Technology Copywriting
Copywriting is the writing of text (copy) intended to engage audience interest, using targeted, concise and persuasive language, that includes clear calls to action. In content marketing, effective copywriting communicates information in a manner that influences human behaviour. Sales copy that draws upon an understanding of business goals and customer preferences is more likely to attract attention and engage interest. Technology copywriting should promote benefits of technology related products and services so that they are understood by the target audience, in order to generate leads and increase product sales or service subscriptions.
What Is a Technology Copywriter?
Unlike technical authors, who write content such as user manuals to provide information and instructions, technology copywriters write content designed to promote and sell products and services. A technology business will already have personnel with technical expertise, but a technology copywriter can combine their understanding of technology with effective writing skills and their knowledge of sales and marketing. For example, understanding that when making buying decisions, B2B (business to business) clients tend to seek content looking at practical business issues, while B2C (business to consumer) clients might be more influenced by personal lifestyle choices. My copywriting portfolio features examples of my writing for different types of content marketing.
Writing For a General Audience
Digital Marketing and Copywriting
Examples of Technology Copywriting
Writing For a General Audience
Using FFM to guide copywriting strategies for specific traits requires data that could be collected using surveys of the target audience. However, when there is insufficient data to build customer personas for a specific trait, content should appeal to a general audience, by balancing the five traits. Content can be written in a manner that will appeal to emotion, innovation and adventure, and make use of logic, tradition and reliable data. It could include suitable calls to action (CTAs), such as invitations to complete a survey or quiz, enabling the building of FFM profiles, to use in subsequent communications.
Technology copywriting that blends emotion and logic, could use an engaging story that appeals to people high in extraversion or agreeableness, in addition to data-driven insights that resonate with individuals high in conscientious. For example: ‘Using AI, IoT and cloud services our sustainable platform has helped businesses to reduce their energy costs by 25% (data), while helping communities to build a greener future (emotion)’. Individuals high in extraversion might respond to invitations to join a live chat, while those low in extraversion prefer to read a blog post, or download an eBook or white paper. Until a personality profile has been determined for a customer, the content used should include elements that appeal to each trait.
The more that a technology copywriter knows about their intended audience, the better they are able to personalise content so that it will resonate with them. Having empathy for customer values and concerns will also assist in the writing of engaging text. By mixing data with storytelling, content can be written that appeals to a variety of personality types. A/B testing can be used to compare the performance of different content, informing subsequent messaging, user journey mapping and calls to action, such as read a white paper, subscribe to receive email newsletters or sign up for a demo.
Storytelling In Marketing
The art of storytelling can be applied to copywriting for content marketing. For example, a welcome email sales funnel copywriter could build an email marketing strategy that increases audience awareness. Knowing how to write a newsletter and featuring relevant newsletter content ideas could engage audience interest. Cloud services copywriting could use SaaS email sequences to maintain engagement. A CRM product copywriter developing a B2B SaaS content strategy could learn how to design landing pages that convert leads into sales.
Digital Marketing and Copywriting
Technology copywriting that attracts the attention and engages the interest of their target audience can help a business generate more leads and sales. Apply knowledge of digital marketing to copywriting will assist the process. Knowing how to build a marketing persona and how to use storytelling in marketing can inform the creation of relatable characters and engaging narratives. The Five Factor Model provides a framework for developing customer personas. The AIDA marketing model enables a structured approach to planning a content marketing strategy.
A digital marketing campaign could employ different content types, each of which can contribute to overall success. Short blog posts could share insights and updates that resonate with an audience, while long form blog posts explore a topic in greater detail. For example, a cybersecurity company could provide advice about data security, attracting the attention of people who are concerned about protecting their business data. A company selling innovative products or services could highlight their benefits and include findings from market and customer research, building their reputation as industry thought leaders.
A white paper, or eBook, could demonstrate industry expertise. They could be made available to download online, which might involve the use of a simple form, with fields for a contact name, email address and possibly a tick box to confirm they are happy to be contacted with relevant follow up messages. Case studies could establish credibility, by detailing successful real world use of a product or service. For example, a case study of a business reducing costs by moving data to the cloud or using data analytics to optimise their supply chain.
Content marketing on social media can be designed to engage audience interest in an informal manner. For example, CRM (customer relationship management) software could be promoted using infographics that provide useful and easy to understand information people might be inclined to share with others. A weekly or monthly email newsletter could nurture leads, by sharing content recipients will consider relevant and valuable. For example, a business selling AI powered services could feature content related to practical uses for AI and links to relevant blog posts, along with invitations to online or real world events.
Data Driven Copywriting
Copywriting involves the use of creative skills, including storytelling and the development of relatable characters. However, data, such as click though rates (CTR), social media shares, audience likes and reviews, time spent on a page and subsequent behaviour, can increase understanding of how well content is performing. Data can highlight what works, what doesn’t work and areas for improvement. Merging creativity and analysis can help businesses invest their resources where they are most likely to bring the greatest return, by generating more leads and sales.
