Last week, we talked about how to avoid boring your prospects with too much technical detail in your content and copy.
I also mentioned why this is very important at the beginning of the sales cycle, where engaging readers and prospects is paramount.
This week, we’ll look at 4 engaging content types that can be effective in generating leads and awareness for your nanotech solutions. These strategies all make use of persuasive stories that position your company as a leader and provider of valuable information.
4 content types that engage potential buyers
A blog can be a terrific way to share your story and generate awareness for your business.
However, there are only a handful of nanotechnology (or even general high-tech) companies out there who have a blog which they update regularly, and even fewer who use it correctly.
I should point out that putting up a blog and only posting to it once every 2 or 3 months isn’t going to do you much good. So if you don’t have the time or the resources to commit to regular posting then don’t bother starting in the first place.
So what’s the best way to use a blog?
As an example, a firm selling atomic force microscopes could start a blog about helping AFM users make the most of their microscope sessions. They could provide advice on how to choose an AFM, how to use various aspects of it etc.
In this way, the firm positions itself as a provider of knowledge and develops trust. They do this regardless of whether the readers of the blog actually buy from the company or not.
One of the best examples I’ve seen of a high-tech blog is that of Indium Corporation.
Indium manufactures materials used in electronics assembly, including solders, thermal interface materials and thin film materials. They use their blog to produce valuable content on these topics.
Very technical stuff, but they’re striving to bring highly technical ideas to life through interactive conversations, content and storytelling. You can check them out at www.indium.com/blog
2. Webinars and video series
A webinar or video series can offer the same engagement as a regularly updated blog.
Often a company will host a webinar on the use of one of their solutions. Talking about your specific products during a video series or webinar can help customers who have already bought that tool use it more effectively. This helps with customer retention over the long run.
However, for lead generation, a smarter approach is to use a webinar to discuss and provide useful information on the topic in general.
Carl Zeiss Microscopy, for instance, use webinars to help people understand specific aspects of electron microscopy. DENSsolutions do the same thing for in-situ electron microscopy with their nanotalks series.
3. White Papers
A white paper aimed at generating leads at the top of the sales funnel is a perfect example of story blended with technical information that’s backed up by rock solid proof.
There are various ways to write a white paper, depending on its purpose. So think carefully before creating one. Ask yourself why its needed and what the content will be.
4. Customer Success Stories
Another option is to use a customer success story (also known as a case study) to show your customers how your nanotechnology product or service solved a specific problem.
Customer success stories are terrific at engaging readers who have just become aware of your company.
What makes them so great is that if you strip away all the marketing talk and concentrate on sharing the story of a real business solving real problems, you’ve got a very effective marketing tactic.
Much more will be said on case studies and white papers in future issues.
The above examples blend technical copywriting with an engaging story and position your company as a trusted advisor providing valuable information.
In short, technical copy and storytelling can be a match made in heaven – if done right. Look at your current content and ask yourself if you’re using this unique combination to your advantage, or if you’re just drowning your prospects in technical details.
Until next time,
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