel your visitors to a landing page and convert them into customers.

 

Where should my technology business focus its blogging?

Your website’s blog should be the hub of your content marketing activities.

  • What’s the goal of your blog?

  • Which kind of customers is your blog targeting?

  • Wher in the buying journey will your blog target?

  • What’s your CTA (call-to-action)?

  • How will your blog content nurture your customer and encourage them to take-up your CTA?

 Blogging can drive your sales in many ways:

  • Your blog shares ‘domain authority‘ with your website – so as it increases in ranking, so does your website.
  • Search engines uprank websites which have content that visitors invest time in reading.
  • Intelligently-structured content will reference your website pages – so a certain percentage of visitors will discover your company’s products and services.
  • When great blog content’s shared on social media it can drive sales and enquiries.

So creating high-quality and relevant content that strategically targets groups of potential customers can generate huge traffic and sales, over time.

Content strategy is what defines a blog that drives traffic and sales for technology companies.

HOW TECHNOLOGY COMPANIES GET BLOGGING WRONG – AND HOW TO FIX IT

Your technology business can use blog content to build traffic and nurture it into warm leads and sales for your business.

Content marketing is ‘solving the same problems for your audience that your solution does – but using content’.

Unfortunately, many businesses limit themselves by producing content exclusively for existing users and targeting their potential customers at the wrong stage in their buying journey.

Effective blogging and content marketing is about identifying and creating content for large groups of people who have pain-points and challenges that your product or service could solve – who know nothing about your technology or sector.

In the words of Wayne Gretzky, ‘…skate to where the puck is going to be, not where it has been.’

Create a learning resource that offers real value to your target audience, early in their buying journey – before they even realise they need a solution.

Here are a few quick wins for technology businesses looking to upgrade their blogging:

A blog strategy that targets the lifestyle, challenges and interests of your target audience is far more effective than simply writing about your product.

Here are a few examples:

If your business offers a SaaS accountancy solution for SMEs, don’t just write articles about how great SaaS accountancy platforms are.

  • Instead, offer helpful advice for SMEs to save time and money – then mention how your platform can help.

If your business sells folding bicycles, don’t just produce content explaining how excellent your bicycles are.

  • Instead, write about the health benefits of cycling for wellbeing and reducing carbon emissions – they mention how your bicycles can help.

If you’ve got an task-management app that tracks how you spend time, don’t just extoll its features.

  • Instead, build a blog full of productivity tips for office-workers and entrepreneurs – then mention how your app can help.

To convert your traffic into customers you need to use ‘content marketing‘ to nurture each visitor, build their trust and overcome their objections to sale.

helps increase the rank of other pages on your website

By building and sharing your content

Content marketing is solving the same problems that your product or service solves, but using content.

Like any battle-plan, your blog needs a clear goal.

A blog for a CRM platform is likely to offer advice for managing customers and sales to businesses.

If your planning stops here, then your content might be relevant and high-quality – but is unlikely to convert.

Here are a few questions to consider next:

Is your CTA a free trial, a chat with a sales agent, or jumping in and spending cash?

Setting a CTA that matches your audience, their buying behaviours and budget is critical.

If your CTA has a high price-tag (cash or conversation) then you’ll need to nurture your reader more than if you offer a video or free download.

Who are we actually writing content for?

Large organisations require a large number of stakeholders to be on-board ahead of a purchase.

End-user.

Buyer.

Technical implementation

Search intent.

Are you just reaching out to existing customers, or can you reach a whole new audience who don’t even know about your product?

Medium, LinkedIn

All sales copywriting is about effective blog planning.

Target difdferent stags of buying journey.

Search intent.

Posting random blog articles and hoping they float isn’t a great strategy.

Blog articles are about setting a top-level goal.

You need a funnel.

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Technology website content – what copywriters get wrong.

Technology companies often overlook their website content.

Video content’s rapidly overtaking blog articles as the most engaging and exciting digital content on the market. (STUDY

An important question that many blog-writers overlook also applies to videos.

Where do you plan to send that traffic?

Content marketing is about creating a buying journey.

Capturing traffic is valuable. But you’ve got to warm it and build trust and loyalty, before you funnel it through a compelling CTA (call-to-action). And your chances of success are much higher if that traffic’s relevant in the first place.

