Technical Content: a Strategy Blueprint for SaaS Companies


Developers can be a very tricky demographic to sell to, especially if you are someone who is not that well-versed in technical content yourself. Most marketers are unable to understand what it is that developers are looking for – and as a result, are unable to provide them with the right answers.

Before you proceed, you have to know the best ways in which you can reach out and communicate with developers and other technical people.

If you want to sell a CRM to a salesperson, then you are going to have an easy time. This is because you know what a salesperson does – but this is not the case when you are dealing with a highly technical client base. If you want to run a successful marketing campaign for a very technical product, here are some pointers that’ll help you. You have to market products in a very diverse way.

Content Lane Type 1: Write Technical Content for Technical People

If the end-users of your product are technical, then you will have to come up with content that they can relate to. The best way to do this is to get input from people who have expertise in the subject matter that you’re writing about. This helps build credibility.

Tech audiences can also smell fakes coming from about a mile away. Try to build solid content that gives the audience a valuable piece of content. You can combine your editorial skills with the expertise of the writer to create some content that is valuable and also fun to read.

Content Lane Type 2: Write Business Content for the Executives

Technical ContentApart from attracting technical end-users, you also need to write technical content that is going to be appealing to leadership positions. Impressing the executives is very important – so you have to highlight exactly how your product affects their productivity and savings. This content needs to find a balance between technical and non-technical.

It is also very important for you to highlight how your product is going to save their company money. Financial savings is something that executives respond to, which is why you have to find a way to highlight it properly. Dollars and cents are something that is universally understood.

Content Lane Type 3: Write Use-case Content That’s For Everyone

Another lane that you can explore is use-case content. By striking the exact median balance between tech and non-tech content, you can come up with content that would be attractive for both developers and executives. This is the best way to connect with audiences who are split across the sectors.

Your end goal would be to find a way to write content that can bridge the technical side of your client base with the non-technical side of your client base. By following these 3 content lane types, you will be able to create technical content that can help you grow.

These are the tips that you can use to come up with technical content that is both credible and attractive. These content types can help you win over technical clients with a lot of ease.

About the author

Divya Gandotra

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I like to observe things closely, and my writing comes from the aspects hidden in daily lives.
I am passionate for writing and love to elevate every brand's value with my skills. Now, it's been 5 years that I am managing a content development agency of my own, mastering the best of both Worlds.