Technical marketing is content marketing targeted to engineers
Technical content is written for engineers and purchasing managers who are looking for valuable and relevant technical content to help make purchasing decisions.
We have all heard that more than 85% of consumers use the internet to find a product that meet their needs. But in a business-to-business environment, we sometimes forget that engineers and purchasing managers are consumers too. Engineers and purchasing managers likewise scour the internet in search of technical information to solve their business needs. And when they go looking, you'll want your products to be found.
Technical marketing is content SEO for engineers and Google
In this day and age, engineers and purchasing managers aren't "sold" products anymore. If your product doesn't fill a specific need, then there is no point in trying to sell it to the purchasing manager. Instead, when the purchasing manager goes "looking" for solutions to his challenges, this is when you want your product to stand out and be found.
How to market technical products
When purchasing managers go looking online for solutions, they are looking for specific product specifications, they are looking for data, they are looking for comparative information. Engineers have often already spent hours or even days researching a particular product before reaching out to potential suppliers. This is the information you want to be sure is available to them when they look.
What kind of technical content works best?
There is rarely one specific page, or one specific type of content that works best. What works best however, are combinations of several types of content. CAPLINQ understands this and is an expert in creating content in the form of:
- Product category pages
- Detailed product pages with product specifications
- Technical blog articles
- Technical datasheets
- Technical brochures and selector guides
Each of these work on their own, but the combination of these reinforces engineers' confidence in your products.
Some content such as product, category pages and technical datasheets are considered "cornerstone content" and estabilish credibility for your product and business. Others, such as blogs, forums and social media increase traffic to these pages, giving you the opportunity to speak directly to your potential customers about the benefits your product can give them and to ultimately develop better customer relationships.
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