 

 

 

What is website content?

Every website is built from a framework of pages.

  • Your blog articles add regular, fresh content to your website – which drives traffic and engages visitors.
  • Whereas your website pages are static and provide timeless information about your business and services.

Your website and its content form the hub of your content marketing efforts.

Content marketing generates over three times as many leads as outbound marketing and costs 62% less.

undraw_content

Website pages can include:

  • Products.
  • Services.
  • Sectors (types of client you work with).
  • Information about your business and its approach/values.
  • Blog (your blog articles appear here).

Your website pages  create a logical journey for visitors to discover your brand and its values.

And our punchy, engaging copy will keep their attention, build their trust and convert them into customers.

Why does your technology business need website content?

Website pages are important for both SEO (search engine optimisation) and converting visitors.

Search engines prefer to share results from websites that have a logical page structure and relevant, high-quality content.

Creating pages that are relevant to your users at a critical point in their buying journey is a great way to build engagement and rank highly in search engines – which helps drive organic traffic.

Conversion is also important.

Your visitors should be guided on a journey that builds their interest, respect and trust in your brand – then converts them with a simple CTA (ideally, using a landing page).

User experience and SEO are closely-aligned nowadays – which is great news for passionate, authentic content creators (and bad news for nasty ‘black hat’ SEO tricksters).

undraw-wall🍦 What do vanilla copywriters get wrong about website content for technology companies?

Any sales copywriter should understand targeting and conversion.

For example, they’ll know that your website content has to target the relevant person at the right stage in their buying journey.

But selling technology products can be complex.

  • Software platforms are often sold to teams with a range of stakeholders – each with unique interests, concerns and areas of expertise.
  • Gadgets/consumer tech products are usually marketed to a wide range of end-users – with a range of buying motivations.

Vanilla copywriters tend to write for one stakeholder and leave the rest out.

Or, they loosely consider each and produce generic content that doesn’t hit a home-run with any readers.

undraw-target

🦍 How can GorillaFlow create powerful website content for my technology business?

Planning and research are the core of website content creation.

We have some important questions to ask before we even think about copywriting.

Here’s a typical process to plan and execute a content strategy for a technology business.

Target the right audience.

Who does your business really need to target?

For corporate/SaaS technology companies:

  • A non-technical end-user who wants to enjoy your product’s fancy features?
  • A digital strategy lead who needs to know the technologies it’s built on?
  • A technical implementor who wants reassurance that your solution’s easy to install and will reduce their maintenance costs?
  • A budget-holder that needs to understand your product’s long-term ability to cut company costs?

For gadgets and consumer products/software:

  • An enthusiast trying out your product for the first time?
  • A product nerd that’s deeply engaged with your scene’s technology?
  • A professional end-user with tangible business goals on their mind?

You need to shift language, tone and points of discussion to target and influence each of these people.

Create buyer personas.

Next we map the typical personas of each person involved in your buying process.

We need to consider:

  • Challenges they face in their life and business role.
  • Values they’re likely to hold.
  • Personality traits they’re likely to have.
  • Pain-points they’re likely to feel and experience.

Design a buying journey.

We don’t dump pages about your company’s history and an exhaustive range of products.

Instead, we design a powerful journey and guide your visitors through reasons to trust your brand and its ability to improve their life.

Where will your visitors start their journey?

undraw-through-the-desert

Your core website pages could be:

  • Services your business offers.
  • Sectors you help.
  • Pain-points your product/service can solve.

You should choose pages that can be mentioned in blog articles regularly – to help us drive traffic.

Remember, Google lists top-level pages on well-designed and ranked websites.

Which pages should your audience start their journey with?

Google results Apple

Write punchy sales copy.

With the planning behind us we’re ready to craft your website content.

We blend SEO and sales copywriting techniques:

  • Crafting a sharp title that stands out in search engine results.
  • Structuring your content with logical headings and sub-headings so it makes sense to readers and search engines.
  • Converting your technical features into emotional benefits for your target audience.

However, features and benefits are another area where vanilla copywriters trip-up.

Does your copywriter have strong knowledge of your technologies, market and competing solutions?

