I’m a lucky guy. I’ve worked with about sixteen or seventeen technology companies, from startup to Fortune 500. And as I’ve been hired to develop content for dozens of enterprise technologies, I’ve noticed something obvious — companies have content marketing styles and they like being consistent.
- Some like to be semi-academic. Some like to be smart and sassy.
- Some like short-form. Some like long form.
- Some like serious written resources, some like chatty video and podcasts.
- Some like to go deep into the technology, and some don’t.
- Some have a clear structure, some just create anything they think of at the time.
But I have a question that’s not so obvious. Is there a relationship between your content marketing style and your business success?
Here’s what I think: different content marketing styles must attract different customers.
- Semi-academic content attracts semi-academic buyers, not early adopters.
- Harassed, busy buyers probably favor short-form content, not white papers and ebooks.
- Some customers like a clear path through content, others like to dabble, pick, and choose.
- Very serious customers like going in-depth before they buy.
Imagine a company that almost exclusively favors short solution briefs, case studies, and videos. What happens when buyers need to dig deep into product configuration?
Imagine another company that has a disorganized web presence — content scattered everywhere. Will calm, thoughtful, deliberate prospects buy from them?
Imagine a third company that has a dense academic style. What happens when rushed prospects start reading, hate the style, and move on?
So here are some questions for you to chew on…free of charge.
- How would changing your style change your customer base?
- Can you bridge the gap between your actual style, and your aspirational style? Do you have the resources?
- How does your style help you, and how does it get in your way?
- What could you do to make a change — today?
Brian E Whitaker is a content marketer who specializes in complex technologies, including data center infrastructure, cloud, security, and SaaS. His email is firstname.lastname@example.org