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Top-down solution and tool purchasing is a dead practice. Instead, companies have evolved to see developers as visionaries and architects of digital transformation who have an end-to-end view of the processes and solutions that a brand adopts. Tech departments have a collaborative and consultative relationship with business management.
When your marketing efforts are aimed only at the top, you miss gaining the sway of technical practitioners as decision-makers and change drivers. Herein lies the challenge. It’s tough to market to tech practitioners! It’s a whole other ballgame. Your content writers are probably experts at writing to the C-suite—but when you segment your audience and write to tech personas, you’re going to need a different skillset and a deep understanding of the tech.
Content writing is only part of technical content marketing. The backbone of the process is having a good strategy. An agency leverages the industry experience of a team that understands the consumption habits of practitioner audiences and guides the overarching content strategy.
A technical content marketing agency zeroes in on creating content specifically for technical audiences, typically writing for software developers, programmers, and engineers. Technical content marketing has a scrutinizing audience that can easily pick up content written by someone who lacks authentic expertise.
Good tech content writers are practitioners in their fields and can get down to the nitty-gritty of things and create useful and practical content. They can produce valuable tutorials that solve real-world problems—and incorporate code samples and screenshots to create a hands-on reading experience. A tech-geared agency can provide instant access to vetted, expert writers.
An experienced tech content marketing agency has in-house talent beyond just writers. In this piece, we’ve pinpointed that the ideal writer has the knowledge needed to teach, inspire, and engage others within tech spaces. The caveat: this knowledge doesn’t guarantee that they’re a good storyteller or strategist. That’s where the rest of the agency team comes in!
By working with a technical marketing agency, you extend your team by having instant access to a company entirely dedicated to tech content marketing.
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