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Have you been tasked to write a blog post for your marketing team? Are you a leader looking to expand the influence and brand-trust of your Solutions Consulting team?
As solutions consultants and sales engineers, one powerful tool at your disposal is the technical sales marketing blog—a platform to educate, inform, and persuade potential customers while establishing your expertise in the field. In my last organization we dedicated ourselves to writing one blog a month, twelve in the course of the year, and they became the highest performing blogs ever written by the organization.
Do you know why?
I don’t know for certain, but my hunch is that they resonated so well because our team was uniquely qualified to speak to our audience. We understood the product, our customers, and the pain-points of our prospects better than anybody else. As a solutions consultant or sales engineer, I bet the same is true for you and your team.
Writing compelling technical sales marketing blogs requires a strategic approach to effectively communicate complex concepts and capture audience interest. Here are five essential tips and five techniques to help you craft engaging and impactful technical sales marketing blogs:
1. Focus on Value and Solutions, Not Just Features:
While it's important to highlight the features and capabilities of your solutions, technical sales marketing blogs should go beyond mere product descriptions to emphasize the value they deliver to customers. Focus on the outcomes, benefits, and solutions that your products or services offer, rather than just listing features. How does your solution solve your audience's problems or address their pain points? What tangible benefits can they expect from implementing your solution? By framing your content around value propositions and real-world use cases, you demonstrate the relevance and impact of your offerings.
Technique: Storytelling
Use storytelling techniques to illustrate how your solutions have helped customers overcome challenges, achieve their goals, or drive business results. Case studies, customer testimonials, and success stories can be powerful tools for conveying value and building credibility.
2. Keep it Clear, Concise, and Accessible:
Technical sales marketing blogs should strike a balance between depth of information and readability. While it's important to provide technical insights and details, avoid overwhelming your audience with dense, jargon-filled content. Keep your writing clear, concise, and accessible, using plain language and avoiding unnecessary technical terminology where possible. Break up the text with headings, subheadings, bullet points, and visuals to improve readability and facilitate scanning.
Technique: The "Inverted Pyramid" Approach
Structure your content by starting with the most important information at the top and gradually providing additional details as you go. This helps capture readers' attention and ensures they get the key takeaways even if they only read the introduction.
3. Encourage Engagement and Interaction:
Technical sales marketing blogs should not be one-way communication channels; they should encourage engagement and interaction with your audience. Include calls-to-action throughout your blog posts to prompt readers to take the next step, whether it's downloading a whitepaper, signing up for a webinar, or contacting your sales team for more information. Encourage readers to leave comments, ask questions, and share their thoughts or experiences, and be responsive to their feedback to foster a sense of community and collaboration.
Technique: Use Interactive Elements
Experiment with interactive elements such as polls, quizzes, surveys, or interactive infographics to further engage your audience and encourage participation. This not only enhances the user experience but also provides valuable insights into your audience's preferences and interests.
4. Know Your Audience and Their Pain Points:
Before you start writing, it's crucial to understand your target audience and the challenges they face. Envision your most common prospects and tailor your content according to their demographics, preferences, and pain points. What are their key concerns, goals, and aspirations? What questions do they have about your solutions or industry? By empathizing with your audience and addressing their specific needs, you can create content that resonates and establishes your credibility as a trusted advisor.
Technique: Buyer Personas
Create buyer personas to represent different segments of your target audience, and use them as a guide to tailor your content to the unique needs and preferences of each group.
5. Optimize for SEO and Discoverability:
To maximize the reach and impact of your technical sales marketing blogs, it's essential to optimize them for search engines and discoverability. Your marketing team may be covering this, but do not shy away from partnering with them. SCs/SEs often know niche keywords, relevant terms, and phrases that your audience is likely to search for. Optimize your blog post titles, headings, meta descriptions, and URL structures to improve your chances of ranking in search engine results pages and attracting organic traffic.
Technique: Use long-tail keywords
Long-tail keywords and phrases that are specific to your niche or industry can help to target more qualified leads and capture niche audiences. Additionally, leverage internal and external linking strategies to improve your blog's authority and visibility.
Takeaways
Writing compelling technical sales marketing blogs requires a strategic approach that focuses on understanding your audience, emphasizing value and solutions, maintaining clarity and accessibility, optimizing for SEO and discoverability, and encouraging engagement and interaction. By following these five tips and using these five techniques, Solutions Consultants and Sales Engineers can create content that resonates with their audience, drives engagement, and ultimately, supports their sales and marketing objectives. So, the next time you sit down to write a technical sales marketing blog, reference this article and you’ll have a top-performing blog post in no time.
