Starting this month, we’re going to begin offering marcom tips from the team at 202 Communications. You can find these strategy-driven blogs on the 202 website and introduction to our Multiscreen Buzz newsletter. This month’s entry is authored by Angela Snell, our senior writer.
With 2019 winding down, your marketing team is likely shifting their attention toward devising a plan for the next year. The start of the year is when many companies in our industry begin announcing new technology solutions and demonstrating them at trade shows. But don’t let that slow period signify the conclusion of your marcom activities.
Right now — when you have a little extra time — is the perfect opportunity to write up thought leadership articles like blogs and editorial articles. These works can be especially relevant to readers that are looking for information on trends as well as expert insights into the future outlook of the industry heading into the next year.
So how do you write the perfect tech trends blog? Here are three tips for capturing your customers’ eyeballs:
- Back it up. If you want to come across as an expert about a technology trend, you need to back up what you’re saying. Let’s say you want to talk about the popularity of live OTT channels. Include a stat from a major research firm, or briefly describe a case study of one of your customers that is successfully delivering live video streaming.
- Hook your reader early. The median time that consumers spend reading an article is 37 seconds, according to NewsCred. That means you need to keep your reader engaged, but there are plenty of ways to do that: First and foremost, write a strong headline and first paragraph. Also, make bold predictions. Don’t be afraid to go against the grain and offer a unique perspective that hasn’t been said before. In addition, keep the writing style of your blog short and precise. You don’t want to lose the focus of your reader.
- Pick a topic that will generate excitement. Through your blog post, you want to show that your company is innovative and a thought leader. But you’ll lose the reader’s interest quickly if the blog post just comes across as “as look at me!”
For example, let’s say you’ve identified artificial intelligence as a technology that is getting a lot of buzz in the industry lately. You can craft a blog post about this topic that will attract more readers if it is generalized and not overtly specific to your company’s products. A great headline is: Five Reasons Why AI is Shaping the Future of the TV Industry vs. Why Our Company’s AI Product is the Best.
DemandMetric found that on average, companies with blogs produce 67% more leads per month than those without. So if you’re not posting regular blogs on your company website, you’re missing out on a valuable piece of the sales cycle.
Ready to start engaging your customers with insightful, relevant, and attention-grabbing blog posts? 202 Communications can help you craft tech-focused blog posts, as well as place editorial articles in the most popular industry publications. Contact us today for more info at firstname.lastname@example.org.
Angela Snell, Senior Writer