Companies that are leading the way in terms of innovation and technology need content strategies that bring their audiences into a new era. This is not always an easy task, as even the most informed audiences can struggle to understand the complexity of new concepts. The question to be answered is: how can companies explain these technical concepts in a way that their audiences want to engage with?
Highly technical industries face the challenge of delivering content in an easily digestible format. Readers are looking for unambiguous texts on their topics of interest to keep up with industry trends. These companies know what they need to communicate, but content filled with jargon or technical terminology can be counterproductive, alienating potential followers, potential customers and loyal clients.
How to create content for highly technical sectors
Taking a data-driven approach to technical writing is one of the most valuable ways to make your content objective. However, data aside, there are several ways to ensure your content meets the high-quality standard that is appropriate for your product or service. Keep the following in mind:
1. The public comes first
Creating content for B2B audiences
The first question you need to ask yourself when creating vp business development email lists content is: Who am I creating this content for? It’s essential to invest time in identifying your buyer persona , an ideal representation of your typical customer. Some of the questions you can ask yourself to build your B2B buyer persona include:
What are your powers and titles?
What are your job duties?
What sector do they work in?
How does your sales cycle work?
What do they need to achieve their career goals?
Once you know who you are targeting, you may wonder how to reach and engage them with content . For this part, you need to understand:
What is the audience's reading comprehension level?
What topics do you read?
What kind of content do you share?
What type of content is most engaging?
What keywords and questions does this audience use in their search intent?
Where do they get their information?
What type of content formats do you prefer to consume?
How much time can they spend consuming your content?
With good communication between your marketing and sales team, you can gain insights into the points above. Alternatively, you can rely on technology like True Content , which automatically tracks your audience’s digital consumption to gather the answers to some of these questions. Socrates is a free program that helps identify the questions people are asking on Google, and you can try Ahrefs or Semrush to learn about keywords and other relevant information.
2. Readability level
If you know your audience, you'll know what educational level your readers generally have and the tone of the articles they read. For example, you might find out that your readers are college graduates, so you'll know to produce content that appeals to their level of understanding.
You can use technology to discover and establish the readability of your content. A content marketing specialist or agency will have their own – such as Castleberry with True Content – but for those going it alone, there are plenty of free programs that can serve as a guide to assessing the readability of your content. One such tool is Datayze . For example, we analyzed a section of this article using this tool, and you can see the results in the image below.
Level of readability of a content
The Flesch score lets us know how readable a passage is. The lower the score, the more the text is aimed at an advanced audience (graduate level). A Flesch score of 40-50 would be ideal for technical concepts, as Datayze recommends this score for documents that address technical concepts such as those related to insurance. You can analyze the readability level of your technical articles, section by section, to make sure that each idea has the correct score for its complexity.
3. The right writer
Ideally, your content writer should have some knowledge of the topic at hand. However, you can also rely on writers who are experts in the industry because they will know how to convey technical concepts in a way that your audience will understand. Here are some of the validation criteria you can use to ensure you find a suitable writer:
Review the writer's previous work to make sure it is related to the industry in question.
From there, check the readability level and tone of the articles using True Content or Datayze and a tone analyzer . You can also check the level of engagement by checking the page rankings with a free trial from a tool like Seodity .
Compare whether the readability, tone and interaction level indicators fit the audience for which the content was developed.
