Technology detail can be complex but marketing content for technology brands has to be simple.
Too often we see brands that want to sell simplicity and communicate with content that is dense and challenging to consume. If you’re going to communicate that your technology, product or user experience is simple then you need to deliver content that mirrors that ambition and is accessible.
The biggest challenge for internal marketing teams at technology brands is to step away from their day-to-day business and to tell their brand’s story in a way that makes sense to their audience. That means boiling their story down to the very basics.
5 Top Tips for Accessible Content:
- Personalisation
Using personalisation in technology content is key to engaging wider audiences globally. Providing a human-interest angle or personalised story in your technology content entices readers to actively and regularly engage. If users can relate to your content they will read it.
- Simplicity
Clear and concise language is vital to break through marketing noise. The aim of branded content should be to efficiently and consistently reach relevant audiences, deliver brand messaging and reach the brands objectives, whatever those might be.
Creating refined and clear content improves readers’ user experience and achieving this can be as simple as using: small paragraphs, a clean and concise structure and methodical organisation of ideas and points of interest. Make sure to use plain English and steer clear of marketing jargon.
- Definitive Purpose
Identifying what your technology content could, should and must achieve to be successful is vital.
Mass coverage isn’t or shouldn’t be the only objective. While getting the brand name out is important, the true value of content is to stimulate reader engagement, build a brands authenticity and ultimately influence your target audience to invest in the brand.
It’s all about shaping perceptions. If your content doesn’t take your readers on a journey or offer a new experience - what’s the point of reading it?
- Detail that Delivers
Technology content needs to convey the brands personality, be relevant in the market and deliver tailored messaging for the intended audience in order to maximise its potential.
Expanding the accessibility and reach of your content is crucial, without watering down the detail too much. Technology content needs to be written so the average reader can also engage and share.
Read more about accessible content creation at our blog ‘Does your content pass the ‘would I read it test?’.
- Scanability & Structure
Creating content that can be quickly consumed while engaging the user is key, particularly for online content. As well as use of language, breaking up the text and providing a variety of material is also important.
For example, the use of pictures, infographics and video increases reader engagement and improves user experience, which ultimately reinforces the technology contents long lasting impression on the user.
Please get in touch and follow us on Twitter @IlexContent. If you have any questions feel free to email me at info@ilexcontent.com
