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Content Neglect: What Your Business Loses by Not Posting

Learn why content creation is essential for technical companies in software development, how it shapes brand perceptions, the risks of a dormant content strategy, the value of consistent content creation, and how to establish thought leadership through insightful media and community participation.

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While virtually all digital marketing demands content creation, this proves especially true for technical companies in the software development space. Your participation in the digital sphere profoundly affects how you connect with your customers — and the content you provide shapes these interactions and the resulting perceptions of your brand.

For this reason, establishing thought leadership through content represents a crucial strategy. With vehement objections to hard sells and marketing fluff, technical audiences want real value from an authoritative and reliable source. Achieving this reputation comes from a combination of insightful media (for example, hands-on tutorials, videos, and podcasts) and active, organic community participation.

In this article, we’ll overview why your content must be a focal point — not an afterthought.

The Importance of Content

Regardless of medium or format, content has become the cornerstone of modern marketing strategies. And in the software development industry, unique, strategically constructed content must be the backbone of your commercial efforts.

Your latest solution may well be revolutionary, but without supplementary material to attract traffic, your paradigm-shifting product will fall unceremoniously off the radar. Moreover, garnering this attention is what generates leads and builds a solid word-of-mouth reputation.

That’s why you can’t just broadcast your products and expect a hearty reception. Well-written, high-quality copy showcasing industry knowledge, expertise, and attunement to your audience is infinitely more effective at positioning your brand as an industry authority.

Your service offerings only demonstrate your company’s innovative approach to those who purchase it (or at least initiate a free trial). Content, on the other hand, reaches a far broader audience, providing limitless potential for showcasing how your in-house expertise drives the industry.

But this potential only exists when you prioritize your content strategy.

The Risks of a Dormant Content Strategy

“Dormant” may be a reassuring word when discussing volcanoes, but certainly not when describing your content strategy. Sparse or inconsistent publishing severely hampers online presence and restricts growth potential.

Imagine undertaking some general research about the latest versions of various Python libraries. You stumble upon a website touting its attunement to the Python developer experience and are excited to see a prominently featured blog. Then, you visit the blog only to find three posts over the previous six months, the most recent of which is nearly a month old.

You’re a discerning consumer, well aware of how even small library updates can garner attention for the issues they address. The lack of updated blog content is disappointing, to say the least. It makes you wonder whether the company is still operational, and your perception of this brand is now unflattering at best.

Now, imagine you’re the brand and you’ve just lost a potential returning visitor. The bottom line is that when you don’t release content regularly, you contribute to the image that your company is inactive and irrelevant.

Furthermore, in technical content marketing, even perceived irrelevance can be a brand-killer. When yesterday’s technological revolution is today’s old news, maintaining a stream of fresh, current material is a necessity. Without it, you’re likely to appear lagging and uninformed about industry trends, incurring virtually irreparable damage to your company reputation.

The more immediate impacts of a dormant content strategy are equally concerning. Scarcely updated copy means less website traffic and risks a substantial loss of market share. Also, consider the fact that each piece of content offers an opportunity to generate some social media buzz. Reduced activity also means forfeiting this chance — and engagement on these platforms suffers as well.

So, while generating consistent, high-quality material might feel elusive and potentially expensive, realistically, you can’t afford not to.

The Value of Consistent Content Creation

Regular content updates are a boon to any business, particularly in the tech industry. A carefully considered release schedule of high-level insights and practical knowledge helps foster sustained audience engagement and a loyal community. Of course, that’s easier said than done.

When every development promises to change the world, even the discerning technical consumer may struggle to filter out the flash-in-the-pan fad from the truly noteworthy. Here, maintaining a constant stream of superior output can prove invaluable. By harnessing in-house expertise to pinpoint and analyze what’s worth exploring, you:

  • Help your audience distill value from white noise.

  • Develop a range of topics meriting further exploration through subsequent content.

  • Become a reliable information source and amass a devoted, returning viewership.

It’s critical to understand that content marketing is a long-term strategy that takes time to reach complete realization. However, once established, it offers tremendously valuable returns that will far outlast a one-off ad campaign.

Once you’ve published an article, blog post, or webinar, users can find it at any time. A high-quality piece from several years ago is a compelling reason for potential customers to dig through your site and discover what else you’re offering. Essentially, you establish credibility just by having archived content that users can explore.

Content is more than information — it’s an irreplaceable tool for educating customers about your company’s products, services, capabilities, and knowledge. Consistent content creation keeps the audience informed, engaged, and connected to your brand, reinforcing your position as a market mainstay. Moreover, you lay the groundwork for your brand to become a thought leader in your domain.

Establishing Thought Leadership Through Content

Maintaining visibility in the tech sphere is no easy feat — but releasing consistent, high-quality content brings it within reach. Offering industry insights, practical advice, and solutions to issues your audience faces can distinguish your brand as a source of genuine thought leadership.

Thought leadership is about contributing real-world value to the lives and experiences of your consumer base. It’s relatively easy to recycle existing ideas into a steady content release schedule, but far more difficult to deliver intelligent, useful observations and analyses to a knowledge-hungry audience. Therefore, the ability to do so is a tremendous asset to your company.

Furthermore, thought leadership is one of the best modes of establishing your brand’s credibility and cultivating a deeply rooted trust among your audience. A significant portion of this approach centers on problem-solving. Providing content that demonstrates innovative, novel, or creative solutions to common issues is a powerful means of showcasing your business as one that genuinely cares about helping potential users — not just selling to them.

Technically minded users are adept at tuning out marketing noise and fluff. Demonstrating your brand’s expertise and industry experience provides them with the sense that you are on equal footing — two partners cooperating to improve a development strategy or ease a nagging issue. Building trust and credibility in this fashion can cement your brand as a go-to resource, opening new avenues for growth and collaboration.

Conclusion

The dynamic nature of software development means that something new and revolutionary is always on the horizon. As a result, staying relevant and visible requires a robust and expertly implemented content strategy. A regular release schedule with high-value content can help secure your place in the market, regardless of how it next evolves.

However, attaining more than just baseline visibility demands a turn toward thought leadership. Offering one great product is fine, but showcasing your company’s perpetual drive for innovation and improvement will build an engaged following that looks to you for critical guidance. Realistically, you have every reason to double down on your content strategy and no reason not to.

Have your content creation efforts stagnated? Enlist ContentLab’s expert assistance to ensure your strategy never wavers.

 

Max Eidelman-Baum
Max Eidelman-Baum
Max Eidelman-Baum is a professional writer and copy editor interested in accessible technology and full-stack development. Max has worked with ContentLab as a freelance technical and copy editor since 2021 and is key member and leader of the editorial team. He lives in New Brunswick, Canada, with his husband and their golden retriever, Cassidy!

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