4 Ways Content Can Court Tech UsersJanuary 31, 2017 10:00 am ·
Mike spends his days buried knee-deep in code. From technical support to website development, he wears many hats and fixes a lot of problems. He fields requests from other departments, spends time searching for that one item that’s causing a fault in a web link, and works to make sure all coding is up to current standards.
Despite his busy schedule and heavy workload, he wants more. He’s hungry to learn how to write code more efficiently, to improve design, and develop better animation. He wants to implement testing and begin learning the other coding languages out there.
He hears about tools made for quickly navigating existing code, to make updates, or fix bugs. Excited about the possibility of learning something new and saving himself time in order to expand his knowledge base, he goes to online communities and forums to see what other users and experts in the field are saying.
How to Reach Mike
As a tech marketer, you’re trying to reach the Mikes of the world. You want to find a way to get updated release information in front of him without aggressively selling your product or service. You have in-house experts and how-to information to share. You’re just unsure how to get started or where to reach him, without scaring him away. Because this audience, while voracious for information, coils away from typical marketing efforts.
Effectively communicating with Mike, however, is simpler than you think. It all boils down to content—what you say, how you say it, and why. Good content drives interaction and it involves more than pretty words. You’ll need a well thought out, comprehensive strategy.
The great news? Opportunities for this strategy implementation exist. With online communities that technology enthusiasts visit for insight and education, the mediums for advertising have grown. This audience’s curiosity and constant thirst for knowledge is a treasure trove of possibility for content marketers, you just have to find the right message.
Approach 1: Take a Walk in Mike’s Shoes
If you were Mike, or one of his comrades in arms, how would you want to be approached? What kind of messages would interest you? To draft effective content you need to consider Mike’s perception of what he reads. He’ll likely have an increased knowledge of subject matter, so your information needs to be steps beyond introductory — something with real substance. Mike doesn’t have the time to cut through marketing jargon and fluff. Your content needs to get right to the point.
Approach 2: Evaluate Data
In the online world, location and time of posting matters just as much as the content itself. If your target tech audience is full of night owls and your content is posting mid-day, it may never reach their eyes. Gather data through advertising platforms as well as internal tracking systems to evaluate when, where, and how you should be posting content.
Approach 3: Leverage Insider Information
Have a product or service that’s popular with the Mikes of the world? Wield insight from rock-star employees to craft through-provoking content with the notion of “see it here first.” Use content to become the premiere source of information for consumers, so they don’t look to review sites or external sources for information. Users like Mike are often looking to expand their knowledge, and providing cutting edge, insider information could be a great way to pique his interest.
Approach 4: Diversify Delivery
Knowing what type of message Mike would prefer is half the battle. But deliver it in a format he’d never engage with and you won’t have the traction you’re hoping for. Direct engagement — such as answering questions on forums or community sites — can go a long way. Draft up spec sheets and deliver reviews of your own products as well as others to show you’re concerned with more than just the bottom line. Make the goals of your content strategy to educate and inform. Then you can better reach Mike and encourage lasting business.