Copywriting aims to attract the attention and the interest of potential customers, so that they are converted into leads, who then purchase a product or service. By analysing data such as website traffic, engagement and feedback a business can increase the effectiveness of their content. Within a digital marketing strategy it is important both to identify and collect relevant data and analyse that data in a manner that produces useful results and actionable conclusions. For example, by identifying content that attracts the greatest audience interest and engagement.
Audience segmentation using factors such as demographics, The Five Factor Model, preferences and onsite behaviour, enables content to be personalised. This process can increase engagement, brand loyalty and sales. Search engine optimisation (SEO) involves using keywords that are relevant, engage audience interest and rank highly in the search engine results pages (SERPs). Effective analysis of relevant data can reveal patterns within user behaviour that inform content strategy, helping a business to use resources more efficiently. AI might assist in data analysis and identification of actionable insights.
The process of developing a data driven strategy begins with defined objectives. This could include increasing the level of traffic and engagement on a website, promoting brand awareness of a business among consumers, or generating more leads and sales for a particular product or service. Having decided the metrics to be measured to evaluate the effectiveness of a marketing campaign, suitable data analytics tools can be selected. Following an iterative process the strategy could be refined to deliver the best results.
Website Content
Important copywriting skills include having an understanding of style and tone, so that content written for a website will appeal to the target audience. In addition to understanding SEO (search engine optimisation) and keyword research, knowledge of web design, development, usability and analytics can enable a copywriter to deliver more effective results. Suitable visual elements, including photographs, infographics and animation can make content more engaging and boost the performance of a sales funnel, but well written text will still be needed. For example, an eCommerce website that teams good visuals with well written product descriptions could attract more customer attention, interest and sales.
Concise copywriting clearly communicates essential information using the fewest words possible and might make use of suitable anecdotes, with relatable characters and narratives. Language should flow naturally and not use unnecessary complexity or jargon, but remain technically accurate. The aim is to capture an audience in a manner that will motivate them to continue along a sales funnel, learn more about and then purchase a product or service. Taking an holistic approach across all forms of content marketing that is used to promote a business can help to strengthen their brand identity, increase customer awareness and generate more leads and sales.
Examples of Technology Copywriting
As a technology copywriter, I can apply my understanding of The Five Factor Model and the art of storytelling to the writing of content that is dynamic and engaging. The copywriting examples below are for fictional technology companies, selling cloud services, IoT, AI, cybersecurity and CRM software respectively. Each sales copy example uses an active voice and focuses on benefits rather than features. When writing them, I also made use of keyword research and SEO.
Business Transformation Using Cloud Services
‘Imagine a future for your business in which rather than wasting resources and limiting growth using outdated servers, scalable cloud solutions will help you to meet changing demand. Using our cloud migration services, we are helping a successful retail chain to scale their server use as their business grows. This has already increased efficiency and reduced costs. Learn how moving to the cloud could help your business increase efficiency and reduce costs. Contact us today.’
Increasing Efficiency and Reducing Costs Using IoT
‘More accurately monitoring and controlling functions across your business with an easy to use platform could increase your efficiency and reduce costs. Using the Internet of Things (IoT) a transport company was able to track their fleet in real-time. This enabled them to their reduce delivery times by thirty percent, become more fuel efficient and serve more customers with their existing fleet of vehicles. Contact us now, to discuss how we can help your business to benefit from increased efficiency, reduced costs and greater profits, using smart IoT solutions.’
Smarter Business Insights Using AI
‘Taking advantage of insights powered by artificial intelligence (AI) can give a business the edge over it competitors and set innovative leaders apart from followers who are playing catch up. A client using our platform used analytics delivered by AI to save millions in their running costs and improve decision making, based upon more accurate data. If you want to harness the power of AI and predictive analytics to better capitalise on trends, contact us to learn how we can help your business grow.’
Protect Your Business Using Advanced Cybersecurity
‘Data breaches are a serious risk to business reputation and success. As threats evolve rapidly, you need a partner who can help you to keep your data safe. We specialise in cybersecurity for retail businesses. A business that has become a valued client, sought our assistance following a serious data breach that caused them financial and reputation loss. We put in place advanced cybersecurity protocols and after identifying potential weak points on their network, fortified them against future threats. They were subsequently able to reassure investors and other stakeholders, regarding the steps taken to secure their business data.’
Develop Customer Relationships Using CRM Software
‘Customers are essential for the success of any business and the better that you understand the preferences of your own customers the more effectively you can offer want they want and need. Our Customer Relationship Management (CRM) software uses AI, providing a strategic tool that enables businesses to track all customer engagement and build more responsive relationships. Contact us now to learn how our CRM platform could help you to more effectively serve your customers and build longer lasting and more profitable relationships with them.’
Benefits of Hiring My Technology Copywriting Services
Good copywriting is an essential element of creating an effective content marketing strategy. Applying my understanding of The Five Factor Model, customer needs and business goals to my copywriting services, I can write content that will resonate with the audience a business wants to reach. Increasing engagement with their target audience can generate more leads and sales for a business and support the building of long-term customer relationships.