Marketers often find themselves at a loss when it comes to creating technical content, uncertain whether it will truly engage and convert prospects. You might be unsure how to enhance your content writing abilities, where to seek feedback, or how to progress. Unless you have a background specifically in technical content writing combined with a marketing focus (a rare combination!), you’ve probably encountered challenges in crafting technical marketing content.
To hiring managers:
If you’re a Sales, Marketing, or HR VP/Director seeking marketing professionals who can write technical content, here’s a quick guide to help you understand what to expect from candidates and how to help your marketers improve:
Journalism and PR professionals excel at structuring content but may lack technical expertise.
Technical Writers excel at explaining technical details but may need to develop storytelling skills.
MarCom/Marketing Generalists understand CTAs and content purposes but may need to specialize in a niche topic.
Read on for more insights into resources that can assist writers in enhancing their B2B content writing abilities.
Before you Begin Writing, Explore and Broaden your ideas.
Before starting to write, you must have a topic and a perspective. If you need inspiration, searching recent and relevant news can be helpful.
Take Note of What’s Being Published in Your Industry.
Publications are filled with articles authored by experts in your field. Look at the questions these articles address and observe which ones receive the most engagement, such as comments, front page placement, and special features. This content stands out because it effectively engages the technical audience both in terms of topic and writing style.
Review various articles from different publications and authors to gain a diverse range of examples. Consider elements such as the amount of background information provided, the assumed level of reader knowledge, the inclusion of traditional versus innovative concepts, and the importance of regulations or certifications.
Pay attention to writing style, including sentence length, the use of bulleted lists, and the relevance of specs and measurements. While you don’t need to imitate content or style, understanding industry expectations will help you approach your writing with the right mindset.
Here are six engineering publications to begin with:
1. EDN
2. EE Times
After you Write: Refine and Grow with Feedback.
Once you’ve drafted content, evaluate the good/better/best approaches to improving that content and growing in your skills, aiming for each piece to surpass the previous one in value to your business.
Good Approach: Seek a Peer Review
Seek feedback from a peer. If you have a writer on your team, that’s great! If not, consider reaching out to former classmates or colleagues who can provide valuable insights. Additionally, look for opportunities to collaborate with colleagues in other departments, such as Sales, HR, or Events/Ops, who create related content.
You can even start an internal Slack channel dedicated to peer reviews, where you can post a draft and specify the type of feedback you’re seeking. This can be with colleagues or industry peers you’ve connected with through various channels.
Better Approach: Participate in a Workshop or Conference.
Attending a workshop or conference can offer broader insights beyond a single peer edit. Conferences provide access to a wealth of ideas, thought processes, and new tools that can enrich multiple pieces of content. Keynotes at these events inspire and motivate, while focused tracks delve into specific topics such as content planning, promotion, and SEO.
Best Approach: Opt for B2B Content Writing Training and Coaching
Engaging in training offers a valuable opportunity to expand your knowledge while you write. With a plethora of resources and on-demand classes available, training alone may feel like attending static conference sessions. The missing link is the ability to ensure proper implementation of what you’ve learned.
However, combining training with individual coaching provides a dynamic approach to learning, allowing you to evolve and refine your writing process and final deliverables. Coaching becomes particularly beneficial when managers are occupied with training new employees, focusing on other business objectives, or lacking the specialized expertise needed to enhance a marketer’s writing skills.
To sum up, whether you’re aiming to enhance your writing skills personally or assist your team in crafting compelling and converting content, there’s a plethora of resources at your disposal, contingent upon the time and budget you can invest.
AVO Engineering is a Dallas-based digital marketing agency committed to engaging engineering and technical audiences through diverse marketing strategies. Reach out to us today to discover more about our comprehensive services.