If they’re not technology specialists then they’re unlikely to nail your USP and solution benefits.

But there’s a bigger issue.

We’re trying to write sales copy for a wide range of potential customers.

Reach each segment of your target audience.

There’s an art to crafting sales copy for technical products and services.

We write using simple and emotive sales language to describe the benefits your solutions offers.

And we also tuck-in technical content for more sophisticated visitors who need proof of the benefits.

We have a few strategies to span audience segments:

  • Introduce the technical content gently in the main article.
  • Hyperlink to a page containing detailed explanations of the underlying technologies.
  • Offer downloadable case-studies and white papers.

Once your content’s ready, it’s time to launch and drive traffic – and conversions.undraw-off-road

Drive website traffic, sales and leads.

With your core pages and website framework in place, it’s time to drive traffic and convert your visitors into paying customers and hot leads.

Here are several content services that we recommend you combine with your website pages for maximum results.

Blog articles

You should create fresh, regular blog articles about relevant and trending topics that relate to your business and its website pages.

By offering helpful advice and tips that address your audience’s pain-points, you’re likely to trend in their social media channels.

Mention your website pages in each blog article and you can start to generate a stream of relevant, engaged traffic.

Check our blog article service out.

Video

Video is a powerful tool for driving traffic and audience engagement.

You can hyperlink to your main website or directly to a service or client page that’s directly relevant to the audience you’re addressing.

If you’re shooting video, make sure you invest in a script written by a technology sales copywriter.

Check our video script service out.

Landing pages

Your business needs to convert its traffic into paying customers and hot leads.

Landing pages are single-purpose pages designed to drive conversions.

If you’re investing in any kind of advertising or marketing activities then you need a landing page.

Check our landing page service out.

GorillaFlow content packages

We can create bespoke packages of website pages and ongoing blog content for your technology business.

Let’s talk about your business and its website content strategy.

Book my consultation

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How your technology company can build an SEO and sales content machine

How can a technology company build an efficient SEO and sales content machine?

Creating great SEO and sales content for technology companies can be demanding and stressful – with layers of research, copywriting and project management.

If your tech business wants world-class content that drives organic traffic, conversions and revenue, then hiring a copywriter is just the start.

Delivering an effective content strategy also depends on researchers, an SEO consultant, and a project manager – who will coordinate your content creation against defined business goals and get the best results.

But how do you pull it all together?

Here’s our guide to creating an efficient content machine.

Why does my technology business need great content?

Most businesses are aware that creating digital content can help to drive their online sales.

But what are the key factors that result in increased revenue?

  1. Rank highly in SERPS (search engine results pages).
  2. Gain high CTR (click throughs).
  3. Convert a high % of your website visitors into paying customers.

💵 Improve these three factors and you’ll enjoy increased revenue. Great!

🙇‍ However, creating effective SEO and sales content for tech companies can be demanding.

What’s so challenging about content creation for tech products?

Creating engaging content that drives sales for tech products can be tricky.

Whether it’s a SaaS platform or an electric skateboard, we face some unique challenges:

  • Feature lists can be complicated.
  • Benefits can be nuanced and difficult to pitch quickly.
  • Purchasing journeys can be long – especially for SaaS platforms.
  • Institutional purchases can involve many stakeholders, with differing buying motivations.

And this is why the planning stage is crucial when we’re creating content for tech companies.

Yes, SEO keyword research is important.

But to influence and convert visitors, you need to plan and deliver ‘high-quality’ content.

How do we create high-quality content for your target audience?

Simple. We solve your audience’s problems.

Content marketing is about creating content that solves the same problems that your company’s products or services solve.

Content should blend research, SEO and salesmanship.

You’re probably an expert at some aspect of your audience’s challenges already.

However, we need to present your expertise in a powerful style that both adheres to SEO standards and offers engaging, compelling arguments.

Your content should also link to relevant academic studies and discuss market trends, so that it gains authority and stands a better chance of being shared on social media.

And your articles must be intelligently positioned, to drive readers through the purchasing process – towards spending cash.

Sales methodologies apply on both a micro level (page conversion rate) and macro (whole content funnels).

Content creation should always be goal-oriented.

