It’s rare to offer a product or service that’s unique. Most business owners are well aware of other products in the market that compete for the attention of the same core audience you are looking to reach. You know that your offering is better than other solutions, but there is no guarantee that you’ll get the eyes you need to spread this message.
Companies with a deeply technical product or service encounter this marketing problem more frequently than others. The reason is, their competitive differentiation might lie in a subtle detail of how the company’s offering works. This kind of subtle detail, unfortunately, frequently gets lost in the sea of marketing messages.
How can a technology company differentiate itself on the marketing front? How can you get the attention of the right people, without spending more than you can afford on paid advertising?
Our answer: explain your product or service in detail through technical writing and communication. It’s a scalable, long-term approach that, if done right, can deliver a lower cost per acquisition for your business, reduce the sales costs, and deliver a high return on investment.
In this article, we explain how exactly technical writing achieves these results and cover why working with a technical content service is the best way to get started with technical writing on your blog and website.
How technical writing can help your marketing strategy
Let’s quickly break down what an effective marketing strategy is for a company that offers a Software as a Service (SaaS)product. Marketers usually measure the effectiveness of a strategy by its outcome: website visits, sign-ups, and eventually sales or recurring revenue. Some strategies generate a lot of traffic but few sign-ups and little revenue. Some result in fewer website visitors but have a more substantial portion of them converting into customers.
Imagine two scenarios.
#1: you drive paid-per-click traffic for relevant keywords to your marketing website, which has some context on what your service is but doesn’t go deep into the details.
#2: you get the same amount of traffic flowing organically to a long-form guide explaining how to accomplish a technical task with your product, from this guide you drive the visitors to visit the main marketing website.
Which of these two scenarios will result in more customers signing up for your product?
In our experience, scenario #2 will significantly outperform the usual pay-per-click results. Why? First, website visitors self-qualify by searching for a solution to a problem that they have. Second, you comprehensively answer their question, with the technical details and examples that the audience is looking for, and builds trust with them. Third, the technical article allows you to explain at length what the benefits of your solution are, compared to other options on the market. And fourth, you don’t have to pay for any of the clicks.
These four aspects are how technical writing can transform your marketing strategy.
You might be thinking: “That sounds great, but technical articles take a lot of effort to produce, and I don’t have the people or the time for it.” You are not alone. It’s a problem that many companies have — this is why long-form technical articles are rare today as a form of marketing. But we also believe that this is a great opportunity, and our technical content service, Wizard on Demand, exists to make this opportunity more accessible to companies like yours.
Read on for the details of how we do it.
How a technical content service simplifies your marketing
As a technical content agency, we take on the creation of technical articles for your website from start to end.
Our collaboration starts by working with you to understand your audience and to generate ideas for the articles we will be creating. We also ask you for your style preferences to make sure that our articles match your brand’s voice. Next, we create an outline of a future article and design the technical examples that we’ll use in it. This might include code samples or full-scale example projects on GitHub.
After that, the writing process starts. One of our technical writers does the necessary research and uses the technical examples to create the article, following your brand guidelines and our internal style guide at all times. The step that follows is the editing: making sure that the writing is error-free and stylistically consistent.
And at this point, the article is sent to you for review. The writer and the editor address your comments and suggestions.
Each article is a team effort, and this allows us to guarantee the best quality in all aspects of article creation, from ideas to technical examples to finished writing.
What does this mean for you? You get technical articles of the world-class quality, which generate great results and top-tier return on investment for you, all with minimal effort or time required from your side.
Is a technical content service the right fit for you?
Looking to understand if technical writing can help your marketing? Download our case study that talks in detail about the results we achieved for one of our clients. The case study also includes the links to the exact articles we produced for them.