April 22, 2013
When providing copywriting services to technology clients, there are some key factors that we always consider to ensure content meets the needs of technology purchasers.
Senior Executives will be the final decision makers and will be interested in either just the business argument or both the business and technical arguments. IT or technical staff will influence decisions and will primarily be interested in the technology and its impact on their team or department. When copywriting, content should be targeted to suit the needs of both these audiences and to make sure that they have the information that they need to make decisions.
In recent years, the number of information sources technology purchasers access have increased and on average technology purchasers in large enterprises now download and read 9 information assets during a purchase process. This includes both decision makers and influencers. Trends reveal that fewer of each type of resource are downloaded (e.g. white papers) but more types of resource are utilised (e.g. Blogs, webinars).
The type of content consumed changes during the sales process. In the early stages purchasers are looking for overview information. They want to review various products quickly to understand whether they suit their needs. This overview information should provide an overview of business benefits – low on detail, high on benefits. It should be clear, concise and compelling. It may include infographics, video content or the website core content. The ideal is to create overview content that C level executives can absorb in 90 seconds – a real challenge when copywriting.
During the mid stage of the sales process, after an initial shortlist has been drawn up, purchasers turn to highly influential content sources such as white papers, datasheets, case studies, blogs and webinars. These require more commitment from the reader and should be in-depth, objective, analytical and authoritative.
In the latter stage, up to and including contracts being signed, technology purchasers wish to access detailed product and technical content. This helps the IT (and sometimes C level) audience understand how a tech product will work in practice, how it will integrate and how it compares to competitor offerings. Copywriting should include deployment scenarios, technical guides, Q&A and feature comparisons.