Technical buyers want to read blog posts with useful technical knowledge that can help them in their work. The information you provide in such a blog needs to not only be accurate but also written in a style that appeals to a technologist’s persona. It can feel like you need to be an expert to write blog posts that attract technical buyers to your website.
This isn’t necessarily true. If you have access to experts, you can create plenty of killer technical blog content. The key is to use the time of your experts efficiently since they’re usually busy with other tasks. If you make good use of interviews, Q&As, and selective editing, you can easily publish killer technical blogs.
In this blog, we’ll go over how best to utilize your experts to create content your technical buyers will love, and explain how you can create a top-notch technical blog.
Why Write a Technical Blog?
Running a blog on your website is an important part of digital marketing. Websites with blogs receive 55% more website traffic, and regular publishing of high-quality content helps establish your brand as a thought leader in your industry, who your customers can trust to provide them with good information. Loyal blog readers, who already visit your website and trust your brand, are excellent leads for your business. If your company is looking to market to technical specialists, publishing technical blog content can help you generate leads.
Technical specialists use the internet regularly to find the answers to industry questions and read up on the latest trends and innovations in their industry. They are constantly searching for high-quality information from a trusted source. If you become that trusted source by blogging on technical topics that they’re already searching for, it will bring technical buyers to your website and put your brand on their radar.
Getting prospects to come to your website brings numerous benefits. It raises brand awareness, as your prospects will see your branding (such as company logo and name) just by being on your website, making your company memorable to them. A percentage of these people will be curious, click around, and learn more about the products you sell. They also might subscribe to your blog, if they decide you’re providing information they absolutely have to have. That gets your brand in their inbox whenever you post.
These strategies are part of what’s known as inbound marketing, a marketing strategy for attracting prospective customers to you rather than using pushy sales tactics. A good blog and other content that draws in search traffic to your website is an essential component of inbound marketing, and technical blog content is an excellent inbound strategy to attract technical buyers.
Do It Right, Or Don’t Do It At All
As you can see, having a blog can really help market a technology company. However, the internet is full of brands using this strategy to get ahead, putting out mediocre content to try to attract buyers. You need to be sure that your content is high-value, especially technical content. If you’re not adding anything new to the conversation, blogging will not help your business. A blog needs to bring real value to rank highly on search engines, get linked to by other blogs, and drive traffic to your website. Make sure when you start blogging, especially on technical topics, that you have the time and resources to devote to making excellent content.
What Makes a Great Technical Blog?
Don’t worry-- it’s not rocket science to create excellent blog content. Concentrate on providing information that is useful to your target audience, that fills a niche that doesn’t already exist, and that’s narrowly focused on a specific topic.
Focusing your content is extremely important. If you search for “best technical blogs,” you’ll probably see TechCrunch at or near the top the list. But TechCrunch and platforms like it are far too broad for our purposes. TechCrunch is looking to draw in an audience of nearly anyone with a passing interest in technology. You want a blog specifically written to draw in the audience that will be interested in purchasing your products, not everyone under the sun.
The Moz Blog, a blog focusing on search engine optimization (SEO), is a better example of the kind of blog content you want to be creating for your website. Because Moz sells tools that help companies implement SEO strategies, they write about SEO practices, attracting the kind of traffic that might turn into valuable leads for their business.
Another great example is The Rodon Group. They operate in a fairly niche industry, injection molded parts, and blog very specifically on that topic. They know that their prospective customers are searching online about injection molding and related topics (for example, manufacturing engineers designing and building a product that requires such parts). On their website, The Rodon Group publishes posts like Top 5 Most Common Plastic Resins for Injection Molding, that answer the questions their prospects are already searching for online.
A great technical blog operates like Moz or The Rodon Group. You want to write blog posts that answer questions that your prospective customers have and will be searching for. For example, if you search for “what resin material should be used for a plastic toy?”, the above post by Rodon is the top-ranked search result. This will drive traffic to their blog from people looking for injection molded parts, like those which Rodon manufactures. Their prospects get assistance from a trusted brand in finding important information, and Rodon gets valuable marketing.
Your blog should operate similarly. Posting helpful technical blog content that answers the questions being asked by members of a particular niche technical community can greatly increase your website traffic and help you rank highly in search results for key topics. However, we know that marketers aren’t experts in the technical topics they want to cover. It’s still simple to create high-value technical content that drives this kind of traffic. Start by enlisting the help of experts.
Find Your Niche and Link To Other Blogs
High-quality content on a topic without much other online coverage is a good way to run a technical blog. If you write on a topic that is well-covered, it is less likely (although not impossible) that your content will rise to the top, even if it’s good. If your posts are high-quality and provide good information that isn’t found elsewhere, it’s likely they’ll be linked to by other blogs on similar topics.
Links help your content to rank even better in Google Searches. There are several ways that links are looked at by search engines: the newness of the content, how authoritative the link is on the covered subject, and external unique links (versus internal linking) have been demonstrated to improve search engine ranking. Optimizing internal linking can also be helpful-- it tells the search engine that you have a lot of information on the topic and can denote your website as an authority on the search topic.
After you’ve come up with some good topics to write about, interview your expert. We describe a useful format for this process in detail in this post.
Publish Regularly and Be Patient
After you’ve partnered with technical experts to get good information, it’s your turn to write and publish an excellent technical blog post. Make sure your blog posts are well-written and answer specific search queries that your prospective customer might have. Publish regularly and on a fixed schedule-- many blogs choose to publish weekly. It will take time to build an audience for your content-- remember, they have to find you. Often, it helps to promote your blog on other channels, such as social media. Make sure, when you promote your content, that you do it with specificity. Don’t simply link to your post and call it a day-- know what your audience on that social channel is looking for, and demonstrate how your content is the answer.
Blogging regularly creates a body of published work sizable enough for the search engine algorithms to start recognizing your expertise and moving you to the top of the search rankings. This will take time-- don’t rush it because you want to start moving up as soon as possible. You want your content to be recognized as authoritative and to provide value to the people who land on it via searching. Regular blogging builds content at a good pace while giving you time to create high-value, well-written, expert technical content.
At first, don’t worry about results. Focus on creating good content and building a body of work. You can expect to start seeing results after around 3 months. At around 9 months to a year, you should expect to see significant traffic and a growing number of visitors. You can expect traffic to continue increasing for 2 years until it starts leveling off. This is normal. When you are writing about a niche, there are only so many readers interested in that niche, and it’s likely that your traffic will reach a plateau. As long as you keep drawing traffic to your site, your blog is still doing its job, even if growth is no longer massive.
Regular output of high-value content tailored to your audience is the key to blogging success. Don’t try to rely on a few “killer” posts that bring in tons of traffic. It’s hard to predict which posts will do well and often temporary when a single posts does exceptionally. If you keep at it regularly, you both greatly improve your chances of having a few posts do really well and bring more reliable, regular traffic to your site.
Writing a technical blog can seem like a daunting prospect. As a marketer, you may not be well versed in technical knowledge, and it may seem difficult to start a blog that really helps generate leads. But it’s not actually difficult to write and publish a killer technical blog.
Work with experts at your company to find a niche in which you can publish regular, high-value content on topics your technical buyers are searching for. By working with experts, you can easily create technical blog content providing accurate and authoritative information on topics relevant to your technical buyers. Regular publishing of good content that helps your buyers solve problems will drive traffic to your website, help your website rank higher in search engines, and develop trust between you and your prospective customers.