How to Create Content for a Technical Audience

December 11, 2018 / By Bruce McDuffee

Creating content can sometimes be very easy as you can radically repurpose other content. However, in other cases, you need to create something different, something with a more specific, technical audience in mind.
Creating content for, let’s say, engineers, is a bit of a different beast. There are several things you need to take into consideration, and you also still have to be careful to ensure that it’s still on par with the necessities of digital marketing.

Study Your Audience
It’s always vital knowing who your audience is if you want to create content specifically tailored for them. That’s especially true for a technical audience that requires a lot of specific information and details in the material they’re viewing.

Additionally, this inherently breeds a dose of personalization in the content. Yes, your audience is still a significant size, but it’s also very specific. You need to be addressing them directly, as only that can lead to more successful conversions.

It is essential because engineers read a lot, especially digital content. They spend more than eight hours a week reading engineering resources, most of which are online. That means that they are especially susceptible to your marketing.

Be Careful of the Words You Use
With engineers and other people within a technical audience, you have to be careful with the words you use. However, it’s not all about using the words relating to their industry and the right keywords this audience is seeking; it’s also about using buzzwords and phrases that evoke emotions.

These words are, in fact, for a broader audience, but they target people in general and are always successful because we all inevitably respond to them.

The technical audience also has problems and goals like everyone else, and you need to address that in your content.

Make the Content Accessible and Short
A technical audience, like every other, reads a lot of content on the go, which is why you need to optimize for mobile as well. What’s inside the material is as important it’s portrayal, especially when trying to get the people to read it.

Furthermore, even though engineers and the like read a lot, they still prefer shorter content. Everyone wants to garner as much information as possible in as little time as probable.

You can do this with the help of video as well, or podcasts and more.

Bonus tip: Talking about other content, it’s also important to mention that images need to be a big part of your strategy here as well. They improve readability and illustrate things you say.

Search Engine Optimization
Your carefully designed content won’t do you much good unless it’s SEO optimized. Ignoring SEO is one of the main mistakes manufacturers make in their content marketing campaigns.

Avoid that by learning how to take care of your search engine optimization.

Engineers and others discover most of their information through search engines, like everyone else, but they are also the ones most likely to dig deeper by going past the few pages in Google results.

That might sound like a less important detail, but it matters a lot. It means that you need to be careful with your SEO if you want to attract the technical audience, especially with your meta descriptions.

All in all, a technical audience, as you can see, requires extra care in content creation. The resources and information we’ve provided here will help you in this mission of creating smart content for engineers and the rest of the technical viewership.

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