too-technical-for-content-marketingWe all know that content is an essential component of great digital marketing. In order to become the jewel in Google’s eye (other search engines are available), it is vital to have a regular flow of fresh and engaging content. Of course, content does more than simply appease the search engines; it provides your audience with the information they are looking for and ultimately, points them in the direction of your sales funnel.

Too technical…

However, for some industries, the ability to generate content is easier said than done. What if you work in supersymmetric quantum mechanics, build advanced data modelling engines or conduct research in nucleotide diversity?

All of a sudden, the process of creating content that will speak to your audience, generate social engagement and increase conversions becomes a bit more daunting. Does anyone really want to read about pneumonoultramicroscopicsilicovolcanokoniosis (the disease caused by inhalation of fine siliceous dust)? Even if they do, create content that is too complex and you run the risk of alienating your audience; dumb it down and you run the risk of becoming irrelevant.

Does anyone want to read about my niche?

The answer is an unequivocal yes. Here is a little experiment you can conduct right now. Type the most complex industry, speciality or niche you can think of into Google (use quotation marks around your phrase to ensure you get only exact matches) and see how many results you get. To coin a phrase from Nigella Lawson, here are two I prepared earlier:

“Supersymmetric quantum mechanics” – 533,000 results

“Nanotechnological bioinformatics system integration” – 860 results

The number of internet users is now nearing 3 billion (yes, 3,000,000,000!). That means if just 0.00001 per cent of internet users were interested in what you have to say, you’d still get 300 visits. If just one of those visits becomes a customer, it was worth putting the effort in by creating content for them.

Look at the bigger picture

At Red Rocket Media, we have a wide variety of clients spanning a vast range of industries. Of course, some require specialist knowledge to write for, but regardless of subject matter, there are two universal rules that can help you produce engaging and relevant content.

Know your reader

Who is your content aimed at? Be as specific as possible here. If you are a provider of a cloud-based data analytics tool, is your content aimed at the IT professional who will be using the tool on day-to-day basis or should you really be aiming your content towards the decision maker?

It is often the case that the senior manager with purchasing power does not have the same level of technical knowledge as many of the people on the ground. By clearly defining your target demographic, it becomes infinitely easier to produce relevant content.

Look at broader themes

It is all too easy to get bogged down in the intricacies of your product or service. It might be that your product’s in-memory engine allows for complex modelling at a transactional level or that your 10-bit horizontally-aligned IPS LCD panel now supports DCI-P3 colour space.

While this might be fascinating for some, the truth is that by taking a step back and looking at broader themes, you can create content which appeals to a much wider audience, while still targeting your core niche.

For example

A company selling LCD panels could discuss the wider technology trends in the consumer display market such as the rise of 4K. One might even take a further step back and discuss the sociological effects that watching too much television might have on children. The beauty of content is that is allows you to become impartial, explore ideas and engage with your audience in a public forum.

It also gives you a much wider scope of topics to discuss, ensuring that your content fountain won’t run dry any time soon.

Content is the most critical aspect of digital marketing. Assuming that your market is too technical or too niche for the masses is a mistake. It doesn’t matter if you sell matchsticks or nuclear fusion ignition systems – content should be at the heart of all your digital endeavours.