Why you need a content agency that understands the tech sector

If you’re a startup or small tech company (or company dealing with a tech product), you’ll know that there are always challenges to overcome, curveballs to deal with and a never-ending list of ‘to-dos’ you need to address.

One of the constant challenges that clients approach us to resolve is achieving growth. After all, how can your business grow when you’re just about coping with the day-to-day running of your organisation?

Many of the clients we work with are small teams of between 2-5 people, and are struggling to either realise their full potential, growth ambitions or raise awareness about their brand or product, unsure of where they sit in the market. 

Preparing to enter the tech market (or even one marginally related to it) can be a daunting prospect. In a universe that’s dominated by brilliant examples of branding, social media presence and unique ideas, managing to stand out seems nigh on impossible. 

It’s understandable that some companies choose to hire outside and additional help to help grow their company or get the name of their brand out there. Often they’re struggling trying to manage five other competing deadlines simultaneously to worry about what their Instagram wall looks like, or whether they’re creating the most optimised social post that will drive more sign ups.

That’s why you need a content agency that understands how to create standout content in the tech sector, whether it’s branding, content strategies or marketing for your company.

With more than ten years experience in generating creative and branding, we have worked with several tech startups, small companies and established companies to provide an objective view of their mission, a rebrand, a social and marketing strategy, and event collateral. We have the background and confidence to generate ideas and campaigns that create conversations and inspire more than just clicks.

If you’re struggling to take your company or product to the next level in a sector renowned for its more next-level approaches, having a content agency that understands the tech sector is crucial for many reasons.

Why tech experience matters

No one is an expert in everything, different agencies excel in different areas, and quite often these agencies can be fairly large. This means you’re dealing with a team within a team, and shifted from person to person, who might be juggling with various other competing clients.

We appreciate the benefits of being able to call on an agency that can react at pace to a request. It’s the same for many businesses, but the tech sector can require content to be created or amended with rapidity, such us the speed with which we’re all used to things  happening on our smartphones and computers. 

Iteration and optimising content is something we as an agency believe in, and something you might not have the time or resource for. 

Rather than formulating a giant campaign that gravitates around a big immutable theme or hook, we have found that it’s best to generate several mini campaigns with slightly different objectives to achieve your goals.

We have found that this approach can help create a widespread, rippling effect that goes beyond increasing sign ups, capturing new clients or achieving downloads.

Launching these mini campaigns means it is more achievable to interpret data, measure performance, and react to this information.

Then you have the ability to change and apply learnings to your current campaign or next campaign, in order to determine what works for you, and your audience. Iterating and optimising like this is a key hallmark of tech companies that operate quickly, but beyond a mere “move fast and break things” or “fail fast” mentality.

It matters to us, and the companies we work with, that we consciously and effectively give our clients the most reliable and bespoke service we can offer.

Idea generation and working collaboratively

When a client begins to work with us, we hold an interview with the founding member or CEOs and ask them a number of finely crafted questions which helps us find what the client wants or hopes to achieve by using our services, and what they would like to achieve. 

We then listen to this again and work up a set of recommendations and insights for your company of how to implement the best approach to your challenges. 

We present it back to the client, which they amend as they see fit, and often remark upon how it gives them a better understanding of their company or product when they are given a chance to discuss it openly, without pressure.

This then forms a brief and a roadmap that can we use to inform our strategy that works for the client and ourselves; building, observing, and interpreting data, and then optimising content so it achieves the required results.

This approach is inspired by the data-led approach of tech companies that track and measure the performance of their output, as opposed to creating one big campaign, launching it, and waiting for its effects to become noticeable 3-6 months later.

Achieving growth through the lens of a tech content agency

For some companies, branding is an overlooked part of a companies’ identity, but in fact this couldn’t be more important.

Having a clearly defined and memorable logo, slogan and mission statement are all signals to your audience about what your business is about, what it does, and what your values and beliefs are.

Being able to distill what your brand or company does and encapsulate that into one sentence can often be difficult for some companies, but it helps to break it down into its core parts of what it offers and what it can do.

This cuts to the heart of the matter, and is more about what your company can resolve or help its audience overcome, rather than based around nebulous feelings or reassuring emotions, which might engage an audience, but says nothing about the actual product.

It’s an approach that mirrors that of many tech companies – focussing on the benefits of the product or company, and reducing it down one short, concise statement.

Understanding platforms and channels

An agency that understand the tech sector is also invaluable when trying to create a content and social strategy that rises above other brands and organisations.

We don’t believe that a well managed social presence is enough – it has to be a widespread attempt of different approaches across many channels and platforms, and targeted at the kind of channels that are most appropriate to your business, and that will offer the best outcomes and results.

A thorough social presence and content calendar must also ride tandem with a content creation strategy of blogs, ebooks, white papers, videos, polls and other assets and ideas, which will all boost your profile, create awareness around your product or company and drive the desired outcomes

It can even go bigger, as we suggest attending events that are appropriate for your company or product, getting out and meeting people. The best kind of feedback is one that straight from your audiences mouth, and instigating these conversations and relationships goes deeper than social posts or newsletters.

This holistic approach ensure you’re seen by different sectors of the audience you want to attract, and ensures that if you don’t reach them via one avenue, then you can reach them by another. 

Being able to comprehend the nuances of Google ads, paid and organic search, what downloadable converts interests into leads, and from there into a captive audience is what a tech content agency should be experienced in. 

If you want to get your company off the ground within a realistic budget and timescale, and without the pain of having to recruit an experienced comms and marketing team, then a content agency for the tech sector is essential for growth. 

Get in touch with us for help with turning your startup or small company into something bigger.