SEO has become a massive industry over the past decade, with total market size reaching $80 billion [source: 99firms.com]. If you’re not doing basic SEO, then you should be. At minimum, you’ll get yourself placed on Google Maps and in search results for a few choice keywords. However, you’ll need more than simple on-page SEO techniques to broaden your reach on search engines.
Content marketing for tech companies and SEO have been disjointed, particularly in highly technical industries like electronics/semiconductors, specialty software, oil and gas, and Industry 4.0. If you’re a B2B tech company, you’ll see the highest SERP and sales growth when you unify your SEO, content marketing, social media, and sales strategies. Here’s why you should focus on developing a holistic SEO and content marketing strategy, and why content marketing for tech companies is so critical for driving growth.
At a basic level, SEO and content marketing can’t be considered separately. In my experience, many tech companies that go on a content campaign think they’re great at SEO. They produce meaningful engineering content, post it to their company blog, and share select articles on social media. They’ve done the on-page SEO properly, and they may see mixed results for a number of reasons:
Strategies and content marketing formats for tech companies.
For tech companies, content marketing is about more than producing whitepapers and blogs. Similarly, SEO should be about more than stuffing keywords in key pages on your website and asking for backlinks. Effective SEO and content marketing for tech companies is all about identifying topics that help your target market solve their tough technical challenges. To get the most out of your content, you need to integrate your SEO and content marketing strategy with a social media and sales strategy.
An integrated SEO, sales, social, and content strategy is all about getting as much value as possible from your content. The diagram below shows a flowchart for an integrated SEO, social, content, and sales strategy. This is particularly important for tech companies, but it requires real thought leadership and identification of the best social channels for your content. If you can identify and vet the right keywords, as well as get your content in front of the right audience on social media, you can see high engagement and traffic, ultimately leading to sales.
A holistic SEO, social, sales, and content marketing workflow for tech companies.
Content marketing for tech companies can provide multiple benefits if executed within the above workflow. However, content shouldn’t be placed on your website just to fill up pages and target keywords. Your content needs to have a purpose. For tech companies, this means helping your target audience solve difficult technical challenges.
Content marketing for tech companies needs to do more than hit some choice keywords and build a simplistic narrative around an industry issue. Most "SEO companies" (I use that term lightly) focus on the bare basics: spammy backlinks and spammy on-page SEO rather than meaningful content that solves technical challenges. Emotionally-driven content and basic on-page SEO may be fine for B2C audience, but technology content needs to be SEO-friendly and action-oriented. Here are the primary goals of content marketing for technology companies:
If you can implement the above points within an SEO strategy, your content will be engaging and extend customer lifetimes, as well as having broad search engine reach. So far, I’ve only been referring to written content on your website, but all the points I’ve mentioned above apply to podcast and webinar content. Any content you produce should fit within the workflow shown above if you want to see the greatest benefits.
At Northwest Engineering Solutions, we’ve designed and built hardware and software platforms for large enterprises, startup companies, and the world’s largest eCommerce company. We also provide content marketing for tech companies, including the world’s largest EDA software companies, Japan’s largest filter glass company, PCB manufacturers, and a plethora of smaller companies. Because we’ve likely used your product, or we’ve created similar products, we know how to best market your product and communicate its value. No other SEO/content marketing company can provide this level of insight for your audience. If you’re interested in learning more about NWES and our digital marketing services for innovative tech companies, feel free to contact us for a consultation.