To build great content, you must set a clear goal.

And your goal will depend on which stage of the buying process you’re targeting, for example:

  • Build trust.
  • Demonstrate expertise.
  • Overcome a specific objection/misconception of your product.
  • Convert customer into a sale.

Funnels are popular structures for content.

  • ‘Cold’ leads arrive at a wide opening.

 

  • Leads are warmed with high-quality content, which:
    • Builds trust.
    • Demonstrates expertise.
    • Establishes authority.
  • ‘Warm’ leads are converted into sales or prospects, by a CTA (call-to-action), EG:
    • Buy now.
    • Book a consultation.
    • Download a demo.
    • Watch a video.
    • Sign-up to our email list.

Content funnels are ideal for high-value and/or complex products that require evaluation and approval by multiple stakeholders.

Creating great content requires a range of specialist skills.

So, we’ve established that creating great content requires:

  • Subject knowledge.
  • Market research.
  • Sales psychology.
  • SEO research.
  • Copywriting skills.

And that’s why a single copywriter isn’t a viable solution for creating high-quality SEO and sales content for technology companies.

If you’re a digital marketing agency with its own SEO keyword researchers and content strategists, then outsourcing the writing to a single copywriter approach might work.

But a technology business or marketing agency looking for an end-to-end content delivery partner needs a team of specialists.

And your team needs an efficient, defined workflow.

What does a content creation workflow for technology companies look like?

We’ve designed a simple, effective workflow that allows us to create great content for technology companies, at reasonable prices.

Initial consultation.

  • Meet online and discuss your business and its challenges/goals.
  • Set your goals – usually relating to increased traffic and sales.
  • Identify barriers to achieving those goals (EG. objections to sale).
  • Explore how digital content can nurture leads, overcome barriers – and help your business to achieve tangible goals, like increased revenue.

Content strategy

  • Build a content strategy that’s aligned to your business goals.
  • Send the content strategy over for your approval.
  • Start the content creation process.

Content research

  • Research for your article.
  • Gather citations and links to studies/articles.
  • Keyword research.
  • Build a content framework, with a logical flow and header suggestions.

Content creation

  • Write your content within the framework.

Content review

  • Edit and review your content for SEO and conversion optimisation.
  • Set powerful headings, subheadings, title tag and meta-description.
  • Share the content with you for approval.

Your content workflow might vary, but it’s important to define and occasionally review the process.

Who do I need on my content creation team?

Creating great content is similar to building a house.

If you’re building content or a home, then you need a team of specialists who are dedicated to executing single tasks, throughout the design and construction process.

Sure, some people are capable of research, writing and SEO optimisation.

But you’ve got two issues with this approach:

  1. You’re hiring a jack-of-all trades. So your content might be ‘good enough’ for fashion, travel or culture; but won’t stand out to a sophisticated, tech-oriented audience – let alone convince them to give you thousands of dollars!
  2. Task-switching is an inefficient working style that can cost up to 40% in productivity.

Creating great SEO and sales content requires a minimum of four team members.

Project manager

👨‍💻 ‘Architect’

  • Acts as point-of-contact for clients, or other team members.
  • Directs content and strategy to meet business goals.
  • Creates content briefs.
  • Manages the content creation process.
  • Offers an extra layer of editorial/SEO review, ideally.

 Article researcher

👷‍♂️ ‘Builder’

  • Researches each article.
  • Produces raw, unformatted copy, with hyperlinks/citations.

SEO consultant

👩‍🔧 ‘Engineer’

  • Performs keyword analysis for each article.
  • Can review finished content to check it’s SEO.
  • Can perform competitor analysis.

Copywriter

👨‍🎨 ‘Decorating and furnishing’

  • Writes SEO and sales copy.
    • SEO = optimised for organic search results.
    • Sales = optimised for conversion.
  • Creates compelling titles, headings, subheadings and meta-descriptions.

Dedicating a specialist to each of these four roles will result in superior value, quality and consistency, versus hiring four ‘generalist’ copywriters.

Measuring content effectiveness with CRO

Another key consideration is CRO (conversion rate optimisation).

CRO involves testing your digital content, to discover if it’s achieving your business objectives. A popular activity is AB testing (comparing two versions of a piece of content).

