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?
- Rank highly in SERPS (search engine results pages).
- Gain high CTR (click throughs).
- 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.
- 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.
- Build a content strategy that’s aligned to your business goals.
- Send the content strategy over for your approval.
- Start the content creation process.
- Research for your article.
- Gather citations and links to studies/articles.
- Keyword research.
- Build a content framework, with a logical flow and header suggestions.
- Write your content within the framework.
- 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:
- 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!
- 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.
- 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.
- Researches each article.
- Produces raw, unformatted copy, with hyperlinks/citations.
- Performs keyword analysis for each article.
- Can review finished content to check it’s SEO.
- Can perform competitor analysis.
👨🎨 ‘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.
- 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.
- Our client.
- Project manager.
- Researcher/copywriter/SEO consultant.
What does our Google docs workflow look like?
- Project manager creates a folder for each article, containing:
- Article brief, with goals and strategy explained.
- Article framework, including title and header/subheader suggestions.
- Researcher adds raw content and citations to each section.
- SEO consultant adds keyword recommendations into article folder.
- Copywriter creates SEO and conversion-optimised content – using the article brief, raw copy and recommended keywords.
- Project manager reviews the content, to ensure it’s aligned to business goals.
- 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.