Have you been tasked to write a blog post for your marketing team? Are you a leader looking to expand the influence and brand-trust of your Solutions Consulting team?
As solutions consultants and sales engineers, one powerful tool at your disposal is the technical sales marketing blog—a platform to educate, inform, and persuade potential customers while establishing your expertise in the field. In my last organization we dedicated ourselves to writing one blog a month, twelve in the course of the year, and they became the highest performing blogs ever written by the organization.
Do you know why?
I don’t know for certain, but my hunch is that they resonated so well because our team was uniquely qualified to speak to our audience. We understood the product, our customers, and the pain-points of our prospects better than anybody else. As a solutions consultant or sales engineer, I bet the same is true for you and your team.
Writing compelling technical sales marketing blogs requires a strategic approach to effectively communicate complex concepts and capture audience interest. Here are five essential tips and five techniques to help you craft engaging and impactful technical sales marketing blogs:
1. Focus on Value and Solutions, Not Just Features:
While it's important to highlight the features and capabilities of your solutions, technical sales marketing blogs should go beyond mere product descriptions to emphasize the value they deliver to customers. Focus on the outcomes, benefits, and solutions that your products or services offer, rather than just listing features. How does your solution solve your audience's problems or address their pain points? What tangible benefits can they expect from implementing your solution? By framing your content around value propositions and real-world use cases, you demonstrate the relevance and impact of your offerings.
Technique: Storytelling
Use storytelling techniques to illustrate how your solutions have helped customers overcome challenges, achieve their goals, or drive business results. Case studies, customer testimonials, and success stories can be powerful tools for conveying value and building credibility.
2. Keep it Clear, Concise, and Accessible:
Technical sales marketing blogs should strike a balance between depth of information and readability. While it's important to provide technical insights and details, avoid overwhelming your audience with dense, jargon-filled content. Keep your writing clear, concise, and accessible, using plain language and avoiding unnecessary technical terminology where possible. Break up the text with headings, subheadings, bullet points, and visuals to improve readability and facilitate scanning.
Technique: The "Inverted Pyramid" Approach
Structure your content by starting with the most important information at the top and gradually providing additional details as you go. This helps capture readers' attention and ensures they get the key takeaways even if they only read the introduction.
3. Encourage Engagement and Interaction:
Technical sales marketing blogs should not be one-way communication channels; they should encourage engagement and interaction with your audience. Include calls-to-action throughout your blog posts to prompt readers to take the next step, whether it's downloading a whitepaper, signing up for a webinar, or contacting your sales team for more information. Encourage readers to leave comments, ask questions, and share their thoughts or experiences, and be responsive to their feedback to foster a sense of community and collaboration.
Technique: Use Interactive Elements
Experiment with interactive elements such as polls, quizzes, surveys, or interactive infographics to further engage your audience and encourage participation. This not only enhances the user experience but also provides valuable insights into your audience's preferences and interests.
4. Know Your Audience and Their Pain Points:
Before you start writing, it's crucial to understand your target audience and the challenges they face. Envision your most common prospects and tailor your content according to their demographics, preferences, and pain points. What are their key concerns, goals, and aspirations? What questions do they have about your solutions or industry? By empathizing with your audience and addressing their specific needs, you can create content that resonates and establishes your credibility as a trusted advisor.
Technique: Buyer Personas
Create buyer personas to represent different segments of your target audience, and use them as a guide to tailor your content to the unique needs and preferences of each group.
5. Optimize for SEO and Discoverability:
To maximize the reach and impact of your technical sales marketing blogs, it's essential to optimize them for search engines and discoverability. Your marketing team may be covering this, but do not shy away from partnering with them. SCs/SEs often know niche keywords, relevant terms, and phrases that your audience is likely to search for. Optimize your blog post titles, headings, meta descriptions, and URL structures to improve your chances of ranking in search engine results pages and attracting organic traffic.
Technique: Use long-tail keywords
Long-tail keywords and phrases that are specific to your niche or industry can help to target more qualified leads and capture niche audiences. Additionally, leverage internal and external linking strategies to improve your blog's authority and visibility.
Takeaways
Writing compelling technical sales marketing blogs requires a strategic approach that focuses on understanding your audience, emphasizing value and solutions, maintaining clarity and accessibility, optimizing for SEO and discoverability, and encouraging engagement and interaction. By following these five tips and using these five techniques, Solutions Consultants and Sales Engineers can create content that resonates with their audience, drives engagement, and ultimately, supports their sales and marketing objectives. So, the next time you sit down to write a technical sales marketing blog, reference this article and you’ll have a top-performing blog post in no time.
