Concentrate - Blog-image - Content marketing (003)

Quality written and visual content not only generates leads, but will help to increase sales

Content marketing – it’s not a new term. But as the modern world becomes increasingly digital – especially in the tech sector – the concept has evolved to better encompass the message Kiwi tech businesses are trying to get across to their customers.

The ultimate aim of your content marketing strategy is to make your sales process more efficient by delivering qualified leads to your sales team. How you go about this is down to a few key methods aimed at creating successful content.

The aim – content that aligns with purpose

Content is king in the tech industry – at least for getting potential customers to your website and interested in your product or service. That’s why you need to have an end goal for each piece of content you generate. For most pieces, you’ll want them to ultimately lead to sales, but you could also be aiming to:

  • Generate interest in an event you’re involved in
  • Introduce a new product
  • Showcase customer success stories


The key objective here is to focus on what you’re trying to say, and how that message will appeal to your target market – and in the tech industry, that’s mostly about B2B. For example, if you’re showcasing a new prototype, a professionally created video that focuses on how the product can solve a business pain point would be ideal.

Each piece of content that you create should:

  • At the start of your target personas buying process aim to educate and inform. Thought leadership content is essential in the tech industry.
  • In the middle of the buying process look to solve specific customer pain points.
  • Tell your business story, so your prospects can relate to your business, its struggles and its accomplishments.


Engaging content should increase conversion rates on your website. It can act as an extra pre-sales resource. The challenge is to create interesting and entertaining content that’s actually valuable to consumers. Here’s how you can go about it.

Outline a specific topic

Determine what topic (or theme) your content will have. The important part is to first settle on a content subject. For example, if you’re focusing on technology that will benefit tradie businesses, ‘how to’ content like eBooks and videos are popular because they’re useful.

Once you’ve developed a strong customer base – and those customers are benefiting as a result of the technology you’ve supplied them with – ask them to participate in case studies that focus on why their success is at least partially down to your tech solution.

If you’re planning on sending an e-newsletter to your customers and future prospects, it’s a wise idea to design a monthly schedule outlining the general topic for each month’s e-news.

Content that’s a lead magnet

How people buy has changed – buyers have become smarter at filtering out advertising and using tools to block web adverts. They search the web for items of interest and when they find what they want, they look for a way of making contact that could lead to a purchase.

Sales leads will now have a tendency to come through your business’s website, social media platform or blog. Aim to maximise the number of targeted leads your business can get via your content marketing in these channels.

Automation tools such as HubSpot will help you to synchronize your content messages, which boosts your digital presence. Marketing automation enables you to:

  • Motivate, capture and nurture leads online
  • Set up a schedule of where and when content will be published (e.g. social media, paid search, email)
  • Maximise the use of your website

What kind of content works best for tech?

The variety of online content continues to grow, especially in the tech industry. It means you’ve got a wide range of mediums to choose from, such as:

  • Videos and images
  • These are visuals representations of data and information.
  • Case studies of some of your highly appreciative customers
  • White papers and eBooks. These are informative documents that highlight the usefulness of your products or services.
  • Interactive content like training videos, quizzes, online calculators or checklists.

Content that boosts your reputation

The tech industry is where thought leadership really stands out. It’s important to position your business as experts, and one of the most effective ways of doing this is to create content that highlights your expertise and your willingness to educate.

Think about what your business does best, or some critical knowledge that it understands better than your competitors. What do you want your business to be well known for?

For example, Spidertracks launched in 2005 as the result of a helicopter crash. Now, their aircraft tracking solutions have made them an industry leader, allowing aviation businesses to track, manage and communicate with their fleet in real time.

You and your staff have certain know-how when it comes to your product or service, so harness that and develop thought leadership content around that.

Create awareness from the beginning

The idea is to reach potential customers at the very top of your sales funnel before they’ve even made a decision on what they need.

The key is to use the right content with the right voice – to reach out to your target market and begin growing your online traffic. Educate your prospective customers so you build trust and long-term relationships. Then, reinforce your brand and retain customers by using content marketing post-sale.

Although the ultimate aim of any content you produce is to assist your sales process, think of content marketing as the art of communicating with your customers without making a sales pitch. You’re creating helpful and informative content that your customers can enjoy and learn from. The focus is on empowering potential customers and building a lasting relationship with your existing ones.


Subscribe to our blog