{"id":2476,"date":"2021-11-04T20:01:47","date_gmt":"2021-11-04T20:01:47","guid":{"rendered":"https:\/\/contentlab.com\/?p=2476"},"modified":"2024-01-12T22:07:22","modified_gmt":"2024-01-12T22:07:22","slug":"what-is-a-technical-content-marketing-agency","status":"publish","type":"post","link":"https:\/\/contentlab.com\/what-is-a-technical-content-marketing-agency\/","title":{"rendered":"What Is a Technical Content Marketing Agency? And Why Do I Need One?"},"content":{"rendered":"

There’s no shortage of marketing agencies out there\u2014each one with a slightly different structure offering any variety of services. Digital agencies, SEO agencies, PPC agencies, CRO agencies, inbound, outbound\u2014all the acronyms,\u00a0in all directions. Many of these\u00a0agencies\u00a0supply content marketing services as a feature under their umbrella of broader offerings. But for brands who work in very niche spaces and require a specific type of expertise, a conventional agency doesn’t fit the bill.<\/p>\n

Before we break down what a technical content creation agency is, let’s look at what content marketing does and why. At its core, content marketing tells a story with the right words, in the right place, in the right format, and in a way that keeps an audience coming back for more.<\/p>\n

Content marketing is a strategy that centers around blogs, whitepapers, videos, and other collateral. The goal is to drive traffic, build community, engage audiences, build credibility, and\u2014ultimately\u2014increase revenue.<\/p>\n

It seems simple enough. But tech brands have very fragmented and specific needs, making it challenging\u00a0to produce content marketing that can support your goals with the necessary expertise.<\/p>\n

So, what’s the difference between generalist agencies and niche agencies?<\/h2>\n

Here’s where the big split from a traditional agency comes into play. A conventional content marketing agency can provide a writer that performs as a jack of all trades. They won’t necessarily have the expertise needed\u00a0to write\u00a0technical content.\u00a0Content made for technical practitioners requires practitioner writers. It’s the only way to create content that attracts and nurtures tech readers.<\/p>\n

If you alienate your audience with inauthentic content, you won’t find them moving through your conversion funnel. Good content is good business.<\/p>\n

Why do such niche technical content marketing agencies exist?<\/h3>\n

Top-down solution and tool purchasing is a dead practice. Instead, companies have evolved\u00a0to see\u00a0developers as visionaries and architects of digital transformation who have an end-to-end\u00a0view of\u00a0the processes and solutions that a brand adopts. Tech departments have a collaborative and consultative relationship with business management.<\/p>\n

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\u2014but 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.<\/p>\n

“Developers should be considered technology buyers because they have a strong influence over purchasing decisions. Between 70\u00a0percent and\u00a079\u00a0percent\u00a0of developers feel they have either significant or complete influence over purchasing and procurement decisions, including decisions related to the modernization of legacy apps, cloud adoption, and cloud vendor selection.”<\/p>\n