All businesses must invest in marketing, and content marketing is more important than ever. In brief, that means creating content that potential clients want to read, share, and engage with. This creates brand awareness, paints you and your team as industry experts, and builds trust between your organization and your peers, buyers, and stakeholders.

Learning content marketing skills is an ongoing, organic process — primarily because aspects such as search engine optimization (SEO) and the popularity of certain content types shift continuously. Being able to quickly pivot to adapt to new trends is essential, but so is knowing these basics so you can get started with your content marketing strategy as early as possible.

Write What You Know

If you’re in insurtech, you can probably write plenty of great articles that are of interest to readers in various segments of fintech. You might find it hard to write a compelling article on the challenges of being a startup in proptech though, so our advice is, don’t bother! You can’t be an expert on every topic, and if you try to be, your content won’t be as valuable, and you won’t get the traffic you deserve.

Pick a topic that relates to your particular tech offering without being overtly "salesy." Start with a core theme and expand from there. You should be able to write several blog articles on a subject you’re passionate about, and you can ask for feedback from readers on what they would like to see you cover next. This way, you build a readership that’s invested in your expertise, which organically creates leads and interest from potential partners and investors.

Make the Most of Social Media

If you’ve done your ideal customer profile (ICP) or voice of client research, you’ll have a good understanding of how your clients like to engage with you. To stress an important point, there’s little value in sharing your tech articles on Instagram if you know that your main target audience is only on LinkedIn. So, pick your platforms carefully, then use them to share your content widely. Use hashtags where appropriate — take a look at other popular posts and see how they’re formatted, who’s engaging with them, and how often they're published.

Remember, for B2B content, quality really is more important than quantity for increasing meaningful engagement. Don’t be afraid to share older posts across social media if the topic suddenly starts trending again, as this can also drive more traffic to your website or blog.

Use Available Content Writing Resources

For businesses that struggle to find the time to focus on blogs and other content, resources such as AI tools and external content creation professionals could be the answer. There’s a lot of interest in AI-generated content at the moment. AI is great for email and chatbots, ensuring your business is always contactable. It can also be a solution for creating written content, checking existing content, or creating snippets for social media.

Tools like Grammarly use AI and machine learning to check your blogs as you write them. Some content management systems (CMSs) like HubSpot generate topics based on keywords – ideal for the busy business owner that needs ideas fast. There are other tools that write whole articles from scratch – with mixed success. Some AI-written articles are packed with relevant information and meaningful insights, while others can inadvertently provide contradictory information, or veer off-topic with jarring digressions.

This is where professional content writing services come in handy. Full content solution providers like Scripted pair businesses up with expert writers with proven success in their field. Ghostwriters can provide high-level blogs, articles, or whitepapers that you can brand as your own. There are also editing services available to hone existing content or help with rebranding older blogs that don’t fit as well with your company image anymore. And, as AI continues to improve, you’re more than likely to see an increase in professional-level AI-based content creation services appropriate for tech businesses very soon.

You can also speak to the team here at Arch Collective about your content strategy and what topics and themes would serve you best to generate traffic and “buzz” about your business.

Final Word

With the right focus and attention, your content can become highly ranked on search engines, even becoming featured snippets at the top of the page. Talk to us about your content marketing strategy and other aspects of B2B marketing: Book a 15-minute introductory call and tell us a little about your tech startup so we can connect you to the right freelancer to help your business grow.

Not sure if your content marketing strategy is cutting it? Book a marketing audit with Arch Collective, and we’ll show you exactly where you can improve and where you’re excelling.