Technical Content

A thoroughly researched and well-written technical paper is one of the most effective tools for conveying authority, but there are key factors for success.

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White Papers

A thoroughly researched and well-written technical paper is one of the most effective tools for conveying authority, but there are key factors for success.

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Be a Thought Leader
Convey Authority
Build Trust
Generate Leads

Not All White Papers Are the Same

Effective technical content, such as white papers, convey authority on a topic, but they are not all created equal. Should the white paper be focused on a technology or commercial? Will it be used as a single asset, or designed as a series of sound bites for future presentations, social media posts, and other purposes? Becoming a thought leader in your industry by creating long-form content to engage your target audience is part of a well-planned B2B marketing strategy.

Content: Lead Generation Gold

People digest content differently, so it should be written for all types of readers; be sure to include subheads, bulleted copy, numbered lists, images, and more detailed copy for those interested in a deeper dive. Don’t forget calls to action and links, but they shouldn't always be part of a pitch. Create a dedicated landing page to request a demo or to follow you on social media. Move people along the buyer’s journey.

Technical Content Best Practices

According to AdAge, some 60% of survey respondents turned down content that sounded like a sales pitch. When it comes to technical content, if it’s 100% brand/product promotion you’ll lose your authority as a trusted information source.

60% reject sales-pitched white paper content.

White papers and other forms of technical content are often used as top of funnel lead generators, explaining new technologies, processes, standards, and industry trends that will help prospective clients do their jobs better, faster, and cheaper. With top of funnel in mind, prospects download white papers early in the supplier evaluation process. The content should focus on a solution to a persistent and widespread industry problem, with a focus on pain points and soft-sell solutions backed up by evidence obtained from subject matter experts and meaningful primary and secondary research (which TECH B2B Marketing can help you obtain or generate). Our copywriters can help you to translate research findings and data into a captivating narrative that engages your target market and focuses the solution on their pain points rather than specific commercial offerings.

Why Trust TECH B2B Marketing for Technical Content Support?

With our decades of technology expertise, award-winning writers, and on-staff engineering talent, you can trust TECH B2B Marketing to help you develop content that delivers deeper engagement and showcases your industry expertise and thought leadership.

While ultimately we’re focused on what matters most — more views, click-throughs, form leads, and follows — we also understand that a brick doesn’t make a wall. Let TECH B2B Marketing show you how white papers fit into a larger content strategy, helping you to build thought leadership, establish credibility and trust, raise awareness, and accelerate and increase sales.

Two men working with cobots in a factory.

The Universal Robots Cobot Example

Many of you may know one of the world’s leading collaborative robot (cobot) companies, Universal Robots (UR). UR came to TECH B2B Marketing nearly 10 years ago, soon after their launch, for help explaining how cobots can help small-to-medium enterprises (SMEs) achieve greater growth and profitability. Looking at Bureau of Labor Statistics (BLS) and other sources, TECH B2B Marketing built a compelling white paper that showed major gaps in projected labor pools in key manufacturing sectors, such as welding, assembly, material handling, machine tending, and other segments. The initial white paper was such a success that the company requested additional white papers that dug deeper into each customer segment, building their trade show booth around that messaging and data in 2019.

More than that, UR used the white paper for website lead generation, email, social media, earned media in key publications, and much more. And that’s exactly our goal: At TECH B2B Marketing, we want our clients to see returns from technical content across multiple channels. In short, leveraging a trusted content developer means you pay once, but get repaid over and over.

Talk to Us About Your White Paper Idea

Let us help take your company to the next level of industry visibility and turbo-charge your lead generation and thought leadership efforts. Combined with smart customer relationship management (CRM) systems, marketing automation (MA), and other platforms, we can turn a technical content into marketing qualified leads (MQLs) that will keep your pipeline full in between customer meetings and major events.

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