We currently offer CRO as an outsourced service, but many clients have their own in-house CRO. Arguably, CRO sits slightly outside content creation, which is how we’ve treated it in this guide (although we might follow-up with CRO content later).

Let’s explore the stages of content creation.

What are the key stages for content creation?

Consultation is the first and most important stage.

Your project manager should have a strong background in sales and digital marketing, excellent consultative skills – and a deep understanding of your product and market.

Why?

  • Your content goals have to be clear and business-aligned.
  • Barriers to sale and potential customer objections have to be identified.
  • Strategies to overcome these barriers with content are key.
  • Understanding your customer buying journey and creating content that’s tuned to each stage is essential, to build an effective funnel.

Mistakes in the consultation stage can result in a misaligned strategy.

And your team will be paddling upstream if they’re trying to create content that targets the wrong section of a funnel, audience, or barrier to sale.

Your goal in the consultation stage is to create an overarching content strategy and article frameworks.

Content strategies should:

  • Engage with a specific audience, for a defined period of time.
  • Pursue a specific business objective.
  • Overcome perceived barriers to sale (and test whether they’re accurate).
  • Warm potential customers from being cold leads into paying customers.

Individual article frameworks should:

  • Provide a clear and logical article structure for your researchers and copywriters.
  • Break your article into a logical hierarchy, using headings and subheadings.
  • Offer logical headings and subheadings (which your copywriter can turn into catchy, appealing copy).

Once you’ve created a content strategy and individual article frameworks, it’s time for research.

Research is the foundation of great content.

Market research is crucial for planning technology content.

Sure, Google’s algorithm adds a little credit when articles include high-quality backlinks.

But user engagement is a crucial factor – and one which SEO consultants often overlook.

In a ‘fake news’ climate, internet users increasingly value and engage with high-quality articles that offer strong evidence for their arguments.

And if you sell high-value technology products to a sophisticated audience, then you’ve got more reason than anyone to offer high-quality content that’s built on a bedrock of careful research.

So, researchers are a great investment for anyone creating SEO and sales content for technology companies.

Hiring technology specialists who start with a high baseline of knowledge about your sector and market will expedite the learning process – saving you time and money.

SEO doesn’t fix bad content, but it’s still important.

Google’s algorithm increasingly understands and rewards ‘high-quality’ content.

‘Black hat’ SEO tactics that deliberately attempt to trick search engines into upranking shabby content are hardly worth the effort today (aside from being unethical) – as the rewards are short-term and punishments are harsh.

And ten minutes in any SEO Facebook group will uncover ‘consultants’ who can’t figure out why paying a cheap copywriter to knock-out articles using their clever SEO tactics isn’t generating increased revenue (clue: think about audience engagement!).

Search engines are clearly shifting the balance in favour of people who try to make high-quality content that engages and helps users, rather than dodgy digital marketeers.

But does this mean SEO is no longer important?

Nope. SEO is still an important stage of content creation.

However, SEO has become more holistic, intelligent and focused on user experience.

A good copywriter or project manager should be capable of generating content ideas and predicting search queries that their target audience are likely to be using.

An SEO consultant has the tools and technical skills to generate data relating to factors like ‘competitiveness’ – and can recommend search queries that are strategically sensible for your website to target.

Targeting ‘phone cases’ is a waste of time, as it’s an incredibly competitive search term.

So, you might decide to pick a ‘longtail’ search term, like, ‘waterproof phone case’.

But your SEO consultant could hone-in and provide a list of more specific search terms that are popular with internet users, but which haven’t been targeted by many copywriters, EG:

  • ‘waterproof phone case for nomads’
  • ‘recycled waterproof phone case’
  • ‘phone case for kayakers’

And there are optimisation recommendations that a good SEO consultant can make, relating to your website structure and layout… but that’s for another article!

Investing in SEO will turbocharge an honest, intelligent and high-quality content strategy.

Copywriting is as important as ever.

Hiring talented sales copywriters to craft your content is an invaluable investment.

Yes, investing heavily in your research and strategy stages builds a strong framework, which has a huge impact on the overall quality and effectiveness of your content.