Have you been tasked to write a blog post for your marketing team? Are you a leader looking to expand the influence and brand-trust of your Solutions Consulting team?
As solutions consultants and sales engineers, one powerful tool at your disposal is the technical sales marketing blog—a platform to educate, inform, and persuade potential customers while establishing your expertise in the field. In my last organization we dedicated ourselves to writing one blog a month, twelve in the course of the year, and they became the highest performing blogs ever written by the organization.
Do you know why?
I don’t know for certain, but my hunch is that they resonated so well because our team was uniquely qualified to speak to our audience. We understood the product, our customers, and the pain-points of our prospects better than anybody else. As a solutions consultant or sales engineer, I bet the same is true for you and your team.
Writing compelling technical sales marketing blogs requires a strategic approach to effectively communicate complex concepts and capture audience interest. Here are five essential tips and five techniques to help you craft engaging and impactful technical sales marketing blogs:
1. Focus on Value and Solutions, Not Just Features:
While it's important to highlight the features and capabilities of your solutions, technical sales marketing blogs should go beyond mere product descriptions to emphasize the value they deliver to customers. Focus on the outcomes, benefits, and solutions that your products or services offer, rather than just listing features. How does your solution solve your audience's problems or address their pain points? What tangible benefits can they expect from implementing your solution? By framing your content around value propositions and real-world use cases, you demonstrate the relevance and impact of your offerings.
Technique: Storytelling
Use storytelling techniques to illustrate how your solutions have helped customers overcome challenges, achieve their goals, or drive business results. Case studies, customer testimonials, and success stories can be powerful tools for conveying value and building credibility.
2. Keep it Clear, Concise, and Accessible:
Technical sales marketing blogs should strike a balance between depth of information and readability. While it's important to provide technical insights and details, avoid overwhelming your audience with dense, jargon-filled content. Keep your writing clear, concise, and accessible, using plain language and avoiding unnecessary technical terminology where possible. Break up the text with headings, subheadings, bullet points, and visuals to improve readability and facilitate scanning.
Technique: The "Inverted Pyramid" Approach
Structure your content by starting with the most important information at the top and gradually providing additional details as you go. This helps capture readers' attention and ensures they get the key takeaways even if they only read the introduction.
3. Encourage Engagement and Interaction:
Technical sales marketing blogs should not be one-way communication channels; they should encourage engagement and interaction with your audience. Include calls-to-action throughout your blog posts to prompt readers to take the next step, whether it's downloading a whitepaper, signing up for a webinar, or contacting your sales team for more information. Encourage readers to leave comments, ask questions, and share their thoughts or experiences, and be responsive to their feedback to foster a sense of community and collaboration.
Technique: Use Interactive Elements
Experiment with interactive elements such as polls, quizzes, surveys, or interactive infographics to further engage your audience and encourage participation. This not only enhances the user experience but also provides valuable insights into your audience's preferences and interests.
4. Know Your Audience and Their Pain Points:
Before you start writing, it's crucial to understand your target audience and the challenges they face. Envision your most common prospects and tailor your content according to their demographics, preferences, and pain points. What are their key concerns, goals, and aspirations? What questions do they have about your solutions or industry? By empathizing with your audience and addressing their specific needs, you can create content that resonates and establishes your credibility as a trusted advisor.
Technique: Buyer Personas
Create buyer personas to represent different segments of your target audience, and use them as a guide to tailor your content to the unique needs and preferences of each group.
5. Optimize for SEO and Discoverability:
To maximize the reach and impact of your technical sales marketing blogs, it's essential to optimize them for search engines and discoverability. Your marketing team may be covering this, but do not shy away from partnering with them. SCs/SEs often know niche keywords, relevant terms, and phrases that your audience is likely to search for. Optimize your blog post titles, headings, meta descriptions, and URL structures to improve your chances of ranking in search engine results pages and attracting organic traffic.
Technique: Use long-tail keywords
Long-tail keywords and phrases that are specific to your niche or industry can help to target more qualified leads and capture niche audiences. Additionally, leverage internal and external linking strategies to improve your blog's authority and visibility.
Takeaways
Writing compelling technical sales marketing blogs requires a strategic approach that focuses on understanding your audience, emphasizing value and solutions, maintaining clarity and accessibility, optimizing for SEO and discoverability, and encouraging engagement and interaction. By following these five tips and using these five techniques, Solutions Consultants and Sales Engineers can create content that resonates with their audience, drives engagement, and ultimately, supports their sales and marketing objectives. So, the next time you sit down to write a technical sales marketing blog, reference this article and you’ll have a top-performing blog post in no time.
