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Content Marketing Mistakes Made By Tech Companies – And How to Avoid Them

Did you know that 65% of people find it hard to produce engaging content?

Tech companies have a particularly hard time producing content that inspires their audience and conveys the intricacies of their solutions at the same time. Content marketing is an unfamiliar practice to many technology brands and mistakes can easily be made.

Join us as we explore six content marketing mistakes tech companies tend to make and how to avoid them.

1: Insufficient Keyword Research/SEO

Keyword research and SEO is a crucial step that cannot be ignored in content marketing. You should aim to use a mix of high-ranking keywords to move your site up the SERP rankings. 

Conduct keyword research using tools like SEMrush and MOZ to find out what keywords your site already ranks for. Make sure all your content, from landing page copy to blog posts, includes at least one of those keywords. But steer clear of keyword stuffing.

2: Overcomplicated Website

Tech and SaaS companies may be tempted to show off their skills by building their own website from scratch. But using a proprietary CMS system can make the site difficult to change to support new requirements as Google’s algorithm changes. 

The purpose of your site is to generate new leads so you need an eye-catching design, and engaging, insightful and SEO optimised copy. 

Website builders like WordPress or Wix have many customisable templates and come with many other helpful tools, like analytics. 

3: Focusing On Yourself and Not Your Customer

Research shows that  90% of the most successful B2B content marketers prioritize their audience’s informational needs over their own promotional message.

Content marketing is for the audience, not the company.  Make sure your content covers topics that interest your audience. To do that you have to know your audience, what they’re searching for and what makes them tick. 

So take the time to create in-depth customer avatars to put a face on your target audiences to help you create content that drives them to your site.

4: No Content Distribution Plan

There’s a new blog post published every 0.5 seconds so it’s not enough to create and publish great content.

As we mentioned in our last post, content distribution is half the job in content marketing. You must promote your content for it to reach your target audience. Because how will they know how great your product/software is if they don’t know it exists? 

5: Not Tracking Site Performance

Once your website is done and your content is published and distributed, make sure to track how your site is doing. Check which page gets more traffic, how many conversions you’re  getting, and which social media channels guide more visitors to your site.

Tracking and analysing performance analytics like click-through rates, unique visitors, bounce rate, and conversions helps you learn what works best. By tracking your site performance you’ll get the insights you need to adjust your content marketing strategy to maximise ROI overtime.

6: Ignoring Already Published Content

Another marketing mistake to avoid is forgetting to update your older content. Your old blog posts could be messing up your site’s SEO without you realising it. 

So go through your published content every six months or so to make sure your stats, links and keywords are still valid and up-to-date. If the topic is still relevant, why not share the post again with your audience? 

Master Content Marketing with Copy House

Do you need help translating your complex technology into engaging content?

At Copy House, we’ve successfully helped our clients turn sophisticated solutions like robotics and blockchain into SEO optimised content to boost their site traffic and generate leads. 

Drop us a message to find out how we can help you get more sales with powerful content.

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