But the ability to write powerful, engaging copy is as valuable today as it was in the 1960s ‘Mad Men’ era of copywriting.

Technologies like ML (machine learning) might become capable of content research and editing in the next decade – but are many years from being able to create powerful prose and strong arguments.

Your article framework should already have a logical structure and headings/subheadings; but the copywriter is responsible for transforming them into catchy phrases that encourage users to click, engage and commit time to reading your content.

LIkewise, SEO keyword research should already have been performed; but it’s down to the copywriter to implement keywords intelligently into your content.

And with Google’s rankbrain algorithm, semantically-related words are mapped – so an article about ‘bitcoin’ would be expected to mention ‘cryptocurrency’ and ‘blockchain’.

All of which favours GOOD copywriters, who have a rich vocabulary and use language accurately and naturally.

Review your content to ensure success.

Content review has a deeper value than most copywriters realise.

  • Fixing spelling mistakes is easy.
  • Improving flow requires more skill – and creative use of grammar.

But we’re still only touching on the value of your review process.

Checking your content’s aligned to your business goals is key.

  • Newspapers have sub-editors, who align articles with a newspaper’s editorial stance.
  • Your content machine needs a project manager, to align content with business goals.

Your project manager is responsible for ensuring that finished articles fit into your content strategy and meet the standards and specifications required to influence your target audience and drive them towards conversion into paying customers.

And once they’re happy, you can share your content and start to track its performance.

Which tools should your content team use in their workflow?

Your team needs a defined workflow in order to collaborate efficiently.

We’ve found that major causes of lost time when creating content are.

  • Long email chains about content creation.
  • Multiple messaging apps and conversations taking place.
  • Multiple local versions of files.

Setting a formal process for an initial consultation can save a lot of time later.

Email is a terrible collaboration tool.

We’ve found that while emails are a great way to make contact and discuss formalities like payment and legal issues, they’re awful for collaborative discussions.

  • Email chains quickly get long and messy.
  • It’s easy to forget to add someone important… or add the wrong person!
  • Formatting can become a nuisance as emails switch between HTML and plain text.
  • Amendments to documents have to be manually actioned.

Google docs are (mainly) great.

At GorillaFlow, we create a shared Google Drive folder with each client.

Content creation takes places in Google Docs, which offer great collaboration tools.

And any associated documents go into the Google Drive – with a simple numbering system for each document and related invoice.

  • Article 002 – machine learning for industrial design
  • Invoice 002

Email is used only to co-ordinate high-level discussions like payment and delivery times – so our chains are small and easy to navigate.

Content creation involves three user groups.

  1. Our client.
  2. Project manager.
  3. Researcher/copywriter/SEO consultant.

What does our Google docs workflow look like?

  1. Project manager creates a folder for each article, containing:
    1. Article brief, with goals and strategy explained.
    2. Article framework, including title and header/subheader suggestions.
  2. Researcher adds raw content and citations to each section.
  3. SEO consultant adds keyword recommendations into article folder.
  4. Copywriter creates SEO and conversion-optimised content – using the article brief, raw copy and recommended keywords.
  5. Project manager reviews the content, to ensure it’s aligned to business goals.
  6. Content is shared with client, for review.

Your team now has a content machine – with an efficient workflow, minimal wasted time, and tasks performed by specialists.

And the outcome should be world-class content.

How do we tune our content machine?

Your project manager should work with a CRO consultant to test content performance.

AB testing is a great way to try different content styles and approaches out on your visitors and discover which result in increased traffic and/or sales.

Over time, you can identify stages of your content creation process that are slow or producing inconsistent results and explore potential improvements.

  • New tools.
  • Alternative collaborative processes.
  • Getting another team member to perform a pre or post stage.

Can I simply outsource my tech company’s content creation?

Sure, you can outsource your entire content creation process to GorillaFlow.

Our team of researchers and copywriters work with our SEO consultant and your own dedicated project manager to create a content strategy that’s aligned to your business goals.

We can also arrange CRO, or work with your own specialists to test and improve content.

We recommend our content packages for maximum value – but also sell individual content pieces.

Contact us today for a free consultation, to explore how digital content can help your technology business to increase its traffic, sales and revenue.